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Three Ways Data-Driven Marketing Improves Performance

Marketing to Business Executives Blog

According to a survey just completed by ITSMA and Patricia Seybold Group , today’s B2B marketers recognize the importance of data-driven marketing.  So what?  Well, now we have statistically significant findings supporting that view. . That’s hard data that associates leadership in data-driven marketing with market and sales performance increases.  The cost of darkness (i.e.,

The Role of Context in Curation: B2B Marketers Take Note

Marketing to Business Executives Blog

Every B2B marketer should read Arnold Waldstein’s thoughtful post entitled, “ Context, not content, is king.&#   The context he describes is exactly what B2B marketers need to provide in their content curation.  He points out that, “Few of the curation platform players seem to understand that content without dynamic context is really neither interesting nor that valuable.&#. Waldstein talks about, “finding groupings around information needs&# and the tremendous opportunity for business to invigorate new groupings relevent to its products/services.  Neither do I. 

Ten Use Cases for Content Curation in Marketing

Marketing to Business Executives Blog

Marketing to Business Executives Blog B2B Marketing Strategies that Work Home About Home > Content curation , Content marketing , Social media management , Thought leadership > Ten Use Cases for Content Curation in Marketing Ten Use Cases for Content Curation in Marketing 01/12/2011 Marketing to Business Executives Leave a comment Go to comments Content curation offers the promise of addressing both information consumers’ and marketers’ challenges in taming the flood of digital information.  But as I look at the vendor landscape it is apples and oranges.  Support mission. 

Survey results: marketing automation drives improved business results

Marketing to Business Executives Blog

A March 2011 survey conducted by Patricia Seybold Group  and Information Technology Services Marketing Association (ITSMA) found a correlation between leadership in data-driven marketing and increased sales productivity as well as improved market share over a two year period.  Pretty exciting results! We also found that the data savvy use more kinds of marketing data in more ways. 

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

Top Eight Reasons B2B Marketers Use Content Curation

Marketing to Business Executives Blog

Reason 1:  Many of the marketers who have stepped into curation on an enterprise basis are thinking about getting closer to their customers by providing an information service that draws people with similar interests and keeps them coming back. Marketers view content curation as a social as well as a content initiative. Visitors often click through to the company website.

7 Steps to Success with Marketing Automation

Marketing to Business Executives Blog

Nobody wins when marketing automation system implementations don’t yield expected results. Yet it happens so frequently that some industry observers predict slow adoption of this important technology because of implementation problems. Recent research by Patricia Seybold Group and McKittrick Associates  shows that there are more than 20 skills, practices, and organizational practices important for a success implementation.  Unfortunately, many turn to system selection as their first step. . Agree on the end-to-end lead management process. Have a champion in senior management.

Adobe’s Online Marketing Suite…Looking Good

Marketing to Business Executives Blog

It took me some time to get my arms around the Adobe Online Marketing Suite. The Suite has an impressive range of capabilities; however, the products within the suite don’t match neatly to discrete marketing functions. One activity may require the use of two or more products. This puts a bright light on the importance of the Adobe Omniture Next Generation Platform announced in March, which enable integrations between certain related products across the Suite. As I review the list of essentials in the marketing technology ecosystem , Adobe stands up admirably.

Segmentation key to content marketing

Marketing to Business Executives Blog

Gary Angel recently wrote a great post on Segmentation for Digital Analytics Done Right. He  points out that to properly understand a visitor’s web behavior you must understand who they are and what they are trying to do.  Are they customers or prospects?  If customers are they going to the site because they have a support problem or want to buy something more?  Only after you know the who and the why can a change in a metric, such as visitors, be properly interpreted.  Make up a matrix with visitor types on the left and visitor purposes across the top.   Then What content do you provide?

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

Eqentia content curation gives control to information consumer.

Marketing to Business Executives Blog

Eqentia content curation gives control to information consumer. 02/25/2011 Marketing to Business Executives Leave a comment Go to comments. Eqentia is a content curation platform for business professionals who need to stay current in

Games as Content in B2B Marketing

Marketing to Business Executives Blog

Bob Johnson at IDG Connect sent me a brief on using games for B2B marketing. felt as if they had broken the silence on this marketing approach in B2B until I took a look around the web. found a few short posts (Tom Grant of

Why Marketers Invest in Technology: Survey Results

Marketing to Business Executives Blog

In today’s B2B buying environment, marketing can not be effective in driving demand, building brand, or charting strategies for future growth without technology.  There are hundreds of reasons why marketers should invest in technology but I am more interested in what marketers report as their reasons. So, in a recent survey conducted by Patricia Seybold Grou p and ITSMA , I asked.

Top Two Areas of Struggle in Marketing Automation Implementation

Marketing to Business Executives Blog

So you’re in the market for a marketing automation platform.  You’ve gone through the Step-by-Step Guide to Selecting a Marketing Automation System by David Raab.  He takes you from defining your requirements to making a decision and then (Step 7) directs you to “Invest in Deployment.&#   Good advice.  You spent the money and maybe put your career on the line. The No one is happy.

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Between November 5 and November 17, we surveyed 601 marketers with an 18-question online survey. A few weeks later, Adweek sent the questionnaire to 144 additional marketers. As the survey was answered by nearly our entire population target, the calculated margin of error was approximately 1 percent. Here's what we learned.

B2B battleground for content curation « Marketing to Business.

Marketing to Business Executives Blog

Vendors providing content curation solutions for publishing (Loud3r, Daylife, PublishThis, OneSpot, Atex to name a few) are moving to provide B2B marketing solutions…in droves. And new (e.g., HiveFire, CIThread) or re-branded (e.g.

Finding the Information You Need Quickly, Reliably and Cost-Effectively

Marketing to Business Executives Blog

Someone raised the question on Quora a month ago:  Would most users rather have content delivered to them based on interests or by their social connections?  Then Arnold Waldstein started a Conversational Rant a few days ago on his blog, pointing out that he would like to “parse my world by conversations, by topic, by trusted connections daily.” ” Then Romain Goday of Darwin Ecosystem  laid out  five different approaches to content curation : Expert approach: curators. Crowd approach: popularity. User behavior approach: personalization. Relationship approach: social graph.

Today’s Rant: Why Marketing is Harder — and More Fun

Marketing to Business Executives Blog

A salesperson who is face-to-face with a prospect can vary his or her dialogue to accommodate the prospect’s needs and interests.  The salesperson knows the company size, location and industry as well as the prospect’s role and stage in the buying cycle.  She can assess the prospect’s level of knowledge and fill in gaps.  Most importantly she can use the prospect’s responses to guide the discussion. Get comfortable experimenting, acting on partial information, and adjusting course as they find new information. Select and properly use appropriate technology.

New Research on Why CRM Fails…Also Lessons for Marketing Automation

Marketing to Business Executives Blog

MIT Sloan Management Review (Spring 2011) published new research on CRM in an article titled, “Why CRM Fails and How to Fix It.&#   This is fantastic reading; truly an energizing piece pointing to down-to-earth advice.  The four key insights that the authors drew from their research are equally applicable to marketing automation.  They are (verbatim): “If the appropriate marketing capabilities are not developed, little or no return will be generated from investments made in CRM.&#. Enough of the left brain/right brain argument.  Enough of the data/experience fuss. 

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

Number One in Social Business

Marketing to Business Executives Blog

At Enterprise 2.0 this week in Boston, I found a few inspiring moments amid all the activity.  I particularly liked the opening keynote presentations by John Hagel from Deloitte on the first day and Lee Bryant of Headshift  on the second day.  The big takeaway…my number one in social business:  it all starts with a problem that needs to be solved…and that you can affect. Hagel described a simple metrics-based path to finding the right problem to address.  Start with business metrics (e.g., where are you spending the most money or where are costs growing faster than revenues). 

Who cares about marketing data?

Marketing to Business Executives Blog

In a recent survey conducted by Patricia Seybold Group and the Information Technology Services Marketing Association ( Survey on Data-Driven Marketing, March 2011 ), more than 100 marketers reported what types of marketing data most interested heads of other departments.  Customer data was the hands down winner, recognized as the top choice by CEOs, COOs, Business Unit Leaders, and Service Delivery Leaders.  The The findings (see below), while not statistically significant, do raise some questions worth pondering. Type of Data. Top Choice For: Customer Data. CEO, COO, BU leader, Service leader.

Visibli displays your identity when you share links

Marketing to Business Executives Blog

I first saw this used by Eqentia , a curated site that, per best practice, displays a thumbnail of an article and then links the reader to the original article.  It is a bar, what visibli calls an “engagement bar&# , about a half inch thick that sits at the top of your screen and carries the brand identity of the referring site (and, of course, links back to the site).  . However, you can’t navigate elsewhere in the site you’ve been referred to.  You are captive on the CMO.com site.  The possibilities with visibli go beyond retaining your identity when link sharing. Think

7 not 3… actions for marketing automation implemenation success

Marketing to Business Executives Blog

Jeff Ernst from Forrester has just come out with a new report, “B2B Marketers must Prepare Better for Marketing Automation,&# that raises a critical issue but doesn’t go far enough.  He points out that marketers, “… need to prepare for the use of the technology by having 1) a lead-to-revenue process model to automate; 2) content to support the message and responses; and 3) a marketing organization that is ready to support the technology.&#  . Without question this is true.  Agree on the end-to-end lead management process. Have a champion in senior management.

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

5 Reasons for Low Adoption of Marketing Technology and How to Move Forward

Marketing to Business Executives Blog

Many of the technologies that comprise the marketing technology ecosystem  have been around since before the shift to customer control of the buying process, a shift that has made technology essential to marketers.  Hence, low adoption rates of marketing technologies can’t be explained by lack of availability of appropriate solutions.  Progress Progress has been slow for five major reasons: An evolving marketing technology ecosystem, in which capabilities of dissimilar elements often overlap. The time required to develop a culture of experimentation. Lack of, or delayed, IT support.

Marketing: The New Finance…with a technology ecosystem to support it

Marketing to Business Executives Blog

At the Adobe Omniture  Summit 2011, Aseem Chandra, Vice President of Marketing for the Omniture Business Unit, referred to marketing as “the new finance” because it can now measure the pulse of the business in a way that only finance could have in years past. Think about it. Finance tracks the value chain of the business. It’s important, but mostly inward facing. By contrast, marketing faces outward and see’s where the business is heading. The critical question going forward concerns what elements of the marketer’s technology toolkit are essential for leadership. Do you agree? 

How do you involve your experts in social media?

Marketing to Business Executives Blog

Marketers need to “know their customers so well that the product or service sells itself,&#   as Peter Drucker said. But marketers aren’t subject matter experts on issues their customers face.  From From whom does the customer want to hear? Not the marketer.  The customer wants to hear from the experts.   . company’s key subject matter experts are short on time and may not have an inclination to blog or engage online with customers.  How does a company productively involve their experts in online discussions? company called ConnectedN  has an answer.  Pretty nifty.

Evidence:the heart of your business (and marketing) plan.

Marketing to Business Executives Blog

If you haven't read John Mullins' and Randy Komisar's book, Getting to Plan B, I urge you to do so. Their research shows that businesses that try to execute their business plans flawlessly usually fail. Most successful businesses did

2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.

Need a quick news fix in a speciality area?

Marketing to Business Executives Blog

If you haven’t taken a look recently at Eqentia’s portal  with its 12 channels for business, 17 for technology, 4 for social media and many more, it’s worth a browse.  Eqentia Eqentia curates news into all these channels and most of them are available to the public for free.  Now they have upgraded the user interface and it looks terrific.  You can even create your personal news stream and selectively subscribe to updates. . There’s also more to Eqentia than the free stuff.  You can use their technology to curate the topics that interest you. Let me know what you think.

Content marketers: throw out your editorial calendar!

Marketing to Business Executives Blog

The first recommendation in Accenture’s publication, Social Media:  Rewriting the Rules on Content Management , is to throw out your editorial calendar.  Shocking!  Shocking!  Isn’t the editorial calendar the tool you use to keep a regular flow of relevant content moving out to constituents?  Doesn’t it drive your budget, assignment, and approval cycles?  Didn’t you just pay a consultant a lot of money to get you into the discipline of working through the calendar? . Accenture’s point is that editorial calendars are based on push rather than pull marketing. 

Sorting through content curation options

Marketing to Business Executives Blog

Marketing to Business Executives Blog B2B Marketing Strategies that Work Home About Home > Content curation , Content marketing , Lead management , Marketing technology , Social media management , Thought leadership > Sorting through content curation options Sorting through content curation options 01/13/2011 Marketing to Business Executives Leave a comment Go to comments Let’s say you are serious about establishing a thought leadership position in an area of keen concern to your customers.  There are dozens of content curation tools out there.  Some are suited for personal use. 

Account Based Marketing and its Growing Interest Among B2B CMOs

It's All About Revenue

In his Forbes piece published last month, contributor Daniel Newman shared a quote from Megan Heuer, Vice President and Group Director, Data-Driven Marketing, at SiriusDecisions: “Companies of all sizes are trying out ABM, from expanded efforts in very large global companies to laser-focused go-to-market models in lean startups. Not all that impressive. CMO Corner

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

What Microsoft's Acquisition Of LinkedIn Could Mean For B2B Marketers

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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. But what about Outlook? B2B Marketing