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»account-based marketing

With An Eye On Growth, Demandbase CEO Becomes CSO, Replaced By CRO Gabe Rogol

Twelve years after launching Demandbase, CEO and founder Chris Golec will move into a chief strategy officer role. Chief Revenue Officer Gabe Rogol will become CEO and join the board. Rogol joined Demandbase, a B2B account-based marketing vendor, in 2012 to lead its go-to-market sales strategy. He will use his skills in operations, execution and... Continue reading »
by Sarah Sluis // November 20th, 2019 //
»
How B2B Marketer TIBCO Generates Great Leads At The Top Of The Funnel

Traditionally, a company like TIBCO, which sells integration and analytics software, thrives on events and field sales, where company reps can explain its products in person. But client buying habits have changed, even in the world of complex B2B solutions. “We heard from customers that they were spending more time online learning about products before... Continue reading »
by Sarah Sluis // April 16th, 2019 //
»
Integrate Buys ListenLoop To Help B2B Marketers Link Programmatic To Demand Gen

Most B2B marketers – more than 60%, according to Dun & Bradstreet – spend on programmatic advertising. But when trying to connect their programmatic investment to actual leads generated down in the funnel, they hit a wall. To help them break through, Integrate, a mar tech and data orchestration platform for B2B marketers, is acquiring ListenLoop, a... Continue reading »
by Allison Schiff // January 16th, 2019 //
»
PROG IO: B2B Marketers Make Programmatic Work

Sometimes, it can feel to B2B marketers like programmatic technology just wasn’t built for them – but the B2B guys are starting to successfully retrofit programmatic to meet their particular needs. Hewlett Packard Enterprise, for example, and its agency Digitas wanted to use programmatic to power the brand’s account-based marketing strategy and reach key decision-makers within... Continue reading »
by Allison Schiff // October 27th, 2017 //
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Technographic Data Is The Next Frontier For B2B Marketers

Pacific Data Partners CEO Pieter De Temmerman will speak at AdExchanger's upcoming PROGRAMMATIC I/O New York conference on Oct. 25-26. Account-based marketing (ABM) may be the all the rage among B2B marketers, but technographic marketing is emerging as a complementary targeting tactic. Marketers use ABM to target specific roles at a company or companies, while technographic marketing targets... Continue reading »
by Kelly Liyakasa // September 5th, 2017 //
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Integrate Raises $8M To Bring Upper-Funnel Intel To B2B Marketers

Seven-year-old mar tech startup Integrate has raised $8 million in a Series D growth round, bringing its total financing to $35 million. New investor Iron Gate Capital led the equity round with participation from existing investors Foundry Group and Forte Ventures. Other investors include mar tech luminaries like Scott Dorsey, founder and CEO of ExactTarget... Continue reading »
by Kelly Liyakasa // July 19th, 2017 //
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McAfee Uses TechTarget’s Reader Data To Boost Account-Based Marketing

McAfee uses account-based marketing to reach its target list of 788 companies in the Americas it wants to buy its software. McAfee made the switch to a more targeted B2B marketing approach last year. Because many IT buyers conduct research online before contacting a sales rep toward the end of the research process, the marketing... Continue reading »
by Sarah Sluis // June 15th, 2017 //
»

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