Industry Insights

B2B Technology Adapting To Growing Importance Of Marketing And Sales Alignment

The goal of buyer centricity requires everyone — including marketing, sales and service — to stay aligned for consistent, relevant and resonant experiences with potential customers. At Salesforce Connections 2016 in Atlanta, the topic on speakers’ and attendees’ minds was how technology has begun to help B2B companies align across…

May 18, 2016
Written by Brian Anderson

Marketo Debuts New Platform Architecture, New Products At Annual Summit

“Tomorrow’s Marketer” was the theme of this year’s Marketo Marketing Nation Summit in Las Vegas, and it was the prevailing theme of the series of product announcements made by the cloud-based marketing automation platform, as well. The announcements all focused on putting the marketer at the center of their organization…

May 11, 2016
Written by Carol Krol

Engagio Debuts PlayMaker, Its Account-Based Communications Platform Featuring Human Email

One-year old Engagio, an account-based marketing (ABM) company, has announced Engagio PlayMaker, a new account-based communications platform for outbound marketing. Engagio CEO and Founder Jon Miller said the new platform is based on “account-based everything” rather than account-based marketing. He described account-based everything as a strategic go-to-market approach for organizations…

May 5, 2016
Written by Carol Krol

HubSpot CRO: An Inbound Approach To B2B Sales Creates Buyer Centricity And Context

In the same way buyers want to create their own path through the marketing funnel, B2B sales teams feel similar struggles when looking to engage qualified leads and bring them through the sales funnel to a purchase decision. HubSpot recently came out with a new inbound sales methodology intended to…

April 26, 2016
Written by Brian Anderson

ABM Adoption Soars Among B2B Marketers

Account-based marketing (ABM) adoption in B2B is soaring; more than 70% of B2B companies have staff fully or partially dedicated to managing ABM-specific programs, according to preliminary findings from SiriusDecisions’ 2016 State of Account-Based Marketing Study. The study results were announced at the Demandbase Marketing Innovation Summit for B2B in San…

April 26, 2016
Written by Carol Krol

Demandbase Launches ABM Leadership Alliance

Demandbase announced they have launched the ABM Leadership Alliance, a group of ABM-focused technology and data vendors. The consortium consists of experts from companies including Bizible, Demandbase, Get Smart Content, LookBookHQ, Optimizely, Oracle Marketing Cloud and Radius.

April 21, 2016
Written by Carol Krol

ABM, Nurturing And Data Spotlight Inaugural Campaign Optimization Series

B2B buying habits are adapting and evolving at a rapid rate thanks to the growth of technology and information at the buyer’s disposal. To accommodate this behavior, B2B organizations need to continuously optimize their campaigns to meet buyer expectations. That includes everything from maximizing account-based marketing (ABM) and boosting sales…