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Three Ways Data-Driven Marketing Improves Performance

Marketing to Business Executives Blog

According to a survey just completed by ITSMA and Patricia Seybold Group , today’s B2B marketers recognize the importance of data-driven marketing.  So what?  Well, now we have statistically significant findings supporting that view. . That’s hard data that associates leadership in data-driven marketing with market and sales performance increases.  The cost of darkness (i.e.,

The Role of Context in Curation: B2B Marketers Take Note

Marketing to Business Executives Blog

Every B2B marketer should read Arnold Waldstein’s thoughtful post entitled, “ Context, not content, is king.&#   The context he describes is exactly what B2B marketers need to provide in their content curation.  He points out that, “Few of the curation platform players seem to understand that content without dynamic context is really neither interesting nor that valuable.&#. This is the challenge for the B2B marketer:  pick the topics/issues that keenly interest a particular audience and provide a point of view that keeps bringing them back.  Neither do I. 

Ten Use Cases for Content Curation in Marketing

Marketing to Business Executives Blog

Marketing to Business Executives Blog B2B Marketing Strategies that Work Home About Home > Content curation , Content marketing , Social media management , Thought leadership > Ten Use Cases for Content Curation in Marketing Ten Use Cases for Content Curation in Marketing 01/12/2011 Marketing to Business Executives Leave a comment Go to comments Content curation offers the promise of addressing both information consumers’ and marketers’ challenges in taming the flood of digital information.  But as I look at the vendor landscape it is apples and oranges.  Reduce costs. 

“Curation” gets six tweets per hour…right now!

Marketing to Business Executives Blog

Marketing to Business Executives Blog From Insight to Action in B2B Home About Home > Buyer behavior , Content curation , Content marketing , Customer knowledge , Thought leadership > “Curation&# gets six tweets per hour…right now! “Curation&# gets six tweets per hour…right now! Tweets per hour and the “sparkline&# of tweet history is shown for each story. 

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Contents GOING LONG: HOW 5 B2B TECH BRANDS BUILT VALUABLE AUDIENCES THROUGH HIGH-QUALITY, LONGFORM CONTENT CONTENTLY3 Brands aren’t just publishing. Thirty-one percent identified as B2B marketers, 18. 49 percent work across B2B and B2C businesses. marketing in B2B tech, even major brands like. B2B marketers. for B2B marketers than for B2C marketers. little.

Eqentia content curation gives control to information consumer.

Marketing to Business Executives Blog

Leave a Reply Cancel reply Games as Content in B2B Marketing RSS feed Google Youdao Xian Guo Zhua Xia My Yahoo! However, many platforms assume that the curator’s interests and the interests of the information consumer are perfectly aligned when, in fact, that may not be the case.  Eqentia doesn’t make that assumption perhaps because it was built for business professionals.  Eqentia

B2B battleground for content curation « Marketing to Business.

Marketing to Business Executives Blog

Aggregage ) vendors are coming on the market with B2B as their primary focus.  The B2B marketer, like, publishers, need search and filtering that yields a quality collection of items (blog posts, articles, tweets) from which the curator can work efficiently.  And new (e.g., HiveFire ,  CIThread ) or re-branded (e.g., What will it take to succeed?  These need curation too. 

Why Marketers Invest in Technology: Survey Results

Marketing to Business Executives Blog

In today’s B2B buying environment, marketing can not be effective in driving demand, building brand, or charting strategies for future growth without technology.  First a few details on the 107 survey respondents: Large B2B companies (half over $1 billion in revenue). So, in a recent survey conducted by Patricia Seybold Grou p and ITSMA , I asked. There is no time to waste.

Top Two Areas of Struggle in Marketing Automation Implementation

Marketing to Business Executives Blog

The key question is:  WHERE DO YOU FOCUS? I’ve started to explore that question with major suppliers of enterprise platforms for B2B marketing automation and show in the chart below the skills, processes and organizational practices at which less successful customers struggle the most.  So you’re in the market for a marketing automation platform.  The results aren’t there.

Evangelizing a Content Marketing Program

Consider: Content Marketing on the Rise &86% B2B Marketers are now using content marketing in. strategic fashion 77% B2C Marketers 76% 69%& B2B Marketers are creating more content than they. report, only 21 percent of B2B marketers say that they’re. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 4 II. brands.

Today’s Rant: Why Marketing is Harder — and More Fun

Marketing to Business Executives Blog

Filed under: B2B marketer's job , Business management , Core marketing skills. B2B marketer's job Business management Core marketing skillsA salesperson who is face-to-face with a prospect can vary his or her dialogue to accommodate the prospect’s needs and interests.  The salesperson knows the company size, location and industry as well as the prospect’s role and stage in the buying cycle.  She can assess the prospect’s level of knowledge and fill in gaps.  Most importantly she can use the prospect’s responses to guide the discussion. Leadership matters.

New Research on Why CRM Fails…Also Lessons for Marketing Automation

Marketing to Business Executives Blog

Filed under: B2B marketer's job , Business management , Customer knowledge , Governance of the marketing function , Marketing technology , Uncategorized Tagged: Customer relationship management , Marketing , Marketing automation. B2B marketer's job Business management Customer knowledge Governance of the marketing function Marketing technology Uncategorized Customer relationship management Marketing Marketing automationThe four key insights that the authors drew from their research are equally applicable to marketing automation.  Enough of the left brain/right brain argument. 

Who cares about marketing data?

Marketing to Business Executives Blog

Filed under: B2B marketer's job , Business management , Governance of the marketing function , Marketing measurement. B2B marketer's job Business management Governance of the marketing function Marketing measurementIn a recent survey conducted by Patricia Seybold Group and the Information Technology Services Marketing Association ( Survey on Data-Driven Marketing, March 2011 ), more than 100 marketers reported what types of marketing data most interested heads of other departments.  Type of Data. Top Choice For: Customer Data. CEO, COO, BU leader, Service leader. Sales leader.

7 not 3… actions for marketing automation implemenation success

Marketing to Business Executives Blog

Jeff Ernst from Forrester has just come out with a new report, “B2B Marketers must Prepare Better for Marketing Automation,&# that raises a critical issue but doesn’t go far enough.  He points out that marketers, “… need to prepare for the use of the technology by having 1) a lead-to-revenue process model to automate; 2) content to support the message and responses; and 3) a marketing organization that is ready to support the technology.&#  . Without question this is true.  Agree on the end-to-end lead management process. Have a champion in senior management.

Content Methodology: A Best Practices Report

benchmark report, 76 percent of B2B marketers and 77 percent of B2C marketers. and over half of both B2B and B2C marketers are not clear on what a successful. The Drum named the Best B2B Content Marketing of 2015. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. Definition II. Why a Content Methodology Is Needed III. the stories.

5 Reasons for Low Adoption of Marketing Technology and How to Move Forward

Marketing to Business Executives Blog

Filed under: B2B marketer's job , Business management , Core marketing skills , Marketing measurement , Marketing Technology Ecosystem Tagged: Business , Marketing , Technology. B2B marketer's job Business management Core marketing skills Marketing measurement Marketing Technology Ecosystem Business Marketing TechnologyMany of the technologies that comprise the marketing technology ecosystem  have been around since before the shift to customer control of the buying process, a shift that has made technology essential to marketers.  Lack of, or delayed, IT support.

Marketing: The New Finance…with a technology ecosystem to support it

Marketing to Business Executives Blog

Filed under: B2B marketer's job , Business management , Content marketing , Customer knowledge , Governance of the marketing function , Marketing technology , Marketing Technology Ecosystem Tagged: Adobe Omniture Summit 2011 , Ecosystem , The New Finance. B2B marketer's job Business management Content marketing Customer knowledge Governance of the marketing function Marketing technology Marketing Technology Ecosystem Adobe Omniture Summit 2011 Ecosystem The New FinanceThink about it. Finance tracks the value chain of the business. It’s important, but mostly inward facing.

How do you involve your experts in social media?

Marketing to Business Executives Blog

Filed under: B2B marketer's job , Content curation , Content marketing , Customer knowledge , Social media management Tagged: ConnectedN , Marketing , Patricia Seybold Reports , Peter Drucker , Publishing , Social media. B2B marketer's job Content curation Content marketing Customer knowledge Social media management ConnectedN Marketing Patricia Seybold Reports Peter Drucker Publishing Social mediaMarketers need to “know their customers so well that the product or service sells itself,&#   as Peter Drucker said. From whom does the customer want to hear? Not the marketer. 

Evidence:the heart of your business (and marketing) plan.

Marketing to Business Executives Blog

Share this: Email Print Facebook Share Digg Reddit StumbleUpon Categories: B2B marketers job , Business management , Core marketing skills , Customer knowledge , Marketing measurement Tags: Business plan , Getting to Plan B: Breaking Through to a Better Business Model , John Mullins , Randy Komisar Like Be the first to like this post. Read the book for some great examples.)

Content Marketing Playbook: Strategy and Roadmap

According to CMI’s 2015 report, just 35 percent of B2B or- ganizations and 27 percent of B2C organizations have a. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. conference.

Content marketers: throw out your editorial calendar!

Marketing to Business Executives Blog

Read more about content curation at a curated site focused on B2B content curation and in my  reports for Patricia Seybold Group. The first recommendation in Accenture’s publication, Social Media:  Rewriting the Rules on Content Management , is to throw out your editorial calendar.  Shocking!  Shocking!  Isn’t the editorial calendar the tool you use to keep a regular flow of relevant content moving out to constituents?  Doesn’t it drive your budget, assignment, and approval cycles?  The calendar ignores today’s news and recent developments.

Sorting through content curation options

Marketing to Business Executives Blog

Marketing to Business Executives Blog B2B Marketing Strategies that Work Home About Home > Content curation , Content marketing , Lead management , Marketing technology , Social media management , Thought leadership > Sorting through content curation options Sorting through content curation options 01/13/2011 Marketing to Business Executives Leave a comment Go to comments Let’s say you are serious about establishing a thought leadership position in an area of keen concern to your customers.  There are dozens of content curation tools out there.  Let me know what you think.

Three Things Smart B2B Marketers Will be Doing in 2016

Webbiquity

What will successful B2B marketers to be doing more of, or differently, in 2016? That question was recently posed to the expert contributors at the B2B Marketing Zone , and two dozen responded with a range of insights about content marketing, measuring results, employee advocacy, customer experience and other topics. Here are three key takeaways plus some additional musings.

33 Thought-Provoking B2B Social Media and Marketing Stats

Webbiquity

As noted in the 2016 B2B Marketing Trends report , B2B marketing strategies and practices are in the midst of significant change, driven by new technologies and evolving buyer expectations for more “consumer-like” experiences. These changes are affecting tactics, budgets, messaging, and metrics as illustrated in the compilation of B2B marketing facts and statistics below.

Stats 142

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.

New Chapter for the B2B Lead Blog

B2B Lead Generation Blog

You may have noticed the B2B Lead Blog has a new look. look forward to keeping up with the accelerating evolution B2B lead generation, demand generation, and marketing for the complex sale, and helping you do the same. Feel free to comment here or join me on the  B2B Lead Roundtable LinkedIn Group. You may have noticed the B2B Lead Blog has a new look.

Lead 78

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research.  And, most B2B executives may be unable to see or recognize the problem.  According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers. 

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. And, let’s not forget that B2B companies believe they may have 3-4 unique buyer personas. 

What Microsoft's Acquisition Of LinkedIn Could Mean For B2B Marketers

bizible

Microsoft’s acquisition of LinkedIn holds enormous potential for helping B2B marketers reach their audiences and improve revenue generation. Gmail Sponsored Promotions work well for B2B marketers given the ability to target specific domains and target business audiences that are constantly on email. B2B marketers may have a lot to look forward to. B2B Marketing

Staffing and Launching Your Content Marketing Program

What’s the Difference Between B2B and B2C Market- ing?” ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. Building an Editorial Calendar 20 V.

B2B Video Marketing Done Right

KoMarketing Associates

How can a good B2B video be characterized? Why is it a good idea to incorporate video into your B2B marketing? Categories of B2B video, with examples: Branding and Corporate Awareness. MarketingProfs: B2B Marketing Forum. B2B video is a gold mine of opportunity. The word these days is content. Start planning how to create video for your company now. Informative.

Video 97

8 Great LinkedIn Groups for B2B Marketers

KoMarketing Associates

It is no secret that LinkedIn is a valuable social media platform for B2B marketers. And according to the “LinkedIn Ads Benchmark Report Q3 2015” published by Marketing Mojo, 79 percent of B2B marketers said that LinkedIn was “effective” at generating leads. B2B Technology Marketing Community. B2B Sales, Marketing, Social Media & Lead Generation. Google Analytics.

Are you taking advantage of B2B marketing data?

Biznology

Frequent readers know that most of my marketing experience is B2B rather than B2C, and that virtually everything I do is data driven. So, perhaps you might think that I didn’t have much to learn when I picked up  B2B Data-Driven Marketing by fellow Biznology blogger Ruth Stevens and Theresa Kushner. No B2B marketer should be without this book. Wrong. Like this post?

B2B 104

Don’t Bore People: 10 Ideas for B2B Newsletter Content

Act-On

What’s the first thing you think when you hear “B2B newsletter”? Neither does most B2B marketing. B2B newsletters definitely don’t have to be dull – at least for their core, intended audiences. In order to give you a few ideas for how to make your newsletters worth reading, I’ve rounded up 10 ideas for B2B newsletter content. If you’re like most people, it’s boredom.

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.

What Every B2B Marketer Needs to Know About Readability

Act-On

B2B marketers have named a perennial problem with producing engaging content. In the Content Marketing Institute and Marketing Profs 2016 B2B Content Marketing Trends report , “Producing engaging content” was the #1 challenge marketers face. Improving readability is a particularly excellent opportunity for B2B marketers. Is the content you publish engaging enough? Typography.

B2B 114