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Study: B2B Marketers To Increase Digital Marketing Spend To Enhance Customer Journey

A majority (84%) of B2B marketers plan to increase or maintain their digital marketing spend in the coming year, according to a recent report from Salesforce analyzing the current state of B2B marketing.

Content marketing and marketing automation (66%) are the top areas where their organizations will be increasing spending, followed closely by mobile applications and location-based tracking (65%) and social media advertising/marketing (64%).

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."

Study: Disconnect On Responsibility For Customer Experience

Act-On-TransparentWhile 80% of marketers believe that they have a peripheral role in the customer relationship, 85% feel that sales and support teams are currently responsible for the customer experience. This is just one of the key findings from a new study published by Act-On Software, in association with Gleanster Research.

The study 0f 750 B2B marketers examined their role in the customer lifecycle and supporting the customer experience.

Get The Facts About Customer Lifecycle Marketing

B2B marketers know that it's important to stay focused on generating new leads and revenue. But more marketers today are also discovering new opportunities in marketing to existing customers.

This new study, The Next Generation Of Lifecycle Marketing, reveals just how important this trend has become. Download this free report and get important insights into:

  • Published in Research

Infusionsoft Acquires Social Media Marketing Company GroSocial

infusion-logoInfusionsoft has acquired social media marketing software company GroSocial to meet the growing customer and market demand for a social media marketing software tool that helps small businesses generate qualified leads. Earlier this month, Infusionsoft announced $54 million in growth capital financing led by Goldman Sachs.

GroSocial will be integrated with Infusionsoft's CRM, marketing automation and e-Commerce tools so that small businesses can automatically move prospects through the entire customer lifecycle. An Infusionsoft widget in the GroSocial app will enable users to capture leads and trigger automatic follow-up.

Why Effective Multi-Channel Marketing Requires Customer Intelligence

By Joe Cordo, CMO of Extraprise

Editor's note: this is the second in a two-part series. Read Part One here.

Joe_CordoLast week, we discussed how to tie mobile and social profiles to the customer lifecycle in order to deliver the right kind of marketing to customers and prospects regardless of the channel. Today, we take it one step further by discussing the role of personalization and how it can be applied across multiple channels.

Go Mobile, Go Social Or Go Home: Using Mobile And Social Media To Drive Buying Decisions


By Joe Cordo, CMO of
Extraprise

Editor’s note: This is the first in a two-part series.

Joe_CordoMulti-channel marketing is not new. Its genesis comes from integrated marketing communications, and its most recent evolution is from the vast number of possible customer interactions fueled by the Internet and mobile communications. What is new and evolving is moving beyond simply setting up social media and mobile channels to reach prospects, and actually publishing to these channels the kind of content and information they need to make purchase decisions.

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