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U.S. Firms To Spend Over $10 Billion On Third-Party Audience Data In 2017 & Even More On Third-Party Solutions To Use That Data - PRWeb

The IAB Data Center of Excellence and the Data & Marketing Association (DMA) have released “The State of Data 2017,” a study showing that U.S. companies will have spent $10.05 billion on third-party audience data in 2017 for advertising and marketing efforts. However, slightly more – $10.13 billion – will have been spent on third-party solutions to support its activation.

The research, compiled by Winterberry Group and based on an analysis of financial information provided by a range of the nation’s leading commercial data providers, estimates that of the money spent on third-party solutions, $4.3 billion is expected to be spent in 2017 on supporting data integration, processing, and hygiene. These types of services help maximize the accuracy and actionability of audience data, while providing contextual brand safety. Spending on hosting and management solutions is anticipated to hit $4.2 billion by end of the year. Analytics, modeling, and segmentation solutions are expected to take in $1.63 billion.

The study revealed that of the $10.05 billion expected in third-party audience data more was spent on Omnichannel than others, reflecting the value marketers are placing in reaching consumers on multiple devices: 
    Omnichannel ($3.53 billion)
    Transactional ($2.99 billion)
    Digital ($2.07 billion)
    Specialty ($0.88 billion)
    Identity ($0.56 billion)
CYDigital's insight:

U.S. Firms To Spend Over $10 Billion On Third-Party Audience Data In 2017 & Even More On Third-Party Solutions To Use That Data - PRWeb

 

The Data Economy in action.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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HubSpot acquires AI startup Kemvi to arm salespeople with automated research - VentureBeat

HubSpot acquires AI startup Kemvi to arm salespeople with automated research - VentureBeat | The MarTech Digest | Scoop.it
Inbound marketing and sales company HubSpot has acquired Kemvi, a fledgling startup that uses artificial intelligence (AI) and machine learning to automatically extract information from websites, press releases, blog posts, and SEC filings in order to serve sales reps key insights into prospects. Terms of the deal were not disclosed.

Indeed, the company’s DeepGraph engine targets B2B companies with learning algorithms that can extract meaningful information and insights from any piece of digital text and then merge that with data and knowledge from companies’ own internal sales and marketing teams to forecast buyers’ behavior.
CYDigital's insight:

Powerful, and will play a significant role in ABM.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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Mintigo raises $10 million to help B2B firms target their most likely customers - VentureBeat

Mintigo raises $10 million to help B2B firms target their most likely customers - VentureBeat | The MarTech Digest | Scoop.it
Mintigo, an enterprise-focused predictive market and sales platform, has sealed $10 million in a round of funding led by Glilot Capital partners, with participation from Sequoia Capital IL, Adams Street Partners, Giza Venture Capital, Maverick Ventures, and Vintage Investment Partners.

Founded in 2009, San Mateo-headquartered Mintigo targets B2B companies with a platform that helps them identify prospects that are most likely to buy their products. It does this by collecting thousands of data points from across more than 50 million companies around the world, garnering data that includes financials, staff, hiring trends, technologies used, and purchase intent. These “marketing indicators” are then merged with data from a business’ own marketing platforms and are used to create predictive models to identify the highest value customers.
CYDigital's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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How B2B Marketers Leverage Data to Target Buyers - eMarketer

How B2B Marketers Leverage Data to Target Buyers - eMarketer | The MarTech Digest | Scoop.it
A March 2016 survey of B2B marketers worldwide conducted by Dimensional Research for Progress found that 70% of respondents use big data, historical information and predictive analytics to improve their marketing effectiveness. Furthermore, April 2016 polling by Regalix found nearly four in 10 B2B marketers said a key benefit of marketing analytics is identifying precise customer needs.

CYDigital's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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The Most Popular B2B Data Providers With Marketers - MarketingProfs

The Most Popular B2B Data Providers With Marketers - MarketingProfs | The MarTech Digest | Scoop.it
Business-to-business marketers say ZoomInfo, InfoUSA & Data.com are the B2B data providers they use most. See what B2B marketers use that data for and the biggest shortcomings of data providers.
CYDigital's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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What Are the Most Popular B2B Data Providers? - MarketingCharts

What Are the Most Popular B2B Data Providers? - MarketingCharts | The MarTech Digest | Scoop.it
CYDigital's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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4 Data Enrichment Tools for Lead Generation | TechnologyAdvice

4 Data Enrichment Tools for Lead Generation | TechnologyAdvice | The MarTech Digest | Scoop.it
Up to 6.5 percent of your marketing/sales data loses validity every month. Data enrichment tools help solve this problem without manual efforts.
CYDigital's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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3 Questions to Ask B2B Intent Data Providers - TechTarget

3 Questions to Ask B2B Intent Data Providers - TechTarget | The MarTech Digest | Scoop.it
Let’s say an external intent data provider is telling you “Acme Corp.” is showing strong or increased intent activity around Flash Storage solutions. Ask them these questions:

Question 1: “You say Acme is investigating Flash Storage. How do you know it’s Acme?”
Look for providers who offer techniques beyond IP lookup for identifying accounts, such as direct user input into registration forms.

Question 2: “How do you know Acme’s interested in Flash Storage?”
Ask providers for a specific understanding of the content sources (Web sites, Social Networks) they’re using to derive intent in your market area. Beware of solutions that don’t reveal the source of the content and user/account activity – it’s a warning sign they may be associating intent where none actually exists.

Question 3: “Who at Acme Corp. is investigating Flash Storage?”
Ask the provider if they provide contact lists for the accounts they identify as active/in market. If they do, ask them the source of the contacts, and whether those contacts are “just names” or whether they are the actual people who generated the intent signals in the first place.
CYDigital's insight:

Curated for you by marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  #MarTech #DigitalMarketing

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Harte Hanks Launches Data Refinery - Direct Marketing

Harte Hanks Launches Data Refinery - Direct Marketing | The MarTech Digest | Scoop.it
Multichannel marketing services provider Harte Hanks today introduced the Data Refinery, a Hadoop-based platform that sorts large volumes of data across multiple sources in real time. The result, promises the company, is application-specific customer profiles that are based on the most current and accurate data.
A press release touts the Refinery's “flexible data ingestion and preparation” that allows for on-demand analysis and modeling and leads, ideally, to more relevant messaging based on real-time feedback. It sifts through both structured and unstructured data to select the most valuable data elements for the task at hand, Harte Hanks says.


marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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The 7 Best Ways To Find Anyone’s Email Address (Even If Unlisted) - DailyTekk

The 7 Best Ways To Find Anyone’s Email Address (Even If Unlisted) - DailyTekk | The MarTech Digest | Scoop.it
VoilaNorbert

Email Permutator

Spokepoint Email Lookup

EmailBreaker

X-Ray Search Engine

Toofr

Thrust.io


MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.

CYDigital's insight:

Some free, some paid. Hey: we all have a few gaps in our database. Click through for the links.

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The Majority of B2B Companies Are Using Incomplete Data - DM News

The Majority of B2B Companies Are Using Incomplete Data - DM News | The MarTech Digest | Scoop.it

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.

CYDigital's insight:

And thus the rationale for 3rd party data integration with the in-house database...especially built-into CRM and MAP. With a monthly shrink of 2.5-3.5%, within a short period of time a DB becomes filthy.

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ZoomInfo Unveils FormComplete For Shorter Lead Gen Forms - DemandGen Report

ZoomInfo Unveils FormComplete For Shorter Lead Gen Forms - DemandGen Report | The MarTech Digest | Scoop.it

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

CYDigital's insight:

FYI

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6 thorny data problems that vex B2B marketers, and how to solve them - Biznology

6 thorny data problems that vex B2B marketers, and how to solve them - Biznology | The MarTech Digest | Scoop.it

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CYDigital's insight:

#5: Thinks Total Budget/MQLs.

#6: Use the available tools to manage social media data (better yet, deemphasize it vs. other tactics).

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Exciting new tools for B2B prospecting - Biznology

Exciting new tools for B2B prospecting  - Biznology | The MarTech Digest | Scoop.it

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CYDigital's insight:

An excellent summary of the available resources to enhance your database. Honestly, solid work to build your complete database of your targeted universe should make inbound marketing superfluous. 

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Spotlight on…Every Market media launches global B2B database - FierceCMO

Spotlight on…Every Market media launches global B2B database - FierceCMO | The MarTech Digest | Scoop.it
Every Market Media has launched a B2B international marketing database, which represents 217 countries and 70,000 business types in its 25,975,162 records. Each record in the database includes, at a minimum, a business type and unique email address. The company said many of the records include full business card values (Contact Name, Title, Company Name, Address, City, State, Zip, Phone and Email).


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CYDigital's insight:

FYI as we're constantly looking to improve the in-house DB.

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G2 Crowd Announces Winter 2015 Rankings of the Best Sales Intelligence platforms - G2

G2 Crowd Announces Winter 2015 Rankings of the Best Sales Intelligence platforms - G2 | The MarTech Digest | Scoop.it

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Customer Experience Matrix: Radius Provides High Quality Data on Small Businesses

Customer Experience Matrix: Radius Provides High Quality Data on Small Businesses | The MarTech Digest | Scoop.it
What Radius does will sound broadly familiar to loyal readers of this blog: it scans social media, Web pages, government records, and other online sources to build a list of more than 20 million U.S. businesses and their attributes. It supplements these with conventional data sources to capture businesses with a limited digital profile. In its current incarnation, Radius also imports a list of won and lost deals from each client’s CRM system (direct connection to Salesforce.com, batch imports from others) and shows how well each attribute correlates with success.


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CYDigital's insight:

And you can see how predictive is one (big) step away. If you're a mid-size to Enterprise, Radius should be on your radar.

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Marketers Most Effective Sources of Data - Marketing Charts

Marketers Most Effective Sources of Data - Marketing Charts | The MarTech Digest | Scoop.it
The most important objective for data-driven marketing in the year ahead is to increase revenue attribute to marketing (44%), according to a survey of 272 marketing, sales and business professionals from around the world, the vast majority (72%) of whom are B2B-focused. Analytics (60%) emerges as the most effective source of marketing data used by respondents, ahead of website (45%) and email (44%) data. Separately, lack of data quality and completeness easily ranks as the most challenging obstacle to data-driven marketing success, supporting results from other research on this topic.


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The 2014 State of B2B Marketing Data - NetProspex | #TheMarketingTechAlert

Topline:


84% of marketing databases are barely functional.

88% of 61M+ records analyzed were lacking basic firmographic data.  (industry, company revenue, number of employees)

 

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CYDigital's insight:

Pretty woeful study. Data kills, peeps: get some! The report is a quick read.

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B2B prospecting data just keeps getting better - Biznology | #TheMarketingAutomationAlert

B2B prospecting data just keeps getting better - Biznology | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
The most reliable and scalable approach to finding new B2B customers is outbound communications--whether one is using mail, phone, or email, or using rented or purchased lists.


Basic/ Excerpt...


Some of the more intriguing fields now available to marketers include:

 

    -- >  Spending levels on legal services, insurance, advertising, accounting services, utilities, and office equipment (Infogroup)

    -- >  Self-identifying keywords used on the company website (ALC)

    -- >  Technology usage “intensity” score, by product (HG Data)

    -- >  Out-of-business indicator, plus credit rating and parent/subsidiary linkages (Salesforce.com)

    -- >  Company SWOT analysis (OneSource)

    -- >  Whether the company conducts e-commerce (ALC)

    -- >  List of company competitors (OneSource)

    -- >  Biographies of company contacts (OneSource)

    -- >  Employees who travel internationally (Harte-Hanks)

    -- >  Employees who use mobile technology (Harte-Hanks)

    -- >  Links to LinkedIn profiles of company managers (Stirista)

    -- >  Executive race, religion, country of origin, and second language (Stirista)

 

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NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com.

 

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CYDigital's insight:

The post refers to the wealth of data now available today. As usual, you have to pick and choose unless you can budget and secure from all the major sources and consolidate into a single DB. Biznology's report is excellent: download it here.

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Marketers and Their Problems With Data - MarketingCharts | #TheMarketingAutomationAlert

Marketers and Their Problems With Data - MarketingCharts | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

For all the talk about “real-time” insights, it turns out that very few marketers are actually looking at their data sources every day. At least that’s one of the takeaways from a new Domo-sponsored report [download page] that presents study results suggesting that marketers are disconnected from (drumroll…) data. Domo’s survey of 301 marketers indicates that no more than one-third of respondents are checking – on a daily basis – any of the data sources they use.

 

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NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com.

 

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CYDigital's insight:

You got to be kidding?! Who's guilty of this? C'mon, raise your hand...

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B2B Marketers Primary Sources of Prospect Data and Customer Insights - MarketingCharts | #TheMarketingAutomationAlert

B2B Marketers Primary Sources of Prospect Data and Customer Insights - MarketingCharts | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Excerpt...


Just 16% of North American B2B marketers say that their prospect data is accurate, reliable and comprehensive, with 79% admitting it needs improvement, details the CMO Council in a new report [download page]. Part of the problem seems to be that a plurality 24% update their data resources only periodically, with few doing so constantly in real-time (17%) or daily (14%). Marketers may have difficulty updating data more than periodically, given that they are drawing on a wide variety of sources.


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NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com.

 

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CYDigital's insight:

Can't argue with the sources nor the order of priority, but I'm a bit surprised that proprietary DBs are only 51%.

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