Industry Insights

Study: 86% Of Marketers Said They Will Own End-To-End Customer Experience By 2020

To better engage with prospective buyers, marketers need a holistic view of the customer journey to provide personalized, two-way conversations, according to research conducted by The Economist Intelligence Unit (EIU) on behalf of Marketo. The study shows that a majority (86%) of marketing executives believe they will own the complete,…

April 8, 2016
Written by Brian Anderson

B2B Companies Leverage Employee Brand Advocates For Social Engagement

Social media platforms have become a common source for B2B marketers to engage with their client base and potential prospects, as well as share content. Some companies, such as IBM, MongoDB and PR Newswire, are taking it a step further, leveraging employee advocates and social media together to expand reach,…

April 6, 2016
Written by Klaudia Tirico

IBM To Acquire Bluewolf, Enhance Cloud Consulting And Implementation Services

IBM announced it will acquire cloud consulting and implementation services provider Bluewolf, known as one of Salesforce’s top strategic partners. Financial details for the acquisition were not disclosed, but Re/Code reported the deal at about $200 million, according to sources.

March 31, 2016
Written by Brian Anderson

Study: 88% Of Marketers Say A Customer Journey Strategy Is Critical To Success

As marketing evolves, customer satisfaction and customer engagement have jumped to the top of the list of marketers’ main measures for success. According to the new Salesforce 2016 State of Marketing Report, 65% of high-performing marketers said they’ve adopted a customer journey strategy to measure this success, while 88% said…

March 30, 2016
Written by Klaudia Tirico

What Google Analytics 360 Means For B2B Marketers

Google shook up the marketing world last week with the limited beta release of Google Analytics 360, an enterprise marketing suite that melds the company’s existing Analytics Premium and Adometry services with four brand-new tools.

March 23, 2016
Written by Tequia Burt, Contributing Writer

MarTech 2016: Marketing Technology Ecosystem Expands To 3,500 Companies

The number of technology vendors that provide platforms and tools for marketers has exploded in the past 12 months to an estimated 3,500 companies total, according to Scott Brinker, Publisher of chiefmartech.com, who announced the new tally and accompanying infographic during his keynote address at MarTech in San Francisco. That…

March 21, 2016
Written by Brian Anderson

Marketers See Promise In Combination Of Predictive Intelligence And Account-Based Marketing

Marketers eager to capitalize on the strength of predictive marketing are driving their vendor partners for additional strategies and capabilities, and account-based marketing (ABM) tops their wish list. While many B2B marketers are still figuring out how best to deploy ABM, some early results combining predictive intelligence with ABM are…

March 16, 2016
Written by Carol Krol