Industry Insights

Study: Three Out Of Four Marketers Looking To Improve Lead Nurturing

New data shows that three out of four marketers are looking to further optimize their nurturing strategies and 82% plan to increase spend on marketing technologies in the second half of 2014. Those were some of the key results of the annual State of B2B Lead Nurturing. The study, conducted…

ICON14: Tips For Personalizing Emails, Nurturing Leads

Many B2B marketers struggle to determine how many emails they should be sending. But with Forrester Research estimating that 838 billion marketing messages were sent in 2013, businesses also are tasked to send relevant, timely and compelling emails to stand out. “You want to take a look at how many…

April 30, 2014
Written by Kim Ann Zimmermann, Managing Editor

Successful Predictive Lead Scoring Requires Rich Data

Lead scoring is not a new practice. According to the 2014 B2B Buyer Behavior Survey conducted by Demand Gen Report, 60% of the companies surveyed do lead scoring or plan to over the next year. However, many marketers are struggling to take lead scoring to the next level to predict…

March 25, 2014
Written by Brian Anderson, Associate Editor

B2B Buyer Personas Getting More Complex

While buyer personas are unique to each company, they all focus on the role each buyer has in making purchasing decisions. And as the role of the B2B buyer broadens, buyer personas are become more detailed and complex. The proliferation of mobile access and evolving content consumption patterns are also…

February 12, 2014
Written by Glenn Taylor, Associate Editor

Marketers Eye Predictive Models In Next Generation Of Lead Scoring

Lead scoring is more widely adopted than it was even just a year ago and many B2B marketers are already planning for the next major shift — predictive lead scoring. These were a few of the key findings in a survey titled: Benchmarking Marketing Automation: The Shift Toward Next Generation Lead…

November 6, 2013
Written by Brian Anderson, Associate Editor

Renewed Interest In Buyer Personas Fueled By Content Marketing

B2B marketers have been on a content binge of sorts over the past few years, developing all types of campaigns in a variety of formats to bolster their lead generation efforts. But in the past six months or so, observers say that B2B marketers are realizing that for content to…