Demand Gen Report

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Content Strategies

Shifts in B2B buying patterns call for a new, soft-selling approach. This section highlights the rapidly evolving need to demonstrate value propositions via content marketing and educate prospects more effectively.



Video, Interactive Content Driving Next Generation Sales Enablement Print E-mail
Written by Kim Ann Zimmermann, Managing Editor   
Tuesday, 25 November 2014 10:00

sales enablement imageGone are the days of B2B marketers developing content simply to generate new leads. Creating sales enablement content to drive prospects further down the funnel is now a critical part of the B2B marketer’s role. However, progressive marketers are moving beyond the usual product spec sheets and PowerPoint presentations — and instead are collaborating with the sales team on video, audio, interactive content such as assessment tools, ROI calculators and other messaging to help close more deals.

According to Demand Gen Report’s 2014 Content Preferences Survey, 50% of participants viewed video in the past 12 months to research a B2B purchase. Nearly all (95%) of the respondents to a recent Demand Metric research, Video Content Metrics Benchmark Report, found that video as a form of marketing and sales content is becoming “somewhat” to “far more” important.

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Sitecore Offers Content Globalization With Cloudwords Integration Print E-mail
Tuesday, 11 November 2014 09:21

cloudwords sitcore logosCloudwords, a content globalization solution vendor, announced that it has integrated with Sitecore, a customer experience management solutions provider, intended to help users engage multilingual audiences with globalized content.

Cloudwords for Sitecore is designed to make it easier to localize content so previously created assets can be transcribed in less time. The integration is positioned to enhance Sitecore’s customer experience management solutions with content transcribed to the target audience’s native language.

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Ethics And Opinion Remain Crucial Components In Content Curation Print E-mail
Written by Brian Anderson, Associate Editor   
Wednesday, 05 November 2014 09:48

uberflip logoWhile content marketing initiatives are a great way to effectively engage prospects and current customers, oftentimes smaller B2B organizations do not have the time and/or resources to produce the amount of content they need to achieve results.

A recent webinar hosted by Uberflip offered tips to help marketers effectively curate content to maximize their reach while boosting brand credibility.

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Cloudwords Integrates With Oracle Marketing Cloud Print E-mail
Thursday, 23 October 2014 08:32

Cloudwords-Oracle logosCloudwords, a translation management technology provider, announced that it has integrated with Oracle Marketing Cloud. The integration is designed to provide global marketers using Oracle technology the ability to automate the process of managing and localizing marketing content across international markets.

The integrations are intended for Cloudwords to offer support for Oracle’s newest technologies and to help users in their multilingual marketing initiatives.

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Oracle Marketing Cloud Integrates With Box To Help Manage Content Print E-mail
Monday, 06 October 2014 08:23

Oracle-Box logosOracle Marketing Cloud announced that it has expanded its integration with Box, a cloud-based content management service for businesses. The integration with Box is designed to help marketers improve collaboration, streamline processes and better manage digital assets.

The integration intends to help marketers quickly and effectively plan, produce and publish marketing content, while also providing a single location to store and manage assets. Oracle Marketing Cloud customers can develop content with commonly used tools, such as Microsoft Office products and PDFs, and convert these into HTML5.

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Marketers Focusing On Data And Engagement Opportunities Of Content Print E-mail
Written by Brian Anderson, Associate Editor   
Wednesday, 17 September 2014 08:28

shutterstock 217410769While the role of content continues to mature, many marketers are just beginning to discover its true value — primarily in the data they can obtain through prospects’ interactions with content and its ability to enhance engagement through multiple channels.

At Marketo’s Marketers First virtual event, roughly 20,000 marketing professionals attended sessions throughout the day, highlighting best practices for content marketing, data analytics and social media. A recurring theme was that content needs to build trust and should not be used primarily as a sales tool.

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Survey: Marketers Need To Focus On Visionary Insights When Developing Content Print E-mail
Tuesday, 09 September 2014 08:30

CorporateVisions logoWhile 81% of marketers says they use context-based facts specific to a prospect to shape their marketing messages and sales conversations, a new survey from Corporate Visions reveals that they may be focusing on the wrong types of insights. Marketers ranked forward-looking content as the most effective, but reported that their assets focused primarily on common challenges.

“What’s surprising about the survey results is that the insights marketers and salespeople feel are the most effective are exactly the opposite of the insights they believe their companies produce,” said Tim Riesterer, chief strategy and marketing officer for Corporate Visions.

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Content Gap Analysis Becoming Bigger Priority For Marketers Print E-mail
Written by Kim Ann Zimmermann, Managing Editor   
Wednesday, 03 September 2014 10:01

contentgap imageB2B marketers are not lacking when it comes to content. According to research from eMarketer, 91% of B2B marketers are using content marketing, and 60% create at least one piece of content a week.

Research from the Custom Content Council  found that 42% of the $43.9 billion spent on marketing in 2013 was allocated to content marketing.

However, many marketers are still struggling to yield results from their content creation efforts. Of the companies employing content marketing, fewer than half (42%) say their efforts are effective, according to research from MarketingProfs and the Content Marketing Institute.

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BrightEdge Unveils Community Edition Print E-mail
Monday, 25 August 2014 09:01

Brightedge logoBrightEdge unveiled a Community Edition of its content marketing platform, including access to Data Cube To-Go, a repository of content from across the web, and Content Optimizer To-Go, a recommendation engine for content optimization.

Community Edition is positioned as a free Google Chrome plug-in to help content marketers insight into the performance of digital content, competitor’s content, and receive performance-enhancing recommendations.

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