Industry Insights

Demandbase Launches B2B Data Cloud, Adds Job Function Targeting

Demandbase unveiled its B2B Data Cloud, a platform designed to combine the company's network IP address identification technology with behavioral data located in the user's current data management system. The new Data Cloud positions Demandbase customers to enhance their display ad targeting capabilities and create personalized messaging for prospective buyers.

November 10, 2015
Written by Brian Anderson

Exclusive Research: Marketing Budgets Shift To Data-Driven Initiatives

As the performance of traditional demand generation practices plateaus, many marketers are shifting their budgets to data-driven initiatives in an effort to improve targeting, enhance personalization and convert more prospects.

November 4, 2015
Written by Kim Zimmermann

Marketers Turn To Organic Marketing Initiatives To Boost Content Engagement

Marketers are creating more organic content marketing initiatives — fueled by SEO and insights gained through content performance metrics — to boost engagement and content effectiveness.

November 4, 2015
Written by Brian Anderson

Data And Segmentation Are Pivotal To Personalizing B2B Buying Experiences

B2B marketers are digging deeper into data about anonymous buyers, enabling companies such as Iron Mountain and SchoolDude to offer personalized content and web experiences to prospects before they identify themselves.

October 21, 2015
Written by Brian Anderson

Survey: Data-Driven Content Marketing Drives Five Times More Marketing-Attributed Revenue

Data-driven content marketing strategies generate nearly five times more marketing-attributed revenue than standard content marketing tactics. This is one of the key findings of a new Aberdeen Group report titled, The Future of Content Marketing: The Age of Content Science.

October 16, 2015
Written by Kim Zimmermann

Advanced Attribution Models Emerge For B2B Marketers

Marketing attribution models and tools are emerging that enable B2B marketers to tie sales to specific marketing campaigns and initiatives that contributed to revenue, experts note. And while most companies are not there yet due to the complexity of full-funnel attribution, those who are doing so are seeing a significant…

October 14, 2015
Written by Carol Krol

B2B Marketers Leveraging Data To Make Buyer Personas More Accurate And Actionable

B2B marketers are starting to rely more on data-driven persona development as a way to personalize their interactions with prospects and enhance engagement. Leveraging customer insights and predictive tools within personas, some leading B2B organizations say they have been able to create more contextual and personalized digital experiences for their…

October 7, 2015
Written by Kim Zimmermann