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Demand Generation

Demand generation encompasses the process of identifying, approaching and engaging prospects. This section highlights how B2B companies are leveraging inbound and outbound marketing tools and strategies to accelerate the buying cycle.

Leadspace And LeanData Partner To Enhance Demand Gen, ABM Efforts

Leadspace And LeanData Partner To Enhance Demand Gen, ABM Efforts

Lead management company LeanData and predictive analytics provider Leadspace have integrated their solutions to help B2B marketers increase demand generation and account-based marketing (ABM) conversion rates, according to both companies. Current customers can continue to use the platforms with their existing workflows, but may see improved output from the behind-the-scenes…
Why Calling ‘Plays’ Could Become A Critical Talent For B2B Marketers

Why Calling ‘Plays’ Could Become A Critical Talent For B2B Marketers

When you hear B2B marketers talk amongst their peers or give presentations to an audience, terms like nurtures and campaigns are often the words they use to describe their initiatives to engage prospects. That vernacular is starting to shift a bit, though. At a recent “ABM After Hours” event in NYC, hosted by Everstring, instead of discussing nurture streams or campaign themes, the two speakers were referencing “coordinated plays” to…
Do Leads Matter Anymore?

Do Leads Matter Anymore?

As part of the excitement building around account-based marketing (ABM), there has been a growing school of thought that leads and conventional funnel metrics will become a thing of the past.
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