DemandGen Reports

Working to help marketers engage prospects on “their own terms,” Silverpop recently announced new features as part of its Engage 8.3 product upgrade.

Since accumulating data about customers and prospects is an important goal for all marketers, Silverpop has added Progressive Web Forms and Multiple Lead Scoring models to its product suite. Because asking for too much information too soon, or failing to use the knowledge gathered to inform messaging can lead to impatient and uninterested contacts, Silverpop has taken steps to help marketers avoid these pitfalls.

While many organizations are challenged to harvest C-level buy-in on key business decisions, it’s becoming clear that content marketing has made its way up the ranks as a key business driver helping BtoB marketers effectively engage prospects.

A new study commissioned by the Custom Content Council — surveying CMOs in major industry sectors including healthcare, technology, finance, retail, communications and insurance — showed a marked improvement across all categories of usage, receptivity and results. Almost 9 in 10 CMOs said they see value in the service provided by custom content, representing a 15-point increase from 2006. The survey, conducted by GfK Roper Consulting by telephone in January 2011, provides new benchmarking data for a similar study conducted in 2006.