Sales enablement platform provider Seismic has acquired Percolate, a marketing campaign orchestration and content management platform. Through the acquisition, the company is positioned to deliver personalized content throughout the customer journey and across multiple channels, via customer-facing teams including sellers, customer success reps and partners.
It’s no secret that B2B buyers are overwhelmed when it comes to making complex purchase decisions. In fact, most B2B buyers report they feel inundated with options, choices and noise. In this environment, providing prospects with yet more high-quality information and “thought leadership” is no longer a differentiator for sales organizations.
Alignment across organizations has been a hot topic — and common pain point — for many B2B teams looking to get a holistic view of their customers and drive growth. This, in turn, has brought the idea of “revenue operations” to the forefront of go-to-market strategies.
According to SiriusDecisions, revenue operations is a call for more collaboration between everyone who touches the revenue engine. The firm’s research shows that companies that align their revenue operations grow 12% to 15% faster than their competitors and are 34% more profitable. Furthermore, there has been a huge uptick in RevOps roles on LinkedIn, in which members with a “Director of Revenue Operations” title grew by 81% between October 2018 and February 2019.
Influ2 Behavioral Scoring is designed to measure the interests of people based on their interaction with ads, enabling marketers to identify decision-makers whose interests were not captured with lead forms, emails or phone calls.
Since we cover performance marketing trends on a daily basis, we geek out a bit over any events that cover topics like revenue operations, sales/marketing alignment, ABM and data. That’s why the OpsStars event has emerged as one of our favorite events of the year.