Industry Insights

How Text Messaging Apps Could Apply To B2B: Marketers Eyeing New Channel To Engage Next-Gen Customers

Messaging applications are a common appliance on smartphones today. Facebook Messenger, What’s App and Slack all play an important role in both personal and professional lives. In fact, a 2017 eMarketer study found that more than three-quarters (76.3%) of the world’s smartphone users use a mobile messaging app. Now, this…

May 16, 2018
Written by Klaudia Tirico

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.

May 11, 2018
Written by Andrew Gaffney

Exclusive Q&A: PathFactory VP Discusses Rebrand From LookBookHQ, Evolution Of Content Activation

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…

May 10, 2018
Written by Brian Anderson

SiriusDecisions Debuts New Matrix To Help B2B Companies Accelerate AI Applications For ‘High-Def View’ Of Audiences

Despite the buzz around artificial intelligence (AI), many B2B organizations have been slow to adopt and deploy AI-powered applications due to a limited understanding of the technology and how it can impact all areas of the revenue engine. During its Summit in Las Vegas this week, SiriusDecisions debuted a new…

May 9, 2018
Written by Andrew Gaffney

Source: Steve Lucas on Twitter (@nstevenlucas)

Customer Obsession, Analytics & ABM Take Center Stage At Marketing Nation Summit

For marketing messages to stand out in today’s digital ecosystem, B2B teams must be fearless in how they formulate their strategies, budget for unique tactics and prove the projected ROI to senior leadership on their efforts. Those who can remain fearless through these challenges position their marketing teams to build…

May 3, 2018
Written by Brian Anderson

Rise Of Millennial Buyers Pushes Marketers To Reevaluate Traditional Tactics

Millennials have long been disparaged and dismissed as “lazy and self-centered.” But marketers can no longer afford to overlook Millennials, who now comprise the largest generation in the workforce, according to the Pew Research Center, and are positioned to influence B2B purchasing decisions, according to insight from Forrester and LinkedIn.…

May 2, 2018
Written by Elise Schoening

GDPR Countdown: Experts Sound Off On Last-Minute Preparations

The countdown to the General Data Protection Regulation (GDPR) compliancy deadline is on. In T-minus 35 days, any company that has business relations with residents in the European Union is required to be GDPR-compliant — all in an effort to give EU citizens more control over their personal data.

April 19, 2018
Written by Demand Gen Report Team