Aberdeen

OCTOBER 19, 2022

The event was a great opportunity to learn and discuss company’s current and future strategy, speak with users from Aon, Toyota Financial, and Solera, as well as spend 1-1 time with company leaders discussing the state of the market in contact center and customer experience (CX). This post summarizes my takeaways from the event.

Enterprise Management 52

Enterprise Management Work Management Marketing Management Contacts 52

Crimson Marketing

JANUARY 23, 2015

With the steadily increasing importance of marketing analytics and metrics, it’s very easy for B2B marketers to hone in on “vanity metrics.” Let’s review some activities important to marketing, but rethink how to measure marketing analytics and metrics. “The real value of events is mid-funnel.

Multi-Touch Attribution 100

Multi-Touch Attribution Top of Funnel Analytics Lead Ranking 100

PathFactory

MARCH 3, 2023

With 2023 event planning in full swing, I’m reflecting on the virtual and hybrid events I’ve attended over the last three years. Think about it: if you don’t have the data to nurture your visitors before, during, and after an event, how can you personalize their experience and ultimately convert them? And we are not alone.

Trade Show 52

Trade Show Cost Guerilla Marketing Marketing Analytics Tools 52

PathFactory

JUNE 21, 2023

Stage 1 | Experimental What it looks like: “We have a mediocre understanding of our customers’ various buyer journeys and we’re using a few analytics tools to track engagement. We’ve already mapped out buyer journey paths to engage prospects. We’re tracking prospect data through analytics tools.

Top of Funnel 52

Top of Funnel Buyer's Journey Microsite Advertising Funnels 52

ClickZ

FEBRUARY 11, 2024

In a few quarters, Google Analytics 4 will become the go-to platform for mission-critical data. It’ll supersede Universal Analytics, shifting the analytics landscape drastically. Machine learning reveals buyer journey complexities with surgical precision.

Industry CMS 40

Industry CMS Lead Ranking Top of Funnel Marketing Analytics Tools 40

ClickZ

JULY 31, 2020

The user has to decide upfront how they want the credit for sales events to be divided between the touchpoints. Markov’s probabilistic model represents buyer journeys as a graph, with the graph’s nodes being the touchpoints or “states”, and the graph’s connecting edges being the observed transitions between those states.

Marketing Attribution 122

Marketing Attribution Buyer's Journey Touchpoints Paid Search Agency 122

Binary Demand

FEBRUARY 23, 2024

Check out the tech and tactics fueling the above mentioned shift: Intent data Account-based marketing (ABM) Personalization Marketing automation Predictive analytics Adapting to the merging of modern B2B buyers and the trends driving B2B demand generation strategies is crucial for thriving in today’s evolving B2B landscape.

Demand Generation Agencies 52

Demand Generation Agencies Demand Generation Demand Account Based Marketing 52

ANNUITAS

MAY 21, 2020

The Interactive Advertising Bureau , a conglomerate of 650 leading media and technology companies, defines attribution as: The process of identifying a set of user actions (“events”) across screens and touchpoints that contribute in some manner to a desired outcome and then assigning value to each of these events.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ATAK Interactive

MARCH 12, 2020

Driving this transformation is the B2B buyer journey, which has gotten longer and more complex. 82% of B2B buyers are spending more time in the research phase, using more sources to research and evaluate products and services. As the buyer journey grows more complex, so does the marketing funnel.

Top of Funnel 107

Top of Funnel Trends Account Based Marketing B2B Marketing 107

Televerde

APRIL 30, 2024

Networking and Trade Shows : Events where contact information can be directly collected from attendees in exchange for information, demos, or promotional materials. Ensure that your contact acquisition strategy encompasses all of them—website, social media, email and ad campaigns , in-person events, and any others.

Acquisitions 52

Acquisitions Contacts Paid Content Process 52

Vision Edge Marketing

NOVEMBER 8, 2018

The recent Proof Analytics study reported that 96% of the C-Suite among Fortune 1000 companies believe that “their Marketing & PR Teams as “unwilling or unable” to prove ROI. As a business owner, there are some things I need to buy, such as liability insurance, and some things on which I need to be sold, such as sponsoring an event.

Marketing Budget 185

Marketing Budget Case Studies Budget Programs Case Study 185

Sprout Social

JULY 19, 2023

For example, with email marketing campaigns, instead of reading about how to sign up for an event or new product updates, brands can share a video in their newsletter. The goal is to continue guiding people along the buyer journey. Leverage native YouTube analytics to help you analyze your tests.

Conversion Rate 86

Conversion Rate Video Marketing Top of Funnel Webinar Metrics 86

PathFactory

DECEMBER 8, 2022

The qualitative feedback you’ll get from your team will be more useful than anything a basic web analytics tool can tell you. Was it for an event? Did the content influence the pipeline, help close a deal, or help accelerate the buyer journey? Do your customers find the content useful?

Buyer's Journey 52

Buyer's Journey Content Case Study Case Studies 52

Content Standard

MARCH 23, 2017

Global business events like this are essential for marketing transformation , as they help marketers align their brands with meaningful conversations. In addition, for IBM’s booth for the event, Watson and architect Michael Szivos served up the first thinking sculpture. First, I set my key performance indicators (KPIs).

Top of Funnel 66

Top of Funnel Demand Generation Agencies Paid Search Agency Advertising Agencies 66

Seismic

DECEMBER 15, 2020

But this year’s event was a little different than normal. For four days, the fully-virtual event brought together members and vendors from home offices around the globe to hear from keynote speakers and panel discussions, as well as participate in breakout and networking sessions. Interactive content puts buyers in the driver’s seat.

Lead Ranking 52

Lead Ranking Buyer's Journey Storytelling Analytics 52

The ABM Agency

APRIL 15, 2021

billion average monthly content consumption events per quarter. Bombora’s Surge product mentioned above is a proprietary data analytics AI-powered tool that delivers insights most applicable to your company. Each vendor has its unique differentiators and proprietary analytics tools. Coverage across 4,000 websites.

Bombora 98

Bombora Intent Data Marketing Automation Services Intent 98

PathFactory

JUNE 23, 2022

Content fuels a significant part of the buyer journey. It also provides insights into what each member of the buying group in an account cares about at each stage of their journey. Only a small percentage of content typically drives engagement and buyer journey acceleration. But they don’t tell the whole story.

Forrester 59

Forrester Research B2B Content 59

Tiecas

MARCH 21, 2024

Longer sales cycles, complex technical products, and a highly analytical buyer persona are just a few factors that set it apart. Trade Show Marketing: It’s Not Just About Showing Up The Content Marketing Institute’s recent study highlights a resurgence of in-person events. What Can You Do?

Tactics 75

Tactics B2B Marketing Webinar Metrics Marketing Strategy 75

ATAK Interactive

MARCH 12, 2020

Driving this transformation is the B2B buyer journey, which has gotten longer and more complex. 82% of B2B buyers are spending more time in the research phase, using more sources to research and evaluate products and services. As the buyer journey grows more complex, so does the marketing funnel.

Top of Funnel 78

Top of Funnel Trends Account Based Marketing B2B Marketing 78

KoMarketing Associates

SEPTEMBER 4, 2018

A scan in Google Analytics’ third party website referral report may uncover opportunities to further contribute quality content and secure inbound links on an ongoing basis. Community Events & Sponsorships. The point is to focus on adding value to the buyer journey for broader marketing purposes; not just SEO impact.

Link Building 156

Link Building B2B Marketing Ad Building B2B 156

Cintell

APRIL 30, 2019

The objective and approach are similar to the recent trend towards account-based marketing and predictive analytics. Using big data analysis as intelligence for monitoring the customer journey and identifying predictive behavioral indicators at each stage will provide your sales teams a significant advantage.

Ideal Customer Profiles 181

Ideal Customer Profiles Buyer Personas Social Networks Curation 181

KoMarketing Associates

APRIL 7, 2021

As marketers lost access to traditional channels like live events and in-person meetings, many marketing budgets were redirected into demand generation campaigns. We’ll talk about personas in a moment, but good old analytics can tell you a lot about how good your customer experience is. Do more virtual events.

Demand Generation Agencies 236

Demand Generation Agencies Demand Generation Demand Marketing Budget 236

Parse.ly

FEBRUARY 24, 2021

Whether you’re a media professional or a B2B/B2C marketer, a seasoned pro with a full grasp on your content analytics or a novice content strategist looking for a place to start, this recap blog post will be a great resource for you and your team. . Similarly to how Parse.ly ROI content strategy. Similarly to HW, our team at Parse.ly

Top of Funnel 52

Top of Funnel Webinar Metrics Digital Marketing Funnels Funnel Advertising 52

Parse.ly

FEBRUARY 24, 2021

Whether you’re a media professional or a B2B/B2C marketer, a seasoned pro with a full grasp on your content analytics or a novice content strategist looking for a place to start, this recap blog post will be a great resource for you and your team. . At Parse.ly, everything we’re doing with content is ultimately about driving revenue.

Top of Funnel 52

Top of Funnel Webinar Metrics Digital Marketing Funnels Funnel Advertising 52

ANNUITAS

SEPTEMBER 21, 2018

So don’t cancel your tickets for the next Marketo Marketing Nation Summit … that event likely has at least one more go-round.). Adobe is known excellence at the crossroads of creative and analytics. And we don’t expect anything other than business as usual from the Marketo ecosystem for the next 6-9 months. (So

Marketo 193

Marketo Acquisitions Marketing Automation Services Enterprise Management 193

KoMarketing Associates

MARCH 23, 2017

Specifically, I was excited to talk about how content can help take the customer through the buyer journey. Because think about it: We go on journeys every day, from small decisions like what we are going to eat for breakfast to bigger decisions like what car we are going to buy. Which networks are driving shares?

Top of Funnel 192

Top of Funnel SWOT Marketing & Strategy Buyer's Journey 192

Content4Demand

MAY 21, 2020

This years’ Campaign Optimization Series , hosted by Demand Gen Report , put a spotlight on the strategies and tools marketers have seen success within this new environment, with targeted webcasts led by industry thought leaders addressing topics such as ABM for sales success, virtual event best practices, data strategies and more.

Marketing Budget 98

Marketing Budget Sales Management Webinar Metrics Top of Funnel 98

Vidyard

AUGUST 13, 2018

A step-by-step guide to curate great video content Indulge us for the moment as we put aside the persona and where they are in the buyer journey. – Where this is the topic, cause or event. Leverage a video platform that allows you to add a customized play button, thumbnail, call-to-action, and powerful analytics.

Curation 118

Curation Top of Funnel Video Marketing Content 118

ATAK Interactive

MARCH 12, 2020

Driving this transformation is the B2B buyer journey, which has gotten longer and more complex. 82% of B2B buyers are spending more time in the research phase, using more sources to research and evaluate products and services. As the buyer journey grows more complex, so does the marketing funnel.

Top of Funnel 60

Top of Funnel Trends Account Based Marketing B2B Marketing 60

Martech

MARCH 4, 2022

Rinner continued, “To become more efficient with CPA, brands should focus on the low-hanging fruit of the buyer journey, including reaching cart-abandoners, retargeting past purchasers, and refueling retargeting pools. Tag all events. Orders are the main KPI, but the other steps on the way to purchase also have analytical value.

Cost per Acquisition 108

Cost per Acquisition Top of Funnel Cost CPA 108

Inbox Insight

MARCH 7, 2023

Predictive analytics – using historical data, machine learning and statistical algorithms to predict the likelihood of future scenarios occurring, to assess what will happen in the future. Propensity modelling – a statistical method to predict the chances of specific events happening again.

Demand Generation Agencies 98

Demand Generation Agencies Demand Generation B2B Sales Top of Funnel 98

PureB2B

MAY 30, 2022

‍ Capture interest during the buyer journey. Most B2B buyers are already 57% of the way through the buying cycle by the time they reach out to a company for more information. How is buyer intent data collected? ‍ ‍ How engaged are your buyers? Common web tracking applications: Google Analytics.

Buyer Intent 118

Buyer Intent Intent Data Intent Work Management 118

Aberdeen

DECEMBER 17, 2019

They are both used to uncover buyer purchase intent and to analyze the right signals when it comes to buyer needs, but how they do so is very different. AI Predictive Analytics. Predictive analytics (AI) uses data mining techniques, statistics, modeling, and machine learning to make predictions about unknown, future events.

Marketing AI 69

Marketing AI Intent Data Intent Purchase Intent 69

Marketing Insider Group

NOVEMBER 23, 2023

That is determined by researching your ideal customers and their buyer journey. This is where you should hear about social media strategies (linked to the buyer persona’s habits and usage), marketing automation workflows, email newsletters, guest posting, speaking events, etc.

Content Marketing 213

Content Marketing Work Management Paid Search Agency Marketing Management 213

Hinge Marketing

MARCH 27, 2019

The past three days had been a whirlwind — from being stuck at Dulles airport for 12 hours on Tuesday and missing the entire first day of the event (thanks, Delta), to absorbing a multitude of valuable perspectives and thinking about how they apply to our business. I thought to myself, did she really want to attend the event?

Work Management 62

Work Management Marketing Management Service Buyer's Journey 62

Albacross

NOVEMBER 4, 2021

With the ease of COVID-19, people are starting to work back in the office and more off-line sales activities are coming back – events, fairs, and face-to-face sales meetings. Does this mean that buyers will decrease their online research when comparing different providers? 68% of B2B buyers prefer to research online independently.

Intent Data 52

Intent Data Ideal Customer Profiles Intent Buyer's Journey 52

Adobe Experience Cloud Blog

MARCH 19, 2018

If not, you can identify the business case as the potential to reach ( organic search traffic ), engage (social shares), and convert (subscribers and leads ) buyers you would have never reached if you hadn’t done content marketing. Then you can quantify the opportunity in the size of that audience you are NOT reaching.

Cost Per Click 134

Cost Per Click Lead Ranking Content Marketing Budget Programs 134