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Data Management

Marketers are expanding their use of Big Data, and they’re just beginning to tap its power. This section covers the tools, trends and strategies for maintaining clean and accurate databases to enhance targeting capabilities.

Intent Signals: Which Ones Are Truly Actionable?

Intent Signals: Which Ones Are Truly Actionable?

Remember “predictive analytics” — now more commonly referred to in B2B marketing and sales circles as “intent?” Well, that space has matured, and today there are more than a handful of companies touting intent capabilities. But not all intent is actually intentional when it comes to real interest in your…
Data: The Key Differentiator In B2B Marketing

Data: The Key Differentiator In B2B Marketing

B2B buying cycles are getting longer and more complex. According to Demand Gen Report research, 58% of buyers said their decision process was longer in 2017 than in 2016, while only 10% said purchase time had decreased. Most buyers are conducting more detailed ROI analyses before making a purchase decision…
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