Adobe Experience Cloud Blog

JANUARY 22, 2020

At the bottom of the funnel, marketing helps close the sale by creating urgency and helping prospects make the business case for purchasing the product or service. In most B2B organizations, marketing focuses on facilitating a successful hand-off to sales. Marketo marketing automation platform makes lead follow up easy.

Top of Funnel 160

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

Adobe Experience Cloud Blog

DECEMBER 17, 2019

However, when behavioral attributes like purchasing traits, buying habits and preferred engagement methods become part of your company’s segmentation process , the effectiveness of your email campaigns rises exponentially. “Two men in the same demographic: Male, 61+ years, with income over $1 million. Here’s a great example.

Marketing AI 174

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. Instead of using a tired stock photo or a picture of your product, choose something that will spark the emotional response you’re looking to inspire. Or you can experiment with more ambitious approaches, like making personalized recommendations based on their recent purchases.

Landing Pages 134

Landing Pages Conversion B2B Thought Leadership Marketing Automation Services 134

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

APRIL 10, 2019

That’s because most markets are crowded with competitors that offer similar products, services, or solutions. In fact, LinkedIn’s State of Sales 2017 US Report notes that trust in a salesperson is the number one factor in a purchase decision. So how do you compete in saturated markets with the competition nipping at your heels?

Account Based Marketing 133

Account Based Marketing B2B Thought Leadership Thought Leadership B2B Sales 133

Adobe Experience Cloud Blog

JUNE 20, 2018

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. Measure success at each stage of the funnel and use B2B-centric metrics. Set Up Automation Workflows.

Account Based Marketing 134

Account Based Marketing Automation Sales Qualified Leads Lead Ranking 134

Adobe Experience Cloud Blog

FEBRUARY 22, 2017

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

Multi-Touch Attribution 132

Multi-Touch Attribution Automation Multi-Channel Marketing Management 132

Adobe Experience Cloud Blog

JULY 30, 2019

Adobe recently published a report detailing the findings of a survey we conducted of 1,215 marketers and B2B buyers in the U.K., The findings reveal that European business buyers expect vendors to display traits traditionally associated with consumer brands, demonstrating B2B and B2C landscapes are no longer distinct.

Vendors 126

Vendors B2B Ethics B2B Thought Leadership 126

Adobe Experience Cloud Blog

OCTOBER 12, 2017

of clicks lead to a recovered purchase back on site. Include an image of the product, a brief description, color options, size selections, patterns, pricing—again, any data point you feel can be brought in. This email from Kate Spade brings in similar products to cross-sell: Don’t Forget About Mobile. Tips for B2B.

Cross-Selling 174

Cross-Selling Privacy Policies B2B Thought Leadership Open Rate 174

Adobe Experience Cloud Blog

MARCH 29, 2019

Account-based marketing (ABM) is neither a product nor a point solution. Instead of reacting to leads that are interested in products, marketing needs to catch up and align with sales by proactively selling into accounts that are a great fit for the brand. Rather, it’s a strategy, a mindset, and ultimately a cultural movement.

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Account Based Marketing Ideal Customer Profiles ABM Marketing AI 133

Adobe Experience Cloud Blog

FEBRUARY 23, 2017

Keywords will include products and services that are core to your brand and your industry, those you are already ranking well for in Google Search Console, terms used in your search function on your site, etc. Look for insights that answer the following questions: Are users looking for information or products?

Account Based Marketing 131

Account Based Marketing SEO Top of Funnel Marketing Management 131

Adobe Experience Cloud Blog

MARCH 22, 2017

Buzzwords become dated terms as time passes, but it’s just the tip of the iceberg for ABM as more B2B marketers than ever are realizing its significant impact and value. Does your organization offer several products or services and have goals to grow customer lifetime valu e through upsell and cross-sell?

Account Based Marketing 128

Account Based Marketing Work Management Planning Marketing Management 128

Customer Experience Matrix

FEBRUARY 4, 2014

I’ve just published the latest edition of our B2B Marketing Automation Vendor Selection Tool (VEST), with updated entries on all your favorites and several new entries to boot. I added four new vendors to the report, all of which have just begun to market their products aggressively. mid-market leadership may be up for grabs.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Top of Funnel 120

Adobe Experience Cloud Blog

JUNE 9, 2017

As Steve Lucas, Marketo CEO, said, to win in the Engagement Economy, marketers must listen and learn before they engage. In other words, which intent signals are the best predictors of purchase behavior? In this post, I will share some thoughts on how you can assess the relevancy of intent data by asking three questions.

Intent Data 134

Intent Data Lead Ranking Intent Relevance 134

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 29, 2018

In the latest Top Performance in Sales Prospecting research report, 488 B2B buyers revealed the top five offers that are most likely to sway them to accept a meeting or connect with you. Insight into the use of products or services to solve business problems. Buyers make purchases for different reasons.

Cold Calling 134

Cold Calling B2B Thought Leadership Outreach Ideal Customer Profiles 134

Adobe Experience Cloud Blog

JULY 30, 2019

Adobe recently published a report detailing the findings of a survey we conducted of 1,215 marketers and B2B buyers in the U.K., The findings reveal that European business buyers expect vendors to display traits traditionally associated with consumer brands, demonstrating B2B and B2C landscapes are no longer distinct.

Vendors 92

Vendors B2B Ethics B2B Thought Leadership 92

Adobe Experience Cloud Blog

AUGUST 6, 2019

If marketers can also move their sales comrades past knowledge and help them truly believe in the message they’re sharing, they can tell stories in a compelling way, which will empower sales to spur the customer on to purchase and loyalty. Marketers Should Stay Involved In The Process. It’s Everyone’s Job To Keep The Story Straight.

Top of Funnel 134

Top of Funnel B2B Thought Leadership Paid Search Agency Storytelling 134

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? .”

Buyer Personas 100

Buyer Personas B2B Marketing B2B Thought Leadership Planning 100

KoMarketing Associates

FEBRUARY 9, 2016

How can a good B2B video be characterized? Why is it a good idea to incorporate video into your B2B marketing? It’s an asset in PR kits developed to promote new product launches. It provides a forum for company thought-leaders and visible employees. Marketo: What is Marketo? Informative. Entertaining.

Video Marketing 120

Video Marketing B2B Marketing Planning B2B 120

Adobe Experience Cloud Blog

JULY 13, 2018

Have you ever logged into your Amazon account and found customized product recommendations based on your shopping and browsing activity? Feature the products or services that generate the majority of your revenue on your homepage and make them easy to find. Personalized User Experiences. However, not all intent data is created equal.

Marketing AI 113

Marketing AI Ideal Customer Profiles Trends Paid Search Agency 113

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. and StumbeUpon for B2B marketing in early 2007.

B2B Thought Leadership 48

B2B Thought Leadership Thought Leadership Enterprise Management Work Management 48

Adobe Experience Cloud Blog

JULY 6, 2017

A drip marketing campaign is usually triggered by an action the user takes—filling out a form, downloading content, making a purchase, etc. Do you want to nurture prospective customers to purchase your product or service? Consumer drip campaigns differ from B2B campaigns because the goals are usually simpler and shorter-term.

Top of Funnel 134

Top of Funnel Campaigns Buyer's Journey Lead Scoring 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. As you start realizing the productivity benefits of your platform, you can scale your business and grow your team.

Marketing Automation Services 134

Marketing Automation Services Enterprise Management Work Management Marketing Management 134

Adobe Experience Cloud Blog

FEBRUARY 1, 2019

This era marked the start of mass production and a shift from making products to buying them. As AI helps pinpoint preferences, trends, and past purchasing behavior, the “who” of each campaign will become increasingly important, and marketers will create individualized tracks for every customer. Editorial Calendars.

Marketing AI 134

Marketing AI Campaigns Marketing Management Word of Mouth 134

Adobe Experience Cloud Blog

JUNE 24, 2016

Using your shortcode, you can send a mobile message to your audience that reads something like this: “Text ‘shop’ to 99999 and receive a 10% coupon towards your next purchase.” Product descriptions: Are your descriptions clear and concise? Is it obvious what product the description goes with? Does the image link properly?

Mobile Marketing 94

Mobile Marketing Marketing & Strategy Marketing Strategy SMS 94

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

JULY 29, 2016

The new API provides stores and retailers with a way to see how many people made offline purchases after seeing a Facebook campaign—connecting offline conversions to digital campaigns. As a Facebook marketing partner, Marketo was excited to be a part of their launch announcement. What is an offline conversion event? Increase MQLs.

Lead Ranking 48

Lead Ranking API Marketing Qualified Leads Sales Qualified Leads 48

Adobe Experience Cloud Blog

JULY 12, 2018

According to MarketingSherpa, 61% of B2B marketers send all of their leads to sales even though only 27% are actually qualified. MQLs show repeated interest in your website content (not necessarily your product or services) and are likely to become your customer. Sound familiar? At the awareness stage, you are dealing with a lead.

Sales Qualified Leads 99

Sales Qualified Leads Lead Ranking Lead Scoring Marketing Qualified Leads 99

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. More than ever, B2B needs to focus on becoming a complete social business. Why is Being a Social Business Important for B2B?

Marketing Automation Services 67

Marketing Automation Services B2B Thought Leadership Work Management B2B 67

Adobe Experience Cloud Blog

JULY 11, 2016

Despite these powerful numbers, B2B marketers are still primarily focusing their investment and activities into driving acquisition, which means that they are leaving money on the table. Upsell is defined as selling more of the same product or an upgrade. The Fundamentals of Customer Base Marketing.

Cross-Selling 48

Cross-Selling B2B Thought Leadership Customer Satisfaction Lead Scoring 48

Adobe Experience Cloud Blog

OCTOBER 21, 2016

Author: Peter Bell The swift digitization of the manufacturing sector continues—it’s no longer just focused on technologies that improve production and system efficiencies. As much as two-thirds of B2B deals are lost before a formal request for proposal (RFP) process even begins. The result? Not a Campaign, But a Process.

Buying Cycle 48

Buying Cycle Buy B2B Thought Leadership Account Based Marketing 48

Adobe Experience Cloud Blog

NOVEMBER 19, 2018

Example 4: A sample B2B audience journey map. As noted within the generic audience journey map example, these stages demonstrate an increasing involvement with a company as contacts journey towards initial purchase, ongoing purchases, and even advocacy. These layers are specific to the medical recruiting industry.

Top of Funnel 134

Top of Funnel Lead Ranking Ad Frequency Marketing Proposals 134

Adobe Experience Cloud Blog

MARCH 27, 2015

Author: Ellen Gomes As a B2C Marketer, you may have thought that the concept of “lead nurturing” only applied to B2B businesses. But with technology, like Marketo’s engagement marketing platform, savvy B2C marketers are starting to implement nurturing programs. What is the range of products that you offer?

B2B Thought Leadership 48

B2B Thought Leadership Thought Leadership Marketing Management Marketo 48

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. You certainly don’t want them to forget how important your product is to their business growth, especially when they’re getting close to making a purchasing decision.

Marketing Automation Services 48

Marketing Automation Services Enterprise Management Work Management Marketing Management 48

Adobe Experience Cloud Blog

JANUARY 20, 2017

If you’re not familiar with the jarring statistics, here’s a recap: SiriusDecisions research shows that more than 90% of B2B marketers consider ABM “important” or “very important,” and 73% of B2B companies plan to increase their budgets for ABM initiatives in the next 12 months. Gain Full Company Support .

Account Based Marketing 48

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

Adobe Experience Cloud Blog

MARCH 30, 2015

Once relegated to voice communication and text messaging, these devices are used for everything from monitoring our health, teaching us foreign languages, to decimating our productivity (I’m looking at you, Candy Crush!), When consumers are ready to make a purchase, they don’t want to switch devices. and much more.

Mobile Marketing 48

Mobile Marketing B2B Thought Leadership Thought Leadership Marketo 48