Demand Gen Report

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Skura Upgrades Sales Enablement Platform For Greater Visibility
Revenue Strategies
Thursday, 27 March 2014 15:44

SkuraSales enablement provider Skura Corp. enhanced its Skura SFX technology platform to provide greater levels of insight, visibility and auditability throughout the entire sales process.

This next generation technology, which the company calls adaptive sales enablement, is designed to align customer interests and behavior with the content, messaging, and activities of sales and marketing teams.

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Uberflip Integrates With HubSpot To Measure, Boost Content ROI
Content Strategies
Thursday, 27 March 2014 00:00

Hubspot UberflipUberflip, an interactive content marketing platform provider, has integrated with HubSpot, offering users of both platforms a more complete view of content performance.

The integration is designed to help marketers understand which types of content are most effective and score individual pieces of content.

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Webinar: Putting The Right Content Strategies, Technologies And Teams In Place To Tell A Compelling Story
Content Strategies
Written by Brian Anderson, Associate Editor   
Wednesday, 26 March 2014 19:30

webinar image - shutterstock 110059637Content marketing has become a primary tactic for many marketers, and with good reason. Nearly three quarters (70%) of B2B buyers report that they rely more on content this year compared to the previous year. Modern marketers are looking for ways to stay ahead of the game by providing insightful content — at the right time — to their audience.

In a recent webinar, titled: The Future Of Content Marketing: How To Rise (And Stay!) Above The Noise, representatives from Marketo and Curata discussed the continuously changing content marketing landscape. They outlined the strategies and technologies needed to maintain the right content marketing mix going forward.

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Sources: IBM-Silverpop Acquisition Imminent
Industry News
Written by Kim Ann Zimmermann, Managing Editor   
Wednesday, 26 March 2014 09:45

Silverpop IBM logosIBM Corp. is reportedly in acquisition talks with Silverpop and a deal is imminent, according to multiple sources. IBM is said to be offering about $270 million, which is about triple Silverpop’s estimated annual revenues of $90 million. Representatives from Silverpop declined to comment and IBM officials were not available to respond to the reports.

The news points to more consolidation in the industry, including Adobe’s recent purchase of Neolane, Salesforce.com’s deal for ExactTarget and Oracle’s acquisition of Eloqua.

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Successful Predictive Lead Scoring Requires Rich Data
Marketing Analytics
Written by Brian Anderson, Associate Editor   
Tuesday, 25 March 2014 15:35

analytics shutterstock 174868067Lead scoring is not a new practice. According to the 2014 B2B Buyer Behavior Survey conducted by Demand Gen Report, 60% of the companies surveyed do lead scoring or plan to over the next year. However, many marketers are struggling to take lead scoring to the next level to predict buyer behavior.

The report shows that 58% of the B2B marketers surveyed state that they want predictive models for their lead scoring programs. But incomplete or inconsistent data (59%) and lack of knowledge on what attributes indicate buying behavior (44%). Lattice Engines CMO Brian Kardon stated in a recent webinar that it’s not that marketers are doing the wrong things; it’s the data being collected that’s coming in under par.

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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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