Industry Insights

To Gate Or Not To Gate? New Options And Opinions Emerging In The Debate Over Putting Content Behind Forms

The debate around gating or ungating content has been a topic of conversation among marketers for many years. It’s easy to understand why as gated content plays a crucial role in lead generation. However, there are growing benefits of ungating content, as well, according to experts, especially in specific stages…

October 17, 2018
Written by Klaudia Tirico

Pipeline Velocity Measurement Becomes Next Stage Of Maturity, Revenue Growth

The pressure is on — marketers are becoming more responsible for driving revenue. In fact, Forrester research shows that 82% of CMOs have goals tied directly to revenue. As such, modern marketers are taking an active approach to measuring and accelerating pipeline — a task that was typically reserved for…

October 10, 2018
Written by Elise Schoening

Data, Strategic And Operational Skill Sets In High Demand As B2B Marketing Teams Pivot To Achieve Goals

B2B marketing leaders looking to grow their teams realize that they must adapt to meet the needs of their buyers — as well as exceed business goals. Research from the Economist Intelligence Unit (EIU) shows that roughly 80% of marketing executives say they need to restructure marketing to better support…

October 3, 2018
Written by Brian Anderson

Dreamforce 2018: Staying Connected In The Fourth Industrial Revolution, Voice Tech Joins The Workforce, AI Ethics Become Crucial

As the world moves into the fourth industrial revolution, the key to success is having a connection with your customers. This was a key theme of Salesforce’s annual conference Dreamforce, held this year in San Francisco on Sept 25-28, 2018. During his opening keynote, Founder and Co-CEO Marc Benioff emphasized…

September 28, 2018
Written by Klaudia Tirico

Allego CEO Reveals How Blackjack Experience Can Translate Into B2B Wins

Allego, a sales training, learning and coaching software, recently accepted its first funding round of $7.5 million from General Catalyst. Yet, Yuchun Lee, CEO and Co-Founder of Allego, swears the company has no plans to touch it.

September 21, 2018
Written by Elise Schoening

Adobe To Acquire Marketo For $4.75 Billion

Adobe announced that it has signed a definitive agreement to purchase Marketo for $4.75 billion. The acquisition, which was rumored to be in the works last week, will be used to strengthen Adobe’s Experience Cloud with Marketo’s engagement platform.

September 20, 2018
Written by Elise Schoening

SDR Roles Extending To Human Connection For Marketing, Delivery Of Personalized Experiences

The role of Sales Development Representatives (SDRs) has shifted from the cold-calling days of the past into a multi-channel juggling act. Successful SDRs are able to deliver personalized experiences across channels and leave prospects with a favorable, first impression of their organization. B2B brands such as Terminus, EverString and Dynamic…

September 19, 2018
Written by Elise Schoening