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B2B Marketing’s Big Blindspot: PathFactory VP Shares Inside Look At How To Uncover And Address Disconnects In Buyer Experiences

Elle Woulfe HeadshotNothing turns off a buyer more than a disjointed, complex experience with a B2B brand. According to our own research shows that, when buyers are selecting a vendor in a purchase decision, two-thirds (66%) of buyers said the timeliness of a vendor’s response to inquiries was vital to their purchase decision, while 73% said the winning vendor demonstrated a stronger knowledge of their needs. Other research shows that more than half (51%) find themselves overwhelmed by the amount of content available.

Exclusive Q&A: PathFactory VP Discusses Rebrand From LookBookHQ, Evolution Of Content Activation

Elle Woulfe LookBookHQ

At the SiriusDecisions Summit in Las Vegas this week, LookBookHQ announced that it has rebranded to PathFactory, aligning to the company’s newly released content insights and activation engine. The solution aims to provide insights into the impact of content on the buyer journey and help marketers optimize content to grow ROI proactively — similar to the types of content recommendations you see from companies like Spotify and Netflix.

Finding The Right Cadence Formula: The Secret Ingredient To Successful Marketing Campaigns


It's no secret that marketing automation is a high-growth industry. Yet it's also clear that many B2B marketers struggle to achieve the ROI they expected to get from their marketing automation investments: According to an often-cited 2011 Focus Research study, half of all companies say they haven't realized the full value of their marketing automation investments.

What separates the successful marketing automation users from the pack? According to many experts, it often boils down to a matter of timing – or, rather, of cadence.

"Cadence is commonly confused with frequency" in marketing campaigns, said Jessica Meher, Head of Enterprise Marketing at HubSpot. "Frequency is simply how many times emails are sent, whereas cadence is the 'pattern' of email – it includes the number of emails sent, the spacing between emails, the content sent, and the audience receiving the email."

Demand Generation Experts From SiriusDecisions, Eloqua Added To Agenda For Content2Conversion Conference


DemandGen Report (DGR) has announced additional speakers for its first annual Content2Conversion Conference, to be held Tuesday, April 24, 2012, at the Times Center in New York City.

Executives added to the list of presenters include: Matthew Papertisan, Research Director, Demand Generation Strategies at SiriusDecisions; Elle Woulfe, Senior Marketing Manager at Eloqua; and Ruth Stevens, eMarketing expert and author. The C2C Conference was developed to provide marketers with optimal resources to strategize, develop and promote collateral that drives lead and demand generation.

Demand Generation Experts From SiriusDecisions, Eloqua Added To Agenda For Content2Conversion Conference


DemandGen Report (DGR) has announced additional speakers for its first annual Content2Conversion Conference, to be held Tuesday, April 24, 2012, at the Times Center in New York City.

Executives added to the list of presenters include: Matthew Papertisan, Research Director, Demand Generation Strategies at SiriusDecisions; Elle Woulfe, Senior Marketing Manager at Eloqua; and Ruth Stevens, eMarketing expert and author. The C2C Conference was developed to provide marketers with optimal resources to strategize, develop and promote collateral that drives lead and demand generation.

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