Blogs

Intent Data: The Backbone of Effective Account Scoring

Effective B2B marketing teams have always scored leads, often with statuses like Marketing Qualified (MQL), Sales Accepted, and BANT. These ...
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/ Marketing Cloud

How to Make Content Work Harder in ABM

95% of B2B buyers choose solutions where the brand “provide(s) them with ample content to help navigate through each stage ...
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/ Marketing Cloud

6 Tips: Lead ABM Engagement with Attention-Getting Content

Account-based marketing (ABM) is more impactful than other B2B demand generation strategies largely due to the ease of using relevant, ...
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/ Marketing Cloud

“Sales-Ready” B2B Lead Scoring: All About Data and Context

Part 1 of this two-part series looks at the data side of lead scoring. Part 2 is all about context ...
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/ Marketing Cloud

What’s Been the Impact of AI on B2B Marketing?

Some of the most remarkable developments in online B2B marketing have been inspired by artificial intelligence (AI). Here’s a recap ...
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/ Marketing Cloud

Audience Segmentation Essentials for B2B Marketing Strategy

Audience segmentation refers to differentiating and categorizing audience groups into various sections based on their online behavior, demographics and demands ...
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/ Marketing Cloud

A Vision for AI and Data-driven Marketing

(Enjoy this conversation about data-driven marketing with RK Maniyani -- True InfluenceCo-Founder and Chief Technology Officer. This interview originally appeared ...
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/ Marketing Cloud

5 Common Lead Generation Mistakes: How to Fix and Avoid

Lead generation has to be one of the most talked-about topics in the B2B marketing landscape. And why shouldn't it ...
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/ Marketing Cloud

5 Ways to Refresh Stale B2B Marketing

B2B marketing can be a vibrant powerhouse that boosts brand value, generates quality leads and drives revenue. Or it can ...
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/ Marketing Cloud

5 Must-Have B2B Marketing Skills in the Age of AI

Artificial intelligence tools provide many B2B marketing skills that brands need today to reach and engage buyers in the digital ...
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/ Marketing Cloud

3 Risks of Over-Personalization in B2B Lead Generation

By Praveen BallaVice President, Production, True Influence The degree of personalization AI brings to B2B lead generation is almost limitless, ...
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/ Marketing Cloud

AI-driven Audience Segmentation Adds Value to B2B Marketing

For B2B marketers, audience segmentation can be a game changer when it comes to organizing audiences into smaller groups. Audience ...
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/ Marketing Cloud

Say So Long to These 8 B2B Digital Marketing Myths

If you are a marketer, be it B2B or B2C, digital marketing is your jam. Without investing in digital marketing ...
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/ Marketing Cloud

AI-driven Marketing: Multivariate or Single Variable Analysis?

The ability to identify buyers engaging with your brand or with a topic relevant to your solutions is high on ...
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/ Marketing Cloud

SAP Digital Marketing Leader: Lessons in Growing a Pipeline

Feel like your digital marketing is missing something? Want to help your business use insights more effectively? If so, the ...
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/ Marketing Cloud

Demand Marketing Analyst Featured at Live Virtual AI Event

Kerry Cunningham lives B2B demand marketing practically every day. A Forrester vice president and principal analyst, he advises B2B clients ...
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/ Marketing Cloud

10 Virtual Events to Put You at the Top of Your B2B Game

Virtual events took on new value over the past year, as they gave business professionals the opportunity to learn and ...
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/ Marketing Cloud

What to Ask When Evaluating a Marketing Cloud

We all use something connected to a cloud-based solution, and for marketers, that’s probably a marketing cloud. Use the advice ...
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/ Marketing Cloud

Summit Panelist Spotlight: Using AI for the Greater Good

Artificial intelligence (AI) and intelligent systems continue to evolve, from projects at a global scale to the most minute applications ...
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/ Marketing Cloud

Summit Panelist Brings Advocate’s View of Google and B2B AI

The upcoming True Influence Summit is about all things AI in B2B. One of our panels features AI savant, Laurence ...
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/ Marketing Cloud

5 B2B Data Management Best Practices

If you want to make sure you’re handling B2B data correctly, these five best practices in data management will put ...
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/ Data Solution

How to Evaluate Intent Data Providers

All intent data is not created equal, and neither are all intent data providers. Use this guide for the comparative ...
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/ Data Solution

How AI Expands Prospect Data with Delicious Results

By Praveen BallaVice President, Production, True InfluenceThe traits and behaviors that indicate a prospect is likely a good customer are ...
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/ Data Solution

These Martech and Adtech Partnerships Help B2B Brands Get Data

Martech, short for marketing technology, refers to technologies used with the intention of reaching potential customers. Advertising technology or adtech, ...
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/ Data Solution

Intelligent Database: Smarter Data. Smarter Marketing.

Of all the tools available to data-driven B2B marketers, an intelligent database has to be one of the most valuable ...
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/ Data Solution

FLoC: Suitable Alternative to Third-Party Cookies?

Google has come up with a machine learning-based initiative FLoC (Federated Learning of Cohorts) just as third-party cookies phase out ...
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/ Data Solution

B2B Lead Qualification Based on the Human Context

Part 2 in a series, this article looks at the context side of lead qualification. Part 1 covers data. By ...
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/ Data Solution

Data Management Transparency Builds Buyer Trust

Is your data management practice transparent to buyers? Do your practices abide by laws like General Data Protection Regulations (GDPR) ...
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/ Data Solution

How AI Helps B2B Marketing Prioritize Accounts

By Praveen BallaVice President, Production, True Influence Data-driven B2B marketing and sales involves more than amassing volumes of data. It’s ...
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/ Data Solution

Truth Matters: 5 Ways to Grow Trust in Marketing

It sounds so obvious: Build your business on principles of truth and honesty, because trust in marketing pays huge dividends ...
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/ Data Solution

Data Protection Finds Strong Defender in Technology

Data protection has never been more important. In 2020 alone, the United States experienced 1,001 data breaches, and throughout the ...
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/ Data Solution

AI Innovation: At the Edge of Mainstream B2B

By Praveen BallaVice President, Production, True Influence AI innovation is transforming every aspect of B2B sales and marketing, from content ...
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/ Data Solution

Intent Data Cures Four Marketing Automation Headaches

It’s hard to imagine a business world without marketing automation. Marketers have become accustomed to its existence in so many ...
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/ Data Solution

How Intent Data Aligns B2B Sales and Marketing

Intent data has a special role in promoting B2B sales and marketing alignment -- a priority for most B2B companies ...
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/ Data Solution

How Data Marketplace Unlocks Value for Buyers and Sellers

Data marketplaces provide structured platforms for businesses to buy and sell data of their choice. Similar to other marketplaces that ...
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/ Data Solution

Four Steps to Operationalize AI Ethics in B2B

Have you thought about what AI ethics might look like in your organization? This article explores an important topic and ...
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/ Data Solution

AI in B2B Marketing: 13 Strategic Questions and Practices

AI and intent data have helped organizations of all kinds answer the perennial B2B question - what do buyers want? ...
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/ Data Solution

The True Influence of AI on Digital Marketing

Artificial intelligence (AI) is both the future of digital marketing and a powerful, present-day platform for advertising, campaigns and other ...
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/ Data Solution

Panel Spotlight: B2B Growth Exec on AI and Data-driven Revenue

The mission of the upcoming live virtual Summit is to give the B2B community a chance to learn from real-world ...
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/ Data Solution

Enrich B2B Content Marketing with Intent Data and AI

Intent data and AI help your B2B content stand out from the clutter and noise online today, but users have ...
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/ Data Solution

Programmatic Job Skills: Does Your Team Have What It Takes?

In 2020, digital channels accounted for 80% of budgets, with the highest spend in digital advertising. Marketers are optimistic about ...
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/ Programmatic Display

Google Privacy Sandbox – Not Everyone Is Playing Along

By Craig WeissChief Operating Officer, True Influence Unsurprisingly, other big tech platforms are not lining up to play in Google’s ...
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/ Programmatic Display

FLoC, Proprietary Data Networks and What Privacy Really Means

By Craig WeissChief Operating Officer, True Influence As the era of the third-party cookie drags to a close, industry pundits ...
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/ Programmatic Display

Are These 5 Display Ad Pain Points Haunting You?

Display ad pain points are something you can’t just put aside to deal with later. You must address them before ...
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/ Programmatic Display

Quick Tour of 8 Targeting Tactics for Programmatic Display

Targeting has become one of B2B marketers’ most powerful tools for successful programmatic display advertising. This tactic refers to all ...
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/ Programmatic Display

Contextual Targeting Takes Brands to Buyers

In the ever-changing world of B2B marketing, contextual targeting continues to gain momentum. It helps brands satisfy the requirement to ...
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/ Programmatic Display

Programmatic Marketing Connects Brands with Buyers Across Funnel

B2B buyers interact with many online sources in pursuit of answers, and programmatic marketing keeps brands in front of in-motion ...
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/ Programmatic Display

6 Best Practices for Better Programmatic Marketing ROI

Programmatic marketing has become a staple of the online diet. From our laptops to our over-the-top TV content, CMOs try ...
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/ Programmatic Display

How Programmatic AR & VR Help B2B Awareness & Engagement

The ground-breaking, immersive engagement of Programmatic Augmented Reality (AR) and Virtual Reality (VR) reflect the shifts underway in digital advertising ...
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/ Programmatic Display

5 Ways AI Serves Programmatic and Online Marketing

(Get the latest thinking on AI for B2B online marketing at the True Influence Spring Summit: “Accelerating Revenue with Artificial ...
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/ Programmatic Display

Programmatic’s Role in B2B Marketing

Innovation in programmatic advertising continues to reshape B2B marketing. The pandemic escalated digital transformation across industries and functions, and marketing ...
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/ Programmatic Display

How Will Programmatic Marketers Measure Performance in a Cookieless World?

Until now, digital marketers have harnessed the power of data and programmatic marketing primarily through cookies. After relying on cookies for ...
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/ Programmatic Display

Programmatic ABM: Reach, Engage, Convert

Account-based marketing (ABM) plays an important role in many B2B demand gen strategies, and programmatic ABM provides these campaigns with ...
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/ Programmatic Display

Choosing a B2B Programmatic Partner?

7 Things that Matter in the New Normal Who would have thought an unknown virus would play such a role ...
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/ Programmatic Display

B2B Teams Need These 3 Programmatic Advertising Skills

The internet explosion paved the way for today’s booming digital marketing landscape, with programmatic advertising at the epicentre. Traditional marketing ...
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/ Programmatic Display

How AI Reduces Programmatic Advertising Fraud

Programmatic advertising fraud has become a digital monster preying on the goals and dreams of B2B marketers everywhere. Imagine a ...
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/ Programmatic Display

Smash These Five Challenges in B2B Programmatic Advertising

Programmatic advertising has gained traction these days in the B2B world. By automating the process of buying and optimizing digital ...
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/ Programmatic Display

Is Programmatic Advertising the Future of B2B Marketing?

Programmatic advertising innovation continues to reshape B2B marketing. The pandemic escalated digital transformation across industries and functions, and marketing and ...
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/ Programmatic Display

B2B Programmatic Marketing: What to Expect in 2021

With an uncertain year ahead, your B2B programmatic marketing strategies must prepare for the possibility of more bumpy rides. 2020 ...
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/ Programmatic Display

7 Ways To Justify Programmatic Advertising To Your Boss

You may be called up to justify programmatic advertising to someone higher up in your organization. This blog offers ways ...
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/ Programmatic Display

6 Signs Leaders Need to Consider in Content Syndication

Content syndication has a reputation as a proven technique for increasing website traffic, lead generation and bolstering brand awareness. When ...
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/ Content Syndication

Time for a New Partner? How to Evaluate Content Syndication Venders

A good relationship with any partner, including content syndication providers, starts with good questions. Here’s what to ask to find ...
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/ Content Syndication

Premium B2B Leads Need Premium Response

When you’re handed premium, intent-driven B2B leads, your follow-up engagement must be just as stellar.  Imagine you’re a sales professional, ...
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/ Content Syndication

Take the Long View with B2B Content Experience

Content experience is the impression or feeling a prospect gets after an interaction with your digital content. The content buyers ...
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/ Content Syndication

Be Done with These 5 B2B Content Marketing Myths

B2B marketers use content marketing to build brand identity, expand their audience, and drive leads and sales, but most importantly, ...
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/ Content Syndication

Does Content Syndication Have a Place in B2B Marketing?

For some reason, many B2B companies have either struggled to grasp content syndication or flat-out ignored it. If you’re a ...
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/ Content Syndication

Intent-driven Blogging: Lead Generation for B2B Marketers

Blogging remains a basic piece of most content marketing strategies, and intent-driven blogging for lead generation takes it to the ...
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/ Content Syndication

AI and Big Data: B2B Personalization Leaps Forward

By Praveen BallaVice President, Production, True Influence AI is making the classic notion of the marketing funnel obsolete. That may ...
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/ Content Syndication

4 Ways to Intensify B2B Content Marketing with AI and Intent Data

All the hype about artificial intelligence actually has a good deal of truth when it comes to AI and B2B ...
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/ Content Syndication

Why B2B Buyers Want Your Syndicated Content

B2B marketers make frequent use of content syndication to reach B2B buyers. An intent-led content syndication campaign identifies prospects around ...
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/ Content Syndication

4 Ways B2B Brands Use AI and Content Marketing

AI and content marketing are proving to be the proverbial “match made in heaven.” Artificial intelligence has demonstrated enormous potential ...
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/ Content Syndication

Content Marketing: 5 Metrics to Capture Your Success

A survey states that only 21% of content marketers successfully measure their content marketing in terms of ROI. This stat ...
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/ Content Syndication

How to Use B2B Content to Attract Quality Subscribers

When marketers understand what their prospects do and look for across the funnel, brands can focus on providing those answers ...
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/ Content Syndication

7 Content Syndication Best Practices for 2021

With millions of people reading blogs and other content online, content syndication has become a convenient way to reach out ...
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/ Content Syndication

How Content Syndication and SEO Can Work Well Together

Some B2B brands have resisted the benefits of content syndication, fearing its influence on their SEO. In fact, only 30 ...
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/ Content Syndication

Build Brand by Aligning B2B Content with Buyer Interests

Aligning content with buyer interests can be confusing and involves no small bit of guesswork. That’s especially so when your ...
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/ Content Syndication

5 B2B Content Syndication Mistakes to Avoid

B2B Content syndication is an effective way to expose a business brand to a wider, but still targeted audience. Most ...
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4 ABM Tactics: How to Find Qualified Leads Sales Will Love

As a B2B marketer, do you use account-based marketing tactics to fill your pipeline with qualified leads? A company’s financial ...
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How Does Content Syndication Impact SEO?

Intent-led content syndication is a proven way to increase brand exposure and quality leads, but how does content syndication impact ...
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/ Content Syndication

Intent-led Content Syndication Services: What to Look for in a Partner

An intent-led content syndication partner brings the key ingredient for success -- intent data. So, how do you choose the ...
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