Demand Generation 101: A Marketer’s Guide to the Tools & Tactics that Drive Engagement & Pipeline

whitePaper | March 9, 2023

When the economy falters, buyer behavior changes. But the key questions CFOs always ask are: By how much? And how much will it affect the sales pipeline, the lifeblood of the business? To maintain a healthy balance sheet, it’s critical for CFOs to get those answers right. And that’s where things get tricky. When CFOs trim budgets with a too-heavy hand, they can cripple the business’ future growth. Conversely, if they don’t trim enough, the business can bleed out.

whitePaper | August 3, 2022

With the end of third-party cookies looming, many are left wondering, “What does this mean for my digital account-based marketing program? Can I even do advertising or ABM without third-party cookies?”

whitePaper | January 25, 2023

Intent data has been making waves in digital environments by improving customer interactions from that phase of initial interest, all the way to becoming a converted account. For the better part of a decade, data-driven observations of customer behavior have relied heavily on insights derived from first-party data - insight into what actions customers take directly on an organization’s website. While this approach has strong pros for increasing account growth or capitalizing on inbound leads, the decision making process in the buyer journey often starts long before a prospect lands on a business’ website.

whitePaper | December 10, 2022

Almost a decade ago, McKinsey Global Institute found that data-driven organizations are not only 23 times more likely to acquire customers, but also six times as likely to retain customers, and 19 times more profitable than their competitors. Yet in 2021, NewVantage Partners found that “only 24% of organizations are data-driven.” With the velocity, volume, and variety of data, it is not easy to go from data to insights to action. Organizations struggle with bad data, siloed data, and multiple versions of the truth. No longer is it about having enough data, the focus is on having the right data and knowing what to do with it once you do.

whitePaper | July 1, 2023

As we mentioned, today’s B2B buying committees can be composed of dozens of different roles spread across a business, and they typically have different objectives in mind. The CTO might be trying to determine how well a SaaS solution fits with their current tools and infrastructure, while the CFO may be focusing more on cost management and financial stability. Regardless of how well (or poorly) all of these different roles communicate with each other, they all do one thing when considering a new marketing technology solution: Research.

whitePaper | March 1, 2023

With Marketing Tools seeing the greatest spiking intent in both NAM (466,740 actively search businesses) and EMEA (46,129), what other topics are Marketing Ops professionals currently interested in? What are their most prominent pain points? Where are they looking to invest in the year ahead? In this report, discover key insights guiding MarTech vendors in their strive to capture demand in a changing market.