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2013 B2B Buyer Behavior Survey: Buyers Happier But Still Waiting To Engage With Sales

2013 B2B Buyer Survey CoverWhile B2B buyers strategically browse social media discussions during their research, web search remains a top source of information.

Additionally, nearly two thirds of buyers indicate that content had a significant influence on a decision. While the buying process is getting longer and buyers continued to wait to engage with sales, B2B buyers are more satisfied with the process than they were a year ago.

Those are just some of the preliminary results of Demand Gen Report’s2013 B2B Buyer Behavior Survey. A total of 150 B2B buyers were involved in a major purchase during the past 12 months, revealing some striking trends observed during the purchasing process.

ExactTarget Opens App Marketplace

Hub ExchangeExactTarget has opened HubExchange, a marketplace featuring a variety of partner apps, ranging from web conferencing and event registrations to QR code activation and Facebook ad retargeting.

HubExchange kicked off with more than 50 apps, including offerings from ReadyTalk, Compendium and Get Smart Content.

Silverpop Hopes 'Universal Behaviors' Will Have Universal Appeal For B2B, B2C Marketers

amplify2013At last week's SiriusDecisions Summit, there was a lot of discussion about the role that tight, multi-system data integration will play in the future of marketing technology. It's an interesting and relevant topic, given some of the announcements being made this week at the Silverpop Amplify 2013 event.

Silverpop recently announced Email Insights — an application, built in conjunction with email analytics provider Litmus that allows marketers to preview and control how their email renders across multiple platforms and devices. In addition, Silverpop has unveiled Universal Behaviors, a much broader data-integration and behavioral marketing platform.

Smart Forms Rewrite The B2B Landing Page Playbook

Smartforms"Relevance" is the mantra for today's B2B content marketers. Look beyond the content, however, and you'll see other changes transforming another key to any successful lead generation campaign: the landing page.

Yesterday's passé laundry-list web landing pages are giving way to a very different approach. Intuitive web forms powered by backend databases can recognize and profile “anonymous” visitors, populate forms automatically and deliver content – all in a quick and seamless flow.

New Study Points To Missed Engagement Opportunities For Marketers Throughout The Customer Life Cycle

, a Web content management and digital marketing software company, has announced the results to its recent marketing industry study: “The Multichannel Maturity Mandate.” The report, conducted with Forrester, includes responses from more than 270 marketing professionals across a wide range of industries and geographic regions.

The study indicates that senior level marketers need to adopt a multichannel customer engagement model to increase marketing performance, according to a company release. Most (77%) of marketers agree they will drive more sales and profit by evolving into an effective multichannel organization, while a smaller but significant number (35%) said they have lost business because they are not able to integrate customer interactions across digital, social, mobile and offline channels.

DemandBase Adds D-U-N-S Support To B2B Web Analytics Solution

, a provider of on-demand B2B marketing software, today announced support for Dun & Bradstreet D-U-N-S numbers. DemandBase will add the new capabilities to its existing Real-Time Identification Service solution.

DemandBase gives B2B marketers the ability to identify and analyze incoming web traffic based on more than 40 business attributes, including company name, size, location, annual revenue, and industry type. Marketers can use this information to segment incoming traffic, tailor content marketing to specific audiences, generate more accurate analytics, and capture lead-generation data without the use cookies. The Real-Time Identification Service can also be integrated with a number of leading marketing automation, CRM and analytics platforms.

Nimble Helps Marketing Organizations Turn Social Media Communities Into Customers

a social business and CRM platform, is now available in the Google Chrome Web Store. The solution is designed to help organizations build relationships with prospects and customers via social media, as well as track and manage sales opportunities.

Using the Nimble platform, organizations can manage all social network accounts, including Twitter, Facebook, LinkedIn or Google+,  in a central location. Marketers also can stay up-to-date on the most popular discussions and networks, engage with customers and prospects, and communicate effectively by identifying and tracking relevant topics.

Improving Campaign Effectiveness And Lead Quality: 4 Steps To Build An Offer Planning Matrix

By Caroline Bishop, VP Marketing, Web Reply

Caroline_BishopFor B2B marketers, the process of delivering marketing campaigns to support quarterly sales goals is both an opportunity and a challenge. The focus on deadlines and execution usually detracts from “thinking time” — the time to take a step back, gain perspective and plan for the future.  Continuing to deliver campaigns today while building a clear and concise strategy to improve effectiveness and lead quality, and to move beyond the quarterly scramble, is a constant challenge.  How do we win this battle?

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