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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. 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. 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.&#. 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. Support mission.

“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.

Secrets to Successful B2B Webinars

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

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! A few thousand white collar professionals, from salespeople to researchers, use the system to find relevant content and make it available for consumption and distribution. Eqentia doesn’t make that assumption perhaps because it was built for business professionals.

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

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. You spent the money and maybe put your career on the line. No one is happy.

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.

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. As I described in my post earlier this week , there are seven priorities for B2B marketers considering marketing automation and all of them should be started before a system selection is made. Without question this is true. But there is more. In rough order of priority, the seven steps are: Establish clear objectives, performance measures, and metrics.

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 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.)

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.

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! 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? Accenture’s point is that editorial calendars are based on push rather than pull marketing.

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.

Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

B2B companies are faced with the most transformative era in business history. The scale of disruption will mean the B2B buyer and seller dynamic will continue to be rocked. It is safe to say that no industry or B2B markets will go without some form of disruption affecting buyers and buying behaviors. Illustration by Gregory Cresnar. A Time For A Reboot. Rebooting.

How to develop buyer personas for B2B marketing

Tomorrow People

Creating buyer personas is a powerful way to build the audience understanding every B2B marketing department needs for success, and an essential part of your campaign research. b2b promotional campaigns buyer personas

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

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.

Agile Marketing in B2B

Buzz Marketing for Technology

Agile Marketing Content Marketing Innovation Strategy agile marketing B2B Marketing ITSMA Lean Processes MEA Awards Platinum Marketing Excellence AwardAgile marketing increasingly is being recognized as a powerful key to content effectiveness. Buyer interest and trends can change in the blink of an eye, in particular as social and other media drive the news. The quick or the dead.

B2B Marketing: Top 100 Twitter Influencers

Onalytica B2B

70% of B2B marketers are creating more content than they did one year ago. This data comes from the 2015 B2B Content Marketing Trends report from the Content Marketing Institute and MarketingProfs. So B2B marketers are furiously creating more content. Top 100 B2B Marketing Twitter Influencers. B2B Marketing. Really B2B. We’re here to help! 75.32.

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.

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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

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.

B2B Content Marketing: Will Video Kill eBooks?

B2B Lead Generation Blog

Like a lot of B2B companies, the Act-On team was using eBooks and live-casting webinar videos to drive a high volume of the leads. The Most Successful B2B Companies Are Using Video. If you want to see what the future of B2B marketing is, look at software companies. B2B Marketing: 3 reasons for adopting video content into your marketing mix. And no wonder. “We

Video 124

New Buyer Insights Needed To Unlock Growth In An Era Of B2B Digital Transformation

Tony Zambito

Many B2B firms today are either severely lacking in buyer insights or are led to believe the buyer intelligence they obtain is relevant to buyer insights. B2B companies may have to come to grips with the fact they are living in their own digital information bubble. The digital revolution in B2B is creating new ecosystems. Illustration entitled Insight by Yu Luck. Consider this.

2017 State of B2B Digital Marketing

Type A Communications

February 16, 2017 by Carla Johnson B2B marketers are finally getting a handle on some big digital challenges. That’s the message from DemandWave’s recently released 2017 State of B2B Digital. Marketing Sales 2017 B2B Carla Johnson DemandWave digital marketing Trends Type A Communicationsread more.

A Content Formula for Complex B2B Organizations

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

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

Importance Of B2B Ethnography Grows In The Digital Economy. In order to see how behaviors and interactions are changing, CEOs and CMOs will need to embrace B2B ethnography. The use of ethnographic research can be especially valuable for companies engaged in complex B2B marketing and long sales cycles. Redefining The Meaning Of Buyer Understanding.

B2B Copywriting: 5 Common Terms & Phrases to Avoid

The Point

Here are my candidates for 5 common terms and phrases that every B2B writer should eliminate from his/her vocabulary: To Learn More. For more B2B copywriting tips, check out our infographic: “ 10 Commandments of Email Copywriting “ The post B2B Copywriting: 5 Common Terms & Phrases to Avoid appeared first on The Point. Why should I click on your ad? Submit.

What can B2B Marketers Adopt from Growth Hacking?

B2B Lead Generation Blog

What can you learn from growth hacking and how can it help you develop a mindset to better your B2B marketing? The post What can B2B Marketers Adopt from Growth Hacking? appeared first on B2B Lead Blog. Marketing Strategy B2B B2B marketing growth hacking marketing strategy optimizationHe also helps companies like Amazon, NBC, GM, HP and Viacom grow their revenue.

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Is B2B Lead Generation Really This Difficult?

The Point

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. At face value, it’s hard not to conclude based on this data that many B2B marketers are struggling to even measure lead generation success, let alone achieve it. Why is that?

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