Industry Insights

B2B Marketers Leverage The Marketing Cloud To Personalize Engagement

Following several years of hype and some debate over competing concepts, the marketing cloud is becoming a reality. Companies such as PR Newswire are seeing an increase in leads and engagement through the integration of marketing activities under the marketing cloud. Personalization is among the key benefits of marketing clouds, as…

March 11, 2015
Written by Brian Anderson, Associate Editor

Demand Gen Summit: Marketers Look To Generate Demand By Fishing With A Smaller Net

During his presentation as part of the Demand Gen Summit track at the B2B Content2Conversion Conference, Jason Hekl — VP and Group Director of SiriusDecisions — described the concept of “small-net fishing,” in which marketers proactively target narrowly defined groups of new prospects. His remarks mirrored the strategies of many…

February 25, 2015
Written by The Demand Gen Report Staff

C2C15 Recap: The Indirect Buyer’s Journey, Buyer Centricity And Influencers Hot Topics

Many of the speakers at this year’s B2B Content2Conversion Conference noted that the buyer’s journey doesn’t always follow the path that marketers intend. Marketers rely on campaigns to move buyers through the funnel, but Ardath Albee, CEO of Marketing Interactions, stated they can sometimes hinder the journey. “Campaigns are a…

February 18, 2015
Written by Demand Gen Report Team

C2C15: Leveraging Influencers For Credible, Valuable Content

Nearly all (90%) of B2B companies are using content marketing, and 82% of senior executives say content is driving their buying decisions. Demand is high, not for more content, but for more meaningful content. Meaningful content is obtainable through partnering with influential people in the industry, according to Lee Odden,…

Increasing Content Relevancy, Value & Utilization Top Themes At Content2Conversion Conference

The more than 450 B2B marketers who will be gathering in Scottsdale, AZ next week for the Content2Conversion and Demand Gen Summit events will be getting something of a wake-up call from the top analysts presenting. Despite the increased investments in content marketing, there is still a considerable disconnect in…

February 11, 2015
Written by Brian Anderson, Associate Editor

Forrester's Laura Ramos To Highlight Content Storytelling Strategies At C2C

Compelling content that entertains and educates its target audience can often be more successful than other generic content shared during a campaign. It is crucial that content marketers align with their buyers and bring context to the content that they are providing prospective buyers. Without this alignment, their content marketing…

February 10, 2015
Written by Brian Anderson

Carlos Hidalgo To Discuss Change Management For Content Marketers At The B2B Content2Conversion Conference

As the way B2B buyer's research their purchasing decisions continue to adapt and change, B2B marketers continue to manage and operate a content marketing strategy that is not set in stone. This ultimately creates a disconnect between their brand and the prospective buyer due to irrelevant or inferior content. That…