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Four Must-Have Metrics for Marketing Measurement

Customer Experience Matrix

There’s still time to sign up for my October 7 Webinar on stage-based marketing measurement (sponsored by Marketo and hosted by the American Marketing Association ). Quick review: stage-based measurement tracks the ability of marketing programs to move leads through stages in the purchase process. And, here's a funny picture. Marketing ROI. valueless) leads drop out. They're wrong.

Marketing Automation Trends for 2010

LeadSloth

In this post I want to focus on the trends in Marketing Automation for 2010. Manager, Inbound Marketing, Marketo. In 2010 you’ll start to hear about marketing methods. At Marketbright, we believe Agile Marketing will emerge as a popular methodology so marketing professionals can adapt and survive in 2010. Social Media Marketing FAIL: In 2010, we’ll see a lot of companies spend a lot of money trying to make a big splash into social networks and many will crash and burn. Manticore Technology wishes you a full-funnel in 2010. predictions. The Contributors.

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Mapping marketing content across the buying cycle and personas (via )

Fearless Competitor

Event we did with Marketo on mapping content across the buying cycle. Today Find New Customers hosted a webinar today featuring Jon Miller, VP, Marketing at Marketo.  One of the key principals he shared was the process of mapping content to the way your customers buy.  Here's an excellent ebook from www.junta42.com clickpredictions2010[1] by Click Documents, sponsored by Marketo. Jon shared his "secret sauce" for lead generation. It was an excellent webinar for all of our Insiders at Find New Customers. One of the … Read More.

Mapping marketing content across the buying cycle and personas

Fearless Competitor

Today, Find New Customers hosted a webinar with Jon Miller, VP, Marketing at Marketo.  One of the key principals he shared was the process of mapping content to the way your customers buy.  clickpredictions2010[1] by Click Documents, sponsored by Marketo. One of the things I did at Aplicor was develop buyer personas, map the buying process, industry, and other factors.  Over that grid we wrote down the questions and concerns that particular buyer, in that particular stage of the buying process, etc. This enabled us to create a grid. 

Top 24 B2B Marketing Posts in February

B2B Marketing Zone Posts

February 2010. Almost) 100 (of the) Best Social Media Marketing Blog Posts and Articles of 2009 - Webbiquity , February 1, 2010 Social media marketing activity exploded in 2009, and so did coverage of these practices. Thought-provoking social media trends - grow - Practical Marketing Solutions , February 3, 2010 The Economist is one of my favorite magazines. Fearless Competitor , February 6, 2010 There is no question in my mind.  Sales Prospecting Perspectives , February 8, 2010 I can’t stand most telesales reps. February 26, 2010. 0160; Remember?

My thought leadership interview at Marketo

Fearless Competitor

Recently, Marketo — a marketing automation company with an extremely popular blog called Modern B2B Marketing contacted me and invited me to share my expertise in B2B demand generation with their readers.  Here are the questions Marketo asked, along with my answers: (Marketo) How did you first get started with online B2B Marketing and what do you like best about it? decided to pen the white paper, How to Find New Customers , which Marketo generously sponsored. Jeff) Today, buying cycles are growing longer and decision making processes are growing more complex. 

My thought leadership interview at Marketo

Fearless Competitor

Recently, Marketo — a marketing automation company with an extremely popular blog contacted me and invited me to share my expertise in B2B demand generation with their readers.  Here are the questions Marketo asked, along with my answers: How did you first get started with online B2B Marketing and what do you like best about it? In your white paper, How to Find New Customers , you discussed the ever-changing buying process. Today, buying cycles are growing longer and decision making processes are growing more complex.  Watch your language. 

7 Ways to Generate More Sales Revenue with Marketing Automation

Modern B2B Marketing

by Katie Byrnes In a recent webinar, Mac McIntosh, Founding Partner of AcquireB2B, and Jep Castelein, Founder of LeadSloth (and new Principal Consultant at Marketo!) According to AcquireB2B research, 25 – 33% of prospects buy your product after 1-18 months. discussed the top seven ways to utilize marketing automation to generate more sales revenue. Increase sales productivity.

How to do Lead Nurturing Right

Webbiquity

Marketing automation provider Marketo has just published The Definitive Guide to Lead Nurturing , a white paper that provides real value, covering the lead nurturing process from the basic how and why through ROI measurement. “Only in the last third of the today’s purchasing process do buyers want to engage with sales reps. Share this on del.icio.us. Digg this!

Embrace True Nurturing Programs

Connect the Docs

Why should you engage prospects consistently across the complete buying cycle? We asked Ardath Albee "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?" " Marketers will employ nurturing programs across the entirety of buying cycles to fuel pipeline momentum. Ardath Albee. Over to you.

Book Review: eMarketing Strategies for the Complex Sale

Webbiquity

Marketing automation systems—from vendors like Eloqua , Marketo , Genoo , Manticore and others—are great tools for moving prospective buyers along the path from interest to desire to action. Without a solid content strategy to support that movement through the marketing and sales cycle, all you’ve got is a nice email system. But they’re just that: tools. Digg this!

Content Takes Center Stage

Connect the Docs

We asked Stephanie Tilton "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?" " Stephanie Tilton is a seasoned white paper and case study writer who helps B2B companies advance the sales cycle by engaging prospects and customers. " Stephanie Tilton's Marketing Prediction for 2010. Stephanie Tilton.

33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

Maybe it’s because the buying cycle takes longer, more people are involved in purchase decisions and sales are made for rational, not emotional, reasons. CROWE HORWATH : the public accounting firm used 48 pieces of content in 4 different topic areas, this campaign targeted C-level prospects in financial institutions with $1 billion or more in assets across the buying cycle.

Rules of B2B Lead Scoring – Who’s Hot, Who’s Not

Industrial Marketing Today

Especially now since industrial and technical buyers are relying more and more on online resources for their decision making process. Marketing’s role in interacting with prospects has expanded and goes further into the buy cycle than before. According to Marketo , a 10% increase in lead quality = 40% increase in sales productivity. Tags: B2B Lead Generation Industrial Marketing Strategies Sales Strategies Eloqua Industrial Marketing lead scoring Marketing Qualified Leads (MQLs) Marketo Sales Qualified Leads (SQLs Leads sent to sales 1,372 1,058. 40.9%.

The Rise of Content in B2B Marketing

Connect the Docs

We asked Galen De Young "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?". Galen De Young's Marketing Prediction for 2010. Galen De Young's Marketing Action for 2010. Conduct an audit to determine nature and effectiveness of content marketing assets vis-à-vis purchase influencers and points in the buying cycle.

How to measure ROI on creating and marketing content?

Connect the Docs

B2B buying cycles are lengthening. This is due to expanded self-education via the vast amount of information online, more people involved in the buying process and the resulting increase in time it takes to gain consensus to get to complex purchase decisions. And that requires a lot of relevant content mapped to each stage of that buying process. Blogs.

B2B Content Marketing - Less is the New More?

Connect the Docs

What kind of content is most useful in each phase of the B2B marketing cycle? " Match Content to the Buying Process " Ardath Albee's Bio. Matching Content to the Buying Process is the Determining Factor for Content Development. An additional consideration is the different needs among members of the buying committee—influencers. Ardath Albee.

The Rise of the Content Marketer « The Effective Marketer

The Effective Marketer

The power of marketing automation is the ability to target your marketing database with specific content based on their behavior and stage in the purchasing process. And unless you have someone paying attention to it, you’re likely to lose the opportunity to influence people towards buying your product. What used to be clear roles (i.e. Does it sound familiar? And scary?

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Do you need a Chief Revenue Officer?

Modern B2B Marketing

They have adopted a strategy and discipline that applies similar principles and processes as Six Sigma did many years ago for the supply chain to ensure coordination and maximum revenue performance across the buying cycle. These processes include: Establishing an infrastructure where sales and marketing are fully integrated and equally responsible for revenue generation; Measuring and analyzing sales and marketing productivity across the entire revenue cycle; Identifying and removing defects to increase sales and marketing effectiveness and efficiency; and.

Brand and Demand Convergence Required

Modern B2B Marketing

2009 and 2010 became the years of analytics, where marketers began to realize the necessity of possessing activity intelligence. The idea behind activity intelligence is gaining the insight into what potential buyers are doing throughout their research processes. Add to this that 36% of IT buyers are experiencing a 2-6 month buying cycle. Enter the recession. 1984?!

Email Marketing Best Practices from MarketingProfs Virtual Event

Modern B2B Marketing

Buying Expensive. Buying More but Paying less. Work with sales to develop a process of what should happen with leads and then provide them information about what leads are the best for them to spend time with.  To do this, use lead scoring. . Have someone raise their hand to say they are ready to buy. Wait until 3 months after a prospect doesn’t buy. Loyalty.

B2B Marketers’ Big Challenges: GlobalSpec’s Industrial Summit Recap

Modern B2B Marketing

Spangler points out that people ages 35-54 made up 29% of Facebook users in 2010. Here are the four ways to generate more leads and drive more sales: Focus on the right prospects : Identify leads that fit your buying profile, have recently visited your website, and leverage more of your existing database by updating and appending the data. So how do we do this?