Customers' changing purchase habits have extended marketers' reach further into the sales funnel, upping their contribution to revenue.
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.
Month 12: Be wherever customers are when they begin their buying journey.
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.
The Illinois-based natural gas company sparks awareness of its energy efficiency program among B2B prospects and homeowners.
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 $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.
Brad Wamsley, managing director of the telecom and B2B practice at Harte-Hanks, dives deep with Direct Marketing News on how B2B marketers can tap into marketing technology to improve their performance.
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.
Real-time bidding presents a number of opportunities for B2B marketers, but also a number of challenges. SiteScout's Matt Sauls weighs in.
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.
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.
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.
Company of the week
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Retailers' Thanksgiving Day sales pitches came in heavy via email.
Key passages from the mailing industry's anti-exigency appeal to the Postal Regulatory Commission.
The fast casual restaurant chain relies on digital to drive in-store traffic and sales for its seasonal menu.