Content is not only an essential part of the B2B marketer’s playbook, but  also is considered an important factor to the company’s bottom line in the eyes of the C-level execs.

In the final panel discussion at the annual B2B Content2Conversion Conference — hosted by Content4Demand and Demand Gen Report — C-suite executives from Siegel+Gale, McGraw Hill Financial, SAP and Goldman Sachs shared their perspectives on how content is impacting the B2B landscape.

CallidiusCloud announced the release of Thunderbridge, its Big Data solution that is designed to analyze information from the vendor’s Lead to Money Cloud, which tracks customer lifecycle data. The announcement was made at CallidiusCloud’s annual user conference.

With the addition of Thunderbridge, CallidusCloud customers will be able to take analytics from the sales process and present it in rich visualizations, algorithms and dashboards.

NetSuite announced the availability of its B2B Customer Center, built on the company’s SuiteCommerce platform. The cloud-based ERP and omnichannel commerce software suites provider revealed the new solution during the opening keynote at SuiteWorld 2014, and is available to customers using NetSuite SuiteCommerce.

The B2B Customer Center enables B2B merchants to offer a smooth online shopping experience, similar to online shopping in the B2C landscape. It also allows B2B buyers to view order status, details and history, track shipments, reorder goods, approve quotes, make payments, manage account information, request refunds and returns.

Customer-centricity has not only made its way into the B2B marketer’s overall business model, but it is now being adopted in order to produce quality content that will enhance buyer engagement and produce valuable — and also accurate — leads for the sales team to work with.

At the 2014 B2B Content2Conversion Conference in New York, content marketers came together to learn tips and best practices to come out on top in a challenging and constantly changing B2B landscape. Ardath Albee, CEO of Marketing Interactions Inc., kicked off the content strategy track with her view on how content marketers should be shaping their content to meet the customer’s expectations.

In a world in which 80% of companies have a content marketing initiative in place, simply doing content marketing is not an effective demand generation strategy. That was the message of Trip Kucera, VP & CMO-in-Residence, Harte Hanks Content & Data Solutions/Aberdeen Group, as he kicked off the Demand Generation Summit 2.0 track of the 2014 B2B Content2Conversion Conference.

The need to measure the effectiveness of content to drive demand was a pervasive theme at the conference. Honing content and strategies for the next generation of lead nurturing was another topic covered by several speakers at this year’s event.

Brightcove Inc, a provider of cloud services for video, announced it has partnered with Oracle Eloqua to integrate Brightcove’s next-generation video capabilities with the Oracle Eloqua marketing platform.

The Brightcove Cloud Component for Oracle Eloqua is designed to enable users to add Brightcove Video Cloud-powered videos to Oracle Eloqua landing pages and campaigns. The integration will allow marketers to track user engagement and performance for lead scoring.

NetProspex, a cloud-based B2B data management services provider, released its 2014 B2B Marketing Data Benchmark Report, highlighting that 84% of marketing databases are considered “barely functional.” The findings show that B2B marketers are losing ROI due to incomplete and/or inaccurate data in their systems.

The study, which analyzed more than 61 million records, scored database records across four marketing best practice areas, including record completeness, email deliverability, phone connection and record duplication. Companies were rated on a 5-point scale, with “5” indicating optimal and “1” being risky.

Cloudwords, a cloud-based marketing globalization platform, announced the launch of Cloudwords for Oracle Eloqua on the Oracle Eloqua AppCloud. The combined solution is designed to enable Oracle Eloqua customers to accelerate the localization of marketing campaigns to reach global audiences faster.

Cloudwords for Oracle Eloqua allows Oracle Eloqua customers to optimize the localization of marketing campaigns on a global scale, allowing them to easily translate marketing assets, shorten global go-to-market turnaround times, and engage multilingual audiences more effectively.