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. Fine-tune your data collection process.

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Adobe Experience Cloud Blog

MAY 3, 2018

In my role at Marketo, I head up strategy and alliances, which gives me insights to all the partnerships we have across the organization, spanning technology, analytics, and consultant partners, as well as those within our Accelerate and LaunchPoint programs. It serves as a hub for all your information. Our partnerships should be too.

Marketing & Strategy 134

Marketing & Strategy Marketo B2B Thought Leadership Advertising Agencies 134

Adobe Experience Cloud Blog

MARCH 8, 2017

So why has account-based marketing only recently gained widespread popularity and practice among B2B businesses? In the past, ABM was a fairly tedious, manual, and sales-driven process. In fact, our SMB marketing team at Marketo has seen great results with this account-centric strategy. SMBs Stand to Make Huge Strides with ABM.

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Ambal's Amusings

APRIL 14, 2010

Why should marketers develop your subject matter experts as key industry influencers and thought leaders? " As buyers gather the information and insights they need online, the role of field sales will fall precipitously " Steve Woods' Marketing Prediction for 2010. Marketing Automation and B2B Marketing Predictions for 2010.

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Buy Process B2B Thought Leadership Eloqua 100

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

Adobe Experience Cloud Blog

APRIL 29, 2019

They’re the unsung heroes of B2B marketing. The human brain is said to process visual information exponentially faster than text. The good news is there are a host of promising, nonintrusive ways to gather information about prospects. Landing pages. So, why stop with just one piece of content? Happy landings!

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Adobe Experience Cloud Blog

JANUARY 23, 2019

The data doesn’t get any fresher, or the process any easier, than mining emails to maintain the health of your database. 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. Left-The-Company.

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B2B Thought Leadership Marketo Contact Marketing Thought Leadership 134

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. Why focus on the middle of the funnel? Accelerate More Leads from Specific Segments.

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

Adobe Experience Cloud Blog

OCTOBER 17, 2017

That’s where marketers should look to tools to help inform their strategies for deeper engagement. For email marketers , tools like Marketo Email Insights is one way to gain insights into email performance. Sales Engagement tools, like Marketo ToutApp, help to bring these two teams together. Why is this critical?

Marketing AI 134

Marketing AI Marketo Advertising Agencies B2B Thought Leadership 134

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

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

Martech

JULY 28, 2021

As more B2B marketing teams adopt B2C strategies to engage and convert business customers, electronics giant Panasonic has found success in focusing on engaging customers where they are. What are your thoughts on in-person, virtual or hybrid events? We pushed that process and moved that to a much higher gear. In search of BETAs.

Marketing & Strategy 109

Marketing & Strategy B2B B2B Thought Leadership Trade Show 109

Adobe Experience Cloud Blog

SEPTEMBER 22, 2017

As marketers, we know the challenge of ensuring sales reps follow and use best practices processes, sales playbooks , and marketing content we painstakingly created. Sales Enablement: Align with sales enablement to incorporate your tool into the overall sales process. Engage Your Key Stakeholders.

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Work Management Marketing Management Practices B2B Thought Leadership 134

Adobe Experience Cloud Blog

APRIL 3, 2017

In fact, Sirius Decisions found that 92% of B2B marketers worldwide consider ABM “extremely” or “very” important to their overall marketing efforts. Struck with a sense of urgency, they move forward without thinking through how their strategy should inform their decisions. Align Sales and Marketing.

Account Based Marketing 128

Account Based Marketing B2B Thought Leadership ABM Thought Leadership 128

Adobe Experience Cloud Blog

FEBRUARY 22, 2017

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. Master Engagement Marketing . Simplify audience segmentation.

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Multi-Touch Attribution Automation Multi-Channel Marketing Management 132

Adobe Experience Cloud Blog

NOVEMBER 11, 2016

To help you along, we’ve compiled a list of 20 of the top content marketers in both B2B and B2C. B2B Content Masterminds. Her top advice : Consider information design, which affects how humans perceive the written word, to break through the noise of thousands of other messages competing for your buyers’ attention.

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B2B Marketing Top of Funnel Content Marketing B2B Thought Leadership 134

Adobe Experience Cloud Blog

OCTOBER 12, 2017

Tips for B2B. While this is true (certainly by percentages), B2B ecommerce and their requisite cart abandonment issues should not be overlooked. If you’re selling products to businesses, cart abandonment content and strategy might mirror that of the B2C processes we’ve identified above.

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Cross-Selling Privacy Policies B2B Thought Leadership Open Rate 174

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.

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Marketing Automation Services Lead Ranking Account Based Marketing Marketing Management 126

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. Invest in People and Processes. Furthermore, AI needs a team as well as a plan and process in place for it to succeed. Get Leadership Buy-in Earlier.

Marketing AI 134

Marketing AI Marketing Automation Services Marketing Automation Enterprise Management 134

Adobe Experience Cloud Blog

APRIL 6, 2018

It’s part of a process known as anthropomorphization where we assign personalities and people-like qualities to objects. 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. Software Attachment Theory .

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Promotion Word of Mouth Product Work Management 134

Adobe Experience Cloud Blog

JULY 6, 2018

According to research done by eMarketer , the highest priority of B2B marketers is increasing lead quality , while increasing volume only ranks in third regarding importance. There are several critical factors in this process: Copy. Collaborate to Fine Tune the Process. Create Ads Worth Clicking On. Gated Content.

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Sales Qualified Leads Lead Scoring Lead Ranking Generation 134

Adobe Experience Cloud Blog

JULY 12, 2017

In Steve Lucas’ preview of his book, Engage To Win , which will be available later this year, he talks about the three-step process to create and deliver the kind of engagement your audience expects—Listen, Learn, and Engage. A community is one of the many places your customers are. Meet them there and listen to what they’re saying.

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Communities Best Practices Peer-to-peer Marketo 134

Adobe Experience Cloud Blog

MAY 15, 2019

For many B2B companies, segmenting with parameters like title, industry, and role is the extent of their efforts. But they often find useful reports and information while scrolling through their social media feed before a meeting. But information changes quickly. Five tips for effective audience segmentation.

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Demand Generation Segmentation Demand Generation 134

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.

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

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. Your ABS Team.

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

Adobe Experience Cloud Blog

OCTOBER 24, 2018

There’s no perfect process. 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. Imagine scaling this process to impact your entire database. It’s a daunting task that never goes away. Enrich Existing Records.

Marketing Management 128

Marketing Management CAN-SPAM B2B Thought Leadership Zoominfo 128

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 the seasoned marketer, it could come by way of a long history of successes and failures that have shaped your decision-making process. cost per click, cost per acquisition, etc.),

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

KoMarketing Associates

MARCH 30, 2017

Before it’s possible for B2B marketers to implement successful social media tactics and tools, it is essential to understand what exactly social media is and how it supports your overarching business objectives. Like all online marketing strategies, social media presents a certain set of challenges, particularly for B2B marketers.

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Social Media Social Marketing B2B Marketing Media 120

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?

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Buyer Personas B2B Marketing B2B Thought Leadership Planning 100

Adobe Experience Cloud Blog

JUNE 5, 2019

Good marketing programs are measurable from the beginning—which means you need to have the right processes and technology in place to quantify them. Many companies make the mistake of waiting too long to start this process—and they regret it later. Tips for strategic marketing measurement. Focus on effectiveness, not efficiency.

Demand Generation 134

Demand Generation Multi-Touch Attribution Demand Relevance 134

Adobe Experience Cloud Blog

NOVEMBER 8, 2016

53% of the B2B organizations and 43% of B2C and combination B2B/B2C organizations have adopted marketing automation systems.– Marketo and Ascend2’s Marketing Automation Strategy Survey. Marketing automation customer communities, such as Marketo Community. Who to Include in the Interview Process.

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Marketing Automation Services Enterprise Management Work Management Marketing Management 134

Adobe Experience Cloud Blog

APRIL 24, 2018

It not only eases the burden of compiling and parsing information but is beginning to offer new and unique insights. And, as AI and machine learning marketing capabilities are giving B2B marketers more lift and scale across their programs, this exciting tech is poised to become standard best practice as fast as it becomes available.

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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. In this blog, I’ll cover best practices for B2B marketers to make the shift from funnel marketing to lifecycle marketing to increase ROI and help your customers stick with you for the long run.

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Marketing Funnels Top of Funnel B2B Marketing Work Management 134

KoMarketing Associates

FEBRUARY 9, 2016

How can a good B2B video be characterized? Informative. Why is it a good idea to incorporate video into your B2B marketing? It adds value as an asset in the new customer onboarding process. It can make complex concepts or processes easier to understand. Marketo: What is Marketo? Entertaining.

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Video Marketing B2B Marketing Planning B2B 120

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. Today, information is abundant.

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B2B Thought Leadership Thought Leadership Enterprise Management Work Management 48

Inbox Insight

FEBRUARY 3, 2021

With fierce competition in the world of B2B content marketing, Insights for Professionals (IFP) have set out to discover content trail blazers who have been leading the way on their global publishing platform. As experts in curating B2B thought leadership from leading brands, the bar was set high this year.

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Adobe Experience Cloud Blog

OCTOBER 20, 2010

As I explained in my opening remarks, at the core of this revolution is Revenue Performance Management (RPM), a strategic discipline and management process where sales and marketing are synchronized to create predictable and sustainable revenue. revenue touchpoints) across the revenue cycle.

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Marketo Work Management B2B Thought Leadership Salesforce.com 48