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Marketing Analytics

B2B marketers have become more data-driven as they strive to track marketing’s performance. This section highlights tools, functionality and solutions for gathering intelligence about the buyer’s journey and applying that knowledge to marketing campaigns.

True Influence Unveils InsightBase 4.0 To Monitor Intent Of Buying Groups

True Influence, an intent monitoring and demand generation solutions provider, launched InsightBase 4.0 at the SiriusDecisions Summit 2019 in Austin, Texas this week. The enhanced solution is designed to help marketers define buying groups or demand units by customer persona. It is positioned to then automatically identify individuals who match…

Time To Hit Reset On B2B Campaign Creation To Focus On Business Outcomes Over Sign Ups

There was a time in the not-too-distant past when the goal of B2B campaigns was simply and almost universally to get prospects to raise their hand. The marketing team would be developing some compelling offer of a webinar, white paper or E-book, decide who to target, determine what the call-to-action (CTA) would be as a conversion point (sound familiar?), and then build an inbound/outbound campaign to that CTA.
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