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.

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.

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.

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.

TreeHouse Enhances Marketing View Platform For Better View Of Campaign Performance Print E-mail
Monday, 09 June 2014 08:59

Treehouse Interactive LogoTreeHouse Interactive, a SaaS-based marketing automation platform provider, has upgraded its TreeHouse Interactive Marketing View to provide marketers with a clearer view of campaign results. This will help marketers optimize campaigns in real-time and replicate campaigns that lead to higher levels of revenue.

The enhancements are designed to give marketing professionals the improved ability to group, compare and drill down into campaign performance data to more effectively evaluate campaign outcomes. Users are now able to dive deeper into customer data, such as email client statistics by OS (Gmail/Outlook/etc.) and the types of devices recipients used to engage with the company in any given campaign.

Lattice Offers Predictive Analytics For Cross Selling, Retention Print E-mail
Wednesday, 28 May 2014 09:17

Lattice logoLattice Engines announced the availability of Lattice for Cross-sell and Retention, a new tool that gives Lattice users the ability to leverage predictive analytics across every stage of the customer lifecycle.

The new technology arms marketing and sales with the right combination of targets and products to unlock the full revenue potential of each customer. By combining customer contact and account-level data, marketers can get a complete view of the customer and even identify — not only the best opportunities for upsell or cross-sell — but the best offerings based off that information.

Oracle Eloqua Partners With Brightcove To Add Video Capabilities Print E-mail
Tuesday, 13 May 2014 08:09

Oracle Eloqua BrightcoveBrightcove Inc, a provider of cloud services for video, announced it has partnered with Oracle Eloqua to integrate Brightcove’s next-generation video capabilities with the Oracle Eloqua marketing platform.

The Brightcove Cloud Component for Oracle Eloqua is designed to enable users to add Brightcove Video Cloud-powered videos to Oracle Eloqua landing pages and campaigns. The integration will allow marketers to track user engagement and performance for lead scoring.

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.

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