Demand Gen Report

Marketing Analytics

This section highlights tools, functionality and solutions that empower marketers to take a metrics-based approach to campaign management. As analytics become a more significant part of the revenue conversation, emerging measurement tools are a rapidly growing priority for B2B marketers.

Blab Unveils Next Generation Of Predictive Social Intelligence Platform Print E-mail
Thursday, 24 April 2014 08:00

blab logoBlab, a provider of predictive social intelligence tools, unveiled the latest version of its predictive insights tool designed to identify which online conversations will trend in the next 72 hours.

Called BlabPredicts2, the platform models real-time social conversations against pre-defined paths to predict hot social media topics. BlabPredicts2 incorporates enhanced filters to identify and understand conversation topics by channel, term, and velocity.

Successful Predictive Lead Scoring Requires Rich Data Print E-mail
Written by Brian Anderson, Associate Editor   
Tuesday, 25 March 2014 15:35

analytics shutterstock 174868067Lead scoring is not a new practice. According to the 2014 B2B Buyer Behavior Survey conducted by Demand Gen Report, 60% of the companies surveyed do lead scoring or plan to over the next year. However, many marketers are struggling to take lead scoring to the next level to predict buyer behavior.

The report shows that 58% of the B2B marketers surveyed state that they want predictive models for their lead scoring programs. But incomplete or inconsistent data (59%) and lack of knowledge on what attributes indicate buying behavior (44%). Lattice Engines CMO Brian Kardon stated in a recent webinar that it’s not that marketers are doing the wrong things; it’s the data being collected that’s coming in under par.

Spear Marketing Partners With Full Circle CRM To Enhance Client Services Print E-mail
Friday, 24 January 2014 09:24

Spear Full Circle CRM logosSpear Marketing Group, a B2B demand generation agency has partnered with Full Circle CRM to provide advanced marketing intelligence to it high-tech clients.

With the Full Circle CRM Marketing Performance Management solution, the agency will enhance the reporting and analysis capabilities of the demand generation, lead nurturing, and customer marketing programs it executes for clients.

Xactly Implements Full Circle CRM To Boost Marketing Performance Print E-mail
Thursday, 09 January 2014 12:43

Full Circle XactlyFull Circle CRM, announced that Xactly, a provider of cloud-based incentive compensation and performance management solutions, as its latest customer to implement the Marketing Performance Management application for

The application provides Xactly with the tools to effectively measure the value of individual marketing and sales campaigns, maximize its marketing budget and analyze demand generation programs to see which ones are more effective than others, according to company officials.

Lattice Engines Introduces Predictive Lead Scoring App Print E-mail
Tuesday, 22 October 2013 19:04

Lattice logoLattice Engines has introduced Lattice Predictive Lead Scoring, which uses predictive analytics to identify and prioritize sales-ready leads. The application is designed to help marketers become familiar with common buying signals, according to company officials.

“Lead scoring is the next frontier for predictive analytics in marketing,” said Shashi Upadhyay, CEO of Lattice Engines. “Now companies can benefit from applying science to the universe of prospect and customer knowledge available today to predict and close their best leads.”

Lattice Data Cloud Offers Source of Predictive Buying Signals Print E-mail
Monday, 14 October 2013 09:26

Lattice logoLattice Engines announced the Lattice Data Cloud, which is designed to bring together web, social and proprietary buying signals to deliver predictive insights to marketing and sales.

The Lattice Data Cloud combines information from tens of thousands of data sources, millions of web sites, dozens of social sites and in-depth third-party data on more than 30 million businesses.

Almost One Quarter Of Marketers’ Emails Never Reach Inboxes, Study Reveals Print E-mail
Friday, 09 August 2013 09:46

Return Path logoNearly one quarter (22%) of marketing emails sent during the first half of 2013 with subscribers’ permission never reached their inboxes, according to the Inbox Placement Rate Benchmarks Report from Return Path, an email intelligence solutions provider.

Based on a sample of nearly one trillion messages sent worldwide, the report found that 18% of all marketers’ email messages were either blocked or went missing, while another 4% were delivered to subscribers’ spam or junk folders. That means billions of opt-in messages failed to reach their intended recipients, representing potentially dramatic revenue opportunity losses for marketers, officials noted.

Marketing Technologists Play Pivotal Role In Move To Data-Driven Marketing Print E-mail
Written by Jonathan Lee, Associate Editor   
Wednesday, 07 August 2013 09:32

Data-driven marketing imageThe delineation between marketing and IT is becoming more fluid as data analytics and advanced technologies drive marketing strategies. As the concept of data-driven marketing takes hold and marketing’s responsibilities broaden beyond lead generation, the position of marketing technologist has emerged to bridge the gap.

“IT and marketing are blurring when it comes to marketing technology, probably more than any other department,” said Jason Stewart, VP of Demand Generation at ANNUITAS. “Technologies like marketing automation, social media monitoring and content strategy tools are requiring more marketing expertise and acumen. The need for marketers specializing in the tech aspects of the role is greater than ever.”

B2B E-Commerce U.S. Transactions Total $559 Billion Print E-mail
Monday, 17 June 2013 08:57

e-commerceB2B companies are increasingly adopting e-Commerce as a means of marketing and selling their products and services, according to a BtoB Magazine report titled: “The Emerging Role of B-to-B E-commerce.” The online survey was sponsored by SAP’s Ariba, Inc. and conducted in March and April with more than 220 marketers. According to Forrester Research, B2B e-Commerce transactions within the U.S. exceed $550 billion annually.

More than 30% of B2B marketers are “strong” or “complete” adopters of e-Commerce, in comparison to the 25% from last year. With only 15% of marketers currently avoiding e-Commerce entirely, BtoB predicts that by 2014 40% of B2B marketers expect to be as committed to e-Commerce as a means of marketing and selling.

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