Demand Gen Report

Revenue Strategies


This section highlights news, announcements and advancements in the area of Revenue Performance Management. The B2B market is increasingly subscribing to the “work backwards” approach to predict revenue and better manage the pipeline.

Using Predictive Modeling To Boost Conversions Print E-mail
Monday, 14 April 2014 13:45

MarketoSummit 2014CA Technologies’ marketing department was generating a steady flow of leads through a variety campaigns, so volume wasn’t a top concern. However, the management software and solutions firm wanted to get better at identifying which of those leads would most likely convert to sales.

To accomplish that goal, Beki Scarbrough, Senior Director of Demand Generation, told an audience at the recent 2014 Marketing Nation Summit that her team decided to look beyond the standard sales funnel. “It is important to recognize that there are leads, names and contacts completely outside of the funnel. That’s where you need to go.”

Content Is The Currency Of The Social Selling Professional Print E-mail
Written by Kim Ann Zimmermann, Managing Editor   
Tuesday, 08 April 2014 10:42

shutterstock 110678570Social selling is the new way to work for many sales people. As they tap into social networks to interact with potential and current clients and extend their personal brand, B2B marketers are beginning to navigate this new selling approach and determine the best strategy to support the efforts.

“Is is really an opportunity for marketing to empower and enable the sales force to leverage content as their currency,” said Jill Rowley. Rowley recently started her own social selling consultancy, #SocialSelling, after heading up Oracle’s social selling initiative. “What social selling is doing is creating an army of mini marketers where everyone in the company is sharing and creating content.”

Skura Upgrades Sales Enablement Platform For Greater Visibility Print E-mail
Thursday, 27 March 2014 15:44

SkuraSales enablement provider Skura Corp. enhanced its Skura SFX technology platform to provide greater levels of insight, visibility and auditability throughout the entire sales process.

This next generation technology, which the company calls adaptive sales enablement, is designed to align customer interests and behavior with the content, messaging, and activities of sales and marketing teams.

Need For Nimble, Customer-Centric Marketing Highlights 2014 Sales Acceleration Summit Print E-mail
Written by Brian Anderson, Associate Editor   
Tuesday, 18 March 2014 11:58

Sales Acceleration Summit 2014B2B marketing and sales professionals must work together to meet the ever-changing needs of buyers. To be successful, marketing and sales teams need to personalize their communication with their audiences as they nurture them through the buying cycle.

At the 2014 Sales Acceleration Summit — hosted by — more than 20,000 marketing and sales executives virtually gathered to attend roughly 80 presentations, looking to educate attendees on best practices for nurturing leads, optimizing the sales and marketing relationship and leveraging content throughout the sales funnel.

Demandbase Adds Automated Audience Building To Retargeting Platform Print E-mail
Friday, 28 February 2014 10:41

DemandbaselogoDemandbase, a B2B targeting and personalization platform provider, announced a new advertising feature to automate the creation and optimization of business audiences for B2B retargeting.

The new functionality builds on the company’s recently released retargeting solution designed to help B2B marketers increase awareness and build influence. The complete retargeting solution combines the new programmatic audience functionality based on interests identified from customer web traffic with programmatic ad buying to automate B2B retargeting, according to company officials.

Turning Up The Volume On Revenue Marketing at REVTalks Print E-mail
Written by Kim Ann Zimmermann, Managing Editor   
Tuesday, 04 February 2014 16:46

REVTalks logoRevenue marketing impacts a number of initiatives — sales and marketing alignment, demand generation and lead management, just to name a few.

The Pedowitz Group recently brought together a number of senior marketing executives for targeted discussions about the topic of ROI and how it relates to the various aspects of marketing. The event, titled REVTalks 2014: The Revenue Marketing Summit, was modeled on the popular TEDTalks, which offer short presentations with focused themes.

LeadMD Rolls Out New Learning Platform Focused On Marketing ROI Print E-mail
Friday, 27 September 2013 08:33

leadmd-logoLeadMD announced a new online learning platform centered on marketing and marketing automation education for professionals. Navigate by LeadMD aims to help professionals make the most of their marketing investments by featuring thought leadership, tutorials, online classes and other learning resources, according to company officials.

"So often companies make a big investment in marketing tools, then don't have the time or resources to really get the full return on their spend,” said Justin Gray, LeadMD's CEO.“Instead of an out-of-the-box training option that gives an overview rather than a precise approach, the Navigate platform lets users choose the learning that they need specifically to fix a problem or understand a marketing function."

Bulldog Solutions Kicks Off PowerPlay Marketing Program Print E-mail
Friday, 13 September 2013 12:32

Bulldog logoBulldog Solutions, Inc. has launched Bulldog PowerPlay, which company officials describe as an integrated demand generation framework based on the buyer’s journey.

Comprised of three “plays,” the goal of the packaged solution is to enable marketers to drive a measurable impact on revenue by implementing a robust content marketing and promotion strategy at the top of the funnel, lead nurturing and conversion tools at the middle and sales enablement tools at the bottom, company officials added.

Sales Enablement In The Spotlight As Pressure Builds To Convert More Leads Print E-mail
Written by Kim Ann Zimmermann, Managing Editor   
Wednesday, 31 July 2013 09:21

Sales EnablementMarketing used to just “throw leads over the wall” to the sales department and hope that a good number of them would stick. But now that marketing is responsible for a revenue contribution goal, the walls are tumbling down. It is no longer a question of how many leads marketing can generate, but how they can provide the right content and other resources to sales to ensure that as many leads as possible turn into deals.

The increased pressure to contribute to revenue, along with buyers delaying their engagement with sales until later in the decision-making process, has resulted in rising interest in sales enablement tools over the past six months, industry observers noted.

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