Demanding Views

By David M. Raab, Principal, Raab Associates

There have been two recent acquisition announcements in the B2B marketing automation space: LoopFuse by Salesfusion and LeadRocket/Genius by CallidusCloud, which owns LeadFormix. Both of the acquired vendors had bright prospects at one time but fell by the wayside. Interestingly, both pursued a “freemium” strategy of offering their system for free to users with small databases.

by Cliff Pollan, Founder and CEO, Postwire

At its core, content marketing in the B2B world is a sound strategy that when executed well can generate demand, educate prospects and clients, and can be tailored to their needs at different points. It forces marketers to think differently about the world around us. No longer can we scream out our message and wait for a response, as buyers will just tune us out. Rather, we must be there with the right content when they are doing their research.

by Dan McDade, President and CEO, PointClear

A healthy, driven inbound marketing department is great, but over-reliance on inbound marketing (what I like to call “inbounditis”) negatively affects the revenue backbone of any company. In fact, it makes the whole sales pipeline sick.