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Data Management

A core component of marketers' foundational go-to-market strategy is the ability to effectively manage and utilize data. This section highlights trends in data management, as well as specific tools and technologies helping companies streamline their internal usage of data.

Big Data Drives 50% Growth In Customer Transactions For Extraprise In 2011


Extraprise, a provider of revenue optimization services for BtoB and BtoC enterprises, reported more than 50% growth in customer interactions in 2011 from multi-channel marketing campaigns executed by its i2i database marketing and demand generation services. Extraprise clients span across several vertical markets, including high technology, financial services, pharmaceuticals, business services, publishing and travel.

According to the company, the explosion of data and customer interactions is driving demand for right time revenue optimization services. Enterprise data is expected to grow at 650% in the next five years, with 80% of that data being unstructured and driven by customer conversations in call center notes, social media posts, CRM systems and email, according to Gartner.

Demandbase Enhances Real-Time Identification Service To Better Categorize Web Site Visitors



Demandbase, a provider BtoB marketing performance improvement technology solutions, today announced enhancements to its Real-Time Identification Service. The solution now includes enhanced audience classification capabilities for worldwide business web traffic.

Specific audience classifications include business size, industry/verticals, government, education, residential and wireless. These enhancements are designed to enable marketers to personalize content more effectively, and optimize their web sites and digital marketing programs to improve customer acquisition and customer retention.

New ZoomInfo Service Tests Email Addresses To Verify Deliverability


ZoomInfo, a leading provider of business contact data, today announced a service designed to help BtoB email marketers improve deliverability, as well as avoid blacklisting and other problems associated with high bounce rates.

ZoomInfo Email Address Validator is designed to test every email address in a customer’s database (without sending actual messages) to confirm deliverability. The service returns the customer’s file with all invalid email addresses and spam traps tagged for easy removal or replacement, along with a detailed report. ZoomInfo’s data experts also can remove all invalid addressees, replace outdated information with correct data and help marketers find more buyers by adding new contacts and appending other missing data to existing records.

  • Written by Demand Gen Report Team
  • Category: Data Management
  • Hits: 2545

Steps To Build Prospect-Centric Processes Presented By Eloqua CTO At Online Marketing Summit


With the web now driving the majority leads and prospect engagement, BtoB organizations are presented with a unique opportunity to rethink selling processes to match the new patterns of buyer research, behavior and decision-making. With that said, marketers must implement more creative ways to guide buyers through a structured process, built on the careful selection of topics and timing to nurture the need for self-directed discovery, rather than ineffective push techniques.

Presented by ClickZ and Online Marketing Connect, The Online Marketing Summit (OMS) Regional & International Conference Tour, July 12 in Jersey City, NJ, explored buyer 2.0 and the increasingly larger role of the web in the buying journey.

  • Written by Mike Santos
  • Category: Data Management
  • Hits: 2611

Testing: 5 Steps To Find The Right Formula For Effective Emails

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By Jeff Revoy, Chief Product, Marketing and Strategy Officer, iContact

Testing is the most effective, most often overlooked, way to improve the results of email marketing campaigns. It yields actionable data that can be used to improve poorly performing campaigns or to give good campaigns that little boost into the stellar range. Unless emails consistently result in 100% conversion rates, there is always room for improvement.

  • Written by Demand Gen Report Team
  • Category: Data Management
  • Hits: 2257

Relevancy: The Case for Personalization

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By Brad Heidemann, Founder and CEO, Tahzoo

Relevancy is worth its weight in gold these days. There are too many channels and too much content from which we can all choose each minute of the day and night. If we hit a site that doesn’t click with us immediately, we’re gone. We want the right information, in the right format, at the right time, on our device of choice.

  • Written by Demand Gen Report Team
  • Category: Data Management
  • Hits: 2189

Lack of Information And Process Hinders Channel Sales Team, Research Shows


A lack of information available to channel sales executives accounts is resulting in an extreme loss of revenue and potential opportunities, according to the findings of a survey of senior channel sales and marketing executives. The research, conducted by cloud-based channel management solution provider Channelinsight, revealed that incentive program performance, partner and end-customer identification and segmentation information are vital to channel program success. 

The survey found inaccurate incentive payments and a lack of a simple, automated system for managing incentives were damaging confidence in channel programs, as only 33% of survey respondents are somewhat or very satisfied with their current incentive program performance. On average, respondents believe they overpay on incentive programs by 6%, and only 40% of indicate that company channel incentives are calculated and processed automatically.

BtoB Insiders Weigh In On U.S. Implications Of New European Tracking Regulations

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In the wake of recently proposed “Do Not Track” legislation in the U.S., new European privacy regulations have gone into effect May 26, 2011. Under an added amendment to the EU privacy directive, organizations conducting online marketing campaigns in the member states must receive explicit permission, or opt-in consent, to track individuals’ actions online. Industry insiders say there could be implications for U.S. Marketers from the EU regulations, while others point out the new rules are an opportunity to take standardized approach to privacy around the globe.

“Permission-based marketing is now more important than ever,” said Reinhard Janning, CEO of DemandGen International, Europe. “Without an explicit opt-in you cannot communicate or track your prospects. This means that your communication needs to be targeted and relevant in order to get permission to market to these prospects. In addition, you will need to make it easy for prospects to opt-in to your communications and engage in a virtual dialogue.”

  • Written by Demand Gen Report Team
  • Category: Data Management
  • Hits: 1975

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