The introduction of AI-powered self-reported attribution is designed to take attribution to offer deeper access into buyer journey insights and the influence of indirect marketing channels. Specific features reportedly include:

• Conversational AI that listens, understands and reports when customers share crucial information about the factors that prompted their engagement or purchase decisions; and
• Merging digital attribution with self-reported attribution to help enrich reporting capabilities by source.

”As AI continues to revolutionize industries, it has empowered us to unlock new frontiers in understanding and optimizing the buyer’s journey,” said Emily Popson, Sr. Director of Growth Marketing at CallRail, in a statement. “Until now, it’s been notoriously challenging to measure the influence of brand marketing, word of mouth or dark social — that data was hidden in conversations. By bridging the gap between traditional attribution methods and AI-driven insights, self-reported attribution empowers marketers to make even more informed decisions and confidently navigate the complexities of today’s marketing landscape.”

This latest announcement closely follows CallRail’s October release of three new AI features, which are designed to help bolster marketing performance by automatically unlocking insights from phone calls.

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Created by senior marketing technology executives and leveraging machine learning, Audyence RTD analyzes more than 17.5 billion firmographic, behavioral and technographic data points to help reduce the operational and capital expenditures associated with planning, purchasing, selling and executing demand generation campaigns.

“The global B2B lead generation industry is already a $21 billion market growing more than 15% per year, but it’s still too dependent on manually managing campaigns and a troubling lack of transparency,” explained Audyence Co-founder and CEO Karl Van Buren in a statement. “That’s where Audyence RTD comes in. To buy leads before our solution, marketers had to work with five or six or more brokers, negotiate with each separately by email or phone call and then manually manage those separate campaigns. We’re automating that entire process from end to end for as many publishers as they want to work with through our marketplace, reducing agency labor costs by 20X.”

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By blending Jifflenow’s and iCapture’s technologies with its own platform, Cvent seeks to streamline post-event follow-up and enable sales and marketing professionals to capture, qualify and convert leads more efficiently. Specifically, the company plans to:

• Leverage Jifflenow’s technology to book qualified appointments at events to convert leads into business opportunities; and
• Use iCapture’s universal lead capture solution to facilitate more intelligent and efficient lead capture onsite.

“Over the past nearly 25 years, we’ve helped power global meetings and events programs, and these acquisitions highlight our continued commitment to innovation and delivering the best-in-class solutions our customers need to drive their businesses forward,” said Reggie Aggarwal, CEO and Founder of Cvent, in a statement. “We’ve known and respected Hari [Shetty, CEO and Founder of Jifflenow] and Brady [Roberts, President and Co-founder of iCapture] since the inception of both Jifflenow and iCapture, and we are extremely excited to welcome their teams to Cvent.”

Cvent’s enhanced trade show and conference solutions will be showcased at the company’s user and industry conference, Cvent CONNECT 2024, which take place June 10-13 in San Antonio, Texas.

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The Informa businesses that TechTarget will acquire include Omdia, a technology research firm; Industry Dive, a provider of specialist content for decision makers; a portfolio of digital media brands, such as InformationWeek, Light Reading, Dark Reading, Network Computer and AI Business; NetLine, an intent-driven lead generation platform; and access to IIRIS, Informa’s B2B data platform.

The strategic benefits of New TechTarget reportedly include:

• A larger research scope and greater access to first-party purchase intent data;
• Enhanced scale across geographics, verticals and market expertise;
• Expanded total addressable markets;
• Increased product diversification to support all phases of the go-to-market journey; and
• The ability to capitalize on the development and launch of new AI products.

“We believe that the importance of permission-based audiences and first-party data is growing exponentially, and this combination positions New TechTarget to capitalize on these impactful trends by increasing our first-party intent signals, archive of original content, traffic footprint and size of our permission-based audience,” said Michael Cotoia, CEO of TechTarget, in a statement. “I look forward to working with Informa Tech CEO Gary Nugent to combine our talented teams, drive new growth opportunities and unlock the full potential of this combination.”

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“I am looking forward to expanding and growing Revline’s services in my role as Managing Director,” said Nachlis, in a statement. “Our team has achieved remarkable milestones over a short period of time, and I am excited to lead us into the future, focusing on innovation, client satisfaction and continued growth.”

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‘Always-On’ Audience Collection

Create Audience Insights & Drive Consumers Closer To Conversion

Another value of zero-party data is the campaign-specific audience insights a brand can gather. By using real-time consumer feedback from your advertisements, marketers can segment viewers into intent-based audiences to amplify their messaging to those who are likely to buy, while also addressing concerns or perceptions of those unlikely to buy in future messaging.

Creating these campaign-specific, zero-party audiences can also help drive consumers closer to conversion.

Better Questions Lead To Better Advertising

The post Creating Winning Campaigns With Zero-Party Data: Tips & Best Practices For Agencies appeared first on Demand Gen Report.

Indeed, presales is a vital step in the marketing-sales-success continuum, but far too many companies overlook it. Presales tools were only included as a separate category on G2 last spring, which is a good indication that as a discipline, presales was under-appreciated and under-developed for a long time.

“Presales, to date, hasn’t garnered the attention it should, but that is rapidly changing,” said Vivun CEO Matt Darrow in a blog post. “More and more sales leaders recognize that when you get presales right, you are more than halfway to closing the sale.”

Like so many other business areas, effective presales hinges on access to the right data points. As technologist Kinza Yasar wrote in a TechTarget blog, presales metrics, which can be centralized via CRM integrations, are “the building blocks of a long-lasting customer relationship.”

As a result of the rising appreciation for presales processes, the amount of available presales tech is expanding. But you don’t need to shell out for the latest expensive tools to make the most of presales for lead nurture — you can achieve amazing insights just by making better use of your CRM data.

CRM data can deliver more accurate information about your potential customers and their preferences, helping you improve the efficiency of your pipeline and maximize conversions.

Optimizing Prospect Interactions

Prospect demographic data is one of the best-known ways to use CRM data, but you might not realize just how hard you can flex it. Common CRM data points like industry, job title and location can help you prioritize the most relevant prospects early in the sales cycle.

This data can also guide your initial decisions about which content to push at the beginning of the buyer journey. As they move through your funnel, CRM metrics (like communication channel activity) and micro-conversions (like content dwell time) can reveal the most successful content types and approaches so you can streamline processes over time.

Today’s buyers have no patience for content that is not relevant to their needs and personalized for their pain points. When asked what made them decide not to buy from a particular vendor, the top two answers were poor business fit and lack of personalization. Almost two-thirds of buyers who got as far as a demo before dropping the deal said that they walked away because the demo wasn’t relevant to their problem.

Fine-Tuning Lead Interactions

Data from prospect interactions can fine-tune your choice of channels for communication, content types and when to reach out to each potential buyer so you can align your sales methods with their buying preferences. As Venkat Malladi, Co-founder and CTO of Vymo, wrote, “To help deeply connect with customers and their preferences, we need CRM data to dive deep into a customer story and provide cues to complete it.”

Bear in mind that Millennials are rising through the ranks to make up a significant percentage of all buying committees, and they don’t appreciate pushy sellers and cold calls. According to TrustRadius’ “B2B Buying Disconnect” report, cold calling is the tactic most likely to turn off prospective buyers. Yet, buyers still need your guidance to reach a happy purchase ending — 45% of buyers think the current sales process is too complex.

This makes it even more important to track:

• Touchpoint interactions;
• The speed at which a buyer moves through the pipeline;
• What buyer-side stakeholders are engaging with your content assets; and
• The length of the sales process.

Such data equips your sales teams to predict customer needs with greater precision and helps structure sales and marketing tactics accordingly. When is the perfect moment to issue a proposal or make a discounted offer? The best clues will always come from your own CRM’s intent signals.

Maximizing Post-Pitch Conversations

After you’ve successfully delivered bottom-of-the-funnel content like a demo or offered a free trial, you’ll want to follow up by checking success data. This is the stage when a misstep can be the most consequential. Among participants in Walnut’s buyer survey, 97% said that a bad demo could ultimately lose software vendors the sale.

Insights into questions raised and content shares among buyer committee stakeholders help you sharpen your demo and other buyer conversations for improved experience in the future. For example, once you know which questions recur the most often among specific buyer personas, you can adjust your demos to always cover them.

Anyone can make a call or send an email. If you’re going to reach people more effectively, then you need access to the right data, tracking how many calls or emails lead to conversations, at what stage they take place, how long they last and when they produce customer action.

Looking ahead, it’s also valuable to track the dates when customer deals are up for renewal, so you can send re-engagement messages in advance. Long-term relationships have never been more important for B2B sales. Your buyers want a trusted advisor who has their long-term interests at heart, which requires following their successes and challenges closely over time.

CRM Data Is Your Hidden Treasure

Despite all of today’s shiny new presales tools, your trusty CRM is where the truly useful signals should live. Presales CRM data can improve your lead nurturing, strengthen your relationships with prospects and customers and smooth the path for increased B2B sales.

Tiffany Ruder is a full-stack marketer who specializes in creating customer-centric messaging and digital experiences that span channels and touchpoints. All about optimizing the customer experience as the ultimate conversion booster, she’s based in Boulder, Colo., but her clients are based all around the world.

The post Using ‘Presales’ CRM Data To Optimize Your Nurture Interactions appeared first on Demand Gen Report.

Stockpress seeks to combine file management with the features of digital asset management software. With the new capital, the company plans to grow its team and invest in attracting, engaging and converting new customers from the content, marketing and creative communities.

“We’re excited to continue scaling the Stockpress business — not just in terms of new customers, but growing through our existing customer base, too,” said Jessica Storry, CEO and Co-founder at Stockpress, in a statement. “We’re building integrations with the tools our customers are using every day. Whether it’s project management, design or communication, we’re looking to be the hub for teams to organize, share and find media files.”

The post Stockpress Raises $1.8M In Seed Funding appeared first on Demand Gen Report.

According to the company, key features of the new collaboration include:

• A user-friendly interface that requires no coding skills;
• Real-time lead transfer capabilities; and
• Instant access to leads in Salesforce Marketing Cloud.

“TikTok enables brands to reach and engage with new audiences and communities they otherwise would not have been connected with before,” said Lorry Destainville, Head of Product Partners for TikTok, in a statement. “Powered by the new way people discover and connect with businesses, we are excited to partner with Salesforce to help advertisers capture the engaging TikTok community and turn them into leads.”

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Datamatics Business Solutions, Inc.,

Murphy brings more than 25 years of experience in the demand generation, information technology, data and marketing domains. Throughout his career, he has held numerous executive leadership positions and drove SaaS-based transformation for global technology companies such as MRP and Oracle.

“We have great confidence in Peter’s visionary leadership skills and his ability to deliver exceptional value to our clients, which will play a pivotal role in steering the company forward,” said Nishant Kanodia, Chairman of Datamatics Business Solutions Inc., in a statement. “With a track record of more than 25 years, Peter has consistently driven business growth through technology-led transformations and successfully navigated challenging market conditions. As we embark on our next phase of global expansion, we are thrilled to have Peter leading the way. We firmly believe that his vision for the company will further solidify our position as a frontrunner in the B2B data and demand generation sector.”

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