While account-based marketing (ABM) has proven to deliver higher ROI than other types of marketing, if you use ABM by itself, you’re missing out on potential revenues. That’s because marketers also need inbound demand gen tactics to supplement and support ABM. In fact, 90% of the market is running either demand generation, or a mix of both demand gen and account-based marketing (ABM).
Annuitas, a leading B2B demand generation firm, announced the hiring of Lauren Goldstein as the company’s Chief Revenue Officer. In the new role, Goldstein will be tasked with leading efforts in expanding customer relationships, developing new partnerships and enhancing the company’s marketing efforts.
Despite the known potential of thought leadership content in B2B campaigns, many decision-makers are disappointed with the quality of available thought leadership insights, according to new research from Edelman, the global marketing firm, and LinkedIn. More than half (56%) of respondents agreed that they do not gain valuable insights from the thought leadership content they consume.
Bonfire Marketing, a digital marketing agency, announced it acquired Response Capture, a B2B demand generation agency and marketing automation consulting company. Terms of the deal were not disclosed.
The company said Response Capture’s offerings complement Bonfire’s, and the acquisition will provide clients with enhanced services in content development, SEO, SEM, design, copywriting and social media.
An emphasis on measurement is hardly a new trend in marketing. The explosion of web analytics, followed by the rapid adoption of marketing automation, made reporting and analytics a core part of the day-to-day lives of B2B marketers.
Fact: people don’t like online forms (gasp!). It’s not hard to see why: Online forms require extra work (and time) and typically stand in the way of a customer getting what he or she really wants — like a piece of content or access to software.