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»B2B marketing

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 //
»
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 //
»
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 //
»
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 //
»
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 //
»
McAfee: The Goal Of Good Content Is To Educate, Not To Sell

B2B buyers are doing more of their product research online – and that was becoming a problem for security software provider McAfee. “We could grow the business when we had a seat at the table with our install base,” said Lisa Matherly, VP of content marketing at McAfee. “But when potential customers were conducting their research... Continue reading »
by Allison Schiff // November 21st, 2017 //
»
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 //
»
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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