Revenue Impact & Advisory Company Market Research Reports Business Research Insights

Seamlessly align sales, marketing, and operations with unified data that works across your tech stack. ZoomInfo helps you enrich data at scale, automate sales processes, and prioritize high-value opportunities – so your reps can spend more time selling. Leverage AI to uncover strategic intelligence on your accounts – key decision-makers, org b2b demand generation company changes, pain points and usage trends – all in one view.

Your go-to-market leadership team defines the rules and expectations, marketing and sales teams align on execution, and cutting-edge technology makes it possible. Pre-framing interactions keeps conversations clear and establishes the relationship on a foundation of trust. Gartner reports that 47% of companies say their lead generation suffers because sales and marketing are misaligned. Teams must align on everything that impacts lead generation, including the quality of lead information.

Metadata’s AI agents handle the execution, 24/7, without the manual grind.Learn more about Metadata here. It handles targeting, bidding, creative testing, budget optimization, and reporting. Build better audiences and target the right people across all paid social media platforms and Google with MetaMatch. Improve results and lower spend with optimized bidding on LinkedIn with automated AI-powered precision. At the heart of your tech stack, Metadata delivers enriched leads to your sales team – sourced from dynamic audiences and deep funnel optimizations.

Free Professional Development

Before you reallocate next month's spend, run our CPL diagnostic. Most CPL problems stem from poor lead qualification, weak nurturing, or misaligned sales processes. If you're using 30-day attribution windows, you're undercounting assisted conversions and overcounting last-click sources. Target people showing buying signals (searching for solutions, downloading competitor content, visiting pricing pages) rather than just job titles and company sizes. Broad targeting inflates CPL because you pay for unqualified clicks and impressions. Cutting spend reduces CPL but also reduces pipeline.

See what our clients have to say

Our proprietary Smart Engage platform powers AI-assisted targeting, personalization, sequencing, and analytics for all lead generation and appointment setting campaigns. Callbox is a global lead generation service provider with 20+ years of experience helping B2B companies book qualified sales meetings and build scalable pipelines. A coordinated sequence across phone, personalised email, and LinkedIn ran over 28 days. Using Pipeline, Callbox built a 5,800-account target list filtered by technographic signals, growth indicators, and active ERP evaluation intent data.

Kalungi unified Fraxion’s post-merger brand, rebuilt its website, and aligned sales and marketing around a clear GTM strategy—giving leadership confidence and a foundation to scale. When done right, ABM forces marketing and sales to align on who matters most and then create experiences for them that feel less like campaigns and more like conversations. But pacesetters turn that oxygen into endurance — building systems where agents, predictive tools, and content creation aren’t just faster but smarter. Google built its authority model around backlinks, keyword signals, and domain ratings.

• With Forrester AI available in Microsoft Teams, leaders now stay in the flow of their work and add trusted advice, data, and frameworks directly inside the tools they use every day.
• Need a scalable, data-driven framework to drive consistent results for multiple clients.
• Customers like (if not prefer) to work with account managers and salespeople.
• Content marketing remains one of the most effective tools for building credibility with B2B buyers.
• We support your buyer’s preference for self-discovery, self-education, self-service, and self-qualification.

Give every rep a complete view of marketing engagement at the account and contact level — so sales conversations pick up exactly where the buyer left off, with full context on what was opened, clicked, downloaded, and discussed. Scale targeted account programs with agents that engage every stakeholder across email, SMS, web, and WhatsApp, personalizing to each buyer's role and intent and routing sales-ready opportunities to the right account owner. Agents build campaigns, optimize spend, and hand off to sales with marketing in the loop.

– Multichannel Content Marketing

The brands that win are those brave enough to challenge conventional wisdom with research-backed insights leaders can trust and act on. If thought leadership is how brands distinguish themselves in noisy markets, then data is the fuel that makes that differentiation meaningful. In crowded B2B markets, your ability to create a unique point of view, put your people out front, and build communities keeps you from sounding like everybody else. A small but growing slice (3% of B2B marketers overall and 6% of pacesetters) say agents are core to their strategies. Pacesetters (established, advanced, and leading marketers in the category) are more likely to use them, with 43% saying they experiment with AI agents. More than a quarter (28%) of B2B marketers say they experiment with AI agents.

The days when B2B marketing was synonymous with whitepapers and blog posts are over. The campaigns that achieved the broadest reach — Volvo’s Epic Split, Slack’s user stories, StoreKit’s pint maps — all created something that people wanted to share with colleagues. It comes from talking to customers, listening to sales calls, and spending time in the communities where your buyers gather. Every campaign on this list was built on deep knowledge of the target audience — their daily tools, their frustrations, their aspirations, and the way they actually make purchasing decisions. Instead of running awareness ads, they created an extensive content ecosystem that demonstrated genuine commitment to serving smaller businesses. The key is making the joke about the problem your product solves, not about your product itself.

With nearly 20 years of experience, they've built a reputation for delivering results-driven campaigns that generate qualified leads and drive growth. Soap Media is a full-service digital marketing agency that combines strategic thinking with creativity to help ambitious B2B businesses transform their digital presence. Their team brings extensive experience in scaling B2B businesses, working with companies to develop sustainable growth strategies that deliver results. They focus on content-led demand generation strategies that help businesses build authority in their markets while driving measurable pipeline growth. Scaled is a B2B growth consultancy that specialises in demand generation, helping businesses attract and convert high-quality leads. They focus on making brands top-of-mind within their specific target markets through their international team of online marketers.

Fractional CMOs offer a blend of expertise, adaptability, flexibility, and cost-efficiency that full-time CMOs may lack. Standard CMOs, however, may become siloed in their thinking due to spending the majority of their career in one industry or with one company. Companies of all sizes can gain from the strategic expertise and flexibility that a fractional CMO offers. When choosing a fractional CMO for your business, it's essential to look for specific qualities that will align with your goals and vision.

An enterprise ERP company with a small sales team and aggressive growth targets turned to Callbox to replace an underperforming in-house SDR program and scale outbound fast. Callbox appointment setting campaigns go live quickly — no 90-day ramp, no hiring risk, no guesswork. Operating in 60+ countries, Callbox can set appointments in APAC, EMEA, NAM, and LATAM with native-language agents and region-specific playbooks. A precision-built list of in-market accounts filtered by firmographics, technographics, intent signals, and buying behavior using Pipeline, our proprietary platform. From account targeting to meeting handoff, every element is handled for you.

By applying account-based marketing, intent data, marketing automation, and rigorous measurement to their traditionally relationship-driven markets, industrial manufacturers are building more efficient, more scalable, and more predictable growth engines. When industrial marketers can demonstrate precisely how their demand-generation efforts contribute to pipeline and revenue, they earn the budget and organizational support to do more. The modern industrial marketing team increasingly relies on a martech stack that includes several key components working together. This intent-led approach shortens sales cycles and improves conversion rates by ensuring that sales teams spend their time on accounts that are actually ready to engage — not cold prospects who won’t be in-market for months or years. The result is marketing that feels less like advertising and more like relevant, timely expertise — which is exactly what technical B2B buyers respond to. This article explores how industrial B2B manufacturers are modernizing their go-to-market strategies, and what marketers in any complex, considered-purchase industry can learn from them.

Companies using 30-day attribution windows undercount assisted conversions and skew channel performance data. Cost per lead (CPL) measures how much you spend to acquire one qualified lead through your marketing channels. The goal is qualified pipeline built around the right buyers, the right signals, and the right timing.

Every booked appointment includes a briefing note with conversation history, key pain points surfaced, and stakeholder context. A coordinated 9-touch sequence spanning phone, personalized email, and LinkedIn is deployed over 30 days. The right person matters as much as the right company — and finding them requires precision targeting. Every hour your AE spends dialing is an hour not spent in front of a qualified buyer ready to move. Grow revenue faster with Team + AI-driven lead generation and appointment setting services that connect you with key buyers and build a sales pipeline that never slows down.