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. Don’t drown in excessive information.

Account Based Marketing 134

Account Based Marketing Marketing Automation Services Work Management B2B 134

Adobe Experience Cloud Blog

JANUARY 9, 2020

Voice search is a technology that allows you to say a voice command to access information on Google and other search engines. Companies like Amazon, Apple, and Microsoft created voice technologies and aliases like Siri and Alexa to be your sidekick that helps you find information on the web. What does this have to do with voice search?

Long Tail Marketing 174

Long Tail Marketing Optimization SEO Tips 174

KoMarketing Associates

AUGUST 23, 2016

There’s no doubt that LinkedIn is one of the most effective social media lead generators for B2B marketers, offering businesses the chance to tell their brand story in a unique and meaningful way. On the other hand, many B2B brands still struggle to engage their audience on the platform. Unique Updates, Tailored to Your Audience.

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Linkedin Enterprise Management Work Management Examples 120

Adobe Experience Cloud Blog

APRIL 15, 2015

Author: Chandar Pattabhiram We’re just about to kick-off Day 3—the final day—of the Marketo Marketing Nation™ Summit 2015. They approached LinkedIn and Marketo to solve that problem for them. It helps marketers build brand advocacy and loyalty by permitting them to have relevant, ongoing conversations with existing customers over time.

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Marketo Advertising Agencies Linkedin Advertising Channels 48

Adobe Experience Cloud Blog

AUGUST 10, 2017

A few weeks ago, on #marketochat, we discussed How to Increase Your B2B Social Media Engagement with Social Media Influencer, Neal Shaffer. Today, having social media presence is a necessity for any B2B organization. People like to be heard and want to know that their thoughts and opinions matter. If So, Why or Why Not? .

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Social Media B2B Thought Leadership Media B2B 134

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

JUNE 5, 2019

To deliver the best ROI, figure out what decisions need to be made up front to drive company profits, then use measurements to capture information that will facilitate those decisions. The best models for B2B are multi-touch because they acknowledge that there isn’t one defining touchpoint that closes a sale.

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Demand Generation Multi-Touch Attribution Demand Relevance 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. Rather than sending out an email once a week, we send out behavior-driven emails as soon as our prospects take relevant actions (i.e. The email references the prospect’s interest and provides relevant content.

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Intent Data Intent Email Marketing Social Marketing 129

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'.

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B2B Thought Leadership Thought Leadership B2B Marketing Enterprise Management 48

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.

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Marketo ROI Adwords Google 48

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?

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Marketing AI Marketo Advertising Agencies B2B Thought Leadership 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 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

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. Marketo marketing automation platform makes lead follow up easy. Better Results Ahead.

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

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

MAY 15, 2019

But if your data is up to date, you can create content that is truly relevant and personalized. 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.

Demand Generation 134

Demand Generation Segmentation Demand Generation 134

Adobe Experience Cloud Blog

AUGUST 20, 2018

Create content that’s insightful and relevant to your audience. Look for a tool that allows you to plan your social media moves and grab relevant statistics when you need them. 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

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. In the B2B world, few stories check all these boxes better than someone telling a story about how they were suddenly propelled forward in their career.

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. Literally, what worked yesterday may no longer work or be relevant today. You will fail because your customers won’t find you relevant. Meet them there and listen to what they’re saying.

Communities 134

Communities Best Practices Peer-to-peer Marketo 134

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. Top-of-mind is no longer a matter of bulk–it’s a matter of relevance.

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Multi-Touch Attribution Automation Multi-Channel Marketing Management 132

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. More Relevance and Improved Marketing Performance. If the marketing message is not relevant to the audience, the customer will tune out.

Marketing AI 134

Marketing AI Marketing Automation Services Marketing Automation Enterprise Management 134

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

Relevant, Engaging Subject Lines. Tips for B2B. While this is true (certainly by percentages), B2B ecommerce and their requisite cart abandonment issues should not be overlooked. Let’s recap what a good cart abandonment email will have: A relevant, engaging subject line. According to Ometria, around 44.1%

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Cross-Selling Privacy Policies B2B Thought Leadership Open Rate 174

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

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

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

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. Then plan a couple rounds of feedback from SDR managers and reps to make sure emails are relevant and useful. Outbound—B2C.

Work Management 134

Work Management Marketing Management Practices B2B Thought Leadership 134

Adobe Experience Cloud Blog

JANUARY 16, 2018

I never thought I’d have a revelation about marketing during a game of Cards Against Humanity, but we don’t get to choose when the lightbulb goes off. Players felt one another’s preferences out, made riskier plays to gauge reactions, and then stored pertinent information for later wins. 4 Steps to Deliver Relevant Experiences.

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Personalization Buyer Personas B2B Thought Leadership Work Management 134

Adobe Experience Cloud Blog

JUNE 26, 2014

Harnessing relevance in your marketing efforts involves engaging , relevant , personalized content – you’ve heard it all before. Companies who are doing ‘the relevance thing’ well aren’t in the majority. Relevance is the New Game in Town. Instead of a numbers game, it’s now a relevance game. But the simple truth?

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Relevance Lead Scoring Lead Ranking Copywriting 48

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

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. Use relevant video if available, if not, photos will do. So now it’s time to fire up the ads and watch as your leads turn into revenue, right? Gated Content.

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Sales Qualified Leads Lead Scoring Lead Ranking Generation 134

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

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

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. Add Net New Contacts.

Marketing Management 128

Marketing Management CAN-SPAM B2B Thought Leadership Zoominfo 128

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!

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Paid Search Agency Marketo Marketing Budget Planning 113

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.

Marketing AI 134

Marketing AI B2B Marketing Ideal Customer Profiles B2B 134

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

Adobe Experience Cloud Blog

FEBRUARY 26, 2018

But it’s 2018 and ABM has become even more popular in the B2B world as marketers are seeing value in targeting accounts, not just leads. White space: Where are you lacking contact information or engagement within your accounts? Set a goal of how many relevant contacts you want within each account to start tracking this.

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Top of Funnel Account Based Marketing Marketing Funnels ABM 134