Martech

JUNE 28, 2022

Marketers play a large, proactive role in the buying-selling process to generate revenue across the entire buyer lifecycle – from generating a new customer, to contract renewal, to solution expansion and cross-sell/upsell. B2B marketing expert Tony Zambito calls this the “ Great Buyer Resignation.” A reality check.

Marketing Automation Services 113

Marketing Automation Services Work Management Marketing Analytics Tools Marketing Attribution 113

Lake One

OCTOBER 11, 2023

Introduction to AI in B2B Sales and Marketing The most seasoned B2B salespeople have spent years working out the kinks in their processes, finding ways to procure data when most needed, and halting delays before they start. The Role of AI in B2B Growth Strategies AI fills the role of an over-eager, data-driven assistant.

Case Studies 75

Case Studies Case Study B2B Sales Studies 75

Heinz Marketing

DECEMBER 27, 2023

In this blog post, we’ll explore the vital metrics and analytical techniques that can help you measure and enhance the success of your content marketing strategies. The Role of Metrics in B2B Content Marketing First things first: Why bother with metrics?

B2B Marketing 63

B2B Marketing Top of Funnel Lead Ranking Planning 63

Contently

AUGUST 15, 2017

Yet in B2B marketing, there’s a reason they’re still incredibly popular. According to a report from market research firm Demand Metric, events are second only to email when it comes to the most effective B2B marketing tactics. It makes sense that there is still plenty of confidence in event marketing.

B2B 166

B2B Marketing Automation Services Landing Pages Emarketing 166

Only B2B

MARCH 27, 2024

B2B marketers spend countless hours crafting campaigns, social media posts, and targeted ads, all in the name of capturing potential customers. These stats underscore the importance that both marketing and sales teams agree on the definition and criteria for SQLs and SALs. Ah, the never-ending quest for qualified leads!

Sales Qualified Leads 71

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Ideal Customer Profiles 71

The Point

OCTOBER 26, 2010

Recently, Lauren Carlson of research site Software Advice wrote a very perceptive and timely piece entitled “ Tailwinds for Marketing Automation Software ” about the broader market trends that, in her view, are driving the increased adoption of marketing automation technology. The reason?

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 100

Adobe Experience Cloud Blog

JUNE 12, 2019

Account-based marketing (ABM) is not a new strategy, and you’ve most likely heard of it before. Account-based marketing spend is expected to increase by 41% in 2019, according to the 2019 Account Based Benchmark Report by Topo. But in recent years, ABM has seen a huge rise in popularity. So, what exactly is ABM?

Account Based Marketing 133

Account Based Marketing ABM Ideal Customer Profiles B2B 133

B2B Marketing Analytics

AUGUST 2, 2020

As though the ever-increasing expectations of the c-suite from marketing teams to demonstrate the quantifiable impact were not enough and now we are in these unprecedented times, which have further highlighted the need for marketing to be more data-driven and efficient with their investments.

Marketing Attribution 91

Marketing Attribution Resource Management Multi-Touch Attribution Analytics 91

B2B Marketing Directions

DECEMBER 18, 2016

By this point, most B2B marketers are well into their planning for 2017, and it appears that many marketers will have healthy marketing budgets in the coming year. Several research studies have found that a majority of marketers are expecting their budgets to increase in 2017.

Budget Management 40

Budget Management Spending Account Based Marketing Planning 40

Rev

JUNE 25, 2019

That’s B2B marketing in 2019 in a nutshell. . We’ve been inundated with process improvements, strategies, and marketing automation tools – there’s literally no shortage of things we can be doing. B2B offerings aren’t a hamburger, they’re Wagyu beef at the nicest steakhouse in town. Email Marketing.

Demand Generation Agencies 114

Demand Generation Agencies Demand Generation Top of Funnel Tactics 114

KEO Marketing

FEBRUARY 26, 2015

StrongView recently released the results of its 2015 Marketing Trends Survey, which indicated that the majority (61%) of marketers planned to increase spending on email marketing this year, making this the top target of increased marketing spending for 2015.

Budget Management 48

Budget Management Spending Email Marketing Budget Programs 48

Strategic-IC

MARCH 24, 2020

B2B marketers: what gets us through this? Strategic IC CEO, Alex Embling, outlines key elements that marketers should look at in light of today's extraordinary circumstances. This crisis is not a marketing opportunity that any brand should seek to capitalise on. What B2B Marketers Should Be Doing Now.

B2B Marketing 76

B2B Marketing Planning B2B Buyer Intent 76

Metadata

AUGUST 14, 2023

How does Metadata help performance marketers spend on the right stuff? Here lies the problem: Most B2B marketers attempt to reach buyers using the native ad channels —the same channels that force them to manage their budget at the campaign level (see below). What’s a budget group in Metadata?

Budget Programs 52

Budget Programs Paid Search Agency Optimization Ads 52

KoMarketing Associates

OCTOBER 20, 2013

I had the pleasure of attending MarketingProfs’ 7th Annual B2B Marketing Forum a couple weeks ago and feel grateful to have been surrounded by such a group of talented marketers, sharing their knowledge and experience in B2B marketing. On B2B Content Marketing. On Broader B2B Marketing Tactics.

B2B Marketing 120

B2B Marketing B2B Wikipedia Search Engine Marketing 120

The Point

FEBRUARY 28, 2023

Define up front the kind of system access needed to implement the program being funded: marketing automation, CRM, CMS, LinkedIn accounts, email templates, image libraries, etc. Don’t let last-minute security protocols prevent you from getting a campaign in market. *

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

Marketing Insider Group

AUGUST 30, 2019

The second definition is what we’re going to talk about here—what your marketing department’s strategy should be for making the most of the time, energy and dollars you allocate to marketing. The Most Effective B2B Marketing Strategies. Have a Formal Marketing Plan. Partner with a Marketing Agency.

Resource Management 100

Resource Management Work Management CMS Development Marketing Management 100

Full Circle Insights

JANUARY 11, 2022

With Journey Explorer, B2B marketers no longer have to wonder how a customer progressed through the sales and marketing funnel. The company offers multi-touch attribution, comprehensive funnel metrics and lead management technology.

Full Circle Insights 98

Full Circle Insights Multi-Touch Attribution Marketing Automation Services Lead Ranking 98

Marketing Insider Group

DECEMBER 13, 2011

One of the reasons I was thrilled to be asked to join the Focus B2B Marketing Year In Review round table was that it would allow me an opportunity to discuss my annual predictions for the coming year. First, I did some research and identified some of the top 2012 marketing predictions posts, listed below. Other Trends To Watch.

B2B Sales 100

B2B Sales Work Management Marketing Management B2B Marketing 100

Metadata

OCTOBER 6, 2021

When you hit the sweet spot of the right audience, right social channel, right ad and right offer, there really isn’t a better advertising medium for B2B. This B2B Paid Social Benchmark Report will give any B2B company the data, insights, and social media strategies to level up their social media ads. Which images work best?

Cost per Lead 78

Cost per Lead Paid Social Agency Advertising Benchmark CPL 78

Adobe Experience Cloud Blog

JUNE 12, 2019

Account-based marketing (ABM) is not a new strategy, and you’ve most likely heard of it before. Account-based marketing spend is expected to increase by 41% in 2019, according to the 2019 Account Based Benchmark Report by Topo. But in recent years, ABM has seen a huge rise in popularity. So, what exactly is ABM?

Account Based Marketing 58

Account Based Marketing ABM Ideal Customer Profiles B2B 58

Digital B2B Marketing

MAY 24, 2012

B2B marketing can quickly become complicated. Scoring leads, establishing marketing automation, building thought leadership, creating demand… it isn’t easy. Remembering the things dear Mom taught you before you were old enough for school will make you an infinitely better marketer. “MeMeMeMeMe!!”

B2B Marketing 100

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 100

Webbiquity

DECEMBER 1, 2010

MarketingSherpa recently released its 2011 B2B Marketing Benchmark Report. As MarketingSherpa notes, “Year after year, the greatest challenge that B2B organizations face is generating high-quality leads.&#. Perhaps more of these marketers should seek professional outside help in these areas. Want to know more?

Marketing Automation Services 100

Marketing Automation Services B2B Marketing Trends Planning 100

NetLine

JUNE 22, 2023

The pain B2B demand gen marketing pros experience whenever sales fails to act on leads or dismiss them prematurely can be quite painful. Sales, conversely, pulls its collective hair out whenever marketing overpromises and underdelivers on quality buyer-level information.

Validation 97

Validation Sales Qualified Leads Marketing Automation Services High Quality Lead 97

The Point

SEPTEMBER 15, 2015

A recent survey by content automation company TechValidate and B2B agency Spear Marketing Group provides useful insight into the content, tactics, and technologies proving most valuable for today’s B2B marketers. Video was named the content type that marketers project will be most essential in the coming year. •

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Tactics 100

KEO Marketing

OCTOBER 10, 2017

Digital marketing plans for 2018 will consume a large portion of most B2B companies’ entire marketing budgets. The ease of tracking and adjusting mid-campaign, the extensive reach, and the preference by consumers for digital communications, make digital marketing a high priority for 2018.

Marketing Budget Creation 54

Marketing Budget Creation Planning Marketing Plans Marketing Budget 54

The Point

MAY 30, 2014

Melnick posits his question largely on the basis of IDC research that shows the rate of growth in digital marketing spend amongst technology companies significantly outpacing the equivalent growth of digital marketing as a percentage of agency revenue. Helping clients achieve closed-loop demand generation.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

Metadata

OCTOBER 6, 2021

When you hit the sweet spot of the right audience, right social channel, right ad and right offer, there really isn’t a better advertising medium for B2B. This B2B Paid Social Benchmark Report will give any B2B company the data, insights, and social media strategies to level up their social media ads. Which images work best?

Cost per Lead 52

Cost per Lead Paid Social Agency Advertising Benchmark CPL 52

Engagio

NOVEMBER 16, 2023

Now more than ever, getting hyper-targeted using ABM / ABX as your go-to-market (GTM) approach is critical. One of the primary benefits of an account-based approach is better alignment between your sales and marketing teams. That’s one of the reasons we like to use the term ABX rather than ABM — it’s broader and more inclusive.

Account Based Marketing 71

Account Based Marketing Budget Programs ABM Marketing Analytics Tools 71

B2B Marketing Directions

MARCH 1, 2015

The Salesforce.com survey included a nice balance of B2B and B2C participants. Fifty-six percent of the respondents were from B2C companies, and 44% were affiliated with B2B enterprises. The survey found significant similarities in the viewpoints of B2B and B2C marketers, but the results also revealed a few interesting differences.

B2B Marketing 40

B2B Marketing Salesforce.com Planning B2B 40

Marketing Insider Group

AUGUST 10, 2020

We measured ROMI early on when we were piloting and building the case for ABM but have since moved away from that because the funding for ABM tactics comes from a number of sources, typically, rather than just Marketing spend. We use marketing automation to support nurture streams.

Account Based Marketing 327

Account Based Marketing ABM Work Management Marketing Management 327

ANNUITAS

MARCH 27, 2014

I once heard at a conference one of the speakers tell a room full of marketers “all you need is the desire to want to make it better, and you will.” Is success in today’s ever changing B2B buying environment really just a matter of want to? of CMOs feel that they can prove the short-term impact of marketing spend quantitatively.

Demand Generation 100

Demand Generation Demand Generation Terms and Conditions 100

Adobe Experience Cloud Blog

SEPTEMBER 21, 2016

Everyone talks about the importance of tracking data and making decisions based on it, but no one tells you how to do it and what a data-driven marketing organization looks like. Here at Marketo, the marketing operations team owns all things data–cleaning our lead database, appending data from 3 rd party sources, and segmenting our data.

Lead Ranking 48

Lead Ranking Top of Funnel Marketing Qualified Leads B2B Marketing 48

Adobe Experience Cloud Blog

NOVEMBER 15, 2012

by Jon Miller A common question I hear from marketers is “I already have a CRM system (e.g. salesforce.com, Microsoft Dynamics CRM), so why do I need marketing automation ”? Many CRM systems have a module for marketing. Architecture of Marketing Automation versus CRM. Marketing Automation.

Marketing Automation Services 48

Marketing Automation Services Enterprise Management Work Management Marketing Management 48

ActiveDEMAND

JUNE 8, 2022

Marketing agencies will have bigger teams of specialists who will build better-performing Google Ads campaigns, build websites, and handle more complex marketing tasks like analytics and senior living marketing automation deployment. What works best for you?

Advertising Agencies 94

Advertising Agencies Paid Search Agency Planning Work Management 94

Full Circle Insights

SEPTEMBER 12, 2022

Account Based Marketing, commonly referred to as ABM, has taken the B2B marketing world by storm. According to HubSpot , 70% of marketers reported using ABM last year, which is a 15% increase from the prior year. What is Account Based Marketing? The benefits of Account Based Marketing. Download eBook.

Account Based Marketing 98

Account Based Marketing ABM Full Circle Insights Ideal Customer Profiles 98

ANNUITAS

SEPTEMBER 30, 2014

I once heard at a conference one of the speakers tell a room full of marketers “all you need is the desire to want to make it better, and you will.” Is success in today’s ever changing B2B buying environment really just a matter of want to? of CMOs feel that they can prove the short-term impact of marketing spend quantitatively.

Demand Generation 100

Demand Generation Demand Generation Peer-to-peer 100

Navigate the Channel

DECEMBER 1, 2023

Lead scoring In B2B marketing, predictive analytics can assign scores to leads based on their likelihood to convert into customers. Customer relationship management (CRM) systems, including Salesforce and HubSpot, aid in customer data management and segmentation.

Marketing AI 65

Marketing AI Lead Ranking Analytics Work Management 65