Industry Insights

Balancing Personalization & Privacy Through Relevant, Transparent Communication

Personalization — to no surprise — continues to be a buzzword in marketing, in both the B2B and B2C industries. Yet B2B organizations are still trailing behind their B2C counterparts in terms of delivering a meaningful personalized experience. However, B2B marketers are beginning to leverage all the new and existing data at…

January 15, 2020
Written by Klaudia Tirico

Companies Increasing Event Investments, Expanding Tools & Tactics To Move Beyond Acquisition

Despite the expanded influence of digital marketing in buying behavior and a proliferation of digital channels, B2B marketers point to a resurgence of in-person events as one of the top drivers of opportunities and pipeline conversions.

December 11, 2019
Written by Brian Anderson

Former ExactTarget Exec Tim Kopp Shares Outlook On Future Of B2B, Plans For Growth As New CEO Of Terminus

Bringing the unique perspective of the investment community as well as having built one of the top brands in the marketing automation category, Tim Kopp was announced as the CEO and chairman of Terminus this week.

December 5, 2019
Written by Andrew Gaffney

New Demandbase CEO Discusses Pivot From ABM Evangelism To Category Definers

While ABM has been widely adopted within B2B marketing and its awareness is higher than ever, new research from Demandbase and Demand Metric has revealed that ABM tech stacks are still in the “immature” stages. Marketers are having a tough time choosing the right technologies, especially with the explosion of…

December 4, 2019
Written by Brian Anderson

Fourth Annual OpsStars Event Shows Significant Growth; Highlights Ops Leaders In Inaugural Award Program

The B2B marketing action stretched far beyond the Moscone Center during Dreamforce, as more than 2,500 attendees convened at the historic San Francisco Mint building this week for the fourth annual OpsStars event. Growing approximately 60% over last year’s event, OpsStars featured 28 sponsors and expanded its agenda to three…

November 21, 2019
Written by Andrew Gaffney

Digital Transformation, Customer Centricity Take Center Stage At Dreamforce 2019

Dreamforce 2019 kicked off in full force this week, bringing thousands of “Trailblazers” to the heart of San Francisco for four days of learning and networking. The common theme coming out of the morning keynote — as well as other presentations throughout day one — was all about digital transformation…

November 20, 2019
Written by Klaudia Tirico

SiriusDecisions Analysts Share How To Address Deal Acceleration Within The Demand Unit Waterfall

The Demand Unit Waterfall is a unique funnel framework from SiriusDecisions that has helped many B2B organizations better understand buying teams within their target accounts. With the growing focus on marketing teams to help drive revenue, companies expect them to help accelerate deals through this funnel and close more business.…

November 20, 2019
Written by Brian Anderson