Industry Insights

DGR’s 2015 B2B Buyer’s Survey Report: Buyers Want Facts, A Better Mix Of Content

When it comes to the content that influences buying decisions, B2B buyers are looking for the facts. An overwhelming majority (86%) of the respondents to Demand Gen Report’s 2015 B2B Buyer’s Survey reported that vendor-focused content such as case studies and product data sheets are triggers that influence their purchase…

June 24, 2015
Written by Kim Zimmermann

Salesforce Connections 2015: Progressive B2B Marketers Focus On The Individual Buyer’s Journey

While it is useful to understand the journeys of various segments of buyers, progressive B2B marketers are following the paths of individual prospects to gain a better understanding of the best ways to engage them at all stages of the buying cycle. This was one of the key trends highlighted…

June 24, 2015
Written by Brian Anderson

B2B Marketers Use Predictive Tools To Boost Account-Based Marketing Results

While it is not a new strategy, account-based marketing has recently become a critical part of the marketing mix. More than 90% of marketers believe that account-based marketing is a “must-have,” according to SiriusDecisions’ 2015 State of Account-Based Marketing (ABM) Study. While just 20% of respondents are currently using an…

June 16, 2015
Written by Kim Zimmermann

B2B Marketers Tap New Scoring Tools To Prioritize High-Value Leads

While B2B marketers recognize the benefits of traditional lead scoring, the reality is that many are struggling to develop scoring models that work effectively for both marketing and sales. To address these concerns, some progressive marketers are now integrating new predictive tools into the scoring systems already in place within…

June 10, 2015
Written by Brian Anderson

SAVO CEO: Deeper Metrics, Market Expansion On Tap

The sales enablement market space by many accounts is exploding right now. The average sales enablement budget doubled to $2.4 million in 2014 compared with $1.2 million in 2012, according to research from SiriusDecisions. Jason Liu has been CEO of SAVO, a sales enablement and productivity software provider, for three…

June 4, 2015
Written by Kim Ann Zimmermann, Senior Managing Editor

Social Data Takes Lead Enrichment To The Next Level

While lead enhancement has been low on the priority list for many B2B marketers, it is taking on a heightened importance as marketers turn to advanced tactics such as account-based marketing and predictive lead scoring to improve campaign performance. Savvy marketers are using third-party providers to scour social media and…

June 3, 2015
Written by Kim Ann Zimmermann, Senior Managing Editor

Study: Marketing Automation Revenues To Reach $14 Billion By 2020

Marketing automation revenues are expected to reach $14 billion by 2020, according to a new study from Frost & Sullivan. The expansion is fueled in part by a growing need for cross-channel digital marketing across industry verticals, according to the report. In addition, partnerships with solution providers in areas such…