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Demand Generation

The ABM Revolution Taps Value over Volume for Business Growth

It’s 2020 and times have changed, but you might not know that by looking at still-current and commonplace B2B Marketing methods. And yet, in a world of exciting customer experiences with B2C brands, buyers’ expectations across the board are higher than ever - and that means all buyers. B2C consumers experience highly personalized buying journeys that are both efficient and easy - ultimately elevating the expectations for a B2B buying journey, too. To combat the demand gen flywheel that Legacy Marketing has long upheld,…

Brightcove Launches New Demand Generation Application, Brightcove Campaign

Brightcove Campaign offers engaging, video-driven marketing with insightful analytics to measure performance across industry benchmarks Brightcove Inc., the leading provider of cloud services for video, announced Brightcove Campaign, a purpose-built application that enables marketers to easily create video-driven marketing campaigns that yield insightful data with the ability to compare video performance to a variety of industry benchmarks. Marketers can now generate, maintain, and optimize campaigns, and boost overall…

What MarTech Leaders Think about ABM in the Age of AI

ABM remains the most-defiant of technologies for B2B marketing and Demand Gen professionals. B2B customers are growing matured and smarter with easy access to digital buying tools and product review platforms. They demand real-time contextual and highly-personalized engagement from their marketing and sales technology vendors. To keep up with the pace of disruptions in the tech industry, B2B sellers leverage AI and automation to deliver this personalization. Though Account-based Marketing has covered a long and bumpy…

How MarTech Leaders Unlock CRM Success in 2020 and Beyond

FACT: Internal organizational psychology related to tech implementations differ dramatically! MarTech leaders responsible for their organization's sales and marketing tech stack can expect smooth sailing if the new system is linked to Marketing Automation. You will meet with little internal resistance when introducing an advanced web meeting system or social media platform. But, woe betides if you’re unveiling a new or updated CRM system. That one is the poison chalice because of its impact on every facet of your…

Podcasting: The Heartbeat of Your Marketing Strategy

Marketers have no shortage of responsibilities generating demand, nurturing leads, developing brand messaging, creating content, maintaining customer relationships, executing a go-to-market strategy, measuring impact and...should I go on? It’s safe to say there are a lot of pieces to the Marketing puzzle, and it’s simply impossible to do it all. But what if you could use just one piece of creative content to accomplish all of your key objectives throughout the entire Marketing funnel? Today, more brands are taking a…

2 In 3 Companies Plan To Expand Creative Teams In First Half Of 2020, Survey Finds

Web and mobile development remains top area for hiring, according to The Creative Group research The job market awaiting creative and marketing professionals in the new year is a good one, research from staffing firm The Creative Group suggests. According to the latest State of Creative Hiring data, 67% of advertising and marketing managers anticipate expanding their team in the first half of 2020. In addition, 69% of employers plan to increase the number of freelancers they use, a 7-point jump from six months ago.…

How Do You Solve a Problem like EMEA Demand Generation?

Delivering effective demand generation for the EMEA market is far from easy. With 24 languages spoken across the EU alone, translation services are useful, but they can only take you so far. You also need to consider cultural nuances and permitted variations to data and marketing regulations such as GDPR. And for B2B Marketing to be truly effective, you need to prioritize contacts that are in-market for your offering. Unless your team has the skills and capabilities to meet these requirements, you risk a lackluster EMEA…

Account-Based Marketing: Flipping the Funnel to Fuel Success

Going beyond the hype to learn how account-centric Marketing can increase revenue, boost ROI, enhance Sales productivity, and better align Marketing and Sales efforts There’s an approach to Marketing that’s turning the B2B world upside down. Account-based marketing (ABM) is a strategy that’s helping B2B companies boost revenue with a more targeted, Omnichannel approach. ABM concentrates Sales and Marketing resources on a clearly defined set of accounts and personalizes campaigns to help ensure messaging resonates with…

All Together Now: The Seven Keys to Marketing Automation Success

Before considering Marketing Automation, let’s first talk about your customers and how well you know them. Do you know why and how they became customers in the first place? What other competitors did they consider when starting their research process? When was the last time you spoke with them? Sounds like how you might treat friends, right? In today’s world where everything you need is just a click away, customers value relationships over transactions and if you don’t treat customers as they expect, they will leave you…

MarTech Interview with Donna Parent, CMO at EZShield +IdentityForce

"We’re seeking new technologies, strategic partnerships, and innovative strategies that will continue to help us grow and deliver increased results." Tell us about your role and how you got here. What made you join IdentityForce and now EZShield + IdentityForce? I fell in love with Marketing shortly after joining a small high-tech start-up as an Event Manager. Each position thereafter provided me with various opportunities to get engaged with PR, Product Marketing, Demand Generation, Content Marketing, and Marketecture –…

If You Are a B2B Professional, Don’t Miss out on Webinars!

According to BrightTALK, Webinars Emerge As Top Learning Format For B2B Professionals If you are Content Marketer or a Demand Gen Professional, you should know that B2B Webinars are best for your learning. BrightTALK has announced the findings of a large-scale benchmark report of how professionals engage with online videos and webinars. The report analyzes the viewing patterns and preferences of 8 million professionals across IT, finance, HR, sales, and marketing functions. This year's survey sought not only to establish…

Demand Gen Demands Data Visualization, Interactivity, and Storytelling

If I told you marketing departments were projected to spend loads of money in 2019, you wouldn’t be surprised. It’s true: Spending is what marketing departments do; it’s what marketing departments have always done. But this year, the allocation looks a lot different than what most of us are used to — and for humble demand gen professionals like me, it’s a very exciting time. According to the 2019 Demand Generation Benchmark Survey Report, marketing spend is going to shift to demand gen initiatives in a big way. Close to…

True Influence Launches Displaybase, a Comprehensive Digital Media Advertising Solution That Allows Omni-Channel Planning, Execution and…

DisplayBase Uses Proprietary Technology to Combine Powerful Targeting and Optimization Features to Ensure the Highest Value from Display Campaigns True Influence, the technology leader of intent-based marketing and demand generation solutions, announced DisplayBase, a unified cross-channel B2B media management solution that allows users to manage and optimize their display program. DisplayBase combines True Influence's B2B marketing expertise and dedication to customer value with advanced targeting, retargeting and…

eTrigue Launches Turn-key Marketing as a Service

eTrigue Helps Organizations Quickly Scale Marketing Efforts with On-Demand Creative, Content Development and Automation eTrigue Corporation, the ease-of-use leader in cloud-based marketing automation, announced new Marketing-as-a-Service offerings filling the gap for content, creative and campaign development helping organizations to rapidly generate more qualified leads and accelerate their growth. The eTrigue service offerings complement its award-winning DemandCenter marketing automation platform and are available to…

Fireside Chat with Bill Walker

Bill Walker talks about his role in The Unison Home Ownership Investors, and their sales and marketing approaches. Know My Team Tell us about your role at Unison Home Ownership Investors and how you got here. As the Chief Revenue Officer at Unison Home Ownership Investors, I am responsible for cultivating and building out new and existing marketing channels and supporting the onboarding and servicing of new clients. Prior to joining Unison, I was Vice President of Customer Experience at Prosper Marketplace where I…

Is A/B Testing Dead?

At the Marketo Marketing Nation Summit this year, our slogan was ‘A/B Testing is Dead,” and it drew a lot of reactions from show attendees. You can imagine why – many of the event attendees spend hours if not days per week on A/B testing different elements of their emails, landing pages, and digital ads. But as we explained to our booth visitors and others who noticed the slogan, when it comes to generating the best business results from your marketing efforts, A/B testing is being supplanted by multivariate testing. The…

TechTarget Revolutionizes ABM and Sales Productivity with Latest Release of Priority Engine Purchase Intent Platform

Leading Platform Enhancements from TechTarget Align Sales and Marketing Around Active Demand and Expand Access to Full Enterprise Technology Account Buying Teams to Increase Conversion and Revenue TechTarget, a global leader in B2B technology purchase intent data and services, has announced new updates to its IT Deal Alert Priority EngineTM platform. The new platform features vastly improved ABM performance, increase sales productivity and maximize demand generation success for enterprise B2B technology organizations. A…

Core Organizational Ingredients of the Ever-Expanding Marketing Operations Function

While I am not an organizational change expert, I do have a front row view into how companies organize various functions including marketing operations (MO). This group has literally exploded onto the marketing scene in the last two years, and rightly so. Before then, marketing struggled to transform into a revenue machine because of applying right-brained thinking to a left-brained problem. In response, marketing operations have become a reality. I’ve watched the rise and metamorphosis of this burgeoning function and…

Interview with Nicolette Cieslak, Director, Demand Generation, Showpad

"As the marketing funnel evolves, it has become increasingly important for them to focus their efforts on the bottom of the funnel and help sales bring the deal across the line."Tell us a little bit about your role at Showpad and the team you handle? I lead the demand generation team globally, which includes digital marketing, programs, marketing automation, field marketing and events. My team of 10 demand marketing all-stars is spread across Europe and the US. What draws you to the Revenue Summit 2018? As a demand…

Marketing Veteran Adrianna Burrows is the New CMO of Cornerstone OnDemand

Adrianna Burrows Is an Accomplished Executive with More Than 20 Years of Experience in Marketing, Branding, and Communications for Global, Multinational Technology Firms Cornerstone OnDemand, a global leader in cloud-based learning and human capital management software, today announced it has hired Adrianna Burrows as the company’s chief marketing officer (CMO), effective March 19, 2018. Adrianna Burrows will report directly to Cornerstone founder and CEO, Adam Miller. Read More: Relay Network Launches CX Builder At…