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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.



NetProspex Unveils Deeper Integration With Marketing Automation Platforms Print E-mail
Friday, 17 October 2014 08:30

netprospex logoNetProspex announced enhancements to its Workbench data services platform, including deeper integrations with Eloqua, Marketo, NetSuite and Salesforce.com.

The release is positioned to expand the scope of the platform, providing marketers with deeper analytics and insights into the health and productivity of their marketing databases. In addition, the enhanced platform is designed to support trigger-based audience acquisition based on ideal target profiles.

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Radius Releases Insights To Help Data-Driven Marketing Campaigns Print E-mail
Thursday, 16 October 2014 13:40

RadiusRadius, a marketing intelligence company, announced the commercial release of Radius Insights. This software is tightly integrated with Salesforce and is designed to provide companies a better understanding of existing customers, identify top performing segments in its Salesforce systems and deploy relevant marketing campaigns. The launch follows successful pilots in the financial services and local services industries.

“With data, more is always better. The trick is making sense of all that information so you can see who is truly your best customer,” said Darian Shirazi, Radius founder and CEO. “With Radius Insights, we’ve productized scientific approaches. The ‘aha’ moment comes when our customers realize they can easily now answer two very important questions — who are their best customers and how many more just like them exist.”

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Salesforce Unveils Analytics Cloud At Dreamforce Print E-mail
Tuesday, 14 October 2014 09:09

SalesforceSalesforce announced the launch of Wave, an analytics cloud positioned to offer users a simple way to analyze their data, gain insights and make better marketing and sales decisions. Unveiled at Dreamforce, Wave is the sixth cloud added to the Salesforce Customer Success Platform.

The analytics cloud is expected to be available October 20, 2014 in English, with additional language support planned going forward.

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Conductor Launches New Features For Web Presence Platform Print E-mail
Thursday, 09 October 2014 08:21

C3-2014 logoConductor, a web presence management provider, announced the latest upgrades for Searchlight, the company’s web presence management platform, at its annual C3 Conference in New York City. The new features — Content Mapping, Location and Device Reporting and YouTube Reporting — are designed to provide a more holistic view of content campaigns and help users understand their overall brand presence.

“Name-brand companies are still missing from organic search, and are taking the easy way out with paid advertising,” said Seth Besmertnik, CEO at Conductor, during his opening keynote session at the C3 Conference. “This should be motivation for other companies to revolutionize the way they engage their target audience with the right messaging.”

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Act-On Partners With Ifbyphone To Add Call Tracking Capabilities Print E-mail
Thursday, 02 October 2014 08:02

acton-ifbyphone logosAct-On Software and Ifbyphone, a voice-based marketing automation platform provider, announced a partnership intended to add call tracking to Act-On’s list of metrics.

The integration is designed to Ifbyphone’s call conversion analytics to Act-On’s marketing automation platform, which can then be leveraged to enhance lead generation and scoring.

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B2B Marketers Using Video Analytics To Identify, Score And Qualify Leads Print E-mail
Tuesday, 30 September 2014 09:02

vidyard logoIn a recent survey by marketing research firm Demand Metric, more than 70% of marketers reported that video performs better than other content at producing conversions, yet less than 10% are using video to identify, score and qualify their leads. B2B marketers such as Honeywell, Fiberlink, Intralinks and SevOne are among those using Vidyard’s Video Marketing Platform to track and convert their online viewers.

“The innovative organizations that put more stock in their online video presence are being rewarded for their choice,” said Vidyard CEO Michael Litt. “Whether they are using advanced video analytics to make smarter decisions, using video viewing data to better qualify leads, or making videos actionable for viewers, these companies realize there are huge benefits to taking a more strategic approach to video marketing.”

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Predictive Lead Scoring Helps SmartBear Identify Untapped Opportunities Print E-mail
Written by Brian Anderson, Associate Editor   
Wednesday, 13 August 2014 10:15

smartbear-mintigo logosMarketing automation has certainly increased lead volume, but the focus now is on boosting quality. Progressive companies such as SmartBear Software are boosting lead quality with applications that analyze data and digital behaviors to predict which leads will convert.

A recent webinar, hosted by Mintigo, discussed how traditional lead scoring is being used today, and how adding predictive capabilities to the lead scoring strategy will ultimately uncover the high-value leads with the best chances of converting.

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Report: Marketing Automation Vendors Make Analytics A Priority Print E-mail
Wednesday, 06 August 2014 11:11

research image genericBetter analytics are at the top of the agenda for marketing automation vendors, according to latest research report by Raab Associates.

The July 2014 B2B Marketing Automation Vendor Selection Tool (VEST) report shows that nearly half of features upgraded by marketing automation vendors in the past year relate to analytics, including customer analysis, content analysis, and lead scoring.  By contrast, content marketing, social media and mobile platforms each accounted for fewer than 10% of the upgrades.

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ON24 Integrates With Marketo To Share Webinar Data Print E-mail
Tuesday, 17 June 2014 08:22

on24-marketo logoON24, a provider of webinars and virtual communication solutions, announced integration between the ON24 Platform 10 webcasting solution and the Marketo Customer Engagement Platform.

At the core of the integration is the ON24 Integration Service, which enables registration and activity data from ON24 webinars to be delivered directly to the Marketo platform, where it can be used by customers in lead qualification, scoring and nurturing programs.

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