Industry Insights

B2B Companies Successfully Target Small Businesses Through Content And Education

No matter what industry they’re in, B2B small business owners have a few things in common: limited time and resources, relatively small budgets and a desire to self-educate on the fly. When it comes to marketing to small businesses, it’s important for companies to understand these pain points to help…

November 2, 2016
Written by Klaudia Tirico

Raab Associates Debuts Institute For Customer Data Platforms

Raab Associates Inc., a marketing technology consulting company, has debuted the Customer Data Platform Institute, which will offer a suite of resources to help marketers use Customer Data Platforms (CDP) to build a unified customer view, the company said.

October 31, 2016
Written by Klaudia Tirico

Marketo Hires Former SAP Exec Steve Lucas As New CEO

Marketo announced Steve Lucas, former SAP and Salesforce executive,will become the company’s new CEO. He succeeds Marketo Founder and current CEO Phil Fernandez, who will step down on Nov. 1.

October 28, 2016
Written by Brian Anderson

Study: B2B Marketers Low On Demand Gen Resources And Budget

A quarter of enterprise B2B marketers noted that limited resources were their biggest obstacle to meeting their demand gen goals, according to a new study from Annuitas. The demand gen consulting company said marketers also cited lack of budget (18%) and lack of a defined strategy (15%). In addition, more…

October 27, 2016
Written by Brian Anderson

Leaked Emails Reveal Salesforce’s M&A Target List

The Wall Street Journal reported that Salesforce had eyes on acquiring more than a dozen public companies, according to a recently leaked internal presentation for its board members.

October 19, 2016
Written by Klaudia Tirico

Longer Buying Cycles, Shifting Expectations Cause B2B Marketers To Rethink Strategies

The B2B buyer’s journey continues to grow longer and more complex: Almost half of the B2B buyers surveyed for Demand Gen Report’s 2016 B2B Buyer’s Survey said their purchasing cycles have increased somewhat since last year. That’s because there are more people getting involved in the buying process, they’re taking…

October 12, 2016
Written by Olivia LaBarre

Dreamforce 2016: How Disruptive Will AI Be In B2B Technology?

Image Source: Instagram Artificial intelligence (AI) and machine learning are by far the biggest innovations — and topics of discussion — for marketers at Salesforce’s Dreamforce 2016 Conference in San Francisco this week.

October 5, 2016
Written by Carol Krol