Industry Insights

Rise In Multi-Touch Attribution Fueled By ABM, Data Convergence

For many of today’s B2B marketers, success is no longer measured by generating leads at the top of the funnel. Increasingly, marketing execs are responsible for creating campaigns that lead directly to revenue — a shift being propelled by advances in multi-touch attribution technology.

June 15, 2016
Written by Audrey Goodson Kingo

Microsoft To Buy LinkedIn For $26.2 Billion

Microsoft announced a deal to acquire LinkedIn for $196 per share. The all-cash transaction is valued at $26.2 billion. The acquisition combines Microsoft’s professional cloud capabilities with LinkedIn’s extensive professional network to enable B2B sales teams to have more connected, intelligent and productive experiences, according to Microsoft.

June 13, 2016
Written by Brian Anderson

New Research Shows B2B Marketers Lack Processes For Leveraging Engagement Data

Seventy-one percent of B2B marketers said that digital marketing and technological skill sets will be required for their roles in the next three to five years, according to an Association of National Advertisers (ANA)/Business Marketing Association (BMA) study released at the ANA/BMA16: Masters of B2B Marketing Conference in Chicago. However,…

June 7, 2016
Written by Carol Krol

SiriusDecisions Research: Room For Improvement In B2B Customer Experience

Eighty percent of B2B buying decisions are based on a buyer’s direct or indirect customer experience, according to new research from SiriusDecisions. Only 20% of buying decisions are made based on the offering or price.

June 1, 2016
Written by Carol Krol

Marketo Acquired By Vista Equity Partners For $1.79 Billion

Marketo has entered into a definitive agreement to be acquired by Vista Equity Partners, a software and data private equity firm. Vista will buy all outstanding shares of Marketo common stock for a total value of $1.79 billion, taking the marketing automation company private once again. The transaction is set…

May 31, 2016
Written by Klaudia Tirico

SiriusDecisions Launches Exec Sales Advisory Service

B2B research and advisory firm SiriusDecisions announced it has launched Chief Sales Officer Strategies, a new executive sales advisory service. The announcement was made by Tony Jaros, EVP, Chief Research and Product Officer for SiriusDecisions, during the opening keynote at the company’s 11th annual SiriusDecisions Summit in Nashville. Jaros said the…

May 25, 2016
Written by Carol Krol

B2B Technology Adapting To Growing Importance Of Marketing And Sales Alignment

The goal of buyer centricity requires everyone — including marketing, sales and service — to stay aligned for consistent, relevant and resonant experiences with potential customers. At Salesforce Connections 2016 in Atlanta, the topic on speakers’ and attendees’ minds was how technology has begun to help B2B companies align across…

May 18, 2016
Written by Brian Anderson