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Marketing Trends: Rise of the B2B Consumer

When it comes to the business-to-business (B2B) world, marketers are rarely faced with the same fast-paced change that they have come to expect when dealing with consumers. Traditionally speaking, B2B commerce has always relied on a much longer customer journey than its B2C counterpart. Whether incorporating a new business partner, investing in a new technology or finalizing a commercial deal, B2B decision makers will rarely make a purchase on a whim. For this group, the age-old marketing tactics of Product, Place,…

TechBytes with Sean Zinsmeister, VP of Product Marketing, Infer

Sean Zinsmeister VP of Product Marketing, Infer Modern marketers rely heavily on predictive intelligence and AI in building a true, single-source definition of customer experience based on data and analytics. The biggest question in a competitive AI landscape is how human factors would influence the industry. To get a clear picture on everything-AI and intelligent sales platforms, we spoke to Sean Zinsmeister, VP of Product Marketing at Infer.MTS: Tell us about your role at Infer and how you got here? Sean …

Bluewolf’s The State of Salesforce Report Reveals 77 Percent of Companies Using AI Expect to Increase Investment Over Next 12 Months

Annual Report Finds Early Adopter Confidence In Ai Drives Superior Customer Experiences And Business Impact Global consulting agency Bluewolf, an IBM Company, has released its sixth-annual The State of Salesforce report that uncovers insights and emerging trends from Sales, Service, Marketing and IT professionals who use Salesforce, the world's #1 CRM platform. Based on insights from more than 1,800 Salesforce customers worldwide, the report found that companies are encouraged by the results of early artificial…

TechBytes with Dr. Mark Grether, CEO, Sizmek

Dr. Mark Grether CEO, Sizmek Dmexco 2017 witnessed a confluence of digital professionals, marketing leaders, and data science experts from all over the world. The message at the event was clear:  Explore new opportunities within the realm of advertising and focus on transparency independently. Following Sizmeks’ recent acquisition of Rocket Fuel, the programmatic landscape now boasts of a formidable force that delivers a unified integrated, full-funnel solution for agencies and their brands. Sizmek customers can now…

Interview with Chaitanya Chandrasekar, Co-Founder and CEO at QuanticMind

"Customer experience has become mission-critical in marketing. The advertisers that succeed will be the ones that deliver the right message to the right customers over the right channel at the right time." On Marketing Technology MTS: Tell us about your role and how you got here. What inspired you to start an AdTech innovation company? I’ve been obsessed with data and the insights they provide for as long as I can remember. In particular, I love the the immediate gratification of being able to drive results &…

How to Use Twitter to Find Sales Prospects and Generate New Leads for B2B Companies

By truly harnessing the power of Twitter and other social networks, B2B companies can identify new sales prospects, nurture them through direct communication, and convert them into qualified leads that have a higher chance of becoming customers. But, how can you turn Twitter followers into leads? In this article, I’ll discuss how B2B companies can use an approach of proactive social outreach to transform Twitter into a reliable source of quality leads. Demand Generation and Social Prospecting Before delving into lead…

TechBytes with Wulfric Light-Wilkinson, CCO, Quill

Wulfric Light-Wilkinson CCO Quill Quill is a leader in Primary Content production, who with their latest round of investment have raised a total of £10 million. We covered how the investment will fuel development of its proprietary cloud technology platform and further expand its network of freelance content creators and to continue to roll out the Quill Quality Score, an industry standard benchmark for the ecommerce content quality. We caught up with Quill’s CCO, Wulfric Light-Wilkinson, to get his point of view on…

Interview with Caroline Klatt, Co-Founder, Headliner

"When you know exactly what customers want, you can market it to them. In chat, the customer is telling us exactly what they need, so we can translate that back in actionable, shoppable content." On Marketing Technology MTS: Tell us about your role and how you got here. What inspired you to be a part of an app personalization firm? I am the Founder and CEO of Headliner Labs, which develops chatbot and mobile messaging technology for leading brands and organizations in retail. I spent years working in retail – as a…

Interview with Deborah Holstein, CMO, EverString

"B2B sales and marketing teams don’t “need” more data. Rather, we need actionable insights, integrated into our existing workflow." On Marketing Technology MTS: Tell us about your role and how you got here? What inspired you to join a technology innovation company? I am the CMO at EverString. Our SaaS platform is purpose built for growth-oriented B2B organizations looking to accelerate sales velocity with AI. Our intuitive user interface lets everyone on the team, marketing managers, SDRs and AEs, level up their game…

Interview with Elle Woulfe, VP of Marketing at LookBookHQ

"AI is like any other innovation; it’s not a panacea for poor or neglected processes, nor it is a solution for everything." On Marketing Technology MTS: Tell us about your role and how you got here? (What inspired you to be a part of a content management company?) I’m the VP of Marketing at LookBookHQ and my background is in demand generation. In my heart, I’m a big marketing nerd and I really love working in marketing tech because it allows me to stay really close to the problems we’re solving for our customers first…

Best Practices For Data-Related Insights When Building Smart Email Marketing Programs

According to a Radicati Group study from January 2017, there will be more than 3.7 billion email users worldwide by the end of the year. No other marketing channel comes close to the reach of email. Email also continuously outperforms other marketing channels, like social media or paid search. At the same time it remains the second most difficult marketing platform to execute. Image Source: kissmetric.com Email marketing is widely adopted but difficult to execute Delivering the astounding 30:1 ROI that email is reported…

Want to Boost Revenue? Start by Aligning Marketing and Sales

It’s common knowledge that marketing and sales need to speak the same language and work together to make the most of revenue opportunities. But knowing and doing are two different things, and syncing up can seem complex. Here’s a simple way to coordinate efforts to drive growth. You know the story well: Marketing and sales teams must align for a slew of reasons. Collaboration is essential for enabling everything from streamlined processes to lead management to personalized content for marketing and outreach. However,…

Interview with Jamie Gutfreund, Global CMO, Wunderman

"We need to remember that just because we can doesn’t mean we should. Sometimes we get so caught up in data that we forget that we are talking to people." On Marketing Technology MTS: Tell us about your role and how you got here? (What inspired you to join a technology innovation company?) I have a background in innovation and technology, so my role at Wunderman is to help build and share our story - to help our clients and our talent better understand our broad range of strategic capabilities and make that story…

Instapage Launches Advertising Attribution Solution

Marketers Can Track Cost-Per-Visitor And Cost-Per-Lead For Their Paid And Organic Traffic, Using The Latest Instapage Solution Instapage, the only landing page platform for paid advertising, has announced its Advertising Attribution Solution for teams that invest in paid marketing platforms like Google AdWords. Recommended Read: Interview with Tyson Quick, Founder & CEO - Instapage This first-of-its-kind offering delivers unparalleled insights into Google AdWords attribution across the entire marketing and sales…

Interview with Daniel Meehan, Founder & CEO, PadSquad

"The CMO challenge for media buying is telling a brand story in a mobile first and fragmented world, and building differentiation for their products that leaves a positive effect on consumers." On Marketing Technology MTS: Tell us about your role and how you got here? What inspired you to start PadSquad? When the iPad launched in 2010, my first thought was that it would change content consumption forever.  That was the initial inspiration for PadSquad. A powerful device, with amazing graphics, that you can interact…

Interview with Michelle Huff, CMO at Act-On Software

"I don’t believe AI will replace marketers, but these new tools and systems powered by machine learning will become more of a “co-pilot” to help us make better decisions and do some of the heavy lifting so that we can be more creative and strategic." On Marketing Technology MTS: Tell us about your role and how you got here? (What inspired you to be a part of a technology innovation company?) I’m currently the Chief Marketing Officer for Act-On Software. I started my career years ago in high tech at a small 30-person…

Terminus Account-Based Marketing Builds Momentum with 170% Revenue Growth

Terminus Is Ranked #1 Best Place To Work In Atlanta And Continues Best-In-Class Revenue Growth As Its Team Grows To More Than 115 "Terminators" Terminus scooped $10.3 million in a Series B funding round in May. The leader of the account-based marketing (ABM) movement which has transformed B2B marketing has now announced that it has achieved best-in-class growth for an early stage software-as-a-service (SaaS) company. Terminus has seen 170% growth in the past 12 months and continues to solidify its position as the leader…

Interview with Adam Singolda, Founder & CEO, Taboola

"I believe we’re the last generation that will be looking for things, and the next generation will expect things to be recommended to them." On Marketing Technology MTS: Tell us about your role and how you got here? (What inspired you to start a technology innovation company?) Taboola is the first job I’ve ever had. I spent nearly seven years in the Israeli army and was living with my parents before I was discharged. As I was trying to relax, I couldn’t find anything to watch on TV one day and thought, “I should not be…

Three Steps Toward a People-Based Marketing Strategy

People-based marketing has continued its meteoric rise since the concept debuted at Advertising Week almost three years ago. In fact, a recent study commissioned by LiveRamp found it “has become a strategic imperative for virtually every brand,” with 92 percent of marketers saying that the inclusion of people-based tactics in digital marketing is “vitally important.” Defined as the ability to target real people across channels and devices using a persistent identity, a people-based approach enables marketers to deliver…

TechBytes with Max Leletskyi, Head of Media Acquisition at GDM Group

Max Leletsky Head of Media Acquisition at GDM Group New marketing technologies, largely driven by data analytics and mobile experiences, are gradually replacing traditional engagements. New-age mobile experience offers greater revenue by enabling publishers to monetize their inventory. Affiliate marketing, however, continues to run smoothly and remains aligned to legacy systems. We spoke to Max Leletskyi, Head of Media Acquisition at GDM Group, to understand how data-driven solutions for global advertising would drive…