Demand Gen Report

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C2C15 Recap: The Indirect Buyer’s Journey, Buyer Centricity And Influencers Hot Topics
Content Strategies
Written by The Demand Gen Report Staff   
Wednesday, 18 February 2015 10:12

C2C15 logoMany of the speakers at this year’s B2B Content2Conversion Conference noted that the buyer’s journey doesn’t always follow the path that marketers intend.

Marketers rely on campaigns to move buyers through the funnel, but Ardath Albee, CEO of Marketing Interactions, stated they can sometimes hinder the journey. “Campaigns are a company construct, not your buyer’s agenda,” she said. (Coverage of her session here).

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The Evolving B2B Buying Process
Rich Media
Tuesday, 17 February 2015 00:00

DGR-NL-IG-2-18-2015

B2B buyers are embracing online options to research and purchase products, B2B suppliers need to evolve and must seek out new opportunities to engage their high-tech targets. MDG Advertising analyzed a 2014 B2B procurement study by Acquity Group and compiled its findings into this infographic.

 

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C2C15: Leveraging Influencers For Credible, Valuable Content
Content Strategies
Tuesday, 17 February 2015 13:56

LeeOddenSpeaking imageNearly all (90%) of B2B companies are using content marketing, and 82% of senior executives say content is driving their buying decisions. Demand is high, not for more content, but for more meaningful content. Meaningful content is obtainable through partnering with influential people in the industry, according to Lee Odden, CEO of TopRank Online Marketing, during his session at the B2B Content2Conversion Conference.

"Buyers are overwhelmed by the amount of content out there, and content marketers are looking for new ways to create this meaningful content in a way that is valuable to their prospects," Odden added."Influencers can help bring value to your content that resonates with your target audience."

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SocialWhirled Highlights Year-End Growth, Plans For Self Service Portal
Industry News
Tuesday, 17 February 2015 10:00

SocialWhirled logoSocialWhirled, a campaign automation platform provider, announced its year-end growth for 2014, highlighting plans to launch a self-service portal for clients in 2015 — designed to edit and manage marketing and advertising campaigns.

The company's suite of tools is designed to coordinate the creation and management of marketing and advertising campaigns through the social, mobile and digital channels. The company states that its clients have engaged with over 150 million prospects through social, mobile and digital channels using its platform.

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BrightEdge Integrates Content Performance Tool With Adobe
Industry News
Monday, 16 February 2015 10:00

BrightEdge logoBrightEdge, a content performance marketing platform provider, announced the launch of Content Optimizer 3.0, a tool designed to provide marketers with insights into competitors’ content.

Content Optimizer 3.0 integrates with Adobe Experience Manager, intended to help users tap into web-wide competitor content data, and apply that data to be prepare a more strategic content creation initiative.

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Demanding Views

5 Technology Questions Global Marketers Need to Ask

By Heidi Lorenzen, CMO, Cloudwords

Heidi Lorenzen PhotoTo reach 95% of business professionals, a brand must speak 10 languages. That’s a lot of translating, even for today’s modern marketers who now have more than 1,000 marketing technologies available to them for boosting productivity, scaling personalization, and simplifying and accelerating localization. According to a recent study from DNN Software, 15% of marketers surveyed use 10 or more different technologies for their daily work activities.

Good marketers know that creating a personalized experience for customers in other territories that generates demand means identifying and localizing the most important digital touch points. Marketing in multiple languages is an imperative for companies looking to build brands around the world, and it requires commitment, time and energy — as well as the right technology — to set themselves up for success.

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The 2014 B2B Buyer Behavior Survey

Demand Gen Report’s 2014 B2B Buyer Behavior Survey provides insights into how B2B buyers make their decisions. Buyers are waiting longer to engage with sales, but they are more satisfied with the process than in years past. For an in-depth look at this research, download the report now!

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Solution Spotlight

LeanData Aims To Simplify Account-Based Marketing

LeanData logo - full color - screen use RGBLeanData is an account-based lead management suite designed to support account-based marketing and target account selling initiatives.

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Industry Events

Social Media Marketing World

When: March 25 - 27, 2015

Where: San Diego, CA

Social Media Marketing World 2015 is the world's largest social media marketing conference. By attending, you'll make connections with 100+ of the world's top social media pros (plus 2500 of your peers) and you'll discover amazing ideas that'll transform your social media marketing strategies.

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MarTech San Francisco 2015

When: March 31 - April 1, 2015

Where: San Francisco, CA

MarTech is a vendor-agnostic forum for understanding the breadth of marketing technologies and how organizations can effectively integrate them into their marketing strategy and operations.

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Forrester's Forum For Marketing Leaders

When: April 14 - 15, 2015

Where: New York, NY

In the age of the customer, marketers face three acute strategic and operational challenges: how to connect with distracted, empowered customers; how to engage customers once those connections are made; and how to nurture customer obsession as a strategic imperative throughout the organization. This Forum will teach you how to build and lead a next-generation marketing organization focused on customer obsession.

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