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Study Reveals Tracking Lifecycle Of Current Customers A Key Priority

Eloqua Survey Ebook The Next Gen Customer Lifecycle MarketingB2B marketers know that it's important to stay focused on generating new leads and revenue. But more marketers today are also discovering new opportunities in marketing to existing customers.

A recent study, The Next Generation Of Customer Lifecycle Marketing, revealed just how important this trend has become. According to the study, two thirds of the marketers polled said that tracking the lifecycle of their current customers is now an important activity for their organizations.

B2B Marketers Struggle With Data Quality, NetProspex Report Finds

NetprospexNetProspex, a provider of B2B data services, released its B2B Marketing Data Benchmark Report, which found inaccuracies or missing data in a sizeable number of the more than 100 million marketing records it examined.

“What we found is that there is room for improvement in all functional areas,” said Michael Bird, President of NetProspex. “Marketing data is like crude oil. It has to be refined to be useful.”

Vocus Marketing Suite Integrates Email, Social, Search and Publicity


Vocus, a provider of cloud-based marketing software, announced new and enhanced features in its Marketing Suite, which now integrates email, social media, search and publicity.

The  iContact email platform, which Vocus acquired last year, is now fully integrated into the Vocus Marketing Suite. The Buying Signals module monitors social media to notify marketers when customers are ready to buy their product or service. The Business Streams feature provides marketers with a single management point to receive marketing opportunities such as sales leads, media interview requests and social media conversations.

Yesmail Casts A Wider Data Net With Market Intelligence Update

YesMailEmail marketing provider Yesmail Interactive has updated its Market Intelligence tool to collect customer data from a wider range of social media and other content channels.

According to a company news release, Yesmail Market Intelligence now collects data from email, Facebook, Twitter, YouTube, Google+, display ad networks and the web. It also now provides screen captures of competitors' mail web site pages and tracks how their featured content changes over time.

Compendium Adds Social Media Integrations

Compendium LogoCompendium announced the release of Compendium 4.0, which adds integrations with social media platforms and marketing partners such as Eloqua, ExactTarget and Hootsuite and content scoring functionality among other features.

Other features of the upgrade include a flexible publishing platform for the creation of branded content hubs and an editorial calendar with a seamless view of the organization’s content marketing efforts.

Nearstream And LoopFuse Combine Social Customer Engagement, Marketing Automation Tools

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LoopFuse, a cloud-based marketing automation software company, has merged with Nearstream, a provider of social engagement software. The combined company, to be called Nearstream, will offer an integrated customer engagement and automated marketing platform spanning the web, email and social networks.

Nearstream scans social networks such as Twitter, LinkedIn and Facebook to identify and engage customers based on their intent to purchase. LoopFuse provides marketing automation to manage sales prospects through the buying process – website visitor tracking, email lead nurturing, lead scoring, CRM integration and conversion analysis.

Email Subject-Line Study Offers Guidance For B2B Marketers

A recent study conducted by email marketing firm Adestra offers some interesting, and perhaps surprising, insights into how email subject lines affect user engagement metrics.

The study, which involved a random sample of the firm's email campaigns, analyzed click-through, open and click-to-open rates for 932 million emails during a six month period. The study broke out specific market segments, including e-Commerce, event marketing, and charities; it also compared B2B versus B2C response rates.

Pardot Rolls to Record Results Behind Customer and Partner Momentum

Marketing automation vendor Pardot reported its most successful quarter to date, adding 143 new clients in Q2 2012. The company also sealed a significant deal with Dell in the second quarter, with the computer manufacturer now offering Pardot to its small business customers. Also in Q2, Pardot was awarded a large line of credit from Silicon Valley Bank, which, according to the company, will be used to fund its growth and customer service initiatives. Pardot’s client list includes more than 1,300 companies worldwide.

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