B-to-B Predictive Modeling: Razor-Sharp Marketing
May 26, 2015

B-to-B buyers are no longer nameless, faceless entities with nebulous purchasing timeframes. Instead, actual individuals are sending off signals all the time about who they are, what they want to buy and when — in the form of data that can be worked into razor-sharp predictive models, Keke Wu writes. Wu — the director of analytics at Avention, a Concord, Mass.-based real-time B-to-B data provider — wrote a post for InsideBigData.com on Thursday titled "B2B Predictive Analytics in the Big Data Era."

B-to-B E-commerce 2020, 2X the Size of B-to-C
May 15, 2015

B-to-B marketers may be a bit behind their B-to-C counterparts in optimizing their e-commerce platforms, but they will far surpass them soon, predicts Forrester Research. "At Forrester, we estimate that it will reach more than $1 trillion in the U.S. by 2020, double the size of B-to-C e-commerce," writes Forrester Analyst Susan Wu in her May 8 blog post.

Is InMail Worth It? 3 Reasons It May Not Be.
May 15, 2015

Is InMail worth it? LinkedIn wants you to think so. But is it a good investment for you, in your specific situation? Sometimes yes, other times no. Here's a quick checklist to make a smart assessment that leads to an educated decision. Think twice if you:

A Case Study in Data-driven B-to-B Customer Acquisition Marketing
May 14, 2015

While preparing case studies for my new book, I had the fun of interviewing a bunch of very smart B-to-B marketers to learn how they were applying data and analytics to their marketing objectives. One of the most compelling stories came from Doug Sechrist, vice president of demand marketing at Five9

How Much Lead Generation/Nurturing Tech Do You Actually Need?
May 1, 2015

Procuring the best, relevant technology continues to be an important task for marketers keen on staying ahead of their competition. To find out what some of the biggest marketing technology pain points are, we asked experts in a number of marketing disciplines to weigh in.

Marketing Technology Liberates and Enables
May 1, 2015

Marketing technology has exploded in the past three years. According to Chief Marketing Technologist, as many as 1,876 tech companies are battling it out for your dollars in 2015, nearly doubled in number from last year. The largest single category in marketing tech is marketing automation, with no fewer than 211 solutions available today.

How to Prove Your Marketing Works
April 21, 2015

Learn to use market research, sales data, and engagement scores to get a 360 view of your marketing communications’ effectiveness.