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Data Management

A core component of marketers' foundational go-to-market strategy is the ability to effectively manage and utilize data. This section highlights trends in data management, as well as specific tools and technologies helping companies streamline their internal usage of data.



Avention Integrates Sales Enablement Tool With SAP Print E-mail
Friday, 04 April 2014 11:37

Avention SAP LogoAvention, a BI and sales enablement solutions provider, is integrating with the SAP Cloud for Customer solution.

The integration is designed to help companies retrieve data and business insights from Avention's global B2B database and leverage the cloud-based customer engagement solution from SAP.

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As Big Data Evolves, B2B Marketers Focus On Data Management Print E-mail
Written by Brian Anderson, Associate Editor   
Wednesday, 19 February 2014 11:37

big data shutterstock 121671508The growth of Big Data has not gone unnoticed by B2B marketers. In an annual study from Infogroup Targeting Solutions, 54% of marketers said they have already invested in Big Data. Up to 30% of marketers said they plan to invest in Big Data for the first time in the next two years.

Although Big Data has been a part of the lead generation and nurturing process for quite some time, many B2B marketers are still developing strategies for managing and leveraging the influx of information they are collecting on prospects.

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Microsoft Names Cloud Strategist Satya Nadella As New CEO Print E-mail
Tuesday, 04 February 2014 17:33

Microsoft logoMicrosoft named Satya Nadella — the company’s EVP of Cloud and Enterprise — as its new CEO and member of the Board of Directors.

Since joining Microsoft in 1992, Nadella has played a major role in the company’s shift to the cloud and the evolution of one of the world’s largest cloud infrastructures. This move comes at a time when many B2B marketers are gravitating toward cloud computing as a way to provide employees with immediate and cost-effective access to corporate data from any location.

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Rackspace Implements PaperShare To Capture Prospect Data Via Social Print E-mail
Written by Brian Anderson, Associate Editor   
Monday, 06 January 2014 10:47

Rackspace Papershare2In today’s marketing world, content is the first step of customer engagement. However, obtaining contact information is a common pain point for many marketers, as more web site visitors wish to remain anonymous or resist filling out lengthy forms.

In a recent webinar, Scott Whitright, Senior Solution Marketing Manager at Rackspace, discussed how his company’s data collection efforts have benefitted from using social login through PaperShare.

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Teradata Launches Marketing App For Real-Time Customer Interaction Print E-mail
Tuesday, 22 October 2013 05:58

Teradata logoTeradata announced the launch of its Customer Interaction Manager (CIM), a data-driven marketing application that is designed to enable real-time customer interaction across digital and traditional communication channels.

CIM allows users to integrate inbound and outbound messaging, which in turn can be used to plan and execute multi-step customer engagements, company officials noted.

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Marketers Eye Tighter CRM Integration To Improve Buyer Insights Print E-mail
Written by Glenn Taylor, Associate Editor   
Wednesday, 16 October 2013 08:42

CRM shutterstock 143518591CRM systems have long been the hub of sales activity, but they are becoming an increasingly important tool for marketers.

The evolution of CRM platforms has coincided with the integration of sales and marketing teams, in which marketers are playing a larger role throughout the sales cycle. In addition to generating leads, marketers are being tasked with ensuring those leads result in sales, and the CRM remains the central source of sales activity.

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Report Defines Role Of Customer Data Platform Vendors Print E-mail
Friday, 11 October 2013 09:20

Research pieceA new class of vendors is emerging to help marketers improve their customer databases, according to a new report from Raab Associates. The Guide to Customer Data Platforms describes systems that give marketers control of building customer databases to support cross-channel marketing programs.

Unlike traditional marketing automation systems, these products do not necessarily deliver marketing messages, according to David M. Raab, Principal of Raab Associates and author of the report. Instead, they provide shared data and analytics to coordinate and optimize messages delivered by multiple channel systems.

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Leadspace-Marketo Integration Automates Lead Qualification Print E-mail
Thursday, 03 October 2013 09:31

Marketo-LeadspaceLeadspace launched a new release of its SaaS-based social lead targeting solution that integrates with Marketo to automate the lead qualification process.

Leadspace is designed to help marketers quickly identify targeted leads across numerous data sources, including paid contact databases, social networks and web sites.

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Data Quality Top Concern Of Tech Marketers, Survey Reveals Print E-mail
Monday, 30 September 2013 08:42

DiscoverOrg logoThe quality of data was the No. 1 of marketers at IT companies using CRM and marketing automation systems, according to a new study from DiscoverOrg, a sales and marketing intelligence tools provider.

In the report, Room for Improvement: Data Quality Impacting CRM and Marketing Automation Usage at IT Companies, 33% of the 359 respondents listed keeping accurate data as their biggest concern. 58% said they relied on IT sales reps to update their CRM data. The report was based on an online survey conducted by DiscoverOrg in July 2013.

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