Demand Gen Report

Industry News

This section highlights news announcements, solution provider growth news and platform enhancements in the B2B industry.

Lattice Engines Supports Account-Based Marketing Tactics With New App Print E-mail
Monday, 30 March 2015 14:42

placeitLattice Engines launched its Lattice Account Prioritization application, a tool designed to support the shift in B2B marketing toward account-based marketing tactics. The app is intended to leverage predictive analytics to segment and target the right accounts in their campaigns and develop personalized messages that resonate with buyers.

The Account Prioritization application positions sales teams to prioritize outbound efforts with buying intent signals and predictive account scores. This information can then be used to personalize the conversations sales reps have with target accounts.

ClearSlide Unveils Measurement Tools For Sales Engagement Platform Print E-mail
Friday, 27 March 2015 08:55

ClearSlide logoClearSlide, a sales engagement platform provider, launched its ClearSlide Engagement and Follow solutions. The tools are designed to help sales and marketing teams monitor, analyze and respond to sales performance data.

The new tools are offered through the company's sales engagement platform, and are intended to help marketing and sales leaders coach sales reps, test or revise content and forecast potential closed deals.

HubSpot Acquires Rekindle App For Developing Personalized Contact Lists Print E-mail
Thursday, 26 March 2015 09:08

HubSpot Logo 2xHubSpot has acquired Rekindle, a company that offers a mobile app intended to gather updated contact information from across all of a person's contact networks. The acquisition positions HubSpot users to gain insights into prospects through mutual connections. The financial terms of the deal were not disclosed.

The announcement comes during a time of considerable growth for HubSpot. The company launched its IPO in the latter half of 2014, and reported a 51% increase in revenue in its first quarter as a public company.

Study: Almost Half Of All B2B Researchers Are Millennials Print E-mail
Friday, 20 March 2015 08:31

shutterstock 157506821The demographic of B2B buyers has shifted dramatically over recent years. Almost half of today's B2B buyers are considered millennials, in comparison to the 27% of millennials who were B2B buyers in 2012. This is just one of the key findings from a recent B2B Path To Purchase study from Google.

The study, fielded in conjunction with Millward Brown Digital, surveyed approximately 3,000 B2B buyers about their research and purchase habits as well as their use of digital tools during those processes. One of the common misconceptions highlighted in the article is the role of mobile devices in the B2B buying process. The study shows that 42% of researchers use a mobile device during the B2B purchasing process, and a 91% growth in mobile use throughout the entire path to purchase.

Act-On Partners With Microsoft Azure To Support Global Growth Print E-mail
Thursday, 19 March 2015 15:10

ActOn-Azure logosAct-On Software has partnered with Microsoft Azure, a move intended to enable Act-On customers who also use Microsoft Dynamics CRM to house their data closer to the Microsoft infrastructure.

This alliance with Microsoft positions Act-On to extend its existing cloud infrastructure to a global market. The marketing automation provider also recently partnered with Pravda Media Group, which positioned the company to move towards making its services available globally.

Study: Online Forms With Incentives Increase Conversion Rates Print E-mail
Monday, 16 March 2015 08:37

Formstack logoOnline forms with incentives have higher conversion rates, with contest forms averaging a 35% conversion rate compared to survey forms (14%), event registration (11%) and lead generation forms (11%).

These are just some of the findings from the recently published 2015 Form Conversion Report from Formstack, an online form builder.

Investors Take Majority Stake In TreeHouse Interactive, Plan Expansion Print E-mail
Friday, 13 March 2015 09:38

Treehouse Interactive LogoInvestment firm Kennet Partners and co-investor Joe Wang have acquired majority ownership of TreeHouse Interactive, a provider of partner relationship management and marketing automation solutions. The financial terms of the deal were not disclosed.

Wang, who previously served as President and CEO of LANDesk Software, will take over as Chairman and CEO of TreeHouse Interactive. Craig Flynn and Erich Flynn, the company’s sole shareholders, will remain with the firm and collaborate with Wang in development and sales leadership positions. Craig Flynn will continue to drive product engineering and innovation in his role as EVP of Engineering. Erich Flynn will lead the company’s sales efforts as Chief Revenue Officer.

Act-On Launches Business Productivity App Print E-mail
Thursday, 12 March 2015 08:34

Act-On-TransparentAct-On Software unveiled its Act-On Anywhere application, a tool designed to provide Act-On engagement data, assets and functionality directly within the user's web browser. The app is positioned to help B2B marketers increase productivity and make better business decisions.

Act-On Anywhere includes content authoring capabilities intended to give users access to the Act-On Media Library when creating calls-to-action on blogs or web pages created through web-based content management systems. In addition, the app is designed to help marketers leverage Act-On's SEO tools within a web browser, making it easier to enhance web content or web sites to maximize overall reach.

Invoca For Search Tracks Calls And Clicks Across Devices, Channels Print E-mail
Tuesday, 10 March 2015 08:41

Invoca logoInvoca, a provider of call intelligence technology, unveiled a new version of Invoca for Search that links mobile and desktop clicks with call data.

The company’s search marketing suite is positioned to provide marketers with insight into the consumer’s path to purchase as they search on any device, and move from online to offline.

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