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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 their disposal — whether through progressive profiling or intent signals — to be more relevant in their messaging and maintain a healthy balance between personalization and privacy.

DemandCon Event Offers Successful Models, New Approaches To Demand Gen Strategies

DemandGen_Video_SCThe sales and marketing funnel had three days in the spotlight during the inaugural DemandCon event, May 18-20 in San Francisco. Bringing together more than 60 industry speakers and approximately 300 attendees, the event featured blueprints of successful rollouts of integrated demand generation programs, and challenged the conventional thinking on the structure of the funnel.

In the opening keynote address, Jeff Ernst, Principal Analyst at Forrester Research, serving CMO and Marketing Leadership Professionals, took a somewhat controversial stand by encouraging sales and marketing executives to “bury the funnel.” Ernst said it was a myth that the funnel represents buyer behavior and suggested that rather than aligning marketing and sales, organizations must focus on alignment with the buyer.

DemandCon Event Offers Successful Models, New Approaches To Demand Gen Strategies

DemandGen_Video_SCThe sales and marketing funnel had three days in the spotlight during the inaugural DemandCon event, May 18-20 in San Francisco. Bringing together more than 60 industry speakers and approximately 300 attendees, the event featured blueprints of successful rollouts of integrated demand generation programs, and challenged the conventional thinking on the structure of the funnel.

In the opening keynote address, Jeff Ernst, Principal Analyst at Forrester Research, serving CMO and Marketing Leadership Professionals, took a somewhat controversial stand by encouraging sales and marketing executives to “bury the funnel.” Ernst said it was a myth that the funnel represents buyer behavior and suggested that rather than aligning marketing and sales, organizations must focus on alignment with the buyer.

DemandCon Event Offers Successful Models, New Approaches To Demand Gen Strategies

DemandGen_Video_SCThe sales and marketing funnel had three days in the spotlight during the inaugural DemandCon event, May 18-20 in San Francisco. Bringing together more than 60 industry speakers and approximately 300 attendees, the event featured blueprints of successful rollouts of integrated demand generation programs, and challenged the conventional thinking on the structure of the funnel.

In the opening keynote address, Jeff Ernst, Principal Analyst at Forrester Research, serving CMO and Marketing Leadership Professionals, took a somewhat controversial stand by encouraging sales and marketing executives to “bury the funnel.” Ernst said it was a myth that the funnel represents buyer behavior and suggested that rather than aligning marketing and sales, organizations must focus on alignment with the buyer.

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