Demanding Views

Industry Expert Ardath Albee Shares Thoughts On Connecting The Dots For B2B Buyers With Engagement Hubs

Modern buyers demand modern buying experiences, and that means the opportunity to consume as much content as they want — when they want — all in one place. Considering this, many progressive B2B marketing teams are turning to engagement hubs that provide their audience with the information they need on…

May 30, 2019
Written by Brian Anderson

Attribution Meets Machine Learning: What You Need To Know

Three questions encompass everything a c-suite or board wants to know when it checks in with its marketing organization: How are we performing? How much is it costing us? Is it getting better or worse? Sounds simple, right? You might be shaking your head right now, having full knowledge of…

May 29, 2019
Written by Chris Nixon, CaliberMind

Intent Signals: Which Ones Are Truly Actionable?

Remember “predictive analytics” — now more commonly referred to in B2B marketing and sales circles as “intent?” Well, that space has matured, and today there are more than a handful of companies touting intent capabilities. But not all intent is actually intentional when it comes to real interest in your…

May 21, 2019
Written by Jeff Kostermans, LeadGenius

Measuring Marketing ROI: 3 Data Strategies To Maximize The Output Of Your Marketing Team

Marketers’ jobs have become remarkably complex in recent years. There are more technologies to choose from than ever before and millions of data points can be collected in an instant. Also, with fiscal accountability on the rise, there is immense pressure to show a quantifiable value for each marketing decision.…

May 10, 2019
Written by Sam Melnick, Allocadia

Data: The Key Differentiator In B2B Marketing

B2B buying cycles are getting longer and more complex. According to Demand Gen Report research, 58% of buyers said their decision process was longer in 2017 than in 2016, while only 10% said purchase time had decreased. Most buyers are conducting more detailed ROI analyses before making a purchase decision…

May 7, 2019
Written by Uday Nayar, Merkle

It’s Time To Stop Treating All Intent Data The Same

Buyer intent data is quickly becoming a must-have dataset for sorting likely-to-convert prospects from those who are less likely, and for influencing marketing budget decisions. Yet as the adoption of this intent data has grown, many senior marketers still talk about intent signals as if they are all the same.…

April 30, 2019
Written by Dale Durrett, Bombora

Why Machines Won't Replace B2B Marketers

Artificial intelligence (AI) and machine learning (ML) have long been on marketers’ radars, but it’s only recently that they’ve begun to show up in customer relationship management tools. AI and ML are often viewed with skepticism, but many B2B marketers will discover that these features can enhance their effectiveness in…