Industry Insights

Study: 82% Of B2B Marketers Lack Confidence In Their Demand Gen Campaigns

B2B marketers are tasked, and expected, to produce higher-quality leads en masse. But new research conducted by Demand Gen Report and sponsored by SnapApp shows that the majority (82%) of B2B marketers are only “somewhat confident” or “not very confident” in the effectiveness of their demand generation campaigns.

December 8, 2016
Written by Brian Anderson

B2B Marketers Use Web Personalization Strategies To Engage Buyers

B2B buyers expect relevant and contextual engagement from vendors, and progressive B2B organizations such as CenturyLink, Mendix and Auction.com are seeing success by providing personalized experiences on their websites by using a mix of technology, as well as a thorough understanding of their buyer’s journey.

December 7, 2016
Written by Brian Anderson

Madison Logic Acquired By Private Equity Firm Clarion Capital Partners

Clarion Capital Partners, a NY-based private equity firm, announced that it has acquired account-based marketing and data management platform Madison Logic. Terms of the deal were not disclosed, but a Fortune article tags the sale price at above $150 million since the company filed a Hart-Scott-Rodino notification. That filing is only…

December 1, 2016
Written by Brian Anderson

B2B Marketers Integrate Inbound And Outbound Channels For An “All-bound” Approach

Many marketers are combining inbound and outbound channels rather than relying heavily on one or the other for an approach that some have dubbed “all-bound marketing” to generate better business results.

November 30, 2016
Written by Klaudia Tirico

Maps, Measurement & Game Plans Spotlight 2016 Strategy & Planning Series

Planning, measurement, ABM and content mapping were just the tip of the iceberg for the topics covered at this year’s Strategy & Planning Series. Industry thought leaders from companies such as HootSuite, MongoDB and more shared their expertise on the plethora of topics that are having a big impact on…

November 23, 2016
Written by the Demand Gen Report Editorial Team

Video Storytelling Humanizes B2B Content

B2B content today does not engage buyers or deliver value. That was the bold assertion made by Laura Ramos, VP and Principal Analyst at Forrester Research, in her keynote remarks at Vidyard’s Viewtopia conference in San Francisco in November.

November 16, 2016
Written by Carol Krol

B2B Companies Successfully Target Small Businesses Through Content And Education

No matter what industry they’re in, B2B small business owners have a few things in common: limited time and resources, relatively small budgets and a desire to self-educate on the fly. When it comes to marketing to small businesses, it’s important for companies to understand these pain points to help…

November 2, 2016
Written by Klaudia Tirico