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»B2B marketing

Michael McLaren headshot
B2B Marketers Must Take Personalization Further Than Their B2C Peers

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Michael McLaren, global CEO, B2B Group, at Merkle. As more customer engagements move away from in-person contact to digital channels and virtual environments, the trends that were already driving the need for... Continue reading »
by AdExchanger // September 29th, 2020 //
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B2B Marketers Get Down To Business With Digital During COVID-19

A firm handshake is an integral part of the B2B sales and marketing cycle … which is kind of tricky in a world where even elbow bumps aren’t recommended. And so with in-person meetings and events off the table, B2B marketers are getting creative with their efforts and turning to digital at an accelerated pace.... Continue reading »
by Allison Schiff // July 15th, 2020 //
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Bombora Sues ZoomInfo For Allegedly Gaining An Unfair Advantage By Breaching CCPA

Can companies use violations of the California Consumer Privacy Act (CCPA) to nail a rival for noncompetitive behavior? We’re gonna find out. B2B intent data company Bombora said Wednesday it is suing its former partner ZoomInfo for gaining an unfair data advantage through, it claims, repeated abuses of the CCPA. Although CCPA enforcement doesn’t begin... Continue reading »
by Allison Schiff // June 11th, 2020 //
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MathCapital-Backed Tech Startup Octane11 Eyes Programmatic B2B

The B2B marketing platform Octane11, the first company incubated by MathCapital, a venture fund backed by MediaMath CEO Joe Zawadzki and ad tech vet Eric Franchi, launched on Thursday. Dan Rosenberg, Octane11 founder and CEO, developed strong feelings about B2B mar tech vendors and where there were unmet needs in the market from his time... Continue reading »
by James Hercher // November 14th, 2019 //
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Dun & Bradstreet Acquires Lattice Engines, Because CDPs Aren’t Just For B2C

Everyone wants to capitalize on the customer data platform craze – even B2B players like Dun & Bradstreet. The commercial database provider announced its plan Thursday to acquire Lattice Engines, a lead gen software and predictive email marketing platform for sales orgs that entered the CDP category a few years ago along with scores of other... Continue reading »
by Allison Schiff // June 14th, 2019 //
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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 //
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LinkedIn Launches Lookalike Audiences At Last

LinkedIn is rolling out lookalike audiences following a beta testing period that began late last year, the company said Wednesday. Advertisers could already create matched audiences – basically, LinkedIn’s answer to custom audiences – built from a list of target contacts or accounts. The addition of lookalike audiences is a good look for a platform... Continue reading »
by Allison Schiff // March 20th, 2019 //
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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 //
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LinkedIn Rebuilds Its Self-Serve Ad Platform To Go Big On Objective-Based Advertising

The B2B martech space is heating up as titans spend billions to build their stacks – and now it’s makeover time at LinkedIn. On Monday, LinkedIn opened the public beta for a revamped version of Campaign Manager, the self-service tool advertisers use to manage and measure campaigns on its platform. The idea is “to make it... Continue reading »
by Allison Schiff // November 5th, 2018 //
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SAP’s CMO Targets B2B Decision-Makers Beyond The C-Suite

What do an international pop group, the creator of “American Idol,” Cirque du Soleil and actor Clive Owen have in common? SAP. “Marketers in the B2B space have to realize one very simple and fundamental thing: We are all human beings,” said Alicia Tillman, SAP’s chief marketing officer. “We as B2B marketers need to speak... Continue reading »
by Allison Schiff // October 16th, 2018 //
»
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