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Demand Generation

 

This section highlight automation  and enablement tools, features, functionality, tactics and strategies to optimize demand generation.

 

Act-On Extends Inbound Marketing Capabilities, Unveils Mobile App

Act-On LogoAct-On announced Act-On Inbound, which extends Act-On’s marketing automation platform to include advanced inbound marketing capabilities such as SEO enhancement and in-depth metrics. The company also announced a new mobile app for Android and iPhone users along with increased offerings of mobile-optimized templates, forms, and preview options within the interface.

Act-On Inbound allows customers to optimize their content, blog, and web site for search engines, manage keywords for both SEO and AdWords, and accurately measure the effectiveness of these campaigns.

Lattice Engines Expands Use of Social Data

Lattice logoLattice Engines announced the latest release of its analytics platform, Lattice salesPRISM, which combines social data with predictive capabilities enabled by Big Data.

The new release of Lattice salesPRISM expands the cloud-based platform’s use of social information. Company officials noted that salesPRISM continually monitors social data allowing for a comprehensive understanding of trending activities such as posts, job listings or firmographic data. By combining it with other Big Data and proprietary data sources and applying predictive analytics, salesPRISM directs sales and marketing to the leads with the greatest propensity to buy.

SiriusDecisions Summit 2013: Revamping Lead Sourcing, Content Creation Processes

SiriusDecisionsSummitAt last year’s SiriusDecisions Summit, the big news was the firm’s updated Demand Waterfall — a well-known and widely adopted approach to multi-channel lead sourcing. This year’s Summit, held last week in San Diego, focused on how B2B marketers have (or in some cases have not) adopted the updated Demand Waterfall.

At the same time, the Summit also offered an interesting look at how changing technology and new content trends continue to rewrite the rules of the B2B marketing game.

Renewed Interest In Buyer Personas Fueled By Content Marketing

B2BBuyerB2B marketers have been on a content binge of sorts over the past few years, developing all types of campaigns in a variety of formats to bolster their lead generation efforts. But in the past six months or so, observers say that B2B marketers are realizing that for content to truly resonate, they need to make an even more vigorous effort to understand their buyers, and hence the renewed focus on buyer personas.

“Everyone today is a publisher, and B2B marketers are recognizing that the pressure to publish more targeted and relevant content is growing at a rapid pace right now,” said Adele Revella, President of Buyer Persona Institute. “Marketers are driven to produce assets. Developing buyer personas is a new skill for many marketers that requires a cultural shift.”

EPM Live Announces Salesforce Integration App

epmlive-logo

EPM Live, a cloud-based work management and project portfolio management platform, has released a Salesform.com app. The application integrates CRM capabilities with EPM Live’s existing software that will help streamline business processes and increase ROI, according to company officials.

Individuals can customize the app to personal preferences and communicate with other corporate teams through the Salesforce.com cloud. All critical data that needs to be shared is centralized in the Salesforce.com database, allowing all users in the cloud to view progress and identify potential problems in real-time. Data that can be shared in the cloud include milestones, budget costs, billing and status information.

B2B Content2Conversion Takeaway: Poor Marketing-Sales Alignment Is Costly

C2C 13 Sales EnablementWhen sales and marketing fail to collaborate, it has a big impact on the bottom line. That was one of the key messages from the Sales Enablement Strategies panel at the B2B Content2Conversion event.

Moderator Jon Russo, Founder and CEO of B2B Fusion Group, told the audience that poor sales-marketing alignment costs $14 million a year at a $1 billion firm. “For every 650 leads, one deal is closed in 19 months and sales cycle times have increased by 10% over the past three years, from five months in 2010 to 5.4 months in 2012,” he said, citing figures from Gartner, IDC, Alinean and DiscoverOrg.

Computer Hardware, Telecom Among Leaders In Silverpop's 2013 Email Marketing Benchmarks Study

silverpop logoComputer hardware, telecom and retail were among the highest performing verticals in Silverpop’s recently released 2013 Email Marketing Benchmarks Study. In addition to the standard email marketing benchmarks, the report provides a breakdown of data by top-quartile, median and bottom-quartile performers and analysis by industry and geography.

"In today's very multichannel world, email still plays a critical role in marketing departments across all industries," said Loren McDonald, VP of Industry Relations for Silverpop. "Email remains the most effective channel for delivering personalized, dynamic messages at the right time. For marketers seeking to set their messages apart from the rest of the pack, this benchmark report serves as a baseline for them to not only see where they stand against their peers, but also the direction — and how far — they need to go to be considered a top performer."

A Year After Acquisition By Silverpop, CoreMotives Adds 270 Customers, Billings Up 136%

silverpop coremotivesSince being acquired by Silverpop a year ago, CoreMotives has increased billings by 136% and added more than 270 customers, bringing the total to 1,500 brands currently using the tool to deliver marketing campaigns from within Microsoft Dynamics CRM.

Demand Gen Report spoke with Rhett Thompson, Co-Founder of CoreMotives, and Ellen Valentine, Product Evangelist for Silverpop, about the status of the partnership and the future.

More Articles...

  1. Leads360 Adds Performance-Based Distribution And Lead Scoring
  2. Experian Sees Increase In Email Volume And Open Rates In Q4
  3. Loyalty And Retention Driving Next Generation Of Customer Lifecycle Management
  4. B2B Benchmark Survey Reveals Marketers Expect To Spend More On Demand Gen In 2013