NetLine Introduces Lead Management Platform for B2B Marketers

NetLine Corporation released its Lead Management Platform: a SaaS solution offering B2B Marketers centralised lead capture, qualification, routing, analytics, and companion content amplification campaign capabilities within one simple-to-use and self-service interface.

Until now, NetLine’s Lead Management Platform has been exclusively reserved for use by countless tier 1 B2B media organisations to power their gated content and first-party data capture experiences. Starting today, the Platform will help B2B Marketers turn their existing traffic into revenue-based outcomes, enabling B2B Marketers to streamline their lead capture, lead management, and content amplification programs within one tool — furthering NetLine’s goal of democratising lead gen for all.

While newly available for B2B Marketers, this is an established and proven product that media companies have leveraged to increase conversions and generate richer first-party data to accelerate sales dialogue. Key features and highlights include:

  • Unified and Predictive Login: 70 per cent of audiences are immediately recognised and offered zero typing or an enriched (less typing) experience. Most users will only need to complete 5-7 fields — a 60 per cent reduction in typing vs. traditional and non-predictive forms.
  • Content Format Agnostic: One common form across every type of gated content format — including webinars and virtual experiences. Simplify and consolidate all legacy form solutions to a common experience for audiences and, more importantly, a common data structure with far richer user profiles.

This article was originally published by Martechvibe. On Dated: July 9, 2021

B2B Enterprise

What’s in Your Stack? B2B Enterprise Tech Edition

There is a lot to think about when building a MarTech stack. It’s a crucial role that will automate manual tasks, inform decisions based on collected data, segment customers into cohorts so you can launch targeted campaigns and measure performance, so you know what’s working and what’s not.

In addition to finding tools that help your organisation achieve its business objectives, it must also be usable for your team without the addition of more technical resources, offer interoperability between existing systems, be able to grow with your company and be affordable enough to justify the costs.

Gartner extended its digital performance benchmarking methodology to understand how leading brands orchestrate their martech stacks and how these stacks contribute to business success. Brands were classified as either “Genius” (their digital competence is a point of competitive differentiation for these brands); “Gifted” (the brands are experimenting and innovating across the site, mobile and social platforms); “Average” (digital presence is functional yet predictable); “Challenged” (limited or inconsistent adoption of mobile and social media platforms); or “Feeble” (investment does not match opportunity). According to the Gartner report, only 18 per cent of brands have mastered their extensive martech stack to produce genius-level marketing performance.

There are many factors to consider, and there are a lot of options to choose from. Scott Brinker’s 2020 Marketing Technology Landscape listed 8000 solutions at last count. The MarTech Conference’s Stackies Awards celebrate companies based on the conceptual organisation of their stack. There is a lot to learn from legacy companies that have mature stacks.

This article was originally published by Martechvibe. On Dated: August 2, 2021


Beyond, MATRIXX Partner To Help CSPs Monetise 5G And IoT B2B Solutions

Beyond by BearingPoint and MATRIXX Software have partnered to give CSPs the ability to develop, sell and monetise 5G and IoT B2B solutions in real-time using a digital marketplace, announced the companies.

The integration of Beyond’s Infonova Digital Business Platform with MATRIXX Software’s Digital Commerce Platform will enable CSPs to combine connectivity and network slicing capabilities with technology solutions like IoT, Edge and Cloud, third party services and vertical industry applications to unlock new revenue and growth models.

5G capabilities create new opportunities for CSPs to automatically configure and monetise their networks in ways that were not previously possible. At the same time, 95 per cent of enterprises and small to medium businesses (SMBs) recently surveyed believe that participating in an ecosystem of partners to create and deliver advanced solutions is more promising than the 5G network technology itself. It is imperative that CSPs bring together these two worlds by integrating new network offerings and revenue models with additional technologies, applications, and partner services, thus co-creating solutions that address evolving business-to-business (B2B) needs in the healthcare, industrial, transportation and public sector industries and beyond.

This partnership was created to enable CSPs to do exactly that, giving them the advantage of MATRIXX Software’s world-leading 5G monetisation capabilities, integrated with Beyond’s leading digital ecosystem orchestration and monetisation platform.

B2B Data

An Open Narrative on B2B Data Privacy

Brands look for alternate, cookie-less solutions to use their B2B consumer data that would mitigate their critical business decisions.

Technical insight into how B2B consumer data is used for retargeting purposes is always a concern. Quite simply, the utilisation of data used for making budget and target decisions by businesses need to be revealed and documented. With the collapse of third-party cookies expected in 2022, business leaders assert consumer data awareness as a priority.

While more than 60 per cent of consumers have already been dismissing cookies manually or with ad blockers, Google, Firefox, and Safari have started to eliminate it for good. As a contingent, consumer awareness of customer privacy is imperative. Marketers and brand leaders must now understand all the technical limitations that this process might entail and adjust their business goals accordingly.

Experts reckon that it would be impossible to collect data from end-users eventually. One major strategy that companies must adapt is to demonstrate their concern for data privacy to their clients. B2B business relationships are considered fragile in the data privacy front, so it would be essential to win consumer trust with data concern demonstrations. Marketers will also have to use content-driven data from sources other than third party cookies.

Silverbullet conducted a survey that revealed that 65 per cent of CMOs collaborated with third-party companies to figure out cookie-less solutions. Other CMOs are working with agencies to elevate first-party data strategies or partnering with organisations to create data profile systems. Employee buy-in will play a significant role this year. Data protection training programmes and data security responsibility will not be restricted to IT, but all company departments.

A possible alternative for brands would be to limit PII access. Some brands have already begun to implement this tactical programme. With PII, a smart encrypted service, only the clients’ required details are used, while the rest is encrypted. It curbs misuse of personal data as no one would have access to the customer PII.

Marketers also turn towards permission-based activity but end up with little results. They fail to understand that asking for permission to use data for a better customer experience is not the only thing business clients are worried about; instead, they seek privacy assurance. They want to know if the brand is managing and using their data carefully.

A report on an in-depth review of all digital buys, custom audience generation on social media, and a dynamic audience creation on various other platforms is suggested. It will help brands bring their customers on board about how collective customer data helps achieve business targets.

Marketers cannot risk using B2B customer data without end-user permissions or preferences as it may rebound as a legal issue. The convolution of data privacy deters businesses from coming up with new methods that mitigate their critical business decisions. Experts continue to urge marketers to come clean about data usage. They reckon it is the only way to harbour growth and success in the future when privacy laws will dominate markets.