Adobe Experience Cloud Blog

JANUARY 22, 2020

In most B2B organizations, marketing focuses on facilitating a successful hand-off to sales. In the middle of the funnel, marketing aims to help the sales team prioritize their time by providing clear and accurate information on each lead. Here’s an example of this with dummy data: Example data of lead scoring model by channel.

Top of Funnel 160

Top of Funnel Lead Ranking Sales Qualified Leads Marketing Qualified Leads 160

Adobe Experience Cloud Blog

APRIL 1, 2015

However, the system breaks when the purchase is made offline–like when a buyer works directly with a salesperson who takes the order (a typical use case for B2B purchases). In other words, if one of these prospects connects with a sales rep, and ultimately ends up purchasing, Marketo feeds that conversion back to Google AdWords.

Marketo 48

Marketo ROI Adwords Google 48

Adobe Experience Cloud Blog

APRIL 11, 2017

Since we adopted Marketo in 2015, we’ve been nurturing our leads with weekly emails that provide educational content. At this time, there are a handful of companies in the B2B space (known as third-party intent data providers ) that can provide you with data on what your prospects are learning and talking about online.

Intent Data 129

Intent Data Intent Email Marketing Social Marketing 129

Adobe Experience Cloud Blog

FEBRUARY 17, 2015

But today, Marketo and Facebook have started to make this goal a reality for social advertising channels. The first integration between Marketo and Facebook Custom Audiences empowers marketers to better target “known” customers on Facebook with relevant information. I’d love to hear your thoughts in the comments below.

Marketo 48

Marketo Work Management Facebook Marketing Management 48

Adobe Experience Cloud Blog

MARCH 8, 2017

So why has account-based marketing only recently gained widespread popularity and practice among B2B businesses? In fact, our SMB marketing team at Marketo has seen great results with this account-centric strategy. According to data from the Marketo ABM Benchmark Survey, 33% of B2B SMBs are already conducting ABM.

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Account Based Marketing ABM Sales Qualified Leads SMB 131

Adobe Experience Cloud Blog

NOVEMBER 7, 2016

I spent the next three hours pulling what I thought were weeds. 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? Demographic Information: Age, Gender, Income, etc.

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

Adobe Experience Cloud Blog

MAY 4, 2017

Artificial Intelligence (AI) in the realm of B2B marketing may not be as sexy (or terrifying) as some of the more commercial and (so far) fictional applications of AI—but, here are three reasons why it is exciting for marketers : You Can Start Using It Right Now. AI is Being Rapidly Adopted—So Don’t Get Left Behind.

Marketing AI 134

Marketing AI B2B Thought Leadership Gartner Thought Leadership 134

Content4Demand

AUGUST 17, 2021

Jon Miller, Chief Marketing and Product Officer at Demandbase , offers a helpful vision into the future value of intent data and practical advice for B2B marketers eager to get started now. He expects intent data to play a vital role in the future of B2B content. There’s vast opportunity for B2B brands to use intent data.

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Intent Data Intent Buy B2B Thought Leadership 98

Adobe Experience Cloud Blog

FEBRUARY 22, 2017

A great example of this is the decline of ‘batch-and-blast’ mailers and emails. Today’s buyers are highly informed and much farther along in the decision-making process before they ever reach out to your brand. In fact, many decisions for both B2B and B2C products are made long before interacting with a human being.

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Multi-Touch Attribution Automation Multi-Channel Marketing Management 132

Adobe Experience Cloud Blog

JANUARY 23, 2019

I don’t have to tell you that email marketing is an incredibly powerful B2B tool. More than half of B2B marketers consider email the most effective channel for generating revenue. For a closer look at what information you learn from a typical Out-Of-Office reply, check out this post. Closing The Loop On Email Marketing.

B2B Thought Leadership 134

B2B Thought Leadership Marketo Contact Marketing Thought Leadership 134

Adobe Experience Cloud Blog

JANUARY 25, 2012

With our latest Facebook campaign, we are doing just that; tying leads generated by Facebook directly into our revenue pipeline via Marketo. We developed a custom Facebook application that generates a special offer and is powered by a Marketo form. We are then using this information to score campaign members. How did we do it?

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Lead Ranking Marketing Qualified Leads Marketo Lead Scoring 48

Metadata

FEBRUARY 21, 2023

Welcome to our “Ask Me Anything” blog recap, where we pull together the best insights and advice from the best (and brightest) minds in B2B marketing. Her impressive resume shows previous lives taking on senior leadership roles at SalesLoft (CMO), Adobe, Marketo, Demandbase and Alyce.

Communities 52

Communities Demand B2B Thought Leadership Peer-to-peer 52

Adobe Experience Cloud Blog

AUGUST 20, 2018

For example, if you run a service-based consultancy that deals with providing services to other businesses, then LinkedIn would be the best platform to engage your customers. To do so, you build a following within a Facebook group and establish yourself as a thought leader in your industry. For B2B: LinkedIn.

Sales Management 116

Sales Management Social Media Advertising Channels Top of Funnel 116

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. Here are four examples of how this can work: Demographic scoring to qualify leads.

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Adwords Marketo Optimization Conversion 48

Adobe Experience Cloud Blog

OCTOBER 12, 2017

Here’s a nice example from Ghurka: In this email, Ghurka references the shopper by name in the headline, creates urgency in one paragraph of brand-appropriate copy, and uses a strong call to action. In the Nordstrom example below, you’ll see an example of cart items being incorporated. Tips for B2B.

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Cross-Selling Privacy Policies B2B Thought Leadership Open Rate 174

Adobe Experience Cloud Blog

SEPTEMBER 22, 2017

Start with an audit—dust off your sales playbook, review your sales process, and get feedback from sales leadership. With information from your audit, you’re now ready to visualize your playbook. Ask your top reps to send you examples of their most successful emails. Here is an example taxonomy: Outbound—B2B.

Work Management 134

Work Management Marketing Management Practices B2B Thought Leadership 134

Adobe Experience Cloud Blog

FEBRUARY 23, 2017

Look for insights that answer the following questions: Are users looking for information or products? If the results for your keyword searches are mostly definitions of the term or industry “how to” articles, that means the target audience is looking for information. Where does this information fall in the buyer’s journey?

Account Based Marketing 131

Account Based Marketing SEO Top of Funnel Marketing Management 131

Adobe Experience Cloud Blog

JUNE 13, 2017

Using rich data is commonplace in the B2B world. B2B marketers have the art of prospecting down to a science. Although the B2C world is different, in some ways there’s a lot to be learned from the way B2B marketers manage their audiences, personalize their customer experiences, and use data to drive strategy. New Data Economy.

Marketing Automation Services 126

Marketing Automation Services Lead Ranking Account Based Marketing Marketing Management 126

Adobe Experience Cloud Blog

JULY 22, 2021

Namely, B2B advertising leader LinkedIn and the #1 B2B marketing attribution application, Bizible. LinkedIn Ads have proven to be a powerful tool for B2B marketers. Measuring B2B Marketing Performance. Bizible is also a great example of “You get what you pay for”. The evidence suggests they do. In short, your CRM.

Linkedin 80

Linkedin Paid Search Agency Sales Management ROI 80

Kabbage

NOVEMBER 9, 2016

Source : B2B Content Marketing – 2017 Benchmarks, Budgets, and Trends Report. B2B Marketing Blogs. What do they talk about: Variety of B2B topics ranging from demand generation, content marketing, SEO, social media, etc. Why should I read it: If there’s one thing Marketo does really well, it’s content.

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Advertising Agencies Demand Generation Agencies Account Based Marketing Paid Search Agency 226

Adobe Experience Cloud Blog

APRIL 6, 2018

It rarely fits neatly into spreadsheets, it generally defies quantification, it isn’t easily tied back to top-line metrics, and thus isn’t talked about enough in B2B. An example of a fully word-of-mouth optimized story comes from a speakeasy bar in New York City called Please Don’t Tell or PDT. And the kicker?

Promotion 134

Promotion Word of Mouth Product Work Management 134

Adobe Experience Cloud Blog

JULY 12, 2017

We are now squarely in the Engagement Economy where we all need to meet our customers wherever they are with information they care about. Many of the product managers at Marketo spend a certain portion of their week in the Marketing Nation Community looking at the questions and issues our customers raise and how they respond to their peers.

Communities 134

Communities Best Practices Peer-to-peer Marketo 134

Adobe Experience Cloud Blog

AUGUST 31, 2017

Twitter continues to be a place that people go in order to find out brand information, so it is critical that you are building the right community for your brand and follower base. Why is engagement on Twitter so important for B2B marketers? Does it differ for B2B vs. B2C? Final Thoughts.

Communities 134

Communities Twitter Ad Building B2B Thought Leadership 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. For example, you may have a positive bias towards something like paid search and believe that it’s the most effective way to drive demand. but also all throughout the funnel.

Demand Generation Agencies 134

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

KoMarketing Associates

JUNE 2, 2016

A few weeks ago, we covered the “ 2016 State of B2B Digital Marketing ” report from Ascend2 and Marketo. Even though the most significant barrier to B2B digital marketing success relates to inadequate marketing budget, 84 percent of B2B marketers still believe their strategies are successful. Email, the website, and SEO.

Social Media 120

Social Media Budget Programs Media B2B 120

Kabbage

NOVEMBER 9, 2016

Source : B2B Content Marketing – 2017 Benchmarks, Budgets, and Trends Report. B2B Marketing Blogs. What do they talk about: Variety of B2B topics ranging from demand generation, content marketing, SEO, social media, etc. Why should I read it: If there’s one thing Marketo does really well, it’s content.

Demand Generation Agencies 188

Demand Generation Agencies Advertising Agencies Paid Search Agency Account Based Marketing 188

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. With today’s B2B buying decisions now taking an average of seven people according to Gartner , every new contact you add gets you closer to sealing the deal. Enrich Existing Records.

Marketing Management 128

Marketing Management CAN-SPAM B2B Thought Leadership Zoominfo 128

Heinz Marketing

JULY 5, 2021

The show is less than 30 minutes, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. We do 20-ish minutes with some of the best and brightest minds in B2B sales and marketing. We cover a wide range of topics, with a focus on sales development and inside sales priorities.

B2B Thought Leadership 115

B2B Thought Leadership Training Thought Leadership Peer-to-peer 115

Adobe Experience Cloud Blog

JANUARY 3, 2017

With so much information out there, it can be hard to keep tabs on what to keep tabs on throughout the year. At Marketo, we get the opportunity to work with some of the brightest minds in our industry—both within and outside of our company—and our content team works hard to bring you their insights.

Marketing Automation Services 106

Marketing Automation Services Marketo B2B Thought Leadership Work Management 106

Adobe Experience Cloud Blog

JULY 21, 2017

If you’re keeping up with the latest B2B trends, you’ve probably heard or read the term “Account Based” recently. Many B2B organizations deal with a smaller lead pool and longer sales cycle, which means you’ve probably had to adjust your marketing campaigns accordingly. Your ABS Team. 1: VP of Sales.

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A/B testing Work Management Marketing Management B2B Thought Leadership 134

Adobe Experience Cloud Blog

OCTOBER 2, 2018

53% of B2B organizations are using marketing automation technology today, and 37% surveyed say they are planning to implement it, according to an eConsultancy report. Get Leadership Buy-in Earlier. It’s from these data lakes which intelligence will be gleaned, via AI, to inform marketing automation programs.

Marketing AI 134

Marketing AI Marketing Automation Services Marketing Automation Enterprise Management 134

SnapApp

SEPTEMBER 30, 2015

Here are 10 examples of brand quizzes that help users learn something new about themselves. O Magazine’s “ What Kind of Morning Person Are You ” gives readers valuable information about the best kind of routine to kick off their mornings based on their answers to thoughtful questions about their habits.

Personalization 48

Personalization Examples Content Marketing Planning 48

Adobe Experience Cloud Blog

JULY 13, 2018

As the amount of data available online continues to grow, so do advanced marketing strategies that businesses can adopt to harness and use all that valuable information. These are examples of how marketers are using data to understand their customers better and create individualized user experiences.

Marketing AI 113

Marketing AI Ideal Customer Profiles Trends Paid Search Agency 113

Adobe Experience Cloud Blog

APRIL 4, 2018

This is why it’s imperative for B2B tech marketers to shift their focus from buying journey funnels to full-on customer lifecycle management. For example, if you lose five customers this month, you’d need to acquire six new customers in the same month to create growth.

Marketing Funnels 134

Marketing Funnels Top of Funnel B2B Marketing Work Management 134

ANNUITAS

FEBRUARY 19, 2015

Also, as we close in on Spring event season, there’s a list of some of the best B2B marketing events to look for in 2015. Not only is it a great way to snag helpful information from sessions you couldn’t attend, but also to connect with like-minded marketers. 5) B2B Marketing Events to Watch in 2015. 1) If you go, be present.

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B2B Thought Leadership B2B Thought Leadership Salesforce.com 100

Adobe Experience Cloud Blog

APRIL 25, 2017

We kicked off the 2017 Marketing Nation Summit on Sunday with an amazing Fun Run, Marketo University training, and our annual customer and partner awards gala, The Revvies. The demand model many marketers operate with doesn’t account for the new way that buyers access information and how empowered they have become. What a start!

Paid Search Agency 113

Paid Search Agency Marketo Marketing Budget Planning 113

TrustRadius Marketing

OCTOBER 1, 2018

The B2B community has a wealth of information on digital marketing, SEO, modern sales techniques, and more. To access this information, we have put together a list of the top 14 blogs you should be following. These blogs offer plenty of useful content that can help you get started or advance your skills in your B2B company.

Paid Content 69

Paid Content Marketing Automation Services Work Management B2B Thought Leadership 69