B2B-MARKETING | DATA-ANALYTICS

An increased focus on predictive analytics helped SAP drive adoption for a new product and reached a specialized customer segment.

Feel like there’s something missing in your life? Maybe you didn’t see our top 10 most read B2B and marketing technology articles for April. Here’s a recap.

Way back when, companies typically defined their “hot” lists based on some broad criteria, often defaulting to company size, product line, or even the Fortune 500. But these lists can be way off target when it actually comes to producing sales.

A newly unified purchasing, product and customer database is helping B2B publisher Randall Reilly identify new audience segments and create new products.

To see how you are doing and identify your aspirational next-steps compare your company to the best practices of industry leaders in these four critical customer insights and analytics areas .

To the surprise of no one, more than ever, B2B buyers want to do their own research, and increasingly, online ordering. For B2B sales reps, this means an ever-rising risk of displacement.

Sales and marketing organizations are often at odds about what works best in B2B lead gen. Often, both are off-base when it comes to their accusations.

Marketers have always known intuitively that their work was contributing to sales and now, big data is helping them prove marketing isn’t just a cost center.

Today, B2B marketing content needs to be created based on what shoppers want, not what management dictates.

How should you think about customer data management? It really should be seen as a collection of answers to a lot of questions about your customers.