[B2B, Companies] The radical NoMQL movement in content marketing
    with lead generation forms has been a staple of certainly B2B digital marketing over the past decade. For many companies, this is a primary feeder of marketing qualified leads (MQLs). So the circumstances for Drift make this more feasible for them than it might be for other kinds of companies. Say what? Really! Um, no.
    [B2B, Companies] Does Your Content Have Superpowers?
    According to a study by DDB Worldwide and Opinionway , 84% of a company’s fans are already customers. Successful content marketers generate content for use across multiple channels. A LinkedIn B2B Marketing blogging Demand Generation Facebook LinkedIn Marketing social media Twitter YouTubePowerful Stickiness.
  • ANNUITAS  |  THURSDAY, MAY 26, 2016
    [B2B, Companies] 3 Mistakes B2B Sales Leaders Make That Hurt Performance
    Much is written about how the role of the B2B marketers changed over the years due to the shift in the buying process. And while this is true, and has been mentioned more than several times here on the ANNUITAS blog, I see very little being written or spoken about the role of B2B sales and how their roles have changed. WHAT?!?
  • HUBSPOT  |  WEDNESDAY, MAY 25, 2016
    [B2B, Companies] A Simple Guide to Mastering the Basics of Effective Social Media Advertising
    Most marketers are presented with a chunk of their company’s marketing budget one day and told to “run some ads.” If your goal is to drive traffic and leads, top of the funnel content such as blog posts, free tools, or meatier content gated behind a lead generation form should be used. If you have, you’re one of the lucky few. Twitter.
  • ANNUITAS  |  TUESDAY, MAY 24, 2016
    [B2B, Companies] Avoiding The Predictive Analytics #Fail In Demand Generation
    *This post first ran in Demand Gen Report , April 19, 2016. We’re all running at the shiny object but not really thinking through what it means to really build and leverage predictive analytics as a component of outcome-based demand generation. Buyers buy, not companies. Everybody’s doing it, right? Probably not.
  • ACT-ON  |  TUESDAY, MAY 24, 2016
    [B2B, Companies] Demand Generation 101: 7 Tactics For Generating High Quality Leads
    Demand generation, aka “demand gen,” isn’t just about leads. Demand gen is about creating high quality leads that engage with your brand – and eventually turn into revenue. That’s where demand gen comes in. Successful demand generation programs aren’t just about the sheer volume of leads.
  • ACT-ON  |  TUESDAY, MAY 24, 2016
    [B2B, Companies] Demand Generation 101: 7 Tactics For Generating High Quality Leads
    Demand generation, aka “demand gen,” isn’t just about leads. Demand gen is about creating high quality leads that engage with your brand – and eventually turn into revenue. That’s where demand gen comes in. Successful demand generation programs aren’t just about the sheer volume of leads.
    [B2B, Companies] Polly Allen: Unleashed
    Polly definitely knows her way around the B2B marketing world. For more than 15 years, she has executed major integrated demand generation plans for a multitude of high-tech clients. We facilitated the design and execution of the company’s first e-newsletter to its database. You’re not alone! Read on to find out why!
  • KAPOST  |  MONDAY, MAY 23, 2016
    [B2B, Companies] 8 #SDSummit Case Study Sessions to Attend
    Whether you’re attending to discover new research, unveil new B2B innovations, or just to network with some of the best and brightest in B2B, this year’s summit is guaranteed to give you the insights you need to operationalize and grow your company strategy. Manager, Demand Generation, SolidFire (now NetApp).
  • VIEWPOINT  |  FRIDAY, MAY 20, 2016
    [B2B, Companies] Marketing Needs to Put Skin in the Game
    The mix should consist mostly of sales enablement, then demand generation, with less focus on awareness. Demand generation is typically the primary activity in the marketing mix, followed by enablement and then awareness. B2B Marketing Marketing & Sales Alignment B2B SalesTier 2: Inside Commercial Accounts.
    [B2B, Companies] B2B Content Marketing Strategy Should Focus on Developing Lead Intelligence
    In the context of digital marketing and demand generation, lead intelligence is the sales rep’s ability to predict high probability pain points that a prospect may have before trying to establish contact so that they may have a more fruitful consultative conversation. And then he went on to visit three more related pages on the site.
  • BIZIBLE  |  TUESDAY, MAY 17, 2016
    [B2B, Companies] The Data-Driven Marketer's Guide to SiriusDecisions Summit 2016
    Over 2,500 B2B marketing leaders are headed to Nashville for “SiriusDecisions 2016 Summit: The Art & Science of Intelligent Growth.” The “Art & Science” of B2B Marketing Attribution. To keep pipelines full and maximize close rates, organizations must rely on inbound and outbound demand strategies. Wednesday, 1:30-2:10pm.
    [B2B, Companies] Mi6 Agency’s Top Charts for May 2016
    This blog series is updated every week with charts that focus on: B2B sales and marketing, industrial technologies (no consumer stuff) and areas that we play in! didn’t buy the report so I can’t tell you what the B2B vs B2C split is nor whether they had the recipients identify their ROI measurement methodology. Week of May 2nd.
  • LEADERSHIP  |  FRIDAY, MAY 13, 2016
    [B2B, Companies] Interesting Infographics: When and How to Update Your Social Media
    Like everyone else, I follow a number of companies through my social networking accounts like LinkedIn. For B2B brands, posting during the work week leads to 14% higher engagement. LinkedIn: 94% of B2B marketers rate LinkedIn the top B2B social media lead generation source. Try not to post after 8pm.
    [B2B, Companies] Why Perfect Branding Isn’t Enough to Connect with Buyers
    Once upon a time, branding was an indispensable part of a company’s success in B2B sales. company with strong branding could distinguish itself from competitors in the mind of a buyer long before the sales pitch. Strong branding, which would announce a company as a player, is what made this partnership possible.
    [B2B, Companies] We know you don’t want to talk to sales people, so don’t.
    As most B2B sales people can attest to, the problem is that prospects will most likely misdiagnose their own problems and prescribe themselves the wrong solutions. B2B lead generation is all about conversions. Mike Vannoy, co-founder and COO of Sales Engine talks about how this has happened in the marketing automation industry.
  • AKOONU  |  WEDNESDAY, MAY 11, 2016
    [B2B, Companies] Akoonu’s New Content Inventory Feature and Expanded MA & CRM Integrations Help Fuel Effective Account-Based Marketing and Selling
    people are involved in today’s B2B purchase decisions. Whether you’re responsible for content marketing, demand generation, product marketing, or digital marketing, as a marketer you need to successfully understand and engage all the people involved in making a buying decision in an account. Company
  • ANNUITAS  |  THURSDAY, MAY 5, 2016
    [B2B, Companies] 3 Common Mistakes in Demand Generation
    Marketers are often eager to get started on the road to Demand Process Transformation℠. Three common mistakes can wreak havoc on demand generation planning, no matter how ready you think you are to move forward. Indeed, any company moving toward transforming demand generation must take all of these elements into account.
  • KAPOST  |  THURSDAY, MAY 5, 2016
    [B2B, Companies] Why B2B Content Marketers Are in Trouble: An Interview Carlos Hidalgo
    Last week, Carlos Hidalgo, author and CEO at ANNUITAS, self-published an open letter  on LinkedIn  pleading B2B content marketers to STOP creating content: Dear B2B Content Marketer: First let me say that I am one of you. Companies are creating content for content sakes. B2B marketers can and should do better. Wait, what?
  • THE POINT  |  TUESDAY, MAY 3, 2016
    [B2B, Companies] Salesforce “State of Marketing” Report: Better Happy Than Good
    There’s much useful information to be gleaned from the report, but my one major quibble comes from the term “high-performing.” In Salesforce’s defense, there’s little practical way to define high-performing marketing teams short of every company in the survey being able to report on the same metrics, preferably ROI.
  • KAPOST  |  TUESDAY, MAY 3, 2016
    [B2B, Companies] The Lead Gen Mistakes Marketers Are Making
    When it comes to lead generation, you may be unknowingly sabotaging your sales pipeline with these seven common lead generation mistakes. Pressed for time, better tools, and a focus on keeping up with the competition, organizations often fall back on a“checklist” of B2B tactics to keep skin in the game.
  • PUREB2B  |  MONDAY, MAY 2, 2016
    [B2B, Companies] Pure Incubation Ranked #29 Among Fastest Growing Companies in Massachusetts
    All of the companies on the list have posted a three-year revenue growth of at least 125%. These companies represent the best examples of the Boston economy’s strength and vibrancy,” Boston Business Journal Publisher and Market President Carolyn M. The company ranked #23 on Inc. We could not achieve this success without them.”.
  • BIZIBLE  |  THURSDAY, APRIL 28, 2016
    [B2B, Companies] Account-Based Marketing Measurement: Here's What You Need To Know
    And if you’re one of the 58% of B2B organizations who are already dipping their toes in ABM ( 2016 State of ABM ), you’re at least a little bit familiar with the growing ABM landscape and the challenges that come with it. Account-based marketing measurement is vastly different from demand generation measurement.
  • BIZIBLE  |  TUESDAY, APRIL 26, 2016
    [B2B, Companies] How Companies With More Than 100 Employees Measure Account-Based Marketing [DATA]
    Earlier this month we released the ABM Metrics Report , an analysis of how B2B marketers view their account-based marketing efforts -- the challenges, plans, and metrics they use to measure success. Today, we’ll break down the survey data to see specifically how companies with more than 100 employees measure ABM. ABM vs. Demand Gen.
  • BIZIBLE  |  MONDAY, APRIL 25, 2016
    [B2B, Companies] Bizible Joins The Account-Based Marketing Leadership Alliance
    The goal of this group is to demystify ABM technology and provide B2B marketers with education on how to create the right technology stack to scale and measure their efforts, something we care deeply about. Over the last year, interest ABM has soared. Just take a look at this Google Trends report from January 2012 to today.
  • ACT-ON  |  MONDAY, APRIL 25, 2016
    [B2B, Companies] 10 Very Smart People Weigh In on How to Rethink Marketing
    Companies rethinking their efforts to transform the customer experience should focus on linking the customer’s digital buying journey to outcomes that create business value. News Editor, Demand Gen Report & Marketing ID, @G3Brian. In b-to-b demand creation, I would banish the word “lead.” It wasn’t exactly a random survey.
    [B2B, Companies] Optimize Account Based Marketing for Revenue with Latest Bizible Release
    No matter where you look, account-based marketing (ABM) is the hottest topic for B2B marketers in 2016. SiriusDecisions recently discovered that while “92% of companies recognize the value in ABM, going as far as calling it a B2B marketing must-have, only 20% have had full programs in place for more than a year.”.
  • KAPOST  |  WEDNESDAY, APRIL 20, 2016
    [B2B, Companies] Want to Generate More Leads? Try These 6 Tips
    As we continue to see improvements in marketing automation, demand generation, and analytics, marketers are being held more and more accountable for generating leads. If you need to generate more leads in a true and tested way, here are a few tips on what you might be missing (or could be optimizing): 1. go crazy!
    [B2B, Companies] How to Match Your Content Strategy with the Buyer’s Journey
    Whether you’re writing about your imaginary friend in first grade or about a B2B product or service, it is critical to define the audience and then deliver the right content to that audience. The B2B content consumption stats are out there. However, creating content that satisfies B2B buyers’ appetites is no walk in the park.
  • SNAPAPP  |  MONDAY, APRIL 18, 2016
    [B2B, Companies] 15 Stats You Should Know About Marketing Technology Stacks
    As the tools within the stack work both together and individually, they help identify tactics that are driving new customers, converting leads, and helping companies overall bottom lines. The marketing tech industry has seen an average annual growth of 170%, increasing from 100 companies in 2011, to nearly 2000 in 2015. Conductor. 3.
  • KAPOST  |  MONDAY, APRIL 18, 2016
    [B2B, Companies] The Easiest Ways to Measure Marketing ROI
    Say what?  “ 17% of marketers in a Demand Metric study said they have no content effectiveness measurements in place, while 49% are using only basic metrics such as clicks or downloads.”. With B2B organizations struggling to manage value-add tracking and consistent processes, marketing becomes more of a gamble than a strategic investment.
  • INFER  |  FRIDAY, APRIL 15, 2016
    [B2B, Companies] Infer Partners with Terminus to Introduce Predictive Ad Targeting that Drives Advertising ROI through Top-of-the-Funnel Engagement
    Through this and other partnerships, Infer’s open platform delivers predictive advertising solutions that increase a company’s marketing return-on-investment by leveraging data science to optimize campaigns, targeting and budgets. Infer goes beyond just adding predictive scores into the mix of bidding signals for ad targeting. About Infer.
    [B2B, Companies] ABM Is the Greatest Thing Since Sliced Bread!
    Consider it the B2B version of “low fat.”. Julia Stead , director of demand generation at ABM-pioneer Invoca , said the “trendiness” of the account-based movement has been spurred by all of those emerging tech tools. For most companies, it still shouldn’t be 100 percent of your marketing strategy,” she added. Bandwagon.
    [B2B, Companies] 6 Reasons Your Content Marketing Isn’t Really Working
    Just because B2B companies are investing heavily in content marketing doesn’t mean that they’re successful at generating the leads they need for business growth. Additionally, 85% of the companies surveyed indicate that lead generation and sales growth was their primary objective for greater investments.
  • HUBSPOT  |  TUESDAY, APRIL 12, 2016
    [B2B, Companies] Should You Pay for Content Distribution?
    But, after vehement denial, mini breakdowns and tearful calls to our moms, we content creators have had to accept a difficult truth: Our talent alone isn’t always enough to generate leads. So millions of companies gave up and deleted their Facebook accounts. By selecting the right demand generation channels. What’s Next?
    [B2B, Companies] B2B Marketing Integration: 5 Ways to Work Better With Sales Departments
    When I worked in-house for a large client-facing B2B company, we often were frustrated at missteps and the lack of communication between the sales department and our department, which created marketing campaigns for clients. While I eventually left that company to work on my own, hindsight is, as always, 20/20. Set Expectations.
    [B2B, Companies] The buzz around account-based marketing at MarTech
    Predictive analytics vendors, which use machine learning to determine a company’s “ideal customer profile,” are surfacing best-fit accounts in addition to contacts. Further down the pipeline, when you are targeting specific accounts, you need to find the contacts at those accounts — because companies don’t buy, people buy.”.
    [B2B, Companies] Mi6 Agency’s Top Charts for April 2016
    This blog series is updated every week with charts that focus on: B2B sales and marketing, industrial technologies (no consumer stuff) and areas that we play in! SEE ALSO: Check out our February top charts post and look for: “B2B Marketers’ Top Demand Generation Priorities” and “Why B2B Buyers Report Stronger Relationships With Vendors”.
    [B2B, Companies] One Size Does Not Fit All
    Predictive vendors can seduce you with the promise of needing only one model to optimize your demand generation process. Outbound leads should be modeled using intent data and company fit, as they do not have any behavioral information to include in a model. *Image via CastABiggerNet. What’s not to like? Right? Wrong!
    [B2B, Companies] Walking the B2B Tightrope
    Every B2B marketer walks a lead qualification tightrope, and to fall to either side imperils the reputation and success of their entire department. Many companies over-correct lead qualification issues by trying to fix the problem with looser lead scoring in their marketing automation system, when the real issue is unappealing content.
    [B2B, Companies] Report: Targeting & Predictive Analytics Driving Changes in B2B Email
    The folks at Demand Generation Report just released a compelling new paper on the impact that new technologies are having on the use, and effectiveness, of email marketing. The post Report: Targeting & Predictive Analytics Driving Changes in B2B Email appeared first on The Point. Why? (HS) It has to be segmentation.
    [B2B, Companies] 15 Key Visualizations & Diagrams From #MarTech 2016
    The Internet of Things, mobile device adoption, and the demands of a more educated and enabled buyer will consistently put pressure on, as well as create opportunity for, marketers to improve customer experience through technology. B2B Online Marketing Blog Events & Updates Marketing MeasurementMarTech Innovation Still To Come.
  • 6SENSE  |  TUESDAY, MARCH 29, 2016
    [B2B, Companies] The Case for Predictive Marketing Automation: Account-Based Marketing
    To take a deeper look at how Marketing Automation and Predictive Intelligence are changing B2B marketing check out our Making Account-Based Marketing Work webinar. . Marketing automation has transformed how B2B companies target buyers, run campaigns and measure marketing outcomes. Build data-driven campaigns. Latest
    [B2B, Companies] The Three Pillars of Predictive Marketing
    This puts more science—and less iterative guesswork—into marketing methods, making predictive marketing increasingly attractive to B2B marketers. According to a recent survey, more than two-thirds of the senior B2B marketing professionals in the U.S. Predictive marketing is all about data. Marketing Automation System.
    [B2B, Companies] Finding the Hidden Money in Your Content Strategy
    Many companies have focused on increasing their inbound traffic for new leads to combat tighter spam regulations and more concentrated email filters. B2B Content Enterprise: How does Conversion Sciences work with clients to optimize landing pages? From your viewpoint, where are companies getting stuck with this process?
  • LEANDATA  |  MONDAY, MARCH 28, 2016
    [B2B, Companies] Report from the Front Lines: Invoca and ABM
    It became obvious that they could help grow the company faster by concentrating their efforts on key accounts rather than wasting budget just accumulating random leads. B2B marketing is so complex these days. ABM forces us to focus everything we do on engaging the companies that are most likely to allow us to hit our goals.”.
    [B2B, Companies] Shiny Objects, Demand Generation and ABM
    With #FlipMyFunnel , the San Francisco event only a few weeks behind us, it seems as if Account-Based Marketing (ABM) is now the “shiny new object” that has captivated the attention of B2B marketers. There is no doubt that within the world of B2B we are living in a consensus buying era. The Chief Marketing Technologist?
    [B2B, Companies] 41 marketing technology stacks from the 2016 Stackies Awards
    And since the only thing that really matters for a marketing stack is how effective it is for the company running it, any other “judging” of them should be taken with a grain of salt. So many projects converged for me at the MarTech conference this week in San Francisco. The release of the 2016 marketing technology landscape.
  • ACT-ON  |  WEDNESDAY, MARCH 23, 2016
    [B2B, Companies] New Research on How B2B Marketers Get More Leads
    Lead generation, also commonly referred to as lead gen, continues to be one of B2B marketers’ top goals. It’s so important that if you distilled an average B2B marketer’s job description down to two words, they might well be “get leads”. Most marketers’ lead generation efforts are not generating the results they want.
  • 3D2B  |  TUESDAY, MARCH 22, 2016
    [B2B, Companies] 6 Changes You Can Make to Optimize B2B Demand Generation
    What can you change today in your business that will help you with demand generation and ROI? If you’re selling complex, high-value B2B products or solutions, each of your top clients and hot prospects is a mini-market all by itself. Each of these tactics can make a substantial difference in your demand generation program.
  • BIZIBLE  |  MONDAY, MARCH 21, 2016
    [B2B, Companies] B2B Marketing and Sales Won't Exist (As We Know Them) in 5 Years
    By the end of 2020, the B2B marketing and sales departments will become one and the same team -- collectively responsible for the entire pipeline and the revenue that flows from it. demand gen environment changes in progressively small steps. What’s the next challenge that tenacious B2B demand generators will face?
    [B2B, Companies] How to grow a software startup without marketing
    When the company takes off, by all means get some Marketers in to help scale. Vendors would have you believe that you need marketing automation as soon as you start generating leads. Demand Generation b2b Insights B2B Referral Marketing CX demand generation SaaSBuild a website.
    [B2B, Companies] Content Marketing is More than a Branding Exercise
    We did all of that because our salespeople needed a foot in the door. “I just want them to have heard of us when I call them,” retorted one salesperson I worked with at an enterprise software company in the late 90’s. Even though companies are increasing their expenditures on content marketing, they’re still unhappy with the results.
  • BIZIBLE  |  TUESDAY, MARCH 15, 2016
    [B2B, Companies] 5 Bold MarTech Predictions For Non-Risk Averse Marketing Technologists
    Marketing Operations Companies Will Number That Of Marketing Experience Companies By 2022. Andrew : In 2015 there were many more Marketing Experience companies than Marketing Operations companies. The chart below shows MarTech companies organized by Category and Subcategory. Click image to enlarge. Conclusion.
  • THE POINT  |  TUESDAY, MARCH 15, 2016
    [B2B, Companies] ABM & the Marketing Hype Cycle
    The none-too-subtle implication, of course, was that Account-Based Marketing (ABM) isn’t new, and that B2B marketers have been developing, and executing, Account-Based Marketing strategies and programs for some time, if only in different forms and under a different name (e.g. Target Account Campaigns). Which is true, sort of. And … repeat.
  • 6SENSE  |  MONDAY, MARCH 14, 2016
    [B2B, Companies] 5 Reasons You Can’t Miss This Year’s B2B ESP Summit
    This year 6sense is going back to the iconic San Francisco Four Seasons Hotel to host our annual predictive intelligence summit, B2B ESP , but that doesn’t mean we’ll be covering old ground. This year’s event will be focused on helping B2B marketing and sales professionals capture demand, build pipeline and grow their business.
  • CINTELL  |  THURSDAY, MARCH 10, 2016
    [B2B, Companies] 38 Handy Stats to Prove the Value of Personas
    Benefits of personas across the business: Persona-based marketing messaging : Best practice demand creation strategy that includes more personalized and customized messaging built on personas yields two times the average sales pipeline. 90% of companies using Personas have been able to create a clearer understanding of who buyers are.
    [B2B, Companies] Sales Enablement Danger
    However, even as amazing as email is for demand generation, used outside the context of a solid demand generation strategy, it can have a negative effect on productivity, communications, brand, revenue and growth. Companies surveyed all agree that the effort of deployment is difficult at best.
    [B2B, Companies] How to Send Emails Your Customers Won’t Delete
    Of course not. I’m pretty sure I hear from the same companies almost every day. B2B Email Marketing Is Big Business. Despite Often Messy Execution, B2B Email Continues to Perform Well. Rationally, we know what companies are trying to accomplish with email campaigns. Can generate loads of website traffic. There’s.
    [B2B, Companies] Why Most Marketers Misunderstand Lead Source Data. And How To Get It Right
    The problem is that for B2B companies, opportunities are made of multiple leads and each lead may have a different Lead Source. Why Consistent Lead Source Data is Essential For Improving Demand Generation. Lead Source data is a particularly important set of information. And it’s required for measuring channel velocity.
    [B2B, Companies] How Facebook Instant Articles Could Change the Game for Content Marketing
    Author: Ellen Gomes Last October, Facebook quietly launched Instant Articles for iPhone, “a beautiful new way to read articles in the News Feed that is faster and more interactive than ever before,” according to the company. Demand Generation Machine. Content Marketing b2b ConsumerLet’s dive in: Are We Invited?
    [B2B, Companies] [On-Demand Webinar] B2B Personas: How, Why, and What Next? Feat. SiriusDecisions, Cintell, and GET LIFT
    It was not only my birthday (hello fellow Pisces!), but it was also the week of our most recent live webinar event on B2B Personas.  I spoke alongside David Pereira, President of GET LIFT Agency and Pat McAnally, Research Director at B2B sales and marketing advisory firm SiriusDecisions.  Last week was a big week. Happy Birthday to me!
    [B2B, Companies] Software ROI that’s a piece of cake to measure
    The good news is that with all of today’s capabilities to collect data, software companies are able to collect the information on how effective their product is for their customers. Here are some questions to ask the next time you are looking to bring on a new technology: What is the average result for a company of my size/situation?
    [B2B, Companies] 4 Account-Based Marketing Lessons from the Field
    Author: Charm Bianchini What happens when B2B marketers from leading companies gather for a day? ABM has recently gained momentum in the B2B community as an alternative to traditional demand generation strategies. Forrester Research states that less than 1% of leads turn into revenue generating customers.
    [B2B, Companies] [Infographic] Account-Based Marketing & Pipeline Marketing -- How Do They Stack Up?
    Comparing this marketing style to another proven effective method, Pipeline Marketing, can help B2B marketers determine which of the two is best, or if a mix of both could serve their organization well. That is the question, and you can see, B2B marketers have benefited immensely from both styles of marketing.
    [B2B, Companies] How the CEO Can Enhance Sales, Marketing, and the Executive Branch
    Unfortunately, as a result of this thinking, marketing spends a ton of money generating leads for sales that are never followed-up. Isn’t it demand generation with a new name? 1. Simplified. : "Where I’m from, it’s the chief executive’s job to determine and articulate the company’s strategy. They only care about revenue.
  • 6SENSE  |  TUESDAY, FEBRUARY 23, 2016
    [B2B, Companies] Can Your Demand Gen Answer These 4 Questions?
    If you enjoy the blog post, learn more at our webinar: Making Account Based Marketing Work with Marketo’s VP of Demand Generation Heidi Bullock. Demand generation is the lifeblood of a strong revenue engine. B2B marketers have developed a honed set of best practices to target, engage and convert relevant leads.
    [B2B, Companies] Content2Conversion 2016 - My B2B Marketing Utopia
    Two years ago, G3 Communications merged their secondary conference into Content2Conversion to give both content and demand gen marketers a place to team up and get the most out of our programs. What are the new trends that are going to set you apart from your competitors and break through the noise in B2B marketing? Acquisition.
    [B2B, Companies] Businesses See 500% Lift in Email Conversion with Personalized Video
    This could be something as simple as featuring their name, company name, job title, an image like a company logo, or a picture of their website at different points throughout a video. Here are some great examples of how leading B2B companies have used personalized video, and the amazing results they’re seeing. Lenovo: 4.5x
    [B2B, Companies] 5 Tips for Successful Survey Campaigns
    I’ve been working in B2B marketing long enough to remember when Webinars first burst onto the scene as a lead generation device. However, very quickly, Webinars became so popular that B2B audiences tired of the medium and became more selective about where to invest their time. What are the keys to a successful survey campaign?
    [B2B, Companies] Content2Conversion 2016 - My B2B Marketing Utopia
    Two years ago,  G3 Communications  merged their secondary conference into Content2Conversion to give both content and demand gen marketers a place to team up and get the most out of our programs. What are the  new trends  that are going to set you apart from your competitors and break through the noise in B2B marketing? . Content .
    [B2B, Companies] Does Outbound Marketing Still Fit in Today’s Landscape?
    Here at DiscoverOrg, supporting outbound sales and marketing lead generation through accurate data and comprehensive sales intelligence is core to our business. Last summer, we conducted a survey of B2B marketing professionals to glean exactly that – the value that those individuals are seeing from their outbound efforts.
    [B2B, Companies] What Mom Never Told You About How to Find B2B Customers
    Take lead generation, for example. MarketingProfs research shows 71% of B2B marketers use content marketing to generate leads. Let’s take a look at a couple different strategies for how to find B2B customers through your content initiatives: Leverage (the Right) CTAs. Oh, sure. Don’t judge a book by its cover.
    [B2B, Companies] 33 Thought-Provoking B2B Social Media and Marketing Stats
    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. B2B marketing budgets are shifting to digital and social. B2B messaging gets personal.
    [B2B, Companies] Habits of Customer-Centric Marketers: Q&A with Donna Danis
    In fact, the #1 priority of B2B marketers in 2016 will be “understanding buyers,” according to a recent  survey  from the IT Sales and Marketing Association.  In today’s world of empowered buyers, the marketers who are getting it done are those who understand their buyers best. Donna Danis, Senior Director, Strategy Consulting, Demand Spring.
    [B2B, Companies] Unlock the Power of B2B Personas By Freeing Them from PDF Purgatory
    Personas are the way that B2B marketers have identified their buyers for years. Whether you use them for demand gen, email campaigns, social media, content marketing or even deciding what trade shows to attend, you are probably not getting the full benefit from them. How are B2B buyer personas changing? For demand gen?
  • 6SENSE  |  FRIDAY, FEBRUARY 12, 2016
    [B2B, Companies] Content2Conversion – Predictive Marketing and Demand Generation
    Next week the 6sense team is packing our bags and heading to Scottsdale, Arizona for the B2B Content2Conversion conference. We’re excited for 3 days of sharing insights and learning how the best in the business use analytics and marketing technology to create powerful content that drives demand and delivers on revenue. Latest
    [B2B, Companies] I had 5 awesome C-level sales meetings in one week. Here’s the secret to how I got them.
    The opportunity to meet with current and prospective customers is my favorite part about being a CEO.  As I reflected back on the week and what made it a success, a common thread emerged, REFERRAL – Everyone I met with was introduced to me by someone who knew me and my company and wanted to help. Awesome. Care to further the discussion?
    [B2B, Companies] #SB50 Postmortem – What We Can Learn from Super Bowl Social Marketing
    It’s also an approach that saw enormous returns this year: Esurance’s Twitter-only sweepstakes , for instance, generated 2.92 If you’re a B2B vendor new to social – listen closely to the criticism others get; it may prove constructive in the long run. If you’re anything like the 111.9 billion media impressions overall. As I said.
    [B2B, Companies] Rethinking Cost Per Lead, Why So Many B2B Marketers Chase False Leads
    Marketers make huge strides in improving their lead and demand generation program when they can better predict how many leads they’ll generate and which ones will close. The benefits include reducing the cost per lead, marketers make better bets with their time and money, generating quality leads. Conclusion.
    [B2B, Companies] 17 Things High-Performing Companies Do to Optimize Their Buyer Personas
    From our research study with over 150 B2B organizations, we identified some habits of high-performing organizations, the ones who have it figured out. Personas are made easily accessible via online collaboration tools that are kept current, along with on-demand training modules. Related reading: Why Personas Fail. Core attributes. 1.
    [B2B, Companies] What to expect when you’re expecting #MarTech next month
    There’s still time to enter the Stackies up until March 11 — just make a 16×9 slide that shows how you visualize your company’s marketing technology stack and email it to sbrinker@chiefmartec.com before the deadline. So I am thrilled that 100 marketing technology companies are exhibiting and sponsoring this upcoming MarTech.
    [B2B, Companies] 4 Things a CMO Should Do to Build Their Marketing Dream Team (Part One)
    Matt was one of SLMA’s 40 Most Inspiring Leaders in Sales Lead Management in 2015 , and his Seattle-based marketing company’s involvement with many CMOs around the country certainly qualifies him for this topic. In part one of this two part series, we’ll talk about: the importance of creating a plan to earn the company’s trust.
    [B2B, Companies] 23 Account-Based Marketing Leaders to Follow on Twitter
    B2B account-based marketing is the process of identifying target accounts and proactively getting your message in front of all influencers within that target company, even if they’ve never been to your website before. New Study Shows What Influences B2B Tech Purchase Decisions | Business Wire [link] — Adrienne Weissman (@G2Adrienne).
    [B2B, Companies] Top 5 Mistakes Content Marketers Will Make in 2016
    Years ago when I was working a short stint in B2B sales, I took a course on SPIN Selling, and I still think about the fundamentals of that selling process today. Many companies create plenty of content talking about the payoff, without showing their buyers that they understand their situation, and the problems they face.
  • ACT-ON  |  MONDAY, FEBRUARY 1, 2016
    [B2B, Companies] Use Marketing Automation to Keep Customers and Expand Retention
    Marketing is a business function that has been transformed by automation technology, impacting demand generation in a way that has reaped huge financial benefits for organisations. Traditionally, the marketing function within most B2B companies is focused on demand generation,” says Mr MacMillan.
    [B2B, Companies] Heads Up Sales…Change Is Coming
    While I can understand the hesitancy to upset the “sales apple cart,” the reality is that for all the changes marketing needs to make to develop a strategic approach to demand generation, sales also needs to change. Demand generation is a marketing AND sales activity, sales doesn’t work in a silo. Accept the Reality.
    [B2B, Companies] Measure Your Way to Lead Nurturing Success
    Demand Gen Report just published “ Top B2B Marketers Measure Lead Nurturing Effectiveness to Boost Performance ,” a special report in which they address the whys, whats, and how tos of measuring lead nurturing’s true impact. For example, if a company’s Lead-to-MQL rate is lower than it should be, that could mean several things: 1.
    [B2B, Companies] 29 Ways to Use Your Personas
    If your personas are wasting away at the bottom of a desk drawer, gathering dust up on the wall of your office, or sitting ignored on the company intranet, it’s time to reimagine their potential. Additionally, they leveraged them for sales training and demand generation to inform campaign decisions. You Built Personas, Now What?
  • CAPTORA  |  MONDAY, JANUARY 25, 2016
    [B2B, Companies] 3 Big Questions With B2B Marketing Pro Doug Kessler
    That will be the mantra of B2B marketing campaigns in 2016, says Doug Kessler, co-founder and creative director at Velocity Partners , a successful B2B-focused marketing agency in the United Kingdom. The work didn’t speak to him, so he made the leap to B2B marketing. Quality not quantity. Some great examples? Buy them lunch.
    [B2B, Companies] Three Things Smart B2B Marketers Will be Doing in 2016
    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.
    [B2B, Companies] Small & medium Telecom businesses become tele-competitive with referrals
    In any way that matters, these telecommunication companies are essentially king. For RingCentral this often pays off when pursuing a company that has more than one location. Demand Generation b2b Insights B2B Referral Marketing customer success demand generation Referral automation software referral tracking RingCentral SaaS Sales
    [B2B, Companies] Marketing and Sales: Done Well (2015) Do Better (2016) - Part 3 of 3
    This is the third in a series of three blogs about what experts feel companies did well in 2015 and what they would do better in 2016. What B2B Companies Did Well in 2015? Smart company leaders will look for ways to remove the process, technology and fluff that keep their company from growing.
    [B2B, Companies] 5 Marketing Predictions & How To Prepare For Them
    But with that growth comes even more companies fighting for the same audience and the introduction of new platforms joining the social landscape. Events: In 2016, for B2B marketer, there will be a shift towards field marketing and away from tradeshows. Anastasia Pavlova, Demand Generation Programs. Register here!
    [B2B, Companies] 6 Marketing Reports Used To Develop Competitive Advantage
    Companies are competing on analytics and those that can make use of those analytics are the ones who gain a competitive advantage. Spending less on paid media and content but generating more leads. We’ll explain why they help marketers make better decisions and why they are so important to demand generation. Scary.
    [B2B, Companies] Making ADRs More Efficient Hunters with LeanData
    That’s why B2B companies are turning to LeanData as a key component of their technology stacks. Kevin O’Malley , vice president of demand generation at SalesLoft, added that Sales Accelerator ensures reps never work the wrong accounts. Account Development Representatives are big-game hunters. They’re always on the prowl.
    [B2B, Companies] Why Account-Based Reporting Is Essential To Successful B2B Marketing
    The great analogy comparing demand generation to account-based marketing begins in the ocean. Rather than a heavy focus on generating new pipeline, you’re focused on existing accounts in your pipeline. Account-based reporting helps B2B marketers improve on the last 4 steps of the ABM process. Targets and quotas.
    [B2B, Companies] 5 Lead Generation Lessons You Learned in Kindergarten
    Demand generation marketers spend their careers building out complex lead acquisition and engagement engines, but sometimes it’s good to take it back to the basics—way back–as in, back to the things we learned in kindergarten that still hold true in today’s marketing landscape. Demand Generation b2bwarm one!
  • CAPTORA  |  MONDAY, JANUARY 11, 2016
    [B2B, Companies] Should Marketers Be Paid Like Their Colleagues in Sales?
    CMOs can now access more (and better) data than ever before to help their team understand the links between demand generation and revenue growth. The average B2B buyer gets more than halfway through the funnel before engaging with a sales rep. Not convinced that variable marketing compensation is right for your company?
  • 6SENSE  |  THURSDAY, JANUARY 7, 2016
    [B2B, Companies] How To Build a Rockstar B2B Marketing Team
    It’s easier than ever to lose sight and chase the newest fad, forgetting that the marketing goals of creating marketplace awareness and generating demand should be your main focus. The first section represents the very basics of B2B marketing that every team needs. The Demand-Generation Team. Latest
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