Younger B2B prospects are less likely to read your white papers than older ones, but they're less averse to content with a sales pitch.
Snapshots from a long and jam-packed day in the life of JD Biros, creative director at Sudden Impact Marketing.
Speakers at IBM Amplify zero in on a better way to think about marketing strategy—the customer-to-business approach.
71% of the records in B2B marketing databases suffer from a lack of accuracy and completeness.
The business network joins Facebook and Twitter in providing advertisers the ability to follow leads with adds across outside publishers.
The goal: remove click-through rate as a key metric for display advertisers, says Madison Logic Data's CEO.
A new study shows that B2B marketers aren't getting the most out of social media's ability to reach, attract, and retain buyers.
Company founder Erik Matlick will head the new venture concentrated on the activation of intent data for B2B marketers.
In this webinar, you'll discover how account-based marketing can help you achieve better results in three key stages.
A documented content marketing strategy can lead to more success, says a CMI study.
Demandbase's Sales Accelerator provides buyer alerts via Salesforce.com, which has made an investment in the company.
B2B customers are just as if not more mobile-oriented at work as they are as consumers.
B2C and B2B marketers each have their own set of strategies and challenges, but they also have approaches that can apply to the other's marketing tactics.
Pressure to drive revenue has some B2B marketers looking to take a more multichannel approach to lead nurturing.
Who can take data and turn it into insight? The candy man can.
New research shows customer-focused B2B brands saw 31% more growth in revenue than their product-focused competition.
When it comes to marketing automation and lead generation, Forrester Principal Analyst Lori Wizdo knows her stuff.
New research shows that e-commerce may be just as valuable to B2B as to B2C.
The "Uncarrier" relies on social conversations to connect with prospects for its new B2B initiative.
B2B marketers who bandy overused terms in their content marketing do so to their detriment.
Not only is Taulia making entertaining videos (how many B2B brands can make you laugh?), but the strategy behind its video marketing is impressive.
Campaign tracking monitors ROI for individual accounts across the funnel.
Content marketing is big money—as in a $44 billion industry that generates three times as many leads per dollar spent as traditional marketing tactics.
Demandbase announces the addition of video and mobile ad serving to its B2B marketing platform.
In this Demandbase webinar, you'll learn how to create your own Lean Content Roadmap: one that ensures your content is moving buyers through the pipeline without wasting resources.
B2B apps for sales and marketing are great—but you need to create transparency around the entire process if you want to improve the likelihood of sustained success.
Marketing is hard, especially content marketing. According to a new study, there are half a dozen species of industry information ingesters.
Head of investor group lauds the company's convergence of marketing and advertising technology.
Creating apps to help build customer engagement is as important in B2B marketing as it is in B2C marketing.
The company maintains that up to 80% of current retargeting efforts are wasted on the wrong prospects.
Using content marketing to connect with the right customers in an authentic way.
A 30-year tech-industry veteran and longtime marketing executive, Rackspace Hosting CMO Rick Jackson believes in clarity above all.
Its revamped preference center offers personalization for customers in 120 countries.
Only 1% of their budgets will be devoted to data analytics; 20% is earmarked for trade shows.
Quantity versus quality—turns out you can actually have both. B2B marketers, 2014 will be your year.
Entrenched industries, such as financial services and manufacturing, posted more growth in B2B online advertising last year than tech pioneers.
Not just for B2C marketers, customer engagement is an approach B2B marketers also can take to bolster loyalty and the likelihood to repurchase.
Even multibillion dollar corporations have New Year's resolutions. Dell launches its first ad campaign since going private.
Think of telemarketing as a long-term activity, built on a solid database marketing approach, and you'll reap its greatest rewards.
Month 12: Be wherever customers are when they begin their buying journey.
The CMO Council recently asked 230 senior B2B marketing executives to rate themselves on improving their pipelines using modern technology. We talked to the study's director.
Customers' changing purchase habits have extended marketers' reach further into the sales funnel, upping their contribution to revenue.
A new survey links data quality to revenue growth.
When marketers discover the hidden costs of collateral they can make adjustments to shift needed marketing dollars elsewhere.
Take this quiz to learn whether you're a data management all star or wannabe.
Company claims it's the first solution to depart from B2C-ordained processes.
Learn how to stop wasting your marketing budget on accounts that will never convert and focus on those that will.
Emotional response is the key to closing big equipment sales. That's the reality, says Gavin Finn... well, the augmented reality.
Reaching the right prospects at the right time is integral to marketing and sales performance. Here's how to shorten the distance between a dream account and a signed account.
The Illinois-based natural gas company sparks awareness of its energy efficiency program among B2B prospects and homeowners.
The $24.9 billion acquisition signals a shift to the B2B realm.
Silverpop's Revenue Analytics app aims to help marketers link campaigns to revenue.
The idea is to merge display and social media advertising with marketing automation efforts.
Lattice employs predictive analytics to settle the debate over what's a good lead.
The company's proposition: Reach commercial buyers on social sites while they're at work.
The marketing technology landscape is changing faster than ever. Here's what marketers need to know to keep pace.
It may have taken longer than some areas of life, but education is finally having its digital moment.
Keep your customers at the center of your marketing strategies.
Today's consumers expect that the sale is just the beginning of a journey of increasingly personalized and sustained engagement.
Salesforce.com and Oracle paid big money to get in the marketing automation game, but are many marketers playing yet?
The B2B targeting and personalization platform and the cloud-based marketing software platform provider connect to identify anonymous site visitors in real-time.
One measures a company's customer population as a whole; the other, individual customers. Choose wisely.
Traditional campaign ROI is dead. This sad and poorly tracked metric for B2B marketers has got to go.
CMOs and marketing directors are extremely hesitant to rock the boat if they know sales won't like the changes.
Market changes has led the insurer to increase its focus on creative driven by advanced analytics.
Catch-all, high-risk, invalid—oh my! Beware these key contributors to lower inbox placement rates.
3 areas B2B marketers can improve their results by adopting common B2C practices.
The global foodstuffs brand stocks its website with deliciously on-target content for foodservice operators.
Evelyn Neill, chief creative officer at Doremus New York, talks B2B marketing, earning consumer trust, and the beauty of the ocean.
Just like their B2C counterparts, B2B marketers need to optimize email targeting to grab customers' attention, and fast.
Get the Demandbase whitepaper you need to create targeted, relevant, connected conversations with your customers at every stage of the buying cycle.
As a country, as a world, as legislators and consumers, how do we balance Big Data and consumer privacy?
Marketers who take a savvy approach to lead nurturing can free up salespeople to spend more time selling.
Customer insight helps to lay the foundation of relevant interactions that are essential to building trust with B2B buyers
Updates on companies, products, and people
Your business invariably hungers for both new customers and loyal customers. So should you be spending more time and money to drive customer loyalty?
Updates on companies, products, and people
Ninety-seven percent of chief marketers at B2B companies say they are being asked to do things they weren't asked to do only two years ago.
The safety signage manufacturer boosts conversions with testing tool that doesn't tax its IT department.
As customers' buying habits continue to change, content marketing strategies need to evolve, as well.
Two lessons from B2B companies that B2C businesses can use to improve their marketing performance.
Adobe's purchase of Neolane has industry insiders wondering how big the battle will get in the race to capture share in the burgeoning marketing automation space.
The cable company's advertising and sales division aims to show businesses that cable is anything but static
Marketing content should be monetized by trading less-qualified or non-sales ready leads for ones that are.
Fewer than 10% of purchasing executives trust content from vendors, a new study says.
It's time for marketers to break down silos and reach buyers across all platforms.
Data's many changes and challenges—and how using data to get insights that are often counterintuitive can improve business practices.
Capturing the right data for customer retention and growth.
While social media should certainly play a key role in the modern B2B sales process, social alone won't solve all the woes of today's sellers.
Leveraging Big Data for better prospecting and improved conversion rates.
The brand generates serious buzz with a highly targeted campaign.
How marketing automation reduces the cost of B2B sales.
Targeting is the domain of B2C marketers alone; B2B targeting can help maximize campaign effectiveness.
Marketers who use content as part of their marketing mix must ensure that their content is meaningful for their audience.
For B2B marketers, the era of demographic data has ended, and it's the dawn of behavioral data.
Hair care brand Redken brings stylists from the analog world of printed look books to an integrated mobile experience.
"Marketing marketing to marketing." It's a little bit magic and a little bit logic—but its 100% about helping marketing professionals do their jobs better.
Eyeglass lens and sunglasses manufacturer Transitions Optical takes a multichannel approach to educate plan reps and brokers.
Some quick info hits to keep you up-to-date, including the number of additional leads generated by B2B companies that blog versus those that don't.
B2B marketing can be tricky business. One of its biggest challenges is that prospects can go underground for months at a time without actually losing interest.
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.
SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...