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Big Data Marketing Is No Longer A Gamble

YouMon TsangBy You Mon Tsang, CMO, Vocus

In the gambling world, handicapping is a science. The best prognosticators compile endless results, statistics and outside factors to determine the outcome of a game that is yet to take place.

But despite meticulous care and understanding, even the best predictions often fall short of expectations. Hence the fact that no one had a perfect March Madness bracket. Marketing campaigns, despite the same level of research, are also subject to this fate.

Brainshark For Work.com Offers Salesforce Integration

brainshark logoBrainshark, a cloud-based business presentations solutions provider, launched Brainshark for Work.com, on the Salesforce1 AppExchange. The integration with Salesforce is designed to improve sales onboarding, training and prospecting, and accelerate overall sales performance.

Brainshark integrates with Work.com through the Salesforce Chatter profile. Once logged in, sales reps can see which Brainshark video-based courses they need to take, helping to streamline and accelerate onboarding.

Act-On Opens APIs To Developers, Expands Partner Program

Act-On-TransparentAct-On Software it is looking to expand its partner ecosystem by opening its APIs to third-party developers. The Act-On Developer Program is also adding resources to help agency partners build, test and launch developer applications, company official explained.

In addition, the new platform will offer an app marketplace to provide customers with access to third-party applications.

Limelight Updates Platform To Speed Content Delivery

limelightlogoLimelight Networks announced the next generation of its Limelight Orchestrate Digital Presence Platform that is designed to support consistent, high-performance digital experiences across channels, devices, and geographies. The Orchestrate V2.5 platform addresses the challenges presented by increased and unpredictable content consumption and the need to support an ever-expanding variety of mobile devices, according to company officials.

In recent testing, validated by third parties, Limelight demonstrated up to an 8x web site performance improvement, translating into an 88% reduction in web site visitor wait time, explained Kirby Wadsworth, CMO, in an interview with Demand Gen Report.

Marketo Rolls Out Budget Management Tool

marketologoMarketo announced Marketo Financial Management (MFM), an application to provide marketers with an up-to-date view of marketing spend so that they can forecast accurately, find and reallocate program dollars and spend to plan. MFM's web-based, automated approach is designed to replace spreadsheets and manual processes to easily share and manage budgets from a single source, according to Marketo officials.

"Marketing organizations need a system for budgets and operational data, just like other departments," said Kristen Petersen, Director, Marketing Operations at F5 Networks, a provider of application delivery networking services. "Combining budget management and marketing automation in a single marketing platform is a big win for marketers. We expect Marketo's solution to help marketing improve budget oversight and simplify the relationship between marketing and finance."

Limelight Networks Brings Together Video, Content Management And Cloud Storage

limelightlogoLimelight Networks unveiled the next generation of its Limelight Orchestrate Digital Presence Platform, which integrates content management, video and cloud storage under one platform.

Orchestrate V2.0 includes a broad range of innovations to help Limelight customers leverage video, rich media, web and social content to create consistent digital experiences across channels, devices and geographies, said company officials.

Custom Becoming A “Cornerstone” Of Marketing, As CMOs Continue Shifting Ad Dollars To Content


While many organizations are challenged to harvest C-level buy-in on key business decisions, it’s becoming clear that content marketing has made its way up the ranks as a key business driver helping BtoB marketers effectively engage prospects.

A new study commissioned by the Custom Content Council — surveying CMOs in major industry sectors including healthcare, technology, finance, retail, communications and insurance — showed a marked improvement across all categories of usage, receptivity and results. Almost 9 in 10 CMOs said they see value in the service provided by custom content, representing a 15-point increase from 2006. The survey, conducted by GfK Roper Consulting by telephone in January 2011, provides new benchmarking data for a similar study conducted in 2006.

Custom Becoming A “Cornerstone” Of Marketing, As CMOs Continue Shifting Ad Dollars To Content


While many organizations are challenged to harvest C-level buy-in on key business decisions, it’s becoming clear that content marketing has made its way up the ranks as a key business driver helping BtoB marketers effectively engage prospects.

A new study commissioned by the Custom Content Council — surveying CMOs in major industry sectors including healthcare, technology, finance, retail, communications and insurance — showed a marked improvement across all categories of usage, receptivity and results. Almost 9 in 10 CMOs said they see value in the service provided by custom content, representing a 15-point increase from 2006. The survey, conducted by GfK Roper Consulting by telephone in January 2011, provides new benchmarking data for a similar study conducted in 2006.

Tying Activity To Revenue, Integrating Channels Cited As Top Challenges In New CMO Survey

A new survey of CMOs at BtoB and BtoC companies showed heads of marketing are still struggling to integrate channels and tie activity to revenue. The new joint survey of more than 100 CMOs, conducted by Aprimo with Argyle Executive Forum’s CMO Leadership Community, was taken during the 2010 CMO Spotlight Forum in April of 2010. The survey found nearly 40% of marketers feel their ability to correlate marketing activities to revenue and ROI is broken.

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