Content marketing might bring more leads than traditional outbound marketing, but only if your customers and prospects consume it. You’ve probably addressed this by covering the basics, from creating a variety of assets (like blog posts, infographics and videos), and using a mix of paid channels like LinkedIn and getting the attention of buyer-centric sites […]
Three months after acquiring a customer data platform firm, Dun & Bradstreet has launched a desktop app aimed at improving the ability of B2B marketers to run social ad campaigns. The Short Hills, N.J.-based firms said the Lattice app, named after the firm it acquired, will eventually roll out across multiple social channels. Lattice will […]
B2B marketers may be falling victim to third-party data providers that are similar to the mistakes that lead to the economic recession of 2008, according to senior executives from LinkedIn Marketing Solutions. Speaking at an event for its Canadian customers earlier this month, the LinkedIn execs described what they called the “subprime data crisis,” whereby […]
Once a week — usually on Saturdays, with his wife complaining in the background that this is supposed to be family time — Neil Patel writes the kind of blog posts that get noticed by marketers from almost every sector. Behind the scenes, however, his team at Neil Patel Digital is busily updating an average […]
Nearly 70 per cent of business professionals will watch a one-minute video all the way through, but stretch it to 20 minutes and only a quarter will do the same, according to data from Vidyard. Vidyard, based in Kitchener, Ont., recently released its 2019 State of Video In Business Report, which is based on qualitative research […]
Facebook and LinkedIn may continue to reign as the top social channels for B2B firms, but a majority of 65 per cent are now also making use of photo-sharing service Instagram, according to a study released late last week. The 2019 Social Media Marketing Industry Report, published by the Social Media Examiner, is based on […]
SAP is planning a deeper integration with LinkedIn along with the ability to use clickstream data to identify engaged contacts as part of an update to its Marketing Cloud later this year. Speaking at a user group session within its SapphireNOW customer event this week, SAP Customer Experience global VP Jackie Palmer said the integration […]
Today’s digital natives are bombarded with content and have adapted to filter out the noise. Poor ad targeting has left both consumer and B2B audiences in Canada more skeptical of digital advertising, and most notable of all: about a third of digital advertising campaigns (particularly display and mobile) in Canada don’t work, failing to drive […]
Adobe is trying to demonstrate progress in bringing technologies from Marketo and Magento into its Adobe Experience Platform this week, but possibly the best insight at Adobe Summit so far was a glimpse at a more custom product: a dashboard the company uses to track its own marketing and sales performance. Speaking to approximately 17,000 […]
DemandBase used its ABM Innovation Summit on Thursday to launch a reporting tool called Cross-Campaign Analytics designed to harmonize the data around campaigns run with its customers on its own platform as well as with publishers, demand-side platforms and more. In a keynote that was livestreamed from the ABM Innovation Summit in San Francisco, DemandBase […]
B2B contact and lead generation provider DiscoverOrg on Monday said it would acquire its competitor ZoomInfo and create a combined platform serving marketing and sales professionals over the next year. Financial terms of the deal between DiscoverOrg, which is based in Vancouver, Wash. and Waltham, Mass.-based ZoomInfo were not disclosed. The two firms said ZoomInfo […]
Here’s the problem with an annual list like B2B News Network‘s B2B Pros to Watch: we could justifiably run many of the same people we celebrated in 2018 — Anne Handley, Jay Baer, Lee Odden and so on — every single year. Of course, that wouldn’t be very interesting, and it would do a disservice […]
A pair of former management consultants have created a company and service, NewtonX, that aims to address a problem they experienced first-hand: finding qualified B2B influencers to participate in market research projects. Based in New York, NewtonX was launched quietly in 2016 but is beginning to market itself more aggressively following a $3 million round […]
Social movement #movethedial is furthering its mission of advancing female participation in the leadership of technology companies with a professional networking app that will match women with the best mentors and sponsors who can help them in their careers. Launched at the #movethedial Global Summit in Toronto on Wednesday, the app, called #movethedial Connect, allows […]
If you are wondering how to take on the challenges of a shifting global economy, investing in creative industries entrepreneurs tackles economic, civic, and social challenges and is found in every community in every corner of the globe. From Boston to Bangladesh, creative entrepreneurs are building companies at the cutting edge of digital fabrication, augmented […]
Customer relationship management provider Affinity is using artificial intelligence technology to sift through employees’ e-mail and calendar data in hopes of easing the search for “warm” introductions to prospects and customers. San Francisco-based Affinity described Alliances, which was released on Monday, as a tool that will create a “relationship graph” to help those in sales […]
It may be the world’s de facto social network for B2B professionals, but LinkedIn’s content marketing lead says the company has had to overcome all the same challenges as its customers in creating the right approach to storytelling and engaging an audience. Speaking at Content Marketing World 2018 in Cleveland, Megan Golden said the company […]
Sangram Vajre wants you to fill in this sentence: “In B2B marketing, the value of marketing is defined by _______.” The chief evangelist and co-founder of Terminus got a number of responses from the audience at CONEX on Wednesday, which ranged from “leads” and “engagement” to customer success. His answer? “Sales.” “It took me a […]
LinkedIn says the addition of a Deals feature to its Sales Navigator tool will pull pipeline data directly from customer relationship management systems and make it easier to find additional contacts before a potential purchase decision goes awry. The Deals feature was one of several additions to Sales Navigator LinkedIn announced in a blog post […]
Instagram’s launch of a longform video sharing service called IGTV was marketed primarily to individual “creators” and consumer audiences, but at least one enterprise software company is already using it to educate its target audience. While Instagram started primarily as a photo-sharing service, it has expanded in recent years with Instagram Stories, a simple way […]
