Welcome to my new blog series, "Behind the Marketing," which is inspired by the classic VH1 series, "Behind the Music," but with a B2B marketing twist. Each month, I will spotlight a cool, eye-catching and thought-provoking campaign or project — and the marketers behind them.
Drift, a conversational marketing platform, announced the launch of its email platform designed to help businesses turn email marketing into web traffic. The platform positions marketers to connect emails to their website, where chatbots offer personalized messages to visitors based on email engagement data.
One of the key themes at Oracle’s Modern Marketing Experience event taking place in Las Vegas this week is around data-driven marketing and the power of insight to know every customer.
To gain further insight into how the “power of insight” is impacting today’s B2B marketing campaigns, I reached out to several speakers and sponsors at the event to ask them to share their perspective. As you’ll see, many pointed to emerging technology like AI, but others pointed to data and intelligence around buyer preferences.
Here is what they had to say:
Deep insight allows marketers to truly engage with the buyer and create meaningful conversations, transforming from a static one-way information push to a two-way, engaging experience that will resonate with prospects.
AI plus ABM turns data into insights into action for B2B marketers.
There is a wealth of new information available to B2B marketers every single day. The marketers who are able to lock in on the data that matters most and, in turn, use that insight to have more contextualized, targeted conversations with high-impact accounts and leads, will have greater success meeting their customers’ specific needs and convert more prospects into happy customers.
Research shows buyers want content customized by industry, role and specific pain points. And once that targeted content is created, brands can use data to understand what topics resonate, and what formats they prefer, so they can create more relevant experiences and make more informed marketing decisions.
The Power of Insight means the end of generic nurturing tracks and "spray and pray" marketing—and not a moment too soon! Knowing who I am and what I need right now as a prospect is the only thing stopping me from meeting your unsubscribe page.
SocialWhirled, a campaign automation platform provider, announced its year-end growth for 2014, highlighting plans to launch a self-service portal for clients in 2015 — designed to edit and manage marketing and advertising campaigns.
The company's suite of tools is designed to coordinate the creation and management of marketing and advertising campaigns through the social, mobile and digital channels. The company states that its clients have engaged with over 150 million prospects through social, mobile and digital channels using its platform.
The Oracle Eloqua AppCloud is moving to the vendor’s Topliners user community site, enabling customers to more easily share, comment and follow apps, and receive updates from a single location, according to company officials.
The integration also enhances users’ ability to learn about AppCloud partner offerings as well as interact with Eloqua, partners and other organizations from within the familiar Topliners community.
Alinean, a creator of value-based interactive sales and marketing tools, added 20 B2B customers in 2012, providing them with solutions to address economic-focused buyers. These new customers included Canon, Concur, Cox Communications, GE Healthcare, Lenovo, LogMeIn and Zebra Technologies.
Alinean has developed and delivered interactive white papers, benefits estimators and ROI/TCO analysis tools for marketing campaigns and sales initiatives.
The latest results from a Lenskold Group marketing automation effectiveness study found 87% of marketers were less than very satisfied with the level of effectiveness from their campaigns.
The common causes cited by responses to the Lenskold Group study included a lack of: