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2016 State Of Marketing Automation Outlook Guide

The thought leaders we queried for Demand Gen Report’s 2016 State Of Marketing Automation Outlook Guide pointed to a number of new themes they expect to emerge in 2016, including the increased importance of orchestrating a content experience across multiple channels. As B2B buyers are widening their net when doing research — often turning to peer review sites and social…

Automation And Predictive Analytics Fuel Lead Scoring Success

B2B marketers are looking to balance the scoring algorithms found in many marketing automation platforms with new tools such as predictive analytics to maximize the overall effectiveness of their lead scoring efforts. The goal is to position B2B marketers to provide their sales team with more high-quality leads that have a greater propensity to convert.Lead quality is a priority for…

B2B Marketers Take A Full-Funnel Approach To Webinars

Webinars continue to be a hot lead generation tool. According to DGR’s 2015 Content Preferences Survey, webinars remain among the top three types of content that buyers use to research purchases, with 75% saying they have viewed a webinar in the past 12 months. Webinars are also one of the most productive content types when it comes to generating leads…

Predictive And Advanced Analytics Support Consistent Customer Experiences

Progressive B2B marketers are investing heavily in advanced analytics tools to offer consistent customer experiences throughout the buyer's journey. A recent study from Forrester Research shows that nearly half (45%) of B2B marketers are increasing spending on advanced analytics technologies compared with last year, and 36% are maintaining the same levels. Marketing analytics have the potential to make each part…

As ABM Moves To A “Must-Have” Tactic, Marketers Begin To Ramp Up Their Skills

Account-based marketing (ABM) is gaining serious traction as more than 90% of B2B organizations consider it a “must-have” tactic, according to SiriusDecisions’ 2015 State of Account-Based Marketing (ABM) Study. Wider adoption is anticipated; nearly two-thirds (60%)of marketers expect to invest in ABM technology in the next 12 months, the study revealed. While ABM requires a shift in mindset and dedicated…

2015 Lead Nurturing Benchmark Study: Aligning Nurture Programs To The Buyer’s Journey

Lead nurturing, an important piston in the demand generation engine, is growing in sophistication and moving beyond simple campaigns that blast the same email to the entire database. Marketers are seeking to improve their use of data to target their lead nurturing campaigns to prospects in various stages of the buying cycle and predict who will be more likely to…

The 2015 Data Hygiene & Enrichment Report: Why High-Quality Data Is Critical To Demand Gen Success

The constant influx of inaccurate, and incomplete data can prevent many marketers from taking full advantage of their database for demand generation strategies and tactics. Savvy companies, including RingCentral and Brooks Automation, are searching for new ways to keep their database as clean as possible to maximize their marketing initiatives, while also enriching their database with additional insights. Research from…