News

Mardevdm2, a global data and marketing services partner and division of Reed Business Information, recently unveiled its new brand, focused on sales and marketing alignment, integrating data with demand generation programs and end-to-end marketing program management.

Built on a “strategy to results” approach, the new brand launch is aimed at keeping up with ongoing marketing community trends. The mardevdm2 brand has expanded its global service portfolio with the addition of demand generation and marketing automation programs, market segmentation and targeting profiling, lead nurturing, analysis and scoring and buyer propensity modeling.

ZoomInfo, a provider of BtoB directory and business information, announced a significant uptick in business, reporting a 38% year-over-year growth in sales to new enterprise customers during Q1 2011. The company attributes the growth to its customized list-creating and contact-updating services.

Illustrating the growth of those services, ZoomInfo Data Services customer Eloqua, a provider of revenue performance management solutions, reported that it more than tripled the number of qualified leads garnered from email campaigns, built on a ZoomInfo email list.

Grabbing market share requires BtoB marketers to develop and maintain a sound understanding of their target customers. Marketers are challenged to cater to customers’ priorities, worries, business challenges and needs more so than ever before.

Most companies have received a passing grade when it comes to the basic curriculum for marketing automation deployment, but the advanced classes of the technology are proving to be difficult. A new survey by DemandGen Report found a wide majority are successfully utilizing email marketing, web forms and landing page tools, but are struggling to successfully deploy more advanced tools such as lead nurturing and lead scoring are taking more time to master.

The Marketing Automation Growth Curve survey, conducted in March and April of this year, targeted firms that have already deployed a marketing automation system. The survey found most marketers are starting with the basic tools and then graduating over time to more sophisticated functionality, such as lead nurturing and lead scoring.

According to industry sources, marketing automation vendor Marketbright, Inc. has assigned all of its operating assets to Credit Management Association (“CMA”) for “liquidation through a general assignment for the benefit of Marketbright’s creditors.”

Marketbright’s former CEO Erik Bower has been engaged to solicit bids for the purchase of rights to Marketbright’s proprietary software (version 1 and version 2) as well as the right to negotiate new contracts with Marketbright customers. The other assets listed included marketing materials, including domain name, web site, contact/lead database, blog and web site content. CMA expressed a willingness to sell the assets individually or in bulk, depending on the best bid.