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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.

7 Engaging CMO Interviews From 2016

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Xerox CMO: B2B Marketing Is Becoming More Persona-Driven. At 110 years old, Xerox is the epitome of a legacy B2B business. My take: Kennedy says B2B content is designed to capture attention adding that "In B2B, people are wearing their professional persona and they’re making big decisions on behalf of companies. Below are 7 CMO interviews from 2016. Marty St.

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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. Cross Channel Emotional Attachment.

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

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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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?”

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.

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

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.

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

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.

Does Your Martech Stack Add Up to a Good Customer Experience?

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Up to 76% of B2B buyers now use three or more channels before making a purchase. The customer journey is an increasingly complex beast. Your prospects and customers are interacting and engaging with you over a whole series of different channels and touchpoints. Responding to this fragmented picture, marketing technology came along to help marketers make sense of the new picture.

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. webinar.

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. Data Management

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The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth

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.

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 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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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.

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.

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.

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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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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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.

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.

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! 1.

Uncovering CMO Insights On Their Journey To Digital Agility

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While it is true that enhancing the CX is the number one driver of digital marketing agility across the board, the picture changes somewhat when we look at B2B vs. B2C. As you can see B2B CMOs place a higher priority on competitive positioning than they do CX as it relates to a driver of digital agility. Agile Marketing Defined. Survey Says. Next Step. CMO Corner

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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

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.

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

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.

B2B Lead Nurturing Myths That Promote Sales Pipeline Leaks

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Myths are plentiful when it comes to B2B lead nurturing. In reality, what you want to foster is not a B2B relationship, but a person-to-person (P2P) one. Second, if you’re like many B2B businesses you likely serve a myriad of industries and your product or solution has multiple applications. “A small leak will sink a great ship.” Lead nurturing works.

How Big Data Is Revolutionizing Marketing And Sales

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From Da Vinci to Data: The Heroes of Modern B2B Marketing. I was fascinated recently by a documentary I saw about a serial inventor, Dean Kaman, called “SlingShot.” Convergence and the power of data in modern marketingThis installment of the Friday Five — a collection of five curated articles from around the Internet, is all about Data. Read the full story on Forbes.

Still Wondering How to Get Started in Social Media in 2016?

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If you are looking to drive leads for a B2B company, online sales for a B2C company, or store traffic for a retail establishment, you do the same thing with social media. It is sometimes hard to imagine this for many marketers, but there really are people who are not yet using social media marketing for their business, or who could use a good refresher on how to use it well.

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A Content Formula for Complex B2B Organizations

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

How Organizations are Leveraging Content Across the Buyer Journey

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And it shows no sign of slowing down — in 2016, 88% of organizations claim to be using content marketing as a key B2B marketing tactic. The undeniable popularity and widespread usage of content marketing points to the effectiveness of content. Consequently, the way we think about content is changing: content no longer lives exclusively in the marketer’s domain. And doing.

Why Email Marketing Is Still Effective

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Many companies shy away from email marketing because they think it’s an outdated approach, but 59 percent of B2B marketers said email is the most effective channel for revenue generation. Unlocking the full potential of B2B email marketing. A lot has been written about persuading consumers to click and buy. So what does a strong B2B email campaign make? It’s true.

One Third of CMOs Not Integrating Within Digital Channels

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complete customer experience CX platform for both B2B and B2C companies, allowing you to manage your customer experience at every touchpoint. It’s no secret that the best customers are the ones who engage with brands across multiple channels. It’s not surprising, therefore, that the brands who deliver value to customers across channels see strong growth. How much growth?

The Future Will Bring More Cross Channel Marketing Opportunities

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More consumers are using more than one channel along their path to purchase, and that goes for B2C as well as B2B. It's time for Friday Five where we present five curated recent articles on one topic. This time, it's cross channel marketing. The Future is Poised to Bring More Cross Channel Marketing Campaigns. Read the full story on Mobile Marketing Watch. Cross Channel Marketing