Adobe Experience Cloud Blog

JUNE 9, 2017

At this point, most of us have realized that traditional, or “spray-and-pray” marketing approaches no longer work. As Steve Lucas, Marketo CEO, said, to win in the Engagement Economy, marketers must listen and learn before they engage. Now, savvy marketers are turning to intent data to listen to their target audience.

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Leadspace

JANUARY 4, 2017

After creating, building, and leading the Oracle Marketing Cloud from obscurity to industry leadership for the last 3 years, which was a beyond-amazing career experience (thank you Oracle!), So, happy new year, and here are some of my thoughts on what we’ll see as priorities for adoption and investment in 2017.

Enterprise Management 116

Enterprise Management Paid Content Marketing Management Marketing Automation Services 116

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. How did you fix it?

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

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. in-store purchases, event attendance, content downloads), to digital campaigns to optimize their program and spend. A Marketo Case Study.

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Marketo Facebook Top of Funnel Advertising Agencies 48

Adobe Experience Cloud Blog

DECEMBER 17, 2019

Forward-facing organizations will take advantage of the insights that technologies like AI and marketing automation provide, by viewing their 2020 marketing plans as organic rather than fixed. What’s exciting about BERT, is that it supports the mission of engagement marketing. CUSTOMER CONVERSION. Here’s a great example.

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Marketing AI Marketing Strategy Marketing & Strategy Peer-to-peer 174

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. Or you can experiment with more ambitious approaches, like making personalized recommendations based on their recent purchases. Landing pages.

Landing Pages 134

Landing Pages Conversion B2B Thought Leadership Marketing Automation Services 134

Adobe Experience Cloud Blog

APRIL 11, 2017

Author: Jingcong Zhao At this point, many marketing organizations have adopted a digital marketing platform. Your prospects are bombarded with pitches from different vendors. Since we adopted Marketo in 2015, we’ve been nurturing our leads with weekly emails that provide educational content.

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Intent Data Intent Email Marketing Social Marketing 129

Adobe Experience Cloud Blog

JUNE 10, 2016

Author: Krysia Hepatica You might be familiar with Dunbar’s Number, but I bet you never realized how it affects your B2B marketing strategy. MarTech tools can save the day (or quarter) for you, so you don’t need to worry about overlooking valuable relationships. Marketing Automation.

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Marketing Automation Services Enterprise Management Work Management Marketing Management 48

TrustRadius Marketing

OCTOBER 1, 2018

In an age where inbound marketing has taken over, it is almost impossible to find a software or influencer who does not have a blog. The B2B community has a wealth of information on digital marketing, SEO, modern sales techniques, and more. B2B Personal and Consulting Blogs. B2B Marketing.

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Paid Content Marketing Automation Services Work Management B2B Thought Leadership 69

Webbiquity

FEBRUARY 13, 2010

Marketing automation systems—from vendors like Eloqua , Marketo , Genoo , Manticore and others—are great tools for moving prospective buyers along the path from interest to desire to action. But they’re just that: tools.

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Emarketing Marketing Automation Services Manticore Marketing Management 100

Adobe Experience Cloud Blog

JANUARY 3, 2017

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. Even if you’re a consumer marketer, people do research on your company and products long before they decide to make a purchase.

Marketing Automation Services 106

Marketing Automation Services Marketo B2B Thought Leadership Work Management 106

Adobe Experience Cloud Blog

JUNE 12, 2019

The more customers have excellent experiences in their interactions with B2C organizations, the more they expect the same standard when working with B2B companies. It’s also a highly inefficient and time-consuming process to measure the combined results and ROI from separated tools and channels that don’t talk to each other.

Account Based Marketing 133

Account Based Marketing ABM Ideal Customer Profiles B2B 133

Adobe Experience Cloud Blog

SEPTEMBER 5, 2013

Author: Jon Miller Google AdWords is one of the most important marketing channels for almost every company, and the ability to measure and optimize for conversions is one of its most powerful capabilities. Marketo Integration. Offline purchase activity. Why This Matters. Nurture leads before passing them to sales.

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Adwords Marketo Optimization Conversion 48

Adobe Experience Cloud Blog

JANUARY 20, 2017

Author: Hila Nir The value of account-based marketing (ABM) is undeniable. The truth is, many B2B companies have a wide gap between their ABM strategy and successful implementation. Let’s start with the obvious: As with any successful B2B marketing strategy, close sales and marketing coordination is essential.

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Account Based Marketing Budget Programs Marketing Automation Services Ideal Customer Profiles 48

ANNUITAS

SEPTEMBER 9, 2011

This was my fourth Dreamforce, and I’d like to offer some observations from the perspective of someone who lives in the B2B marketing & sales space. Observation 1: Salesforce.com is not going to acquire a Marketing Automation Vendor anytime soon. Observation 2: Marketing Automation is Alive & Well.

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Marketing Automation Services Salesforce.com Marketing Management B2B Thought Leadership 100

Adobe Experience Cloud Blog

JUNE 27, 2016

In fact, both species are critical to the ecosystem, just like most B2B organizations need an optimal mix of both broad-reaching and targeted strategies to achieve their different goals. Let’s take a look at three differences between sharks and whales, and how they can help guide your marketing strategy: 1. Different Tools.

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Account Based Marketing Sales Qualified Leads Lead Ranking Marketing Automation Services 91

EveryoneSocial

JULY 24, 2018

While the importance of social media has been taken more seriously by companies in the last few years, many (particularly in the B2B space) are not focusing much attention as they should to social. It is understandable when you realize how fast tech, marketing, sales, etc. Why is Being a Social Business Important for B2B?

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Marketing Automation Services B2B Thought Leadership Work Management B2B 67

Adobe Experience Cloud Blog

JULY 12, 2012

by Maria Pergolino The other day someone commented on a blog post I had written about the importance of onboarding when using a marketing automation solution. To help those considering any online marketing tool (not just marketing automation ), I thought I would write a list of the 12 most important things to look for when purchasing.

Marketing Automation Services 48

Marketing Automation Services Paid Search Agency Online Marketing Features 48

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.

B2B Thought Leadership 48

B2B Thought Leadership Thought Leadership Enterprise Management Work Management 48

TrustRadius Marketing

OCTOBER 1, 2018

In an age where inbound marketing has taken over, it is almost impossible to find a software or influencer who does not have a blog. The B2B community has a wealth of information on digital marketing, SEO, modern sales techniques, and more. B2B Personal and Consulting Blogs. B2B Marketing.

Paid Content 40

Paid Content Marketing Automation Services Work Management B2B Thought Leadership 40

Contently

OCTOBER 18, 2016

Big brands like Adobe, Oracle, Salesforce, IBM, and Marketo wield considerable power, and their product suites (or “clouds”) are the primary tools for many businesses. Options range from the ubiquitous and free (Google Analytics) to the wildly expensive and advanced tools offered by powerhouses like SAS and Oracle.

Work Management 60

Work Management Marketing Management Marketing Automation Services Planning 60

Adobe Experience Cloud Blog

APRIL 11, 2016

Author: Dan Lynn There’s a stat I’ve heard cited many times that somewhere between 60-90% of the B2B buyer’s decision process occurs online, before a prospect ever picks up the phone. So, that prospect doesn’t pick up a phone or call a vendor until he’s pretty sure which one or two he’s really interested in. What are their concerns?

B2B Marketing 48

B2B Marketing B2B Thought Leadership Marketing Automation Services Planning 48

Adobe Experience Cloud Blog

JUNE 6, 2018

Content marketing is an effective way to build brand awareness and grow revenue. The evidence is in the sheer volume of companies—including 89% of B2B —that have content marketing programs. But knowing that content marketing is effective and measuring it are two very different things. Increasing traffic to site content.

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Paid Search Agency Top of Funnel Planning Content Marketing 134

Adobe Experience Cloud Blog

JUNE 24, 2016

Traditionally, mobile messaging came in two flavors: SMS (Short Message Service), which is your traditional text-only message and MMS (Multimedia Messaging Service), which can include pictures, videos, audio, and more. And mobile apps aren’t just for consumer marketers. Mobile Apps.

Mobile Marketing 94

Mobile Marketing Marketing & Strategy Marketing Strategy SMS 94

Ambal's Amusings

MAY 5, 2010

We asked Jon Miller "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?" " Jon Miller is VP of Marketing at Marketo , the fastest growing marketing automation vendor. Blog Modern B2B Marketing Twitter jonmiller2. Jon Miller.

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Allocation Brand Identity Branding B2B Thought Leadership 100

Adobe Experience Cloud Blog

MARCH 2, 2016

Author: Charm Bianchini What happens when B2B marketers from leading companies gather for a day? They talk about account-based marketing (ABM), of course! ABM has recently gained momentum in the B2B community as an alternative to traditional demand generation strategies.

Account Based Marketing 48

Account Based Marketing B2B Thought Leadership Top of Funnel ABM 48

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

JANUARY 23, 2017

Having created numerous products that leverage massive volumes of data in the marketing and sales space, we get asked many questions about how to best leverage intent data. In this blog, I’ll walk you through what intent data is, how to use it to drive revenue, and how to evaluate a vendor: What is Intent Data? The problem?

Intent Data 48

Intent Data Intent Lead Ranking Marketing Automation Services 48

Adobe Experience Cloud Blog

OCTOBER 21, 2016

McKinsey research shows that B2B buyers typically use six different channels throughout their decision-making journey, and almost 65% will come away from it frustrated by inconsistent experiences. As much as two-thirds of B2B deals are lost before a formal request for proposal (RFP) process even begins. The result? Take Back the Reins.

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Buying Cycle Buy B2B Thought Leadership Account Based Marketing 48

Adobe Experience Cloud Blog

JANUARY 10, 2017

Author: Divya Dutt When I joined Marketo three years ago, I had previous experience running paid search campaigns at a B2C company. However, I quickly realized that pay-per-click (PPC) campaigns for typical B2B products are very different from those for B2C. B2B keywords can be a lot more expensive than B2C keywords.

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PPC Cost per Acquisition Paid Search Agency Allocation 48

Adobe Experience Cloud Blog

FEBRUARY 26, 2016

If so, think about what that means for your data as a B2B marketer. To get a picture of this trend, take a look at Scott Brinker’s Marketing Technology Landscape Supergraphics , which shows a crowded market with 1,876 vendors in 43 categories. Author: Ed King Does your MarTech stack look like your kitchen drawer?

De-duplication 48

De-duplication Work Management Marketing Management Marketing Automation Services 48

Adobe Experience Cloud Blog

JUNE 12, 2019

The more customers have excellent experiences in their interactions with B2C organizations, the more they expect the same standard when working with B2B companies. It’s also a highly inefficient and time-consuming process to measure the combined results and ROI from separated tools and channels that don’t talk to each other.

Account Based Marketing 58

Account Based Marketing ABM Ideal Customer Profiles B2B 58

Adobe Experience Cloud Blog

SEPTEMBER 21, 2016

Clean and accurate data is always top-of-mind for B2B marketers because without it, your demand generation team can’t send relevant content to leads and your sales team can’t tailor their conversations with leads during each step of the buyer’s journey. First, let’s talk about data. Understand Your Buyer’s Journey.

Lead Ranking 48

Lead Ranking Top of Funnel Marketing Qualified Leads B2B Marketing 48

Strategic-IC

NOVEMBER 17, 2022

Alice De Courcy , CMO of Cognism , one of the leading Sales Intelligence platforms, sat down recently with our very own CMO, Declan Mulkeen to talk all things ABM - its past, its present and its future. There is no denying that working for an ABM Agency gives us a unique window into the world of Account-based Marketing.

Account Based Marketing 62

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 62

Adobe Experience Cloud Blog

FEBRUARY 10, 2015

Lead nurturing helps marketers communicate consistently with buyers cross-channel and throughout the sales cycle—addressing the gap in time between when a lead first interacts with you and when she is ready to purchase. This lead nurturing has been the norm and the marketing standard since around 2008. Lead Nurturing b2b'

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Lead Nurturing Lead Scoring Lead Ranking Leads 48

Adobe Experience Cloud Blog

JANUARY 5, 2016

I’m sure all of you have had similar experiences using ratings and reviews to help guide your decisions and make purchases—sometimes in only a few minutes. This blog will explore the value that reviews provide to marketers and a few ways to get started. At Marketo, we also find loyalty programs to be extremely valuable.

Marketing Management 48

Marketing Management Word of Mouth B2B Thought Leadership Marketing Automation Services 48

Adobe Experience Cloud Blog

MARCH 20, 2015

While a good marketing automation platform can help you create a successful lead nurturing program, we created The Game of Nurture, as a fun way to experience the variety of ways that you, as a marketer, can nurture buyers toward purchase and advocacy. Lead Nurturing b2b' Put your skills to the test!

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Lead Nurturing B2B Thought Leadership Leads Lead 48