Digital marketing solutions provider MultiView has released VisitorView, a data analytics solution for B2B companies that was previously only available to MultiView programmatic advertising customers. The solution is designed to show what companies make up a company’s traffic and activity to help them refine marketing strategies and tactics, as well as guide sales to interested prospects.
Twitter is looking to enhance its video content capabilities with two recent moves: The company acquired Magic Pony, a machine learning and visual processing technology, and has partnered with video marketing platform Innovid to provide data analytics and tools to advertisers.
Seventy-one percent of B2B marketers said that digital marketing and technological skill sets will be required for their roles in the next three to five years, according to an Association of National Advertisers (ANA)/Business Marketing Association (BMA) study released at the ANA/BMA16: Masters of B2B Marketing Conference in Chicago. However, a mere 7% of those polled said they have effective processes in place for capturing data on buyer behavior, attitudes and engagement.
“Our study shows that B2B marketers have much to offer, but that message is not getting through to the right people within their own organizations,” said ANA President and CEO Bob Liodice. “These marketers need to implement growth leadership initiatives, put forth a clear vision of their brands and develop strategies to remove barriers.”
The online survey of 237 B2B marketers was conducted by the ANA and its research partner, GfK, in March 2016. It included BMA members, as well as ANA members in B2B companies.
The ANA/BMA provided a set of recommendations for B2B marketers along with the study, and several featured speakers that presented during the three-day conference echoed these points as crucial elements to marketing success:
Account-based marketing (ABM) platform provider Madison Logic has acquired Internal Results, a B2B lead generation solutions provider, for an undisclosed fee. The acquisition aims to expand Madison Logic’s international reach and provide its users with a combined database that can enhance ABM marketing campaigns.
Despite sinking billions into marketing automation and other marking technology, only 7% of B2B marketers are seeing ROI from their marketing automation spend. At the same time, they are being scrutinized and held accountable to concrete revenue goals.
ClearSlide for Gmail is a Chrome app that puts the core functionality of ClearSlide’s service within Gmail. The solution aims to help salespeople engage with customers and prospects directly from their inbox — intending to improve salesperson productivity, help sales leaders forecast more accurately and makes sales content and campaigns more effective.
YesPath is an account-based marketing platform designed to help sales and marketing teams build relationships with targeted accounts by tracking engagement, predicting intent and distributing personalized content.
YesPath analyzes large volumes of data about accounts, including data in CRM, marketing automation, website traffic and intent data from a network of more than 2,500 B2B websites. YesPath combines the data into account profiles and tracks accounts' progress through the buying cycle, so that the best content can be selected for an account based on its stage, behavior and interests.
YesPath is delivered as a SaaS application. Pricing is tied to the volume of contacts and the number of sales representatives.
YesPath launched in March 2016. Beta customers included BlueJeans Network, MongoDB, Host Analytics and Kaleo Software.
YesPath brings a data-centric approach to ABM. The platform provides insights about a company’s target accounts, so marketers can develop the right content and send it to the right people.
Adding SEO to your promotional strategy can give your one-time event greater longevity and a lasting return. This infographic from BKV, a digital marketer firm, outlines the steps to maximizing your on-line or off-line event.
Today’s B2B marketing environment is more challenging than ever before. It’s harder to reach buyers and more difficult to gather information about their intentions. Traditional information sources, such as internal systems and public databases, often fall short when it comes to uncovering a prospect’s business needs, interests and purchase stages.