Demand generation encompasses the process of identifying, approaching and engaging prospects. This section highlights how B2B companies are leveraging inbound and outbound marketing tools and strategies to accelerate the buying cycle.
An emphasis on measurement is hardly a new trend in marketing. The explosion of web analytics, followed by the rapid adoption of marketing automation, made reporting and analytics a core part of the day-to-day lives of B2B marketers.
Fact: people don’t like online forms (gasp!). It’s not hard to see why: Online forms require extra work (and time) and typically stand in the way of a customer getting what he or she really wants — like a piece of content or access to software.
B2B marketers are tasked, and expected, to produce higher-quality leads en masse. But new research conducted by Demand Gen Report and sponsored by SnapApp shows that the majority (82%) of B2B marketers are only “somewhat confident” or “not very confident” in the effectiveness of their demand generation campaigns.
Planning, measurement, ABM and content mapping were just the tip of the iceberg for the topics covered at this year’s Strategy & Planning Series. Industry thought leaders from companies such as HootSuite, MongoDB and more shared their expertise on the plethora of topics that are having a big impact on…
Merkle, a data-driven marketing agency, announced it has acquired Axis41, a web and app development agency, to reinforce its customer experience management offerings. The company also said the acquisition will strengthen its partnership with Adobe and enhance its competitive positioning.