Industry Insights

Channel Partners Make Bigger Investments In Marketing Their Own Brands & Vendors

When two partners introduced Kerstin Demko, Sage’s North America Partner Marketing Director, to their first-ever dedicated marketing employees, she realized that a program to encourage partners to be more active marketers was getting traction.

June 12, 2019
Written by Terry Moffatt, Contributing Writer

Personalized, VIP Experiences & Influencer-Driven Content Drive Strategies For Live Events

As digital channels grow more crowded, B2B marketers are pouring more of their marketing dollars into events, where they hope to meet with new buyers face-to-face and strengthen current relationships with key accounts. According to research from Bizzabo, 41% of marketers say live events are the most critical channel for…

June 5, 2019
Written by Elise Schoening

Minding The Curiosity Gap: Brightcove PLAY 2019 Shares Insights To Engage, Retain Buyers With Video Content

Over the last several years, video content has become a highly preferred content format for B2B buyers. Demand Gen Report’s 2019 Content Preferences Survey showed that the majority (92%) value video content when researching purchase decisions — with 51% saying it is one of the most valuable content formats.

May 20, 2019
Written by Brian Anderson

The Pedowitz Group Executive Chats Revenue Marketing Maturity In B2B, New Index For Measuring Revenue Transformation

Move over ABM; revenue marketing is the new buzzword taking over B2B as marketers are increasingly pushed to prove ROI. To investigate the state of revenue marketing maturity in B2B, The Pedowtiz Group released its first annual Revenue Marketing Index Report, which reveals that B2B orgs have some room for…

May 16, 2019
Written by Elise Schoening

SiriusDecisions’ Dana Therrien Discusses New Revenue Operations Charter, Highlights The ‘Sirius Seven’ To Alignment

Much like a car, B2B businesses must ensure that their revenue engine is in pristine condition to maximize results and keep the company on course. According to SiriusDecisions, B2B businesses that align their revenue engine grow 12 to 15 times faster than their peers and are 34% more profitable.

May 15, 2019
Written by Brian Anderson

SiriusDecisions Summit 2019: Alignment, Relevance & Respect Key To Well-Oiled Revenue Engine

This year’s SiriusDecisions Summit in Austin put a bright spotlight on the importance of cross-organizational alignment to drive a customer-obsessed revenue engine. According to analysts, the alignment between product, marketing and sales teams is the key to high performance. Yet, many organizations still struggle with it.

May 10, 2019
Written by Klaudia Tirico

B2B Buyers Demand Authentic, Consistent Investments In Philanthropy From Brands

The B2B buyer’s checklist continues to grow and nearly one-third (31%) of buyers say the length of their purchase cycle significantly increased in 2018, according to Demand Gen Report research. In addition to considering deployment time (77%), features/functionality (72%), pricing (71%) and peer reviews (65%), B2B buyers are adding new…

May 7, 2019
Written by Elise Schoening