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Why Account-Based Marketing Needs Marketing and Sales Alignment WHY ACCOUNT-BASED MARKETING NEEDS MARKETING AND SALES ALIGNMENT

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May 23, 2016

Account-Based Marketing has become a hot topic in many marketing circles, but with an adoption rate of 42% across marketing organizations, according to Aberdeen’s research, ABM still has some room to grow. For that growth to happen, however, the right conditions need to be achieved. One such conditi...

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The Transformative Impact of the Cloud THE TRANSFORMATIVE IMPACT OF THE CLOUD

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Jan 01, 2016

Cloud computing is rapidly entering an entirely new phase – one destined to prove far more transformative and disruptive than the initial phase of cloud deployment. Cloud is driving a comprehensive transformation of digital assets in organizations of all stripes as IT decision-makers begin to ...

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The AdRoll Guide to Account-Based Marketing THE ADROLL GUIDE TO ACCOUNT-BASED MARKETING

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Account-based marketing (ABM) has recently become a popular term among business-to-business (B2B) marketers. ABM refers to a marketing practice where efforts focus on a predetermined set of customers who meet certain criteria. A set of customers can be narrowly defined and specific—like CIOs, ...

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Making Healthcare Technology Decisions with Limited Evidence MAKING HEALTHCARE TECHNOLOGY DECISIONS WITH LIMITED EVIDENCE

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Hospitals and health systems are scrutinizing costs and being forced to make tough decisions affecting patients and their own financial status.Health technology acquisition, standardization, and utilization decisions are becoming ever more important as the costs associated with making wrong decision...

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Orchestrating Population Health Management ORCHESTRATING POPULATION HEALTH MANAGEMENT

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Our goal is to promote better health outcomes through the use of evidence. To achieve this goal, we perform unbiased, evidence-based assessments of the safety and efficacy of new, emerging, and controversial health technologies, evaluating the impact of these technologies on healthcare quality, util...

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NAVEX Global’s 2015 Europe, Middle East, Africa and Asia Pacific State of Compliance Programmes Benchmark Report NAVEX GLOBAL’S 2015 EUROPE, MIDDLE EAST, AFRICA AND ASIA PACIFIC STATE OF COMPLIANCE PROGRAMMES BENCHMARK REPORT

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The purpose of the survey was to provide the industry with data on an overlooked area of research: benchmarking the top priorities and challenges faced by ethics and compliance professionals headquartered in EMEA and APAC. The findings discussed represent responses from 247 key decision-makers and i...

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Workday and Cardinal Health: Bringing Talent to the Top WORKDAY AND CARDINAL HEALTH: BRINGING TALENT TO THE TOP

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Cardinal Health calls itself “the business behind health care.” Dedicated to helping pharmacies, hospitals, and ambulatory care sites operate more efficiently, Cardinal Health’s global business ranges from pharmaceutical distribution to medical supplies to clinical services. The co...

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Why Workday? WHY WORKDAY?

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Every day, hundreds of organizations communicate, collaborate, and drive their business forward with Workday cloud applications. Our customers say they gain unprecedented visibility into their workforce, improve overall productivity, and get the right people working on the most important initiatives...

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The Growth Imperative: Role of the CHRO THE GROWTH IMPERATIVE: ROLE OF THE CHRO

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The world is quickly changing, but a number of forces— the evolving nature of work, the threat of disruptive innovation from competitors that don’t exist yet, and the need to fundamentally rethink the structure and makeup of organizations—are putting the CHRO in a unique position t...

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Owning the Talent Pipeline OWNING THE TALENT PIPELINE

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Employers have heard it all before. When it   comes to managing talent, there can be no   gaps, no lapses, nothing left to chance To reach maximum people potential, you literally must own the entire talent pipeline—from recruitment to retirement (or exit interview). Sounds ...

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Getting to a Single View of the Truth with Cloud-based HCM Technology GETTING TO A SINGLE VIEW OF THE TRUTH WITH CLOUD-BASED HCM TECHNOLOGY

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According to Bloom, however, the very best reason to replace stand-alone HCM systems with a unified cloud-based solution just may be the least appreciated of all. “It creates a rhythm of innovation,” she says. Companies that experience the continuous improvement enabled by SaaS HCM softw...

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Five Years in the Cloud with Workday FIVE YEARS IN THE CLOUD WITH WORKDAY

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Chiquita Brands and McKee Foods were early pioneers in the cloud. Both organizations faced similar challenges in upgrading existing human resources (HR) technologies amid a changing economic climate. However, both organizations used the cloud through Workday’s solutions to drive cost savings a...

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Talent Matters: How Retailers Can Recruit and Retain the Best People TALENT MATTERS: HOW RETAILERS CAN RECRUIT AND RETAIN THE BEST PEOPLE

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As retail sales start to recover, employees— who’ve had to deal with understaffed shifts, low pay, and changing schedules—are now seeking better opportunities. This market growth is also opening the door to new jobs that provide access to training, development and career pathing op...

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From Chaos to Continuity: Taking Higher Education HRMS to the Cloud to Simplify Human Resources Management FROM CHAOS TO CONTINUITY: TAKING HIGHER EDUCATION HRMS TO THE CLOUD TO SIMPLIFY HUMAN RESOURCES MANAGEMENT

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The time is ripe to transform HR by moving core HR solutions to the cloud. Technology and design is converging to offer significant opportunities to get ahead of the curve. Campus and HR leaders should simplify their systems and processes in order to better focus on individual, organizational, and w...

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A Three-Step Checklist to Recruiting and Retaining Top Talent A THREE-STEP CHECKLIST TO RECRUITING AND RETAINING TOP TALENT

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The retail market is growing, presenting employees with more opportunities to find jobs that provide training, development and career progression—something today’s workforce demands. With improvement in the retail sector comes increased pressure to win the war for talent. Your competitor...

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ORACLE HCM CLOUD STAY AHEAD OF FUTURE HR TRENDS ORACLE HCM CLOUD STAY AHEAD OF FUTURE HR TRENDS

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Today, 87% of organizations believe that company culture and employee engagement are top challenges, with 50% citing the problem as “very important”. So why are institutions struggling to drive employee engagement and manage talent?

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VERITAS NETBACKUP™ BACKUP APPLIANCES REDUCING COST AND COMPLEXITY VERITAS NETBACKUP™ BACKUP APPLIANCES REDUCING COST AND COMPLEXITY

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When it’s time to upgrade or expand the backup or disaster recovery hardware infrastructure, many customers follow a traditional path to acquire, build, and integrate their own servers and storage. It’s a reflex that is well known, but also one with hidden productivity costs. Eliminate t...

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TOP 5 PITFALLS TO AVOID IN YOUR DATA PROTECTION STRATEGY TOP 5 PITFALLS TO AVOID IN YOUR DATA PROTECTION STRATEGY

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As you navigate the new digital age, your data protection strategy needs to be more than just the basics of backup and recovery. With the shifting tides of data center requirements, you must have a data protection solution you can trust your business and career with.

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THE RIGHT BACKUP AND RECOVERY SOLUTION CAN BE A BUSINESS ENABLER THE RIGHT BACKUP AND RECOVERY SOLUTION CAN BE A BUSINESS ENABLER

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Are you ready for whatever comes next? Are you able to protect and manage your information to propel your business forward? In this information age, data is one of the most precious business assets you have, but as more and more is digitized, it can be increasingly difficult to manage, control, and ...

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The Forrester Wave™: Mobile Development Platforms, Q4 2016 THE FORRESTER WAVE™: MOBILE DEVELOPMENT PLATFORMS, Q4 2016

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In our 32-criteria evaluation of mobile development platform (MDP) vendors, we identified the 12 most significant ones — Amazon Web Services (AWS), AnyPresence, Appcelerator, IBM, Kinvey, Kony, Microsoft, Oracle, OutSystems, Red Hat, Salesforce, and SAP — and researched,  analyzed,a...

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Oracle Cloud Platform For Application Development ORACLE CLOUD PLATFORM FOR APPLICATION DEVELOPMENT

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Cloud computing is now broadly accepted as an economical way to share a pool of configurable computing resources. 87 percent of the businesses that participated in a recent Computerworld study said they look to cloud initiatives to lower capital expenses. 84 percent of them turn to the cloud to redu...

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MOST COMMON SALES COMPENSATION MISTAKES MOST COMMON SALES COMPENSATION MISTAKES

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With Q4 in full swing, it’s time to look forward and prepare for the New Year. If your company is like most, you’ll likely perform the annual review of your sales compensation plan and make adjustments where the company sees fit. Using data from previous year’s compensation plans a...

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Identity & Access Management in the Cloud: Fewer passwords, more productivity IDENTITY & ACCESS MANAGEMENT IN THE CLOUD: FEWER PASSWORDS, MORE PRODUCTIVITY

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Cloud services are a natural for small and midsize businesses, with their ability to reduce costs, lower IT head count and improve business agility. But as they move more and more applications to the cloud, SMBs are coming face to face with some serious challenges the cloud presents with respect to ...

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GE Universal Viewer 100 Edition Fuels Growth at Texas’ Cross Timbers Orthopaedics GE UNIVERSAL VIEWER 100 EDITION FUELS GROWTH AT TEXAS’ CROSS TIMBERS ORTHOPAEDICS

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Cross Timbers Orthopaedics in Stephenville, Texas is serving up high-tech, high-touch care to a population of more than 18,000 in this town some 60 miles southwest of Fort Worth. Their largely rural population swells by around 10,000 young adults, including many highly active athletes, when Tarleton...

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The Cloud: The Great Equalizer for Business Continuity THE CLOUD: THE GREAT EQUALIZER FOR BUSINESS CONTINUITY

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Cloud Backup and Recovery Delivers Availability on Demand Cloud services are gaining fresh attention for their business-continuity advantages. One basic draw is the redundant nature of the cloud platform itself. Cloud services run on geographically diverse server clusters, in which a downed node aut...

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The Cloud as Platform THE CLOUD AS PLATFORM

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Startups and small businesses use cloud services for the savings, but the cloud platform is really about a better way to do business. It means smaller companies can get the benefits of big IT systems without the up-front capital investments and the ongoing costs of maintaining and expanding a data c...

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Application Container Cloud with Java SE and Node APPLICATION CONTAINER CLOUD WITH JAVA SE AND NODE

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Flight Recorder for production monitoring, or Node.js running on enterprise-grade cloud infrastructure. Your environment is preinstalled and preconfigured using Oracle Linux and Oracle Java SE Advanced or Node to maximize performance, scalability, and reliability. The underlying infrastructure has t...

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Advanced Image Viewing, Storage and Collaboration Technologies ADVANCED IMAGE VIEWING, STORAGE AND COLLABORATION TECHNOLOGIES

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Centricity Universal Viewer offers a unified, web-based diagnostic viewer with intelligent tools, enhanced usability and advanced visualization to help radiologists and clinicians optimize productivity. The 100 edition has been specifically designed for small and medium size providers. The same clin...

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8 TIPS TO STAY AHEAD OF THE TOP 2016 DATA PROTECTION TRENDS 8 TIPS TO STAY AHEAD OF THE TOP 2016 DATA PROTECTION TRENDS

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As the largest backup and recovery solution provider in the world, Veritas™ has the unique opportunity to engage with business leaders around the globe, across a wide range of public and private enterprises. And the trend is clear—businesses are under pressure to modernize and go digital...

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A PRACTICAL GUIDE TO CONTENT MIGRATION A PRACTICAL GUIDE TO CONTENT MIGRATION

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Content seems to have the unique ability to sabotage digital projects like nothing else and send timelines completely off the rails. the only solution is to plan ahead and take a practical approach. Whether we’re creating the content with our clients or helping them to create it on their own, ...

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THE 2016 GUIDE TO B2B ACCOUNT-BASED TARGETING THE 2016 GUIDE TO B2B ACCOUNT-BASED TARGETING

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For many years, companies have been using sales segmentation to narrow down lists of accounts into categories who are likely to become prospects or customers. But just looking at high-level data like company size, industry, or geographic region is only a small part of the overall picture. Modern dat...

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Account-Based Marketing 101 ACCOUNT-BASED MARKETING 101

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The Account-Based Marketing approach practices traditional and reliable B2B principles but targets company accounts rather than individual sales leads. successful B2B marketing It recognizes that is about speaking to a collective business or department, not to isolated individuals. Account-based mar...

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HOW TO IMPROVE A LEAD GENERATION CAMPAIGN HOW TO IMPROVE A LEAD GENERATION CAMPAIGN

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Wouldn’t it be great if you could talk to the world’s best B2B marketers and ask them to share their secrets on how they drive tens of thousands – or even hundreds of thousands – of visitors to their websites each month? Good news! We’ve reached out to a number of the w...

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Inbound Marketing Effectiveness Report INBOUND MARKETING EFFECTIVENESS REPORT

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Are inbound marketing tactics alone adequate to grow a business? This study’s goal was to find out. There is no shortage of research and opinion about the efficacy of inbound marketing. Inbound marketing activities are designed to attract a prospect to your destination, offer or experience whe...

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Right Person, Right Message, Right Time RIGHT PERSON, RIGHT MESSAGE, RIGHT TIME

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Content marketing is on the rise, and companies that invest in content creation generate 67% more leads than their competitors. Planning and generating quality content that closes deals is no easy feat, so we've developed a workbook to walk you through the process. We'll show you how to serv...

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10 WAYS TO NURTURE THE BUYER’S JOURNEY 10 WAYS TO NURTURE THE BUYER’S JOURNEY

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Your buyers have a long road to travel, beginning with awareness of their own need and ending with the acquisition of a product or service to address that need. For the B2B buyer, this journey has always been painfully slow, typically lasting from three months to a year. Now the cycle lasts even lon...

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Lead Generation and Management for SMB Sales & Marketing LEAD GENERATION AND MANAGEMENT FOR SMB SALES & MARKETING

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This week’s round-up comes just 3 days before #FlipMyFunnel hits San Francisco for our sold out account-based marketing (ABM) and sales roadshow! We are excited to challenge the status quo of B2B Marketing and this week’s round-up shows it. We start with the ABM checklist you need to bri...

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The Clear & Complete Guide to Account Based Sales Development THE CLEAR & COMPLETE GUIDE TO ACCOUNT BASED SALES DEVELOPMENT

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It’s all coming together right now, as you’re reading this sentence – a perfect storm of innovation that’s giving enlightened companies an unprecedented degree of control over their own fortunes (and an unfair advantage in the marketplace). We’ve already experienced Pha...

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DOES “PERSONALIZED MARKETING” REALLY MEAN? DOES “PERSONALIZED MARKETING” REALLY MEAN?

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These days, there are a lot of companies buzzing about personalized marketing. In fact, a recent survey conducted by Ad Perceptions and Conversant highlighted that 73% of agency and brand-side marketers agree that personalization represents the future of digital. So it seems that everyone is jumping...

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Account Based Marketing Certification Program ACCOUNT BASED MARKETING CERTIFICATION PROGRAM

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Success with ABM requires a complex blend of leadership capability, business acumen and marketing skills. When you invest in account based marketing, the shortage of marketing professionals with ABM experience is one of the biggest challenges you face.

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Account Based Marketing and ROI: Building the Case for Investment ACCOUNT BASED MARKETING AND ROI: BUILDING THE CASE FOR INVESTMENT

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ABM is big and getting bigger On average, among B2B IT services companies, 15% of the marketing budget is spent on ABM. And of the companies who have ABM initiatives, over seven in ten say that they plan to spend more (and nobody is planning to spend less). ABM delivers a high ROI over time : Over 8...

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INBOUND ISN’T ENOUGH INBOUND ISN’T ENOUGH

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At its core, inbound marketing is about attracting the likeliest customers and enticing them to come to you. Inbound marketing is commonly referred to as a pull marketing model because you are using tactics and great content to pull the attention of your prospects to your brand. Your prospects, when...

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30 Greatest saas Lead Generation Tips, Tricks & ideas 30 GREATEST SAAS LEAD GENERATION TIPS, TRICKS & IDEAS

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Before we dive into the 30 tips, we should first cover the mechanics of lead generation. The best lead generation campaigns contain most, if not all, of these components. From a tactical perspective, a marketer needs four crucial elements to make inbound lead generation happen. These include: An off...

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The Content Marketing Handbook THE CONTENT MARKETING HANDBOOK

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The majority of marketing takes place via media platforms that are not owned by brands. Brandsessentially ‘rent’ a space on the media platform via advertising, public relations or sponsorship. Brands therefore have no control over the content contained in these media platforms.The loyalt...

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The 30 Greatest Lead Generation Tips, Tricks & ideas THE 30 GREATEST LEAD GENERATION TIPS, TRICKS & IDEAS

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Generating leads - both high in quantity and quality - is a marketers most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep. Surprisingly, only 1 in 10 marketers feel their lead generation campaigns are effective. What gives? T...

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Inbound Marketing Cheat Sheet INBOUND MARKETING CHEAT SHEET

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Whether you’re a novice or seasoned inbound marketer, we have developed a quick cheat sheet that will help walk you through the different parts of your campaign. Use this sheet as a reference point as you build out your inbound marketing strategy and refer back to is as you hone your process a...

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REBOOT YOUR WEBSITE INTO A LEAD GENERATION MACHINE REBOOT YOUR WEBSITE INTO A LEAD GENERATION MACHINE

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Imagine your current website is outdated; the design isn’t up to your standards and you aren’t getting great traffic or a lot of conversions — or maybe you don’t know these numbers at all, so you can’t determine what’s working and what isn’t. In any case, yo...

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The ULTIMATE GUIDE to INBOUND MARKETING THE ULTIMATE GUIDE TO INBOUND MARKETING

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The inbound marketing methodology has quickly become an essential piece to marketing strategies across the globe. Inbound marketing is a unique and highly effective marketing method that leverages personalized content and focuses on attracting visitors to your company and converting those visitors i...

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The Definitive Guide to Lead Generation THE DEFINITIVE GUIDE TO LEAD GENERATION

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Lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline. In today’s complex marketing climate, lead generation has become a popular strategy to help create demand and get your marketing messages ...

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ABM: PREDICTIVE COMPANY TARGETING ROI ABM: PREDICTIVE COMPANY TARGETING ROI

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A large B2B lead generation company has an internal outbound call team fuelling their appointment setting and Highly Qualified Lead revenue lines. Recommended a predictive of companies (and locations) that are currently exhibiting intent on topics relevant to the client.

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PREDICTIVE LEAD SCORING VS. MADISON LOGIC ABM PREDICTIVE LEAD SCORING VS. MADISON LOGIC ABM

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VMTurbo developed email marketing campaign and had their inbound sales team call Responders Provided a list of companies and locations that were surging in cloudas-a-service Research Provided a list of prioritized accounts based on predictive lead scoring.

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INTENT DRIVEN ABM VS TRADITIONAL LEAD GEN INTENT DRIVEN ABM VS TRADITIONAL LEAD GEN

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A major cloud solutions provider asked several lead gen providers to generate leads from a list of 5,000 key accounts Identified 900 key accounts surging on key topics indicated by client: Cloud Management, Hadoop, Data Science Generated leads for all 5,000 accounts. 72% of high quality leads genera...

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INTENT DRIVEN LEAD GEN & DISPLAY CAMPAIGN INTENT DRIVEN LEAD GEN & DISPLAY CAMPAIGN

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Promoted Dell’s assets across our network to a targeted company list by layering our intent data to find the prospects at those companies consuming research related to Dell products Surging topics were used to optimize Dell’s content throughout the duration of the campaign based on inten...

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Website Visitor Tracking: B2B Best Practice WEBSITE VISITOR TRACKING: B2B BEST PRACTICE

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Attracting new leads and nurturing them with the right content to push them down the funnel is a lot easier when you know what kinds of visitors are coming to your site. It’s also important to understand what type of content appeals to your target buyers. This can help you invest in the right ...

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3 steps to sales and marketing alignment 3 STEPS TO SALES AND MARKETING ALIGNMENT

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Supportive Nurture Campaigns Marketing is busy, sales is busy, we're all busy. As you become comfortable with marketing automation, take the time to set up a series of email campaigns to aid sales reps in their lead nurture process. These campaigns support your mutual goals of quality lead gener...

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Nurture Your Leads With Narrative NURTURE YOUR LEADS WITH NARRATIVE

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Lead nurturing is the process of building effective relationships with potential customers throughout the buying journey. Lead nurturing happens across multiple channels, and for your communications to be effective, you need to tell a story. A good story. New leads and customers are all at different...

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Six Tips for Increased PPC Engagement SIX TIPS FOR INCREASED PPC ENGAGEMENT

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The Goals of campaign should be clearly defined before diving into creation. Are going for awareness or conversion ? your audience, timing, and bids should be planned to complement your goals and your measurement should always keep those goals in mind.

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Sales & Marketing Alignment Benchmarks, Insights & Advice SALES & MARKETING ALIGNMENT BENCHMARKS, INSIGHTS & ADVICE

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It seems intuitive that aligning the sales and marketing functions in an organization makes good business sense. The assumption about well-aligned sales and marketing teams is that better alignment should produce better performance in terms of sales achievement. The goal of this study was to explore...

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Lead Generation: fueling the Revenue Engine LEAD GENERATION: FUELING THE REVENUE ENGINE

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The marketing funnel – the model that represents how leads become sales – has changed. It’s far more sophisticated than it once was, with more lead sources, paths through the funnel, and metrics to track it all. While marketers do much more than just manage the funnel, when it come...

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Lead Scoring 101 A Definitive Guide to Getting Started LEAD SCORING 101 A DEFINITIVE GUIDE TO GETTING STARTED

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Lead scoring is a technology and business process used by B2B companies for the purpose of automating the ranking, grouping, routing and tracking of leads that are responding to campaigns and interacting with your corporate website. Lead scoring has become increasingly important for companies who ar...

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THE SIX STRATEGIES TO MASTERFUL MARKETING THE SIX STRATEGIES TO MASTERFUL MARKETING

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It’s not easy being a B2B marketer today. Sales teams need leads, management wants a demonstrable ROI, and everyone wants speed and accuracy, and more, cheaper, faster results. Marketers have a bigger role in today’s organization. They are on the hook not just to generate top-of-the-funn...

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Marketing Technology: The 3 Solutions You Can’t Live Without MARKETING TECHNOLOGY: THE 3 SOLUTIONS YOU CAN’T LIVE WITHOUT

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Put very simply, Account Based Marketing (ABM) is a more focused approach to who you target. Rather than throwing your message out to the universe and seeing who responds, with ABM you go after a defined list of accounts. WHAT IT IS: An ABM tool helps you execute this type of targeted strategy by pe...

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MARKET WITH A MISSION A Quickstart Guide for your Account Based Marketing Strategy MARKET WITH A MISSION A QUICKSTART GUIDE FOR YOUR ACCOUNT BASED MARKETING STRATEGY

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A long, long time ago (ok, really just over a decade ago) B2C and B2B companies started realizing the need for more personalized marketing. Because consumers of all types were craving a more personalized buying experience, the ways of marketing had to change. Marketers needed to figure out how to ta...

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Integrate Social to Generate Leads and Measure Business Value INTEGRATE SOCIAL TO GENERATE LEADS AND MEASURE BUSINESS VALUE

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Social media is a must in today’s world of marketing. B2B marketers need to utilize social to build brand awareness, generate leads and measure the business value of their efforts. Integrating a social media tool is essential to achieving these goals.

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Optimize your lead management process with lead scoring and routing OPTIMIZE YOUR LEAD MANAGEMENT PROCESS WITH LEAD SCORING AND ROUTING

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One of the primary benefits of marketing automation is that you can unify marketing and sales around a streamlined and fully optimized lead management process. Feed Your Funnel In addition to offering robust outbound capabilities, Salesfusion also offers the inbound functionality you need to organic...

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Nurture prospects into long-term relationships NURTURE PROSPECTS INTO LONG-TERM RELATIONSHIPS

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Nurture marketing allows you to engage with prospects by providing relevant content to warm them up until they are ready for sales. Targeting prospects based on where they are in the buyer journey, it’s designed to help move them through the funnel more efficiently than traditional email marke...

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PARETO SEES 400% INCREASE IN LEAD GENERATION PARETO SEES 400% INCREASE IN LEAD GENERATION

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The Situation Like many other sales recruitment firms, Pareto’s consultants were trapped inside making calls instead of outside meeting with clients and closing deals. Additionally, it was proving more difficult to contact key decision makers with prospective clients. Pareto needed a tool that...

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CLEVELAND CAVALIERS IMPROVE FAN TARGETING CLEVELAND CAVALIERS IMPROVE FAN TARGETING

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Setting up Salesfusion’s marketing automation software and working closely with the Client Success team, the Cavs are enhancing their market profitability and strengthening their sales pipeline. With a clear game plan, they are executing more campaigns while simultaneously reducing costs. Sale...

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How to Build an Effective Content Marketing Plan HOW TO BUILD AN EFFECTIVE CONTENT MARKETING PLAN

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According to the Content Marketing Institute, 84 percent of marketers who say they are ineffective at content marketing have no documented strategy. A solid content marketing plan will help you identify goals, develop your ideas, messages and themes, and decide how you will measure progress. Determi...

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From Zero to Content Marketing Plan in 6 Weeks: Week-By-Week Guide FROM ZERO TO CONTENT MARKETING PLAN IN 6 WEEKS: WEEK-BY-WEEK GUIDE

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It’s not too late to create a content marketing plan. Here’s what to accomplish during each of the next six weeks to make a great one. >> Start Planning! Week 1 Assemble your team » Recruit some content creators, strategists, data specialists, and folks who know marketing tec...

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The 7 Flavors of Content Marketing: What’s Yours? THE 7 FLAVORS OF CONTENT MARKETING: WHAT’S YOURS?

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Here are the seven flavors of content marketers, ranked in order of those most likely to succeed. Which flavor are you? 1. BRAND BUILDER. If your flavor is brand builder, kudos. Some 84 percent of marketers say brand awareness is their most important content marketing goal. Capture readers with ente...

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The Definitive Guide to Social Media Marketing THE DEFINITIVE GUIDE TO SOCIAL MEDIA MARKETING

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WHY SHOULD I READ THE DEFINITIVE GUIDE TO SOCIAL MEDIA MARKETING? Social media is one of the most powerful ways to reach and engage with your buyers today. Because it’s almost universally used—by consumers and brands—social media is one of the most effective (and perhaps cost-effec...

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Marketo Account-Based Marketing Unveiled MARKETO ACCOUNT-BASED MARKETING UNVEILED

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the leading provider of engagement marketing software and solutions, today announced the availability of Marketo Account-Based Marketing (ABM) that brings together sales and marketing teams to target, engage, and measure key accounts in a highly coordinated fashion. Marketo ABM is the only solution ...

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How to Grow Your Business with Content Marketing HOW TO GROW YOUR BUSINESS WITH CONTENT MARKETING

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Marketing has changed dramatically over the past decade. A function that was once viewed purely as a cost center has become a direct contributor to profitability in forward-thinking organizations. Chief Marketing Officers, once sitting in a support role on a company’s management team, now sit ...

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Build Your Content Marketing Plan: A 10-Step Guide BUILD YOUR CONTENT MARKETING PLAN: A 10-STEP GUIDE

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Content marketing is clearly here to stay. In the most recent study of B2B marketers from the Content Marketing Institute, 88 percent of respondents said that their organization uses content marketing. In that same study, however, only 30 percent of those marketers said that they believed they were ...

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FACEBOOK VIDEO ADS DOMINATE User Acquisition and Deposit Rates for Major Strategy App FACEBOOK VIDEO ADS DOMINATE USER ACQUISITION AND DEPOSIT RATES FOR MAJOR STRATEGY APP

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To reach the developer’s campaign goals, Taptica manually launched automated Facebook campaigns across their three primary focus markets. Campaigns were run on Facebook exclusively, utilizing Lookalike Audience targeting and a variety of image and video ads to reach the most diverse range of r...

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TAPTICA SOCIAL CAMPAIGNS TRIPLE CVRS AND INCREASE DEPOSITS BY 30% WITH FACEBOOK VIDEO ADS TAPTICA SOCIAL CAMPAIGNS TRIPLE CVRS AND INCREASE DEPOSITS BY 30% WITH FACEBOOK VIDEO ADS

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To help the developer reach their highest quality users across these key markets, Taptica's social team set to work on launching large-scale Facebook campaigns with a variety of granular targeting strategies and ad types. Utilizing Facebook-specific Interests and Lookalike Audience targeting in ...

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THE QUEST FOR ETERNAL FURY’S TARGET AUDIENCE THE QUEST FOR ETERNAL FURY’S TARGET AUDIENCE

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Proficient City's addictive RPG, Eternal Fury, has a rapidly growing international fan base. In the game, players have the chance to rule and defend their own castles in thrilling battles and territorial quests. Utilizing programmatic event tracking and player cohort analysis within the Taptica ...

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Killer Content Award 2016 KILLER CONTENT AWARD 2016

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The E-book, Account-Based Marketing: Fundamentals Every B2B Marketer Must Know, was designed to explain how ABM can enable B2B marketers to identify and target the accounts that matter most. The information from the E-book was also reused to create an infographic, a short video, a blog post and an i...

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10 LEAD NURTURING RECIPES For B2B Marketing Addicts 10 LEAD NURTURING RECIPES FOR B2B MARKETING ADDICTS

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Beachhead’s Lead Nurturing Recipe Book We proudly present to you the most useful and stunning recipes to engage your audience. The recipes cover everything - from the “Welcome Martini” cocktail for ToFu diners, to the “BoFu Risotto” main course for sales conversion. Now...

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Account-Based Marketing : Targeting With Intent ACCOUNT-BASED MARKETING : TARGETING WITH INTENT

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If you are a B2B marketer, account-based marketing is everywhere—but what is it and where did it come from? The concept has been around since the 1990s when marketers began to abandon mass-marketing for more targeted approaches. Back then, it was called 1:1 marketing, a concept introduced by D...

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ABM STRATEGY REPORT ABM STRATEGY REPORT

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Account Base Marketing is a hot topic, but it is important to understand the why before embarking on your own ABM journey. Use this simplified ABM Strategy Template as a kickstarter to understand your campaign’s purpose, collaborate with your team, drive engagement, define success, and go to m...

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How Lead Nurturing and Content Marketing Increased Revenues HOW LEAD NURTURING AND CONTENT MARKETING INCREASED REVENUES

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The Solution In order to ensure marketing leads generated were converting to sales, we proposed the following solutions: 1. Lead Qualification - The first step proposed was to qualify leads that were generated by the marketing team. In this way only quality and sales-ready leads were passed onto the...

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DecisionMaker® Demand Generation DECISIONMAKER® DEMAND GENERATION

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What’s in it for you? From strategic to tactical marketing, the most common objectives for today’s business-to-business marketers are to: •generate high quality leads that produce revenue •track and manage the effectiveness of programs •  measure and increase the retu...

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Demand Generation In a Social B2B World DEMAND GENERATION IN A SOCIAL B2B WORLD

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By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on television today. Search marketing, display advertising, mobile marketing, email marketing, and social media will grow to 35% of all advertising spend as they are embedded in the marketing mix.

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The SiriusDecisions Account-Based Marketing Framework THE SIRIUSDECISIONS ACCOUNT-BASED MARKETING FRAMEWORK

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In classic French cooking, five “mother sauces” – béchamel, velouté, espangnole, hollandaise and tomato sauce – form the foundation for all other sauces. The aspiring chef’s goal is to master these building blocks and then devise variations of the mother s...

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LEAD NURTURE POST-EVENT LEAD NURTURE POST-EVENT

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Client is the world leader for business and financial market news. It provides influential decision makers in business, finance and government a competitive edge by connecting them to a dynamic network of information, people and ideas. Its strength—quickly and accurately delivering data, news ...

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Lead Nurture LEAD NURTURE

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Challenges • Client launched a new risk assessment tool at an industry event and needed a follow-up lead nurture campaign • Client also had very limited experience with their marketing automation tool and was looking for guidance on campaign design, logic and configuration on a very tight ...

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High Performance Lead Nurturing and Lead Scoring: The Step-by-Step Guide HIGH PERFORMANCE LEAD NURTURING AND LEAD SCORING: THE STEP-BY-STEP GUIDE

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Getting to the Sales Ready Lead High performance marketers recognize that getting to the sales ready lead is the ultimate goal. While often viewed as a B2B challenge, B2C marketers that work with sales teams or indirect channels share the same goal – sales ready leads that optimize revenue thr...

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Identify and Reach your B2B Niche Market: 10 Questions to Help you Draft a Successful Strategy IDENTIFY AND REACH YOUR B2B NICHE MARKET: 10 QUESTIONS TO HELP YOU DRAFT A SUCCESSFUL STRATEGY

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When a product or service serves the needs of a narrow portion of the market, many companies say, ”the market is small, why should we bother?”. However, when industrial/technology/scientific companies focus on the right highly targeted niche markets, they discover many advantages: ● Your...

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WHAT’S HURTING THE MOST WITH YOUR DEMAND GEN? WHAT’S HURTING THE MOST WITH YOUR DEMAND GEN?

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Take the pulse of your customers and target them in their vital organs. (Maybe we’ve taken this too far.) Much like the machine that goes “ping,” an Ideal Customer Profile gives you a continuously-updated readout of your buyers’ vital signs. Whether you want to target competi...

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Account-Based Marketing GUIDE FOR MODERN MARKETERS ACCOUNT-BASED MARKETING GUIDE FOR MODERN MARKETERS

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If you’re reading this guide, you’re probably a B2B marketer. If so, you probably spend a lot of your time coming up with new ways to reach the right prospect, at the right time, with the right message. Which means you’re one of a million B2B marketers trying to do exactly the same...

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Leadspace Achieves 105% Increase in MQL-to-SQL Conversion with Leadspace Platform LEADSPACE ACHIEVES 105% INCREASE IN MQL-TO-SQL CONVERSION WITH LEADSPACE PLATFORM

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Leadspace competes in a growing and increasingly competitive market. With the B2B predictive analytics market still early in its adoption by marketing teams, Leadspace faced the initial challenge of finding the target audience where the value proposition resonated. Damon Waldron, head of demand gene...

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INTENT DRIVEN MARKETING INTENT DRIVEN MARKETING

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Meeting campaign metrics alone aren’t enough. We have to push to measure better, to run more integrated programs, to unite data and technology to create tangible financial outcomes. Our audience? They need answers. The world is moving fast and market opportunities don’t stick around. Lik...

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ACCOUNT BASED MARKETING THROUGH PRACTICAL CASE STUDIES ACCOUNT BASED MARKETING THROUGH PRACTICAL CASE STUDIES

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The BtoB purchase cycle has changed and today more than ever commercial success requires the use of new technology. Whether we like it or not, the current purchase cycle is firmly anchored in the digital age, and BtoB companies cannot ignore the new digital sales and marketing tools at their disposa...

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How to Leverage Data to Amplify Your DEMAND GENERATION STRATEGY HOW TO LEVERAGE DATA TO AMPLIFY YOUR DEMAND GENERATION STRATEGY

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YOU HAVE PREDICTIVE DEMAND GENERATION. WHAT HAPPENS NEXT? OK, back to issue at hand. How can you use predictive marketing to accelerate your leads to become customers? Clearly, predictive marketing helps you build pipeline and optimize conversion. But, it’s not a silver bullet! You still have ...

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B2B Marketer’s Guide to Account-Based Website Personalization B2B MARKETER’S GUIDE TO ACCOUNT-BASED WEBSITE PERSONALIZATION

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When it comes to B2B, the website is a leading indicator of buying intent. In fact, every single deal that your sales team closes has touched your website at some stage of the buying process. But in this era of abundant data and choices, B2B marketers are finding it more difficult to capture the att...

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The B2B Marketer’s Guide to Account-Based Measurement THE B2B MARKETER’S GUIDE TO ACCOUNT-BASED MEASUREMENT

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B2B measurement can be tricky. With all the data out there today, it can be difficult to measure and report on the right things. Especially when you don’t know what the right things are. That’s why more often than not we turn to vanity metrics like impressions, CPMs and CTRs—which ...

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Targeted Offers & Content Promotion Drive Conversions TARGETED OFFERS & CONTENT PROMOTION DRIVE CONVERSIONS

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The company turned to Evergage to help address these challenges. With Evergage, Marketing gained previously unattainable insights into in-app user behavior and was able to engage and educate their freemium user base with timely updates and targeted, relevant messages. The team could deliver training...

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Evergage for Demand Generation EVERGAGE FOR DEMAND GENERATION

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Evergage’s real-time 1:1 personalization platform enables B2B companies across industries to more effectively engage visitors and generate more leads. Leveraging deep behavioral analytics – which help uncover a visitor’s true intent – Evergage empowers marketers to dynamicall...

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Geo-Targeted Offers Drive Increased Click-Throughs GEO-TARGETED OFFERS DRIVE INCREASED CLICK-THROUGHS

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To help drive sales, the company uses part of its homepage to promote offers from retail partners who are based in more than 300,000 locations across the U.S. However, while its web analytics tool can identify where people are coming to the site from, the company lacked the ability to segment visito...

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Account-Based Personalization Yields Major Lift in Retention ACCOUNT-BASED PERSONALIZATION YIELDS MAJOR LIFT IN RETENTION

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Millward Brown Digital provides marketers with actionable digital intelligence based on the behavior of millions of consumers to improve their online and offline marketing effectiveness. Hundreds of clients, including the world’s leading brands, rely on Millward Brown Digital’s SaaS appl...

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Strategic Targeting Drives Top-of-Funnel Activity STRATEGIC TARGETING DRIVES TOP-OF-FUNNEL ACTIVITY

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In an ultra-competitive marketplace, the company needed to improve customer acquisition. One of the primary objectives of its website is to drive more leads to its agents through the “contact an agent” call-to-action. To encourage more visitors to contact an agent, the company knew it ha...

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The Secret to Intent-Based Marketing THE SECRET TO INTENT-BASED MARKETING

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Google employs intent-based marketing with every single search conducted – more than 2 million times per minute, in fact. After all, what you search speaks volumes about your wants, needs and intentions. That’s great for Google, who generates billions of dollars in ad revenues, but what ...

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Beyond the install Retargeting and re-engagement explained BEYOND THE INSTALL RETARGETING AND RE-ENGAGEMENT EXPLAINED

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retargeting is where specific users are targeted. This can be done online or through mobile. In the mobile world, a list of device identifiers is provided to the network, together with a specific app. The network then serves the ad when it identifies a device from the list. It is a good way to trigg...

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THE COMPLETE GUIDE TO LEAD NURTURING THE COMPLETE GUIDE TO LEAD NURTURING

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Lead nurturing, also called drip marketing, is one of the most powerful and sought-after features of a marketing automation system. With the ability to drive revenue from a database of leads that you’ve already built with minimal investment on the part of sales and marketing lead nurturing has the...

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Demand Generation DEMAND GENERATION

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In an era of increased technology and competition, companies are focusing more than ever on executing new methods of demand generation. Developing and increasing an effective sales pipeline is crucial for success - but can remain costly and time consuming to maintain. Incoho List Building is designe...

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Healthcare Demand Generation Report HEALTHCARE DEMAND GENERATION REPORT

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How healthcare technology vendors approach sales can make a big difference in their success. To identify best practices, LeadJen reviewed campaign records for healthcare companies from 2010-2012. These records included a quarter million call and email attempts, and more than 30,000 conversations wit...

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ABM – Security Insider Mag’s “Intelligence and Investigative Software Provider of the Year 2015” ABM – SECURITY INSIDER MAG’S “INTELLIGENCE AND INVESTIGATIVE SOFTWARE PROVIDER OF THE YEAR 2015”

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A provider of software for the investigation, and intelligence sectors around the world, Nottingham-headquartered ABM Software offers solutions to clients across the globe, including the UK, Australia, US, Canada and Europe.

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All About Google Adsense ALL ABOUT GOOGLE ADSENSE

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If you look at the Internet a few years back, you will see that advertising was done in a way that was very similar to other types of media like television, or actually, more like what you see in a newspaper.

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Inside the Demand Gen Agency INSIDE THE DEMAND GEN AGENCY

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In this new ebook, HiP turns inward to its in-house experts for their thoughts and insights on executing content-centric demand generation. Herein you’ll find in-depth interviews with each of our department leaders. They’ll share their expertise and experience in the day-to-day operation of our dema...

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Lead Nurturing: a Practical Approach to Advancing Leads in the Funnel LEAD NURTURING: A PRACTICAL APPROACH TO ADVANCING LEADS IN THE FUNNEL

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The power of marketing automation systems has created high expectations about the potential to nurture leads through the funnel on a fully automated basis. Marketers need practical, achievable strategies to advance leads, and to leverage marketing automation in that process.

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Account-Based Marketing Fact and Fiction: What Really Works? ACCOUNT-BASED MARKETING FACT AND FICTION: WHAT REALLY WORKS?

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What do marketers need to know to be successful with Account-Based Marketing (ABM)? As with any approach, there are pros and cons to consider, virtues to pursue, and vices to avoid. In this research report, Aberdeen will explore the strengths and weaknesses of ABM and explain how marketers can make ...

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ACCOUNT-BASED MARKETING: TACTICS & TECHNOLOGY CONVERGE IN 2016 ACCOUNT-BASED MARKETING: TACTICS & TECHNOLOGY CONVERGE IN 2016

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Account-Based Marketing (ABM) isn’t a "hot new trend." In fact, it’s been around for a while. What is new, however, is that marketing technology has finally caught up, and we can now more effectively enable and enhance ABM tactics.

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Demandbase helps Healthcare companies develop business models to engage HCP, Insurers and Industry Stakeholders DEMANDBASE HELPS HEALTHCARE COMPANIES DEVELOP BUSINESS MODELS TO ENGAGE HCP, INSURERS AND INDUSTRY STAKEHOLDERS

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Account-Based Marketing (ABM) enables you to focus cyour marketing efforts on the accounts that matter, reducing waste and accelerating growth. Ensure that you can always get the right message to the right accounts by leveraging technology that’s purpose-built to support the B2B sales cycle.

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The Ultimate Guide to B2B Lead Nurturing THE ULTIMATE GUIDE TO B2B LEAD NURTURING

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Your current database is a goldmine. By focusing on the leads you already have, you have the potential to apply the kind of strategies that will help you stay in front of your prospects and effectively engage with them throughout the entire sales cycle.

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Unfolding the complexities of generating revenue UNFOLDING THE COMPLEXITIES OF GENERATING REVENUE

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At Quantum, we have been involved in a fair few campaigns in our time and we like to think we know what works and what doesn’t. That‘s why we like to pass on our knowledge to our clients, new and existing, so they can plan and execute truly successful marketing campaigns that generate revenue.

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Digital Demand Generation DIGITAL DEMAND GENERATION

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Demand Generation seeks out, qualifies and engages viable sales prospects. In the multi-media world of social, digital, online, telephone and mail, integrating the right marketing tools is the challenge. At IRS, we understand and apply the right combination of techniques for each of your campaigns t...

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Multiplying the power of linkedin MULTIPLYING THE POWER OF LINKEDIN

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The benefits for you as an IRS client using LinkedIn in this way are: a greater return on investment in demand generation and, for the coming months, a unique and distinctive approach to your target market.

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Account-Based Marketing Solution Sheet ACCOUNT-BASED MARKETING SOLUTION SHEET

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Increase prospect engagement, and generate net new leads from display ads served to contacts at your own target accounts. Kwanzoo’s account-based marketing (ABM) solutions uniquely integrate display advertising and MAP/CRM technologies. Buy media e¬ciently, and deliver marketing content and o ers th...

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Account Based Marketing Solution Sheet ACCOUNT BASED MARKETING SOLUTION SHEET

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Increase brand visibility, in¬uence buyers, and grow site tra c by serving display ads to users at your B2B target accounts. Kwanzoo’s account-based marketing (ABM) solutions uniquely integrate display advertising, MAP/CRM and IP-based targeting technologies. Buy media e ciently and deliver engaging...

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Account Based Marketing Adoption ACCOUNT BASED MARKETING ADOPTION

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For most marketers, when the buzz around a new marketing technology or category becomes audible and frequent, they start to pay attention. Account-Based Marketing (ABM) has generated a lot of buzz in recent months, and that awareness is creating momentum for ABM. Most B2B marketers now know about it...

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Account-based Marketing Get to Know Your Target ACCOUNT-BASED MARKETING GET TO KNOW YOUR TARGET

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Imagine walking into a prospect’s office knowing what solution they need, why they need it, and when they will be ready to buy. Imagine that, with this information, you have an open, intelligent dialogue about why your solution is the ideal fit – with the person who will actually make the purchasing...

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ACCOUNT BASED MARKETING AND BTOB WEB VISIT IDENTIFICATION ACCOUNT BASED MARKETING AND BTOB WEB VISIT IDENTIFICATION

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I consecrated 13 years of my life to building Emailvision, an international SaaS software company worth more than $ 100 million. After all these years, I have understood the power of Account Based Marketing (or ABM). Emailvision was among the first to propose a complete software suite for email, soc...

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4 steps to get started with Account Based Marketing 4 STEPS TO GET STARTED WITH ACCOUNT BASED MARKETING

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You’ve heard the term: Account Based Marketing, or ABM. And you get the general idea. Instead of investing resources here, there and everywhere, you focus on investing in opportunities bound to reap the highest ROI. Marketing becomes far more targeted and aligned with sales.

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the MULTIVIEW DIFFERENCE THE MULTIVIEW DIFFERENCE

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Site retargeting, search retargeting, behavioral campaigns, CPM, CPC, programmatic advertising, big data, the list goes on. These are terms that are becoming part of the common vocabulary for today’s marketers and are so many services that so many companies are starting to offer.

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Azalead ABM Package for Salesforce AZALEAD ABM PACKAGE FOR SALESFORCE

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Azalead Software is the international Account Based Marketing automation company for B2B. Azalead helps B2B businesses accelerate sales with Account Based Marketing. Azalead identifies and targets highest value account, nurtures accounts with display ads, and measures marketing and sales impact and ...

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INCREASED MARKETING ENGAGEMENT BY 30% WITH TARGET ACCOUNTS INCREASED MARKETING ENGAGEMENT BY 30% WITH TARGET ACCOUNTS

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Sidetrade launched their ABM program to reach and engage with their target accounts across all digital channels including email, social and retargeting. Azalead provided software and support to launch, optimize and automate their ABM program.

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Vendemore Pipeline Acceleration Case: Previa VENDEMORE PIPELINE ACCELERATION CASE: PREVIA

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Previa went with an account based advertising solution, where employees at the two companies were directed to two different pages with carefully selected content reflecting the different needs and challenges of the two companies.

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Increasing Relevance with Buyer Personas and B2I Marketing INCREASING RELEVANCE WITH BUYER PERSONAS AND B2I MARKETING

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B2I marketing enables more personalized packaging and outbound targeting . You need human judgment to do B2I personalization well. B2I, done well, transforms marketing into a value-added service.

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A Step-By-Step Guide to Launching Your Account-Based Social Strategy A STEP-BY-STEP GUIDE TO LAUNCHING YOUR ACCOUNT-BASED SOCIAL STRATEGY

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Have you heard about Account-Based Marketing (ABM)? It's a marketing strategy taking the B2B industry by storm. ABM is all about focusing your full-funnel marketing strategy on the accounts and contacts that deserve your attention—you know, the ones that are a great fit for your product or service! ...

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Breaking Down Doors: A Guide to Account-Based Sales Developmen BREAKING DOWN DOORS: A GUIDE TO ACCOUNT-BASED SALES DEVELOPMEN

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Nobody is answering the door. It’s locked tight. Maybe it’s even doublebolted. But you still have to find a way to open it. You must get inside. It’s the challenge B2B sales teams face every day. Behind that door is a business that you know would be a great fit for your product or solution. And if y...

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The Complete Guide to Optimizing Demand Generation THE COMPLETE GUIDE TO OPTIMIZING DEMAND GENERATION

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A high-growth B2B organization needs to constantly innovate in order to meet its targets. For the B2B marketer there will always be contradictions to balance throughout the customer lifecycle.Without optimizing, you’ll risk misallocating your marketing spend,driving leads into your marketing-sales p...

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How to Be An ABM Hero With Predictive Marketing HOW TO BE AN ABM HERO WITH PREDICTIVE MARKETING

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The traditional methods we have used to reach our prospects are less effective in this new world. The top-of-funnel, masscommunication approach—blasting messaging on every channel to see what sticks—is proving only marginal success. For a B2B marketer, you engage in numerous marketing activities, bu...

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B2B Content Marketing  Playbook B2B CONTENT MARKETING PLAYBOOK

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According to a 2014 benchmarking study from the Content Marketing Institute, 93% of organizations surveyed are using content marketing in some form or fashion, but only 44% of those have a defined content marketing strategy. It’s interesting to note that the study offered no definitions of ‘strategy...

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Top 10 B2B Email Marketing Mistakes TOP 10 B2B EMAIL MARKETING MISTAKES

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Everyone knows email can be a fast and inexpensive way to generate leads. But now that response rates have fallen dramatically from their highs of just a few short years ago, the cost/performance benefits of email are also less dramatic. At the same time, the continued onslaught of spam means that l...

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Lead Recycling: A More Cost Effective Approach to Demand Generation for High-Technology Companies LEAD RECYCLING: A MORE COST EFFECTIVE APPROACH TO DEMAND GENERATION FOR HIGH-TECHNOLOGY COMPANIES

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This short-term outlook is inevitably reflected in a company's demand generation strategy.Many tech marketers don't feel they have the luxury to build a customer base over the long term, so instead of cultivating and nurturing prospects, they focus instead on sales-driven,tactical marketing programs...

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The High-Tech Demand Generation Handbook THE HIGH-TECH DEMAND GENERATION HANDBOOK

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At the core of a successful demand generation strategy is a consistent practice of testing, measurement, and optimization. With the right measurement tools and metrics in place, the results of any one campaign should enable you to refine your strategy and generate a higher response from your next pr...

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Organizing Your Marketing Department to Optimize Demand Generation Results ORGANIZING YOUR MARKETING DEPARTMENT TO OPTIMIZE DEMAND GENERATION RESULTS

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Many marketing departments are organized by role or function. It is not uncommon in large enterprise B2B organizations to find field marketing teams, campaign teams, product management teams, web teams and others that are all aligned to a certain role or individual function. While this is the tradit...

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Top 12 Things the CEO and CFO Need to Know About Demand Generation TOP 12 THINGS THE CEO AND CFO NEED TO KNOW ABOUT DEMAND GENERATION

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Strategic Demand Generation should be one of the key growth strategies that is funded by an organization as it provides better buying experience and also is a key driver in customer expansion and retention. Funding for marketing tactics and programs should not be approved without insight into their ...

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Top 5 Uses for Lead to Account Matching TOP 5 USES FOR LEAD TO ACCOUNT MATCHING

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Lead-to-account matching lets you match new and existing leads to their proper accounts. The Leadspace Predictive Analytics Platform takes a creative approach to this feature, expanding upon the ways marketing and sales teams can more effectively manage accounts and target leads.

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The Basics Of Abm Workbook THE BASICS OF ABM WORKBOOK

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There’s a reason B2B marketers are all talking about AccountBased Marketing. SiriusDecisions reports 92 percent of companies they surveyed recognize the value of ABM, and 60 percent of those who have employed ABM for at least a year say it has driven a revenue increase.

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Spigit Implemented Leadspace for Account Based Marketing: Doubles Lead Conversion Rate, Halves Time to Convert Leads SPIGIT IMPLEMENTED LEADSPACE FOR ACCOUNT BASED MARKETING: DOUBLES LEAD CONVERSION RATE, HALVES TIME TO CONVERT LEADS

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Spigit is the market leader of innovation management for the enterprise with customers that include Fortune 500 companies across major industries. Spigit is the largest provider of innovation management software and enables companies to tap into the collective intelligence of their crowds of employe...

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Top Ten Things Marketing Automation Customers Need To Know About Email Deliverability TOP TEN THINGS MARKETING AUTOMATION CUSTOMERS NEED TO KNOW ABOUT EMAIL DELIVERABILITY

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The volume of email sent by B2B marketers is often much lower than retailers or other B2C sites, and marketing automation providers often spread the usage of their email IP addresses across multiple clients. In fact, most marketing automation subscriptions default to a shared IP. Consider checking w...

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Top 10 Things The Chief Marketing Officer Needs to Know About Demand Generation TOP 10 THINGS THE CHIEF MARKETING OFFICER NEEDS TO KNOW ABOUT DEMAND GENERATION

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Buyers do not buy in a linear 1,2,3 step program. No Buyer ever thinks of himself or herself as a “Marketing Qualified Lead” or “Sales Accepted Lead.” Map out how your Buyers approach their purchases and you will be able to produce the appropriate content for each stage.

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Engagio ENGAGIO'S CLEAR AND COMPLETE GUIDE TO ACCOUNT BASED MARKETING

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B2B demand generation has almost completely re-invented itself over the last decade. The collision of inbound, content marketing, lead nurturing, marketing automation, analytics, email, search, social media and native advertising has transformed the discipline from a dark art to an increasingly data...

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The Big 5 Metrics for ABM THE BIG 5 METRICS FOR ABM

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The rise of account-based marketing is demanding new ways of thinking about marketing metrics. While leads and opportunities are important and even necessary, they are not sufficient to measure account-based marketing (ABM).

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Top 10 Things The Chief Sales Officer Needs to Know About Demand Generation TOP 10 THINGS THE CHIEF SALES OFFICER NEEDS TO KNOW ABOUT DEMAND GENERATION

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Strategic Demand Generation is about building sustainable revenue and maximizing customer lifetime value. Work with Marketing to create shared pipeline and revenue goals instead of being rewarded on different KPIs. Executing on this will have bottom line impact and make sales more successful

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High Performance ABM Capabilities Benchmark Study Report HIGH PERFORMANCE ABM CAPABILITIES BENCHMARK STUDY REPORT

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The ABM Capabilities Framework represents an ideal for implementing and using ABM. It provides standards for maturity in specific aspects of ABM, while also giving direction to ABM adopters for ensuring maximum revenue impact.

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The Account-Based Marketing Framework THE ACCOUNT-BASED MARKETING FRAMEWORK

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This research notepresents these elements, defines the underlying components, and explains how they are interrelated.

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Demand Process Terminology DEMAND PROCESS TERMINOLOGY

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A component of the lead scoring model; it defines a minimal level of interaction a buyer is required to maintain in order to stay active in the program.This factor becomes useful in “holding back” buyers that may have gone cold and are not considered qualified leads, even though they have a long his...

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ABM Guide Overview - Raab Associates ABM GUIDE OVERVIEW - RAAB ASSOCIATES

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Account Based Marketing (ABM) can be broadly defined as business to business (B2B) marketing targeted to specific accounts. The primary contrast is with marketing that aims to generate leads from any account.

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Guide to Selecting a Demand Gen Agency GUIDE TO SELECTING A DEMAND GEN AGENCY

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Demand Generation has special requirements, especially now. It has combine skill of multiply areas- marketing, sales, database and content management, online and automation technologies, as well as regulatory compliances and tailor them to your specific needs.

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10 essential components of demand generation 10 ESSENTIAL COMPONENTS OF DEMAND GENERATION

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Demand generation thrives on data quality. The latest self service data platforms enable businesses to cast their nets wide and far to capture those prospects that are likely to have the specific pain points they are targeting even if they are not actively in purchase mode.

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How to make demand generation work harder for you HOW TO MAKE DEMAND GENERATION WORK HARDER FOR YOU

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Engagement with the empowered B2B buyer demands a fundamental change in philosophy. As opposed to a fixation with short-term goals, Sales and Marketing must work together to develop a long-term strategic approach that unites disparate marketing technologies and builds enduring relationships with pro...

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Account Mapping: Maximizing Demand Generation Conversions ACCOUNT MAPPING: MAXIMIZING DEMAND GENERATION CONVERSIONS

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The most successful demand generation programs are centered around two components: Inbound and Outbound. An effective Inbound strategy will deliver a high volume of lesser qualified leads, while your Outbound strategy will actively vet accounts to provide more highly qualified leads. While the execu...

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GETTING STARTED WITH ACCOUNT BASED MARKETING GETTING STARTED WITH ACCOUNT BASED MARKETING

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On January 28, we presented our first ABM webinar of the year, “Getting Started With Account Based Marketing”. Presenters Nicky Briggs, Head of Global ABM at Avanade, and Sonjoy Ganguly, SVP of Product at Madison Logic, walked us through the implementation of an ABM program from vendor selection to...

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ACCOUNT BASED MARKETING : THE FUTURE IS HERE ACCOUNT BASED MARKETING : THE FUTURE IS HERE

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Account Based Marketing is the next level of marketing. Fine-tuned a lot more than conventional marketing techniques do, Account Based Marketing heralds the dawn of a new breed of marketers who take their work seriously.

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Demand Generation - Getting the Results You Seek DEMAND GENERATION - GETTING THE RESULTS YOU SEEK

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MARKETING AUTOMATION: THE ROAD TO DEMAND GENERATION SUCCESS Marketers are now expected to provide various metrics to support each demand generation campaign, fill up the pipeline with quality leads, and ensure there’s a good return on marketing investment…all while faced with tight budgetary and ...

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Account Based Intelligence ACCOUNT BASED INTELLIGENCE

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If you are like most companies, your goal is to communicate with leads at a personal level. But you probably find that it’s nearly impossible to make that happen. It requires more information than your marketing and sales organizations have. Why is that? Most inbound marketing efforts follow the sam...

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MME16 - ABM Brings Sales and Marketing Together Through Data MME16 - ABM BRINGS SALES AND MARKETING TOGETHER THROUGH DATA

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There is a divide between sales and marketing, based on the fact that each team is using a different set of metrics and goals, despite all working towards the same goal of growing revenue for the company. Come learn how Account-Based Marketing and predictive marketing solutions can help marketing an...

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Announcing: The CMO’s Guide to ABM Orchestration ANNOUNCING: THE CMO’S GUIDE TO ABM ORCHESTRATION

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For B2B marketing leaders, the ABM strategy is top of mind. Even if you’re not currently implementing ABM as some portion of your total marketing initiatives, chances are you’ve spent some time thinking about it. Switching to an ABM strategy can be daunting -- there are a lot of things that you need...

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Turbo-charge Your Account Based Marketing Strategy TURBO-CHARGE YOUR ACCOUNT BASED MARKETING STRATEGY

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The most productive sales and marketing teams are well-aligned. More and more companies are recognizing the power of account based marketing (ABM) as a framework that promotes this alignment. In fact, according to the SiriusDecisions 2015 Account-Based Marketing (ABM) Study, 92 percent of companies ...

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Where Does Account-based Marketing Fit in  Your Demand Gen Strategy WHERE DOES ACCOUNT-BASED MARKETING FIT IN YOUR DEMAND GEN STRATEGY

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We know how hard it is being a marketer today. So we’ve bundled smart ideas and tactics from elite marketers in our organization and beyond into a series of playbooks. These playbooks are designed to help diehard marketers like you align predictive marketing and lead scoring with today’s buying cycl...

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Definitive Guide To Account-Based Marketing Measurement DEFINITIVE GUIDE TO ACCOUNT-BASED MARKETING MEASUREMENT

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WELCOME to The Definitive Guide to Account-Based Marketing Measurement. This guide will walk you through everything you need to know to measure your account-based marketing efforts for optimalperformance.

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Account Mapping ACCOUNT MAPPING

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The most successful demand generation programs are centered around two components: Inbound and Outbound.An effective Inbound strategy will deliver a high volume of lesser qualified leads, while your Outbound strategy will actively vet accounts to provide more highly qualified leads. While the execut...

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Outbound 2.0:The New Era of Outbound Lead Generation OUTBOUND 2.0:THE NEW ERA OF OUTBOUND LEAD GENERATION

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Targeted Outbound and Intelligent Teleprospecting form the foundation of a strong sales machine predicated on revenue that is predictable and able to sustain consistent growth. There are many important components to B2B lead generation, including Inbound campaigns, Email Marketing, and Event Marketi...

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TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER

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The world of B2B marketing has changed dramatically in the last few years. To start, the sales process is no longer what it used to be. Prospects are in more control of the sale than ever before.

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2015 DEMAND GEN REPORT BENCHMARK STUDY: What’s Working In Demand Generation 2015 DEMAND GEN REPORT BENCHMARK STUDY: WHAT’S WORKING IN DEMAND GENERATION

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expect their demand generation budgets to grow by 20% or more in 2015, and they will invest in a number of tactics to drive results, including persona development, webinars and in-person events. In addition, 36% report that their budgets will increase 1% to 10% in the coming year.

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How Demand Spring Helped a Leading eTailer Take a New Approach to Marketing HOW DEMAND SPRING HELPED A LEADING ETAILER TAKE A NEW APPROACH TO MARKETING

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What does a song released in 1983 have to do with B2B marketing? Good question. As the opening lyrics to “Changes” imply, B2B marketing is moving through some changes, and it too will never be the same.

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ABM METRICS REPORT 2016 ABM METRICS REPORT 2016

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The account-based marketing (ABM) movement has grown rapidly in the last year. As ABM technology continues to grow and reach the demands of many B2B marketers, more teams are beginning to adopt the strategy that they have long wanted to implement.

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Account-Based Marketing BRING LASER FOCUS TO THE TOP OF YOUR FUNNEL ACCOUNT-BASED MARKETING BRING LASER FOCUS TO THE TOP OF YOUR FUNNEL

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Traditionally, marketers capture as many leads as possible but don’t qualify those leads until they are well into the sales funnel.

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Company-Targeted Advertising on Facebook COMPANY-TARGETED ADVERTISING ON FACEBOOK

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Demandbase’s proprietary Company-Targeted Advertising solution gives B2B advertisers an unprecedented way to specifically target important companies and business segments through display ad campaigns, with zero waste.

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THE CMO’s GUIDE TO... B2B Marketing Attribution THE CMO’S GUIDE TO... B2B MARKETING ATTRIBUTION

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For the last few months, the marketing team has exceeded their website visit and lead generation goals through a combination of webinars and conferences, blog posts and ebooks, considerable PPC spend, automated email campaigns, and strong organic search numbers. But the company keeps missing revenue...

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LeanData Grows Customer Base by 400% and Releases Update to Account Based Marketing Suite LEANDATA GROWS CUSTOMER BASE BY 400% AND RELEASES UPDATE TO ACCOUNT BASED MARKETING SUITE

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LeanData, Inc., experts in lead management solutions, announced that its customer base has increased to over 85 customers, a 400% increase compared to a year ago. Additionally, LeanData announced that the Spring Release of its Account Based Lead Management Suite for B2B sales and marketing professio...

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The 2015 State of PREDICTIVE MARKETING Survey Report THE 2015 STATE OF PREDICTIVE MARKETING SURVEY REPORT

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The role of marketing has changed. Today, not only is marketing asked to be a thought leader, but it is also mandated to drive growth and scale revenue. And, the adoption of marketing technology has fueled this transformation of the modern marketing organization even further.

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GUIDE TO DEMAND GENERATION GUIDE TO DEMAND GENERATION

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The marketing automation industry is poised for continued, rapid growth in 2013. According to a 2012 IDC survey, up to 58% of the CMOs surveyed said they expect to increase their investments in key automation categories, including lead management, digital marketing and campaign management.

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10 Content Rules for Effective Demand Generation 10 CONTENT RULES FOR EFFECTIVE DEMAND GENERATION

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Effective Content is not about what you, the seller wants to say, but rather, what your Buyers need to hear. In order for your content to have the most impact, it must align to your Buyer’s pain points and challenges. If your message doesn’t help the Buyer, don’t bother.

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Advances In Applications Make ABM More Achievable For B2B Marketers ADVANCES IN APPLICATIONS MAKE ABM MORE ACHIEVABLE FOR B2B MARKETERS

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As the B2B marketing arena continues to evolve, account-based marketing (ABM) has reemerged as an effective strategy for driving revenue. The trend hasn’t escaped the notice of marketing technology vendors.

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Creating Content that Sells: Content Marketing for Demand Generation CREATING CONTENT THAT SELLS: CONTENT MARKETING FOR DEMAND GENERATION

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Thanks to the Internet, social media and other major online influences, prospects are spending more time on the Web doing independent research, obtaining information from their peers and other third parties.

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Rabb Guide to Demand Geneation Systems: Marketo Vendor Analysis RABB GUIDE TO DEMAND GENEATION SYSTEMS: MARKETO VENDOR ANALYSIS

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Marketo offers primary demand generation capabilities in a package that is especially easy to use. Strengths include close integration with Salesforce.com, including real­time updates and alerts; personalized emails, Web pages and forms; and a strikingly simple campaign design interface that can sti...

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Why propositions are an essential part of effective ABM WHY PROPOSITIONS ARE AN ESSENTIAL PART OF EFFECTIVE ABM

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Many of us are familiar with the process of creating marketing collateral. But while these showcase the merits of an organisation, we are often tempted to focus on our own products, solutions and accolades.

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Measuring ABM MEASURING ABM

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Once you've gained the backing of your marketing deparment and started to implement account-based marketing (ABM), you'll no doubt start to face questions regarding the metrics you plan to measure.

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Questex Poised for Continued Growth with Acquisition by Shamrock Capital Advisors QUESTEX POISED FOR CONTINUED GROWTH WITH ACQUISITION BY SHAMROCK CAPITAL ADVISORS

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Questex, a leading global business information and events company, today announced that Shamrock Capital Advisors has acquired the company in partnership with senior management.

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THE DEMAND GEN PRO’S COOKBOOK THE DEMAND GEN PRO’S COOKBOOK

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The art and science of effective marketing and demand generation is very much like a succulent recipe: The right, complementary ingredients and perfect prep offer up tasty delight.

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Intent Data for Account-Based Marketing INTENT DATA FOR ACCOUNT-BASED MARKETING

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Intent data has recently attracted the business marketing spotlight for the simple reason that technology makes more of it available than ever before. But as this ebook points out, intent data is not a cure-all: it finds just a portion of active buyers, and must be used with other information to gai...

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As ABM Moves To A “Must-Have” Tactic, Marketers Begin To Ramp Up Their Skills AS ABM MOVES TO A “MUST-HAVE” TACTIC, MARKETERS BEGIN TO RAMP UP THEIR SKILLS

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Account-based marketing (ABM) is gaining serious traction as more than 90% of B2B organizations consider it a “must-have” tactic, according to SiriusDecisions’ 2015 State of Account-Based Marketing (ABM) Study.

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BloomReach sources 78% of net-new pipeline with ABM driven by Leadspace BLOOMREACH SOURCES 78% OF NET-NEW PIPELINE WITH ABM DRIVEN BY LEADSPACE

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BloomReach was an early adopter of account-based marketing (ABM) to better reach their target audience of leading e-commerce retailers like Neiman Marcus, Nordstrom, and Staples. Chief Marketing Technologist Jason Seeba knew he needed to identify the right people in target accounts.

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Why Insight is essential WHY INSIGHT IS ESSENTIAL

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Insight informs everything we plan and do. Insight finds us new people to engage with, as well as helping us completely understand their needs, problems, feelings and people who influence them.

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Winning bids with ABM WINNING BIDS WITH ABM

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ABM can triple your win rate by taking more time to get to know your customer and build your credibility – way before a tendering process even begins.

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Generate More Demand Research, analysis, best practice GENERATE MORE DEMAND RESEARCH, ANALYSIS, BEST PRACTICE

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Demand generation is one of the most fundamental elements of B2B marketing, and, charted against the demands of the digital marketing environment, it is arguably growing in relevance all the time.

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MARKET SEGMENTATION Sixth in a Series Examining Revenue Growth Strategies in a Difficult Health Care Market MARKET SEGMENTATION SIXTH IN A SERIES EXAMINING REVENUE GROWTH STRATEGIES IN A DIFFICULT HEALTH CARE MARKET

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Market segmentation is a useful business tool to identity new and expanded ways to improve services and enhance revenues.This tool identities unique subsets of the population to target for specialized services and marketing initiatives.

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Market Segmentation and the Restructuring of Banking Jobs MARKET SEGMENTATION AND THE RESTRUCTURING OF BANKING JOBS

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One of the most pressing questions facing researchers and policy makers today is how economic restructuring has affected the nature of work in America. In a case study of retail banking, we investigated how changes in the banking industry over the past two decades have affected branch-level jobs.

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Market segmentation of the consumer market in South Africa MARKET SEGMENTATION OF THE CONSUMER MARKET IN SOUTH AFRICA

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The consumer market can be segmented in various ways. This article concentrates on the calculation of the size of the South African consumer market, segmented by geographical area and demographic characteristics of households.

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Retail analytics in the context of ‘Segmentation, Targeting, Optimisation’ of the operations of convenience store franchises RETAIL ANALYTICS IN THE CONTEXT OF ‘SEGMENTATION, TARGETING, OPTIMISATION’ OF THE OPERATIONS OF CONVENIENCE STORE FRANCHISES

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Retail analytics is seen as an essential instrument for improving retail business performance under the pressure of increased competition. Segmentation is beneficial, insightful, instructive and inventive but the real zeal is in implementing it.

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The Rise & Rise of Account-Based Marketing THE RISE & RISE OF ACCOUNT-BASED MARKETING

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Account-based Marketing or ABM has ascended rapidly from relative obscurity to being one of the most talked about trends in B2B marketing.]The industry dialogue from only a year ago has changed enormously.From three years ago it’s almost unrecognizable.

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Behavioural market segments among surf tourists - investigating past destination choice BEHAVIOURAL MARKET SEGMENTS AMONG SURF TOURISTS - INVESTIGATING PAST DESTINATION CHOICE

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Surf tourism is of major importance to the tourism industry. Nevertheless, very few investigations of the surf tourism market exist. This paper extends the work by Fluker (2003) and Dolnicar and Fluker (2003) by investigating surf tourists from a behavioral perspective with the main aim of the study...

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Market Segmentation MARKET SEGMENTATION

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The modern marketplace is one that is crowded with products; companies are now competing for consumer attention at a greater level than ever before. On average, 700 new brands are created every day, adding to the 2 million brands already in existence (Bianco 65).

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Behavioral Segmentation for e-Tail Personalization BEHAVIORAL SEGMENTATION FOR E-TAIL PERSONALIZATION

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A multichannel retailer desires to develop a personalization strategy for customers who agree to receive e-mail communications containing imbedded Internet purchase appeals. Using customers’ transactions history with the firm, four behavioral segments emerged from factor and cluster analyses.

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SEGMENTATION: How and why to implement a best-practice Market Segmentation strategy in the Financial Services sector SEGMENTATION: HOW AND WHY TO IMPLEMENT A BEST-PRACTICE MARKET SEGMENTATION STRATEGY IN THE FINANCIAL SERVICES SECTOR

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Without a robust segmentation approach, financial services companies often adopt a weak market positioning, use generic strategies, build inadequate propositions and erode margin by compensating for poor focus through unnecessary price discounting.

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A Framework for Market Segmentation A FRAMEWORK FOR MARKET SEGMENTATION

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Market segmentation studies should ultimately inform marketing decisions. In order for this to happen, segments must be high quality (i.e., cluster members are similar to each other and clusters are distinct from other clusters) and effective in driving marketing tactics.

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B2B Marketing: Account Based Marketing (ABM) Demystified B2B MARKETING: ACCOUNT BASED MARKETING (ABM) DEMYSTIFIED

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If you are a B2B marketer, you must have already heard about Account Based Marketing or ABM. According to SiriusDecisions, 92% of B2B organizations recognize the value of ABM, but only 20% have so far adopted it.

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MARKET SEGMENTATION: ONE METHOD, FOUR EXAMPLES MARKET SEGMENTATION: ONE METHOD, FOUR EXAMPLES

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Companies segment their markets to improve their competitiveness and profitability in fundamental ways: By focusing product development, marketing, and service resources on segments with the most potential, companies literally can multiply their marketing and service efficiency.

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Zen Segmenting Accelerating Market Dominance ZEN SEGMENTING ACCELERATING MARKET DOMINANCE

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My client was a NASDQ listed company who had one of the most successful IPOs in history. They contracted me to help accelerate a new product launch. As is my way, I started this engagement by asking a number of questions designed to educate me on the work that had lead to their existing marketing pl...

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MARKET SEGMENTATION AND POSITIONING MARKET SEGMENTATION AND POSITIONING

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Success in marketing depends in part on understanding to whom you are selling, and how you are meeting their needs.This article examines market segmentation and positioning, and it gives practical examples of how they can be used to develop a winning proposition.

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Geographical Segmentation of US Capital Markets GEOGRAPHICAL SEGMENTATION OF US CAPITAL MARKETS

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This paper uses demographic variation in savings behavior to provide evidence on US capital markets segmentation. Areas with a large fraction of seniors have higher local volumes of bank deposits.

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B2B MARKET SEGMENTATION  5 KEY SEGMENTATION DIMENSIONS B2B MARKET SEGMENTATION 5 KEY SEGMENTATION DIMENSIONS

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Effective b2b segmentation is like gourmet cooking – you need a nice variety of ingredients to create a delicious balance of flavors and a certain unexplainable artistic skill to combine the ingredients into a crowd pleasing experience.

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Lessons Learned in Market Segmentation LESSONS LEARNED IN MARKET SEGMENTATION

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Call it regional marketing, target marketing, micro marketing, niche marketing, one-on-one marketing, or plain old market segmentation. For most business firms, locating and specifically targeting unique market segments is both a reality and a necessity in today's competitive market place.

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The Art of Segmentation Revealed by the Five Keys to Behavioral Segmentation THE ART OF SEGMENTATION REVEALED BY THE FIVE KEYS TO BEHAVIORAL SEGMENTATION

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Segment analysis plays a central role in a successful marketing strategy. All your marketing resources, from research & development to advertising & sales, are aligned to support the segments you target.

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5 ways to become a segmentation sniper 5 WAYS TO BECOME A SEGMENTATION SNIPER

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Most segmentation exercises churn out groups based on conspicuous, relevant demographics such as size, industry, gender or age.

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Behavioral Segmentation BEHAVIORAL SEGMENTATION

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There is a natural tendency amongst us to segment data into meaningful clusters of information. A teacher may try to cluster his or her students into groups like high achievers, at par with grade level, needs improvement, etc.

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A Survey of Behavioral Targeting and its Technologies and Issues A SURVEY OF BEHAVIORAL TARGETING AND ITS TECHNOLOGIES AND ISSUES

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Behavioral targeting (BT), also known as interest advertising, is an online tool utilized by individual web sites or network advertisers to enable tailoring the display of ads to the current online user’s interests.

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Behavioral Segmentation for Analysis and Targeting in Financial Services Marketing BEHAVIORAL SEGMENTATION FOR ANALYSIS AND TARGETING IN FINANCIAL SERVICES MARKETING

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An objective view of the market and its growth opportunities requires using market research. Well-designed survey research offers the best opportunity to build and integrate this objective view of the market.

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The Targeting of Advertising THE TARGETING OF ADVERTISING

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An important question that firms face in advertising is developing effective media strategy. Given the fragmentation of media (broadcast TV for example) and a multitude of new advertising media (the Internet, satellite shopping channels, and infomercials), firms have the ability to target advertisin...

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Using market segmentation theory to select target markets for sun protection campaigns USING MARKET SEGMENTATION THEORY TO SELECT TARGET MARKETS FOR SUN PROTECTION CAMPAIGNS

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This paper describes the initial steps in target market segmentation and evaluation as part of an industry-linked research project to develop a social marketing program for sun protection.

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CREATING VIDEO FOR NICHE MARKETS CREATING VIDEO FOR NICHE MARKETS

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Thirty years ago, cable TV had a dramatic impact on the advertising industry, changing the way brands delivered video messaging, and forever minimizing the influence of the traditional networks

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Online Behavioral Advertising: Trends and Developments ONLINE BEHAVIORAL ADVERTISING: TRENDS AND DEVELOPMENTS

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Online behavioral advertising (OBA) is one of the hottest topics in technology and privacy law today. Consumer advocates and journalists have brought attention to the practice, and have argued that consumers should be more informed and have more control over the data used for OBA.

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Large-Scale Behavioral Targeting LARGE-SCALE BEHAVIORAL TARGETING

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Behavioral targeting (BT) leverages historical user behavior to select the ads most relevant to users to display. The state-of-the-art of BT derives a linear Poisson regression model from fine-grained user behavioral data and predicts click-through rate (CTR) from user history.

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Segmentation increases loyalty SEGMENTATION INCREASES LOYALTY

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Email marketing allows you to send focused targeted messages to an individual, whilst sending a campaign to potentially thousands of people at the same time – and that’s why we at Wired love it.

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Segmentation, Advertising and Prices SEGMENTATION, ADVERTISING AND PRICES

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This paper explores the implications of market segmentation on firm competitiveness. In contrast to earlier work, here market segmentation is minimal in the sense that it is based on consumer attributes which are completely unrelated to tastes.

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When & Why Segmentation Fails (And What To Do About It) WHEN & WHY SEGMENTATION FAILS (AND WHAT TO DO ABOUT IT)

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Marketing segmentation has been hailed as true “game changer.” A tactic that allows organizations to become more efficient with their expenditures and more effective with their strategies. Great in concept. Not so great in application, it seems.

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DELIVERING VALUE WITH DATA-DRIVEN,SEGMENT-BASED MARKETING DELIVERING VALUE WITH DATA-DRIVEN,SEGMENT-BASED MARKETING

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With the decline in conventional print revenues and the increase in competition, print-based service providers need to differentiate themselves with offerings that provide customers with more value. For many companies, the answer is multi-channel communications.

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TRAP: using TaRgeted Ads to unveil Google personal Profiles TRAP: USING TARGETED ADS TO UNVEIL GOOGLE PERSONAL PROFILES

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In the last decade, the advertisement market spread significantly in the web and mobile app system. Its effectiveness is also due thanks to the possibility to target the advertisement on the specific interests of the actual user, other than on the content of the website hosting the advertisement.

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A Strategic Advantage with Behavioral Targeting? A STRATEGIC ADVANTAGE WITH BEHAVIORAL TARGETING?

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To benefit from the constant increase of on-line sales, firms have been deploying an ever changing set of novel technologies to target specific consumers on-line. The logic behind targeting suggests that in reality there should be different strategies are in effect operating on different sets of con...

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Targeted Advertising And Privacy Too TARGETED ADVERTISING AND PRIVACY TOO

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The Web presents a rich and powerful tool for aggregation of consumer information. A flurry of recent articles in the popular press has documented aggressive manipulation of such information by some companies for the purposes of targeted advertising.

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Time to get personal with ABM TIME TO GET PERSONAL WITH ABM

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Unless you’ve been too busy bombarding your prospects and customers with generic messages, you’ll have noticed account-based marketing is currently getting a lot of attention. Often referred to as ABM, account-based marketing is becoming a key technique for B2B marketers looking to adopt a more sust...

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Market Segmentation- A framework for determining the right target customers MARKET SEGMENTATION- A FRAMEWORK FOR DETERMINING THE RIGHT TARGET CUSTOMERS

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Marketers have recognized that the target audience of a certain product are not all alike. They differ in terms of demographics, attitudes, needs, location and social affiliations. Most markets are made up of different individual customers, sub-markets or segments. Segmentation and targeting of cust...

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Segmentation and Customer Loyalty SEGMENTATION AND CUSTOMER LOYALTY

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Loyal customers are important to businesses because they offer a steady revenue stream, higher profit margins and enthusiastic referrals. But in a down economy, price sensitivity can trump loyalty. To strengthen the bonds with these high-profit potential customers, innovative companies are deploying...

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Market Segmentation Approaches: Do They Benefit Destination Marketers? MARKET SEGMENTATION APPROACHES: DO THEY BENEFIT DESTINATION MARKETERS?

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Market segmentation aims to divide markets comprised of individuals into groups whose characteristics are relatively homogeneous within each set or segment and heterogeneous between segments.

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Targeted Advertising on Competing Platforms TARGETED ADVERTISING ON COMPETING PLATFORMS

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This paper studies targeted advertising in two sided markets. Two platforms, with different targeting abilities, compete for single-homing consumers, while advertising firms are multi-homing.

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Targeted Advertising and Social Status TARGETED ADVERTISING AND SOCIAL STATUS

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This paper shows that a firm may use non-targeted advertising to exploit consumers’ desire for social status.

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Targeted Advertising in Magazine Markets and the Advent of the Internet TARGETED ADVERTISING IN MAGAZINE MARKETS AND THE ADVENT OF THE INTERNET

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This paper examines how the ability of media firms to engage in targeted advertising has changed with increased competition from online channels.

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Consumer Mobile Email: The Case for Long Tail Marketing Segmentation CONSUMER MOBILE EMAIL: THE CASE FOR LONG TAIL MARKETING SEGMENTATION

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In an increasingly competitive mobile marketplace, differentiating value-added services for the general audience has become next to impossible.

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Market Segmentation of Facebook Users MARKET SEGMENTATION OF FACEBOOK USERS

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In this paper, I develop afresh a comprehensive approach to market segmentation of Facebook users.

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Account-Based Marketing: An Approach on the Rise in Professional Services ACCOUNT-BASED MARKETING: AN APPROACH ON THE RISE IN PROFESSIONAL SERVICES

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This document contains a summary of the top-level results of our recent survey on account-based marketing (ABM).

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Building a Strategic Marketing Plan: Market Segmentation + Identifying a Target Market BUILDING A STRATEGIC MARKETING PLAN: MARKET SEGMENTATION + IDENTIFYING A TARGET MARKET

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In the process of developing a Strategic Marketing Plan, the subsequent step which follows the identification of strategic business objectives for your brand is market segmentation and identifying your target market...

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5 Steps to Increasing Return from B2B Demand Generation Programs 5 STEPS TO INCREASING RETURN FROM B2B DEMAND GENERATION PROGRAMS

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Modern corporations have long been accused of focusing on the short-term, to their detriment.

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The Rise of the Demand Generation Agency THE RISE OF THE DEMAND GENERATION AGENCY

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This paper clarifies the definition of a new kind of marketing agency, the Demand Generation Agency...

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COMPLETE GUIDE TO TARGETED ADVERTISING COMPLETE GUIDE TO TARGETED ADVERTISING

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If you consider yourself a modern marketer or demand generation professional at a B2B company today, you are likely already up and running with basic display advertising and retargeting campaigns...

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NoSQL and Ad Targeting NOSQL AND AD TARGETING

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Ad and offer targeting systems present a host of interactive software scaling challenges. Interactive software (software with which a person iteratively interacts in real time) has changed in fundamental ways over the last 35 years...

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Retail Marketing Segmentation RETAIL MARKETING SEGMENTATION

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Over the past year, the growth in daily deals such as Groupon and Living Social has become one of the most significant trends in retail and service businesses. Daily deal sites are competing for new customers and to keep current buyers in such a highly competitive environment. While trade journals a...

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Location Based Advertising on mobile LOCATION BASED ADVERTISING ON MOBILE

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Location Based Advertising can be the most personal form of advertising on a mobile and if used correctly can deliver exceptional results. This report has been created to give advertisers and agencies an insight into the models that are currently being used with some case studies and top tips for us...

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Account-Based Marketing: Targeting With Intent ACCOUNT-BASED MARKETING: TARGETING WITH INTENT

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If you are a B2B marketer, account-based marketing is everywhere—but what is it and where did it come from? The concept has been around since the 1990s when marketers began to abandon mass-marketing for more targeted approaches...

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Targeted Interactive Advertising TARGETED INTERACTIVE ADVERTISING

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As the communications industry evolves from a network-centric view of the world to a user-oriented perspective, service providers are transforming their business models to create new revenue opportunities associated with enhanced content and interactive media platforms...

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Using Market Segmentation for Better Customer Service and More Effective Strategic Planning USING MARKET SEGMENTATION FOR BETTER CUSTOMER SERVICE AND MORE EFFECTIVE STRATEGIC PLANNING

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Public and academic libraries face a plethora of information age challenges. In a world of customized service, where Amazon knows what books you might like to read and Netflix suggests films you’d like to watch, libraries have an opportunity to reinvent their customer relationship and to strategiz...

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Market Segmentation and Energy Efficiency Program Design MARKET SEGMENTATION AND ENERGY EFFICIENCY PROGRAM DESIGN

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Segmentation – identifying homogenous sub-populations within larger heterogeneous populations – has emerged as an important marketing tool over the past half-century...

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Demand Generation Survey: Cross the Chasm DEMAND GENERATION SURVEY: CROSS THE CHASM

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The following report is based on a Web survey conducted in August 2008.We have assembled input from sales and marketing decision makers from medium and large enterprises. Our objective was to understand current demand generation trends by answering the following questions...

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Inside the Channel Development & Demand Generation Continuum INSIDE THE CHANNEL DEVELOPMENT & DEMAND GENERATION CONTINUUM

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Distributors are renowned for efficient, cost-effective delivery of IT solutions and services across the world. What many people fail to realise is that these industry leaders also develop comprehensive channel marketing programs that generate extensive product demand...

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The Business Case for Integrated Demand Generation THE BUSINESS CASE FOR INTEGRATED DEMAND GENERATION

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As competition intensifies and growth expectations increase, B2B marketers are under pressure to deliver measurable results and clearly demonstrate the value they provide...

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The Power of “Factory Thinking” in Sales and Marketing THE POWER OF “FACTORY THINKING” IN SALES AND MARKETING

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Today’s business-to-business companies face serious challenges. Marketing channels are becoming increasingly saturated, suspects and prospects are more difficult to reach, and the competition for the attention of buyers, influencers and even users has never been greater...

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Marketing Demand Generation Guide MARKETING DEMAND GENERATION GUIDE

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Co-marketing means us working together to produce effective marketing campaigns with a single message - saving time, effort and money. To enable you to effectively use our brand, we build co-branded campaigns with messaging around many of our products and services. The Cisco Demand Generation Servic...

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Demand Generation Benchmark DEMAND GENERATION BENCHMARK'S REPORT

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HubSpot partnered with Qualtrics to find out how companies are generating demand for their brands and how successful they’ve been in their efforts. We surveyed more than 900 marketers, management level and above -- from all different industries -- in North America and Europe. This demand generation ...

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Transforming demand generation, boosting responses up to sixfold TRANSFORMING DEMAND GENERATION, BOOSTING RESPONSES UP TO SIXFOLD

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With IBM’s older systems, marketers often didn’t receive crucial information about campaign performance until the end of the quarter: far too late to make changes, or even to improve planning of future campaigns. Now, however, using Unica technology and IBM Cognos reporting, marketers can get nearly...

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Demand Generation 5 Best Practices that Support SEO DEMAND GENERATION 5 BEST PRACTICES THAT SUPPORT SEO

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Today's marketing industry a world full of buzzwords, sky-high expectation, and rapidly evolving technologies that can make the job exceedingly complex and stressful. That's why it's vital to have a set of best practices in place to serve as a safe foundation, regardless of strategy or technology......

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MARKET SEGMENTATION REPORT MARKET SEGMENTATION REPORT

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Twinstone is a young and passionate company working on change. We believe change is important to contribute to Living and Sustainable Cities together with our clients. Twinstone works on economic sustainability, because we think we can reach large volumes of customers, residents and companies by do...

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Account Based Marketing (ABM): from theory to best practice ACCOUNT BASED MARKETING (ABM): FROM THEORY TO BEST PRACTICE

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Lots of people today talk about account-based marketing or ABM. The problem is that if you ask 10 people what it is you get 11 different answers. It’s a term that gets tossed around a lot because it’s fashionable. But we think it’s a hugely important approach that can get sales and marketing to team...

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Intro to Automated Outbound Demand Generation INTRO TO AUTOMATED OUTBOUND DEMAND GENERATION

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Today’s demand generation marketers are experiencing increasing pressure to discover new prospects, drive sales pipeline and generate revenue, all while creating and executing new programs, managing vendor relationships, analyzing data the list goes on. Fortunately, for all of these initiatives, the...

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23 Questions that Demand Generation Companies May Not Want You to Ask 23 QUESTIONS THAT DEMAND GENERATION COMPANIES MAY NOT WANT YOU TO ASK

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Choosing the right demand generation solution is a business-critical decision for any marketer. Many of these solutions are complex, and they might appear to be more alike than they actually are. Questions about support and even the vendor company itself are also important. A solution that might be ...

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A Complete Guide To Account Based Marketing (ABM) A COMPLETE GUIDE TO ACCOUNT BASED MARKETING (ABM)

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In the digital era – where a potential audience and customer-base is global – the temptation is to cast the biggest net over the widest area possible. It’s an enticing prospect and it has helped perpetuate sales and marketing as a high volume business. Unfortunately, it’s also turning it into a low ...

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BUILDING YOUR DEMAND FUNNEL BUILDING YOUR DEMAND FUNNEL

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That’s because the B2B buyer is now entrenched in an age of ‘information abundance’ with all the resources they need to self-educate. In fact, it now takes an average of 19 months to create a new B2B customer and seven touches to convert a ‘prospect’ to a ‘customer’. It all means marketing’s role ha...

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Demand Generation: Building A Predictable Marketing Pipeline for Sales Success DEMAND GENERATION: BUILDING A PREDICTABLE MARKETING PIPELINE FOR SALES SUCCESS

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We are in the wild west phase of Demand Generation, with pioneers leading the charge, and some settlers starting to own processes and approaches that are proving valuable. In 2015 there will be a greater focus on best practice and learning around the most effective tools, processes and talent necess...

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Best Practices in Segmentation BEST PRACTICES IN SEGMENTATION

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“Segmentation” is a concept coined in economics and put to good use in marketing. In the ancient past (say 2005 or so), most of the ways marketers used to connect with prospects were broad-brush push strategies: mass media, direct mail, billboards, skywriting. Segments were hard to define and expens...

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6 Step Guide to B2B Demand Generation 6 STEP GUIDE TO B2B DEMAND GENERATION

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Demand Generation is a complex but highly effective B2B marketing strategy. It’s a targeted process that attracts and nurtures the right prospects for your company...

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CONNECTING PRODUCT MARKETING & DEMAND GENERATION CONNECTING PRODUCT MARKETING & DEMAND GENERATION

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As a product marketer, you nurture your relationships with your company’s product and sales teams, which help you to excel at launching your products into the market. But, unless you’re also working closely with your company’s demand generation team to nurture prospects and customers, you may be mis...

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The Demand Generation Marketer’s Guide to LinkedIn Marketing Solutions THE DEMAND GENERATION MARKETER’S GUIDE TO LINKEDIN MARKETING SOLUTIONS

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The buyer’s journey has grown increasingly complex. If you want to reach, engage, and ultimately convert today’s research-savvy buyers, you’re going to have to change your demand generation strategy. Discover how you can leverage the newly expanded LinkedIn platform to reach more of the right people...

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Account-Based Marketing Campaigns ACCOUNT-BASED MARKETING CAMPAIGNS

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Drive higher performance campaigns that directly align with sales by employing an Account-Based Marketing (ABM) strategy. This is different than traditional criteria-based marketing approaches because ABM focuses on penetrating accounts that are specifically identified by sales. This builds immediat...

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The Beginner’s Blueprint to Account-Based Marketing THE BEGINNER’S BLUEPRINT TO ACCOUNT-BASED MARKETING

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Account-based marketing has its roots in the 1990s, when B2C and B2B companies alike began to realize the need for more personalized marketing. In 1993, Don Peppers and Martha Rogers published their landmark The One-to-One Future, which forecasted the movement from mass marketing to the more 1:1 mar...

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Using Math to Determine the Time it Will Take to Reach Your Target Market USING MATH TO DETERMINE THE TIME IT WILL TAKE TO REACH YOUR TARGET MARKET

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Our sales and marketing disciplines are quickly moving away from the form of “art” to a predictable, forecastable and repeatable science based on math. Companies that recognize this and implement it within their sales organizations will have a serious competitive edge. As sales and marketing executi...

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THE 2016 GUIDE TO B2B ACCOUNT-BASED TARGETING THE 2016 GUIDE TO B2B ACCOUNT-BASED TARGETING

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For many years, companies have been using sales segmentation to narrow down lists of accounts into categories who are likely to become prospects or customers. But just looking at high-level data like company size, industry, or geographic region is only a small part of the overall picture. Modern dat...

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The Missing Link for Account-Based Marketing Success THE MISSING LINK FOR ACCOUNT-BASED MARKETING SUCCESS

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“ABM is not something you can immediately start executing on. For it to be successful, you first need to have a strategy in place, and a critical part of this strategy is understanding your buyers and customers at an in-depth level. When done right, journey maps can provide you with valuable insight...

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The Account-Based Marketing Consortium THE ACCOUNT-BASED MARKETING CONSORTIUM'S DEFINITIVE ABM SUCCESS GUIDE

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While it is well resolved that Account-Based Marketing is a desired approach for todays’ B2B marketer what is less resolved is a grounded understanding as to exactly what the practice is and how to do it in a way that will maximize results. The following report has successfully characterized each un...

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The Grande Guide to Social Demand Generation THE GRANDE GUIDE TO SOCIAL DEMAND GENERATION

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You’re busy. Time is precious. Our Grande Guide series of e-books deliver subject matter proficiency in about the time it takes to down your morning coffee – and maybe scarf down a bagel. This Grande Guide tackles the tough subject of using social media to generate leads...

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The 8 Pillars of Demand Generation for Revenue Acceleration THE 8 PILLARS OF DEMAND GENERATION FOR REVENUE ACCELERATION

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The Definitive Best-Practice Resource for Modern Marketing Leaders Introducing the EIGHT Pillars of Demand Generation for Revenue Acceleration Demand generation and lead generation are often used synonymously, but they are actually quite different...

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Using an Integrated Demand Generation Strategy to Drive Business Growth USING AN INTEGRATED DEMAND GENERATION STRATEGY TO DRIVE BUSINESS GROWTH

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For most companies, there are never enough qualified leads and it’s increasingly difficult to drive alignment between marketing and sales. But that alignment is key for creating an effective demand generation process. Today’s buyer is farther down the funnel and armed with more information about you...

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Guide: All You Need to Know… and More! About Target Account Based Marketing GUIDE: ALL YOU NEED TO KNOW… AND MORE! ABOUT TARGET ACCOUNT BASED MARKETING

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Who should read this “orange paper” about Target Account Based Marketing? Continue reading if you value learning about how to be successful using Target Account Based Marketing strategies. If you don't even know what Target Account Based Marketing is, you really need to keep reading...

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Digital Signage Solution Targeted Advertising DIGITAL SIGNAGE SOLUTION TARGETED ADVERTISING

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Targeted advertising for out-of-home displays is an effective way to increase the return on advertising dollars. TruMedia’s PROM (ProActive Marketing Solution) enables real-time advertising that targets the current audience, without relying on statistical audience models or on viewer cooperation...

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Oracle Marketing Segmentation Guide ORACLE MARKETING SEGMENTATION GUIDE

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This software and related documentation are provided under a license agreement containing restrictions on use and disclosure and are protected by intellectual property laws. Except as expressly permitted in your license agreement or allowed by law, you may not use, copy, reproduce, translate, broadc...

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Overview of Market Segmentation OVERVIEW OF MARKET SEGMENTATION

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Targeted recruitment considers the unique needs of the children and youth in need of foster and adoptive families and develops recruitment strategies and messages based on their needs. Effective targeted recruitment uses demographic data to inform its understanding of recruiting for the specific nee...

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5 Ways AdTech Can Scale Account-Based Marketing 5 WAYS ADTECH CAN SCALE ACCOUNT-BASED MARKETING

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This is where account-based marketing(ABM) comes into the picture. ABM allows you to target your marketing (typically with online display advertising) on the account level rather than at the individual level. This means that you can serve up your marketing messages via online ads to your target acco...

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The Strategy of Demand Generation THE STRATEGY OF DEMAND GENERATION

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Demand Generation is strategic. Now you know in which direction this paper is going. It’ll discuss where Demand Generation fits into a business and why it must be strategic to be of any value, why it’s not just a numbers game...

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Demand Generation Services DEMAND GENERATION SERVICES

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TechnologyAdvice is a B2B demand generation company that specializes in connecting buyers and sellers of business technology. We believe connecting with your future customers should be simple. Our highly customizable, multichannel services can fill your pipeline at any stage in the sales process and...

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Demand Generation - CEB DEMAND GENERATION - CEB

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As a demand generation manager, you are the guardian of disruption in the 57%. The average B2B customer is 57% of the way through the purchase decision before they meaningfully engage sales reps. In that time, they are learning about their problem, what constitutes the solution, and suppliers who ca...

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How to Drive An Effective Demand Generation Strategy HOW TO DRIVE AN EFFECTIVE DEMAND GENERATION STRATEGY

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It’s no secret: B2B buying patterns are changing. In the past, buyers had few options to acquire information on their own and depended on the sellers for details about products and companies. As a result, sales reps were in control of the buying process...

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2014 B2B Enterprise Demand Generation Survey 2014 B2B ENTERPRISE DEMAND GENERATION SURVEY

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Most surveys of this nature feature a high majority of respondents from the SMB space, and ANNUITAS felt that it was important to uncover more information about how the largest companies run their marketing— uncovering where many organizations are lacking and shining a light on areas for improvement...

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DEMAND GENERATION SUPPORT SERVICES DEMAND GENERATION SUPPORT SERVICES

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InfoAnalytica supports its customers with highly effective demand generation support and lead qualification services. Under this area, infoAnalytica performs primary and secondary research by qualifying them against parameters that provide the customer with a strong indication of whether the contact...

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CHANGE MANAGEMENT STAYING RELEVANT, PRODUCTIVE, AND SANE IN THE CHANGING LANDSCAPE OF DEMAND GENERATION CHANGE MANAGEMENT STAYING RELEVANT, PRODUCTIVE, AND SANE IN THE CHANGING LANDSCAPE OF DEMAND GENERATION

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There is no debating that the complex buyer’s purchase process, unlimited access to information and “self-driven” buying processes have had a monumental impact on how B2B marketing and sales professionals need to operate...

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THE NEW Demand Generation: PERSONAS, PERSONALIZATION & PROGRAMMATIC MARKETING THE NEW DEMAND GENERATION: PERSONAS, PERSONALIZATION & PROGRAMMATIC MARKETING

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Strategies are more sophisticated, processes are automated and campaigns have reached an unprecedented level of personalization. What’s the push behind all this change? A new buyer’s journey...

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Visual Discovery Tools: Market Segmentation and Product Positioning VISUAL DISCOVERY TOOLS: MARKET SEGMENTATION AND PRODUCT POSITIONING

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Most visual discovery products were designed for individual users and then scaled to support workgroup and departmental applications...

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How To Build A Demand Centre HOW TO BUILD A DEMAND CENTRE

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Technology. People. Process. The Demand Centre model is a combination of all these elements in a centralised resource. Designed to manage, test and expand marketing campaigns across business units and regions the Demand Centre is an integral asset for businesses looking to improve campaign performan...

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THE MARKETER THE MARKETER'S GUIDE TO DIGITAL DEMAND GENERATION

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Creating an effective inbound marketing/demand generation strategy is incredibly important for your business. Not only does it create business opportunities and leads, it serves as a way to connect with existing and potential customers around a specific product or service, nurturing those leads unti...

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QUALITY ONLINE LEAD GENERATION, DEMAND GENERATION AND MARKETING SERVICES QUALITY ONLINE LEAD GENERATION, DEMAND GENERATION AND MARKETING SERVICES

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NetLine Corporation is a leading B2B performance-based integrated marketing company providing targeted online lead generation and marketing services for Advertisers, Marketers, and Publishers. We deliver high-quality leads and help maximize the profi tability of every customer interaction…

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Measuring Online Behavioural Advertising MEASURING ONLINE BEHAVIOURAL ADVERTISING

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Online Behavioural targeted Advertising (OBA) has risen in prominence as a method to increase the effectiveness of online advertising. OBA operates by associating tags or labels to users based on their online activity and then using these labels to target them. This rise has been accompanied by priv...

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AN ECONOMIC ANALYSIS OF ONLINE ADVERTISING USING BEHAVIORAL TARGETING AN ECONOMIC ANALYSIS OF ONLINE ADVERTISING USING BEHAVIORAL TARGETING

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Online publishers and advertisers have recently shown increasing interest in using targeted advertising online. Such targeting allows them to present users with advertisements that are a better match, based on their past browsing and search behavior and other available information (e.g., hobbies reg...

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5 Ways AdTech Can Scale Account-Based Marketing 5 WAYS ADTECH CAN SCALE ACCOUNT-BASED MARKETING

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Buyer habits are changing. Today’s B2B buyers want to engage with your marketing on their own terms, and they expect your marketing to cater to those expectations, whether they’re engaging on social media, online search, mobile, video...the list goes on…

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Hyper-Targeted Display Campaigns Reaching the Most Qualified Consumers HYPER-TARGETED DISPLAY CAMPAIGNS REACHING THE MOST QUALIFIED CONSUMERS

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Given the level of market saturation, advertisers need to focus on strategies that get their message in front of specific audiences. Digital platforms don't have the advertising limitations of a traditional medium like billboards…

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Using Choice-Based Market Segmentation to Improve Your Marketing Strategy USING CHOICE-BASED MARKET SEGMENTATION TO IMPROVE YOUR MARKETING STRATEGY

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Segmentation studies are complex and expensive undertakings that often come with high expectations. Typically, segmentation studies are initiated because chief marketing officers and other C-suite executives want a road map to guide the growth and strategies of brands and businesses…

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Zero-in targeting ZERO-IN TARGETING

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Since the onset of digital advertising, choices in tactics have grown exponentially. Marketers are increasingly relying on contextual signals and utilizing collected data to precisely target consumers as they surf the Internet to make buying decisions…

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Link Between Demand Generation And Sales Revenue LINK BETWEEN DEMAND GENERATION AND SALES REVENUE

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Effective stages of Demand Generation: Read this whitepaper to understand how you can begin a demand generation program using your current marketing budget and tools...

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Demand Generation: Getting The Results You Seek DEMAND GENERATION: GETTING THE RESULTS YOU SEEK

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Modern marketers are tasked with provide supporting metrics, filling up the pipeline with quality leads and ensuring ROI while maximizing budgets and resources. Many are turning to a marketing automation platform for support in handling the complete demand generation process...

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7 Must Do Demand Generation Tactics 7 MUST DO DEMAND GENERATION TACTICS

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Demand generation requires a healthy mix of varied demand generation tactics that straddle all of the channels — from websites to email to events — where your target audience resides...

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The Clear & Complete Guide to Account Based Marketing THE CLEAR & COMPLETE GUIDE TO ACCOUNT BASED MARKETING

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B2B demand generation has almost completely re-invented itself over the last decade. The collision of inbound, content marketing, lead nurturing, marketing automation, analytics, email, search, social media and native advertising has transformed the discipline from a dark art to an increasingly data...

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REENGINEERING YOUR LEAD FLOWS TO ENABLE ACCOUNTBASED MARKETING REENGINEERING YOUR LEAD FLOWS TO ENABLE ACCOUNTBASED MARKETING

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John Salesman represents an up-and-coming B2B technology company, and he’s having a bad day. It’s the end of another quarter, and again he’s come up short on quota…

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The B2B Marketers Guide to Account-Based Marketing THE B2B MARKETERS GUIDE TO ACCOUNT-BASED MARKETING

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There’s never been a more challenging or exciting time to be a B2B marketer. As Account-Based Marketing becomes more widely used, we’ll see an influx of innovative, personalized marketing programs that drive real revenue. By taking the first step today, you’ll be setting your organization and career...

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The Complete Do-It-Yourself Guide to Account-Based Marketing THE COMPLETE DO-IT-YOURSELF GUIDE TO ACCOUNT-BASED MARKETING

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According to research firm SiriusDecisions, 92 percent of companies recognize the value of ABM – describing it as either “extremely important” or “very important.” But at the same time, SiriusDecisions found that only 20 percent of businesses had an ABM strategy in place for more than one year. If t...

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Account-Based Marketing in 2013 ACCOUNT-BASED MARKETING IN 2013

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Account-based marketing (aka named account or strategic account marketing) is gaining traction in the B2B space as a smarter way to market with limited resources…

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The Big 5 Metrics of Account-Based Marketing THE BIG 5 METRICS OF ACCOUNT-BASED MARKETING

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Account-based marketing is a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts…

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Opportunity Knocks: Uncovering Potential with Account Based Marketing OPPORTUNITY KNOCKS: UNCOVERING POTENTIAL WITH ACCOUNT BASED MARKETING

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In recent years, every organization is jumping into marketing automation (MA) as the be-all, end-all platform to capture and sort leads. But is it enough to simply let your MA machine do all the work? How come only 50% of marketing generated leads are ever follow up by sales? Why can’t we convert mo...

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Targeting & Segmentation TARGETING & SEGMENTATION

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In this context the term "prospect" means "anyone whom you are trying to get to do or buy what you want in the context of your campaign." In general we are talking about new people or businesses that we do not know, but occasionally we may also mean existing customers to whom we wish to sell somethi...

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The Blame Game: Whose Responsibility is Demand Generation? THE BLAME GAME: WHOSE RESPONSIBILITY IS DEMAND GENERATION?

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When the flow of wins coming out of your sales department begins to slow down, the natural thing to do is to reexamine your sales strategy—and even your sales personnel. But before you dive into more sales training, more sales hiring, or new sales leadership, stop and consider whether you’re taking ...

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Droplet on Demand Generation and Pairwise Merging DROPLET ON DEMAND GENERATION AND PAIRWISE MERGING

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This application note demonstrates the ability of the Mitos Dropix® Droplet Merging System to reproducibly generate and subsequently merge droplets from tens to hundreds of nanolitres with a wide range of volume ratios...

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Marketing is about Selling Stuf MARKETING IS ABOUT SELLING STUF

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Demand Generation, or some variant of this term is a hot topic in marketing. With the fracturing of media, the escalating cost of sales calls, and the shrinking availability of prospect time, smart companies are looking for a way to advance their prospects through marketing initiatives...

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Digital Demand Generation DIGITAL DEMAND GENERATION

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Our integrated digital marketing strategies are proven to increase online market share, lower acquisition costs, and penetrate new markets...

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Effective stages of Demand Generation EFFECTIVE STAGES OF DEMAND GENERATION

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Whilst revenue is an obvious outcome from a successful demand generation programme, there are other benefits too...

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The New State of Account-Based Marketing THE NEW STATE OF ACCOUNT-BASED MARKETING

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Account based marketing (ABM) evolved in the 1990’s as an alternative to mass marketing to help marketers and sales people concentrate on penetrating the accounts which best fit your business’ focus. The strategy facilitates a better view of the entire customer lifecycle for groups of target decisio...

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Learn to Speak Demand Generation guide LEARN TO SPEAK DEMAND GENERATION GUIDE

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We all know the world of marketing is changing and that the changing behaviour of buyers is at the heart of those changes. We also know that long-term Demand Generation programmes are the intelligent way to communicate with buyers and generate more business. This phrase book will help you learn and ...

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B2B State of Enterprise Demand Generation Report B2B STATE OF ENTERPRISE DEMAND GENERATION REPORT

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Do you understand what Demand Generation actually is? Are you suffering with the same issues as the rest of the industry? Perhaps you’re struggling to get the most of your Demand Generation activity? Well you’re not alone. This report created in partnership with Marketo and B2B Marketing provides th...

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Making Demand Generation work in the Construction industry MAKING DEMAND GENERATION WORK IN THE CONSTRUCTION INDUSTRY

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In the UK today, around 93% of builders are recognised as heavy Internet users, and 70% of them buy products online. Likewise, construction industry customers are increasingly engaging in social media as a source of information, and more importantly, recommendation…

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Outcome-Based Segmentation OUTCOME-BASED SEGMENTATION

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Most companies segment their markets—but few have used segmentation to proactively gain a disruptive foothold into new markets. A new approach to segmentation offers companies a better way to formulate their market, product and branding strategies...

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Market Analytics & Segmentation MARKET ANALYTICS & SEGMENTATION

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If you’re a modern marketer, relevance is the new black. Just reaching your target consumers isn’t enough to earn their attention. You need to speak to them in a way that deeply reflects their personal needs, desires, and lifestyles...

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8 DEMAND GENERATION PROMISES YOUR BUSINESS SHOULD MAKE FOR 2015 8 DEMAND GENERATION PROMISES YOUR BUSINESS SHOULD MAKE FOR 2015

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2015 is set to be an even more interesting year in the world of B2B business. After a decade of the buying environment shifting irreversibly year-on-year, the best businesses are growing in confidence with new approaches to drive business in the era of the empowered buyer...

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SURVEY REPORT: A LOOK AT THE CONTENT AND TECHNOLOGY DRIVING TODAY’S DEMAND GENERATION SURVEY REPORT: A LOOK AT THE CONTENT AND TECHNOLOGY DRIVING TODAY’S DEMAND GENERATION

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n an effort to gain insight into the marketing technologies, tactics, and content that B2B organizations are currently using to support effective demand generation, TechValidate and Spear Marketing Group recently partnered to conduct a survey among B2B marketing professionals...

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SPECIAL REPORT: B2B Marketers Turn To Account-Based Strategies To Improve Targeted Messaging SPECIAL REPORT: B2B MARKETERS TURN TO ACCOUNT-BASED STRATEGIES TO IMPROVE TARGETED MESSAGING

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More than one third (34%) of B2B buyers report that the number of team members involved in buying decisions has increased over the past year, according to Demand Gen Report’s 2014 B2B Buyer Behavior Survey. Also, over half (55%) of respondents stated they have at least three team members that take p...

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8 Questions You Should Ask Yourself About Your Demand Gen Strategy 8 QUESTIONS YOU SHOULD ASK YOURSELF ABOUT YOUR DEMAND GEN STRATEGY

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Now that you have answered some basic questions about your demand gen strategy and investigated the implications of each, you should be able to draw a reasonable conclusion about how to proceed...

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Overcoming the Two Biggest Resource Constraints of B2B Demand Generation OVERCOMING THE TWO BIGGEST RESOURCE CONSTRAINTS OF B2B DEMAND GENERATION

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Demand generation is about creating a presence in the minds of your prospective buyers. It’s about establishing a connection with your brand as a solution for buyers who need to solve specific problems...

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Demand Generation - Extending your research DEMAND GENERATION - EXTENDING YOUR RESEARCH

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Using new market insight based on independent research has become central to how tech brands stimulate their market. Core to this approach is thought leadership, supported by a media relations campaign...

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4 Ways Better Market Segmentation Leads To Higher Sales 4 WAYS BETTER MARKET SEGMENTATION LEADS TO HIGHER SALES

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Personalization and customization due to better market segmentation go hand-in-hand to drive unprecedented gains in sales. Instead of one or two attributes to define four or five segments, we can use 10-12 attributes to create tens of thousands of segments...

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Introduction to Demand Generation INTRODUCTION TO DEMAND GENERATION

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Normal data analysis looks at how a sampled group responds to individual questions, with the most popular answers indicating the market trend...

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Geolocation Tools and Geographical Market Segmentation GEOLOCATION TOOLS AND GEOGRAPHICAL MARKET SEGMENTATION

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Websites and online content providers often use technical means to ascertain the geographical location of potential visitors. They do this for a variety of socially beneficial purposes, including localizing content, fighting online fraud and complying with local laws and regulations. Proposed bans o...

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Grande guide to social demand generation GRANDE GUIDE TO SOCIAL DEMAND GENERATION

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Demand generation is the strategies and tools marketing uses to identify prospects, nurture them, and turn them into leads. In today’s business environment - where buyers can access a seemingly unlimited amount of resources about your brand and industry - understanding prospect preferences and needs...

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HUBSPOT FOR WORDPRESS SITES Demand Generation Scenario Test HUBSPOT FOR WORDPRESS SITES DEMAND GENERATION SCENARIO TEST

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In our test scenario we envision a company that is positioning itself as a subject matter expert and looking to drive conversions for a SAAS platform offering. To enable an implicit lead scoring filter, a piece of content has been generated and an email blast is sent to a mailing list with a call to...

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A Beginner’s Guide to Brand Control & Demand Generation A BEGINNER’S GUIDE TO BRAND CONTROL & DEMAND GENERATION

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All organizations that maintain a partner community know that there is a significant amount of time and resources spent on keeping these relationships active, up-to-date and profitable. A Forrester report called Trends in CrossChannel Campaign Management stated, “the top challenges in campaign manag...

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DEMAND GENERATION 2014 DEMAND GENERATION 2014

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Whitepapers have a long history of effectiveness, but their role is evolving as video quickly gains adoption in the marketplace. They are inherently more consumable and more shareable, especially among busy executives. The best-in-class companies will combine the strengths of video and whitepapers, ...

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HOW VIDEO IS TRANSFORMING B2B DEMAND GENERATION HOW VIDEO IS TRANSFORMING B2B DEMAND GENERATION

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Whitepapers have a long history of effectiveness, but their role is evolving as video quickly gains adoption in the marketplace. They are inherently more consumable and more shareable, especially among busy executives. The best-in-class companies will combine the strengths of video and whitepapers, ...

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2015 B2B Enterprise Demand Generation Study 2015 B2B ENTERPRISE DEMAND GENERATION STUDY

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What has changed in the last year for B2B Enterprise marketers? Have we made progress - moving away from tactical to become more strategic in our demand generation? How do we rate our demand generation teams in terms of effectiveness…

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Demand Generation Professional Handbook DEMAND GENERATION PROFESSIONAL HANDBOOK

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Is your demand generation engine firing on all cylinders? Are your demand generation programs aligned with your organization’s revenue goals? Are your programs producing enough quality leads? Are your sales and marketing organizations aligned? If your answer is “no” to any of these questions...

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The Complete Guide to Targeted B2B Advertising THE COMPLETE GUIDE TO TARGETED B2B ADVERTISING

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To understand how to do this, you first have to understand the concept of the right buyer and their journeys. To succeed in any form of marketing – particularly display advertising – you need to be laser focused on the segments, personas, and channels that matter to your overall go-to-market strateg...

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ACCOUNT BASED MARKETING ACCOUNT BASED MARKETING

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Today’s buyers are educated and know how to get access to the resources they need to research and make a purchase decision without the need for a sales person to hand hold them through the process...

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Leadspace for Account-Based Marketing LEADSPACE FOR ACCOUNT-BASED MARKETING

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Account-based marketing (ABM) is a strategic approach that focuses B2B sales and marketing efforts on a defined set of companies (accounts), allowing a more personalized, targeted, holistic approach not just to individuals, but to multiple decision makers, influencers and champions within each compa...

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Account Based Retargeting: Boost your BtoB retargeting! ACCOUNT BASED RETARGETING: BOOST YOUR BTOB RETARGETING!

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Every day you aim to improve your marketing practices. And every day the same questions cross your mind: how can my actions be more effective? How can they reach the right people, and how can they generate more sales? Even though most of the time you can optimize your actions, there may come a point...

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RingCentral Enables Account-based Marketing while Reducing Costs and Driving Significant Pipeline with Leadspace Platform RINGCENTRAL ENABLES ACCOUNT-BASED MARKETING WHILE REDUCING COSTS AND DRIVING SIGNIFICANT PIPELINE WITH LEADSPACE PLATFORM

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RingCentral, the leading provider of SaaS solutions for business communications, runs one of the most sophisticated demand-generation programs in B2B. Despite the success of their inbound marketing, the company recognized they were missing out on many potentially-valuable opportunities because leads...

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B2B Market Segmentation B2B MARKET SEGMENTATION

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The target market for any B2B product or service is not one homogeneous mass. Rather, it can usually be divided into several distinct groups based on who they are, how they behave, what they want or what they think. The most common approach to segmentation in B2B markets is feature based. Here the t...

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9 Ways Market Segmentation Improves Business Success 9 WAYS MARKET SEGMENTATION IMPROVES BUSINESS SUCCESS

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What is Market Segmentation? Market segmentation divides a target market into logical subgroups based on some combination of demographic, psychographic, attitudinal or behavioral variables. The resulting model allows an organization to fine-tune its activities and strategies to address specific mark...

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The Demand Generation Business Model Review THE DEMAND GENERATION BUSINESS MODEL REVIEW

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What value does your B2B content marketing agency give you? In the Journey, we detail the strategic demand generation services you can employ to drive value from above the B2B marketing sales funnel to return qualified, sales-ready leads. From buyer focused content that aligns with B2B buying behavi...

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Account Based Marketing - The Golden Bullet ACCOUNT BASED MARKETING - THE GOLDEN BULLET

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Key Accounts. Group Accounts. Strategic Accounts. Tier 1 Accounts. Whatever you call it doesn’t really matter, it is all the same. You’re trying to focus on growing accounts of high value for your business. Get The Golden Bullet – your guide to Account Based Marketing (ABM) to help you target new ac...

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State of Pipeline Marketing How B2B Marketers Drive Growth 2015 STATE OF PIPELINE MARKETING HOW B2B MARKETERS DRIVE GROWTH 2015

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As marketers we have access to numerous platforms and channels. We constantly adapt our strategies as technology changes. Pipeline marketing is how we remain focused on the outcome of marketing: revenue. Pipeline marketing helps us understand the true impact of marketing by providing insights into o...

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Listening, Segmentation, Automation: 10 Tips for Laying the Foundation for a Strong Digital Marketing Program LISTENING, SEGMENTATION, AUTOMATION: 10 TIPS FOR LAYING THE FOUNDATION FOR A STRONG DIGITAL MARKETING PROGRAM

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Many marketing white papers talk a lot about specific tactics and how to maximize your approach to one key task. Having better calls to action and delivering the best offers by working closely with your business stakeholders are excellent strategies to drive more revenue. But sometimes, the advice c...

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Segmentation: Foundation of Marketing Strategy SEGMENTATION: FOUNDATION OF MARKETING STRATEGY

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One purpose of marketing is to identify customers’ needs and consequently determine the best way to meet those needs. However, it is nearly impossible for organizations to satisfy every customer’s unique needs. Instead, it is more efficient to allocate resources to target specific groups of customer...

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Discover how and why Research-Based Demand Generation works for marketing software and data companies, and digital marketing agencies. DISCOVER HOW AND WHY RESEARCH-BASED DEMAND GENERATION WORKS FOR MARKETING SOFTWARE AND DATA COMPANIES, AND DIGITAL MARKETING AGENCIES.

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According to a CMO Council study, research reports are the most influential type of content marketers use. Research-Based Demand Generation is a process we developed to generate leads with research content of interest to your target customers, and nurture those leads in the name of your brand to sal...

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Data-Driven Demand Generation and Reporting Accelerates Revenue Growth for GuideSpark DATA-DRIVEN DEMAND GENERATION AND REPORTING ACCELERATES REVENUE GROWTH FOR GUIDESPARK

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GuideSpark is a fast-growing company with a huge target market. The company delivers employee engagement and communications video solutions across all industries for common human resource communication needs such as onboarding, benefits, compliance, 401(k) information, financial wellness, and more. ...

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Account-Based (ABM) Advertising Solution Sheet ACCOUNT-BASED (ABM) ADVERTISING SOLUTION SHEET

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Increase brand visibility, in¬uence buyers, and grow site tra c by serving display ads to users at your B2B target accounts. Kwanzoo’s account-based (ABM) advertising solutions uniquely integrate display advertising, MAP/CRM and IP-based targeting technologies. Buy media e ciently and deliver engagi...

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An Introduction to Inbound Marketing AN INTRODUCTION TO INBOUND MARKETING

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Inbound marketing refers to marketing activities that bring in potential customers, rather than outbound marketing, which relies on marketers having to go out to get prospects' attention. In both inbound and outbound marketing, each potential customer, whether it’s a person or a company, is consider...

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The Payoff Of Account Based Marketing: 6 Critical Steps To Targeting Key Accounts THE PAYOFF OF ACCOUNT BASED MARKETING: 6 CRITICAL STEPS TO TARGETING KEY ACCOUNTS

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The shotgun approach to marketing is missing the target. That's why companies from a wide range of industries are turning to Account Based Marketing (ABM) to reach the key decision makers. This E-book will show you the six key steps to using ABM to engage the right decision makers at your dream acco...

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ACCOUNT BASED MARKETING TARGETING WITH INTENT ACCOUNT BASED MARKETING TARGETING WITH INTENT

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This whitepaper demonstrates why account based marketing continues to gain momentum and why you should consider implementing an intent-driven ABM program in your organization. Account based marketing is far more than a nice-to-have solution for B2B marketers. It has become an indispensable part of t...

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Market Segmentation: The Business Case MARKET SEGMENTATION: THE BUSINESS CASE

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These are difficult times due to the worldwide competition, limited budgets, and the relentless need to deliver constant profits and sustained growth. How can you increase revenues, decrease costs and reduce risk using your existing resources? The way to do it all is to focus on market segments — se...

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Market segmentation MARKET SEGMENTATION

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Before designing any sort of marketing strategy, organizations should have a thorough understanding of their best potential customers. Enter market segmentation. Market segmentation involves dividing your market into groups of consumers sharing similar priorities—then, targeting them with specific, ...

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How Intent Data Can Drive Demand Generation HOW INTENT DATA CAN DRIVE DEMAND GENERATION

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The B2B customer journey is ever evolving, and now customers are surrounded with more data than ever before. By understanding and leveraging intent, you can construct effective media programs to reach buyers who are in market for your solutions. This presentation (originally given at the 2016 B2B C...

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4 Ways Marketers Can Boost Their Demand Gen Results 4 WAYS MARKETERS CAN BOOST THEIR DEMAND GEN RESULTS

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Over the past decade, the explosion of digital information and access to social networks has completely transformed the purchase journey for B2B customers, as well as the marketing and sales process for B2B companies. A foundational step in addressing the changes in buying behavior has been through ...

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TECH-DRIVEN DEMAND GENERATION TECH-DRIVEN DEMAND GENERATION

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The journey doesn’t stop when prospects enter your pipeline, just like smart demand marketing doesn’t end with the original media investment. Closed-loop integrations with your marketing automation and CRM systems allow KPI data to be passed back to the Integrate dashboard to reveal which campaigns,...

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5 ways a creative agency can boost your demand generation 5 WAYS A CREATIVE AGENCY CAN BOOST YOUR DEMAND GENERATION

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Great design not only speaks volumes about a company’s professionalism, quality and positioning in the market but is also critical to getting traction with almost any demand generation campaign. Below are 5 examples of how your creative agency can get your brand on your audience’s radar and directly...

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Account-Based Marketing The Art of the Start ACCOUNT-BASED MARKETING THE ART OF THE START

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Account-Based Marketing (ABM) offers many promises around customer growth and retention. While not a new concept, both data-driven marketing approaches and new marketing tools have given ABM a resurgence of late, making it a practical approach for any sized organization. To be successful, ABM progra...

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The 7 Principles Of IT B2B Demand Generation THE 7 PRINCIPLES OF IT B2B DEMAND GENERATION

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When it comes to IT and software sales in the B2B space, a lengthy sales process is hardly uncommon. In part, that’s due to the highly technical products and services being sold, many of which require complex configuration and an extensive implementation process. For many companies, however, those l...

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Five Key Points to Consider When Choosing a Demand Generation Solution FIVE KEY POINTS TO CONSIDER WHEN CHOOSING A DEMAND GENERATION SOLUTION

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Savvy B2B marketers are recognizing the limits of today's email marketing and web analytics applications for generating qualified sales leads and are switching to a demand generation solution to ensure a continuous stream of qualified leads. Find out what you need to know to make a purchase that mee...

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HOW TO PROFIT FROM ACCOUNT-BASED MARKETING HOW TO PROFIT FROM ACCOUNT-BASED MARKETING

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Every few years a “hot new thing” dominates the marketing conversation – hitting the industry with a tsunami of media and a surge of hype. Five years ago it was inbound marketing; after that, demand generation took center stage. In both cases, an interesting trend accompanied the hype. As B2C and B2...

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Demand Generation 101: A Marketer’s Guide to the Tools & Tactics that Drive Engagement & Pipeline DEMAND GENERATION 101: A MARKETER’S GUIDE TO THE TOOLS & TACTICS THAT DRIVE ENGAGEMENT & PIPELINE

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Demand generation can be a tricky term for marketers. Different people define it in different ways, and many see it as pretty much the same thing as lead generation: the process of attracting prospects, identifying them, and moving them into an organization’s sales funnel. Today, however, demand gen...

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Intro to Automated Outbound Demand Generation What It Means, Why It Matters and How to Get Started INTRO TO AUTOMATED OUTBOUND DEMAND GENERATION WHAT IT MEANS, WHY IT MATTERS AND HOW TO GET STARTED

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Today’s demand generation marketers are experiencing increasing pressure to discover new prospects, drive sales pipeline and generate revenue, all while creating and executing new programs, managing vendor relationships, analyzing data…the list goes on. Fortunately, for all of these initiatives, the...

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Demand Gen Reimagined How Converging MarTech and AdTech Affects Demand Marketing DEMAND GEN REIMAGINED HOW CONVERGING MARTECH AND ADTECH AFFECTS DEMAND MARKETING

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Marketers are on the hook to deliver efficient, measurable, scalable demand-generation programs to fuel the sales pipeline and acquire customers, while delivering a personalized experience. This mandate is not new. For years, B2B marketers have reported that driving new prospective customer contacts...

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A Quick Start Guide to Planning Your Account-Based Marketing Road Map A QUICK START GUIDE TO PLANNING YOUR ACCOUNT-BASED MARKETING ROAD MAP

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Account-Based Marketing (ABM) has been gaining much attention among B2B organizations over the last two years. A longestablished, originally sales-based strategy, ABM calls for marketers to focus on decisionmakers within specifically targeted companies that best fit for the marketer’s solutions and ...

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DEMAND GENERATION IN A DISAPPEARING SALES CYCLE DEMAND GENERATION IN A DISAPPEARING SALES CYCLE

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The sales cycle is no longer in the hands of sales. Today, the consumer is in control and spends a majority of their purchase decision-making process researching products on their own. As a result, the task of the modern marketer is educate and qualify consumers during this decision-making process, ...

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The Strategy of Demand Generation THE STRATEGY OF DEMAND GENERATION

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Demand Generation is strategic. Now you know in which direction this paper is going. It’ll discuss where Demand Generation fits into a business and why it must be strategic to be of any value, why it’s not just a numbers game. First: what is Demand Generation? A useful definition is “the focus of ta...

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Guide To Removing Obstacles For Account-Based Marketing GUIDE TO REMOVING OBSTACLES FOR ACCOUNT-BASED MARKETING

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With every new system a business tries, there is a set of obstacles to overcome. Research shows that 41% of companies say they are making account-based marketing a priority. That means more businesses than ever are faced with a variety of obstacles that can slow the success of going beyond net leads...

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Arrow IBM Demand Generation Programme ARROW IBM DEMAND GENERATION PROGRAMME

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The Arrow IBM Demand Generation programme creates and nurtures a strong sales pipeline for our partners. Together, Arrow and IBM have invested heavily in this programme and we work hard behind the scenes before you receive a lead targeted to your skills set and specialisms. We fully qualify all lead...

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INTEGRATING THIRD-PARTY PROGRAMS WITH MARKETO TO FULLY AUTOMATE DEMAND GEN INTEGRATING THIRD-PARTY PROGRAMS WITH MARKETO TO FULLY AUTOMATE DEMAND GEN

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If you’re a Marketo customer, you’ve bet on the power of automation to gain efficiency, drive deeper prospect engagement and create sales pipeline and customers. This investment in Marketo’s technology enables you to more effectively leverage prospect information to nurture, score and converse with ...

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Make Marketing Matter MAKE MARKETING MATTER

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Marketing has been undergoing a transformation. Success in marketing today has moved beyond aligning sales and marketing, or aligning various marketing groups. Today marketing is at the epicenter of the organization. Gone are the days in which innovative products and great people were sufficient for...

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2016 DEMAND GENERATION BENCHMARK REPORT 2016 DEMAND GENERATION BENCHMARK REPORT

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Demand generation budgets will continue their upward trajectory in 2016, with more than two-thirds (67%) of marketers expecting an overall increase, and more than one-third (39%) of marketers expecting a rise of 20% or more, according to respondents to the 2016 Demand Generation Benchmark Report. Wh...

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Effective stages of Demand Generation EFFECTIVE STAGES OF DEMAND GENERATION

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There are many whitepapers, blogs and forums that discuss demand generation programmes. Many offer advice about the merits of using one automation system over another or the tactical benefits of this over that to boost response rates. Their initial standpoint is that B2B marketers understand what de...

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Five Critical Components: Building Successful B2B Demand Generation Plays for Channel Partners FIVE CRITICAL COMPONENTS: BUILDING SUCCESSFUL B2B DEMAND GENERATION PLAYS FOR CHANNEL PARTNERS

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You’ve heard that before, and with 91% of B2B marketers using content marketing1, emperor works well too. This means your marketing’s results will depend not only on the mediums and tactics you choose, but also on your choice of the best possible content. And, remember: Less is more. Really. People...

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The Channel Marketer’s Guide to Demand Generation THE CHANNEL MARKETER’S GUIDE TO DEMAND GENERATION

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This E-book will offer a detailed breakdown of new demand generation strategies, and what vendors need to provide to their partners to help them succeed. In addition to providing a series of best practices for improving demand generation across these marketing mediums, this E-book also will offer a ...

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Account Based Marketing ACCOUNT BASED MARKETING

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How can we target companies to reach the relevant consumers? My recommendations are use editorial content, returning visitors, not only bought traffic, Own + curated, Use a combination of Account Based Marketing and local search, Investigate what parts of your marketing, sales, customer service et...

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Account-Based Marketing 2015: RBI ACCOUNT-BASED MARKETING 2015: RBI

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How Medidata Delivered Results With ABM? A joint sales and marketing commitment aligned communications and customer empathy to deliver targeted planning, execution and measurement. Strategic account governance installed to create an environment of mutual understanding and joint innovation. Mechani...

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Driving B2B growth with account-based marketing DRIVING B2B GROWTH WITH ACCOUNT-BASED MARKETING

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In ABM, less is definitely not more. Successful ABM requires dedicated staff, preferably – as in the Juniper example – one marketer to one account. It can even work with the more typical scenario of one marketer looking after three to five accounts. The difficulty comes when marketing is asked to sc...

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2016 #FlipMyFunnel Account-Based Marketing Benchmark Survey Report 2016 #FLIPMYFUNNEL ACCOUNT-BASED MARKETING BENCHMARK SURVEY REPORT

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Account-based marketing is a rapidly changing field and technology is allowing B2B marketers to scale their efforts like never before. This opens the door great opportunities like FlipMyFunnel for marketers to come together and support each other by sharing best practices and stories. It also means ...

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ACCOUNT-BASED MARKETING beginner’s guide ACCOUNT-BASED MARKETING BEGINNER’S GUIDE

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Account-based marketing might have gained popularity only recently, but the concept can be traced back over 20 years. B2B organizations ran campaigns against target lists before marketing automation and inbound marketing came to be, but without much data or technological support, these campaigns lac...

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Developing an Account-Based Marketing Program A Workbook for Success DEVELOPING AN ACCOUNT-BASED MARKETING PROGRAM A WORKBOOK FOR SUCCESS

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A strategic approach marketers use to find, engage and nurture decision-makers at pre-defined accounts, account-based marketing (ABM) is making its way into B2B marketing plans everywhere. In many cases, it’s becoming a “must have” line item for 2016. More than just an initial engagement tactic, a f...

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THE PRACTICAL GUIDE TO ACCOUNT-BASED MARKETING MEASUREMENT THE PRACTICAL GUIDE TO ACCOUNT-BASED MARKETING MEASUREMENT

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If you’re in B2B marketing today, Account-Based Marketing (ABM) is likely sitting somewhere in your 2016 initiatives. It’s an exciting concept but one that requires a ton of research, planning and grunt work... and that’s before you send a single beautifully targeted email. It also might not be righ...

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ABM in a nutshell ABM IN A NUTSHELL

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Account-based marketing. It’s a term that’s been bandied around for a few years but ABM is now being adopted on a much larger scale. It is a highly targeted and real-time marketing technique that offers new possibilities. The key to successful ABM is to engage customers in a highly personalised way,...

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THE DEFINITIVE GUIDE TO PIPELINE MARKETING THE DEFINITIVE GUIDE TO PIPELINE MARKETING

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The Definitive Guide to Pipeline Marketing, brought to you by the company that coined the term. This hands-on guide will walk you through a number of thoughtprovoking and actionable takeaways high-performing B2B companies have adopted to drive revenue and accelerate growth.

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Account-Based Marketing: The Key to B2B Success ACCOUNT-BASED MARKETING: THE KEY TO B2B SUCCESS

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The rise of digital content on the Internet has changed the B2B buying process dramatically. In turn, this shift has required B2B marketers to change the way they think about their websites, content, and digital advertising. As we all know, marketers have more responsibility than ever before, becaus...

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High Performance ABM Capabilities – The Proven Account- Based Marketing Framework HIGH PERFORMANCE ABM CAPABILITIES – THE PROVEN ACCOUNT- BASED MARKETING FRAMEWORK

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Demand Metric has researched the practice of Account-Based Marketing (ABM) for nearly two years. Like other analyst firms, Demand Metric has established that the adoption of ABM is occurring at a rapid rate and awareness is very high. While not all B2B organizations have an ABM program deployed, alm...

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Account-based marketing – Fundamentals every B2B marketer must know ACCOUNT-BASED MARKETING – FUNDAMENTALS EVERY B2B MARKETER MUST KNOW

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We’ve thrown a lot at you. Now it’s your turn. You can take the steps and ideas we’ve explained here and use them to craft your own Account-Based Marketing plan. And remember, we’re always here to help. For more information, visit the Demandbase AccountBased Marketing Resources for additional insigh...

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Scale Account-Based Marketing with Predictive Analytics SCALE ACCOUNT-BASED MARKETING WITH PREDICTIVE ANALYTICS

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The B2B buying process has irrevocably changed (and will continue to do so). Buyers are more in control than ever – and it is up to brands to engage with them earlier in the buying cycle rather than waiting for the to raise their hands. At the same time, buyers are being inundated with content, so b...

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Building Your Target Account List: The Foundation to an Account-Based Marketing Approach in Four Steps BUILDING YOUR TARGET ACCOUNT LIST: THE FOUNDATION TO AN ACCOUNT-BASED MARKETING APPROACH IN FOUR STEPS

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While the worlds of B2B sales and marketing have undergone enormous change, one principle remains consistent: The more precisely aligned the sales and marketing organizations, the greater the likelihood of overall corporate success. The fulcrum upon which the sales-marketing relationship rests is, o...

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ABM Success Kit: Achieving Sales and Marketing Alignment ABM SUCCESS KIT: ACHIEVING SALES AND MARKETING ALIGNMENT

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Actionable insights to align Sales and Marketing around a common set of goals. In this Success Kit, you’ll learn how to: Identify the key stakeholders within your organization needed to build an ABM strategy Establish buy-in and create a target account list Determine a set of core KPIs agreed ...

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B2B Marketer’s Guide to Account-Based Website Personalization B2B MARKETER’S GUIDE TO ACCOUNT-BASED WEBSITE PERSONALIZATION

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When it comes to B2B, the website is a leading indicator of buying intent. In fact, every single deal that your sales team closes has touched your website at some stage of the buying process. But in this era of abundant data and choices, B2B marketers are finding it more difficult to capture the a...

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Account-Based Marketing at Scale Delivers Results ACCOUNT-BASED MARKETING AT SCALE DELIVERS RESULTS

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(ABM) can seem complicated, but when methodically divided into sequential steps and implemented with the help of technology, it can deliver significant results. In this Select Practice, we describe how Demandbase applied operational discipline and analytics to deliver ABM at scale, using technology ...