Demand Gen Report

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.



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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Uberflip Joins Content Scoring Trend With New Feature Print E-mail
Thursday, 21 August 2014 09:44

uberflip logoUberflip announced the launch of Content Score, a feature that is designed measure the effectiveness of each piece of content in the user’s Uberflip Hub. The announcement highlights the growing trend that content marketers desire an accurate way to measure their content marketing efforts.

Content scoring has become an appealing feature for many content marketers, and a number of B2B vendors have added content scoring capabilities to meet this growing need. Kapost recently announced their content scoring feature for its content platform, and LinkedIn Business Solutions also offers content scoring features for its customers.

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Appboy Introduces Multivariate Testing Feature Print E-mail
Tuesday, 29 July 2014 07:33

Appboy logoAppboy, a marketing automation platform for mobile apps, announced new multivariate testing capabilities designed to help marketers test variations of headlines, copy and content on multiple messaging channels, including email, in-app messaging and push notifications.

The company is positioning the tool as a way for marketers to identify and automate the messaging mix that will have the highest impact on metrics such as conversion rate, click-through rate and revenue generated, according to Bill Magnuson, co-founder and CTO of Appboy.

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Study: 85% Fail To Connect Their Content To Business Value Print E-mail
Monday, 21 July 2014 09:43

forrester logoForrester Research unveiled the results of its latest study, which revealed that while many B2B marketers are embracing content marketing, many are still early on in the journey from product-focused to relationship-building content.

According to the survey, 85% of B2B marketers fail to connect content activity to business value, even though roughly half (51%) of those surveyed state their content marketing strategies are mature. This ultimately prevents marketers from retaining customers and creating long-term relationships, according to the research.

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