• THE POINT  |  FRIDAY, JULY 18, 2014
    [B2B, Companies] Forrester thinks Content Marketing Isn’t Working – They’re Half Right
    'Over at Forrester Research, Vice President Laura Ramos recently talked to Advertising Age (“ Marketers Still Struggling to Get Results from Content Marketing “) about what she perceives as a general lack of return from the investment so many companies are making in content marketing. 51% responded “somewhat effectively”.
  • ANNUITAS  |  THURSDAY, JULY 17, 2014
    [B2B, Companies] Why Companies Don’t Market to Their Customers
    'I was recently onsite with a prospect and was told that if this company could simply add $10,000 to every customer renewal each year they would add $400,000,000 in incremental revenue to the bottom line.  In my work with many large enterprise B2B organizations, I find this is the case more often than not. Lack of Data Governance.
  • MODERN B2B MARKETING  |  TUESDAY, JULY 15, 2014
    [B2B, Companies] [Report] What Does Demand Generation Mean to You?
    'Author: Raymond Coppinger Today, B2B marketers have many core objectives – brand building, customer communications, multi-channel coordination…the list goes on. But regardless of what else your marketing strategy needs to accomplish, demand generation (the process of generating promising buyers for the sales team) probably tops the list.
  • LEADERSHIP  |  TUESDAY, JULY 15, 2014
    [B2B, Companies] 10 Ways to Empower Channel Partners and Drive Sales Growth
    'One of the most common misconceptions among B2B manufacturers is that their channel partners will create demand for their products. The reality is that the demand generation responsibility rests almost entirely with the manufacturer. Create the right lead generation programs. Unlike B2C, B2B is not transactional.
  • ANNUITAS  |  THURSDAY, JULY 10, 2014
    [B2B, Companies] BANT for Lead Qualification Just Won’t Work
    'About two years ago I wrote a blog post on  Why BANT No longer applies for B2B Lead Qualification.  Given the environment in which we live as B2B Marketers, BANT  (Budget, Authority, Need and Timeframe) is not a trustworthy indicator of the qualification status of the leads. BANT is not Aligned to a Buying Process. It doesn’t.
  • SALES PROSPECTING PERSPECTIVES  |  WEDNESDAY, JULY 9, 2014
    [B2B, Companies] 8 Tips for Improving Open Rates for B2B Sales and Marketing Emails
    'AG Salesworks is pleased to bring you a guest post from Janelle Johnson , Director of Demand Generation at Act-On Software. In B2B marketing, sales and marketing emails play different but equally important roles in a successful communication strategy. It’s a good way to make sure everyone knows how small your company really is.
  • THE POINT  |  TUESDAY, JULY 8, 2014
    [B2B, Companies] Case Study: How One Tech Company Used Humor to Launch a New Brand
    'In early 2014, Sungard Availability Services (Sungard AS), a leading provider of managed IT, cloud, and recovery services, announced that it was splitting off as a separate company from SunGard Data Systems Inc. We also believed that deprecatory humor would help inspire a connection between the company and its prospects.”.
  • LEADERSHIP  |  TUESDAY, JULY 8, 2014
    [B2B, Companies] B2B Demand Generation Experts—A Call to Arms
    When we review our B2B demand generation campaigns, it is common to have a ready list of factors to blame for non-performance or under-performance. Sales teams that demand continuous generation of new content. But are we as a breed of B2B marketers becoming slaves to these factors? And so on…. Google?
  • LEADERSHIP  |  WEDNESDAY, JULY 2, 2014
    [B2B, Companies] 3 Ways to Feed Your Audience What They Are Craving
    '—B2B Lead Generation Tips to Make them Say “Gimme More!”. If your prospects and customers experienced a positive interaction with your company, you can build on that and make it a craving; i.e. a desire for more. That will decide how your lead generation campaigns are structured and measured. Where do cravings come from?
  • KOMARKETING ASSOCIATES  |  WEDNESDAY, JULY 2, 2014
    [B2B, Companies] As the Demand for Online Services Grows, Will The Product Based Business Fade Away?
    Companies that provide marketing tools online are ensuring that their customers can use their services on the go through apps – HubSpot, Marketo and Pardot have all capitalized on this opportunity. B2B Online Marketing Blog Demand Generation The cloud commerce provider asked 1,046 U.S. Marketing and Digital Services.
  • IT'S ALL ABOUT REVENUE  |  MONDAY, JUNE 30, 2014
    [B2B, Companies] 4 Ways to Manage Change Management For Successful Demand Generation
    'by Contributor Friendly | Tweet this Editor’s Note: Today’s post comes Courtesy of Carlos Hidalgo , an innovative thought-leader with more than 20 years experience as a B2B marketing practitioner and industry visionary. As CEO and Principal of ANNUITAS, Carlos drives strategy and leads core practice teams to Transform Demand?
  • LEADERSHIP  |  THURSDAY, JUNE 26, 2014
    [B2B, Companies] CMO Spotlight: Jonathan Becher, SAP—TEAMS Work for PEOPLE and deliver EXPERIENCES
    ’ You can sum up the change as moving from B2B to P2P—people to people,” Becher says. This new approach fit right in with the company’s mission to “help the world run better and improve people’s lives.” See this Definitive B2B Lead Generation Checklist: Part 1 | Part 2. Outside-in approach.
  • SALES PROSPECTING PERSPECTIVES  |  WEDNESDAY, JUNE 25, 2014
    [B2B, Companies] 4 Ways to Use Data to Determine the Best Time to Cold Call
    'Sales Prospecting Perspectives is pleased to bring you a guest post from Cari Zoch , Marketing Manager at Avention , a company that offers real-time, actionable B2B data to deliver 21st century business info, solutions for sales, marketing and research. They don’t indicate a fit between your product and the company you’re calling.
  • MODERN B2B MARKETING  |  MONDAY, JUNE 23, 2014
    [B2B, Companies] What Content Marketing ROI and a Beach in Fiji Have in Common
    Marketers understand that in order to make an impact on the bottom line, you need insight into how people are interacting with you, your product, and the company or brand as a whole. Here’s what you need to keep in mind when you’re creating a content experience that is optimized for both engagement and generating new leads.
  • SOCIAL MEDIA B2B  |  WEDNESDAY, JUNE 18, 2014
    [B2B, Companies] B2B Sales Pros Need to Create Demand with Content Marketing
    He is the founder of Skotidas , Asia Pacific’s leader in B2B Social Media Lead Generation. We have been talking about the intersection of sales and content marketing for B2B companies. Today’s conversation is about demand generation. Speak the language of your prospects and customers.
  • LEADERSHIP  |  TUESDAY, JUNE 17, 2014
    [B2B, Companies] B2B Lead Generation: Halftime Analysis—What’s Working, What’s Not
    As we come to the halftime of 2014, this is a good opportunity to review your B2B lead generation efforts and analyze what’s working, what’s not. 10 Key Questions to Ask about Your B2B Lead Generation Performance          . Is our B2B marketing and lead generation strategy forward-thinking and adaptive to change?
  • WEBBIQUITY  |  TUESDAY, JUNE 17, 2014
    [B2B, Companies] 14 Brilliant B2B Marketing Strategy Guides
    'Much has been written about how the internet in general, and the explosion of content marketing in particular, has changed the nature of b2b marketing. In less than a generation, information has gone from being scarce to overabundant. How should b2b marketers adjust their strategies to keep up with this evolution?
  • IT'S ALL ABOUT REVENUE  |  MONDAY, JUNE 16, 2014
    [B2B, Companies] How To Start A Conversation To Keep Visitors On Your Web Site
    Create a personality test just for your customers: ServiceMax is a large enterprise company that makes software solutions – they are on the less exciting end of b2b companies. Demand Generation He frequently writes about using content effectively and getting the most from it. Follow Josh on Twitter @jhaynam.
  • THE POINT  |  FRIDAY, JUNE 13, 2014
    [B2B, Companies] 5 Common Content Syndication Mistakes
    'Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companiesdemand generation strategies. Most offer filters on geography and company size. Examples of popular B2B networks include Madison Logic , Netline and IDG TechNetwork.
  • ANNUITAS  |  THURSDAY, JUNE 12, 2014
    [B2B, Companies] The Problem With Account-Based Marketing
    Sales has always used an account-based approach while evaluating the leads they receive from marketing, as the first thing they look at is if the lead is from a company they believe could become a potential customer. high level marketing executive pointed out once that his company “doesn’t sell to glass buildings, we sell to people.”
  • B2B MARKETING INSIDER  |  WEDNESDAY, JUNE 4, 2014
    [B2B, Companies] 4 Steps To Success In The New Demand Generation World
    Director of Lead Generation at Ventyx. He sends us these Demand Generation tips every few weeks to keep us grounded in one of the main focus areas of B2B Marketing: delivering quantifiable value to the business and leads for sales. Today it is a common business phrase used in almost every company.  Business Model.
  • LEADERSHIP  |  MONDAY, JUNE 2, 2014
    [B2B, Companies] Is Your B2B Lead Generation Stuck In A Silo? — Don’t Get Sucked In!
    The other reason I wanted to share this story with you is to use this analogy and comment on B2B lead generation with digital marketing and search engine optimization. Wakeup Call for B2B Marketers. Steps to Revitalize Your B2B Marketing and Lead Generation        . What an unusual tragedy, I thought. The U.S.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, JUNE 2, 2014
    [B2B, Companies] 70 Rising Social Media Stars
    Brooke Ballard (BSquared Media) — Brooke is carving out a niche for herself and her agency in the competitive New York market through a reputation for creating effective B2B social media campaigns that connect on an emotional level with the audience. Her friendly, calm style is refreshing and effective for her company, Lattice Engines.
  • THE POINT  |  FRIDAY, MAY 30, 2014
    [B2B, Companies] Is Technology Making Marketing Agencies Obsolete?
    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. Hint: Maybe Not)”.
  • THE POINT  |  TUESDAY, MAY 27, 2014
    [B2B, Companies] If You Write B2B Copy, You Need This Blog Post
    was reminded of this technique recently upon receiving an email from a software company that read as follows (names and other details changed to protect the misguided): “To get a complete picture of your company, you need an integrated business application. “Get a complete picture of your company in just seconds.
  • ANNUITAS  |  TUESDAY, MAY 27, 2014
    [B2B, Companies] What Sales is Really Asking for When They Want More Leads
    We’d like to think it is the lead score, since we worked together (and yes, this is an assumption) to build out a scoring system based on the title and level of the buyer, basic company background, and activity-based (and sometimes channel-based) components. That’s the first thing they look at … the company a lead is coming from.
  • IT'S ALL ABOUT REVENUE  |  TUESDAY, MAY 27, 2014
    [B2B, Companies] 3 Enterprise Takeaways from SiriusDecisions Summit
    'by Contributor Friendly | Tweet this Today’s post comes courtesy of Jon Russo , founder of B2B Fusion , an agency that focuses exclusively on modernizing old demand generation practices to new to drive more revenue for clients like Thomson Reuters, Level(3) Communications, and Blackboard, among others. Marketing Efficiency
  • LEADERSHIP  |  TUESDAY, MAY 27, 2014
    [B2B, Companies] CMO Spotlight: Jon Miller, VP Marketing, Marketo—4 Useful Tips for B2B Marketers and CMOs
    Part of this challenge is the common perception that Marketing is a cost-centre rather than a revenue source, particularly for a B2B company. Changes CMOs Can Make to Optimize B2B Marketing and Lead Generation. Review and optimize your B2B lead generation process. Focus on the right metrics.
  • VIDYARD  |  TUESDAY, MAY 27, 2014
    [B2B, Companies] 5 Key Marketing Takeaways from Sirius Decisions Summit 2014
    What percentage of B2B companies have adopted a marketing automation platform (MAP)? More marketing teams are implementing sophisticated lead scoring programs, global demand generation methodologies, dynamic web content, split testing, and more. It’s a Smarketing world for B2B companies. 'Wow, what a show!
  • ANNUITAS  |  THURSDAY, MAY 22, 2014
    [B2B, Companies] From SiriusDecisions Summit 2014…
    Tony Jaros then perfectly translated Malcolm’s message for marketers, painting the very optimistic picture of B2B growth expectations with 90% of companies surveyed in the Intelligent Growth Study saying they expect to grow. Sirius unveiled their five pillars for growth that companies rely on today in order to see growth: Markets.
  • THE POINT  |  TUESDAY, MAY 20, 2014
    [B2B, Companies] Design Choices & More Sink Webinar Invitation
    'I wrote recently in this space about the decisions that today’s B2B email marketers are facing as they strive to ensure that their campaigns are optimized for an increasingly mobile audience. The Webinar invitation below from Janrain , a software company in Portland, Oregon, illustrates some of the perils inherent in those choices.
  • DIGITAL B2B MARKETING  |  TUESDAY, MAY 20, 2014
    [B2B, Companies] How To Avoid the Biggest Pitfall of Progressive Profiling
    According to DemandGen Reports’ 2014 B2B Buyer Behavior Survey, only 38% of buyers said they viewed more than 4 pieces of content from the vendor they ultimately selected, and that includes videos, articles and other content that doesn’t require registration. Then, as they come back over time, continue to gather a little bit more.
  • IT'S ALL ABOUT REVENUE  |  TUESDAY, MAY 20, 2014
    [B2B, Companies] Introducing: The Modern Marketer’s Guide to Video
    The combo ultimately allows you to become an automated marketing qualified lead-generating machine! co-branded guide with our friends from Vidyard, it’s packed with practical B2B video examples and tactics, including examples from B2B companies including Taulia, Cisco, Cvent, General Electric, and more. Metrics!
  • SALES PROSPECTING PERSPECTIVES  |  WEDNESDAY, MAY 14, 2014
    [B2B, Companies] High Sales Efficiency Expectations with Marketing Automation [Infographic]
    Demand generation has dramatically evolved from activity-based contact marketing to a core strategic function in organizations. Marketing Automation is a leading force in this evolution, and B2B marketers are rapidly increasing their acumen to provide a direct impact to revenue generation. urvey data is on SlideShare.
  • LEADERSHIP  |  TUESDAY, MAY 13, 2014
    [B2B, Companies] 6 Distinguishing Traits of the New Age B2B Buyer —And 6 B2B Lead Generation Tips to Engage
    As B2B marketers, it would be of tremendous value to us to get a similar insight into the B2B buyer’s mind. There’s only one problem here—the B2B buyer is far more complex and changing more dynamically than the B2B marketer ever can or will. Companies try to study and analyze buyers in many different ways.
  • HUBSPOT  |  MONDAY, MAY 12, 2014
    [B2B, Companies] How Much Content Is the Wrong Question
    In 2014, ITSMA released a study that showed that the single largest B2B budget item was developing content. whopping 15% of B2B budgets, according to the study, are going toward the creation of content. This is seen in the example graphic below: Figure 1 Demand Generation Model Content Architecture - ANNUITAS, Inc.
  • ANNUITAS  |  WEDNESDAY, MAY 7, 2014
    [B2B, Companies] It’s a Content Driven World
    Drawing a crowd of approximately 400, mostly B2B marketers there is a thirst for knowledge and deeper understanding of how to advance their content marketing strategies. At the end of the day, an overwhelming amount of companies are “doing” content marketing, however, there are those who are doing and those who are doing it right. 
  • ANNUITAS  |  TUESDAY, MAY 6, 2014
    [B2B, Companies] Managing the Talent Shortage and Skills Gap of Demand Generation Marketers
    It is expected this shortage will worsen as the demand increases for marketers spurred by global economic recovery. We definitely see similar trends in Demand Generation as it encompasses several of these digital skills (e.g. analytics, social, content marketing) as part of a strong Demand Generation Strategy.
  • IT'S ALL ABOUT REVENUE  |  FRIDAY, MAY 2, 2014
    [B2B, Companies] 3 Highlights From the ‘Conversion’ Twitter Chat
    Manager of Online Demand Generation and Lead Management at Avid, help modern marketers around the world tackle their challenges. Arpine had some more great email marketing tips for @petejwinter : ‘B2B folks typically read emails during the day, while B2C do it after work’. Here are some highlights from Arpine’s chat: 1.
  • VIDYARD  |  FRIDAY, APRIL 25, 2014
    [B2B, Companies] Is Marketing Automation Meeting High Expectations? [Infographic]
    We had nearly 100 individual respondents with companies known to use marketing automation. The range of respondents was broad based on company size, revenues, and length of time using automation. Roles included marketing director, marketing VP, and those responsible for demand gen and marketing ops. Success takes time.
  • ANNUITAS  |  THURSDAY, APRIL 24, 2014
    [B2B, Companies] Account-Based Marketing … and Billy Beane … in San Francisco
    When I worked at Demandbase I was particularly inspired by the book and applied the cornerstone trigger event, Oakland A’s loss of player Jason Giambi to the Yankees, to B2B marketing and sales. emailed the following to Ardath: “We need to take a similar approach to picking the companies we are going to pursue. What is worth more?
  • ANNUITAS  |  WEDNESDAY, APRIL 23, 2014
    [B2B, Companies] Enterprise Demand Generation: How Are You Doing?
    'There are a few B2B surveys and benchmarking studies that I refer to again and again … DemandGen Report’s Buyer Behavior Survey and Content Preferences Survey and the Content Marketing Institute’s Content Marketing Benchmarks, Budgets and Trends to name a few. Author: Jason Stewart @jstewart_1 VP Demand Generation, ANNUITAS.
  • B2B MARKETING INSIDER  |  MONDAY, APRIL 21, 2014
    [B2B, Companies] The Critical Ingredients Of Effective Demand Generation
    'Demand Generation is one of the most critical components of B2B Marketing. And yet, demand generation skills are rare in B2B Marketers. This post is the latest from my former colleague and demand generation partner Rob Krekstein. Rob The Critical Ingredients Of Effective Demand Generation.
  • KOMARKETING ASSOCIATES  |  FRIDAY, APRIL 18, 2014
    [B2B, Companies] 4 Myths About B2B Marketing That Everyone Thinks are True
    'There are many “facts” and assumptions that marketers and other specialists have about the B2B marketing industry. Here are some assumptions that many marketers and other professionals take as fact with in the B2B marketing industry that aren’t always true. B2B Marketing is Boring. B2B marketing isn’t boring at all.
  • THE POINT  |  WEDNESDAY, APRIL 16, 2014
    [B2B, Companies] New Marketing Automation Buyer’s Guide Offers Valuable Advice
    The TrustRadius guide segments the marketing automation market by the size of the company that each product serves (Small, Mid-Size, Enterprise) and then rates solutions within each category in visual grids based on user ratings and how much it deems a company’s solution is focused on that particular segment.
  • MARKETING INTERACTIONS  |  TUESDAY, APRIL 15, 2014
    [B2B, Companies] Cut Through the Red Tape of Consensus for B2B Buying Decisions
    'This headline caught my eye - 53 Percent of B2B Fortune 500 Companies Use Marketing Automation - so I clicked through to read it. Mathew Sweezey wrote the post based on his research into the State of Demand Generation. But are B2B marketers tackling this? Reason #1: Lots of Red Tape. agree.
  • ANNUITAS  |  THURSDAY, APRIL 10, 2014
    [B2B, Companies] 5 Mistakes Companies Make When Automating Their Marketing
    The continued rise in revenue is indicative of the increased sophistication of the B2B market and the need for marketers  to be more strategic in driving demand for their organizations. Good content that will help drive demand and can be automated, is content that is relevant to your buyer at each stage of their buying process.
  • SALES PROSPECTING PERSPECTIVES  |  WEDNESDAY, APRIL 9, 2014
    [B2B, Companies] Needs-Based Marketing for Executive Buyers Today
    'Sales Prospecting Perspectives is pleased to bring you a guest post from Cari Zoch , Marketing Manager at Avention , a company that offers real-time, actionable B2B data to deliver 21st century business info, solutions for sales, marketing and research. 3) Give them insight that even they didn’t know about their own company.
  • ANNUITAS  |  TUESDAY, APRIL 8, 2014
    [B2B, Companies] Data Touches Everything at the Marketo User Summit #MKTGNATION14
    The first session I attended was called Marketo & Salesforce: Helpful Audits, Alerts, & Workflow for Rapidly Growing Companies and featured our newest team member Jenny Robertson sharing her experiences from  Navicure , building out both Marketo and SFDC workflows and rules to help solve some very common data quality issues. Netflix?
  • ANNUITAS  |  TUESDAY, APRIL 8, 2014
    [B2B, Companies] Marketers May Just Be Their Own Roadblock to Reinvention
    The fundamental issue with this is that B2B buyers haves already reinvented themselves and the longer marketers take to figure things out, the more disconnected they become from the buyer.  Add in the growing number of people involved in a typical B2B buying cycle and it gets even more complex.  Quite the disconnect!
  • MARKETING ACTION  |  TUESDAY, APRIL 8, 2014
    [B2B, Companies] 70 New (Really) Marketing Automation Stats
    Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”. Here’s another popular one: “Companies that blog have 55% more website visitors, 97% more inbound links, and 434% more indexed pages.”. 25% of Fortune 500 B2B companies have adopted marketing automation.
  • MARKETING ACTION  |  TUESDAY, APRIL 8, 2014
    [B2B, Companies] 70 New (Really) Marketing Automation Stats
    Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”. Here’s another popular one: “Companies that blog have 55% more website visitors, 97% more inbound links, and 434% more indexed pages.”. 25% of Fortune 500 B2B companies have adopted marketing automation.
  • IT'S ALL ABOUT REVENUE  |  FRIDAY, APRIL 4, 2014
    [B2B, Companies] Why Inbound Vs. Outbound Marketing is the Wrong Question
    But the majority of the leads you generate will still likely not be ready for your sales team, be ready to buy, or even be the type of customer you want to sell to. recently worked with a company that was quite proud of the 1,000 free trial registrations they were generating per day. Demand Generation
  • ANNUITAS  |  TUESDAY, APRIL 1, 2014
    [B2B, Companies] What Marketing Automation and Basketball Have In Common
    Marketing automation is one of the technologies that helps enable an overall Demand Generation Strategy. The following points should be discussed and remedied before a company even considers a marketing automation purchase or implementation: Who will be your power user? 'Everyone needs guidance. In basketball, that’s the coach.
  • FEARLESS COMPETITOR  |  MONDAY, MARCH 24, 2014
    [B2B, Companies] Proud Graduate of the University of Notre Dame
    who would also make a great Chief Marketing Officer for a smart company. Filed under: B2B demand generation , B2B lead generation , Buyer Personas , Chief Marketing Officer , Fearless Competitor , Find New Customers , Notre Dame. '“Other schools give 4 year degrees. Notre Dame gives 40 year degrees.”
  • ANNUITAS  |  THURSDAY, MARCH 20, 2014
    [B2B, Companies] Notes from the Marketing Operations Executive Summit 2014
    RT @bkardon   What happens to >1000 marketing software companies? RT @megheuer   100 marketing tech companies in 2011; 350 in 2012; 950+ in 2014; Massive growth & complexity via @chiefmartec #marketingopssummit. Great point – change management – the unsung hero of demand process transformation #marketingopssummit.
  • FEARLESS COMPETITOR  |  WEDNESDAY, MARCH 19, 2014
    [B2B, Companies] How to Find New Customers (for your business!)
    “ So much has been written about B2B demand generation, but Ogden makes it simple – which makes it a must-read ” – the Funnelholic. How to Find New Customers is the popular white paper on B2B demand generation. How to Find New Customers. Just click this link.  HTFNC_BR.
  • THE POINT  |  TUESDAY, MARCH 18, 2014
    [B2B, Companies] In Defense of Unsolicited Email
    'Over at marketing automation firm Marketo , CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company? Stop buying lists. In fact, I’d recommend it.
  • FEARLESS COMPETITOR  |  TUESDAY, MARCH 18, 2014
    [B2B, Companies] When it comes to marketing, sometimes less is more
    Filed under: B2B demand generation , B2B lead generation , b2b lead generation companies , Chief Content Officer , Chief Marketing Officer , Management best practices , Remarkable content. 'I’m a big fan of Copyblogger.com. What Brian Clark and his team does is pure art.
  • ANNUITAS  |  TUESDAY, MARCH 18, 2014
    [B2B, Companies] The Rise of the Marketing Technologist Part 3: People, Process, Content and then Technology
    'I was sitting in some client meetings recently going over their Demand Generation Strategy, and something struck me as out of the ordinary…but in a good way. In most B2B marketing planning sessions, the technical team is not involved in any of the strategy discussion. Guess what, marketers? Step One: People. Step Two: Process.
  • KOMARKETING ASSOCIATES  |  TUESDAY, MARCH 18, 2014
    [B2B, Companies] How to Craft a B2B Email Marketing Strategy That Works
    'Email marketing is one of the main cornerstones of several B2B marketers’ strategies. However, when done right, email marketing can have great open and click-through rates, as well as a guaranteed sales generator for your business. Position2 states that the average email ROI for B2B marketers is a respectable 127%.
  • THE POINT  |  MONDAY, MARCH 17, 2014
    [B2B, Companies] Give Your Next Demand Gen Campaign A Reality Check
    The marcom director wants to change the headline so it conforms to the “approved company message” And you need to broadcast by the end of the week. 'We’ve all been there. The copy is winding its way through the marketing group and is now on its fourth revision. You just want it out the door and off your desk.
  • FEARLESS COMPETITOR  |  MONDAY, MARCH 17, 2014
    [B2B, Companies] 5 Reasons Your Marketing Content Won’t Convert
    Content marketing feeds the beast of B2B demand generation, plain and simple. Jeff Ogden is an award-winning marketing expert and President of the nicest company in B2B marketing today , Find New Customers. Content marketing is SO important today, that I want to share some insights with you. You need content.
  • FEARLESS COMPETITOR  |  THURSDAY, MARCH 13, 2014
    [B2B, Companies] “There is no aspect of marketing that quality buyer personas cannot improve!”
    Filed under: B2B demand generation , B2B lead generation , b2b lead generation companies , Buyer Personas , Content marketing , Customer personas , Demand Generation , Remarkable content , sales challenges. 'That comment came from Adele Revella of the Buyer Persona Institute.
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, MARCH 12, 2014
    [B2B, Companies] 4 Dimensions of Effective B2B Marketing Plans
    'by contributor | Tweet this Editor’s Note: Today’s post comes courtesy of Liz Pate , the marketing communications manager at Bulldog Solutions , a marketing technology company that provides software and agency services to BtoB enterprises. Demand Modeling. Think of the demand model as the intelligence behind marketing plans.
  • ANNUITAS  |  TUESDAY, MARCH 11, 2014
    [B2B, Companies] The Rise of the Marketing Technologist Part 2: Who Owns The Marketing Technology Stack?
    In their recent white paper called  The Marketing Technologist – A New Role For The Modern B2B Marketing Organization  marketing technology personalization platform Demandbase makes a good case as to why the marketing technology stack needs to be owned by marketers. Should the marketing technology stack be led across the business?
  • INBOUND SALES NETWORK  |  TUESDAY, MARCH 11, 2014
    [B2B, Companies] Enough with the Crap
    In the most recent marketing profs survey, nine out of ten B2B marketers are planning on producing more content next year than they did last year. The problem for most companies is that means producing even more crap that is not delivery measureable sales results. The Executives'' Guide to Building a Lead Generation Engine.
  • FEARLESS COMPETITOR  |  MONDAY, MARCH 10, 2014
    [B2B, Companies] My BIG Keynote Speech on Marketing at Foxwoods next month
    'I was hired to deliver a keynote speech on Marketing at a big company event next month.at What’s most remarkable is that this company went looking for a great keynote speaker – and found and hired me! Filed under: B2B demand generation , B2B lead generation , Keynote Speaker , Leadership , Management best practices.
  • KOMARKETING ASSOCIATES  |  MONDAY, MARCH 10, 2014
    [B2B, Companies] Announcing The Inaugural B2B Web Usability Report
    What elements of the B2B vendor site were most valuable? Our goal was to validate what B2B marketers were doing right, what they needed to improve, and hopefully help guide the B2B online marketing experience moving forward. The B2B buyer expects to qualify a vendor in a straight-forward process. Want to learn more?
  • FEARLESS COMPETITOR  |  SUNDAY, MARCH 9, 2014
    [B2B, Companies] It’s officially over – my dispute with a former employer
    Jeff Ogden of Find New Customers is an award-winning marketing expert as well as President of the nicest company in B2B marketing today, Find New Customers. Jeff’s also the Creator and Host of the popular syndicated TV on the Web show Marketing Made Simple TV Filed under: Demand Generation , Marketing Made Simple TV.
  • HUBSPOT  |  THURSDAY, MARCH 6, 2014
    [B2B, Companies] Oracle Adopts an Inbound Approach With New Focus on Social Sales
    CMOs and industry leaders have started to talk about “Customer Obsessed Marketing,” “Modern Marketing,” and “Demand Generation.” Our eyes will be on Oracle to see how the social selling initiative takes hold in a more traditional B2B enterprise. Now this was interesting -- this is inbound.
  • KOMARKETING ASSOCIATES  |  THURSDAY, MARCH 6, 2014
    [B2B, Companies] Who Is Your B2B Customer & How Do They Find You?
    'C-level executives need to stay informed about their target audiences, and the best B2B marketers find ways to make sure that understanding scales across the organization. The following is a list of ideas B2B organizations can use to identify and reach their target audiences: Create A Description of Your Ideal Buyer. Image Credit.
  • FEARLESS COMPETITOR  |  WEDNESDAY, MARCH 5, 2014
    [B2B, Companies] Check out all the great content at Find New Customers
    Find New Customers is not only the nicest company in the b2b marketing space , but it is also filled with great content to help you improve your business results. Filed under: B2B demand generation , B2B lead generation , Demand Generation , Find New Customers , Management best practices.
  • CUSTOMER EXPERIENCE MATRIX   |  TUESDAY, MARCH 4, 2014
    [B2B, Companies] Vendemore Moves B2B Display Ad Targeting Towards the Bottom of the Funnel
    Like the other firms, Vendemore uses IP address to identify the company of Web site visitors, spots visitors of interest to its clients, and sends targeted ads to those visitors. This allows marketers to send different contents to companies as the marketing automation system tracks them through different stages of the buying process.
  • ANNUITAS  |  TUESDAY, MARCH 4, 2014
    [B2B, Companies] The Rise of the Marketing Technologist – Part 1
    It shouldn’t be surprising when a by-the-numbers deployment hits some bumps when applied to your company, because every company’s needs and buyers are unique. Author: Jason Stewart @jstewart_1 Vice President, Demand Generation, ANNUITAS. By 2017 the CMO will spend more on technology than the CIO. ”.
  • FEARLESS COMPETITOR  |  MONDAY, MARCH 3, 2014
    [B2B, Companies] 2+2 = 5: Madison Logic + Marketing Made Simple TV
    That’s an unbeatable combination for B2B companies today. Sprinkle on the power of the largest B2B lead generation company in the USA. The best of a PR firm combined with a roll-up-the-sleeves lead generation company. Filed under: Demand Generation. Demand Generation
  • KOMARKETING ASSOCIATES  |  MONDAY, MARCH 3, 2014
    [B2B, Companies] The LinkedIn Publishing Platform Puts Power in the Hands of the B2B Buyer
    These type of metrics, combined with the fact that LinkedIn already is one of the top platforms for publishing B2B content, lead to a potentially tremendous content development opportunity for B2B marketers and the organizations they represent. The B2B buyer controls the marketing message. Final Thoughts.
  • HUBSPOT  |  MONDAY, MARCH 3, 2014
    [B2B, Companies] Why Marketing Automation Fails: 3 Common Reasons
    Note: One of the most common reasons marketing automation fails is a company isn''t actually solving for their entire funnel -- in other words, they''re not using top-of-the-funnel channels to drive traffic to their website they can convert into leads. 'Human-to-human connections are the heart and soul of marketing. But it’s not.
  • MARKETING ACTION  |  MONDAY, MARCH 3, 2014
    [B2B, Companies] Digital Marketing Glossary, Part 3
    Paid media is often important for creating awareness, an early step in demand generation. Privacy policy : “A clear description of how your company uses the email addresses and other information it gathers via opt-in requests for newsletters, company information or third-party offers or other functions. license.
  • ANNUITAS  |  THURSDAY, FEBRUARY 27, 2014
    [B2B, Companies] Three Things a Demand Strategy is NOT
    And based on what I see today, most companies are not building a true Demand Strategy. So let’s be clear on what a Demand Strategy is not…. Demand Strategy does not start with a marketing technology solution. Demand Strategy is not a list of tactics or a “drip campaign”. Demand Strategy is not internally focused.
  • MARKETING ACTION  |  TUESDAY, FEBRUARY 25, 2014
    [B2B, Companies] An Act-On Conversation: Jay Hidalgo and Atri Chatterjee Talk Demand Generation, Part 1
    'Recently I had the opportunity to moderate an Act-On Conversation on demand generation. The Conversationalists, Jay Hidalgo and Atri Chatterjee, defined demand generation and talked about how personas, sales and marketing alignment, and content marketing are a trifecta for successful demand generation.
  • KOMARKETING ASSOCIATES  |  MONDAY, FEBRUARY 24, 2014
    [B2B, Companies] Survey Says: Slow Web Page Load Time Hurting B2B Vendors
    This is exactly what we found when we conducted research for our 2014 B2B Web Usability Report (Stay tuned! Of the total B2B buyers surveyed, 66% said a slow site would cause them to leave the site immediately. B2B buyers do no have time for hourglasses.”. I wouldn’t wait for a company site I’m not familiar with.”.
  • MARKETING ACTION  |  MONDAY, FEBRUARY 24, 2014
    [B2B, Companies] Digital Marketing Glossary, Part 2
    'In the first installment of this series, I commented that I’d gotten “lead gen” and “demand gen” mixed up. Seems I am not alone, so before we leap off into the next group of definitions, a few more words are in order about “demand generation vs. lead generation.”. Lead generation is one tactic, used to obtain contacts.”.
  • FEARLESS COMPETITOR  |  FRIDAY, FEBRUARY 21, 2014
    [B2B, Companies] SCORE with your customers. Introducing the SCORE Demand Generation program from Find New Customers
    SCORE is the idea behind this service from Find New Customers – to help companies create best-practices demand generation programs. SCORE is a three phase, step by step program any company can follow. Just click the link below to download the SCORE demand generation program.
  • THE POINT  |  TUESDAY, FEBRUARY 18, 2014
    [B2B, Companies] How the Answer to One Question Can Tell You How to Market Your Technology
    How a company answers this question tells me a great deal about two things: 1. Whether a company should predominantly use inbound or outbound marketing; 2. The type of content most likely to work best for demand generation. Technology companies in nascent product categories have an entirely different challenge.
  • FEARLESS COMPETITOR  |  TUESDAY, FEBRUARY 18, 2014
    [B2B, Companies] How to Find New Customers – the Definitive Guide to B2B Demand Generation
    It’s the kind of meaty, thorough guide to B2B demand generation you really need. Jeff Ogden, the award-winning marketing expert, is founder and President of Find New Customers , the nicest company in B2B marketing today. If you’re looking for B2B lead generation companies , check out Find New Customers.
  • FEARLESS COMPETITOR  |  MONDAY, FEBRUARY 17, 2014
    [B2B, Companies] This is the blog of the nicest company in B2B marketing today, Find New Customers
    'We look forward to sharing insights regarding B2B marketing and sales with you. Filed under: Demand Generation. Demand Generation
  • DIGITAL B2B MARKETING  |  MONDAY, FEBRUARY 17, 2014
    [B2B, Companies] The Lie of B2B Brand Advertising
    This will provide air cover and soften the market for our demand generation campaign.” This approach is common in B2B marketing, particularly for mid-sized marketers. You were never really focused on demand generation, your real focus was lead generation. It fails, consistently, for two reasons.
  • MARKETING ACTION  |  MONDAY, FEBRUARY 17, 2014
    [B2B, Companies] Digital Marketing Glossary, Part 1
    read not long ago that a lot of folks confuse or conflate “lead generation” with “demand generation.” B2B marketing : Business-to-business marketing. The phrase is also used to refer to all aspects of interaction that a company has with its customers, whether sales or service-related. 'Guilty as charged.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, FEBRUARY 13, 2014
    [B2B, Companies] Marketing Automation 2014 Industry Overview: What the Surveys Tell Us
    Mintigo’s technology scans the Internet for things like job listings and Javascript tags and infers from those which products are used at every company it finds. There’s still a bit of selection bias – it won’t work if a company isn’t on the Internet – but the impact is obviously much less. Here’s how I see things. million for Marketo.)
  • ANNUITAS  |  THURSDAY, FEBRUARY 13, 2014
    [B2B, Companies] Demand Generation: Why Marketing Gets it Wrong and Sales Doesn’t Get It At All
    'A new report called The Reinvention of B2B Marketing , from eConsultancy shows there is still quite a disparity between B2B marketing and sales organizations.  There is no cold calling in a holistic, buyer-centric Demand Generation Strategy. Blog B2B Marketing buyer''s journey.
  • SALES PROSPECTING PERSPECTIVES  |  THURSDAY, FEBRUARY 13, 2014
    [B2B, Companies] How to Use Three Types of Data to Drive B2B Sales
    According to NetProspex, more than 60% of B2B companies rely on “unreliable” data to fuel demand generation. We want to show your company how you can prevent wasting money and use data to your advantage. Analytic data can predict when and what companies are more likely to buy your service or product.
  • THE POINT  |  TUESDAY, FEBRUARY 11, 2014
    [B2B, Companies] Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora
    'Paul Albright boasts a 30-year track record of success in Silicon Valley, including executive roles at companies such as Marketo, SuccessFactors, NetApp, and Informatica. sat down with Paul recently to talk about his new company and where Captora fits into the ever-expanding landscape of marketing technology. HS] Thanks Paul!
  • LEADERSHIP  |  MONDAY, FEBRUARY 10, 2014
    [B2B, Companies] B2B Leads—5 Tips to (Super) Bowl Them Over with Social Media
    While phenomena like Twitter, YouTube and Facebook have quite literally, taken our personal world by storm, there is still not enough quantifiable evidence to prove their bottom line impact on the B2B world. What can we as B2B marketers do to ‘Super Bowl’ our top quality leads and convert them into happy, loyal customers? Right? Wrong!
  • CRIMSON MARKETING  |  THURSDAY, FEBRUARY 6, 2014
    [B2B, Companies] Why The Perfect Marketing Department Needs To Evolve [Infographic]
    Lead Generation. Inbound Marketing: Accounted for 34% of all leads generated in 2013. Savvy Demand Generation is Driving Change. “Marketing agencies that aren’t restructuring to meet the demands of 2020 today will be left by the wayside.” 83% of respondent companies are using social technology.
  • CUSTOMER EXPERIENCE MATRIX   |  TUESDAY, FEBRUARY 4, 2014
    [B2B, Companies] New Raab VEST Report: B2B Marketing Automation Will Reach $1.2 Billion in 2014
    'I’ve just published the latest edition of our B2B Marketing Automation Vendor Selection Tool (VEST), with updated entries on all your favorites and several new entries to boot. My data are a little less comprehensive than previously because several of the big vendors are now part of public companies and don’t share detailed information.
  • CRIMSON MARKETING  |  TUESDAY, FEBRUARY 4, 2014
    [B2B, Companies] Jon Miller, Marketo Co-Founder and VP Marketing : How To Make Data Analytics a Natural Marketing Outcome [Podcast]
    'An extremely small minority of companies understand how to tweak their demand generation funnel to account for real time activities inside their organization. As B2B companies embrace the omni-channel buyer, marketing analytics tools will move toward auto-engaging people with the right content at the right time.
  • ANNUITAS  |  TUESDAY, FEBRUARY 4, 2014
    [B2B, Companies] Why Organizations Should Stop Focusing on Lead Nurturing Campaigns
    'The stats, guides and tips to effective lead nurturing abound in the B2B marketplace and yet with all of this information,  still only a fraction of B2B companies are using or effective in the use of lead nurturing according to MarketingSherpa. Figure 2: Nurturing as part of a Strategic Demand Generation Program.
  • KOMARKETING ASSOCIATES  |  MONDAY, FEBRUARY 3, 2014
    [B2B, Companies] Getting the Most Out of Google Shopping as a B2B E-Commerce Vendor
    'Google Shopping is one of the more underutilized PPC strategies for B2B companies, especially those that have an e-commerce component to their online marketing strategy. The Shopping Campaigns mainly surround a company’s online store as a whole, instead of a concentration on specific products, like the PLAs. Shopping Campaigns.
  • CUSTOMER EXPERIENCE MATRIX   |  FRIDAY, JANUARY 31, 2014
    [B2B, Companies] More New Systems Challenge the Marketing Automation Status Quo
    Other advantages include Google Adword integration; tagging leads by search term and Facebook ad; integration with Webex and GoToWebinar for event management; and a partnership with ZoomInfo to add contact names from companies that visit the client’s Web site. Although this approach is popular, there are others. Here are a few options. to $9.99
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