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The Big Myth About Buyer’s Journey in the Digital Age

The Effective Marketer

Last week I attended a webinar presented by SiriusDecisions and Alinean titled “ SiriusDecisions Interview: Death of the B2B Sales Rep? ”. If you know anything about SiriusDecisions these guys are the top analysts when it comes to B2B sales and marketing. Content Marketing Sales Enablement Alinean b2b marketing content marketing sales enablement siriusdecisionsquestion.

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2013 B2B Content Marketing Awards

The Effective Marketer

Runner-Up : Verizon Wireless, Verizon B2B SMB Digital Lifecycle Series. Content Marketing awards b2b btob online content marketing In the October edition of the BtoB Online Magazine, a series of companies were showcased in what they call the 2013 Content Marketing Awards. Category: Integrated. Winner : Xerox Corp., for Healthcare thought leadership. HealthBiz Decoded  ( [link] ).

The 7 Deadly Sins of Product Demos

The Effective Marketer

We have all seen how online demos for B2B SaaS products can become terrible hour-long sessions that don’t lead to any interesting conclusion and it might be time to re-evaluate how your own sales reps are handling their own demos. Product Marketing Sales Enablement Uncategorized b2b demos saas sales enablementMy newest post on Medium covers what you may consider the seven deadly sins of product demos. The full article is here:  https://medium.com/@danielkuperman/product-demos-that-dont-suck-46b33317d8f4#.yrgg4z958. yrgg4z958. Enjoy! View story at Medium.com.

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How to Get Sales and Marketing on the Same Page

The Effective Marketer

They specialize in B2B with clients in industrial niches from credit card mobile processing to machine knit fingerless gloves. This is a guest post by Brad Shorr. Internal struggles between sales and marketing are commonplace in organizations of all sizes. Sales and marketing can make beautiful music together in the form of more leads and sales! Problem 1: Political Infighting. Work On It.

B2B Loyalty, The B2C Way

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

Content Marketing is the New PR

The Effective Marketer

While the key mission for Public Relations in most B2B companies is still related to brand recognition and market credibility, the increasing role of content marketing in assisting PR with such efforts is now being seen as critical at most leading companies. Content Marketing Leaders and Followers. 12% growth in year-over-year company revenue (vs 3.5% for followers). The Changing Role of PR.

A Buyer Persona Template for the B2B Marketer

The Effective Marketer

Buyer Personas for the B2B Marketer. While buyer personas have a long history  (starting to be widely publicized in the early 90′s), what I’ve seen from all the templates that I could find is they are mostly focused on the B2C market adding strong emphasis to demographics, which in the B2B world are not as relevant as say, the person’s title or role in the purchasing process. Another interesting development that is shaking the B2B space is the increase influence of social media in buying decisions. Infrastructure. Process Planning. Program Execution.

Marketing Automation Catching On Fire

The Effective Marketer

Marketing Automation Software Guide published a  B2B Marketing Automation market map that shows a few other players I ignored for the timeline above, like SAP and Oracle because although they do have marketing automation capabilities it is not their core business (and I don’t agree with tagging Salesforce.com as a marketing automation solution). Some have even suggested that marketing automation market is floundering , but it is such a new market and offering that is innevitable to have doubts, especially with these many vendors in the space. What do you think ? Keep going!

How to Build a Content Development Plan for Your Site

The Effective Marketer

They specialize in niche, middle market B2B industries such as video broadcast equipment and gloves for electrical work. Note: this is another great guest post by Brad Shorr. See his bio at the end. Have you ever visited a website that looked like a teenager’s bedroom – content strewn about everywhere, overflowing with information yet impossible to find what you’re looking for? This often happens when a firm fails to make a long-term content development plan a component of its new site launch. All visitors leave with an impression that the firm is as disorganized as its site. Services.

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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.

The Rise of the Content Marketer « The Effective Marketer

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking The Rise of the Content Marketer Content Needs a King I know I don’t have to argue the value of content to readers of this blog. With the change and addition of new marketing channels, marketers now see themselves more as content creators than anything else. And scary?

Why Sales and Marketing Don't Get Along « The Effective Marketer

The Effective Marketer

In their “ CMO Perspectives on B2B Marketing Automation &# this challenge for high quality leads is shown as having increased from 69% in 2009 to 76% in 2010. B2B Marketing Summit Shows Old Problems Persist This entry was posted on Thursday, March 24th, 2011 at 9:00 am and is filed under Lead generation , Marketing Automation , Marketing Budget , Marketing Management.

6 Content Marketing Channels Missing From Your Plan

The Effective Marketer

In the B2B world this is a lost opportunity, because you could be sending quality content with your invoice (or on the invoice itself) that might get the customer’s attention and continue building trust. Although much deserved attention is given to Blogs, eBooks, Webinars, Data Sheets, Press Releases, Videos, and other typical channels when talking about content creation, you shouldn’t forget to include the following touchpoints in your content marketing plan. 1. Customize the message for each department. Bonus points if you send content that makes the customer smile.

Upcoming Marketing Conferences « The Effective Marketer

The Effective Marketer

MarketingSherpa B2B Marketing Summit Boston 09/26-27 Boston, MA MarketingSherpa B2B Marketing Summit SF 10/24-25 San Francisco, CA Dreamforce 2011 August 30-Sept 2 San Francisco, CA BlogWorld Expo October 14-16 Las Vegas, NV Conferences abound, but they are a great way to learn new things, network, and more importantly get out of the office and focus for a couple days. You’re note alone. A few good events have come and gone, like the Digital Marketing Forum , MarketingSherpa’s Email Marketing Summit , and the Email Evolution Conference and I completely missed them.

A Brief History of Marketing

The Effective Marketer

It completely ignores the rise of Fax machines, for example, which were used for B2B outbound marketing until email came along (and also until the Junk Fax Prevention Act was passed in 2005). Other I was made aware of the new infographic “ The Evolution of Marketing Automation ” by Jaclyn from BlueGlass , the company that worked on it for Marketo. It provides you an interesting look back through time showing some key moments in marketing history and, of course, it ends with the advent of marketing automation. Maybe I am being too picky. What do you think?

The B2B Marketer's Field Guide To Customer Engagement

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

Email Design Review Gallery « The Effective Marketer

The Effective Marketer

Reply B2B Email Design – Gallery 2 « The Effective Marketer says: March 17, 2010 at 12:22 pm [.] The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Email Design Review Gallery Are you tired of what your marketing emails look like? Are you in search of inspiration? Or just want to see what’s out there?

Content Quantity Versus Quality

The Effective Marketer

Content Marketing Marketing Strategy b2b marketing content marketing content strategy hobbitHow much content is too much content? Take a look at the picture. This is from a local bookstore here where I live in Mountain View. The tower of Hobbit books. Keeping Your Content Fresh. All the ideas start flowing and the great topics that will make prospects notice the new product being launched.

How to Include Webinars in Your Content Plan

The Effective Marketer

The same result was voiced by Focus Research , pointing to webinars as one of the most valuable tools for B2B marketers. Supporting this sentiment, MarketingSherpa puts Webinars again at top three most effective lead generation tactics. All Webinars Are Not the Same. Problem is, knowing that webinars are a good tool to have in your marketing arsenal is not enough. What: Customer training.

Email Adoption High But Lacking Best Practices

The Effective Marketer

A Forrester Research “ How US Maketers Use Email &# Report sheds some light into the use of email by B2B and B2C companies. In the B2B space, adoption at 71% is also very high but different from their B2C counterparts, 16% of B2B companies don’t plan on using it within the next 12 months. Best Practices in Email Marketing. Marketing Budgets and Email Effectiveness.

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.

Best Practices for Webinar Landing Pages

The Effective Marketer

Webinars are a great way to generate leads in the B2B world because not only of the fact that you will have a captive audience for the duration of most of the presentation, it also yields a ton of content possibilities. But what good is all the work in putting together a nice webinar if your registration rates suck? The problem could be with your webinar registration or landing page.

2013 B2B Content Marketing Awards

The Effective Marketer

Runner-Up : Verizon Wireless, Verizon B2B SMB Digital Lifecycle Series. Content Marketing awards b2b btob online content marketing In the October edition of the BtoB Online Magazine, a series of companies were showcased in what they call the 2013 Content Marketing Awards. Yes, for you to be considered you have to submit (or your agency submit for you) a nomination form which means not all companies that have great content are actually considered but it is nevertheless an interesting lineup of companies and content assets they produced. Category: Integrated. Winner : Xerox Corp.,

The New Rules of Lead Generation: Book Review

The Effective Marketer

It would have been better, however, if he also had introduced the reader to the SiriusDecisions demand waterfall model that is becoming prevalent in larger B2B organizations and a key component in any discussion about lead generation tactics. I was fortunate to receive a copy of “ The New Rules of Lead Generation “, by David T. Scott, for review. The author, David T. Measure.

Your Marketing Focus

The Effective Marketer

Content Marketing b2b content marketing marketing challenge marketing focusWhether you have 5 or 50 people in your marketing team odds are that the demands for more whitepapers, a new website redesign, additional email campaigns, and overall more content creation are increasing. How do you do it? The answer is focus. What’s wrong with this approach? It misses the point entirely.

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 Get Their Stories Straight

The Effective Marketer

The interesting thing is that according to a recent survey by the Content Marketing Institute ( B2B Content Marketing – 2014 Benchmarks, Budgets, and TrendsNorth America ), although 93% of B2B marketers report using content marketing as part of their marketing strategy, only 42% of B2B marketers say they are effective at content marketing. Content Marketing Marketing Strategy b2b content creation content marketing storytelling When you look at the challenges marketers face when creating content, the same survey shows the top three as being: Lack of time.

B2B Marketing Summit Shows Old Problems Persist

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking B2B Marketing Summit Shows Old Problems Persist So it seems MarketingSherpa’s B2B Summit 2010 is over and from what I read in their wrap up post , the same old problems plaguing marketers for the last 5 years are still here today. United States License.

B2B 2

B2B Marketers Hold Off on Killing Traditional Media

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking B2B Marketers Hold Off on Killing Traditional Media And so from the looks of it, according to the latest chart from MarketingSherpa, traditional marketing venues such as trade shows and advertising are still in play today and will be for the next year.

Marketing Events You Can’t Miss

The Effective Marketer

Trade Shows and Events b2b marketing conferences infographic marketing events marketo trade showIt seems Marketo has a nicer way of presenting Marketing Conferences. I did a post back in February listing upcoming marketing events but I have to agree a nice graphic is so much better! Check out below.

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

B2B Email Design – Gallery 2 « The Effective Marketer

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking B2B Email Design – Gallery 2 Last week I started an email design gallery containing a series of HTML emails I received. The emails in these galleries are mostly B2B marketing in nature, but the design principles can be applied to B2C as well. Short copy.

Content Marketing is the New PR

The Effective Marketer

While the key mission for Public Relations in most B2B companies is still related to brand recognition and market credibility, the increasing role of content marketing in assisting PR with such efforts is now being seen as critical at most leading companies. That is the title of a recent Aberdeen Group report, Publish or Perish: Content Marketing is the New PR, which you can download for free (registration required) here. Content Marketing Leaders and Followers. 12% growth in year-over-year company revenue (vs 3.5% for followers). The Changing Role of PR. Recommended Actions.

A Brief History of Marketing

The Effective Marketer

It completely ignores the rise of Fax machines, for example, which were used for B2B outbound marketing until email came along (and also until the Junk Fax Prevention Act was passed in 2005).Other I was made aware of the new infographic “ The Evolution of Marketing Automation ” by Jaclyn from BlueGlass , the company that worked on it for Marketo. It provides you an interesting look back through time showing some key moments in marketing history and, of course, it ends with the advent of marketing automation. Maybe I am being too picky. What do you think?

The Science of Email Marketing « The Effective Marketer

The Effective Marketer

How many B2B vs. B2C companies, industries, and even job titles. It’s easy to say that B2B and B2C email patterns are similar, but without seeing the data underlying that assumption I’m very skeptic. Slides should be available for download soon here. billion emails sent. like Dan’s presentation for its brevity and focus on key action items based on solid data.

The Importance of Content Continuity

The Effective Marketer

Content Marketing Marketing Planning article b2b blog content continuity content creation content marketing ebook Viral Marketing whitepaperIf good content marketing equates to telling a good story, then content continuity is getting that story to become memorable. Let me explain. When you create a piece of content, why stop at the first distribution channel? Sure you can re-purpose the content so that it will be used at another channel but content continuity means more than simply taking the content and fitting it in another medium. Why is this distinction important?

Flip the Funnel Book Review « The Effective Marketer

The Effective Marketer

Segment and Treat Customers Differently Although the methodology varies based on your industry and whether you are a B2B or B2C company, the big picture is clear. What’s the verdict?   Buy the book. OK, now the explanations and caveats. If you haven’t read much about customer service or if marketing isn’t your background, then the book will be a good starting point.

How Success is Misunderstood

The Effective Marketer

If you are a blogger and your readers are software entrepreneurs, you can’t really expect that the bag of tricks used to attract social media consultants will work the same way. A B2B company applying tactics used by B2C companies can be very successful but only after some necessary translation is done. Number of leads generated? Amount of sales or deals closed? United States License.

Marketing Content That Sells

The Effective Marketer

That reminds me of what I see when I visit most B2B companies’ websites. In the B2B marketing space this is notorious. The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Marketing Content That Sells When talking with lead nurturing and marketing automation vendors they all make it seem very easy.

The Danger of Email Marketing Benchmarks « The Effective Marketer

The Effective Marketer

work for a B2B software company and we do regular email blasts. Comparing Apples and Airplanes You know that comparing different industries is irrelevant and that emailing B2C is nothing like B2B, but when you see reports that paint a good or bad picture about how email is doing in your industry, you tend to look at it carefully. Our open rates average 30%. Is this good?