Industry Insights

Drift CEO Discusses Conversational Marketing, New Marketo Integrations & Ongoing Consumerization Of B2B

B2B business has a bad reputation for continuing to push traditional, lengthy, inhuman sales cycles on its prospective buyers. However, a variety of vendors and practitioners in the space are making the push to turn the B2B buying process into a conversational, personal experience. At this year’s Adobe Summit, in…

April 17, 2019
Written by Brian Anderson

Chatbots 2.0: Marketers Leveraging Automated Conversations Throughout The Buyer’s Journey, Tying In ABM

Chatbots have become more commonplace in B2B, as buyers expect more conversational engagement with brands. In fact, it can feel rare nowadays to visit a webpage and not be immediately greeted by a chatbot, and industry research shows 15% of buyers have used chatbots to communicate with a business in…

April 17, 2019
Written by Elise Schoening

LeanData OpsStars Event Brings Revenue Ops To Forefront, Highlights Steps To Success

The buzz around aligning sales and marketing teams continues to grow in B2B, with 59% of demand gen marketers saying it is their top priority for 2019. To combat this challenge, savvy B2B businesses are turning to revenue operations as a way to align internal organizations and prime their companies…

April 11, 2019
Written by Elise Schoening

ABM Teams Taking Deeper, Data-Driven Approach To Account Targeting, Departmental Alignment

An effective account-based marketing strategy requires targeting and engaging the right accounts. However, identifying these accounts has been a challenge for many organizations. Demand Gen Report’s 2018 Account-Based Marketing Benchmark Survey revealed that 28% of practitioners struggle with identifying/predicting accounts that are in market and ready to purchase, while 31%…

April 10, 2019
Written by Klaudia Tirico

Adobe Summit 2019: Blurring B2B, B2C Lines In Tech Better Positions Marketers To Offer Epic, Frictionless Experiences

For years, B2B marketing has discussed the “consumerization” of the B2B buyer. However, technology specifically has continued to remain siloed as B2B or B2C point solutions. Adobe has shown that it is positioning itself as the cross-practice cloud ecosystem, especially with the acquisitions of Marketo and Magento, to drive digital…

April 1, 2019
Written by Brian Anderson

Oracle Exec Discusses Marketing Cloud Updates, DataFox Acquisition & Blurring The Line Between B2B & B2C

During its Modern Customer Experience conference, Oracle unveiled new features for its Marketing Cloud. The updates to Oracle Eloqua, Responsys, Infinity and Maxymiser aim to eliminate data silos and provide real-time insights into behavioral data. Shashi Seth, SVP of Oracle Marketing Cloud, shared details on the updates and more in…

March 27, 2019
Written by Brian Anderson

ABM Innovation Summit Showcases Advances In Program Applications & Campaign Analytics

In yet another sign of the explosive growth of the ABM category, more than 1,000 attendees turned out at Pier 27 in San Francisco for the 6th Annual ABM Innovation Summit, hosted by Demandbase.

March 15, 2019
Written by Andrew Gaffney