Demand Gen Report

Marketers Refine Segmentation Strategies To Boost Lead Nurturing Success
Demand Generation Strategies
Written by Brian Anderson, Associate Editor   
Wednesday, 20 August 2014 10:30

lead-nurture-feature imageB2B buyers rarely make a buying decision on the first touch. Marketers have incorporated lead nurturing initiatives into their marketing mix as a way to keep the brand top-of-mind among prospective buyers. However, they continue to struggle with keeping prospects engaged during prolonged buying cycles.

More than half  (58%) of B2B buyers  spent more time researching purchase decisions than they did a year prior, according to Demand Gen Report’s 2014 B2B Buyer Behavior Survey. As buying cycles grow longer and longer, marketers need to have a deep understanding of their prospective customers so their content and engagement have a positive impact on buyer decisions. By segmenting their lists, marketers will be able to tailor each message specifically to individual buyer’s expectations.

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Act-On Builds Native Integration To Major CRMs
Industry News
Wednesday, 20 August 2014 08:10

Act-On-TransparentAct-On Software announced that it has built native integrations to all major CRMs, including Salesforce, SugarCRM, Microsoft Dynamics and NetSuite.

With native CRM integration, the company is positioning its marketing automation system as “CRM agnostic.” This enables users to switch CRM systems without losing any benefit of marketing automation.

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Corporate Visions Unveils Playbook For Early-Stage Sales Conversations
Industry News
Tuesday, 19 August 2014 08:18

CorporateVisions logoCorporate Visions announced the release of Power Playbook, an interactive sales enablement asset designed to help prepare salespeople for early-stage conversations with prospects. The playbook is available on multiple platforms, including Corporate Visions’ mobile application.

In a recent Corporate Visions survey, respondents ranked the “opportunity creation” conversation as having the greatest impact on helping salespeople achieve quota. But, they also ranked it as the conversation that salespeople are the least prepared to have.

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Integrate Joins Oracle App Cloud
Industry News
Sunday, 17 August 2014 00:00

Integrate Oralce Marketing LOGOSIntegrate, a provider of cloud-based, closed-loop marketing software, is partnering with the Oracle Marketing Cloud.  The partnership positions the company to help marketers to acquire prospects and more successfully capitalize on prospect data to create new customers. 

As part of the relationship, the Integrate app will join the Eloqua AppCloud in fall 2014.

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IgnitionOne Acquires Human Demand To Enhance Mobile Offerings
Industry News
Friday, 15 August 2014 08:43

IgnitionOne logoIgnitionOne, a cloud-based digital marketing technology provider, announced that it has acquired Human Demand, a vendor of mobile advertising, audience and tracking solutions for marketers, , for an undisclosed fee. The acquisition is intended to further enhance IgnitionOne’s Digital Marketing Suite (DMS) with mobile display advertising and cross-device tracking capabilities.

IgnitionOne’s DMS is designed to provide users with a single location for buying, managing and optimizing digital media across search engines, display ads, social media and mobile devices. The suite also comes with data management, marketing automation and cross-channel attribution capabilities which aim to help users understand prospective and current customers.

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Demanding Views

How to Apply Content Marketing to All Stages of the Sales Cycle

By Israel Martinez, Product Manager, DNN

 

israel-martinez-headshotYou want a shorter sales cycle and your customers want a shorter buying cycle. No one benefits from prolonging the process. But if your goals are aligned, why is it that things seem to be going in the opposite direction?

According to the International Data Corporation (IDC), 56% of the buying process is spent searching for educational content. IDG reported that 86% of B2B buyers say that the content created by marketing departments is not useful, relevant or aligned with their needs. A study from Forrester says that 76% of buyers choose vendors that can have intelligent conversations and deliver effective value messages, and Sirius Decisions reported that the number one sales inhibitor is an organization’s inability to communicate the value of their products.

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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

Marketing And Sales Alignment With itracMarketing CRM

itracMarketing logoItracMarketing CRM (formerly itracEMS) provides marketing automation, email marketing, social marketing, lead scoring and lead management from a single platform.

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Industry Events

2014 B2B Marketing Forum

When: October 8 – 10, 2014

Where: Boston, MA

Are you armed and ready to meet the marketing challenges of today, tomorrow, and beyond? With technology and the way we live changing rapidly, B2B marketers have so many options and tools that it can be overwhelming. At the 2014 B2B Marketing Forum we will have inspirational speakers presenting on the hottest, smartest topics—giving you the knowledge you need to thrive in 2014, 2015 and beyond. Get ready to bullet-proof your marketing for the future and come out a modern marketing rock star!

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Dreamforce 2014

When: October 13 – 16, 2014

Where: San Francisco, CA

Whether you’re a company of five or a Fortune 500, you’re going to learn a lot of innovative ways to improve your business at Dreamforce. With over 1,400 sessions and thousands of live solutions from the world’s largest cloud ecosystem, Dreamforce has tailored content specific to your business size and type, for any role in your company.

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