Industry Insights

Marketers See Promise In Combination Of Predictive Intelligence And Account-Based Marketing

Marketers eager to capitalize on the strength of predictive marketing are driving their vendor partners for additional strategies and capabilities, and account-based marketing (ABM) tops their wish list. While many B2B marketers are still figuring out how best to deploy ABM, some early results combining predictive intelligence with ABM are…

March 16, 2016
Written by Carol Krol

Marketo Partners With Accenture To Fuel Upmarket Growth

In the company’s continued effort to push upmarket with its marketing automation product, Marketo announced that it has partnered with Accenture to strengthen relationships with current and prospective accounts for both parties.

March 10, 2016
Written by Brian Anderson

B2B Marketers Tap Review Sites For Higher Conversion Rates

With more buyers looking to colleagues and peers to research buying decisions, B2B organizations such as Dashlane and Booker Software are turning to online review platforms to enhance their marketing efforts. These review sites can provide credible user experiences with the company’s solutions or services to prospects and customers.

March 9, 2016
Written by Brian Anderson

Study: 83% Of Marketers Struggle With Content Personalization

Eighty-three percent of marketers say creating personalized content is their biggest challenge, according to research published by interactive video technology provider Rapt Media, and an overwhelming majority (94%) believe that content technology is necessary to create personalized content. Despite that, most content marketers said they would invest in content distribution…

March 8, 2016
Written by Klaudia Tirico

Study: 71% Of B2B Marketers Say Digital Ads Don’t Meet Expectations

Demandbase announced the results of its Ad Waste Survey, revealing that 71% of B2B marketers admit their organization’s digital advertising fails to meet their expectations. The survey, issued in conjunction with Wakefield Research, polled 500 B2B marketers at the manager level or higher, at companies with more than 250 employees.

March 4, 2016
Written by Klaudia Tirico

SEO Strategy: Go Beyond Keywords To Satisfy B2B Buyer Needs

Search Engine Optimization (SEO) remains a key element of a successful content marketing strategy, but today’s approach has to focus on answering buyers’ questions as they conduct research at various stages of the buying cycle. Buyers also need to use SEO to make content more accessible and easy to surface.

March 2, 2016
Written by Kim Zimmermann

Contently Acquires Docalytics To Optimize Customer Content Efforts

Contently, a content marketing technology provider, has acquired marketing and sales analytics start-up Docalytics for an undisclosed amount. The acquisition will give Contently access to the Docalytics Insight Engine, a tracking and analytics software, which positions users to track, manage and optimize content production and performance.

February 19, 2016
Written by Klaudia Tirico