Adobe Experience Cloud Blog

JANUARY 22, 2020

At the top of the funnel, marketing increases traffic and fills the database with new leads through paid ads, social media, search, referral programs, and a variety of other channels. But in between, marketing needs to nurture and qualify leads by encouraging them to engage with content until they’re sales-ready.

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

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. Start with an audit—dust off your sales playbook, review your sales process, and get feedback from sales leadership. Here is an example taxonomy: Outbound—B2B.

Work Management 134

Work Management Marketing Management Practices B2B Thought Leadership 134

Adobe Experience Cloud Blog

JULY 26, 2019

Marketing Nation Live, a B2B Marketing virtual event, is bringing together marketers from all over the world on September 18 for a day full of inspiration, education, and social networking. Marketo Engage customers and members of our Marketo Advocate Nation will share their marketing truths and best practices with you.

Peer-to-peer 111

Peer-to-peer B2B Thought Leadership Marketo Digital Transformation 111

Adobe Experience Cloud Blog

JUNE 9, 2010

Top B2B marketers understand two key objectives 1) Building new business and 2) Becoming a thought leader. 56% of B2B marketing executives stated “positioning our company as a thought leader” as their top objective in a recent Economics Intelligence Unit study. This puts huge importance on being a thought leader.

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B2B Thought Leadership Thought Leadership Rules B2B 48

Adobe Experience Cloud Blog

OCTOBER 8, 2020

Most companies in the technology sector evolve in a very competitive environment, and leads generated by Marketing represent more than 50% of the opportunities signed by sales representatives. What content do you have at your disposal (white paper, thought leadership , demo videos, etc )? How often do you publish new content ?

Marketing Automation Services 129

Marketing Automation Services Multi-Touch Attribution Marketing Automation Relevance 129

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. This post is about the intersection of those two things. Do they pay you back many times over in revenue growth?

Linkedin 154

Linkedin Paid Search Agency Sales Management ROI 154

Adobe Experience Cloud Blog

OCTOBER 25, 2016

Marketo is happy to be one of the partners contributing to this vision through our integrations with Facebook that connect the dots between seemingly disparate activities, digitally and offline. A Marketo Case Study. in-store purchases, event attendance, content downloads), to digital campaigns to optimize their program and spend.

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Marketo Facebook Top of Funnel Advertising Agencies 48

Adobe Experience Cloud Blog

FEBRUARY 7, 2020

Acquiring buy-in from executive leadership and the C-suite . Many B2B organizations have static websites that serve up the same content to all visitors, regardless of where they are from, what device they’re using, and their business data. . But mobile selling is now coming into its own, both with B2B and B2C consumers.

Marketing Attribution 174

Marketing Attribution Top of Funnel Lead Ranking B2B Thought Leadership 174

Adobe Experience Cloud Blog

JULY 6, 2018

So now it’s time to fire up the ads and watch as your leads turn into revenue, right? While a high quantity of leads can undoubtedly be good, it’s not enough. 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.

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Sales Qualified Leads Lead Ranking Lead Scoring Generation 134

Adobe Experience Cloud Blog

NOVEMBER 27, 2017

The internet is saturated with content marketing, people’s inboxes are full of well-designed emails , and account-based strategies are quickly becoming a B2B standard. 66% of B2B consumers want to advocate for brands that engage well. 66% of B2B consumers fully expect that all communications with a brand to be personalized.

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Effectiveness B2B Thought Leadership Customer Satisfaction SEM 268

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 13, 2020

Too often, and especially in B2B marketing, we give the job of building the relationship that turns marketing leads into sales prospects to the sales development rep (SDR). The post Why 75% of Your Marketing Emails Are Never Read appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Email Marketing 174

Email Marketing B2B Thought Leadership Urgency Marketing Thought Leadership 174

Adobe Experience Cloud Blog

MARCH 8, 2017

If you’re influencing more than one individual in an organization for a deal, then it’s likely that you’ve been practicing some form of ABM. So why has account-based marketing only recently gained widespread popularity and practice among B2B businesses? Engage target account leads in every channel.

Account Based Marketing 131

Account Based Marketing ABM Sales Qualified Leads SMB 131

Adobe Experience Cloud Blog

MARCH 6, 2018

In the year that I’ve been with Marketo, I’ve gained some interesting insights into enterprise organizations’ challenges around sales and marketing alignment. I’ve also implemented multiple marketing automation systems, the last of which was Marketo. In my previous role, I simultaneously implemented Marketo and Salesforce CRM.

Process 134

Process B2B Thought Leadership Marketo Sales Qualified Leads 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.

Demand Generation Agencies 188

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

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

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. Practicing engagement marketing allows marketers to acquire new customers faster, keep them longer, and convert many of them to loyal fans.

Marketo 48

Marketo Advertising Agencies Linkedin Advertising Channels 48

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. However, all too often, a cool new feature, rather than the program’s goals and objectives, leads the tools and technology decision, giving marketers anxiety.

Account Based Marketing 128

Account Based Marketing B2B Thought Leadership ABM Thought Leadership 128

Adobe Experience Cloud Blog

DECEMBER 15, 2017

I’ll lead with the positive: 98% of marketers have customer engagement strategies. I promise it will lead to more revenue in the long run, too. Internal experiments—even if they’re small in scale—that can produce outcomes to share with leadership. 82% believe they have a deep understanding of their audience. approach pay off?

B2B Thought Leadership 134

B2B Thought Leadership Thought Leadership Marketo CMO 134

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? .

Social Media 134

Social Media B2B Thought Leadership Media B2B 134

Adobe Experience Cloud Blog

APRIL 29, 2019

They’re the unsung heroes of B2B marketing. Most marketers know the fundamentals of landing page best practices : compelling copy, top-right form placement, social proof. Many social media channels allow you to capture registration and lead information directly on their sites. So, why stop with just one piece of content?

Landing Pages 134

Landing Pages Conversion B2B Thought Leadership Marketing Automation Services 134

Adobe Experience Cloud Blog

APRIL 11, 2017

Here at Socedo , getting our leads to engage with our emails is an ongoing challenge. Since we adopted Marketo in 2015, we’ve been nurturing our leads with weekly emails that provide educational content. Marketo User Group in Seattle, WA), the influencers they follow, and the articles they share and comment on.

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Intent Data Intent Email Marketing Social Marketing 129

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

MARCH 28, 2019

Steve Lucas, SVP of Marketo, an Adobe company, on Thursday challenged the thousands of attendees at Adobe Summit—The Digital Experience Conference to make every experience count. With that, Adobe CEO Shantanu Narayen came on stage to discuss with Lucas Adobe’s 2018 acquisition of Marketo. Helping B2B Meet the Experience Mandate.

Account Based Marketing 132

Account Based Marketing Lead Ranking B2B B2B Thought Leadership 132

Adobe Experience Cloud Blog

JULY 26, 2019

Marketing Nation Live, a B2B Marketing virtual event, is bringing together marketers from all over the world on September 18 for a day full of inspiration, education, and social networking. Marketo Engage customers and members of our Marketo Advocate Nation will share their marketing truths and best practices with you.

Peer-to-peer 49

Peer-to-peer B2B Thought Leadership Marketo Digital Transformation 49

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

Adobe Experience Cloud Blog

JULY 12, 2018

While the sales team thinks the marketing team shared only contacts (read, unqualified leads), the marketing team blames the sales team for not being able to convert all the excellent qualified leads they hand off. Not only this, sales reps ignore 50% of the marketing leads according to a study by the TAS Group. Sound familiar?

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Sales Qualified Leads Lead Ranking Lead Scoring Marketing Qualified Leads 99

Adobe Experience Cloud Blog

OCTOBER 23, 2019

The Fearless 50 is a yearlong program designed for marketers that have one thing in common: unstoppable drive to lead digital transformation in their organizations. The ultimate goal of the Fearless 50 is to sharpen members’ leadership skills and provide them with all the necessary tools for world-class digital transformation.

Marketing Automation Services 96

Marketing Automation Services B2B Thought Leadership Marketing Management Thought Leadership 96

Adobe Experience Cloud Blog

JUNE 20, 2018

ABM is an antidote to the conventional lead generation efforts that leave marketers increasingly frustrated. In fact, a report on B2B lead generation presented by the Technology Marketing Community on LinkedIn showed that only 16% of marketers believe their current efforts are extremely effective. Tag and Segment Accounts.

Account Based Marketing 134

Account Based Marketing Automation Sales Qualified Leads Lead Ranking 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). We needed to focus our sales resources on the sales-ready leads, whilst not neglecting the longer-term opportunities.

B2B Thought Leadership 48

B2B Thought Leadership Thought Leadership B2B Marketing Enterprise Management 48

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? The traditional funnel’s problem is that it views marketing merely as a supplier of leads to sales.

Top of Funnel 132

Top of Funnel B2B Marketing B2B B2B Thought Leadership 132

Adobe Experience Cloud Blog

JUNE 28, 2017

According to SiriusDecisions, 80% of unqualified leads today—those understandably ignored by sales—will go on to buy from someone within the next 24 months. But for B2B products and services, especially those with a long, complex buying process, the brand needs to be accompanied by information the buyer cares about.

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Lead Nurturing Top of Funnel Video Marketing Account Based Marketing 134

Adobe Experience Cloud Blog

JULY 7, 2017

Because there is more to lead scoring than just fit. The lead must also have a need for your product or service and be ready to research and evaluate solutions. Unfortunately, you can’t tell whether a lead is ready by scoring them on fit alone. That’s an important aspect of behavioral lead scoring. Why is that?

Lead Ranking 134

Lead Ranking Lead Scoring Intent Data Intent 134

Adobe Experience Cloud Blog

OCTOBER 10, 2019

Account-based marketing (ABM) is a B2B strategy in which sales and marketing teams work together on a clearly defined set of target accounts to serve personalized campaigns uniquely designed for each individual account. All in all, ABM shortens the sales cycle and improves your lead conversion ratio. Identify metrics that matter.

Account Based Marketing 132

Account Based Marketing ROI Lead Ranking Work Management 132

Adobe Experience Cloud Blog

JANUARY 9, 2020

When your audience asks a question, the leading article most relevant to the question they asked will be sent to them. . To learn more about how to increase your user’s experience on your website, visit Marketo. For example, when you look for the “best B2B website designs” on desktop, you will type just that.

Long Tail Marketing 174

Long Tail Marketing Optimization SEO Tips 174

Adobe Experience Cloud Blog

FEBRUARY 22, 2017

Marketers are going to face a new digital reality going into the next decade, and traditional practices will no longer suffice. 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.

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Multi-Touch Attribution Automation Multi-Channel Marketing Management 132

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