Industry Insights

B2B Marketers Tap Analytics To Identify Social Media’s ROI

Social media is no longer just a tool for building brand awareness. It is a channel by which prospects and customers engage with brands, educate themselves about trends and research purchasing decisions. The next big challenge for B2B marketers is to tie social media campaigns to revenue, according to industry…

April 8, 2015
Written by Brian Anderson, Associate Editor

Marketo Co-Founder Launches Account-Based Marketing Startup

Citing the rapidly growing interest among B2B marketers in account-based marketing (ABM), Jon Miller recently left his position as VP of Marketing and Co-Founder of Marketo to launch a startup to develop an ABM platform. Miller’s new company, Engagio, has already received $10 million in Series A funding. "As I…

April 8, 2015
Written by Kim Ann Zimmermann, Senior Managing Editor

B2B Marketers Must Leverage Actionable Data To Direct The Customer Journey

With 70% of the buyer's journey being directed by the customer, progressive B2B marketers are using data to help drive prospects through the funnel more efficiently once they do engage. This was just one of the many topics discussed in a recent webinar hosted by Marketo and Demand Gen Report.…

Oracle Unveils Customer Identification And Modeling Tools At #MME15

Oracle introduced several tools at its Modern Marketing Experience event this week designed to help marketers track customers across channels and devices, as well as identify prospects that match the profiles of their best customers. In an interview with Demand Gen Report, John Stetic, Group VP of Product for Oracle…

April 2, 2015
Written by Kim Ann Zimmermann, Senior Managing Editor

MME15: B2B Marketers Must Align Campaigns And Data By Customer, Not Product

The companies that align their marketing efforts and data with the customer journey are the ones that are going to succeed. That was the message from Mark Hurd, co-CEO of Oracle, as he delivered the keynote address at Oracle’s Modern Marketing Experience. "Too often, we see marketing campaigns that are…

April 1, 2015
Written by Kim Ann Zimmermann, Senior Managing Editor

B2B Marketers Look To Expand Predictive Capabilities Throughout The Customer Lifecycle

While it has been a successful tool for top-of-funnel demand generation, predictive marketing is becoming more widely used by B2B marketers to improve engagement at all stages of the buying cycle. Companies such as Salesforce have launched new predictive marketing capabilities within their offerings, aiming to enhance the customer experience…

March 18, 2015
Written by Brian Anderson, Associate Editor

B2B Marketers Leverage The Marketing Cloud To Personalize Engagement

Following several years of hype and some debate over competing concepts, the marketing cloud is becoming a reality. Companies such as PR Newswire are seeing an increase in leads and engagement through the integration of marketing activities under the marketing cloud. Personalization is among the key benefits of marketing clouds, as…