Adobe Experience Cloud Blog

JANUARY 30, 2019

B2B marketers are in a pickle when it comes to data. Yet the marketer’s trust in data has plunged to a new low that’s putting a damper on strategic marketing initiatives, according to Dun & Bradstreet’s (D&B) recently released Sixth Annual B2B Marketing Data Report. Instead of creating opportunity it’s creating chaos.”.

Account Based Marketing 134

Account Based Marketing Marketing Automation Services Work Management B2B 134

Adobe Experience Cloud Blog

JULY 17, 2018

Jokes aside, have you given much thought to how your customers can actually contribute to helping you grow your customer base? Peer-to-peer marketing is not only a viable channel you should be exploring, but it’s also one that has seen great success in both B2B and B2C marketing. 1) Customer Case Studies.

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Peer-to-peer B2B Thought Leadership Thought Leadership Case Studies 109

Adobe Experience Cloud Blog

DECEMBER 15, 2017

Internal experiments—even if they’re small in scale—that can produce outcomes to share with leadership. What it means is that it’s important to come with plenty of evidence, bring leadership along in your thinking, and stand your ground with data as you advocate for the right way of engaging customers. That’s not a bad thing.

B2B Thought Leadership 134

B2B Thought Leadership Thought Leadership Marketo CMO 134

Adobe Experience Cloud Blog

JULY 20, 2009

The next interview in the B2B Marketing thought leader interview series is with John Watton, VP Marketing at ShipServ , the leading e-marketplace for maritime shipping (and also a Marketo customer). But as boring as it sounds, I went back to basic marketing principles and thought seriously about where our audience 'hangs out'.

B2B Thought Leadership 48

B2B Thought Leadership Thought Leadership B2B Marketing Enterprise Management 48

Metadata

FEBRUARY 24, 2021

The momentum and uptick in company growth can be attributed to sophisticated B2B marketers embracing growth-focused demand generation technologies, and autonomous marketing operations as a vehicle for scale. Metadata saw over 100% increase in the number of customers and improved net retention by 3x. return on ad spend. “We for 2020 by Inc.

Demand Generation 102

Demand Generation Marketing Analytics Tools Demand Paid Search Agency 102

Adobe Experience Cloud Blog

JANUARY 29, 2015

For the past three months, Marketo and the Economist Intelligence Unit have teamed up to uncover exactly what is on the minds of the marketers around the world, and where they think marketing is going. Marketers believe they will no longer be viewed as a cost center in three to five years—rather they will be seen as a source of revenue.

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Marketo B2B Thought Leadership Thought Leadership Paid Search Agency 48

Adobe Experience Cloud Blog

JULY 22, 2021

Sure, they were from some company I’d never heard of, only had 2 customer reviews and were a fraction of the cost of name-brand competitors. Sometimes not investing in the right tools can cost you a lot more in the end. Namely, B2B advertising leader LinkedIn and the #1 B2B marketing attribution application, Bizible.

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Linkedin Paid Search Agency Sales Management ROI 80

Adobe Experience Cloud Blog

AUGUST 26, 2019

To do this successfully, we need to think about what occupies each of these stakeholders’ thoughts, what they want to hear, and what we can offer them in pursuit of their own goals. What Are You Trying To Prove With B2B Marketing? Reducing cost per lead. The post Do You Speak B2B Marketing?

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Top of Funnel B2B Marketing B2B B2B Thought Leadership 132

Adobe Experience Cloud Blog

AUGUST 11, 2017

Content curation provides a direct path to thought leadership for brands and individuals. A target audience of marketers may be too broad, while B2B marketers in life sciences doing ABM may be too narrow. B2B marketers doing ABM may be just right. COST: Free with paid plans available. COST: Free.

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Curation Tools B2B Thought Leadership Thought Leadership 134

Adobe Experience Cloud Blog

JUNE 21, 2016

Now, let’s explore how to measure the ROI of B2B social campaigns with multi-touch attribution: 1. If you’re using Marketo, you’ll need to configure an easy, out-of-the box integration with your CRM and SRP. In the meantime, you will want to track the program costs simultaneously as part of campaign creation.

Multi-Touch Attribution 101

Multi-Touch Attribution ROI Top of Funnel Social Marketing 101

NuSpark Consulting

AUGUST 23, 2018

While the marketing gurus tell you content is a must-have gizmo in the B2B marketer’s tool belt, sometimes the return on investment (ROI) feels a little squishy. Goals for this tactic range from building a reputation for thought leadership to increasing traffic through search engine optimization. Or is it just busy work?

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Lead Ranking Lead Scoring B2B Thought Leadership Marketing Qualified Leads 100

Adobe Experience Cloud Blog

OCTOBER 28, 2019

Marketing ROI now needs to be thought of right from the outset, and in a closed-loop fashion. In fact, according to Forrester Analyst Tina Moffett, B2B companies are seeing an average rise of 15–18% in revenue as a result of optimizing their marketing programs based on this more sophisticated approach to analysis. Cost per action.

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ROI B2B Thought Leadership Cost per Acquisition Forecasting 106

Adobe Experience Cloud Blog

DECEMBER 20, 2018

Owners must keep up with demand while managing depleted budgets, employees’ holiday vacation time, and the ever-increasing costs to keep up with it all. Black Friday, named for the day when retailers move out of the red and into the black, promotes spending across the board, from gift shops to restaurants and B2B to B2C organizations.

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Paid Search Agency B2B Thought Leadership Top of Funnel Advertising Agencies 134

Adobe Experience Cloud Blog

OCTOBER 5, 2016

When it comes to demand generation, even the most seasoned B2B marketers have fallen into this trap and sabotaged their success without knowing it. cost per click, cost per acquisition, etc.), In other words, you’re only considering marketing techniques that have worked on you and those in your immediate circle.

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Demand Generation Agencies Demand Generation Cost per Acquisition Top of Funnel 134

BOP Design

JUNE 13, 2019

Is the goal of your B2B content marketing strategy to attract high-quality traffic to your website, to nurture existing prospects through to the final sale, to retain your existing clients, to generate qualified leads, or to increase the revenue of your existing client relationships? Case studies for B2B buyers can be either ungated or gated.

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B2B Marketing Examples B2B Thought Leadership Content Marketing 75

Adobe Experience Cloud Blog

NOVEMBER 7, 2016

I spent the next three hours pulling what I thought were weeds. Those plants cost hundreds of dollars!” If a writer produces a beautifully written thought leadership piece, but your goal was to generate leads for a webinar, can you blame them for missing the mark if you never communicated your goals? Easy enough, right?

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Guidelines Peer-to-peer B2B Thought Leadership Thought Leadership 134

Adobe Experience Cloud Blog

MAY 30, 2017

I recently had the pleasure of attending one of the biggest marketing conferences of the year— Marketo’s Marketing Nation Summit. A gathering of hundreds of marketing executives, partners, and thought leaders from around the world came together to learn about the latest marketing trends and strategies in the new “Engagement Economy”.

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Webinar Metrics Ad Building B2B Thought Leadership Peer-to-peer 133

Adobe Experience Cloud Blog

JUNE 5, 2019

Marketing is rapidly transforming—from a cost center that supports sales and organizes activities to a revenue generator that sources and contributes to revenue. Predictability metrics include cost figures (cost per lead, cost per 1,000 impressions), and lead lifecycle time frame (i.e., ROI measures.

Demand Generation 134

Demand Generation Multi-Touch Attribution Demand Relevance 134

Adobe Experience Cloud Blog

DECEMBER 1, 2014

At Marketo, our infographics serve 2 main purposes—1) we use them to entertain our audience, get social shares, and get hits on large publications such as Mashable and Inc. I’ve put together the top 5 infographic pitfalls you should avoid at all costs: 1. Content Marketing b2b Consumer' Not Using Reputable Data Sources.

Cost 48

Cost B2B Thought Leadership Stats Marketo 48

Adobe Experience Cloud Blog

JULY 5, 2016

Historically in B2B demand generation, more has been better too. At Marketo, a lead has to meet three criteria to become a lead: right demographics, right behavior, and right account profile. Author: Heidi Bullock Often in life, more can be wonderful. For example, I like more tacos. If possible, I would like seven, not two. More leads?

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Demand Generation Agencies Demand Generation Demand Lead Ranking 91

Adobe Experience Cloud Blog

FEBRUARY 5, 2015

But let me give you a few of my highlights: Over 80% of all marketers say that their organizations will need to undergo dramatic changes in order to keep up with increased technical and consumer demands 68% of marketers feel they are viewed as a cost center today; however that is going to shift dramatically.

Marketo 48

Marketo Customer Surveys B2B Thought Leadership Thought Leadership 48

Adobe Experience Cloud Blog

OCTOBER 14, 2014

So what’s the real cost of sending bad email? Sending an email costs fractions of a penny while developing and implementing behavioral personalization is much more pricey — right? Sending an email costs fractions of a penny while developing and implementing behavioral personalization is much more pricey — right?

Cost 48

Cost B2B Thought Leadership Bandwidth Acquisitions 48

Adobe Experience Cloud Blog

FEBRUARY 22, 2017

In fact, many decisions for both B2B and B2C products are made long before interacting with a human being. Applying this concept to B2B marketing is just as important as consumer marketing for major purchases. Moving forward, it will no longer be sustainable to create and monitor interactions within disparate platforms.

Multi-Touch Attribution 132

Multi-Touch Attribution Automation Multi-Channel Marketing Management 132

Adobe Experience Cloud Blog

SEPTEMBER 5, 2013

This is very exciting news for B2B marketing professionals and any marketer with a complex sales cycle, especially since the offline conversion data will be incorporated into existing AdWords conversion data. Marketo Integration. Why This Matters. Now, however, companies can measure and optimize for true qualified lead generation.

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Adwords Marketo Optimization Conversion 48

Adobe Experience Cloud Blog

FEBRUARY 26, 2015

A total of 68% of SMB marketers believe business owners currently view marketing as a cost center. Engagement Marketing Infographic b2b Consumer' While the traditional creative function will remain critical, SMB marketers see strategist, technologist and analyst roles as increasingly important. Perception of marketing is changing.

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SMB Cost Enterprise Management Resource Management 48

Adobe Experience Cloud Blog

AUGUST 30, 2016

All of the thought-provoking sessions, tips and tricks to bring back to the office, friends and colleagues in your industry, and, of course, a bunch of sweet prizes to win. Unfortunately, this all comes at cost–both in time and money. Thought Leader Conference Sessions. Are you a B2B marketer looking to generate some demand?

B2B Thought Leadership 91

B2B Thought Leadership Thought Leadership Marketo Trade Show 91

Adobe Experience Cloud Blog

MARCH 22, 2017

Buzzwords become dated terms as time passes, but it’s just the tip of the iceberg for ABM as more B2B marketers than ever are realizing its significant impact and value. But account-based marketing is not to be ignored and it’s not just another buzzword. Why Is Account-Based Marketing Gaining Traction?

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Account Based Marketing Work Management Planning Marketing Management 128

Adobe Experience Cloud Blog

MAY 3, 2019

However, there are challenges involved such as hiring a local workforce, initial investment costs, office costs, and so on. Nothing demonstrates a brand’s desire to truly put its customers and—for B2B businesses—put its customers’ customer first, then providing a website and local content in the language of the market you are in.

Marketing Management 133

Marketing Management Business B2B Thought Leadership Advertising Agencies 133

Adobe Experience Cloud Blog

MARCH 30, 2018

Studies have shown that attracting a new customer costs five times as much as keeping an existing one. We have seen a trend that more and more companies are setting up customer success operations teams especially in the B2B arena and SaaS industry. Customer experience shouldn’t stop at the sale.

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WOMM Peer-to-peer Word of Mouth Paid Search Agency 134

Adobe Experience Cloud Blog

APRIL 10, 2017

B2B organizations, large and small, partner with other companies to enhance their brand, extend their sales footprint, and grow their customer base. At Marketo, the LaunchPoint ecosystem was developed to provide a comprehensive solution for our customers and to be an additional lead generation source. Structuring Your Program.

Budget Programs 107

Budget Programs Advertising Agencies Work Management Marketing Management 107

ClearVoice

NOVEMBER 2, 2018

MarketingProfs B2B Forum. Cost: $1,095 – $2,095. Description: Many of the conferences available spread their focus so that it applies to both B2B and B2C marketers, but MarketingProfs B2B Forum is one of the few that provides the kind of focus that allows B2B marketers to get a finely tuned experience specifically for them.

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Conference Advertising Agencies Demand Generation Agencies Enterprise Management 107

LEADership

MAY 27, 2014

Part of this challenge is the common perception that Marketing is a cost-centre rather than a revenue source, particularly for a B2B company. In our continuing series, “CMO Spotlight”, let’s look at these useful, practical tips and advice from Jon Miller, the VP of Product Marketing, Strategy and Content Marketing at Marketo.

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CMO Marketo B2B Marketing B2B Thought Leadership 40

Adobe Experience Cloud Blog

MAY 24, 2019

Historically the realm of B2C marketers, Facebook also provides plenty of opportunities for B2B marketers. LinkedIn is where the pros go, so it’s long been the gold standard for B2B marketers. You must be able to track how much revenue you’ve generated with your paid ads against how much it costs to run your campaign.

Social Media 134

Social Media Advertisements Advertising Marketing Automation Services 134

Adobe Experience Cloud Blog

JUNE 23, 2016

If you’re a B2B organization, your company likely markets to large enterprise customers with large budgets differently than more price-conscious small-to-medium businesses (SMBs) whose needs may be different. Picture a campaign budget of $100,000. Ideally, you’ll know just how much more you can pay.

Segmentation 92

Segmentation Ideal Customer Profiles Best Practices Allocation 92

Adobe Experience Cloud Blog

AUGUST 27, 2008

B2B marketing professionals in today's economy are always looking for new ways to do more with less and still gain a competitive advantage within the marketplace. First up in our B2B Marketing interview series is Tom Pick of WebMarketCentral. You've been a B2B marketer since 1992. and StumbeUpon for B2B marketing in early 2007.

B2B Thought Leadership 48

B2B Thought Leadership Thought Leadership Enterprise Management Work Management 48

Adobe Experience Cloud Blog

OCTOBER 24, 2018

And with B2B data decaying at such a rapid rate—about 70% annually —for many businesses, even employing every strategy doesn’t quite cut it. ZoomInfo research has found that as many as 40% of business objectives fail due to bad data, costing US businesses more than $611 billion annually. There’s no perfect process.

Marketing Management 128

Marketing Management CAN-SPAM B2B Thought Leadership Zoominfo 128

DiscoverOrg

MARCH 25, 2019

But as B2B marketers and salespeople, it makes our job harder. This evolution means that accurate location data is more critical than ever for B2B marketing – particularly in these circumstances: Direct mail for marketing campaigns. Shout out to our great co-hosts, Gong and Marketo !). Dreamforce Exhibitors/Speakers, 2.)

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Outreach Planning Multi-Channel Sales Qualified Leads 136