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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.

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.

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.

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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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

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

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.

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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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.

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.

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

Oracle Attains Highest Score for Current Offering in The Forrester Wave™: Lead-To-Revenue.

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As a result, more B2B professionals are shifting their focus from implementing basic marketing automation features to offerings that provide sophisticated and advanced functionalities to help them reach their lead-to-revenue goals. The report shows how each provider measures up to better assist B2B marketing professionals in making the right choice for their organization. categories.

The B2B Marketer's Field Guide To Customer Engagement

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

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.

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.

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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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.

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.

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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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

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.

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 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.

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?

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.

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

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

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.

How to Orchestrate and Personalize the Entire Customer Experience

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Customer experience (CX) is, and always should be, a top priority for marketers - all marketers, be they B2B or B2C. As Forrester puts it "it’s the age of the customer, and transforming the customer experience (Cx) is one of five critical market imperatives that companies need to shift toward customer obsession." Rather, personalization is the means to drive revenue.

What CMOs Really Think About Account-Based Marketing

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There’s no doubt that today’s B2B CMOs are taking a growing interest in account-based marketing. As part of that survey, the research sought to discover how essential ABM is to B2B marketing leaders and where they see ABM fitting into the marketing programs of tomorrow. A few noteworthy discoveries include: For today’s B2B CMOs, ABM is not optional.

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.

Data Driven Marketing: 7 Trends To Change Your Customer Relationship

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B2B & B2C converging : B2C marketing teams are starting to apply relationship strategies long used by B2B. In the meantime, B2B marketers are learning from B2C and using retargeting and other techniques to get to the leads as part of their cross-channel campaigns. 5. Your company can either put the customer at the center of the strategy or become ancient history.

4 Ways to Battle the Content Marketing Paradox

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Sometimes It’s Good to Play Games The Content Marketing Institute recently found that 71% of B2B marketers use white papers, while 82% use case studies—and for good reason. We’ve long suspected it, but now there’s proof; the more glued we become to our devices, the less we’re actually engaging with content. Here are the best ways to beat the paradox: 1.

Content Not Getting Enough Love? Try These 5 Easy Fixes

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In fact, 60% of B2B marketers say that producing engaging content is their top challenge. The Content Marketing Institute reports that 71% of B2B marketers use white papers in their marketing strategies with an average of 13 per company. It’s no secret that marketers are attention seekers, at least when it comes to content. However, many are falling short. Have Fun!

5 Mobile Insights That Will Change How You Market to Millennials

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She began her career as a marketing copywriter and has since gained experience in SEM and content strategy for both B2C and B2B organizations. Everywhere you go, millennials are looking down at their phones. The grocery store, the bus, and don’t get me started on the movies. The question is: what are they really doing with their heads down, thumbs furiously typing and swiping?

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Avoid these 10 Marketing Automation Rookie Mistakes

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Yet according to SiriusDecisions 85% of B2B marketers using a marketing automation platform feel that they’re not using it to its full potential. If your company is considering marketing automation or you have recently implemented it, you are not alone. Clearly, a lot of marketers are going to be very new to this. They need to get buy in from marketing, sales and IT. Lead Scoring.