A new study from Data as a Service company Synthio and Ascend2, a research-based marketing firm, shows that B2B marketers are aware of critical issues within their data-driven marketing strategies, but are not prioritizing a solution. While more than half (51%) of respondents said that integrating data across platforms was a critical challenge, only 37% said that it was an important objective in their data-driven marketing strategy.

The Aberdeen Group has launched Lead Essentials, an account data and content marketing platform designed to help users match content offerings with specific buyer behaviors.

Better reporting, measurement, attribution and data are marketers’ greatest areas of focus, according to new research commissioned by the Internet Advertising Bureau. A total of 74% of marketers, media buyers and AdTech executives say better reporting, measurement and attribution will command their attention in 2017. The study also found that close to three-quarters (71%) expect their organization to spend more on audience data and related solutions/services in 2017, which grew from 67% in 2016.

Marketing attribution isn’t just a practice — it’s a science. In fact, there are enough factors in an effective strategy to fill a periodic table. This infographic from Bizible highlights the crucial pieces to an optimized, data-driven attribution strategy.

Madison Logic Activate ABM is an account-based marketing (ABM) platform designed to unify targeted advertising and content syndication tactics to drive B2B marketers’ lead generation programs. The solution features an ABM-centric data management platform (DMP) to identify and reach the most engaged audiences at scale.

Dentsu Aegis Network, a London-based agency network, announced it has agreed to acquire a majority stake in Merkle, a data-driven marketing agency. The deal is valued at $1.5 billion, according to reports.

Every organization is looking to grow, and data is crucial to driving that growth. This infographic from Oceanos illustrates how data can fuel essential demand generation activities for B2B marketers. 

Not too long ago, marketing was just about creating flashy content, drawing a bunch of attention and hoping some of the people you hooked would become your future customers. It was a numbers game. We often relied on buyers who knew they needed — for example — a washing machine, and would go directly to the sales outlet to make a purchase within their price range. We were one of a few choices, and all we had to do was dress it up for the camera.

Avention, a data solutions provider and maker of OneSource Solutions, announced the release of its OneSource ABM platform. The new solution aims to provide marketers with the key ingredient for an effective Account-Based Marketing strategy: the data insights necessary to target the right accounts.

Everywhere we turn, study after study claims marketing and sales leaders have "already implemented or are planning to implement predictive analytics in the coming 12 months.” Everybody's doing it, right?  Are you doing it? Probably not. But I bet “you know a guy who knows a guy” who is “killing it” with predictive analytics, right? Right …