B2B data aggregator Leadspace has added $21 million Series C funding, bringing total raise to $56 million. Leadspace assembles data from public and private sources, combines it with a client’s own data, and uses artificial intelligence to create lead scores and alerts.
B2B marketing budgets for earned media – publicity and social channels – are growing faster than paid and owned media budgets, according to this study that Demand Gen Report prepared for public relations services company Cision. The survey found companies already spend 24% of their budgets on earned media, nearly as much as owned (32%) and paid (25%). Biggest obstacles were connecting with influencers and measuring return on investment.
Earned media budgets may indeed be growing fastest, but the bulk of the spend is on social media, not conventional public relations. Sagefrog’s eleventh annual B2B Marketing Mix Report found social media tied with email as the most implemented marketing tactic (79%), while conventional public relations ranked ninth at 29%. Read this to see how your marketing mix compares with the Jones’.
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