- Published in Demanding Views
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 marketing and sales tactics is driving the ongoing need for an accurate, dependable database.
Synthio, a customer data platform provider formerly known as Social123, has announced it has joined the Marketo Accelerate partner ecosystem. The company’s platform will integrate directly with Marketo’s Engagement Platform, positioning B2B marketing to access their global contact databases to cleanse and enrich existing data, gain net-new targeted contacts and boost their ABM strategy.
Data is radically changing the role of the inside sales rep, especially in B2B companies. The influx of data is driving inside sales to function as a key point of alignment with, if not an extension of, the marketing team at some companies. This poses a provocative question: if the lines between marketing and inside sales are blurring, who’s the real boss when it comes to inside sales, the CMO or the CRO/Head of Sales?
Openprise, a data orchestration solutions platform for marketing and sales, announced new capabilities designed to provide visibility, control and access management inside and outside of users’ databases, without the added complexity of traditional compliance solutions. The changes to the platform aim to comply with the upcoming EU General Data Protection Regulation (GDPR).
A new study from Data as a Service company Synthio and Ascend2, a research-based marketing firm, shows that B2B marketers are aware of critical issues within their data-driven marketing strategies, but are not prioritizing a solution. While more than half (51%) of respondents said that integrating data across platforms was a critical challenge, only 37% said that it was an important objective in their data-driven marketing strategy.
Synthio, a data solutions company formerly known as Social123, announced it has received $8.5 million in funding from Fulcrum Equity Partners. The company plans to invest the funds in growing its sales, marketing, customer success and product teams, as well as expanding its contact data management platform.
Today’s businesses are drowning in customer data. They’re collecting a near-infinite amount of information from more communication channels and touchpoints than ever before. So, from the customer’s perspective, companies should know who they are and how to best serve them. Even with more opportunities to collect data, the problem of inconsistent, irrelevant or delayed messages from brands persists—leading to frustrated customers.
Radius, a B2B data and intelligence company, unveiled new integrations across data management providers (DMPs), Facebook, Google AdWords and Twitter. The integrations are designed to enable users to connect existing email, direct mail, telesales and other existing channels to identify and target audiences in a comprehensive, omnichannel environment.