Industry Insights

2017 B2B Buyer's Survey: Risk-Averse Buyers Adding Stakeholders & Peer Checkpoints

The stakes are increasingly high for decision makers involved in business-to-business purchases of solutions and services. As the long-term implications of investments, implementations and integrations are evaluated and scrutinized, organizations are increasingly extending the number of stakeholders involved, taking more time to assess risks/rewards and utilizing access to peer insights…

June 28, 2017
Written by Matt Halchak, Contributing Writer

B2B Marketers Leveraging Digital Tools To Maximize ROI From Physical Events

Events make up approximately 18% of program budgets, according to Forrester research, but the reality is they’re being treated completely wrong.

June 21, 2017
Written by Klaudia Tirico

SiriusDecisions Debuts New Framework To Add Metrics & Accountability Around Alignment

Alignment between sales and marketing has been one of those topics over the past decade where nearly all B2B organizations recognize it is a priority—and typically think they are taking steps to address it. But few have had measurable goals or models to track how their teams are progressing.

June 14, 2017
Written by Andrew Gaffney

Demandbase CEO Discusses Future Growth, Competitive Landscape Following Latest Round Of Funding

Demandbase recently closed $65 million in funding to fuel the growth of its platform, highlighting that investors in the B2B tech landscape see massive potential in how these types of solutions can positively impact marketing initiatives.

June 7, 2017
Written by Brian Anderson

Study: 56% Of B2B Decision Makers Gain No Value From Thought Leadership Content

Despite the known potential of thought leadership content in B2B campaigns, many decision-makers are disappointed with the quality of available thought leadership insights, according to new research from Edelman, the global marketing firm, and LinkedIn. More than half (56%) of respondents agreed that they do not gain valuable insights from…

June 5, 2017
Written by Matt Halchak, Contributing Writer

B2B Marketers Report Stronger Results From Retargeting Programs Tied To ABM, Segmented Campaigns

After seeing mixed results with early forays into display ad retargeting, B2B brands are reporting significantly better success as they attach remarketing tools and tactics to more precise initiatives, such as account-based marketing (ABM) programs.

May 24, 2017
Written by Brian Anderson

SiriusDecisions Unveils New Demand Waterfall Model To Address Changing Dynamics In B2B Engagement

The SiriusDecisions Demand Waterfall has transformed the way thousands of B2B organizations have approached, managed and tracked lead management over the past decade. This week at the SiriusDecisions Summit 2017 in Las Vegas, that iconic framework was transformed to address many of the fundamental shifts towards account strategies, personalization and…

May 17, 2017
Written by Andrew Gaffney