With a small team and heavy competition, AppNeta turned to intent data to get in front of target audiences via their preferred channels. The company teamed up with TechTarget to gain a better picture of behaviors and research patterns of key stakeholders in buying committees to re-envision its demand generation strategies and successfully fuel pipeline.

Any small business owner is no stranger to the difficult question: what do you do with your marketing budget? Further, how do you attribute which tactics are actually working?

Leadspace, a B2B customer data platform, released Leadspace for Advertising, a new solution designed to generate highly targeted digital ad campaigns that boost awareness and enhance digital advertising ROI.

True Influence, a B2B marketing and lead generation provider, released DisplayBase, a B2B media management solution designed to help users manage and optimize their display programs across all channels.

The solution aims to enable users to create integrated digital media programs at scale and better understand how ad budget impacts prospects throughout their journey. It is positioned to help marketers develop strategic campaign designs, create budget reports and manage performance and ROI. DisplayBase users can also access True Influence’s professional team for help developing and executing campaigns.

"Creating a truly successful digital media campaign involves a lot of moving parts, prompting us to create DisplayBase to be a single point of entry to manage and optimize a display program," said Brian Giese, True Influence CEO, in a statement. "We also take it a step further by having our team of experienced professionals help develop and execute the program to ensure our customers' success."

With the rise of data-driven marketing and campaign automation, programmatic advertising has become more prevalent among savvy marketers. It has moved from being a novelty to a mature industry standard. Recent research found that 63% of B2B marketers said they are buying or selling advertising programmatically. While that number is comparable year-over-year, spend among those using programmatic continues to rise, with 61% of marketers saying they will increase spending in the coming year.

Demandbase launched its new targeting solution designed to use AI and intent data to more accurately target and engage buying committees within target accounts with their advertising.

Bizible, a marketing attribution and planning solution, announced a new integration with LinkedIn Advertising that positions users to gain deeper insight into LinkedIn Advertising performance throughout the sales funnel.

Many marketers are combining inbound and outbound channels rather than relying heavily on one or the other for an approach that some have dubbed “all-bound marketing” to generate better business results.  

The adoption of ad blockers has taken off among internet users that prefer the ad-free content experience. This shift is hurting digital advertisers who have been relying on display ads as an inbound channel to reach new audiences and broadcast messaging.

Account-based marketing (ABM) platform provider Madison Logic has teamed up with Tapad, a cross-screen marketing technology solutions vendor, to enable B2B marketers to leverage targeted advertising and content syndication programs across all devices, including smartphones, computers and tablets.