Sales and marketing are not aligned within most organizations, and it has been a common pain point for a very long time. However, that awareness has not prompted a sea change among marketers; it’s a complex issue to solve with several factors at play.

Industry experts report that B2B marketers are tackling their inbound marketing initiatives with the help of relevant, contextual content to provide B2B buyers the information they need to move along their buying journey. Ultimately, these data-driven clues position B2B sales teams with leads that are most likely to convert.

Demandbase unveiled its B2B Data Cloud, a platform designed to combine the company's network IP address identification technology with behavioral data located in the user's current data management system. The new Data Cloud positions Demandbase customers to enhance their display ad targeting capabilities and create personalized messaging for prospective buyers.