Industry Insights

Content Marketing World: Sound Strategy Remedies Ineffective Content

Despite the billions of dollars B2B companies spend on content marketing each year, their content is less and less effective. Two years ago, 42% of B2B marketers surveyed by the Content Marketing Institute (CMI) said their content was effective. One year ago that number fell to 38%. This year only…

September 10, 2015
Written by Tonya Vinas, Contributing Editor

HubSpot Announces CRM Enhancements, Predictive Lead Scoring at INBOUND15

HubSpot unveiled several new product features at its INBOUND15 user conference, including updates to the CRM system announced last year and predictive lead scoring.

September 10, 2015
Written by Kim Zimmermann

Referral Marketing Yields Results For B2B Marketers

As B2B marketers seek alternatives to traditional demand generation efforts such as email marketing, many are launching referral marketing programs to bring new prospects into the pipeline and keep their existing customers in the fold. Referrals are also gaining prominence as customer experiences exert a greater influence on the B2B…

September 9, 2015
Written by Kim Zimmermann

B2B Marketers Fuel Social Selling Strategies With Insight, Content

While many B2B companies are beginning to recognize the value of social selling, progressive organizations are finding success by involving marketing teams in their social selling initiatives to help drive content messaging and enhance account-based marketing (ABM) tactics.

September 2, 2015
Written by Steve Scafidi

Chernov Lands VP Of Marketing Job At InsightSquared

Industry veteran Joe Chernov, who departed HubSpot amidst allegations of ethics violations, has been named VP of Marketing of InsightSquared, a sales analytics company.

August 28, 2015
Written by Kim Zimmermann

Oracle Acquires Maxymiser, Predictive And Data-Driven Tools Could Be Next

Oracle acquired Maxymiser, a cloud-based testing platform designed to personalize the customer experience across the Web and mobile. Observers noted that the move could signal Oracle’s future plans to add more predictive and data-driven tools to bolster its Marketing Cloud.

August 20, 2015
Written by Brian Anderson

B2B Marketers Leverage Interactive Content For Relevant Buyer Experiences

B2B buyers want more interactive content to help them make their buying decisions, and companies such as Lenovo and Lattice Engines are leveraging formats such as assessments, quizzes and video to promote engagement throughout the buyer's journey.

August 19, 2015
Written by Brian Anderson