Demand Gen Report

At last week's SiriusDecisions Summit, there was a lot of discussion about the role that tight, multi-system data integration will play in the future of marketing technology. It's an interesting and relevant topic, given some of the announcements being made this week at the Silverpop Amplify 2013 event.

Silverpop recently announced Email Insights — an application, built in conjunction with email analytics provider Litmus that allows marketers to preview and control how their email renders across multiple platforms and devices. In addition, Silverpop has unveiled Universal Behaviors, a much broader data-integration and behavioral marketing platform.

In today’s digital world, B2B buyers have come to expect more personalized content. This infographic from Pardot outlines the benefits and opportunities for expanded use of personalization.

At last year’s SiriusDecisions Summit, the big news was the firm’s updated Demand Waterfall — a well-known and widely adopted approach to multi-channel lead sourcing. This year’s Summit, held last week in San Diego, focused on how B2B marketers have (or in some cases have not) adopted the updated Demand Waterfall.

At the same time, the Summit also offered an interesting look at how changing technology and new content trends continue to rewrite the rules of the B2B marketing game.

Limelight Networks unveiled the next generation of its Limelight Orchestrate Digital Presence Platform, which integrates content management, video and cloud storage under one platform.

Orchestrate V2.0 includes a broad range of innovations to help Limelight customers leverage video, rich media, web and social content to create consistent digital experiences across channels, devices and geographies, said company officials.