Topic | Data

Getting input from sales, building the right model and properly scoring a prospect’s engagement are essential to creating a winning B2B lead gen strategy.

Many CMOs still struggle with seeing a solid ROI from Facebook. But the social network’s real power its potential to provide a wealth of consumer data.

Mahi de Silva   (Harvard Business Review) Some companies can benefit from a mere interaction or click on a mobile ad, but others (e.g., financial services, education, automotive, restaurants, etc.) only benefit if a user fills out a form, calls to schedule an appointment or gets directions, among other actions. Performance advertisers looking to improve mobile…

Some 63% of consumers report that personalization is so common that they’ve grown numb to it, while 33% said superficial personalization is one of their top annoyances, according to a report from the Economist Intelligence Unit and Lyris.

Content that engages and an active presence where your prospects and customers live in social media are essential for B2B digital marketing success.

A whopping 60 to 70% of content produced by B2B marketing firms goes unused, sitting on portal shelves.

Salesforce.com acquisition of ExactTarget this week followed by nother major acquisition in December has marketers wondering why consolidation around marketing automation is suddenly so popular? Here are three top reasons ...

The old formula for “calculating” brand value was functional benefits plus emotional benefits divided by price. Today, that formula no longer holds weight for brands that want to engage Millennials.

Foursquare is testing Foursquare paid promotions with small businesses, expanding a service that had been limited to national brands.

For marketers, the value of data is immeasurable. From the ability to rapidly scale marketing campaigns and target valuable customers to identifying defection patterns in order to prevent churn, data-driven insights can have a real impact to your company’s bottom line. But with the seemingly endless menu of Big Data and predictive analytics tools, technology…