Adobe Experience Cloud Blog

DECEMBER 11, 2019

From AR to VR, to marketing technology and personalization strategies: The B2B marketer’s toolkit is full of new options for engaging with B2B buyers. . To better understand the priorities of B2B companies in 2020, our CMO by Adobe team reached out to some B2B experts and asked: “What is your team’s big bet in 2020?”.

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B2B Thought Leadership Enterprise Management Thought Leadership CMO 120

Adobe Experience Cloud Blog

APRIL 1, 2015

When a purchase is made online, Google has made it fairly easy for marketers to tie revenue back to the ad. 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). More Data, Less Questions.

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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. Taken together, Facebook and Marketo have made this a lot easier.

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Marketo Work Management Facebook Marketing Management 48

Adobe Experience Cloud Blog

JULY 17, 2018

Jokes aside, have you given much thought to how your customers can actually contribute to helping you grow your customer base? Peer-to-peer marketing is not only a viable channel you should be exploring, but it’s also one that has seen great success in both B2B and B2C marketing. 1) Customer Case Studies.

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Peer-to-peer B2B Thought Leadership Thought Leadership Case Studies 109

Adobe Experience Cloud Blog

APRIL 29, 2019

They’re the unsung heroes of B2B marketing. Or you can experiment with more ambitious approaches, like making personalized recommendations based on their recent purchases. There’s ample evidence that B2B buyers will binge content from a brand they like and trust—just like the latest Netflix series. Landing pages. Happy landings!

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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.

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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.

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

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. Putting an ABM strategy in place is just the beginning.

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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.

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Adobe Experience Cloud Blog

MARCH 14, 2018

I’ve been in the B2B space for 20 years—I think before anyone even came up with the acronym B2B. Women drive 70-80% of all consumer purchasing. And we know that what influences B2C buying also impacts B2B decisions. Jill Rowley , Chief Growth Advisor at Marketo. Stop Gender Pay Gap. This Isn’t a Women’s Issue.

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B2B Thought Leadership Thought Leadership Marketo Digital Marketing Funnels 134

Adobe Experience Cloud Blog

SEPTEMBER 5, 2013

This is very exciting news for B2B marketing professionals and any marketer with a complex sales cycle, especially since the offline conversion data will be incorporated into existing AdWords conversion data. Marketo Integration. Offline purchase activity. Why This Matters. Nurture leads before passing them to sales.

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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.

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Adobe Experience Cloud Blog

APRIL 10, 2019

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. Marketers create content that’s customized to an account’s information needs, helping them to make the purchase that’s right for them.

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Account Based Marketing B2B Thought Leadership Thought Leadership B2B Sales 133

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.

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Vendors B2B Ethics B2B Thought Leadership 126

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. But account-based marketing is not to be ignored and it’s not just another buzzword. Why Is Account-Based Marketing Gaining Traction?

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Adobe Experience Cloud Blog

DECEMBER 20, 2018

Black Friday, named for the day when retailers move out of the red and into the black, promotes spending across the board, from gift shops to restaurants and B2B to B2C organizations. B2B Tips and Tricks. Competition is stiff, but savvy B2B businesses can stand out from the crowd by following this advice: Move Pipeline Up in the Year.

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Paid Search Agency B2B Thought Leadership Top of Funnel Advertising Agencies 134

Adobe Experience Cloud Blog

FEBRUARY 23, 2017

If the results are mostly product pages, users are probably looking to purchase a solution. Every organization will prefer different channels, but organic search should always be a priority: 71% of B2B decision-makers begin their journey with a general web search. Who is most likely consuming this content?

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Account Based Marketing SEO Top of Funnel Marketing Management 131

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.

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Marketing Automation Services Marketo B2B Thought Leadership Work Management 106

Adobe Experience Cloud Blog

MARCH 29, 2019

Indeed, Sirius Decisions finds that 93% of B2B companies consider ABM to be extremely important for their success in driving more revenue. For this scenario, you would train your AI-based ICP model with customers that just recently purchases up-sell/cross-sell products. Common Challenges.

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Adobe Experience Cloud Blog

OCTOBER 12, 2017

of clicks lead to a recovered purchase back on site. Tips for B2B. While this is true (certainly by percentages), B2B ecommerce and their requisite cart abandonment issues should not be overlooked. Cart abandonment emails are one of the leading cart recovery methods you can employ. According to Ometria, around 44.1%

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Cross-Selling Privacy Policies B2B Thought Leadership Open Rate 174

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. mid-market leadership may be up for grabs. Just click here to purchase your very own copy of the VEST and analyze to your heart’s content. We''ll see.

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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.

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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. In many cases, the end user and the purchaser are different people. So now it’s time to fire up the ads and watch as your leads turn into revenue, right?

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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. Buyers make purchases for different reasons. However, we found that there are four key factors that influence if a buyer purchases from you.

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Cold Calling B2B Thought Leadership Outreach Ideal Customer Profiles 134

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. The post ABM Has Become Table Stakes for Creating Epic B2B Customer Experiences appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

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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

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.

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Top of Funnel B2B Thought Leadership Paid Search Agency Storytelling 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 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.

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B2B Thought Leadership Thought Leadership Enterprise Management Work Management 48

TrustRadius Marketing

OCTOBER 1, 2018

The B2B community has a wealth of information on digital marketing, SEO, modern sales techniques, and more. These blogs offer plenty of useful content that can help you get started or advance your skills in your B2B company. B2B Personal and Consulting Blogs. Anyone in the B2B community can learn something from Patel.

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Paid Content Marketing Automation Services Work Management B2B Thought Leadership 69

Adobe Experience Cloud Blog

SEPTEMBER 4, 2015

This means grabbing people’s attention through social media, compelling content , thought-provoking webinars, and strategic search engine optimization, all which serve to drive them to your website and brand as a whole. appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership. Outbound Marketing.

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B2B Thought Leadership Video Marketing Thought Leadership Inbound 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

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.

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Lead Ranking API Marketing Qualified Leads Sales Qualified Leads 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.

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Top of Funnel Campaigns Buyer's Journey Lead Scoring 134

Adobe Experience Cloud Blog

JULY 13, 2018

Accounts most likely to buy: Intent data, or data sets that consist of people who have demonstrated a strong likelihood to be in-market for a specific product or service category, is becoming widely available across both the B2C and B2B spaces. However, not all intent data is created equal. Which other trends should be added to this list?

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Marketing AI Ideal Customer Profiles Trends Paid Search Agency 113

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.

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Lead Ranking Top of Funnel Marketing Qualified Leads B2B Marketing 48

markempa

MAY 7, 2009

Addressing risk has always been a factor in the B2B complex sale. But research shows that risk must be better addressed by marketers and sellers because it's a primary motivator in many B2B purchase decisions. Mark McMaster - Senior Planner of B2B and Technology Markets, Google. Jon Miller - VP Marketing, Marketo.

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Webinar Metrics B2B Thought Leadership DemandBase Marketing & Strategy 120