New Gmail/Yahoo bulk email restrictions, demand gen tools meet AI, and experts see changing B2B demand gen landscape. This and more in Bython’s Demand Generation Digest

Demand Generation Digest

At Bython our foundation rests on our global customer-centric approach, emphasizing key values such as quality, transparency, accountability, and creativity. Aligned with this philosophy, our focus is on providing exceptional support for your organization’s demand generation needs.

In an industry marked by constant change and growth, Bython is committed to keeping you abreast of the industry’s best practices, latest marketing innovations, and upcoming trends within the demand generation space through a monthly “Demand Generation Digest” from an impartial source. As always, I welcome your feedback on ways we can be of service to your demand generation efforts.

Speeding to market: AI-powered products for demand, personalization, cross-channel and more

Many service providers have kicked off 2024 by launching or upgrading their AI-powered products and services. Integrate, the B2B demand gen and management platform, released its new Performance Center using AI to accelerate and improve marketing decision-making by identifying gaps in account buyer groups, and analyzing trust and reliability of media partners. Meanwhile, SnapLogic unveiled its GenAI Builder, enabling organizations to create conversational AI models and chatbots to enhance employee and customer experiences, integrating AI with enterprise data to improve the efficacy, accuracy and personalization of data. To offer more self-serve capabilities to users, Demandbase released new innovations for its go-to-market platform to improve campaign outcomes, campaign influence metric analysis and more. Also seeking to provide an integrated go-to-market solution, the next generation of On24’s Intelligent Engagement Platform, which integrates the company’s new AI-powered Analytics and Content Engine, intends to help users improve and hyper-personalize customer experience. Finally, Intellimize released its AI Landing Pages service, which allow marketers to create high-converting, personalized landing pages in seconds – and at scale – using generative AI.

Best source: Martech Cube

Email marketers grapple with new Google and Yahoo bulk email restrictions

Google and Yahoo have implemented new rules impacting bulk email senders to choke the flood of unwanted emails to their users. Google’s new requirements, announced in October and defining bulk senders as those who send more than 5,000 messages to Gmail addresses in one day, caught the attention of many email marketers. The new rules and guidelines require bulk senders to authenticate reliably their emails, keep under a 0.1% spam compliant rate threshold, provide a one-click unsubscribe option and process those requests within two days. Email marketers should adhere to best practices to prevent their messages from being flagged as spam, especially as restrictions apply at the domain level, affecting all emails sent by an organization. A recent report found that one-third of publicly-traded companies are not ready for the new rules.

Best source: Wall Street Journal

Are you using a resource hub to drive demand?

B2B SaaS marketers can drive demand by creating resource hubs offering high-value, diverse content disseminated across multiple channels to connect with their audiences and improve brand trust. These hubs can be purpose-built vehicles for demand generation, a way for organizations to showcase thought leadership and information on products or services to prospects and clients. These centralized content spaces boost credibility with relevant audiences, encourage engagement with the brand and raise Google rankings, ultimately improving overall visibility. That said, there are right and wrong ways to build an effective resource hub. Best practices include publishing a variety of content (blogs, courses and trainings, podcasts, case studies), implementing growth-driven design, using keyword research to plan content and target the right audience, and using strategic calls to action.

Best source: A88Lab

Light bulb being held up.

Intellitech Solutions foresees transformative changes in B2B demand gen market in 2024

Intellitech Solutions predicts a paradigm shift in the evolution of B2B demand generation this year. The B2B lead generation and demand generation company anticipates shifting dynamics in the market, with an emphasis on the rise of data-driven decision-making, content quality and growth in account-based marketing strategies. These predictions coincide with experts who believe that demand generation strategies must become more efficient, and many B2B marketers will be forced to maximize performance despite minimal budgets — the tried-and-true “do more with less.” Spending is likely to decrease across channels, making revenue marketing channels and tactics more efficient through a reduction of per-unit advertising cost, while improvement in conversion rates will become a top priority for many B2B marketers.

Best source: Intellitech Solutions

I guy holding up a help sign.

Four strategies B2B marketers should consider for success in this sales environment

B2B buyer behavior is in transition and marketing strategies must adapt. The era of the informed buyer is in full swing, to the point that B2B buyers view little value in interacting with sales reps. Although increasingly buyers are doing their own digging online, research finds that many cannot judge which online sources to trust or even what they actually need. This Forbes article advises B2B marketers to implement four strategies to help reassess their customer journey maps and demand generation programs to better target the sales environment of 2024, including creating informative, trustworthy thought leadership content that truly educates prospects, and integrating automation tools.

Best source: Forbes

Audyence unveils real-time demand platform for B2B demand generation

Media buying platform Audyence has launched its Real-Time Demand Platform, claiming it’s the first programmatic platform in B2B advertising that marketers can use based on acquisition rather than impressions or clicks. Powered by SaaS-based automation and machine learning, the platform analyzes more than 17.5bn data points to halve lead costs and reduce time-to-market by 95%, ultimately reducing expenses related to planning, purchasing, selling and executing demand generation campaigns. In its beta phase, the RTD platform scored a 47% reduction in lead costs and a 95% increase in speed-to-market.

Best source: BNN

Handing touching tech display.

Integrate launches cross-channel media solution for content syndication and digital advertising

Demand management platform provider Integrate has launched Pipeline360, a new media arm that provides multichannel campaign management, analytics, lead validation and standardization, and segmentation. The new service features a one-stop integrated solution for content syndication, account intelligence enhancement and digital advertising. Through Pipeline360, Integrate targets B2B marketers juggling pipeline challenges but failing to use all the available channels, with many admitting ignorance about content syndication and how best to leverage it. While the service isn’t revolutionary, it assembles content syndication management, campaign management including display advertising, lead validation and standardization in one place, linking it to CRM and marketing automation data — a function that will be useful to many enterprise marketers.

Best source: MarTech

As AI in email automation expands, how to choose the right tool?

With email still the most effective medium for maintaining contact with consumers, automation tools have become critical for email marketing campaigns. Fortunately, email automation helps marketers do more with less, sending the right email at the right time to the right person. As artificial intelligence increasingly and rapidly transforms the sector, marketers must identify the automation features that best drive them to their goals. This guide offers a breakdown of the main features (and the potential influence of AI), including segmentation and targeting, workflow automation, personalization, multichannel integrations, compliance and security, and A/B testing.

Best source: MarTech

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