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B2B Marketers Look To Expand Predictive Capabilities Throughout The Customer Lifecycle

PredictiveMarketingFeature imageWhile it has been a successful tool for top-of-funnel demand generation, predictive marketing is becoming more widely used by B2B marketers to improve engagement at all stages of the buying cycle. Companies such as Salesforce have launched new predictive marketing capabilities within their offerings, aiming to enhance the customer experience throughout the entire customer journey by embedding predictive capabilities within the marketing cloud.

Industry experts noted that the expansion of predictive beyond lead scoring and early-stage demand generation is a growing trend.

"Leaders, especially in marketing, need to be able to extract insights and make predictions based on existing and external data," said Meagan Eisenberg, CMO of MongoDB and former VP of Customer Acquisition and Marketing at DocuSign, in Demand Gen Report's 2015 Marketing Automation Outlook Guide. "Marketers also need to create efficiencies in the follow up of leads using predictive analytics and modeling to create a better scoring methodology to focus on opportunities most likely to turn into customers."

It's The End of the Funnel As We Know It


OD calendar templateThe signs of change are everywhere. With the Salesforce acquisition of ExactTarget and Oracle’s acquisition of Eloqua, the lines between CRM and marketing automation are disappearing. At the same time the roles and expectations of sales and marketing teams are being re-written. 

Rather than simply driving and managing leads in the upper funnel, progressive companies are discovering a new hourglass model aimed at both accelerating customer acquisition and strengthening customer retention. 

New Survey Shows Growing Influence Of Content On Demand Generation


ManticoreContent_WP_Cover_200wWith marketers now seeing such a clear connection between content and demand generation, new research revealed a growing interest in the ability to measure the impact specific content pieces are having on engagement and revenue.

The survey, conducted by DemandGen Report (DGR), and sponsored by marketing automation provider Manticore Technology, found a growing interest in measuring the impact of specific content pieces on various phases of the sales funnel, with 31% of respondents indicating they currently measure and attribute the impact of specific content; and 59% indicating and interest in tools that can help measure the impact.

New Survey Shows Growing Influence Of Content On Demand Generation


ManticoreContent_WP_Cover_200wWith marketers now seeing such a clear connection between content and demand generation, new research revealed a growing interest in the ability to measure the impact specific content pieces are having on engagement and revenue.

The survey, conducted by DemandGen Report (DGR), and sponsored by marketing automation provider Manticore Technology, found a growing interest in measuring the impact of specific content pieces on various phases of the sales funnel, with 31% of respondents indicating they currently measure and attribute the impact of specific content; and 59% indicating and interest in tools that can help measure the impact.

LeadMD Prescribes Conversational Approach For Automation Adopters

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LeadMD, a new marketing services company focused on organic lead generation was launched last week by Justin Gray. The former CEO & Founder of MaaS Impact, created LeadMD with the purpose of helping companies prepare for and leverage marketing automation technologies.

LeadMD’s services are focused on helping companies implement conversational marketing, enabling meaningful interactions based on rich content that educates the buyer and allows them to consume information at their own pace. Based on those interactions, and buyer personas that LeadMD works with clients to define, prospects can be engaged at their peak level of interest.

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