Demand Gen Report

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Christine Elliott, Crowe Horwath: Piecing Together The Engagement Puzzle
Industry News
Wednesday, 23 April 2014 12:08

C2C ElliottChristine Elliott, Associate Director at Crowe Horwath, views customer engagement as a “puzzle” and her marketing team is continuously looking for ways to put more of the pieces together to get a clearer picture as to how buyers are interacting with content.

Demand Gen Report caught up with Elliott as she prepares for her presentation at the upcoming B2B Content2Conversion Conference, titled: Lead Nurture 2.0: Shifting The Focus To Optimization And Creating Leverage. She discussed the connection between content and engagement and some of the metrics Crowe Horwath leverages.

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B2B Marketers Look To Personalize Web Content By Company, Industry And Role
Content Strategies
Written by Glenn Taylor, Associate Editor   
Wednesday, 23 April 2014 09:27

WebsitePersonalization ImageTo begin the B2B buying process, many prospects go to the web sites of potential vendors to get a feel for what each company can offer. Since the company web site is often the first touch point for potential customers, vendors must find ways to provide relevant content up front.

To accomplish this, B2B marketers are increasingly turning to web site personalization to provide content that is specifically geared towards individual buyers, largely segmented by industry, department, function or role. Some are even taking it to the next level and presenting company-specific content to visitors.

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[Infographic] 5 SEO Strategies Every Company Needs To Master
Rich Media
Wednesday, 23 April 2014 00:00

 

DGR-NL-IG-4-23-2014

Close to 90% of buyers search online before making a purchase. This infographic from Act-On outlines some of the most effective search engine optimization strategies.

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ON24 Debuts Webinar Measurement, Platform Integration Services
Data Management
Tuesday, 22 April 2014 15:59

On24 logoON24 announced a new service that will allow users to integrate their CRM and marketing automation platforms with ON24 webinars, providing the ability to capture key metrics about webinar performance and add them to the customer and prospect databases. The service will allow the ON24 reporting systems to integrate with systems such as Eloqua, Hubspot, Netsuite, Salesforce.com and others.

With webinars being one of the most effective forms of content for B2B marketers, new ways to measure and collect more data on potential customers was a growing necessity. Users will now be able to leverage the ON24 reporting systems to boost sales.

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Demand Metric Summit: Finding Common Ground For Sales Enablement
Revenue Strategies
Written by Glenn Taylor, Associate Editor   
Monday, 21 April 2014 09:15

DemandMetric EnablementSummitJesse Hopps, Founder and CEO of Demand Metric, said one of the key challenges for companies looking to improve their sales enablement process is a lack of a common definition. The strategy is defined by its functions rather than benefits, he explained during a keynote presentation at global marketing research and advisory firm’s inaugural Sales Enablement Summit.

Demand Metric defines sales enablement as “the practices, technologies and tools that improve the performance and productivity of the sales organization” and “sales enablement drives revenue by directly impacting the sales teams’ ability to close more deals,” Hopps noted.

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Demanding Views

Best Practices For Aligning Marketing And Sales Content With Customer Needs

Loren Padelford headshotBy Loren Padelford, EVP of Sales, Skura Corporation

Companies are now required to hone their sales and marketing efforts to the individual needs and interests of each prospect in order to provide positive customer experiences amid the cacophony of today’s marketing-soaked landscape.  After all, 81% of companies with strong customer experience competencies outperform their competition, according to Peppers & Rogers Group.

Getting the right content to the right people remains a challenge for B2B marketers, and yet, there are a number of best practices that can be applied to sales efforts and marketing content creation that, even if a prospect hasn’t told you what their exact needs are, can improve your chances of delivering a responsive, and timely sales pitch that aligns with your prospect’s needs.

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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

KnowledgeTree Content Marketing App For Salesforce

KnowledgeTree LogoThe KnowledgeTree content marketing app for Salesforce matches relevant content to leads and opportunities. The tool is designed to identify the most germane, current and effective content for each sales interaction with prospects.

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Industry Events

The Marketing Nation Summit

When: April 7 – 9, 2014

Where: San Francisco, CA

Join the Marketing Nation as over 3,500 of your peers, colleagues and thought leaders gather to celebrate Innovation in the Nation. Summit 2014 will provide an engaging experience to grow your expertise and network over two and a half days. Connect with ideas, marketers, and resources to help YOU achieve success faster!

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#ICON14

When: April 23 – 25, 2014

Where: Phoenix, AZ

#ICON14 is the eighth annual conference for small business, hosted by Infusionsoft. This 3-day event brings together the brightest minds in small business from around the world to learn, network and share best practices for success. The event provides everything from inspiring keynote speakers to hands-on Infusionsoft training, plus tips on lead generation, conversion and customer delight. Breakout sessions cover a range of topics like Infusionsoft product training, marketing strategy, social media, business management, automation, branding, copywriting, affiliate marketing and more.

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SiriusDecisions Summit 2014

When: May 21 – 23, 2014

Where: Orlando, FL

The SiriusDecisions’ annual Summit is a unique three-day conference where SiriusDecisions analysts and top sales and marketing leaders from Fortune 500 companies and major SMBs share how b-to-b organizations are solving critical issues that hinder predictable growth. Each year, the theme focuses on aspects of how sales and marketing can, and should, intersect.

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