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B2B Marketing

Demandbase Debuts B2B Marketing Cloud

Campaign tracking monitors ROI for individual accounts across the funnel. Demandbase introduced the B2B Marketing Cloud, a subscription-based platform that the company claims is the first to tie acquisition costs for target accounts to revenue.  The cloud’s centerpiece, Performance Manager, is a dashboard that allows marketing executives to view campaign performance for individual accounts across the sales funnel. “We have ... Read More »

IBM Acquires Silverpop

At its annual Smarter Commerce Global Summit event, IBM (NYSE: IBM) today announced it has completed the acquisition of Silverpop, a privately held software company based in Atlanta, Ga.  Financial terms of the deal were not disclosed. Silverpop empowers marketers with cloud-based capabilities that deliver personalized customer engagements that scale for any sized business.  Silverpop’s automated platform reduces the complexity of omnichannel marketing and makes it ... Read More »

B2B Marketing: How Big Should Your Campaign Budget Be?

At the ClickZ Live 2014 conference in New York, Michelle Killebrew presented an interesting case study of an IBM campaign called Rethink Business.  It got me thinking (or, should I say, rethinking?) about campaign budgeting.  My question is: how do you set a budget for a multi-touch, multi-target B2B digital campaign like the one Michelle was describing?  The short answer: spend as much as ... Read More »

HG Data Secures $2 million in Funding

HG Data (www.hgdata.com), a global leader in enabling B2B technology companies to target sales and marketing programs by the installed technology environments of their customers and prospects, announced it has secured $2 million in additional Series A funding led by venture capital fund Rincon Venture Partners, bringing its total Series A funding to $5.5 million.  Also participating in the round ... Read More »

B-to-B Customer Retention: Seven Strategies for Keeping Your Customer

Business marketers have much to gain from retention marketing.  Business customers tend to be fewer and valuable – meaning you can’t afford to lose even one.  But how do you keep your customers active and buying from you, versus the competition?  How do you prevent defection? The attached White Paper defines retention marketing and explains its importance to business marketers. ... Read More »

D&B Q1 2014 Revenues Up 1%

D&B (NYSE: DNB) consolidated revenues for the first quarter of 2014 were US$ 381.9 million, up 1% before foreign exchange and flat after the effect of foreign exchange.   Operating income was US$ 82.3 million, down 6%.  Free cash flow for the first three months of 2014 was $148.5 million; Net cash provided by operating activities for the first three months ... Read More »

D&B Establishes Cloud Innovation Center – Acquires Indicee

D&B (NYSE:DNB) acquired Indicee, an innovator in the cloud-based analytics and business intelligence (BI) space.  Indicee’s Vancouver-based employees will join the global D&B team as part of the newly created Cloud Innovation Center.  Based on comments made in the recent D&B Q1 earnings conference call Indicee provides Cloud based technology and has no products per which D&B would be selling.  The acquisition ... Read More »

D&B Ramps Up Data and Analytics by Acquiring Fliptop’s Social Data Matching Business Unit

Acquisition expands D&B data and analytics to include social data delivered through the cloud D&B (NYSE: DNB) has acquired the social data matching business unit of Fliptop, a leader in software solutions that aggregates public web and social data.  The acquisition combines social data with D&B’s proprietary data and analytics to deliver results for a growing and global customer base. ... Read More »

How Many Leads Do You Need to Generate? Use This Simple Calculator

One key to successful B2B lead generation programs is to calculate exactly the right number of qualified leads to provide to sales—as part of your campaign planning.  If you generate too many leads, you’ll be wasting precious marketing dollars. If you generate too few, your firm may be at risk of missing its revenue targets, with potentially disastrous financial implications.  ... Read More »

D&B Launches Significantly Enhanced D&B360 Data Cloud Connector for Oracle Eloqua

D&B (NYSE:DNB) introduced D&B360TM for Eloqua 2.0, a redesigned version of its award-winning integrated solution for Oracle Eloqua Marketing Automation. Customers of Oracle Eloqua can use D&B360 to integrate business insights into their workflows, enabling sales and marketing teams to pinpoint better opportunities and drive revenue growth. The enhanced D&B360 solution is the latest addition to the Oracle Eloqua AppCloud, an ... Read More »

Penton Launches ‘Penton SmartReach’ Division

Focuses on innovative development and delivery of targeted database to help businesses drive more effective marketing, enhance lead generation Penton announced that it has formed Penton SmartReach™, a division focusing exclusively on the development, management and delivery of targeted data and subscriber information to help direct marketers identify, reach and activate more prospects and generate more effective leads. The database ... Read More »

BISNODE Acquires Grufman Reje and Vendemore

BIIA member Bisnode has acquired the Swedish consulting company Grufman Reje and the remaining shares of the co-owned marketing and advertising company Vendemore.  The acquisitions are the latest of a series of Nordic acquisitions.  Earlier this year Bisnode acquired Debitor Registret, one of the two largest players in credit information and credit assessment of consumers in Denmark and the remaining ... Read More »

Beware of Dubious Data Providers: A 9-point Checklist

Are you hounded by email pitches offering access to all kinds of prospective business targets?  I am, and I hate it.  As a B2B marketer, I am always interested in new customer data sources, so I feel compelled to at least give them a listen.  But when I ask a few questions—like where their data comes from—answers come back like ... Read More »

Why Do Marketers Fail to Provide Warm Leads?

Many B2B companies with limited resources are struggling to meet growth demands. They are all asking themselves the same question: what marketing activities should we prioritize when we have neither the time nor the finances to do everything? Vendemore (a Bisnode company) has identified a successful marketing mix to provide warm leads for B2B market­ers within the IT-industry companies that ... Read More »

Acxiom Named as “Supplier of the Year” by MEDIA Magazine

“Big Daddy of Big Data” Honored by MEDIA Magazine for “Helping Madison Avenue Tame Big Data” Acxiom® (Nasdaq: ACXM) has been named “Supplier of the Year” by one of the most respected industry publications, MEDIA Magazine, for its unique contributions to the industry with the recent launches of its Audience Operating System (AOS) and AboutTheData.com, its consumer portal. The award ... Read More »