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»B2B

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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Podcast: Loss Of Events Has Been Brutal For B2B Marketers

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. How are B2B marketers faring with the discontinuation of live events? Pretty badly, turns out. “Events in 2019 and prior was typically 40% of a typical B2B company’s marketing budget. A very good B2B event is an extremely... Continue reading »
by Zach Rodgers // September 14th, 2020 //
»
It’s Time For B2B Marketers To Get Off The Advanced TV Sidelines

“On TV and Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Brienna Pinnow, co-founder at Blinc Digital Group. Advanced TV advertising promises marketers better targeting and measurement capabilities, underpinned by rich viewer data. Not only are Americans flocking to the services and devices that deliver... Continue reading »
by AdExchanger // March 9th, 2020 //
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As LinkedIn Allows Richer Use Of Audience Data, Madison Logic Taps In

The B2B advertising company Madison Logic launched an account-based marketing (ABM) integration with LinkedIn's Marketing Analytics API on Tuesday. The product connects LinkedIn data with campaign delivery and performance for a better understanding of B2B advertising at an account level. ABM is the B2B industry approach that focuses on specific job titles or account holders... Continue reading »
by James Hercher // March 3rd, 2020 //
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Podcast: Demandbase CEO Gabe Rogol

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. This week on AdExchanger Talks, Gabe Rogol, CEO of B2B marketing platform Demandbase, gives an update on his company and the account-based marketing (ABM) trend. ABM tracks closely with programmatic advertising. Both disciplines emerged about 12 years ago... Continue reading »
by Zach Rodgers // February 27th, 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 //
»
Podcast: The Rise Of B2B

The B2B marketing discipline, worth some $120 billion in annual spending, is in flux. Brands like Microsoft, John Deere, HP, GE and Adobe have migrated from a one-size-fits-all approach to one that is far more targeted. This week on the podcast, we cover the impact of new methodologies, technologies and data on enterprise marketing, with... Continue reading »
by Zach Rodgers // July 25th, 2019 //
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How Marketo Added $3 Billion In Two Years, And Why PE Thinks There’s More To Come

When Adobe acquired the B2B marketing company Marketo for $4.8 billion last week, investors pressed CEO Shantanu Narayen to explain the gulf between Adobe’s price tag and Wall Street’s valuation of Marketo two years ago, when Vista Equity Partners snapped it off the stock market for $1.8 billion. Private equity investors have shown they have... Continue reading »
by James Hercher // October 11th, 2018 //
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Adobe Will Buy Marketo For $4.75 Billion

Adobe said Thursday it has agreed to acquire the B2B marketing platform Marketo for $4.75 billion. It’s the biggest deal in Adobe’s history. And the cloud technology giant may be shelling out so much because Marketo’s B2B category strength could help as Adobe moves into media buying and ecommerce, à la TubeMogul and Magento, where... Continue reading »
by James Hercher // September 20th, 2018 //
»
Dun & Bradstreet’s Plan To Turn Credit Reporting Into Data-Driven Media

Dun & Bradstreet has come a long since it developed one of the first credit reporting systems in the mid-19th century; And has even come a long way in the past half-decade, when it shifted to data-driven online media. And somebody’s buying what D&B’s selling. The company was acquired earlier this month for $5.38 billion... Continue reading »
by James Hercher // September 4th, 2018 //
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