Industry Insights

Square 2 Marketing Acquires BlueBird Strategies, Boosts Automation, Demand Gen Offerings

Square 2 Marketing, an inbound marketing agency, has acquired enterprise-level demand generation agency BlueBird Strategies for an undisclosed amount, according to a blog post published by the company.

September 8, 2016
Written by Olivia LaBarre

Measuring Marketing Performance To Enhance Future Campaigns

When it comes to measuring marketing performance, multiple layers come into play. Some actions are deemed easy to measure, such as click-through rates on email campaigns or the number of followers on social media, but these metrics don’t dive into the impact marketing activities have on a business’ bottom line.…

September 7, 2016
Written by Klaudia Tirico

Pattabhiram (left) will replace Dholakia (right) as CMO

Marketo Promotes Group VP Of Marketing Pattabhiram Upon CMO Departure

Marketo announced that its CMO, Sanjay Dholakia, has left the company. The company also said that Chandar Pattabhiram, the company’s Group VP of Marketing, will replace Dholakia as SVP and CMO. Pattabhiram will report to CEO Phil Fernandez and sit on Marketo’s executive staff.

August 23, 2016
Written by Brian Anderson

Customer Advocacy Is The New Competitive Difference In B2B Marketing

As the buying journey continues to become more buyer-centric, progressive B2B organizations such as Citrix, Blackbaud and Code42 are finding value in using customer advocacy programs to create brand authenticity through the help of content, referrals and social validation.

August 16, 2016
Written by Brian Anderson

Study: ABM Benchmark Insights Highlight 5 Reasons To Kick Off An ABM Program

Account-based marketing (ABM) is becoming the hottest thing in B2B marketing since automation — and for good reason. New benchmark insights from BrightFunnel, an attribution and forecasting solution for B2B marketers, reveal that companies taking a more targeted approach in their marketing efforts perform better.

August 12, 2016
Written by Klaudia Tirico

Building A Successful Marketing Stack In A Sea Of Shiny New Toys

When it comes to the B2B marketing stack, we know one thing for sure: The list of technology vendors to choose from is growing at a rapid rate. In fact, Scott Brinker, Editor of chiefmartech.com, said that list grew to approximately 3,500 companies in 2016, compared to 1,876 in 2015.

August 10, 2016
Written by Klaudia Tirico

Dentsu Aegis To Acquire Merkle

Dentsu Aegis Network, a London-based agency network, announced it has agreed to acquire a majority stake in Merkle, a data-driven marketing agency. The deal is valued at $1.5 billion, according to reports.

August 8, 2016
Written by Brian Anderson