As the way B2B buyer's research their purchasing decisions continue to adapt and change, B2B marketers continue to manage and operate a content marketing strategy that is not set in stone. This ultimately creates a disconnect between their brand and the prospective buyer due to irrelevant or inferior content. That is why change management has grown popular among content marketers looking to formulate their content marketing strategies around their buyers.

Carlos Hidalgo, CEO of ANNUITAS, will be discussing these topics at the B2B Content2Conversion Conference & Demand Gen Summit, two coinciding events that will bring together more than 450 B2B marketing professionals to discuss the latest trends and strategies in content marketing and demand generation.

Demand generation is a crucial aspect of today's B2B marketing routine, and the fluid landscape of the B2B buying cycle causes marketing teams to continually adapt and reorganize the way organizations drive awareness to the products and services they offer.

At the upcoming B2B Content2Conversion Conference/Demand Gen Summit, Jason Hekl, VP and Group Director of SiriusDecisions, will present a keynote session that will dive into how the next generation of demand generation is beginning take place — and what tools, insights and strategies marketers will need in order to drive success.

Inbound marketing is a tactic that B2B marketers acknowledge as an effective and valuable marketing strategy. However, many still struggle with their inbound marketing techniques — leading to a disconnect that harms overall engagement with prospective buyers.

A recent study from NetProspex, a data management services provider that was recently acquired by Dun & Bradstreet, shows that almost three-quarters (73%) of B2B organizations believe there is room for improvement in their inbound marketing efforts. B2B companies also state that improving lead quality (50%) is the most important objective for their inbound marketing strategies in 2015.

MarketBridge, a digital marketing, sales enablement and customer analytics solutions provider, announced new features to the company's lead nurturing solution RevenueEngines. The update intends to add predictive lead scoring capabilities, personalized content curation and boost reporting capabilities.

The new features provide users with predictive insights into what potential customers need to move further along the sales funnel. These insights can enhance the digital experience prospective buyers have with the brand and position sales reps to close more deals and accept more qualified leads.

As marketing automation technology continues to evolve, many B2B marketers are still looking to perfect their strategies for segmentation and enhancing lead quality. As a result, many are honing their metrics to improve on these critical marketing tasks.

Nearly two-thirds (62%) of B2B marketing executives state that improving their ability to measure and analyze marketing impact is one of their biggest demand generation priorities, according to the 2015 Demand Gen Report Benchmark Study.

MindTickle, a corporate training solutions provider, announced the release of its latest version of MindTickle for Sales. The new version of the sales readiness platform is designed to help scale growing sales teams by giving users control of how they are trained. In addition, the platform gamifies the training experience in an effort to increase competitiveness and, ultimately, the usage rate of the solution.

MindTickle for Sales is intended to combine gamification, social learning and analytics tools to boost news sales rep effectiveness. The platform also is positioned to allow team managers to make informed, timely actions to ensure sales reps aren’t leaving opportunities on the table.