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GDPR Aftershocks Show Big Impact On Contact Databases, Leading Marketers To Focus On Content Syndication, Inbound Strategies

The initial focus around the May 2018 GDPR deadline for most B2B organizations was what steps they need to take to be compliant. Now almost six months after the deadline many brands are seeing and feeling the effects on their database, with some seeing their usable contact lists dropping by more than 50% after double opt-ins and other compliance steps were added for EU contacts. Given the significant dent to outbound lists, many marketers have responded by ramping up content syndication and other inbound tactics.

SiriusDecisions TechX Preview: Sr. Research Director Gil Canare Shares Event Themes, Challenges For Technology Investment

Screen Shot 2018 11 05 at 4.42.18 PMAs the martech landscape continues to grow and more solutions grab marketers’ attention, technology investment has become a crucial topic of conversation for many organizations. In fact, research from SiriusDecisions’ 2018 CMO Study shows that nearly 60% of marketing leaders consider the implementation of new technologies and systems as “the organizational change required to support their companies’ growth strategy over the next two years.”

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ChannelWeek Presenters Prioritize Partner Enablement For Channel Program Success

To ensure that established or new indirect sales programs can help vendors distance themselves from the competition, it is imperative that companies provide the support and incentives necessary to enable and encourage partners to become more effective marketers. Enabling partners to play a bigger role in marketing their own brands, as well as those of the vendors they represent, was a common theme in the presentations made during ChannelWeek, a week-long webinar series hosted by Demand Gen Report and its sister publication, Channel Marketer Report (CMR).

Humanizing Account-Based Strategies Helps B2B Brands Drive Authenticity, Engagement

As the maturity of account-based strategies within the B2B marketplace continues, practitioners are finding that a unified organization around account frameworks and goals consistently leads to more authentic relationships with current and potential customers.

This was the main topic of discussion amongst attendees and speakers at the 9th annual #FlipMyFunnel Conference in Boston. Speakers and industry thought leaders agreed that while the tech landscape enabled many practitioners, it also prevented many from offering authentic, human-like customer experiences. The adoption of account-based strategies has helped organizations begin to reassess their go-to-market strategies to increase efficiency.

New Approaches For Nurturing Debut At SiriusDecisions Summit; Alternative Approaches Address Changing Capabilities & Realities

When SiriusDecisions introduced its Demand Unit Waterfall at its 2017 Summit, the new framework generated buzz and interest as a model for planning and tracking account-based strategies. It also created immediate questions and some concern over how brands could operationalize and apply campaigns around demand units, as opposed to leads.

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.

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