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Demand Generation

Demand generation encompasses the process of identifying, approaching and engaging prospects. This section highlights how B2B companies are leveraging inbound and outbound marketing tools and strategies to accelerate the buying cycle.

Brightcove Appoints New CMO, Consolidates Marketing Units

Brightcove, an online video hosting platform, appointed Sara Larsen as the company’s new CMO. She will replace former CMO Neil Lieberman and will oversee the media business unit and digital marketing unit, which is now combined into a single marketing organization.

The One Thing You Need To Double Your Funnel

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).
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