DemandGen Report

2011 was something of a tipping point year for B2B marketers. Connecting with prospects on a growing list of mobile devices and across social media platforms were just a few of the challenges added to the list of traditional campaign initiatives.

In an effort to uncover some of the secret sauce that helped leading B2B organizations fuel efficiency and growth last year, DemandGen Report surveyed more than a dozen demand generation experts to find out “what’s working” and why.

As marketers focus deeper on the funnel and look to impact the revenue cycle, there was more of a focus on the tactics and strategies that helped to convert qualified leads into opportunities, as well as new content formats that helped to break through with today’s time- and attention-starved buyers. Additionally, marketers are increasingly turning toward marketing tactics centered on social, inbound, integration and data management to maximize campaigns initiatives.

Recently appointed managing director of Marketo EMEA, Fergus Gloster discusses the company’s plans for European expansion and key market trends.  The former SVP of corporate sales and a founding director of salesforce.com’s European operations, Gloster shared more with DemandGen Report about the Marketo’s plans for building out the European hub, the recent changes in the buying cycle and his thoughts on Marketo’s position in the automation space.