25 B2B Engagement Tactics For All Marketing Funnel Stages
FEBRUARY 15, 2017
With the myriad of available B2B marketing engagement opportunities, which strategies should marketers use, and at what point in the buying journey? At which of the marketing funnel stages are prospects prepared for various types of outreach? Here are 25 different engagement tactics, organized by funnel stage, and designated by category -- content, social, paid media, direct mail, and events.
The Great Big List of 23 Types of B2B Marketing Campaigns, by Funnel Stage
FEBRUARY 2, 2017
Need ideas on how to generate high quality demand and turn prospects into customers? You’ve come to the right place. Here is a list of 23 types of B2B marketing campaigns, as well as descriptions of when they are typically appropriate to use. The list is broken down by stage of the funnel. This could be a “contact us” form or a form to download gated content, such as an ebook. Brand campaign.
B2B Marketing Experience: The Case For and Against Gated Content
MARCH 24, 2017
Gated content—ebooks, reports, and other downloads hidden behind a form—has long been a part of the B2B playbook. If you’re going to take the time and effort to put together a great PDF download, you should be getting something of value (contact information) in return, right? Right? So why are we taking a look at this now? The Case FOR Gated Content. Gating content is a lead gen tool. Conclusion.
Matrix of 31 Marketing Funnel Metrics [Infographic]
FEBRUARY 23, 2017
Marketing funnel metrics are always at the forefront of a B2B marketer’s mind. We’re constantly looking at conversion rates, cost data, social shares, open rates, and click-throughs -- just to name a few. While different teams focus on different metrics (because we’re all running different marketing strategies), how do all of these metrics compare to each other? click to enlarge).
5 Pillars of Marketing Automation Success
Ensure Your B2B Marketing Clients Get the Best Results
9 Ways B2B Analytics Can Optimize Marketing Strategies
MARCH 10, 2017
Attempting B2B marketing optimizations without accurate analytics is like flying blind. But which B2B analytics platforms are best equipped for certain types of measurement? And especially when a marketer is focused on down-funnel results, which optimization practices can help to achieve those revenue goals and KPIs? B2B ANALYTICS 01 -- Use lead scores to trigger marketing activities and workflows.
Are You Measuring Event Marketing The Right Way?
MARCH 20, 2017
For many B2B marketing departments, event marketing takes up a significant portion of the budget. According to the State of Pipeline Marketing Report 2016, 72.2% of B2B marketers invest in conferences and/or tradeshows, the sixth most commonly used channel. While events can be highly effective opportunities, they pose a measurement challenge for many marketers. did you make contact?
What Microsoft's Acquisition Of LinkedIn Could Mean For B2B Marketers
JUNE 14, 2016
Microsoft’s acquisition of LinkedIn holds enormous potential for helping B2B marketers reach their audiences and improve revenue generation. Announcing the reinvention of productivity and business processes, Satya Nadella, CEO of Microsoft, explains : As these experiences get more intelligent and delightful, the LinkedIn and Office 365 engagement will grow. What can we expect or wish for?
The Best B2B Marketers Invest In Attribution For These 3 Reasons
NOVEMBER 24, 2015
Consumer purchasing stories in the B2B market have become complex and unpredictable. The next prospect takes an alternate buying journey to the one before, and they take their sweet time along the way. The marketing landscape has morphed into a rugged wilderness of jagged, undefined terrain, and B2B marketers are all looking for the most creative way to make the trek. But more isn’t always better.
B2B Marketing Trends for 2016
25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.
The 4 Stages of B2B Marketing Performance Management Maturity
JANUARY 19, 2017
Systematic improvements are the best way for a marketing organization to make consistent gains in performance. To have an impact over the long-run, changes should be made at the fundamental level to how the budget gets allocated, how content is created, how performance is measured, etc. That’s why marketing performance management (MPM) has increased as a focus for so many B2B marketing departments.
Why We Scrapped All But One B2B Event Sponsorship in 2017
FEBRUARY 6, 2017
Events are often a huge part of a B2B organization’s marketing strategy. They guarantee an audience filled with like-minded individuals who are all interested in the presentations and products surrounding the event industry. In theory, events that will attract the target personas of your customers would seem like the perfect place to set up a booth and get to connecting. But that’s not always true.
7 Myths about Account-Based Marketing for the Unconvinced
JANUARY 31, 2017
While account-based marketing has generated a lot of buzz recently, it’s also surrounded by a fair amount of skepticism. Doubters wonder whether the strategy is actually as new, as effective, and as ‘easy’ as proponents tout it to be. We’re big fans of account-based marketing, but we understand that it’s not a walk in the park to make the switch from demand generation to ABM. Actually, it’s not.
[Infographic] The Periodic Table of Elements for B2B Marketing Attribution
JANUARY 6, 2016
As the scientific community recognizes four new elements on the scientific periodic table, it seemed fitting for revenue-focused B2B marketers to join the club with our own chart. The Periodic Table of Marketing Attribution displays the key components necessary for a fully functional, data-driven attribution strategy. click to view larger). click to view larger). SECTION #1: ATTRIBUTION MODELING.
Flip My Funnel - Guide To B2B Account Based Marketing
As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.
Here's An Industry Comparison Of The Most Widely Used Marketing Channels
NOVEMBER 30, 2016
In the our annual State of Pipeline Marketing survey we asked over 350 marketers which marketing channels they invest their time and budget in. We tallied their answers and aggregated them down by industry to provide you a snapshot of how different industries find, engage and generate new customers. How The Marketing Channel Data Is Generated. For consumer goods and services, i.e Conclusion.
Best Practices for Revenue Ops: Data & Analytics
MARCH 28, 2017
As data plays an ever-increasing role in today’s B2B organizations, both marketing and sales operations professionals are in position to solidify their place as critical revenue drivers. As outlined in the ebook, The Rise of Revenue Ops , there are four key pillars to revenue ops: Management & Strategy, Process Optimization, Technology & Project Management, and Data & Analytics.
13 Diverse Ways B2B Marketers Do Marketing Measurement [DATA]
MARCH 22, 2017
You’d think there were only a handful of metrics that serve as the primary indicator of success for marketing teams. There are dozens of leading indicators but only a few primary indicators such as revenue and pipeline generated, right? Not necessarily. And there isn't a correlation between the seniority of the marketer and their primary success metric. Total customers. Net new customers per month.
The 3 Major Job Functions of a Marketing Operations Professional
DECEMBER 28, 2016
My friends outside of B2B marketing have asked me “What’s marketing operations?” and honestly, I found myself rambling with answers. Since marketing operations is such a new role, it’s still evolving and solidifying -- when speaking with people on MarketingOps.com and industry tradeshows, it seems every company thinks about it a little differently.
Lead Generation Checklist
You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.
5 Smart Metrics To Measure B2B Content Marketing Success
JANUARY 7, 2016
According to a recent survey by CMI and MarketingProfs, only 21% of content marketers are able to successfully measure their content marketing in terms of ROI. Seeing that stat was a big wake up call. In what other profession would that be ok? He doesn’t know if his passes are caught or if they hit the ground. But that’s how it is for a lot of content marketing teams. Email Open Rate. Exit Rate.
Measuring the Customer Journey from Leads to Revenue
FEBRUARY 24, 2017
Attracting high quality leads at the top of the funnel, that turn into closed deals at the bottom of the funnel is the ultimate goal for every B2B company. But how do you get there? We recently hosted a webinar with Nick Ezzo, VP of Demand Generation at Host Analytics and Sudhir Kaushik, the VP of Product at Captora, for their thoughts on executing marketing campaigns that turn into revenue.
7 Stages of B2B Marketing Sophistication [Which Level Are You?]
AUGUST 9, 2016
B2B marketing is no easy task. It’s a multi-faceted process that spans months to years of a buyer’s journey. It’s governed by data, optimized by metrics, and educated by a targeted strategy. And an organization doesn’t move from beginner to expert overnight. There are, we believe, seven stages to B2B marketing sophistication. We’ve created a visual framework and eBook download to explain each one.
The Rise of Account Based Thinking
DECEMBER 15, 2016
Within the world of sales and marketing over the last two to three years, account-based thinking has risen to prominence as a top-of-mind initiative. Analyst firm TOPO recently reported that 80% of all client inquiries are related to account-based topics. Even the online search activity around “account based marketing” has grown almost 10X since 2013. Because it’s perfectly suited for B2B.
How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel
Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.
How to Build a Successful Content Marketing Campaign
FEBRUARY 8, 2017
Running a successful content marketing campaign requires that your content attracts visitors and entices them to come back for more. It’s not enough for your marketing efforts to attract just anyone. They need to attract the right people, the people who care about what your business offers. Those people are the ones who will become dedicated customers. Here are six steps to help you on your way.
All 11 Marketing Attribution Models, Explained
JULY 15, 2016
A few months ago we put together an attribution flow chart to help marketers figure out which attribution model was the right fit for their situation. Based on questions like, “How many marketing channels do you use?” or “How long is your marketing cycle?,” the chart recommended appropriate models. First Touch Attribution. The issue here is that if you are using conversion tracking (e.g.
45 Impressive Marketing Operations Champions You Should Follow [Infographic]
JULY 11, 2016
Marketing operations success continues to grow in importance. The marketing operations function allows organizations to deliver the right message to the right segment at the right time. Who are these unsung heroes? We gathered together a variety of marketing operations professionals spanning numerous industries. We encourage you to follow and connect with them on social. Kimi Abdullah. Ryan Abrams.
Ultimate List of 22 Account-Based Marketing Tactics
MARCH 29, 2016
How do you do account-based marketing? Here’s a list of 22 tactics account-based marketers can use to reach and engage their target companies, expand the funnel, and create advocates for their product or service offering. If you’ve been looking for a long list of ABM strategies, you’ve found it. CONTENT -- Account-Based Marketing Tactics. Personalize sales enablement content. Test ABM ad platforms.
How Does Your Marketing Stack Up Against Your Peers? [State of Pipeline Marketing Data by Company Size]
DECEMBER 7, 2016
Finding good, actionable data to help you improve your marketing is tough to come by. Study after study shows data from datasets that may or may not apply to your specific company. We get that. We recently published the 2016 edition of the State of Pipeline Marketing Report , a study of over 350 marketers from a wide range of companies. likely have little to do with your day-to-day work. and 33.3%
A Complete Guide To The Buyer Journey
FEBRUARY 21, 2017
The buyer journey is often described in terms of content needs or customer needs. While these are important, there lacks a clear description of the buyer journey in terms of the goals and role of the marketer. The job the marketer is create revenue, and in order to get there they must succeed at each of the four stages of the buyer journey. Buyer Journey Stage 1: Developing Problem Awareness.
The Goals, Priorities and Success Metrics that Shifted for Marketers in 2016 [SOPM Report]
DECEMBER 29, 2016
In November, we unveiled the 2016 State of Pipeline Marketing Report. The second annual report surveyed over 350 marketers across various industries, on the topics of marketing channels, priorities, tech and more. We learned a lot about the marketers of 2016, but wanted to know how our new learnings compared to those of 2015. In other words, how the marketing industry has grown over the last year.
What Is Algorithmic Attribution? And Why Should B2B Marketers Care?
JANUARY 18, 2017
B2B marketers use attribution to understand how their marketing impacts down-funnel sales. It enables them to see which marketing efforts successfully engaged and moved prospects through the funnel. Attribution data -- the number of leads, opportunities, revenue, etc. To make sense of attribution data, marketers apply attribution models. See all attribution models here. It depends, of course.
A Content Formula for Complex B2B Organizations
Content Marketing is essential for anyone who wants continued success and growth.
Here’s An Industry Analysis Of The Most Effective B2B Marketing Channels
OCTOBER 23, 2015
We recently published the 2015 State of Pipeline Marketing report and shared our findings on how pipeline marketers track and grow demand. It was a lot of data to share. The coverage was broad, so we are blogging a series of deep dives into our survey data to uncover industry and firmographic trends. For this post we focus on the marketing channels that have the greatest impact on revenue.
3 Simple Ways to Validate Your Content Ideas
MARCH 9, 2017
In the previous year, there has been a widespread emphasis on the message of bigger and better content. There are different avenues which are used to pass the trending message, but all of them are aimed at achieving the same goal. These include Brian Dean’s “skyscraper content” as well as Rand Fishkin’s “10x content.” To a large extent, this is very beneficial for business. Speaking of questions.
3 Skills Demand Generation Marketers Must Master Or Risk Going Extinct
FEBRUARY 29, 2016
Demand gen marketers are a lot like hunter gatherers. A hunter gatherer’s basic job is to track and hunt for food. Successful hunters were the ones who could understand the landscape, recognize the tracks of animals, and predict their location. Experienced hunters could observe evidence of movement and determine the type of animal that caused it, when it was there and where it is going. Conclusion.
B2B Marketing and Sales Won't Exist (As We Know Them) in 5 Years
MARCH 21, 2016
Marketing and sales alignment will eventually become a thing of the past. This isn’t because it’s not important, but rather, it’s because our teams will have outgrown it, like last year’s snow pants. By the end of 2020, the B2B marketing and sales departments will become one and the same team -- collectively responsible for the entire pipeline and the revenue that flows from it. But what’s next?
Six Key Steps to Successful Marketing Automation Adoption
Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.