Intent and signal data are nearly synonymous with B2B marketing, serving as the fuel to power hyper-personalized, highly targeted campaigns. These data sources are crucial in de-anonymizing stealth buyers, who prefer to research solutions and platforms independently before reaching out to a sales rep. To that end, almost a third of marketers plan to invest in intent data throughout the…

Converting B2B prospects into buyers is often a complicated, lengthyprocess. This is especially true for high-dollar purchases, such as software, that involve multiple stakeholders. There are a lot of balls in the air, and lead nurturing campaigns must consider the role each stakeholder plays in the decision-making process. Additionally, a strong lead nurturing strategy requires data-driventouchpoints that provide personalized content for each stage…

In the era of self-service buying journeys, B2B advertising is simultaneously a marketer's best friend and worst enemy. While serving up an advertisement is a surefire way to promote brand engagement, irrelevant, 'spammy' ad campaigns will have prospects clicking in the other direction. The experts explained that the top three components practitioners must consider when creating engaging ads are content,…