As the web plays an increasingly critical role in the BtoB buying process, marketing and sales professionals are challenged to develop an understanding of the pain points and needs of prospects in order to serve up relevant content.

The Online Marketing Summit (OMS) Regional & International Conference Tour, Presented by ClickZ and Online Marketing Connect, explored topics including social Media, search, analytics and demand generation, During the tour’s Jersey City, NJ stop, the content focused primarily on Buyer 2.0 and the increasingly larger role of the web in the buying journey.

Cloud-based integrated marketing software provider Aprimo recently added a new Mobile Marketing module to its Aprimo Marketing Studio (AMS) On Demand solution, which features integrated text messaging (SMS) capabilities to its current campaign management offering. Existing Aprimo customers can immediately begin using the new SMS capabilities.

The new solution is designed to enable users to launch SMS campaigns in four steps — create, launch, track and measure — within the AMS On Demand platform. Companies also can leverage similar segmentation, dialog and campaign measurement functions used in other digital marketing channels, including email and microsites. Aprimo currently uses the mobile module internally.

As SMS usage continues to increase globally, more companies are implementing the tactic to gain new customers, build deeper relationships and create new revenue opportunities through up-selling and cross-selling. Between 2007 and 2010, the total number of SMS messages sent globally tripled from 1.8 trillion to a staggering 6.1 trillion, according to data provided by the International Telecommunications Union. In turn, companies are looking to SMS to send messages with immediacy, brevity and ease. 

Callidus Software recently announced the acquisition of iCentera, a provider of SaaS solutions for sales enablement. Financial terms of the transaction were not disclosed.

Through the acquisition, Callidus plans to integrate the SaaS-based sales enablement platform to its core pillars of sales performance management: Selection, Onboarding, Coaching and Learning and Compensation Management. Callidus said the combined solution set is positioned to enable customers to deploy insight and best practices to optimize sales and channel partner onboarding, gain predictable campaign execution and increase the effectiveness of sales campaigns to increase business opportunities.

Genius.com today announced the launch of its e-Commerce store, in addition to an enhanced self-help center, to help marketers in smaller companies ease the addition of automation tools and functions.

The new online store is designed to enable users to upgrade their Genius accounts to meet growing email marketing and demand generation needs. Similar to a BtoC e-Commerce transaction, users can select their product needs and add them to a shopping cart, submit credit card information and complete the transaction. The account changes are added within 12 hours.

By Brad Heidemann, Founder and CEO, Tahzoo

Relevancy is worth its weight in gold these days. There are too many channels and too much content from which we can all choose each minute of the day and night. If we hit a site that doesn’t click with us immediately, we’re gone. We want the right information, in the right format, at the right time, on our device of choice.

By Brad Heidemann, Founder and CEO, Tahzoo

Relevancy is worth its weight in gold these days. There are too many channels and too much content from which we can all choose each minute of the day and night. If we hit a site that doesn’t click with us immediately, we’re gone. We want the right information, in the right format, at the right time, on our device of choice.

By Brad Heidemann, Founder and CEO, Tahzoo

Relevancy is worth its weight in gold these days. There are too many channels and too much content from which we can all choose each minute of the day and night. If we hit a site that doesn’t click with us immediately, we’re gone. We want the right information, in the right format, at the right time, on our device of choice.

Act-On Software, a provider of cloud-based integration marketing platforms, announced the close of a record Q2 2011, highlighted by revenue growth of 269% over the same period last year. The company also added 137 new customers in the quarter and achieved 49% quarter over revenue growth from Q1 2011. Act-On’s total customer count is currently 300, primarily SMBs. The Beaverton, OR-based company has grown its staff by more than 200% since its first round of funding in November 2010, according to Act-On CEO Raguu Raghavan’s, who told DemandGen Report the company was on pace to reach the 300-customer mark by the close of Q2 in June 2011, when Act-On closed $10 million in Series C Funding.

While BtoB organizations migrate toward the practice of Revenue Performance Management (RPM), the concept is still in its infancy and requires greater sales and marketing alignment to be optimally effective, according to new Gleanster Research.

Although marketing automation technology adopters utilize features like lead scoring, nurturing, and CRM integration, the Gleanster report, found that these tactics fail to address fundamental areas of RPM: connectivity, and dashboards and analytics.

By Jeff Pedowitz, President and CEO, The Pedowitz Group

Great coaches win consistently because they develop great strategies, design winning plays, enforce the fundamentals and execute for results.