Sat.Feb 09, 2013 - Fri.Feb 15, 2013

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Why Is B2B Marketing Automation Growing So Slowly?

Customer Experience Matrix

Let me start by saying that the 50% revenue increase I’m projecting for B2B marketing automation in 2013 is a very healthy one. In actual dollars, the $250 million gain is much larger than the $175 million growth in 2012. So if you’re working in the industry, don’t circulate that resume just yet. But still, as I noted last week, the growth rate is slowing – and for some vendors seems to have fallen considerably in the second half of 2012.

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Three customer insights for your marketing plan

Savanta

Spring. As birds migrate north to secure nesting ground, gaggles of marketers flock to secure budget for their marketing plans. The most fruitful of these plans are built on customer insights. But insights into what exactly? Here are three things that would top my list. What really matters? We all know that successful marketing propositions perfectly align with customer needs and wants.

Planning 208
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Get Real with your Search Engine Optimization; Practical Advice to Drive Traffic

NuSpark Consulting

I’ve been managing multiple SEO campaigns (mostly Philadelphia area based) recently because clients have asked, and I do it well, and in my observations of the practice, I have a word of advice: Get Real. I say that because the goal of search engine optimization is to drive increased unbranded (terms that do not mention your company name) quality traffic to your website that converts into a desired action; nothing more; nothing less.

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B2B Sales and Marketing: How a staffing company gained 242 qualified leads in just three months in a new market

markempa

Tweet TERRA Staffing Group has been serving the Seattle area for three decades. It built a strong reputation for excellent service and was extremely well networked in that community. However, when TERRA opened a new division in Portland, Ore., in 2012, it had to start fresh – the company had no reputation to fall back on. Jenifer Lambert, Vice President of Sales and Marketing, TERRA, decided to use this opportunity to launch her sales efforts into the 21 st century.

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Sales & Marketing Alignment: How to Synergize for Success

Speaker: Carlos Hidalgo, Co-Founder & CEO of Digital Exhaust, Author, International Keynote & TEDx Speaker

Recent research shows that only 50% of B2B organizations state that they have good alignment between their marketing and sales teams. This lack of alignment tremendously impacts the ability to meet business goals, and is a limiting factor for building and maintaining customer relationships. While many B2B organizations continue to struggle with aligning their marketing and sales teams, they can take practical steps to unify both teams and simplify their overall approach.

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Content And Technology Will Define The Future of Marketing

Marketing Insider Group

In the previous posts from the Future of Marketing series, we published insights, guidance and advice from some of the best minds in our industry. To review, Mark Schaefer discussed culture and the future of search. Marcus Starke predicted the rise of the science of marketing. Ann Handley called for more brands to become Content Brands. And Alan See reiterated that the customer and the content is king.

More Trending

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5 Lessons Content Marketers Can Learn From Valentine’s Day

KoMarketing Associates

Venture into any drugstore or supermarket this week and you’ll find yourself swimming in a sea of pink and red cards, candy, and flowers. That’s right, folks, today is Valentine’s Day, a time of year when we send our blood sugar levels through the roof, make reservations at restaurants we’d never be able to afford otherwise, and read into the hidden meaning of conversation hearts (okay, maybe that’s just me).

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In Digital Marketing, Good Writing Matters, Too

Biznology

Photo credit: MarkGregory007. Many of the other bloggers here on Biznology focus on the technological aspect of digital marketing, i.e., coding the content so it is likely to be found more easily via search. But no matter how much optimization you do, when your visitors arrive, what they will be looking for is not optimized content but interesting, well written, largely non-promotional content that’s worth their time to read and share.

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Does B2B Social Media Work? That’s the Wrong Question

Digital B2B Marketing

It is a common question, and starting point for (normally) friendly debate, in B2B marketing. Does X really work for Y? Does social media work for B2B? Does newspaper work for real estate? Does digital work for pharmaceuticals? Does content marketing work for local businesses? People that say “no” tend to say it doesn’t work anymore because behavior is changing (newspaper), it doesn’t work because their audience doesn’t use it (social media) or it doesn’t work

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Measuring the True Impact of Marketing Campaigns: A Conversation with Bonnie Crater

The Point

Bonnie Crater is a five-time Vice President of Marketing, a former colleague of this blogger from our days at Oracle in the late 80s, and in 2000 was named one of the “Top 20 Female Executives in Silicon Valley” by San Jose Magazine. In 2011, she became President and CEO of Full Circle CRM , a company dedicated to helping VPs of Marketing use Salesforce.com to get accurate and useful performance data about marketing campaigns.

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What Regulations Will Impact Sustainability Comms in 2024?

Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission

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KISS for Sales

ViewPoint

Andy Gray is a senior marketing professional with proven expertise in directing, centralizing, and strengthening how customers are acquired and retained as well as how companies are positioned through marketing strategies, demand generation, sales support and enablement programs, market research and product development. You can connect with Andy on LinkedIn or via email.

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An Entire Organization Should be On Board with SEO

Biznology

Photo credits: www.roadtrafficsigns.com. When it comes to executing SEO on behalf of a business website, a company essentially has two options. The SEO work can be done in house or outsourced to an SEO firm. No matter who is doing the SEO work, one important thing to keep in mind is that it can’t operate in a silo. Input is needed from everyone within the organization in order to ensure that the SEO campaign addresses every aspect of the business.

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4 Common Blog Writing Stumbling Blocks

Writing on the Web

There are many reasons to have a business blog but the most important is that it’s great for retaining clients and customers. Business blogs offer insights into your services, product updates, and compelling relevant content that solves the problems of your clients. However, blog writing can be tougher than you might think. It’s important to keep posting fresh new content, in order to get readers coming back (thus increasing your visibility and site traffic).

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How to Sell Marketing Automation to Your CEO (& Other Burning Questions)

The Point

Recently I was asked to contribute some thoughts to Marketo’s new ebook, “ The Definitive Guide to Marketing Automation.” You can download a free copy of the ebook – 100 pages on everything you need to know about marketing automation – what it is, how it’s different from CRM, common features, keys to success, and more – by clicking here. Below is my contribution (see Page 71.).

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How to Improve Email Deliverability and Optimize Each Send

Learn how to optimize email deliverability and drive greater email ROI. What lands your email in the customer’s inbox? Understanding those factors, otherwise known as email deliverability, is critical to getting the most return on your campaign investments. But the “rules” around which factors land you in the spam folder aren’t always easy to keep up with.

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4 Keys to Building Trust with Inbound Marketing

B2B Marketing Traction

Inbound marketing is the art of attracting and engaging the right people to your website through traditional and social media marketing. Done right, inbound marketing can help increase the trust of prospective clients and customers have in you – something that is essential for conversion from prospect to customer or to additional sales. My colleague Rocky Mills , member of a networking organization I belong to, coined the phrase Know-Like-Trust-Refer.

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On LinkedIn, If You Won’t Share, Then I Won’t Care

Biznology

Image via CrunchBase. This post will be a relatively quick one that is a mini-rant. If you are “rant-averse,” then turn away now. My rant has to do with a piece of LinkedIn etiquette. LinkedIn is becoming increasingly important in the world of business networking. I am hesitant to call the service a social network. It’s really a business networking play which takes out a lot of the silly minutiae that sharing on Twitter and Facebook can enable.

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15 Important Tips To Help You Keep Your Customers

Convince & Convert

Image via BigStockPhoto.com. You’re about to have many insightful statistics and research thrown your way, but before you dig in, let’s put the most important data point front and center: According to the Harvard Business School , increasing customer retention rates by 5 percent increases profits by 25 percent to 95 percent. This is important to consider when evaluating your own customer loyalty strategies because in the customer service echo-chamber there is a lot of “hoo.

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Four Tips to Guarantee Freelancer Websites Deliver Great Results (Guest Post)

WriteSpark

A note from Janice: I know that not every technology company has the budget to hire a freelance technical copywriter with my depth of subject knowledge, writing skill, and marketing savvy. For these companies, the freelance marketplace sites can be a good way to find writers for less-demanding content projects. But using these sites can be overwhelming and nonproductive if not approached carefully.

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The AI-Enabled CMO: Practical Tips for Today's B2B Marketers

Speaker: Paul Slack, Vende Digital CEO

On October 11th, understand how to navigate the AI landscape confidently, turning insights into groundbreaking strategies that set you apart. Why attend? You'll learn: Practical applications/Use cases How to find and assess the right AI technology Prioritizing quick wins Mastering prompt engineering Solving marketing challenges efficiently Strategies to launch pilot programs Case studies of B2Bs building smarter businesses with AI Exclusive bonus content: Actionable frameworks to get started qui

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Marketers: Show Your Love

Digital B2B Marketing

There is a disturbing trend in both consumer and B2B marketing: Marketers do not love the people they are marketing to. Behind closed doors, many marketers don’t like or even respect them. In turn, consumers and B2B buyers have come to dislike marketing. They see email, direct mail, promoted Tweets, Facebook ads, banners and TV ads clamoring for their attention and cluttering their lives without adding any value.

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Common Content Marketing Mistakes To Avoid

Biznology

Photo credit: DigitalRalph. You’ve always been marketing. First it was search marketing, then social media marketing, and now you’re looking at the latest thing–the combination of search and social called content marketing. But, as with anything, there are the right ways and the wrong ways to do content marketing. Here are three kinds of mistakes we see content marketers make all the time, and ways to avoid them.

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Make These 5 Marketing Changes in a Smartphone Dominated America

Convince & Convert

In 2013, smartphone penetration in the United States will reach 57%. This is when we cross the chasm – the majority of adult Americans will have, in their pants, access to most of the world’s knowledge, at all times. Information is the enemy of excuses. (tweet this). If you make a bad decision today you’re just lazy. Whether it’s a choice of breakfast sandwich, a car, or a dentist, content marketing strategist or any other service, you have in the palm of your hand all th

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What to Do if the Competition Stalks Your Customers Online

B2B Marketing Traction

I manage marketing and social media for some of my clients, and imagine my surprise when I found that a marketing services vendor in my network was following not one, not two, but many of my clients or customers on Twitter. I’m on my Friday morning marketing soapbox to say that this is not only creepy, it’s sad, and it can happen to you!

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How to Stay Competitive in the Evolving State of Martech

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

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Three customer insights for your marketing plan

Savanta

'Spring. As birds migrate north to secure nesting ground, gaggles of marketers flock to secure budget for their marketing plans. The most fruitful of these plans are built on customer insights. But insights into what exactly? Here are three things that would top my list. What really matters? We all know that successful marketing propositions perfectly align with customer needs and wants.

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Four Tips to Guarantee Freelancer Websites Deliver Great Results (Guest Post)

WriteSpark

A note from Janice: I know that not every technology company has the budget to hire a freelance technical copywriter with my depth of subject knowledge, writing skill, and marketing savvy. For these companies, the freelance marketplace sites can be a good way to find writers for less-demanding content projects. But using these sites can be overwhelming and nonproductive if not approached carefully.

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Should I Rekindle My Blog Love Affair…Or End It?

Marketing Craftmanship

Can This Blog Affair Be Saved? Here’s a sad letter from the Marketing Craftsmanship mailbag: Dear Marketing Guy, I’ve fallen out of love with my Blog and I need your advice. My sad story: It was love at first sight. A company Blog had everything I was looking for in social media. It would drive SEO. Establish thought leadership. Engage clients and prospects.

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How to Derive Inspiration from an Active Fan Base

Convince & Convert

Jessica Gioglio, Dunkin’ Donuts @savvybostonian. Jessica Gioglio , Public Relations and Social Media Manager at Dunkin’ Donuts , joins the Social Pros Podcast this week to discuss Dunkin’s army of brand advocates, whether frequency of using a brand contributes to brand loyalty, and what the social media staffing looks like at a company as socially active as Dunkin’ Donuts.

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What Questions Are Brands Asking About Their ESG Initiatives Ahead of 2024?

Temperatures are rising (and not just metaphorically) as key stakeholders anxiously anticipate the outcomes of COP28. While companies reconsider their 2024 environmental sustainability strategies, there is another aspect of ESG that deserves exploring, the social sector. In the latest edition of "Navigating ESG Comms Through the Cosmos - Sagittarius Edition", 3BL hones in on this sign’s bold quality of asking questions others are burning to know the answers to.

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The Evolution of Modern Marketing Automation [Infographic]

Adobe Experience Cloud Blog

by Dayna Rothman Since the dawn of civilization people have found ways to market their goods to potential buyers, and through intense competition modern marketing was born. As technology has become more and more embedded in the lives of consumers, marketing has evolved at a rapid pace. From radio, to television, to the internet and smart phones, marketers have had to become more creative in order to reach their audience through the noise.

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How to Love Your Customers with Inbound Marketing

B2B Marketing Traction

In today’s busy, information congested world, you need to love your customer to stand out. Don’t sell to them, spam them, tolerate or ignore them. Love them. How? Don’t sell, nurture. What? Nurture? What does that have to do with marketing? It means that instead of pushing solutions on your prospects and customers, you put valuable information online and attract qualified prospects.

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Traditional Marketing is Alive and Well for Industrial Companies

Industrial Marketing Today

Despite all the buzz about digital marketing and proof of results, manufacturers, engineering and industrial companies continue to use traditional marketing tactics such as trade shows, print ads and telemarketing. [.]. [ This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.].