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Interactive Content, Syndication Networks Fuel Buyer Insights, Go-To-Market Strategies

The value of content marketing extends beyond just a top-of-funnel activity. When leveraged correctly, content insights can provide critical intent and account data that can be used throughout the funnel to move buyers towards a sale. B2B companies such as SAP, IHS Markit and Blackbaud are investing their marketing dollars towards interactive content and content syndication networks to extend content reach, garner greater insights and refine their go-to-market strategies. The results are higher engagement, improved lead generation and better data on prospective buyers.

SAP SE Acquires Qualtrics For $8B

SAP SE announced that it had signed a definitive agreement to acquire Qualtrics, a research and experience management software provider, in an $8 billion cash transaction. The acquisition positions SAP to combine Qualtrics’ experience data with its operational data to help customers better manage supply chains, networks, employees and processes.

Forward-Thinking B2B Marketers Partner With Influencers To Create Cross-Channel, Long-Term Campaigns

Risk aversion is becoming a top motivator for B2B buyers. Research shows 78% of buyers are dedicating more time to researching solutions and are increasingly turning to peers and thought leaders for relevant insights. Demand Gen Report’s 2018 B2B Buyers Survey demonstrates the growing influence of third-party sources and outside opinions on the buyer journey. According to the report:

3 Things To Keep In Mind For GDPR Email Messaging

We’re coming down to the wire for GDPR compliance. I’m sure all our readers are quite familiar with it; especially those who tuned into Demand Gen Report’s livestream podcast about the topic. But judging by the number of emails I’m receiving asking me to re-opt-in to keep receiving their content, B2B marketing teams are starting to feel the pressure to get their current contact database compliant for the new regulations.

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