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Account Based Marketing and its Growing Interest Among B2B CMOs

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The next question is whether ABM will go from being a trend to becoming a dominant strategy, forever replacing ‘spray and pray’ in the B2B mindset.” In the latest edition of the CMO Social Stat of the Month , we see the most popular hashtags used by B2B tech CMOs from the month of April 2016. Not all that impressive. " So Why The Growing Interest In ABM?

A Deeper Look Into B2B Demand Generation

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We just completed our third annual B2B Enterprise Demand Generation Study , which evaluated the maturity of the demand generation function within enterprise organizations. Here are some of the statistics that jumped out and what they mean for those in B2B marketing. The B2B buying landscape will continue to change and grow more complex and sophisticated in 2017.

Customer Experience is the Most Critical Part of Marketing Right Now

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The greatest impact on Modern Marketing in 2017 will be the mass embrace of messaging apps and bots to interact with B2C and B2B customers. 89% of marketers expect customer experience to be their primary differentiator, according to Gartner. That is quite a high number. The notion of customer experience should not be underestimated as a key function of marketing moving into 2017.

Behold the Ongoing B2B Mobile Marketing Disconnect

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I don't know about you but I've heard the phrase "B2B marketers want to be more like B2C marketers" quite a few times in my career. My presumption is that what this means is B2B marketers look across the aisle and see their B2C counterparts doing cool things and trying out new technologies while they seem to be stuck in the year 2005. Houston, We Have A Disconnect.

Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

Gartner Names Oracle Marketing Cloud a Leader in Digital Marketing Hubs - for the 3rd.

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The Oracle Marketing Cloud has grown from a single B2B Marketing Automation Platform into a cohesive set of modular, but integrated best in class solutions, made to empower marketers of all stripes. We appreciate the recognition for our capabilities in the identity management space in particular, which we believe is a foundational element of a successful Digital Marketing Hub. Product News

What B2B Marketers Need To Know About Video

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Meanwhile, 72 percent of B2B buyers now watch video content throughout their entire path to purchase with nearly half of those viewing 30 minutes or more while researching a company. In case you hadn’t noticed, video has quickly taken over the Internet, and with it dramatically changed the behaviors of modern buyers. And this is a great thing for modern marketers. The Results.

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These 6 Marketing Automation Statistics Show Where Marketers Really Are

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Marketing automation is a core technology that all marketers, especially B2B marketers need to implement to connect with prospects and generate the right leads for their sales team. 42% of B2B marketers plan to test or deploy marketing automation this year (DemandGen Report). This is a big number, which means that many B2B marketers have not yet embraced marketing automation.

Over Two Thirds of CMOs Name Mobile Marketing a Top Priority For 2017

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Chief Marketing Officers (CMOs) at both Business-to-Consumer (B2C) and Business-to-Business (B2B) companies need to embrace mobile marketing strategies to remain competitive in this mobile-first world. In a survey of both B2C and B2B CMOs and marketing leaders, 81% said they consider mobile marketing one the their top 3 budgeted priorities for 2017. I'll leave it at that.

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

3 Ways to Optimize Customer Experience Via Email

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For instance, B2B marketers can deliver custom communications based on a required renewal date, or customer anniversary. Your segmentation strategy obviously will vary, but B2B marketers can consider industry, company size, or short-term business goals to help inform messaging. The CX quest is on. Creating laser focused-CX email content doesn’t have to be a tedious task.

Solving the Multi-channel Conundrum: How to Leverage Your Marketing Data for Success

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Inconsistent/Incomplete audience profiles B2B marketers are very good at collecting the traditional bits of data – job role, location, and so on. Who are you really marketing to? It may sound like a crazy question, but it’s increasingly difficult for marketers to answer these days. Prospects and customers can no longer be seen as having a single customer journey. Main Takeaways.

Top 30 Publications Shared by B2B CMOs

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In this, the latest installment of the CMO Social Stat of the Month — courtesy of Oracle Marketing Cloud and Leadtail , a social strategy firm that has built a panel of over 1,000 B2B and B2C CMOs and marketing executives located in North America and active on Twitter. Ok, perhaps that is not the most scientific of research I referenced but you get the point. CMO Corner

Accelerate Conversions with Clean Data and Relevant Content

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B2B organizations are rethinking established processes to increase collaboration between marketing, sales, and other customer facing departments to create a more consistent, targeted customer experience. These new capabilities give marketers the power to strategically align sales and marketing communications to transform conversations into conversions. Product News

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Be Thankful for Account-based Marketing this Holiday Season

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Account-based marketing, or ABM, is what seemingly every B2B marketer has been talking about in 2016. More Than 70% See Real Results from ABM Peter Isaacson, CMO of Demandbase , described it as "the cornerstone of most B2B marketing plans. And if you believe the experts and the surveys, it is something that marketers should be thankful for. Revenue. Customer Experience.

The Undeniable Benefit of a Consistent Cross Channel Marketing Message

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Of those surveyed, 45% of consumers and 46% of B2B customers consider the information found in headlines and content they see on these channels as a factor for determining if they are making the right purchase decision. B2B customers also put a lot of stock in blog posts as content that helps them make decisions. Say it the Same Way Everywhere. Cross Channel Marketing

How B2B Marketers Can Get Better Targeting and Deeper Insights

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However, B2B marketers are faced with the uphill task of making sense out of data from several systems, both online and offline, internal and external. It also enables marketers to add analyzed audience data into marketing automation systems, for example, to help B2B marketers receive a more informed view of their customers. in order to make conversations relevant. Data Management

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5 Roadblocks Your Content Strategy Needs to Avoid in the Buyer's Journey

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The B2B buyer’s journey consists of the actions that a prospect takes from discovery of the product to purchase of the product, and your marketing content has a great influence on that journey. While the notion of tossing all lead forms in general has been recently buzzed about, the truth is that B2B marketers still really need them. Consideration stage. Decision stage.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Customer Experience Simplified

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And lest you think this applies to B2C only, 76% of B2B buyers use three or more channels before making a purchase. I am a firm believer that we humans have a penchant for making (something) more complicated than necessary, a.k.a. overcomplicating everything. And we marketers take it to a whole new level. Here's some obligatory stats to back this up. It's a Cross Channel World.

ABM Quickly Evolved from Latest Trend to What Felt Like Full Adoption

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Account-based marketing popped up in all corners of B2B marketing in 2016. In the world of B2B marketing where a marketer's job is to get in front of and identify those prospects who are likely to become customers, it only makes sense to focus on companies that marketing and sales have determined are more likely to become customers. Thomas ( @DavidBThomas ), B2B Tech Marketer.

76 Percent of B2B Marketers Plan to Produce More Content Than They Did Last Year

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70% of B2B marketers plan on producing more content over the next 12 months. That means more than three-fourths of B2B marketers plan to create more content than they did last year (when only 70% made that statement). No matter what area of modern marketing you look at when reviewing the year that was 2015 , you will find growth, relevance and efficiency. Content Marketing

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What the Holidays and Account Based Marketing Have in Common

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As a B2B Marketer, you spend a lot of your time coming up with new ways to reach the right prospect, at the right time, with the right message. It’s that most wonderful time of year again -- with the holiday spirit in the air for businesses and consumers alike. Here’s what crossed my mind: Both are highly anticipated. Both come out better when everyone collaborates.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

Marketers Need to Focus on Prospects' Behaviors, Not Demographics

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According to Avinash Kaushik , Digital Marketing Evangelist at Google, who spoke at the MarketingProfs B2B Forum, behavior is the most important thing to focus on. Marketing is often about treating the largest groups of prospects and customers the same. This is how we scale. We aggregate data. This is one of the ways to become a modern marketer. That is an analyst's job. To analyze!

5 Ways Your B2B Marketing Automation is Failing

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How can you join the 74% of B2B marketers who say they are experiencing a 10% or greater increase in sales opportunities through lead nurturing? Ascend2 found that the most significant barrier to marketing automation success is the lack of an effective strategy. Five-seven percent said it was quite beneficial, while 26% saw limited to no benefit. Winning the lead is just the beginning.

The Biggest Mobile Marketing Trends of 2016

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The Role of Mobile in B2B Marketing. According to Ad Age, “66% of B2B marketers now use their mobile devices for business.” ” The role of mobile in B2B has taken the industry by storm, so let’s walk through why the role of mobile is here to stay. Been a few weeks, but it's Friday Five time - a curated collection of five recent articles on one topic.

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Why Data and Customer Experience Should Go Hand In Hand For CMOs

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And yes this goes for both B2C and B2B customers. Let's dispense with the amenities and jump right in. For nearly three in 10 enterprises, data-driven CX is already delivering a significant shift in elevating customer experiences. And that number of 3 in 10 will be growing significantly over the next two years: Captain Obvious, White Courtesy Phone. obvious. Every single day there are 2.5

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

7 Compelling Reasons to Invest in Mobile Marketing

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Smartphone and tablet usage has exploded, and the widespread proliferation of mobile devices is changing the way consumers and B2B prospects access media and online information. Mobile has experienced a meteoric rise in recent years. Over the past four years, smartphone usage is up 394% and tablet usage up 1,721%. Up to 29% of consumer media time is now spent on mobile platforms.

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What Plato Can Teach CMOs About Customer Experience

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And yes this absolutely applies to both B2C and B2B CMOs and brands of the world. Customer Experience (CX) continues to be a top priority for major brands. In a report published by Accenture (“Digital Transformation in the Age of the Customer”), “improving customer experience” was listed as a top priority for the companies surveyed. Glad you asked. The Human Touch.

Marketing was Hard in 2016. Marketing Automation Helped Those Who Used It.

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With more data available than ever, marketing automation was a critical component of B2B marketers' tech stack. The biggest impact in 2016 has been the continued complexity of B2B buyers who now buy in committees. As we move into 2017, it is instructive to look back at 2016. Below are some thoughts from Modern Marketing experts about marketing automation. data inspiration ).

Why You Are Losing Leads by Not Integrating Events with Marketing Automation

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According to the State of B2B Event Marketing study , events are the most effective tactic for B2B marketers to increase their sales pipeline and generate revenue. Despite the growth in digital marketing, in-person events continue to play a critical role in enterprise marketing and make-up 28% of the total B2B marketing spend. What is Event Automation? Marketing Automation

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

A Look Back at Modern Marketing in 2016

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If you are a B2B marketer, this was the year that you announced your account-based marketing capabilities. Modern Marketing has come a long way in 2016. More leading brands are using marketing technology to better understand their customers and provide a better customer experience than ever before. Data is part of nearly every marketing conversation. Asking “Why?”

11 of the Latest Lead Nurturing Statistics: Explained

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There are so many other ways to nurture your prospects, and B2B marketers stick with the tried and true. Only one-fifth of B2B marketers consider their lead nurturing efforts very successful. Every prospect who fills out a lead form, especially those who download a top of funnel ebook, is not ready to talk about your product. This is where lead nurturing comes in. That is no surprise.

The 5 Fundamentals of Account-Based Marketing You Need to Know

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With that kind of lackluster return, B2B marketers, in particular, are increasingly searching for new tactics that will help them reach the right prospects at the right time with the right messaging. And the data proves it works: 84% of B2B marketers say that ABM delivers a higher ROI than any other approach. In short, ABM is a highly targeted approach to B2B marketing.

How to Rock the World of Events and Marketing Automation

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In fact, B2B marketers rate in-person events as the #1 most effective marketing strategy. At the end of the day, events remain at the center of a leading B2B marketing strategy. Did you know that 82% of marketers cannot quantify the data that is collected from attendee interactions at their company events? That’s powerful. What if we made events work for you.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all