Meet the 2015 FierceCMO Women to Watch in B2B marketing. This year's list includes marketers from global organizations like Pitney Bowes, data specialists like Teradata, and smaller companies that are growing fast, like Greenhouse.
More than two-thirds of B2B marketing professionals believe that predictive analytics technology will have an increased role in their organizations' activities moving forward, according to "The 2015 State of Predictive Marketing Survey Report" from EverString.
The survey also found that 91 percent of marketers who are leading the charge into current and new markets are either fully committed to predictive marketing or are implementing predictive marketing. Sixty-seven percent of marketers who are using both behavioral and firmographic attributes to score their leads are fully committed to predictive marketing.
IBM has reported a $2 billion-plus deal to purchase The Weather Company (which includes its B2B, mobile, cloud-based and web properties). The deal brings together IBM's cognitive and analytics platform and TWC's cloud data platform—a platform that powers its hugely popular mobile app and handles 26 billion inquiries to its cloud-based services each day.
But what's the big reason behind the acquisition? In short, it's all about the data, and could have a big impact on the emerging Internet of Things.
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We'd like to introduce you to the new, revamped FierceCMO! The marketing landscape is constantly evolving, and FierceCMO is evolving right along with it. This week, we welcome readers from our sister publication FierceMobileMarketer into the FierceCMO fold.
Blogging can yield benefits for B2B marketers and businesses beyond the content they provide to readers—SEO strategy, lead nurturing and social marketing strategy can all see a boost from a properly run blog.
The challenge of engaging with today's digitally-connected customer, the rise of connecting with buyers on an individual level and the new opportunities that marketing personalization open up to marketers are among the reasons why the future is bright for B2B marketing, according to Salesforce Marketing Cloud SVP and GM EMEA Paul Smith.
B2B software solutions developer Abila has leveraged homepage segmentation tactics to increase the amount of time customers spend on its website—and to drastically reduce bounce rate.
Mobile video is quickly taking over as the dominant format for viewers, and it's on marketers to make sure video content and advertising is viewable across all platforms and devices.
The rise of mobile, increased spending on content marketing efforts, harnessing social media data, and leveraging marketing tech solutions in new, innovative ways are among the B2B marketing trends to keep an eye out for in the year ahead.