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GDPR - Demand Gen Report Coverage
What Do B2B Marketers Need To Know About Data Regulation?

What Do B2B Marketers Need To Know About Data Regulation?

January 20, 2020  - avatar Michael Bird, Dun & Bradstreet

In the past few decades, we’ve seen a massive change in technology. Today, I can buy a new wardrobe, order groceries, hail a ride, book a vacation and wire money from my bank account with a click or two on my mobile phone. And if I’m too lazy to even open my phone to check the weather, Alexa is there...

DealSignal Launches CRM Data Health For Salesforce To Tackle Data Decay

DealSignal Launches CRM Data Health For Salesforce To Tackle Data Decay

September 6, 2019  - avatar Amanda Hollenbeck

DealSignal, a B2B on-demand contact data platform, revealed a CRM Data Health™ module integration for Salesforce, designed to refresh incomplete or outdated leads, contacts and accounts in an effort to tackle CRM data decay with accurate data that is GDPR-compliant.

How To Fine-Tune Your Data Strategies With Webinars

How To Fine-Tune Your Data Strategies With Webinars

August 8, 2019  - avatar Elise Schoening

The devil’s in the details — or in marketing’s case, the devil’s in the data. Almost every B2B marketer has a data problem, whether it’s getting the right data on target accounts ensuring data is accurate and up to date or aligning sales and marketing around the same data, the list is endless. And thanks to GDPR, the pressure is...

How GDPR Can Help Marketers Overcome Common Data Challenges

How GDPR Can Help Marketers Overcome Common Data Challenges

August 5, 2019  - avatar Peter Gillett, Zuant

The challenges marketers face today regarding data have not changed. We still need to collect and leverage data to generate demand. GDPR forces companies to examine their approach to data collection and comply with the rules or suffer the consequences. Considering the privacy controversies currently surrounding Facebook and Google, one would think marketers would be obsessed with being compliant, but...

CCPA Countdown: B2B Brands Prepare Compliance Steps And Look For Longer Term Trust Payoffs With Customers

CCPA Countdown: B2B Brands Prepare Compliance Steps And Look For Longer Term Trust Payoffs With Customers

July 24, 2019  - avatar Elise Schoening

A little over a year has passed since the General Data Protection Regulation (GDPR) took effect, but marketers are not out the woods yet. On the contrary, the wave of privacy regulations seems to have just begun, and the latest legislation, the California Consumer Privacy Act (CCPA), is scheduled to take effect in six months’ time.

It’s Time To Stop Treating All Intent Data The Same

It’s Time To Stop Treating All Intent Data The Same

April 30, 2019  - avatar Dale Durrett, Bombora

Buyer intent data is quickly becoming a must-have dataset for sorting likely-to-convert prospects from those who are less likely, and for influencing marketing budget decisions. Yet as the adoption of this intent data has grown, many senior marketers still talk about intent signals as if they are all the same. They are not. All forms of intent data are useful...

Zuant Releases Bot-Enabled Data Regulation Compliance Solution

Zuant Releases Bot-Enabled Data Regulation Compliance Solution

February 25, 2019  - avatar Elise Schoening

Zuant Vault is a cloud-based data management solution designed to control both on- and offline mobile data to help B2B companies comply with stringent regulations, such as GDPR. 

GDPR Aftershocks Show Big Impact On Contact Databases, Leading Marketers To Focus On Content Syndication, Inbound Strategies

GDPR Aftershocks Show Big Impact On Contact Databases, Leading Marketers To Focus On Content Syndication, Inbound Strate…

December 5, 2018  - avatar Brian Anderson

The initial focus around the May 2018 GDPR deadline for most B2B organizations was what steps they need to take to be compliant. Now almost six months after the deadline many brands are seeing and feeling the effects on their database, with some seeing their usable contact lists dropping by more than 50% after double opt-ins and other compliance steps...

Podcast: GDPR Leaders & Laggards: New CMO Council Research Highlights GDPR Impacts, Implications On B2B Businesses

Podcast: GDPR Leaders & Laggards: New CMO Council Research Highlights GDPR Impacts, Implications On B2B Businesses

October 16, 2018  - avatar Brian Anderson

Although GDPR went into effect last May, 16% of companies still don’t have a plan for GDPR compliance and 11% don’t know if they have a plan, according to new research from the CMO Council. In a conversation with Liz Miller, SVP of Marketing at the CMO Council, she digs into the data to uncover the main misconceptions that are...

Data Lakes Are Not Evil — They Just Need To Be Properly Utilized

Data Lakes Are Not Evil — They Just Need To Be Properly Utilized

October 15, 2018  - avatar Michael Hiskey, Semarchy

Imagine a place where all business data could be stored in its source form, waiting to be analyzed on call. That place is the data lake, and when properly utilized, it can be one of a business’ most valuable assets, saving money and increasing ROI. So, it’s been surprising to see data lakes labeled “evil.” The anxiety about data lakes turning...

PFL Looks To Expand Capabilities, Global Footprint With New Capital Expenditures

PFL Looks To Expand Capabilities, Global Footprint With New Capital Expenditures

September 28, 2018  - avatar Brian Anderson

PFL, a tactile marketing automation company, announced new capital expenditures that the company states will help further expand its capabilities for current and future clients. The four key investment initiatives intend to accelerate client acquisition and delivered value by investing in increased capacity on the production side that supports bigger campaigns, added personalization and more, according to the company. 

Openprise Releases Data Orchestration Platform Integration With Microsoft Dynamics 365

Openprise Releases Data Orchestration Platform Integration With Microsoft Dynamics 365

September 12, 2018  - avatar Elise Schoening

Openprise, a data orchestration platform, announced a new integration with Microsoft Dynamics 365 that aims to help marketing and sales teams cleanse data, increase productivity and grow revenue.

Dynamic Consultants Group Launches Microsoft Dynamics 365 Solution For GDPR Compliance

Dynamic Consultants Group Launches Microsoft Dynamics 365 Solution For GDPR Compliance

August 27, 2018  - avatar Elise Schoening

Dynamic Consultants Group, a CRM and ERP consulting provider, released GDPRoactive, a new solution for Microsoft Dynamics 365 that is designed to comply with the General Data Protection Regulation (GDPR).

New Research: 80% Of Marketers Concerned Data Vendors Are Not GDPR Compliant

New Research: 80% Of Marketers Concerned Data Vendors Are Not GDPR Compliant

July 31, 2018  - avatar Elise Schoening

Eighty percent of marketers are concerned that their marketing technology vendors are not fully GDPR complaint and may expose their company to legal risks, according to new research from Demandbase and Demand Metric.

Why GDPR Will Force Marketers To Be Better At Their Jobs

Why GDPR Will Force Marketers To Be Better At Their Jobs

June 15, 2018  - avatar Jordan Teicher, Editor-in-Chief, Contently

I received 41 emails about the General Data Protection Regulation (GDPR) in May. For some, 41 may sound modest. Every brand, publisher and tech company has to send these notifications explaining their new privacy policies. As we’ve seen over the last few weeks, these emails are painfully bland. Most people I’ve spoken to weren’t reading them. But they’re also incredibly...

WorkForce Software Sees 70% Sales Lift By Automating Marketing Interactions

Reaching prospects with widely varied business titles required WorkForce Software to qualify leads in a mass quantity, while still offering a personalized touch to prospects entering the marketing queue through its Web site.  Because similar job functions have different titles depending on the industry, WorkForce Software was tasked with automating their interactions without sending out mass messages.

A leading manufacturer of complex workforce policy and compliance management solutions, WorkForce Software specializes in automating interactions between an employer and its workforce results to lower payroll processing costs and increased productivity and employee satisfaction.  “It’s the same software, but [prospects and customers] are looking at it in a different way and [our marketing efforts] have to be able to accommodate that,” says Bob Gallagher, VP of Marketing of the Livonia, MI-based company. “I want to be able to quickly segment them and know who I’m talking to so that I don’t go into my payroll manager speak when I’m talking to an executive. I have a lot of conversations going on.”

“After reviewing our lead-generation process, we saw a huge gap in our knowledge about the readiness of prospects in terms of budget, buying intention, business challenges and timeline,” says Gallagher. “Due to the nature of our products and the vastly different buyers we do business with, it was critical to get these prospects engaged with our marketing programs on a mass-quantity level and start collecting the information needed to efficiently uncover a growing number of well-defined opportunities. We made the decision to look at marketing automation platforms to help achieve this goal.”

Automating Interaction
To address these inefficiencies, WorkForce Software selected Silverpop Engage B2B (formerly Vtrenz) in April 2008 and implemented the solution in June. Gallagher said the solution enabled the team at Workforce to create conversation scenarios with prospects ahead of time, and develop the proper touch points—but each one of those communications goes out as if it’s from a sales rep .The interactions are personalized to look like individual efforts but can be sent to large prospect lists. Prospects can then communicate with a single representative from Workforce, which is helping the company streamline its outreach operations, as there are only 12 outbound reps on the team.  

Responses to prospects are immediately sent to individual sales reps, who can review interaction with the particular prospect through the system, which makes follow up easier. WorkForce Software requires all its prospects to sign up for a WorkForce account in order to download premium content or participate in its marketing programs, such as a Webinar. “Using the Engage B2B Survey module, WorkForce Software asks prospects several qualifying questions at sign-up, such as type of system currently being used and size of organization, as well as follow up questions over time as additional premium content (i.e. white papers) is requested, thereby collecting important qualification information about its leads. The fields and information are readily available to the sales team via Salesforce.com,” Gallagher said.

The marketing team developed a lead-scoring method within Engage B2B based on prospect responses to the survey questions. Leads with higher scores, determined by amount and quality of prospect participation, are routed to sales via Salesforce.com, while those with lower scores are put into an automated lead-nurturing program in which additional survey information is collected.

Gallagher says lead nurturing campaigns are set up in both three and six month increments, with distinguished criteria on what the nurturing should look like for various prospects, including educational materials, press releases, etc., to keep Workforce top of mind.

“Best Ever” Year
Gallagher says Workforce Software has had its “best ever” year as the company saw a 70% increase in year-over-year sales. “Our marketing efforts are focused on efficiently uncovering a growing number of well-defined opportunities,” he says. “We are seeing improved productivity and dramatic year over year increase in opportunities using Engage B2B. Within 60 days, Gallagher says Workforce Software was able to completely reengineer its lead qualification process using Engage Bt2B so that incoming leads provide valuable, self reported information that is ultimately  turned into more sales opportunities.  

Through a combination of email campaigns, and an increased investment in pay-per-click advertising, Workforce Software experienced a four times increase in the number of “Contact Us” and “Demonstration Request” leads coming in through website.  In addition, Workforce Software’s ability to close these prospects has doubled. “Normally this type of increase would have overwhelmed sales,” Gallagher says. “However, now that we have put structure around how to identify quality leads, we can segment those leads by the information gathered during the lead-qualification process. Sales only acts on qualified leads sent to them via the Salesforce.com integration, which is saving both time and valuable resources.”