Engaging in Conversations Rather Than Disseminating Information

May 21, 2019 | 73 views

What does effective marketing engagement look like?In the common model we see today, it’s something like this: Brands push out relevant messaging, hoping to compel a response or interaction that leads to a conversation (and maybe ultimately a conversion). This can be anything from a comment on a social media post to a chat window initiation.Nothing wrong with that. These back-and-forths between brands and individuals are important ingredients toward building trust and loyalty. The problem is that, as a sole method for driving engagement, the cast-and-wait approach is too dependent on explicit triggers to spark these interactions.  Devising and creating content that drives targeted engagement is hard work. It’s worthwhile, but hard, and sometimes even well conceived plans miss the mark. What if you were able to develop a self-driven engagement engine, which fostered strategic conversations built awareness among your most valuable customers and prospects?

Spotlight

Mobile Marketing Association

The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others.

OTHER ARTICLES
CHANNEL PARTNERSHIPS

Unlock Channel Partner Engagement with These Three Tricks

Article | July 13, 2022

Channel partners are a bridge between businesses and their customers. They are crucial for increasing sales, achieving revenue targets and tapping new opportunities in new markets and verticals. Because of this, businesses want to strengthen their relationships with their channel partners, such as distributors, resellers, or technology partners. "Distribution is the single most viable alternative to complement and supplement a direct sales organization." – Phillip L Peck, Former Director of Sales for EagleBurgmann Do you rely on channel partners to reach your customers? Read on to find out how you can enrich your channel partner relationships. Channel Partner Enablement Channel partnerships need enablement through engagement. The right content, proper tools, and accurate information about your products, customers, and territories drive this engagement. Continually improving and retaining a good relationship with channel partners is imperative to bring in sales and revenue, increase market share and improve your bottom line. Here are the three tricks that can help you boost your channel partner engagement: Don’t Let Partners Fend for Themselves Identify what your channel partners are looking for to increase their productivity. Product training resources and marketing collateral that are full of crucial information add value to your channel enablement plans. Crisp and to the point, product information allows partners to grasp and adapt to any change. Constant support and enablement encourage partners to do more. A sophisticated partner relationship management (PRM) software can help you organize resources, track progress on leads, and understand the partners’ performance. Channeltivity, a partner relationship management software provider, helped Outmatch, a hiring experience stack provider, grow their partner base by over 300% without hiring new staff. This is a great example of PRM software’s success in managing partnerships. Create a Strong Channel Partner Program Your channel partner program shows how committed and involved you are with both the channel partnership and your end customer. Partners who work with other businesses might analyze you through every interaction they have with you. Ensuring that you treat all your partners — enterprise-level, small or mid-sized channel partners — the same way can help create healthy partnerships. Keep Communication Channels Open Find the right and most effective way to communicate with your channel partners so you remain on the same page. To increase engagement, remain approachable and listen to your partners with an open mind. Address concerns or suggestions rationally and ensure that your communication is clear and goal-oriented. Microsoft Teams, Facebook groups, and Slack can add a personalized touch as compared to sending out email blasts. Consider using a PRM tool that offers messaging features so you can collaborate, communicate, and document your interactions with your partners. Transparency in communication will increase partner productivity, profitability, mutual trust, loyalty, and partnership longevity. Key Takeaways Offering rewards for exceptional performance, aligning your partnership strategy with your partners’ needs, and maintaining clarity in communication can bring you the output you expect from channel partnerships.

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CUSTOMER EXPERIENCE

Online Multi-channel Marketing: Customer Outreach Redefined

Article | July 5, 2022

Marketers strive to expand their marketing efforts to new channels to connect with their target audience through multi-channel marketing effectively. Channels such as email, websites, social media, display ads, and retail storefronts become touchpoints to connect with customers about their product or service. So, let us delve into multi-channel marketing (MCM) and understand how it helps you elevate your customer experience. Multi-Channel Marketing: A Multiverse of Possibilities When a customer browses a product on an e-commerce website, his social media ad recommendations reflect that. He may also receive a coupon in his email so he can complete his purchase. This is the essence of multi-channel marketing. According to Stellardigital, 72% of consumers prefer to engage with brands and enterprises through multi-channel marketing. With this in mind, businesses use marketing automation for its ability to streamline the complex criteria of MCM campaigns and boost their accuracy. MCM campaigns are sophisticated and detail-oriented in both, one-to-one interactions and broad demographic targeting. MCM facilitates: • Casting a Wider Net: Extensive Reach Marketers can reach a wider demographic through multiple channels. The target audience has a choice to interact with your brand through a medium they prefer and find comfortable. This factor can contribute to conversions. • Creating Multiple Touch Points: Improved Engagement Multiple touchpoints can enrich your marketing funnel and help you collect more data. This data will help you better understand your customers. It can also give you insights into what kinds of promotions work best for your audience. • Unified Marketing Approach: Brand Consistency Continually marketing on different channels ensures that you maintain brand consistency to attract customers. It could be a great way to help improve the reputation of your brand on the market so that your customers continue to buy from you. Hiccups in Implementing MCM Implementing MCM may not be a smooth-sailing ride. Here are some of the issues you might face while carrying out MCM campaigns: • Lack of Control You cannot funnel your audience to a specific medium you prefer. For example, a telephonic conversation may generate more conversions than a website. However, many customers prefer to order online. So, your chances of getting conversions dwindle. • Tedious to co-ordinate Many channels work in tandem in MCM. It is overwhelming to manage cross-promotions and integrated marketing together. Co-ordination might be the biggest struggle on the pathway to MCM success. • Expensive and Time-Consuming MCM campaign management is draining and time-consuming. You might have to hire dedicated staff that can devote time to the campaigns. In addition, MCM can be an expensive endeavor if your goals are not clear. Ensuring MCM Success Despite the challenges, you can execute MCM successfully by following these steps: • Get Acquainted With Your Audience Find out which channels your target audience spends most of their time on. This information will increase the efficiency of your MCM campaign. • Break the Channel Silo Ensure that in cross-promotional initiatives, different media and channels complement each other. • Test Your MCM Campaign Engage control groups to test the efficiency of your MCM campaign to avoid any mishaps and unexpected pitfalls. • Establish Multiple Touch Points Utilize touchpoints like social media, email newsletters, mail-in items and surveys to provide additional information on your product or service to your target audience. Wrapping It Up The biggest advantage of multi-channel marketing is that it reaches out to a broad demographic. It can amplify your marketing campaign’s reach and frequency and deliver your messaging effectively. An example of a successful multi-channel marketing strategy would be Apple. Apple’s physical stores are customer touchpoints that help Apple offer an immersive brand experience without pushing customers to make a purchase.

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CHANNEL PARTNERSHIPS

Simplify Channel Partnerships with Channel Partner Management Software

Article | July 20, 2022

Channel Partners: Scale Your B2B Sales B2B organizations form alliances with like-minded, goal-oriented channel partners such as resellers, distributors, service providers, vendors, agents, or retailers to increase their market share and scale their growth. Channel partners help organizations venture into new markets, passionately co-sell their products, market their offerings to customers, and achieve revenue through sales. As a result, you can focus on efficiently utilizing your existing resources to innovate and offer exceptional customer service instead of hiring new employees. In a candid conversation with Media 7 about the growth of the partner market. “We're working with some huge brands at the moment, we're giving companies a faster way to start Partner Marketing. Find the partners you want to work with, or the publishers or creators or affiliates, to promote your business.” Sam O’Brien, CFO at Affise How Do Channel Partnerships Drive Revenue? More than 90% of company executives and channel leaders expect to increase revenue directly through their partner ecosystem. (Source: 2021 Annual Channel/Partner Marketing Benchmark Survey conducted by Demand Gen Report and Channel Marketer Report) In a channel partnership, the ground rules for revenue generation are laid beforehand. Channel partners optimize their performance to match each other’s expectations. The revenue in channel partnerships is governed by the type of partnership. Some of the most popular channel partnerships are channel value-added resellers (VARs), service delivery partners, technology alliance partners, cloud service providers, and high-velocity partners. Channel partnerships drive revenue by: Increasing a brand’s market presence through the channel partner’s credibility Leveraging an already established customer base to improve brand recognition Enabling the sales channel using defined processes that accelerate lead conversion Offering a bigger network of connections in the target industry domain A revenue performance management strategy uses partner engagement data from marketing assets that help close deals. It helps you understand how every part of your partner network is performing and which areas need extra attention. You can do this effectively through partner relationship management (PRM). Read on to find out the finer details of PRM. Partner Relationship Management: How to Net on Channel Partnerships? Partnership relationship management is a combination of processes, software tools, and strategies that help businesses optimize their channel partnerships. Channel partner management software usually includes a partner portal, a customer database, and tools that allow businesses and partners to manage leads and opportunities. A PRM system also gives insights into the sales and revenue metrics to understand how well a partnership is faring. You can track inventory, product pricing, operational efficiency, and discounts through a PRM system. Streamlining PRM According to Gartner, PRM has expanded considerably in the past decade. In tandem, the importance of closely managing channel partner performance and partnership processes has increased. A good PRM solution for managing partner relationships takes care of the following parts of a channel partnership: • Partner Recruitment: Score and recruit partners based on an ideal partner profile to kick-start a successful partner program. • Partner Onboarding: Onboard ideal partners to your partner program to increase revenue and enter new markets confidently. • Joint Business Planning: Plan business strategies with partners to optimize partner sales processes. • Partner Training & Certification: Train and certify partners with on-demand product training and onboarding programs. • Partner Enablement: Provide partners with resources like playbooks that are industry-specific, covering sales cycle stages, and product details. • Lead Distribution & Management: Monitor, organize, and score leads based on their categories and assign them to channel partners. • Deal Registration & Management: Get insights into the channel’s sales after partners register their deals. • Marketing Development Funds (MDF) Management: Manage and process MDF applications from partners, tracking payments, and marketing campaign approvals. • Partnership Contracts Management: Manage special provisions, signing, documents, and archiving of partner contracts. With the help of automation, reduce labor costs, limit liabilities, and increase efficiency. • Partner Solutions Marketplace: Connect channel partners with prospective customers through a unified solutions marketplace. • Partner Performance Management: Optimize partner program by analyzing dashboards and reports that show the status of leads, and opportunities. • Communication & Collaboration: Communicate with partners at every stage of the sales cycle. Monitor opportunities and collaborate in real-time with partners about new deals. A great example of how channel partner management software can streamline partner management would be Halodata. As a leading distributor of information security products and solutions across Malaysia, Indonesia, and Singapore, Halodata managed a network of 80 resellers that sold 10 different products. The company invested countless hours into training, deal management, and coordination, which was challenging and affected its performance. Streamlining processes was crucial. It found a solution in Kiflo, a channel partner management software which helped define deal registration, set a clear business plan, and organized resources effectively. Halodata’s indirect sales went up by 33% in a year with Kiflo’s help. B2B Businesses Are Creating a Sales Machine with PRM Software B2B executives are giving priority to consolidating multiple systems into one to provide simplified support to their channel partners. The partner relationship management market size is set to reach $1994.76 million by 2026 (Market Research Future). The changes in digitization, the expansion of businesses in new territories, and the need to create external partnerships to strengthen sales channels are driving the market’s growth. Getting buy-in for PRM is no longer a hassle for B2B executives because they use partner management software for: Achieving productive marketing Providing partners with robust marketing material, implementing an MDF program, and periodically updating co-branded marketing materials that can be accessed through PRM software brings in more revenue. Addressing partner oversight PRM software provides analytics and reports that can give you insights into your partners’ performance. These insights can help you make critical changes to your channel strategy to achieve optimum results and avoid oversight. Real-time partner feedback Your channel partners can provide actionable insights that can help you adjust your approach to addressing customer pain points. Read more about effective channel partner management. Conclusion Based on the unique requirements of a business, channel partnerships take shape. They can be effectively managed using PRM solutions and enhance revenue growth strategies across different touchpoints. FAQ What features should you look for in PRM software? Some features that you should look for in a PRM software are partner profiles, partner portals, partner performance management, data integration, partner marketplace, and partner contract management. How does PRM help increase ROI? Partner relationship management helps increase ROI by providing businesses with a comprehensive view of how well their channel partners are doing, how they can empower their partners to do more, and what steps need to be taken to strengthen the partnership. How can you create a successful partner relationship management strategy? You can create a successful PRM strategy by using insights from PRM software to make decisions, streamlining lead management, onboarding, and training partners, and preventing partner churn through transparent communication.

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CHANNEL PARTNERSHIPS

SaaS Businesses Are Booming Through Channel Partnerships

Article | May 20, 2022

Today’s SaaS companies build their brands, expand their customer base, smartly utilize their resources, and scale their revenue through channel partnerships. More than 40% of the $5 trillion global IT market is in North America. It accounts for more than 10% of the United States national economy and 11.8 million jobs. These numbers are possible because of successful channel partnerships within the SaaS ecosystem, which is made up of software publishers, computer systems design firms, computer programming service suppliers, and facilities management companies. Carahsoft, a government IT solutions provider, resells DocuSign’s e-signature services to the public sector. Consequently, 800+ local, state, federal, and tribal agencies use DocuSign. A SaaS channel partnership similar to this benefit both partners and helps them generate revenue. “We’re seeing more and more early-to mid-stage SaaS companies look to partnerships as a means to achieve their growth goals,” said Tyler Calder, Vice President of Marketing at PartnerStack, a partner management platform. “For many SaaS companies, getting started with an ambassador, affiliate, or referral program is the first step in developing a partner ecosystem strategy.” Which Type of SaaS Channel Partners Bring in the Revenue? System Integrators- This kind is ideal for complex products that need integration into an existing IT ecosystem. Distributors- They provide an established distribution channel for their vendor’s product Value-added resellers- They contribute to customer acquisition in new markets. Managed service providers (MSP)- They monitor and maintain the IT infrastructure. IT consultants- They provide independent IT advice, project management, and administrative services SaaS companies generated 21% of the total revenue through channel partnerships, says SaaS Capital, in a 2018 survey. Your Muse List for SaaS Channel Partnership Commitment- Are your C-level executives ready to commit to a channel partnership? Also, consider human resources and budgeting to dedicate to the partnership. Product readiness- Does your product appeal to your prospective channel partner? Ensure that your partner can get support and training to sell your product independently. Focused sales & marketing teams- Do your sales and marketing teams have enough enablement material to help the channel partner sell your product effectively? You may want to consider preparing case studies, videos, scripts, and ICP documents in advance. Streamlined operations- Try consultation or an expert opinion to figure out what kind of support you can provide to your partners through your sales, marketing, and success teams. Last Word Though most partnerships start as an experiment for growth SaaS companies are steadfast today. They are redefining the way businesses operate and scale while acting as the backbone of revenue generation.

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Spotlight

Mobile Marketing Association

The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others.

Related News

MARKETING STRATEGY

Trendline Interactive and LeadMD Form Shift Paradigm

Shift Paradigm | November 19, 2021

Trendline Interactive, a digital marketing agency and consultancy, together with LeadMD, a Trendline company, announced their unification under the brand Shift Paradigm. After a series of strategic acquisitions, most recently involving Data Insight Group (DiG) in February of this year, and then LeadMD in March, Trendline Interactive has been laser-focused on bringing together best-in-class teams to help clients break down silos that prevent buyer engagement across B2B and B2C go-to-market models. This unification under the Shift Paradigm moniker signifies the cohesion of a five-year acquisition roadmap, designed to amplify each organization's individual strengths, and cement the company's commitment to solving invisible problems that stifle revenue growth. "Working with Shift Paradigm as our partner in transformation has not only allowed us to innovate within our go-to-market motions but also to avoid the invisible problems that often plague enterprise organizations of our scope. By stewarding our marketing strategy throughout our stack and revenue processes, we ensure each of our business units are working in lockstep. From B2B to B2C and beyond, they've been a stellar partner and this new brand positioning reflects that often complicated value proposition in a very clear way." Laura Hibben, Global Head of Demand Generation at Atlassian Moving forward as Shift Paradigm, the agency will continue to offer deep expertise and proven best practices in designing and implementing go-to-market strategies for B2C and B2B organizations with even more capabilities around data, analytics and end-to-end execution. Shift Paradigm's services provide modern solutions that flip traditional approaches on their head and drive measurable business outcomes by leveraging best of breed sales and marketing technology, including the following platinum partners: Shift Paradigm + Adobe "For over a decade, we've leaned on the consultants at LeadMD to provide our joint customers an award-winning experience," says Tony Sanders, senior director-Americas partner sales at Adobe. "Together, we've transformed marketing departments and businesses, driving impactful growth for our customers. With Shift Paradigm's expanded capabilities in data, analytics, deliverability and governance, our joint customers can expand and improve their ability to build data-driven teams in compliance with ever-changing privacy requirements, all while maintaining a direct focus on ensuring marketing-driven revenue growth for their organization." Shift Paradigm + Drift "We know that engaging buyers at the right time with the right experience is critical to the success of marketing and sales teams, and more importantly, in cultivating customer relationships," said Elias Torres, CTO and cofounder of Drift. "In our partnership with Shift Paradigm, we are helping joint customers create conversations around what their buyers want and need, when they need it. It's not about putting a bot on a page; it's about deeply understanding your buyer and crafting experiences that build trust." Shift Paradigm + Tealium "There are often quality and connection problems that hold back growth," said Ted Purcell, chief revenue officer at Tealium. "In our partnership with Shift Paradigm, our joint clients are actually shifting to truly crafting world-class, real-time experiences for their customers. With Shift Paradigm's expanded capabilities, we see an opportunity to deliver more actionable results for our joint clients." On December 1, Shift Paradigm will be kicking off an educational webinar series for modern marketers called The Invisible Problem Solution Series. Each webinar will focus on a common, high level executive's request that inevitably leads to an invisible problem as a result. Shift Paradigm, along with their partners, will dive deep into how to identify the problem first and then determine if technology is the solution. These unaddressed problems are common and Shift Paradigm knows what they are and how to solve them. About Shift Paradigm Shift Paradigm, a consultancy that executes like an agency, represents an end-to-end shift in the way organizations align around growth. After pioneering the email marketing and marketing automation movements by helping thousands of organizations implement marketing technology platforms, we know that technology alone can't get your business growing. Usually, it takes a paradigm shift in the way we work. We're built specifically to solve the invisible problems that hurt revenue performance and help organizations align from top-to-bottom around growth. By breaking down the typical siloes of technology and strategy, we collaborate with clients to increase revenues, align teams, and engage your best customers. As a result, we're shifting the traditional paradigms of sales and marketing, for the better.

Read More

CONTENT MARKETING

InfiniGrow raises $5.25 million to build a navigation system for B2B Marketing teams

InfiniGrow | May 06, 2021

Tel-Aviv-based InfiniGrow, which builds a navigation system for B2B marketing teams, today announced the completion of a funding round of $5.2 million in seed funding. InfiniGrow is the first investment of AnD Ventures, a new Tel Aviv-based VC firm, as well as several world-renowned marketing leaders such as Hubspot CMO Kipp Bodnar, Samsung SVP Dave McDowell, and successful founders such as Or Offer (SimilarWeb founder), Adi Azaria (SiSense), Eytan Stibbe, and Gil Hirsch (StreamElements). B2B marketing in the age of uncertainty Marketing wastes ~30% of their budget ($150 billion globally) on the wrong channels, allocations, and timing. This issue has been aggravated in 2020 as any marketing plan in place experienced drastic changes throughout the year and the ability to predict the impact of marketing activities plummeted. About InfiniGrow The company was founded by Daniel Meler (CEO) and Dor Lahav (CTO). InfiniGrow was bootstrapped (self-funded) for 2 years. However, InfiniGrow has, with close to no external resources, acquired dozens of large clients such as Bizzabo, Papaya Global, Orca Security, and more. Several studies released by the company indicate an increase in marketing performance of tens to several hundred percent, in only a few months.

Read More

B2B Marketing Predictions: New Ideas for Old, Tired Challenges

The Pedowitz Group | January 30, 2020

Marketing has been through an incredible amount of change over the last decade. We’ve seen our industry disrupted by an onslaught of technology desperately trying to solve the gap between how the customer buys in our rapidly-changing digital world – and how we as businesses can engage and serve them.Ten years is a long time to see many, many trends come and go, but have the challenges really changed?Here at The Pedowitz Group, we don’t think so. Unfortunately, the problems we saw with our customers 10 years ago are still the same today. Problems such as:Looking forward to the next decade, we asked our experts to B2B marketing predictions what we might see (or continue to see) for the marketing industry. We included strategy and technical experts to provide a balanced viewpoint.

Read More

MARKETING STRATEGY

Trendline Interactive and LeadMD Form Shift Paradigm

Shift Paradigm | November 19, 2021

Trendline Interactive, a digital marketing agency and consultancy, together with LeadMD, a Trendline company, announced their unification under the brand Shift Paradigm. After a series of strategic acquisitions, most recently involving Data Insight Group (DiG) in February of this year, and then LeadMD in March, Trendline Interactive has been laser-focused on bringing together best-in-class teams to help clients break down silos that prevent buyer engagement across B2B and B2C go-to-market models. This unification under the Shift Paradigm moniker signifies the cohesion of a five-year acquisition roadmap, designed to amplify each organization's individual strengths, and cement the company's commitment to solving invisible problems that stifle revenue growth. "Working with Shift Paradigm as our partner in transformation has not only allowed us to innovate within our go-to-market motions but also to avoid the invisible problems that often plague enterprise organizations of our scope. By stewarding our marketing strategy throughout our stack and revenue processes, we ensure each of our business units are working in lockstep. From B2B to B2C and beyond, they've been a stellar partner and this new brand positioning reflects that often complicated value proposition in a very clear way." Laura Hibben, Global Head of Demand Generation at Atlassian Moving forward as Shift Paradigm, the agency will continue to offer deep expertise and proven best practices in designing and implementing go-to-market strategies for B2C and B2B organizations with even more capabilities around data, analytics and end-to-end execution. Shift Paradigm's services provide modern solutions that flip traditional approaches on their head and drive measurable business outcomes by leveraging best of breed sales and marketing technology, including the following platinum partners: Shift Paradigm + Adobe "For over a decade, we've leaned on the consultants at LeadMD to provide our joint customers an award-winning experience," says Tony Sanders, senior director-Americas partner sales at Adobe. "Together, we've transformed marketing departments and businesses, driving impactful growth for our customers. With Shift Paradigm's expanded capabilities in data, analytics, deliverability and governance, our joint customers can expand and improve their ability to build data-driven teams in compliance with ever-changing privacy requirements, all while maintaining a direct focus on ensuring marketing-driven revenue growth for their organization." Shift Paradigm + Drift "We know that engaging buyers at the right time with the right experience is critical to the success of marketing and sales teams, and more importantly, in cultivating customer relationships," said Elias Torres, CTO and cofounder of Drift. "In our partnership with Shift Paradigm, we are helping joint customers create conversations around what their buyers want and need, when they need it. It's not about putting a bot on a page; it's about deeply understanding your buyer and crafting experiences that build trust." Shift Paradigm + Tealium "There are often quality and connection problems that hold back growth," said Ted Purcell, chief revenue officer at Tealium. "In our partnership with Shift Paradigm, our joint clients are actually shifting to truly crafting world-class, real-time experiences for their customers. With Shift Paradigm's expanded capabilities, we see an opportunity to deliver more actionable results for our joint clients." On December 1, Shift Paradigm will be kicking off an educational webinar series for modern marketers called The Invisible Problem Solution Series. Each webinar will focus on a common, high level executive's request that inevitably leads to an invisible problem as a result. Shift Paradigm, along with their partners, will dive deep into how to identify the problem first and then determine if technology is the solution. These unaddressed problems are common and Shift Paradigm knows what they are and how to solve them. About Shift Paradigm Shift Paradigm, a consultancy that executes like an agency, represents an end-to-end shift in the way organizations align around growth. After pioneering the email marketing and marketing automation movements by helping thousands of organizations implement marketing technology platforms, we know that technology alone can't get your business growing. Usually, it takes a paradigm shift in the way we work. We're built specifically to solve the invisible problems that hurt revenue performance and help organizations align from top-to-bottom around growth. By breaking down the typical siloes of technology and strategy, we collaborate with clients to increase revenues, align teams, and engage your best customers. As a result, we're shifting the traditional paradigms of sales and marketing, for the better.

Read More

CONTENT MARKETING

InfiniGrow raises $5.25 million to build a navigation system for B2B Marketing teams

InfiniGrow | May 06, 2021

Tel-Aviv-based InfiniGrow, which builds a navigation system for B2B marketing teams, today announced the completion of a funding round of $5.2 million in seed funding. InfiniGrow is the first investment of AnD Ventures, a new Tel Aviv-based VC firm, as well as several world-renowned marketing leaders such as Hubspot CMO Kipp Bodnar, Samsung SVP Dave McDowell, and successful founders such as Or Offer (SimilarWeb founder), Adi Azaria (SiSense), Eytan Stibbe, and Gil Hirsch (StreamElements). B2B marketing in the age of uncertainty Marketing wastes ~30% of their budget ($150 billion globally) on the wrong channels, allocations, and timing. This issue has been aggravated in 2020 as any marketing plan in place experienced drastic changes throughout the year and the ability to predict the impact of marketing activities plummeted. About InfiniGrow The company was founded by Daniel Meler (CEO) and Dor Lahav (CTO). InfiniGrow was bootstrapped (self-funded) for 2 years. However, InfiniGrow has, with close to no external resources, acquired dozens of large clients such as Bizzabo, Papaya Global, Orca Security, and more. Several studies released by the company indicate an increase in marketing performance of tens to several hundred percent, in only a few months.

Read More

B2B Marketing Predictions: New Ideas for Old, Tired Challenges

The Pedowitz Group | January 30, 2020

Marketing has been through an incredible amount of change over the last decade. We’ve seen our industry disrupted by an onslaught of technology desperately trying to solve the gap between how the customer buys in our rapidly-changing digital world – and how we as businesses can engage and serve them.Ten years is a long time to see many, many trends come and go, but have the challenges really changed?Here at The Pedowitz Group, we don’t think so. Unfortunately, the problems we saw with our customers 10 years ago are still the same today. Problems such as:Looking forward to the next decade, we asked our experts to B2B marketing predictions what we might see (or continue to see) for the marketing industry. We included strategy and technical experts to provide a balanced viewpoint.

Read More

Events