Subscribe

Lattice Engines Supports Account-Based Marketing Tactics With New App

placeitLattice Engines launched its Lattice Account Prioritization application, a tool designed to support the shift in B2B marketing toward account-based marketing tactics. The app is intended to leverage predictive analytics to segment and target the right accounts in their campaigns and develop personalized messages that resonate with buyers.

The Account Prioritization application positions sales teams to prioritize outbound efforts with buying intent signals and predictive account scores. This information can then be used to personalize the conversations sales reps have with target accounts.

B2B Marketers Look To Expand Predictive Capabilities Throughout The Customer Lifecycle

PredictiveMarketingFeature imageWhile it has been a successful tool for top-of-funnel demand generation, predictive marketing is becoming more widely used by B2B marketers to improve engagement at all stages of the buying cycle. Companies such as Salesforce have launched new predictive marketing capabilities within their offerings, aiming to enhance the customer experience throughout the entire customer journey by embedding predictive capabilities within the marketing cloud.

Industry experts noted that the expansion of predictive beyond lead scoring and early-stage demand generation is a growing trend.

"Leaders, especially in marketing, need to be able to extract insights and make predictions based on existing and external data," said Meagan Eisenberg, CMO of MongoDB and former VP of Customer Acquisition and Marketing at DocuSign, in Demand Gen Report's 2015 Marketing Automation Outlook Guide. "Marketers also need to create efficiencies in the follow up of leads using predictive analytics and modeling to create a better scoring methodology to focus on opportunities most likely to turn into customers."

Salesforce Adds Predictive Component To Marketing Cloud

Salesforce logo newSalesforce launched Predictive Decisions for the Salesforce Marketing Cloud, which is designed to provide users with access to data intelligence from their CRM and marketing databases to increase conversions and engagement.

The new platform is positioned to help marketers leverage data science to analyze customer engagement and proactively deliver new content, products or offers that bring relevancy and resonance to customers through any channel.

ScoutSource Joins Marketo LaunchPoint To Offer Customer Lifecycle Nurturing

Marketo ScoutServiceSource, a recurring revenue management platform and solutions provider, announced that its Scout platform is now available on the Marketo LaunchPoint app marketplace.

Scout's predictive analytics, along with Marketo’s automation capabilities, provides subscription-based businesses with the ability to create loyalty and increase customer lifetime value through user nurturing across the entire customer lifecycle.

As Big Data Evolves, B2B Marketers Focus On Data Management

big data shutterstock 121671508The growth of Big Data has not gone unnoticed by B2B marketers. In an annual study from Infogroup Targeting Solutions, 54% of marketers said they have already invested in Big Data. Up to 30% of marketers said they plan to invest in Big Data for the first time in the next two years.

Although Big Data has been a part of the lead generation and nurturing process for quite some time, many B2B marketers are still developing strategies for managing and leveraging the influx of information they are collecting on prospects.

Dreamforce Roundup: Revamped Marketing Cloud, Mobile And Predictive Analytics

Dreamforce logo

At Dreamforce, Salesforce debuted its revamped marketing hub — now dubbed Salesforce ExactTarget Marketing Cloud — as part of its Salesforce1 platform, a new set of technologies designed to deliver and integrate mobile versions of Salesforce-based applications.

The Salesforce ExactTarget Marketing Cloud is designed to integrate apps for email, mobile, social, web and marketing automation, into a single location. The marketing cloud also is designed to provide a consolidated view of every customer, help manage the customer journey and optimize content for every device.

Analysts who spoke with Demand Gen Report had mixed reactions to the new marketing cloud. Some pointed to a greater separation of B2B and B2C marketing tactics, while others saw it as bringing the two marketing disciplines closer together.

Vendors Combine Data And Databases With Predictive Analytics To Simplify Deployment

David RaabBy David M. Raab, Principal, Raab Associates

Predictive analytics has always seemed like a great tool for business marketers: a way to create better-targeted customer treatments without hours of painstaking research. Indeed, consumer marketers have used predictive models in this way for decades. The main obstacle for business marketers has been lack of data, since predictive models require thousands of observations to produce a reliable result.

Roundup: Eloqua AppCloud Growth, TrendSpottr Partners With Salesforce.com


TrendSpottr, Salesforce.com Unveil Analytics Integration

TrendSpottr, a provider of predictive analytics services, announced a partnership with Salesforce.com.

According to TrendSpottr, its real-time predictive analytics will now be available through the Salesforce Marketing Cloud; customers will access their analytics through either the Radian6 or Salesforce Marketing Cloud Dashboard.

TrendSpottr allows sales and marketing professionals to identify top trending links, hashtags and users from customers' topic profiles. It can also expand shortened links to reveal source domain and domain URLs, and it provides time-segmented analysis of top social media trends.

Marketing Measurement: Lost In Translation


At a DemandCon event session earlier this month, Jon Russo, Founder and CEO of B2B Fusion Group, asked a room full of marketers how many were still using Excel spreadsheets to track their performance. About 90% of them raised their hands.

Russo said he wasn't surprised at the show of hands. But he is definitely concerned about it.

"This is risky business for a marketing organization," he said. "Executives are now accustomed to seeing metrics integrated with tools like Salesforce. When they see these reports dumped onto spreadsheets, they're going to question the validity of the data."

Subscribe to this RSS feed