Buzzworthy B2B: The Latest News & Trends From September 2021

Published: October 5, 2021

Welcome back to Demand Gen Report‘s (DGR) blog series: Buzzworthy B2B. We’ve spent the past month watching the latest news and monitoring the hottest trends in the industry to curate the top research statistics, financial news, personnel changes and more to keep you in the loop. Check out all the latest happenings in the B2B space throughout September 2021 below!

Movers Shakers

Movers & Shakers is back to its former glory as Money Makers reclaimed its independence, proving that the B2B industry never stops, well, moving. From successful virtual events to exciting rebrands, let’s see what shook the industry throughout September.


Best Of #B2BMX Highlights 2021 B2B Marketing Successes

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Demand Gen Reportjust hosted itsBest of #B2BMX virtual event, a three-day recap of the most impactful and informative sessions from its 2021 #B2BMX series. This online celebrationhighlighted B2B marketers’ successes in content marketing, account-based marketing (ABM), revenue operations (RevOps) and channel marketing, and revealed how personalized, experience-focused strategies are the keys to the digital B2B future. Check out our full recap of the event for more juicy insights and best practices from 2021!

Terminus Acquires ZylotechFor New CDP Platform

Terminus acquired Zylotech and will rebrand the B2B intelligence platform into Terminus CDP. The new platform will allow Terminus to constantly enrich its account data and provide its users with account activity analytics they can leverage for go-to-market success.

Cordial Hires New VP Of Marketing

Cordial, a cross-channel marketing platform, appointed Carrie Parker as its new SVP of Marketing. With more than 20 years of experience in marketing communications and digital strategy, Parker will help the company drive business growth and accelerate its expansion into new markets.

LinkedIn Celebrates All Things ABM At I Heart ABM

This month saw marketers gather on LinkedIn Live for the fourth annual I Heart ABM event from LinkedIn Marketing Solutions, a recap and analysis ofABM’s evolution. This year’s event explored ABM’s transformation into aexperiencebasedstrategy,and how marketers are aligning their Demand Gen and ABM teams to deliver1:1 account experiences that drive meaningful engagement and revenue.

Money Makers

“Money, money, money, always sunny…” Oops, don’t mind us. We’re just having an ABBA moment over here as we examine the companies that raked in the big bucks.


Sendoso Closes $100M Funding Round

Sending platform Sendoso recently closed a Series C funding roundgenerating $100 million and bringing its total raised funds to $152 million. The company will use the funds to accelerate the expansion of its global footprint, hire new employees and build on its product offering to enhance B2B sending strategies for European markets.

Plannuh Secures $4.1M In Equity Funding

Plannuh, a cloud-based marketing leadership platform, raised $4.1 million in an equity funding roundThe company will invest the money in new AI forecasting and recommendations technologiesto provide its users withmore relevant and accurate data insights. Builds Up Chatbot Analytics With $3.6M Seed Funding, an AI powered conversational marketing platform, secured $3.6 million in additional seed funding from VamosVentures. The company plans to further develop its platform’s chatbot analytics and CRM integrations to help users drive greater engagement in digital channels.

Freshworks Goes Public With $10B Valuation

SaaS solution provider Freshworks raised $1.03 billion and sold 28.5 million shares of stock during the first week of its IPO, bringing the company’s valuation to $10 billion. The company will leverage the funds generated to expand its product offering into India and other international markets.

Heads Up

They say that growth is a natural part of life, and B2B organizations took that seriously this month as they expanded their platforms to bolster their data and engagement offerings.


Forrester Unveils New Services For Forrester Decisions 

Earlier this month, Forrester enhanced its customer-focused strategy and research offeringForresterDecisionsThe updated portfolio includes new market trend insights, strategic frameworks and guidance sessionsto help B2B marketing leaders make more informed decisions when tackling challenges with customer experience,martech and product management.

Alyce Unveils Smart Gifting Solution

Gifting platform Alyce unveiled a new suite of AI-powered gifting features with the launch of its Smart Gifting platform. The platform includes gifting intelligence features and global partnerships to enhance its users personalized sending, direct mail, swag and Ee-gifting initiatives, helping marketers create memorable customer experiences and accelerate pipeline and deals.

ON24 Revamps Engagement Hub With Live Webinar Viewing

ON24 announced that users of its Engagement Hub platform can now view live webinar broadcasts from its Webcast Elite solution. This will allow users to unify their live and on-demand webinar content to increase buyer readiness and event engagement, drive audience interest and enable partner interactions froma single content hub.

Standout Stats

It’s always nice to know what’s working and what’s not to benchmark yourself against your peers, so we’ve curated some of the month’s most interesting datasets to keep you in the know.


  • Change took hold of the industry this month, as 48% of marketers completely changed their content strategies in 2021 and 47% overhauled their data strategies.
  • 70% of sales reps who include pre-recorded videos in their outreach report higher levels of engagement and faster deal turnaround;
  • 96% of marketers have implemented MAP technology over the last year, and 36% are taking six to 12 months to operationalize their solutions for daily marketing efforts.
  • Although 84% of marketers who adopted ABM programs experienced promising revenue growth and engagement, 40%believe their ABM programs have room for improvement;
  • 86% of B2B buyers rely on peer reviews when making a purchasing decision;
  • 55% of marketers started using content targeted during specific stages of buyer journeys to nurture their leads.


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