Industry Insights

B2B Marketers Leverage Interactive Content For Relevant Buyer Experiences

B2B buyers want more interactive content to help them make their buying decisions, and companies such as Lenovo and Lattice Engines are leveraging formats such as assessments, quizzes and video to promote engagement throughout the buyer's journey.

August 19, 2015
Written by Brian Anderson

Creating Data-Driven Buyer Interactions A Hot Topic At CRM Evolution 2015

B2B buyers expect more personalized messaging, and emerging technologies such as predictive tools and advanced analytics position B2B organizations to provide buyers with more relevant experiences. These are just some of the takeaways from CRM Evolution 2015, a three-day event with sessions designed to help attendees learn how to adapt…

August 18, 2015
Written by Brian Anderson

B2B Marketers Flock To Predictive Analytics As Sector’s Promise Fuels Major Growth

B2B marketers are beginning to recognize the power and benefits of predictive marketing analytics and are investing heavily to get up to speed this year. They still have a long road ahead, but early wins by progressive marketers are garnering major attention and spurring demand. Vendors in the space,…

August 12, 2015
Written by Carol Krol

Study: B2B Buyers Open To Relevant Vendor Outreach

While B2B buyers continue to self educate before interacting with a salesperson, a recent report shows that 83% of respondents said they were receptive to outreach from vendors if the interactions were relevant and contextual. The study, Selling to the Information Driven Business, was commissioned by Salesforce Pardot and conducted…

August 7, 2015
Written by Brian Anderson

Study: Only 27% Of B2B Marketers Effectively Manage, Leverage Visual Content

A recent study from the CMO Council revealed that 65% of marketers recognize that visual content is vital to their brand's messaging. However, only 27% of senior marketing executives are able to organize and manage their visual content across the company's marketing and non-marketing teams. The study, From Content To…

August 4, 2015
Written by Brian Anderson

HubSpot CMO And Content VP Depart Amidst Ethics Violations; Bodnar Named CMO

HubSpot CMO Mike Volpe and VP of Content Joe Chernov have departed after an internal review revealed that they violated the company's business conduct and ethics policies. Kipp Bodnar, the company's VP of Marketing, was named as the new CMO effective immediately. Bodnar will continue to report to JD Sherman,…

July 30, 2015
Written by Brian Anderson

ABM, Predictive And Full-Funnel Strategies Highlight The 2015 Lead LifeCycle Series

The B2B buyer's journey is fluid and progressive marketing teams are leveraging tactics such as account-based marketing (ABM) and predictive analytics to provide relevant and resonant content to prospects at any stage of the sales funnel. These were some of the insights shared during the 2015 Lead LifeCycle Series. Roughly…

July 29, 2015
Written by Brian Anderson