Content Standard

DECEMBER 10, 2020

As physical marketing spend shifts to digital channels, brands are looking to sales enablement and demand generation. But there’s another, more subtle shift underway in the B2B world. During a recent visit to the Harvard Business Review, I used up my free allotment of articles. Eliminate jargon. Focus on readability.

Sales Management 126

Sales Management Top of Funnel Marketing & Strategy Banner Ads 126

Crimson Marketing

APRIL 23, 2015

Traditionally, B2B marketers have created buyer personas from customer hunches, not factual customer data. “As a result, a vast majority (83%) of B2B marketers say that their buyer personas are only ‘somewhat’ effective, according to a study from the ITSMA. Click To Tweet. Why is Data on Buying Intent the Key?

Buyer Personas 100

Buyer Personas B2B Marketing B2B Thought Leadership Planning 100

Kabbage

OCTOBER 18, 2016

At the time there wasn’t a term for these components, but in Gartner’s recent report on the Hype Cycle for Customer Analytic Applications and Forrester’s TechRadar on B2B Marketing Technologies, the banner of “Predictive Marketing” encapsulates these three use cases. Why CMOs Need Predictive. Predictive Delivers Valuable Data Insights.

Allocation 100

Allocation Budget Programs Marketing Automation Services Top of Funnel 100

Heinz Marketing

JANUARY 24, 2022

If you’re not already subscribed to Sales Pipeline Radio , or listening live every Thursday at 11:30 a.m The show is less than 30 minutes, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. Well, welcome everybody to another episode of the Sales Pipeline Radio.

B2B Thought Leadership 105

B2B Thought Leadership CMO B2B Sales Paid Search Agency 105

B2BMarketing.net

FEBRUARY 8, 2024

The subject of the interview was captured in the title, “From CMO to CEO: Journey to Destination.” Didier was the perfect interlocutor ; that rara avis whose previous roles included being CMO of other global, med-tech companies, he was uniquely poised to speak about the famously fraught relationship between the CMO and CEO functions.

Enterprise Management 52

Enterprise Management CMO Work Management Customer Satisfaction 52

The Marketing Blender

MARCH 15, 2021

Generating leads with B2B marketing strategies is not low effort. Here are the four B2B digital marketing strategies your business can’t go without during the pandemic and beyond: Segmented email marketing. You’re a business owner and, as it turns out, you’re human too—a consumer and a decision-maker.

Paid Content 126

Paid Content Lead Scoring Lead Ranking Marketing Strategy 126

LEADership

MARCH 10, 2015

“…We are all consumers at heart” – and that is the Highest Common Factor in B2B and B2C. We have been talking about the overlap between B2B and B2C marketing, the common challenges, the best practices that both types of companies can follow, etc. 5 Steps to Refine Your B2B Marketing Approach in a Digital World.

CMO 40

CMO Work Management Product Marketing Management 40

Convince & Convert

MARCH 4, 2016

According to Gartner, by 2017 the Chief Marketing Officer (CMO) will spend more on IT than the CIO. Only 44% of CMOs say, “I can measure ROI,” but this number has to increase if the CMO wants to increase their marketing budget. The CMO must have the right technologies to measure, test, and analyze their marketing efforts.

Budget Programs 106

Budget Programs ROI Marketing Automation Services Marketing Budget 106

Heinz Marketing

JUNE 7, 2021

If you’re not already subscribed to Sales Pipeline Radio , or listening live every Thursday at 11:30 a.m The show is less than 30 minutes, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. We talk to some of the best leaders in B2B sales and marketing every day.

Forrester 123

Forrester Top of Funnel B2B Thought Leadership Lead Ranking 123

ANNUITAS

MAY 12, 2015

The vibe was noticeably relaxed at last week’s B2BCamp Atlanta event: local sales and marketing superstars gathered at Tech Village, chatting about current obstacles and recent successes at the office. Nathan Remmes - VP of Marketing and Business Development at NanoLumens. Lisa Cramer - Vice President Sales and Marketing at InReality.

Lead Qualification 100

Lead Qualification Paid Search Agency Barriers B2B Sales 100

Heinz Marketing

MARCH 27, 2023

By Matt Heinz , President of Heinz Marketing If you’re not already subscribed to Sales Pipeline Radio or listening live every Thursday at 11:30 a.m The show is less than 30 minutes, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. He’s the CEO of 2X Marketing.

Demand Generation Agencies 88

Demand Generation Agencies Work Management Budget Programs Paid Search Agency 88

Mereo

DECEMBER 21, 2023

Although we are approaching a new year, many of 2023’s selling challenges will continue to impact your B2B organization’s 2024 performance. In 2023 we certainly saw some softness in B2B purchasing. One of the major AI challenges faced by sales and marketing teams was the issue of the quality.

Terms and Conditions 45

Terms and Conditions B2B Thought Leadership Marketing Management Peer-to-peer 45

KoMarketing Associates

APRIL 25, 2013

Lead generation is at the top of almost every B2B marketer’s responsibility list. Generate more leads, generate better leads, and improve the rate to which lead opportunities turn into closed wins for the sales teams. A marketing automation solution is one tool B2B marketers use for succeeding at these lead management challenges.

Search Engine Marketing 120

Search Engine Marketing Marketing Automation Services Search Marketing Marketing Automation 120

ATAK Interactive

AUGUST 20, 2019

A new CMO had been hired and he wasn’t really sure what to do with me yet. The CMO, we’ll call him Brad, thought that if I built the brand for the company a little bit deeper, maybe I would take ownership over what the company was doing. The Why, How, and What of how we conduct business. Visual Identity. Visual Identity.

Brand Identity 97

Brand Identity Branding B2B Thought Leadership Thought Leadership 97

PathFactory

JULY 6, 2022

“Any worthwhile CMO, CRO, or product marketer needs revenue intelligence to do their job and make decisions. Sounds simple enough, but many businesses make this mistake. Perceived barriers: What’s preventing the buyer from considering your solution? Make sure you’re audience-centric, not sales centric.”.

Top of Funnel 52

Top of Funnel Buyer's Journey B2B Buyer Personas 52

Content Standard

MARCH 21, 2022

Citrix offers an example of marketing personalization to inspire B2B personalization initiatives. As McKinsey notes, “The companies that overcome the barriers to personalization at scale are those that tackle both technology and business challenges in tandem, starting with the CMO and CTO/CIO working together closely.”

Planning 122

Planning Personalization Marketing & Strategy Multi-Touch Attribution 122

Oktopost

APRIL 18, 2022

It’s no wonder that savvy B2B marketers are taking advantage of this popular and portable format to create value-packed audio programs. B2B podcasts are a powerful form of outbound marketing. Jump to Best B2B Podcasts. What is a B2B Podcast? 4 Reasons to Include Podcasting in Your B2B Content Marketing Strategy.

B2B Marketing 62

B2B Marketing B2B Planning Best Practices 62

ATAK Interactive

AUGUST 20, 2019

A new CMO had been hired and he wasn’t really sure what to do with me yet. The CMO, we’ll call him Brad, thought that if I built the brand for the company a little bit deeper, maybe I would take ownership over what the company was doing. The Why, How, and What of how we conduct business. Visual Identity. Visual Identity.

Brand Identity 78

Brand Identity Branding B2B Thought Leadership Thought Leadership 78

Markempa

JUNE 5, 2019

We’re all familiar with the divide between sales and marketing. That’s why I interviewed Heidi Melin ( @heidimelin ), CMO at Workfront on how to get sales and marketing operating as one team. I’m a career CMO. So, I have recently in the last year joined Workfront and I am the CMO at Workfront.

Paid Search Agency 107

Paid Search Agency Sales Qualified Leads B2B Thought Leadership Digital Transformation 107

Biznology

JANUARY 14, 2013

The average tenure of a CMO has increased from 23.6 Perhaps, companies are finally appreciating the business impact a CMO has. Here are 21 stats that show most CMOs leap before they look at ROI. 71% see potential for Big Data to have a large impact on sales; only 16% have Big Data strategies for sales.

Stats 80

Stats ROI CMO Forrester 80

Marketri

MAY 22, 2024

If you follow the marketing industry news, you might conclude that the Chief Marketing Officer (CMO) role is now extinct. After all, heavy-hitter organizations including UPS , Starbucks , and Coca-Cola have made headlines by eliminating the CMO position over the past couple of years. Does that mean CMOs are no longer of value?

CMO 62

CMO Top of Funnel Enterprise Management Work Management 62

Directive Agency

APRIL 25, 2019

In today’s changing media landscape, it can be challenging for B2B marketers to keep up with cutting-edge opportunities and various technologies emerging daily. Also, it’s difficult to find accurate and fresh content in the B2B space. Why Should B2B Marketers Care? Why Should B2B Marketers Care? Martin Swant.

B2B Marketing 101

B2B Marketing Trends Paid Search Agency Advertising Agencies 101

ANNUITAS

MARCH 11, 2014

Last week we discussed the aftermath of Gartner’s prediction that the CMO will spend more on technology than IT by the year 2017. Should the marketing technology stack be led across the business? 13% of CMOs said their relationship with the CIO is “at the right level”. 41% of CMOs say they need more collaboration with the CIO.

Work Management 100

Work Management Marketing Management CMS Development Planning 100

Envy

MARCH 25, 2019

B2B tech marketing especially is seen as a fast-paced, ever-changing field where you have to keep up or get left behind. A recent survey conducted by Korn Ferry on 1000 leading US companies concluded that the average age of a CMO in the tech industry is 53. The sales-marketing divide. Knowing your ecosystems.

B2B Marketing 101

B2B Marketing Planning Trade Show B2B 101

ATAK Interactive

AUGUST 20, 2019

A new CMO had been hired and he wasn’t really sure what to do with me yet. The CMO, we’ll call him Brad, thought that if I built the brand for the company a little bit deeper, maybe I would take ownership over what the company was doing. The Why, How, and What of how we conduct business. Visual Identity. Visual Identity.

Brand Identity 60

Brand Identity Branding B2B Thought Leadership Thought Leadership 60

PureB2B

FEBRUARY 15, 2017

Lead nurturing is a vital part of B2B marketing because it‘s a key strategy in driving prospective customers towards a purchase decision. These are effective instruments for delivering the right message at the right time to qualified leads, making it easier to drive leads through your sales funnel.

Top of Funnel 88

Top of Funnel Sales Qualified Leads Marketing Qualified Leads Lead Ranking 88

Aberdeen

JUNE 20, 2018

Of the nineteen business intelligence (BI) companies evaluated in our 4 th annual assessment of positioning in the BI space, more than half (11) build positioning around the notion of “insights.”. Scale their business through software and insight, not people. Lack of differentiation could be stalling some BI sales.

Positioning 40

Positioning Enterprise Management Marketing Management Forrester 40

Aberdeen

JULY 27, 2017

When it comes to sharing company information, however, they report a variety of barriers. Luckily, we as marketers can help overcome many of these barriers with better content prompts and training. In 2012 she founded The Marketing Advisory Network to help savvy business leaders unleash the possible within their enterprises.

Word of Mouth 65

Word of Mouth Enterprise Management Barriers Work Management 65

Leadspace

SEPTEMBER 9, 2016

Even if we don’t win every deal, we still benefit whenever a new company learns the value of predictive analytics for B2B lead generation. In fact, the biggest barrier to ABM entry may well be confusion about where to start. The most successful ABM use case for B2B marketing. Leadspace is one of them.).

Account Based Marketing 59

Account Based Marketing ABM Class Barriers 59

VisumCX

MAY 23, 2017

Technology Is Not A Strategy I was speaking recently to a CMO who told me, “I have no desire to adopt another technology as my team has a tendency to look at the latest technology as the cure to all of our problems.”He This despite the many options with content marketing management and marketing automation technologies. With up to 6.8

Work Management 40

Work Management Marketing Management Marketing Automation Services Lead Ranking 40

Directive Agency

APRIL 25, 2019

In today’s changing media landscape, it can be challenging for B2B marketers to keep up with cutting-edge opportunities and various technologies emerging daily. Also, it’s difficult to find accurate and fresh content in the B2B space. Why Should B2B Marketers Care? Why Should B2B Marketers Care? Martin Swant.

Trends 40

Trends Paid Search Agency Advertising Agencies Planning 40

Oktopost

APRIL 20, 2022

Paige Lewin, Head of UK Strategy of Netcore Cloud on perfecting marketing and sales culture. Watch the recording: Want to hear more from renowned B2B marketing leaders? Aligning the CRO, CMO, and CEO. According to Lewin, these three roles form the three pillars of an incredibly powerful business foundation. Her secret?

Transparency 12

Transparency Barriers Click Rate B2B Sales 12

Content Standard

OCTOBER 10, 2017

Ever since Bill Gates proclaimed that content is king way back in 1996, marketers have been trying to figure out the best ways to present compelling, engaging content in a way that also helps drive leads and close sales. It’s estimated that as much as 80% of B2B content marketing assets are gated. Why Opt for Gated Content?

Top of Funnel 67

Top of Funnel Webinar Metrics Lead Ranking Sales Qualified Leads 67

Adobe Experience Cloud Blog

AUGUST 26, 2011

I’m always up for listening to a CEO talk about sales and marketing, so I listened to this the other day while packing up content for an upcoming trade show. Sales and Marketing: a Quick History. This is often a source of deep-seated frustration and misalignment between sales and marketing. dollars and cents).

Marketo 48

Marketo Lead Ranking Lead Scoring Paid Search Agency 48

PureB2B

FEBRUARY 15, 2017

Lead nurturing is a vital part of B2B marketing because it‘s a key strategy in driving prospective customers towards a purchase decision. These are effective instruments for delivering the right message at the right time to qualified leads, making it easier to drive leads through your sales funnel.

Top of Funnel 62

Top of Funnel Sales Qualified Leads Marketing Qualified Leads Lead Ranking 62

Adobe Experience Cloud Blog

SEPTEMBER 1, 2010

Marketo’s CEO, Phil Fernandez, was one of the inaugural speakers for SLMA Radio, the Sales Lead Management Association’s (SLMA’s) weekly show bringing you the voice of industry leaders. You don’t learn some of these metrics in business school, so being able to talk with authority can be quite difficult. And he does.

Lead Ranking 48

Lead Ranking Lead Scoring Marketo Paid Search Agency 48

Heinz Marketing

FEBRUARY 26, 2018

We loving sharing Sales Pipeline Radio with you (live every Thursday at 11:30 pst). We cover a wide range of topics, with a focus on sales development and inside sales priorities heading into and throughout the year. Thank you so much everyone for joining us on another episode of Sales Pipeline Radio.

Top of Funnel 48

Top of Funnel Eloqua Peer-to-peer Budget Programs 48