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Data Plus MarTech: HubSpot and Demandbase Join the Race

Customer Experience Matrix

The second was Demandbase ’s acquisition of data-as-a-service vendor WhoToo , which offers its own set of 250 million profiles relating to 70 million business processionals. The WhoToo acquisition marks a big step in the continued evolution of Demandbase, since it's a change from targeting companies to targeting individuals (although DeamdBase still won’t sell you their names).

Peter Isaacson, CMO of Demandbase: Why You Have a Bad Relationship with Sales—and What to Do About It [Podcast]

Crimson Marketing

That is the question that Peter Isaacson, CMO of B2B marketing technology company Demandbase, posed to some of the 400 digital marketers at a recent GE marketing summit. But this is just one of several change management problems that B2B Marketing professionals face in this emerging “Golden Age” of marketing technology. “How is your relationship with Sales?”

Bizo and DemandBase Lead B2B Marketing Automation to Web Advertising and Beyond

Customer Experience Matrix

I had a fascinating chat earlier this week with a client who described his vision for using DemandBase to tailor messages to Web site visitors from target accounts, using Bizo to further tailor messages to individuals by title, using all this data to synch inbound and outbound campaigns in Eloqua , and eventually driving everything with predictive model scores from a tool like Lattice Engines. That could serve as a pretty complete summary of the state of the art for B2B marketing today, especially if you consider “content marketing” as implicitly included.

6 Ways B2B Marketers Are Falling Short Today

Digital B2B Marketing

As I came back from the B2B Marketing Innovation Summit, put on by Demandbase, I couldn’t shake the feeling that we aren’t doing enough. But they are places many B2B marketers, including myself, should be doing so much more. 1. Strategy analytics B2B marketing data Demandbase marketing technology relevance testingThat I’m not doing enough.

Eloqua, TopRank, Demandbase and More – OMS Minneapolis Wrapup


Online buyers discover information in three ways, which require three different approaches to capitalize on: active search (use SEM), passive search (use content marketing and SEO), and influence (social media). • A common issue for B2B vendors: how do you sell “boring stuff&# online? Greg Ott , Demandbase. Most b2b websites are still static and one-dimensional.

Time to abandon spray-and-pray lead generation


B2B publishing houses have long relied upon their subscriber lists for the generation. Once the domain of only the largest companies, account-based marketing is now becoming accessible to everyone through cloud platforms like Engagio and Demandbase. A couple of years ago, a client told me he was having some lead quality problems. Only two remembered registering for the event.

Three Data Opportunities B2B Marketers Are Missing Today

Digital B2B Marketing

For all of the discussion of data in marketing, and Big Data in 2014, most B2B marketers are showing they are inept when it comes to actually using data to improve the majority of their marketing. Yes, B2B marketers are doing a few things well when it comes to using data: B2B marketers are increasingly adopting marketing automation and using past behavior to deliver more relevant content.

7 B2B Advertising Opportunities You Are Probably Missing

Digital B2B Marketing

B2B advertisers generally target smaller, harder to define audiences than consumer advertisers, which puts a major premium on effective targeting in B2B advertising. However, many B2B marketing groups are continuing to use the same targeting options they mastered in print and direct mail, simply applied to newer digital marketing tactics. Providers: Bizo, Demandbase, Neustar.

3 Steps to Building a Better B2B Target Account List

grow - Practical Marketing Solutions

Back when direct mail was a staple of B2B marketing, everyone involved knew your list could make or break your marketing. Today, the right B2B Target Account List is even more important if you are adopting account-based marketing , but it doesn’t spark the same passion that discussions of postal and email list sources did a decade ago. Disclosure: Demandbase is a client).

LinkedIn Now Tracks You Across The Web [And Flaunts It]

Digital B2B Marketing

The video below is a short screen capture showing how Eloqua and Demandbase were added to the recently viewed block on my homepage after visiting their websites, not just LinkedIn company pages. Although tracking isn’t unusual, most companies don’t make tracking nearly this obvious and it raises a number of questions for LinkedIn users and for B2B marketers: How will LinkedIn’s audience react when tracking is this visible? News Social Media Demandbase eloqua LinkedIn video Will LinkedIn allow this information to be used by advertisers? Your Turn.

B2B Display Ads with Demographic Targeting: Why Doesn’t Google Do This?

The Point

Earlier this week, San Francisco-based Demandbase announced its “ Company Targeted Advertising ,” a new platform that allows B2B marketers to target online display advertising either to specific companies (by name) or those that meet specific corporate attributes (company size for example, or vertical industries). Technically, it should be possible.

The Real Reasons Programmatic Ad Buys Fail in B2B Marketing

Digital B2B Marketing

But it isn’t ready yet for today’s B2B marketer. Time and time again, B2B marketers fall prey to a wonderful sounding sales pitch for their demand generation plan that goes something like this: “We use 100′s of data points and sophisticated technology that optimizes every single impression in your campaign. Putting Programmatic Buying In Its B2B Place.

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B2B Marketing: Top 100 Twitter Influencers

Onalytica B2B

70% of B2B marketers are creating more content than they did one year ago. This data comes from the  2015 B2B Content Marketing Trends  report from the Content Marketing Institute and MarketingProfs. So B2B marketers are furiously creating more content. Top 100 B2B Marketing Twitter Influencers. B2B Marketing. Demandbase. Demandbase. Really B2B.

How Account Based Advertising Really Works

Digital B2B Marketing

According to a 2015 survey from Demand Metric and Demandbase, 45% of B2B marketers are testing or have adopted account-based marketing and more than 75% of those plan to increase their use of ABM in the next year. From Demandbase to Vendemore to Neustar, IP data started to see widespread interest and adoption three or four years ago. IP Targeting. Onboarding Offline Databases.

5 Ways B2B Marketers Can Learn to Love Facebook


Are you holding back on Facebook marketing just because you’re in B2B? And because most everyone in B2B seemed focused on LinkedIn, I figured I could maybe just ignore Facebook. I had a Facebook page all along, of course. Cause that’s where B2B people get results, right? Plenty of B2B marketers are using Facebook. Lead generation is most B2B marketers’ bread and butter.

B2B Online Advertising: Improve Targeting by 10x (or more!)

Digital B2B Marketing

B2B advertising begins with the target audience. Here are a couple examples of how B2B target audiences are generalized for advertising: Juniper targets companies with large data centers. Yesterday Demandbase launched Company-Targeted Advertising, giving marketers a second option with some different capabilities. Disclosure: Demandbase is a Babcock & Jenkins client.

33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

By Rob Petersen, {grow} Community Member First, a few depressing facts: 86 percent of B2B companies say they are doing content marketing Just 38 percent say it is effective 21 perecnt are able to track a return on investment (ROI) (source: Content Marketing Institute ) Benefits from marketing and attribution of results always seem harder for B2B companies than B2C. million. million.

14 Brilliant B2B Marketing Strategy Guides


Much has been written about how the internet in general, and the explosion of content marketing in particular, has changed the nature of b2b marketing. Today’s  b2b buyers are typically  70% of the way through their purchase process  before they contact a vendor’s sales team. How should b2b marketers adjust their strategies to keep up with this evolution?

Account-Based Marketing … and Billy Beane … in San Francisco


When I worked at Demandbase I was particularly inspired by the book and applied the cornerstone trigger event, Oakland A’s loss of player Jason Giambi to the Yankees, to B2B marketing and sales. So many of the vendors that we, as B2B marketers, work with are not equipped to focus on accounts instead of individuals. What is worth more? How cool is that? Check it out here.

Meet new Marketing Made Simple TV guests!

Fearless Competitor

We also booked Greg Ott, Chief Marketing Officer of the fast-growing firm DemandBase. As CMO of Demandbase, Greg leads a revenue-focused organization that includes product management, demand generation, web marketing, product marketing, customer success, and consulting teams. Marketing Demandbase Find New Customers Greg Ott Jay baer Jeff Ogden Marketing Made Simple TV Youtilitiy

Bad Advertising Advice: Go Where Your Audience Is

Digital B2B Marketing

It sounds obvious, on point, and innocent, but the oft-told advice to “go where your audience is” is one of the worst pieces of advice B2B marketers receive. This advice leaves B2B marketers looking at what their audience does. Both Bizo and Demandbase offer this solution. However, B2B marketing requires more focus on context. Do they watch the Super Bowl?

New Report: Improve The B2B Buying Process With Social Proof Marketing

Influitive b2b

In the B2B software world, it’s a buyer’s market. In fact, the 2015 B2B Buyer’s Survey Report (sponsored by DemandBase and Demand Gen Report), found the top three resources that buyers rely on when researching potential vendors were: In addition, access to all of this information is making the buying cycle longer. The answer: social proof marketing. Increase social media buzz.

How Account-Based Marketing is Changing the Role of B2B Marketers, and Why It Should


Not long ago there was a media drumbeat of “B2C and B2B marketing techniques are merging.” Or you might have read that “B2B and B2C are passé, marketing today has to be P2P” (person to person). And lead generation is very dependent on brand awareness, so the strategies and tactics did look very similar for B2B and B2C. You might even say we’re putting the “B” back in B2B.

Programmatic Ad Buying: What Does It Mean for B2B Marketers?

The Point

You could make the case, as I will, that of all the new technologies to enter the marketing technology landscape of late, the two with the potential to have the biggest short-term impact for B2B marketers are Predictive Analytics and Programmatic Ad Buying. Let’s start with a definition. audience creation leveraging third party data sources. contextual targeting.

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Top 25 B2B Influencers Share Revenue Driving Tips


There is one common goal that all B2B marketers share: the need to drive revenue. To kick it off we compiled a list of the top B2B marketing industry influencers and asked them to tweet out their revenue driving tips. RevenueDriver tip #1: B2B firms thrive when focused obsessively on customers – use account-based marketing to get more obsessed. RevenueDriver tip: There is no more "B2B" / "B2C" We are all C2B. Peter Isaacson, CMO, Demandbase. ABM @radius @demandbase. On May 19, we launched our #RevenueDriver campaign. radius.

Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

For B2B marketers, this has happened mostly through Demandbase and what was formerly Bizo (now part of LinkedIn). The system imports lists of target accounts from a company’s CRM or marketing automation system, or lets clients build their own lists from Terminus’ own B2B company database. b2b display advertising b2b marketing marketing automation terminus pricing.

Marketers Frustrated With Digital Advertising ROI

B2B Marketing Insider

89% of marketers do not think their digital marketing efforts are working, according to the latest study from Demandbase and Wakefield Research, which surveyed 500 managerial and executive-level B2B marketers. 71% of respondents say their digital programs often fail to meet their expectations. Content Marketing

15 B2B case studies show how content marketing drives ROI


Content marketing is more important to B2B businesses. Here are 15 B2B case studies. They show how content marketing drives ROI with B2B businesses who: Know their audience. Do these case studies convince you of the value for content marketing for B2B businesses? Does your B2B business need to learn how to use content marketing effectively? million. million.

3 Steps to Using Data in an Imperfect Data World

Digital B2B Marketing

This isn’t just a consumer advertising trend, increasingly B2B advertising is being driven by data as well. For B2B marketing organizations, Bizo continues to develop more robust data. Providers like Madison Logic, Demandbase and D&B are worth watching in the B2B marketing space as well. 2. Data is reinventing the online advertising market. Glad you asked.

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Which Companies are Totally Nailing B2B Marketing?

Social Media B2B

B2B marketing can often be dry, stuffy, and an overall snooze fest when not done correctly. Some companies are actually producing really creative B2B marketing. So, which companies have totally got this B2B marketing thing down? Demandbase. Demandbase does a really great job of providing (and sponsoring) educational content for B2B readers. Salesforce.

5 Essential Functions for Every B2B Website


Photo credit: Wikipedia. “If you don’t have a website, you don’t have a business.”   By now, this maxim is well understood–and it is just as true for B2B businesses as for B2C ones, if not more so.  But what kind of functionality does your B2B website really need?  Here are five must-haves for every B2B website. . Community. and Canadian resellers.

New Infographic: B2B Lead Generation & Content Marketing Trends


The infographic summarizes key data from a variety of research reports covering B2B and technology lead generation, media strategy, and content marketing trends, from initial solution research to lead nurturing. Here are links to the specific research studies noted on the Infographic: 2012 B2B Marketing Benchmark Report, Marketing Sherpa, Sponsored by Marketo. Hope you find it useful!

Demandbase vs ReachForce SmartForms – Eloqua Topliners Discussion

B2B Lead Blog

Recently on Topliners, marketers weighed in on lead scoring solutions in a discussion of the merits of ReachForce SmartForm vs Demandbase. Ease of use, match capabilities, and cost were all mentioned by users as selling points for SmartForms and the boon to B2B lead scoring and B2B lead nurturing. Don’t want to spoil the surprise – but, you can jump over to the Demandbase vs. ReachForce discussion to find out who was the universal favorite (aw, shucks). Lead Nurturing Lead Scoring Marketing Automation Demandbase eloqua ReachForce marketing automation

Demandbase vs ReachForce SmartForms – Eloqua Topliners Discussion

B2B Lead Blog

Recently on Topliners, marketers weighed in on lead scoring solutions in a discussion of the merits of ReachForce SmartForm vs Demandbase. Ease of use, match capabilities, and cost were all mentioned by users as selling points for SmartForms and the boon to B2B lead scoring and B2B lead nurturing. Don’t want to spoil the surprise – but, you can jump over to the Demandbase vs. ReachForce discussion to find out who was the universal favorite (aw, shucks). Lead Nurturing Lead Scoring Marketing Automation Demandbase eloqua ReachForce marketing automation