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3 Tips To Refine Your Database Strategy In 2018 And Beyond

3 Tips To Refine Your Database Strategy In 2018 And Beyond

December 6, 2017  - avatar Brian Anderson

You often hear the phrase “Content is King” in the B2B marketplace, but everyone knows that content — and almost every other aspect of engaging with prospective customers — is fueled by the data and insights you have in your database. We recently conducted our 2nd annual Database Strategies & Contact Acquisition Survey and learned that a desire for more advanced...

B2B Innovator Spotlight: Susan Wall, Oracle + Bronto

B2B Innovator Spotlight: Susan Wall, Oracle + Bronto

November 29, 2017  - avatar Klaudia Tirico

How do you spearhead the implementation of a shared revenue model and align sales and marketing during an acquisition (or two)? Just ask Susan Wall, VP of Marketing for Oracle + Bronto, who pulled it off when Bronto was first acquired by NetSuite and then when NetSuite was acquired by Oracle.

This Is No Time to Be Clueless About Channel Marketing

This Is No Time to Be Clueless About Channel Marketing

November 15, 2017  - avatar Terry Moffatt, Channel Marketer Report

If I'm wrong, please set me straight. But if you report up to the CMO of your company's org chart — or, for that matter, you are the CMO — chances are you're not in the loop on how your brand is being marketed through its channel partners.

What’s Holding Back B2B Earned Media Efforts?

What’s Holding Back B2B Earned Media Efforts?

November 7, 2017  - avatar Brian Anderson

B2B marketers are looking for new ways to drive demand, increase brand awareness and bring more prospective customers into the pipeline. Paid, earned and owned media channel strategies have been practiced for some time, but earned media is growing more and more appealing as the price of paid efforts increases.

The Content Countdown: Factors & Formats That Decide Whether Content Will Be A Hit On The Conversion Charts

The Content Countdown: Factors & Formats That Decide Whether Content Will Be A Hit On The Conversion Charts

November 1, 2017  - avatar Andrew Gaffney, Editorial Director

Many of you remember cassettes, compact discs and maybe even 8-tracks when you think back to the different music formats you’ve listened to over the years. Well, just as music formats have changed with the times, so have content formats. In one of this week’s Strategy & Planning Series sessions, our sister division Content4Demand is presenting a webcast on Content Marketing...

B2B Innovator Spotlight: Güçlü Ozsayin, Samsung Electronics France

B2B Innovator Spotlight: Güçlü Ozsayin, Samsung Electronics France

October 25, 2017  - avatar Brian Anderson

As Head of CRM & Digital — B2B at Samsung Electronics France, Güçlü Ozsayin built and executed a digital demand generation strategy and continuously collaborates with key stakeholders, and content and technology providers to oversee the implementation of automated lead generation and nurturing campaigns that align with business goals.

Talking Politics: How Grant Thornton Found The Political Pulse For Killer Content

Talking Politics: How Grant Thornton Found The Political Pulse For Killer Content

October 18, 2017  - avatar Alicia Esposito, Content4Demand

There’s a common rule for first dates and dinner parties: Don’t talk about religion or politics.

With Channel Sales Soaring, Shouldn’t You Be A Partner Marketing Wizard?

With Channel Sales Soaring, Shouldn’t You Be A Partner Marketing Wizard?

October 11, 2017  - avatar Terry Moffatt, Channel Marketer Report

The news that Dell EMC’s indirect business will account for more than 60% of its overall revenue by 2020 is not surprising. Already two-thirds of all IT products and services are sold through channels. And it’s estimated that as much as 75% of all global trade is generated through the channel.

Exclusive Q&A: Marketing In The Age Of AI

Exclusive Q&A: Marketing In The Age Of AI

October 4, 2017  - avatar Klaudia Tirico

Marketers, brace yourselves: machines are coming to take over your jobs. But fear not! A new book from authors Nancy A. Shenker and Jim D’Arcangelo — titled: Embrace The Machine: 111 Ways AI Will Change Your Marketing Job — aims to prepare modern marketers to accept AI, learn about it and embrace the change so both humans and machines can...

3 Ways To Optimize Digital Marketing And Retargeting Spend

3 Ways To Optimize Digital Marketing And Retargeting Spend

September 27, 2017  - avatar Andrew Fegley, Remarketable

I recently caught up on the newest Merkle Digital Marketing Report. One data point stood above the rest as the media relayed the report’s findings:

Three Reasons Sales And Marketing Teams Struggle To Drive ROI

Three Reasons Sales And Marketing Teams Struggle To Drive ROI

September 20, 2017  - avatar Brian Anderson

Tech and data continue to fuel and operate B2B marketing and sales efforts, but the ongoing challenge of driving ROI — and being able to prove it — leaves many companies still struggling.

Marketers Want To Crunch The Numbers, But May Need Help Sweating The Details

Marketers Want To Crunch The Numbers, But May Need Help Sweating The Details

September 12, 2017  - avatar Terry Moffatt, Contributing Editor

According to Demand Gen Report’s 2017 Marketing Measurement and Attribution survey, almost three-quarters of those surveyed said they want deeper metrics to show the impact on pipeline and revenue.

Measurement And Revenue Optimization Has Officially Arrived, As Dedicated Gathering Launches In San Fran

Measurement And Revenue Optimization Has Officially Arrived, As Dedicated Gathering Launches In San Fran

September 6, 2017  - avatar Andrew Gaffney

Next week, I’ll be heading to one of the first conferences for B2B marketers to focus exclusively on measurement and revenue optimization. Circulate 2017, taking place Sept. 14-15at the W San Francisco, will bring together thought leaders and practitioners from different roles — all with the common interest in measuring and optimizing marketing and sales performance.

7 Content Marketing Tips & Takeaways From Uberflip’s Content Experience Event

7 Content Marketing Tips & Takeaways From Uberflip’s Content Experience Event

August 30, 2017  - avatar Klaudia Tirico

Content makes the marketing world go ‘round. It is often one of the first ways a potential buyer is introduced to your company, so it is crucial to develop meaningful and relevant content for target audiences.

How OpenText's Buyer-Focused Campaign Saw Surprising Results While Resonating With Their Audience

How OpenText's Buyer-Focused Campaign Saw Surprising Results While Resonating With Their Audience

August 22, 2017  - avatar Brian Anderson

As marketers push on in their strive for buyer centricity in their campaigns and messaging, a lot of tweaking and fine tuning comes into play. And while buyers' paths to purchase certainly aren't linear, today's technology allows marketers to gain vast insight on target audiences. But even with all that insight, there is always a possibility that something just works...