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Interactive Content Platforms Gaining Popularity As Marketers Look For New Engagement Paths

With more messaging being received and content being consumed on mobile devices, marketers are increasingly investing in tools that allow them to engage buyers across channels and platforms.

Recent statistics identify the reasons for this trend: According to Demand Gen Report’s 2012 Content Preferences Study, 84% of executives indicated they now use a laptop most frequently to access business-related content. In addition, 70% said they use a mobile phone to access content, and 49% use a tablet.

DemandCon 2012: B2B Marketers Learning To Overcome Persona Panic

Do buyer personas make B2B marketers nervous? If you ask Jay Gaines, Group Director at SiriusDecisions, the answer is clearly yes – and that’s not good.

Gaines tackled this question during his keynote at this year’s DemandCon event, held in Boston this week. “When I bring up personas, a lot of my clients get a little upset,” he said. “They feel like they’re already operating at a very granular level to begin with . . . there’s no way they can get down to the level of creating personals and be able to manage.”

Dreamforce 2012 Roundup: Selling The Social Enterprise

photo3This year's Dreamforce event, held last week in San Francisco, was certainly bigger than ever, with Salesforce claiming around 90,000 attendees. And while Dreamforce is increasingly known for its circus-like atmosphere, superstar keynotes and massive presence in downtown San Francisco, there's also plenty of news and trend-spotting going on.

 Here's a roundup of the product announcements and most interesting trends from Dreamforce 2012, with a focus on items of interest to DGR's audience.

Treehouse Interactive Unveils Updates To Marketing Automation Solution

Treehouse Interactive
this week announced a series of updates to the company's MarketingView marketing automation solution, including new tools and tighter integration with the Salesforce Sales Cloud platform.

The Salesforce Sales Cloud enhancements integrate Treehouse marketing automation with Salesforce lead, contact and opportunity object data. The goal, according to Treehouse, is to allow companies to automate their lead nurturing based on multiple attributes, including opportunity stage, vertical market and product purchase history. Marketers can also engage in post-purchase nurturing for customer upsell, cross-sell, on-boarding and retention campaigns.

6 Keys To Building A High Performance Revenue Marketing Practice

By Debbie Qaqish,
Principal Partner and Chief Revenue Marketing Officer for The Pedowitz Group

Debbie_QEditor's Note: This is the first installment in a three-part series.

There are six major controls to building and sustaining an effective Revenue Marketing practice: strategy, content, people, process, technology and results. You will use every one of these six controls to set your own unique path and pace for transforming marketing from a cost center to a revenue center.

Are You Content With Your Content?

By Julie Zadow, Marketing VP, Aberdeen Group

JulieZadow-pictureI’ve been thinking about the adage that everything old becomes new again, and about how it relates to the epic rise of content marketing as a buzzword, rallying cry and all-important directional philosophy for marketers around the globe. How did we get here?

Distribion Unveils Social Marketing Tool For Regulated Industries

Distribion, Inc
., a provider of web-based marketing automation software, last week announced the release of a social media marketing tool tailored for enterprises working in highly regulated industries.

The Distribion Social Media Bundle is designed to work with the company's existing suite of distributed marketing automation tools. The platform offers marketers and local sales reps a single, shared platform for managing branded, compliance-ready content that can be distributed across email, print and social media channels.

Experts Discuss Best Practices For Contact Lists, Data Cleansing In The B2B Buying Process

More B2B marketers are investing in data cleansing techniques to segment their target audiences and help prospects through the buyer journey. According to Maribeth Ross, VP of Marketing for NetProspex, these techniques allow marketers to target audiences more effectively; as a result, they generate more leads and see improvements in marketing-generated revenue metrics.

During a recent webinar -- “To Buy or Not to Buy… That is the Question: When and How to list in your B2B marketing programs” -- Ross explained the right time to use a contact list and the number of contacts needed to get results. Ross also discussed key facts about the data-buying process, as well as the necessary steps marketers should take after making a purchase.

By offering a multi-touch program, marketers can connect with prospects throughout the buying process, while exposing them to relevant content that promotes them to “hand-raiser status,” noted Ross.

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