Industry Insights

Events Aren’t Just for Practitioners — We Need Executives Too

The seventh annual B2B Marketing Exchange (B2BMX) in Scottsdale, Ariz. is underway. This event is one of my favorites of the year for many reasons. But this year I expect it to exceed expectations because of the expanded CMO Exchange session. Too often, events are focused on training the practitioners, and they tend to leave out the executives in the programming. This is a major oversight.

February 21, 2018
Published in Blog
Written by Erika Goldwater, Contributing Writer

Content Still Missing The Mark With Buyers & Sellers: SiriusDecisions Analysts To Share Strategies To Avoid Content Disconnects At #B2BMX

Despite substantial investments in expanding their content library to engage buyers, research from SiriusDecisions shows messaging is still missing the mark with audiences and internal sales teams. The challenges around creating audience-centric content and getting sales teams to successfully utilize that content will be addressed in two of sessions during…

February 14, 2018
Written by Brian Anderson

SAP America Acquires CallidusCloud For $2.4 Billion

SAP America, Inc. has entered into an agreement to acquire sales performance management and CPQ solution provider CallidusCloud for approximately $2.4 billion.

January 30, 2018
Written by Klaudia Tirico

Life Beyond The Lead: Keynote Sessions At B2B Marketing Exchange Address Realities Of Buying Groups, New Campaign Models

The fundamental shift from capturing individual leads to engaging buying within target accounts is a multidimensional change many B2B marketers are struggling with as they look to adapt their approach strategies, processes and tools.

January 24, 2018
Written by Brian Anderson

Terminus CEO Shares Details On BrightFunnel Acquisition, Plans For Growth Of ABM Platform

Terminus recently acquired BrightFunnel, a marketing attribution and forecasting solution, highlighting an ongoing trend of converging technologies to help B2B marketers better execute and measure the impact of their ABM and inbound initiatives.

January 17, 2018
Written by Brian Anderson

Must-Have Tools & Tactics: B2B Marketers Share The Solutions & Strategies They Are Prioritizing For 2018

Resolutions are one thing, but planning out and developing real-world marketing strategies for a New Year are different ball games. So, what are the top tools and tactics for today’s B2B marketers?

January 10, 2018
Written by Klaudia Tirico

New Budget Reality: B2B Marketers Look At Alignment Of Strategy And Spend In 2018

2018 may introduce a climate of receding marketing budgets, according to the most recent Gartner 2017-2018 CMO Spend Survey. The survey shows that marketing budget levels, which are typically allocated a year in advance, declined for 2017-2018, reversing three consecutive years of increasing budgets. Some experts say that this decline…

January 3, 2018
Written by Jerry Rackley, Contributing Writer