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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. Peter Isaacson is the CMO of Demandbase, a B2B marketing technology company focused on advertising and website personalization. “How is your relationship with Sales?” Marketing Technology Podcasts

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. Equally helpful to me personally, it reinforced my intention to write about Bizo and DemandBase, both of which have recently briefed me on their latest product extensions.

How Demandbase Uses LeanData

LeanData

And  Demandbase  is establishing itself as one of the trend leaders in the growing industry space. That’s why Demandbase uses LeanData to enable its own internal Account-Based Marketing strategy. LeanData makes sure that leads coming into Demandbase always are routed to the correct sales representative. Getting leads to the proper home is especially important for Demandbase because the company focuses its efforts on a select group of target accounts that have been identified by the sales and marketing teams – a core principle of ABM.

Time to abandon spray-and-pray lead generation

Biznology

A couple of years ago, a client told me he was having some lead quality problems. The company had contracted with a major IT publisher for a webcast that guaranteed 150 leads. But the leads weren’t panning out; the quality was terrible and salespeople were pointing the finger at marketing. That means lead quality suffers, and bad leads cost more than no leads at all.

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

New technologies, notably predictive analytics (from companies like Leadspace ) and targeted online advertising ( Choozle , Demandbase ), now make it possible to 1) more accurately identify a company’s most likely buyers, and then 2) engage with those prospective customers in more proactive, targeted, and personalized campaigns. 2. Lead Nurturing Isn’t Just Email Anymore.

Meet new Marketing Made Simple TV guests!

Fearless Competitor

We also booked Greg Ott, Chief Marketing Officer of the fast-growing firm DemandBase. Greg Ott  (click link to follow Greg on Twitter) is a P&L-driven company leader with a proven track record of profitably building businesses, leading organizations, launching products, and creating integrated sales and marketing initiatives. Jay Baer. JAY BAER / PRESIDENT. Greg Ott. Greg Ott.

Bad Advertising Advice: Go Where Your Audience Is

Digital B2B Marketing

The “more read our stuff” chart is in nearly every major media kit in one form or another and every day it leads marketers astray. Both Bizo and Demandbase offer this solution. Media Strategy behavioral targeting bizo CRM Retargeting Demandbase LinkedIn media planning retargeter targetingThis advice leaves B2B marketers looking at what their audience does.

7 B2B Advertising Opportunities You Are Probably Missing

Digital B2B Marketing

Bizo has established themselves as the leading provider of B2B audience data, here are the segments they have available. Providers: Bizo, Demandbase, Neustar. Media adroll advertising bizo chango CRM Retargeting Demandbase fetchback kontera LinkedIn liveramp neustar retargeter retargeting search retargeting Simpli.fi Today, B2B marketers have many new options available.

The Real Reasons Programmatic Ad Buys Fail in B2B Marketing

Digital B2B Marketing

You can count the number of leads on one hand. If you are targeting a list of email addresses using CRM retargeting or key target companies through a partner like Demandbase , programmatic buys are often the only way to get the scale you need to be effective (although an increasing number of larger publishers are offering this targeting in their own site as well). Retargeting.

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A Primer on Website Visitor ID and Smart Form Technology for Lead Generation

NuSpark

Long available within marketing automation, these programs complement sales and lead scoring efforts, by allowing you to capture intelligence and follow-up with firms visiting your digital destinations. Here I can see how people from CDW Computer Centers navigated my website or clicked on email links via my lead nurturing efforts.  Here’s an example of Loopfuse Marketing Automation.

3 Steps to Building a Better B2B Target Account List

grow - Practical Marketing Solutions

Identify your best site visitors: Using a solution like Demandbase , you can identify companies viewing key pages or content on your site and that fit your target profile. Disclosure: Demandbase is a client). Identify your best site visitors: Using a solution like Demandbase, you can identify companies viewing key pages or content on your site and that fit your target profile.

The Lead Generation-Inbound Marketing- Funnel Optimization Toolkit

NuSpark

Then Compuserve and Prodigy …  You also had Thomas Register and mailing lists to find leads…. Nowadays there are hundreds and hundreds of online tools and platforms that assist us in generating, converting, and nurturing leads into sales.  Leads are now email addresses, conversation is written dialog and content, and the phone is saved until later in the sales process.  So let’s review the tools needed to manage an inbound marketing and conversion optimization campaign. This area is one of the most crucial, but often misunderstood elements of lead generation. 

New Infographic: B2B Lead Generation & Content Marketing Trends

NuSpark

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. Chief Marketer’s 2012 Business-to-Business Lead Generation Survey: Your Best Prospects. 2011 B2B Website Demand Gen Survey Results, DemandBase/Focus.com.

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. An overwhelming 96% reported that their digital marketing efforts lead to ad waste […]. Content Marketing

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. With ReachForce’s SmartForms, our case studies have demonstrated conversion rate increases of as much as 40%, reduced cost-per-lead, better and faster lead scoring, segmentation and lead nurturing. 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. Share and Enjoy.

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. With ReachForce’s SmartForms, our case studies have demonstrated conversion rate increases of as much as 40%, reduced cost-per-lead, better and faster lead scoring, segmentation and lead nurturing. 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.

Demandbase API vs ReachForce Form Appending Solutions

B2B Lead Blog

Demandbase or ReachForce? We are often asked the question: How are ReachForce SmartForms different from the Demandbase API for forms? SmartForms appends a survey’s worth of B2B data to leads at the moment of acquisition. There are notable differences between the Demandbase and ReachForce solutions. Demandbase vs ReachForce Match Rate. Lead Scoring

Demandbase API vs ReachForce Form Appending Solutions

B2B Lead Blog

Demandbase or ReachForce? We are often asked the question: How are ReachForce SmartForms different from the Demandbase API for forms? SmartForms appends a survey’s worth of B2B data to leads at the moment of acquisition. There are notable differences between the Demandbase and ReachForce solutions. Demandbase vs ReachForce Match Rate. Lead Scoring

Demandbase: Converting More Web Visitors into Leads

The Point

Tags: B2B Marketing Demand Generation Landing Pages Lead Management Lead Nurturing Marketing Automation direct marketing lead generation b2b demand generation demandbase marketo

4 Ways to Make Your Website More Personal

It's All About Revenue

Plenty, according to the The 2011 National Website Demand Generation Study conducted by Focus.com and Eloqua AppCloud partner DemandBase. Marketers identify “personal connections and referrals,” followed by the company Website, as their top two lead sources. lead may spend quite a bit of time on your site before raising their hand explicitly by filling out a form or requesting contact. This is where you layer in tools that can do some of that work for you (and for the lead): progressive profiling to collect data gradually, and…. 2. That’s a given.

Focus on Accounts – Not Leads – for Better ROI

Act-On

Account-based marketing (ABM), at its simplest, is focusing on an account as opposed to a lead. ABM is not about forsaking the lead; it’s about understanding the lead’s context and the importance of the company the lead represents, and discovering and addressing the additional players in the mix. Is lead generation over? Being a marketer at Act-On is great.

How We Systematically Overvalue Content Consumption

Digital B2B Marketing

We are scoring leads high if they consume a lot of content and we are optimizing our program to increase lead scores and content consumption. Well, their lead score leaves a lot to be desired… Sure, all else equal, someone consuming more specific information about your offering is a better prospect. Content content marketing lead scoring measurementYour Turn.

Account Based Marketing – An Interview with Jennifer Pockell-Wilson of Demandbase

ANNUITAS

We recently had the opportunity to sit down with Jennifer Pockell-Wilson, Vice President of Marketing & Demand Operation at Demandbase. Jennifer, leads the demand-focused marketing teams and demand operations at Demandbase.  Before joining Demandbase, Jen was the Senior Director of Global Marketing Operations at Polycom and has also spent time at Hyperion, PeopleSoft, Ernst & Young LLP and Lotus Development. AG: Demandbase has been a big proponent on account based marketing. Here is a copy of the interview below. prospect? This is incredibly powerful.

DemandBase Creeps Up the Value Chain

Customer Experience Matrix

I had a nice little chat with DemandBase two weeks ago. I’d been aware of them since they were founded in 2006 but in their original incarnation as a data provider. But it turns out that DemandBase has been inching its way up the value chain. Some time ago they released a free widget, DemandBase Stream, that shows the companies visiting your Web site in a news ticker on your computer desktop. But the technology is nothing special: a page tag sends the visitor’s IP address to DemandBase, which looks up its owner in standard Internet registries.

DemandBase Adds Real-Time Access to Web Visitor Identities

Customer Experience Matrix

Summary: DemandBase has added real-time access to its data identifying Web site visitors, enabling Web sites to deliver customized pages. It’s more than a year since my original post about DemandBase. According to DemandBase, this compares with one to two seconds for conventional IP address look-ups. ABR gains its speed by querying DemandBase’s own database rather than querying external directories. These features were already available from DemandBase: what's new with ABR is exposing the data to other applications through a real time API. Clever folks.

Top 40 Twitter Feeds You’re Not Following

It's All About Revenue

Nick Judd – Associate Editor for the Personal Democracy Forum, Nick hears insights from the world’s leading thinkers. Jen Pockell-Wilson – A VP at DemandBase, Jen is a demand generation guru. by Jesse Noyes | Tweet this Social media is a meritocracy, right? Well, not always. The plethora of voices social media unleashed on the world means getting attention can be tough. Often people with great things to say go unnoticed. Nowhere is this more true than on Twitter. So to help remedy the situation, we present our pick for top 40 Twitter handles you may have missed. Share email.

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Focus Roundtable Recap: Optimizing Landing Page Conversion Rates

NuSpark

Let’s do some math:  Let’s say your average landing page visitor to email/lead capture conversion rate is 15%. Related Posts: New eBook: Pay-Per-Click for B2B Lead Generation; The Ultimate Guide to Paid Search The missing topic on b2b digital lead generation: advertising A Primer on Website Visitor ID and Smart Form Technology for Lead Generation.

Cloud Connectors & Revenue Performance Management: An Interview with Steven Woods [Video]

It's All About Revenue

So the data derived from a third-party application, or even from a homegrown Eloqua Connector like the Name Analyzer, are fed into our platform so it can be used for marketing campaigns, nurturing flows, lead scoring or communication efforts. Really, Cloud Connectors are part of a fully integrated lead management process. imagine many people see how this could lead to a greater amount of prospects and leads. But how does it improve the quality of leads? It’s not about the pure simplicity of more or less leads going over to my sales team. Share email.

Be Thankful for Account-based Marketing this Holiday Season

It's All About Revenue

More Than 70% See Real Results from ABM Peter Isaacson, CMO of Demandbase , described it as "the cornerstone of most B2B marketing plans. When you incorporate ABM into your marketing automation solution it changes how things like lead scores can function. Account-based marketing, or ABM, is what seemingly every B2B marketer has been talking about in 2016. Revenue.

B2B Marketing: Top 100 Twitter Influencers

Onalytica B2B

Demandbase. Demandbase. Lead Forensics. 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. The most important part of content is to actually get people to read it. Ann Handley.

Account Based Marketing – An Interview with Jennifer Pockell-Wilson of Demandbase

ANNUITAS

We recently had the opportunity to sit down with Jennifer Pockell-Wilson, Vice President of Marketing & Demand Operation at Demandbase. Jennifer, leads the demand-focused marketing teams and demand operations at Demandbase.  Before joining Demandbase, Jen was the Senior Director of Global Marketing Operations at Polycom and has also spent time at Hyperion, PeopleSoft, Ernst & Young LLP and Lotus Development. AG: Demandbase has been a big proponent on account based marketing. Here is a copy of the interview below. prospect? This is incredibly powerful.

Looking for Sales Leads? | Don’t Put Everything into the Social Media Basket

Fearless Competitor

B2B Demand Generation | Best Sources of Sales Leads. While social media may be the prettiest girl at the ball, this study done by demandbase shows that she’s not the best there. 78% of all leads – more than three out of four – come from personal connections and referrals, websites and email. Compare that to social media – which generates only 3% of leads. It’s THE best source of leads. Make it the hub of your business – all roads lead there. But don’t starve your other channels to try to generate leads there.

Predictive Marketing 101: How to Operationalize your Predictive Scores

Lattice

Now that you have a predictive score for your leads you probably have plans to adjust the way your sales team follows up with leads. If you’re trying to decide where to host events such as roadshows or prospect breakfasts, considering using your lead score to build a “heat map” of where your highest leads are located. Events geared only toward the highest scored leads.

23 Account-Based Marketing Leaders to Follow on Twitter

bizible

Adrienne Weissman is the Chief Revenue and Marketing Officer at G2Crowd, the industry-leading review platform for business software and services. Peter Isaacson is the CMO at Demandbase, a MarTech company that allows businesses to deliver personalized ads to people at specific companies across the web. Infographic : The Account-Based Marketing Checklist @Demandbase #ABM https://t.co/FCe2Yk3BWr

Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

Home Forrester Research « I was recently briefed by | Main | Going Corporate » August 26, 2008 Demandbase: A New Twist In The Lead Management Automation Market [Posted by Laura Ramos ] In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions. Yesterday, Demandbase announced a new software suite to help marketers harvest passive traffic visiting Web sites. Would love to get your $.02.

Bizible Joins The Account-Based Marketing Leadership Alliance

bizible

Bizible is proud to be a founding member of the ABM Leadership Alliance along with Oracle, Optimizely, Radius, Get Smart Content, LookBook HQ and Demandbase. Bizible’s new feature provides ABM capabilities necessary for success, such as lead-to-account mapping and predictive engagement score backed by data science and rounds out the measurement part of the stack for hundreds of companies.

Metrics to Help You Track Brand, Demand, and Expand

Act-On

Another common business goal for B2B marketers is to create content that will generate leads , and ultimately impact the bottom line. Here are a few examples of companies that used content to generate leads. ADP: Capturing Leads through White Papers. They measured results by the amount of revenue produced by each lead. DemandBase: Coordinate Your Channels.

ABM Vendor Guide: Features to Look for in Target Scoring Vendors

Customer Experience Matrix

The vendors in this category include the specialized scoring firms (Infer, Lattice Engines, Leadspace, Mintigo, Radius) plus companies that do scoring as part of a data offering (Avention, Datanyze, Dun & Bradstreet, InsideView, GrowthIntel) or for message targeting (Demandbase, Everstring, Evergage, Mariana, MRP, The Big Willow). abm vendor guide abm vendors account based marketing account scoring lead scoring marketing technology predictive analyticsAs the Guide defines it: Vendors in this category use statistical techniques to select target accounts.

5 Demand Generation Tips From DemandCon [Video]

It's All About Revenue

But, as everyone in sales and marketing knows, there are dozens of subtopics that fall under demand generation’s umbrella from lead scoring to content creation. Jennifer Pockell-Wilson , Vice President of  Marketing and Demand Operations, DemandBase. Thom’s tip is for marketers to remember “leads” are human beings. Demand Generation Alex Steinhart Avid Technology Christopher Justice Clifford Pollan DemandBase funnel Jennifer Pockell-Wilson lead management Lead Scoring leads marketing and sales alignment SparkSight Thom Singer VisibleGainsReddit.

5 Steps to Increase Conversion Rates with Account-Based Marketing

Act-On

As Demandbase defines ABM: “It’s a set of principles that range from…. Here’s a high-level overview of the five steps to plan and implement a successful account-based marketing strategy, and start creating more marketing-sourced leads. 1. In some cases, the new research and persona creation may lead you to discover a new value proposition. What is account-based marketing ?