• November 7, 2018
• Published in Industry Insights

Demand Gen Report has announced its upcoming Buyer Insights & Intelligence Series. The week-long webcast series will take place July 9-13.

The series is designed to explore new models for identifying, engaging and converting prospects with precision. Experts from Triblio, Lattice Engines, Netline Corporation, Demandbase, Full Circle Insights, LeanData, Bound, TechTarget, Content4Demand, SaleScout, ON24, CaliberMind and Vidyard will share examples and best practices on topics such as:

• Account-based marketing;
• Personalization;
• Content strategy;
• Data strategy, and more!

"We believe the Buyer Insights & Intelligence Series is one of the most important events we produce," said Andrew Gaffney, Editorial Director of Demand Gen Report, in a statement. "The early days of demand generations were largely focused on generating as many leads as possible and setting up campaigns that got buyers to raise their hand. Now, smart marketers realize they have to use a variety of tools and tactics to monitor buyer behavior and identify prospects even before they are willing to fill out a form."

Click here to register for the series.

One of the key themes at Oracle’s Modern Marketing Experience event taking place in Las Vegas this week is around data-driven marketing and the power of insight to know every customer.

To gain further insight into how the “power of insight” is impacting today’s B2B marketing campaigns, I reached out to several speakers and sponsors at the event to ask them to share their perspective. As you’ll see, many pointed to emerging technology like AI, but others pointed to data and intelligence around buyer preferences.

Here is what they had to say:

Aaron Dun, VP of Marketing, SnapApp

Deep insight allows marketers to truly engage with the buyer and create meaningful conversations, transforming from a static one-way information push to a two-way, engaging experience that will resonate with prospects.  

Peter Isaacson, CMO, Demandbase

AI plus ABM turns data into insights into action for B2B marketers.

Caitlin Ridge, Director of Marketing, Lattice Engines

There is a wealth of new information available to B2B marketers every single day. The marketers who are able to lock in on the data that matters most and, in turn, use that insight to have more contextualized, targeted conversations with high-impact accounts and leads, will have greater success meeting their customers’ specific needs and convert more prospects into happy customers.

Alicia Esposito, Content Strategist, Demand Gen Report

Research shows buyers want content customized by industry, role and specific pain points. And once that targeted content is created, brands can use data to understand what topics resonate, and what formats they prefer, so they can create more relevant experiences and make more informed marketing decisions.

Allen Pogorzelski, VP of Marketing, Openprise

The Power of Insight means the end of generic nurturing tracks and "spray and pray" marketing—and not a moment too soon! Knowing who I am and what I need right now as a prospect is the only thing stopping me from meeting your unsubscribe page.

The rise in predictive marketing capabilities continued its upward climb this week, with many key players launching solutions and announcing partnerships to help marketing and sales gain highly-targeted leads.

Predictive marketing and sales applications provider Lattice Engines has updated its predictive marketing applications with lead enrichment capabilities designed to pull account-level information during the scoring process and implement it into existing CRM and MAP systems. This positions marketers to segment accounts and push them to specific programs and tactics.

The Strategy & Planning Series went into full gear on Wednesday, hosting a variety of sessions focusing on the role data plays in driving demand and enhancing content marketing initiatives within B2B organizations.

Marketing attribution models and tools are emerging that enable B2B marketers to tie sales to specific marketing campaigns and initiatives that contributed to revenue, experts note. And while most companies are not there yet due to the complexity of full-funnel attribution, those who are doing so are seeing a significant payoff.

Lattice Engines announced that it has tripled its customer wins since Q1 2015, as well as increased new bookings by 110%. This growth implies that predictive marketing is a trend that continues to growth within B2B organizations.

Brian Kardon, the former CMO of Lattice Engines and Eloqua, joined ThinkingPhones, a mobile-based business communications provider, as CMO. In his new role, Kardon will be lead the company's brand awareness, demand generation and global marketing integration initiatives.

B2B buyers want more interactive content to help them make their buying decisions, and companies such as Lenovo and Lattice Engines are leveraging  formats such as assessments, quizzes and video to promote engagement throughout the buyer's journey.