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Marketing Operations

As data-driven marketing becomes a focus for more B2B companies, the role of marketing operations is out front. This section takes a look at the role of marketing operations in developing best practices that focus on metrics dashboards, resource/asset management and other marketing automation tools

The Buyer’s Journey Is The Centerpiece Of ABM Success

The Buyer’s Journey Is The Centerpiece Of ABM Success

For B2B companies, account-based marketing (ABM) represents a major shift in the traditional marketing focus from pure lead generation across all companies to lead generation and ongoing nurturing specifically to a named set of accounts that the sales team is also targeting.
Video, Millennials And Alignment Ring Out #C2C16

Video, Millennials And Alignment Ring Out #C2C16

The 2016 B2B Content2Conversion Conference and Demand Gen Summit in Scottsdale, AZ, hosted more than 700 B2B marketing executives with three days of content marketing and demand generation learning and insight. During the closing keynote, attendees were provided a holistic view of key themes being discussed by today’s CMOs, including…
Atmel’s Sander Arts, Extole’s Jen Gray Reveal ABM Journeys At C2C16

Atmel’s Sander Arts, Extole’s Jen Gray Reveal ABM Journeys At C2C16

A 2015 study from SiriusDecisions found that 90% of marketers believe account-based marketing (ABM) is a must-have, but only 20% have implemented the strategy within their organization. Those who are using it are seeing significant success. During a panel at the 2016 Content2Conversion and Demand Gen Summit conference, moderated by…
Taking Control of Your Lead Generation

Taking Control of Your Lead Generation

Traditionally, B2B publishers use a variety of tools to execute lead generation efforts. This process includes multiple departments — IT, sales, engineering and account management, among others. It typically is inefficient and wasteful.
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