In an effort to improve the targeting capabilities of its B2B user base, Oracle Data Cloud unveiled its B2B audience data marketplace solution. The company states that the solution will provide users access to more than 400 million business profiles and more than one million U.S. companies for easier account-based targeting.
B2B marketing solution provider Madison Logic is now working with HG Data, a company that supplies competitive intelligence on installed technologies at large companies. The partnership positions B2B marketers to drive more highly qualified leads into the sales funnel, which can result in increased ROI.
B2B account-based marketing (ABM) software provider Terminus has partnered with Dun & Bradstreet in a deal that provides Terminus users with additional B2B data and insights to enhance their ABM initiatives in targeting and messaging.
The growing importance of lead scoring and its impact on the sales process and strategies such as account-based marketing will be among the main themes of Demand Gen Report’s upcoming Strategy & Planning webinar series. The week-long event, which runs from Nov. 17-21, is positioned to provide real-world examples and best practices to help marketers build cases for investing in the channels and formats most likely to connect with prospects. Several webinars will cover lead scoring and predictive marketing, areas where B2B marketers are looking to potentially ramp up their budgets in 2015. Based on a recent survey of Demand Gen Report readers, 44% are doing lead scoring and 16% said they were planning to implement lead scoring over the next 12 months. Lead scoring is an iterative process, and success requires collaboration between sales and marketing. Those are some of the key takeaways of Act-On’s installment in the series, Model for Building (and Adjusting) Your 2015 Lead Scoring Program. While data is critical, lead scoring is as much an art as it is a science, according to Janelle Johnson, Director of Demand Generation at Act-On. “Talk to your sales team and find out the types of leads they enjoy talking to most.” Service level agreements and editorial calendars help to keep the lead scoring process transparent to everyone involved. “First and foremost, it is most critical to view the sales and marketing teams as one team working toward revenue goal together,” said Chris Hardeman, Act-On’s VP of Sales. Hardeman noted that service level agreements