MADISONLOGIC B2B WHITE PAPERS | THURSDAY, OCTOBER 8, 2015
[B2B, Companies] Interactive 24x7 Content: Why Online Presentations Belong in Every Digital Content Strategy
of presentations that tell the story of the company, its products, its technologies, its ideas, its customers, and its. the data that’s generated every time a viewer interacts with the material. That said, you can’t argue with the reach and simplicity of the SlideShare upload -- especially for some demand- generation applications.
ANNUITAS | THURSDAY, OCTOBER 8, 2015
[B2B, Companies] Why Demand Generation Should Be Perpetual
This is the second year that ANNUITAS has conducted its Enterprise B2B Demand Generation Survey with the goal of gaining better insights into the approach that enterprise organizations take to demand generation. Look to educate and not just qualify: Demand generation is about more than just qualifying leads.
VIDYARD | WEDNESDAY, OCTOBER 7, 2015
[B2B, Companies] Say Hello to Personalized Video!
Today’s marketers have demonstrated a deep understanding of what today’s consumers are looking for: in the age of the Internet, engaging digital content, mainly in the form of video, is in high demand. More than just a party trick, personalization is critical for B2B marketing and sales. Say hello to Personalized Video! Stand out.
VIEWPOINT | TUESDAY, OCTOBER 6, 2015
[B2B, Companies] Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 5]
I consider SiriusDecisions to be the gold standard when it comes to best practices in B2B marketing and sales processes. Is ABM the Holy Grail for lead generation or just another black box solution destined to cost a lot of money, distract marketing and end up getting more bad leads to sales faster than ever before? It doesn’t have to.
MODERN B2B MARKETING | FRIDAY, OCTOBER 2, 2015
[B2B, Companies] 2016 Marketing Events That Will Shine as Bright as Gold
In recent times, our industry has seen more and more events pop up right and left—it seems like every company and organization is putting on a show now. But with this volume, how do you weed through the haystack and pinpoint the ones that your company should actually have a presence at? B2B Online Conference 2016 – May 9 th - 11 th.
VIEWPOINT | THURSDAY, OCTOBER 1, 2015
[B2B, Companies] Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 4]
That’s what I set out to find when I presented this question to fellow industry experts: According to a report by SiriusDecisions, 2015 State of Account-Based Marketing (ABM), more than 60 percent of companies plan to invest in technology for ABM to better align sales and marketing over the next twelve months. You have to bear hug sales.
CRIMSON MARKETING | TUESDAY, SEPTEMBER 29, 2015
[B2B, Companies] Why It’s Important To Be Data-Driven in B2B Marketing [Infographic]
Companies are facing buyers who are more knowledgeable than ever before. To keep pace, B2B marketers needs to be connected across channels and devices to create an optimal customer experience. . The post Why It’s Important To Be Data-Driven in B2B Marketing [Infographic] appeared first on.
THE POINT | WEDNESDAY, SEPTEMBER 23, 2015
[B2B, Companies] 10 Ways to Generate More Leads from Your Business Blog
If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment. Subscribe Now!”). 4.
B2B MARKETING INSIDER | WEDNESDAY, SEPTEMBER 23, 2015
[B2B, Companies] The 32 Top Consumer Content Marketing Brands
93% – that’s how many organizations said they rely on content marketing for brand building and demand generation this year according to the Content Marketing Institute. Denny’s blog is a downright hilarious collection of user-generated content, upbeat notes of encouragement, and silly food humor. So who’s doing it really well?
MODERN B2B MARKETING | TUESDAY, SEPTEMBER 22, 2015
[B2B, Companies] Planning Templates for Everyone! Plan Your 2016 Marketing Programs Now
This blog will give you some planning help with our program plan templates for both B2B Marketers and Consumer Marketers and walk you through some important questions to consider. But it could also signify important company objectives such as increasing brand awareness to a certain segment about your new product. Now look at you!
LEADERSHIP | TUESDAY, SEPTEMBER 22, 2015
[B2B, Companies] 7 Habits of a Rock Star CMO
As the CMO of a successful B2B marketing company, he absolutely rocks his role. While lead generation and ROI are at the top of his radar, he is also highly creative and his business sense is dead on. Scott also talked about this being a problem and how he has successfully introduced changes in his company.
GROW - PRACTICAL MARKETING SOLUTIONS | WEDNESDAY, SEPTEMBER 16, 2015
[B2B, Companies] 5 Big tips to make LinkedIn ads work for you
LinkedIn is today’s B2B media powerhouse. If you are a B2B marketer, in nearly any sector, chances are you are paying attention to LinkedIn, as well you should. LinkedIn brings three things that make it stand out from other B2B media companies. LinkedIn is today's B2B media powerhouse. Scale. Use negatives.
ANNUITAS | TUESDAY, SEPTEMBER 15, 2015
[B2B, Companies] 5 Simple Steps to Ruin Marketing Automation
According to the SiriusDecisions B-to-B Marketing Automation Study from 2014, there are nearly 11 times more B2B organizations using marketing automation now than in 2011. Your marketing automation platform needs to be a tool to enable your Demand Generation Strategy. Things couldn’t be better. How do you know?
THE POINT | TUESDAY, SEPTEMBER 15, 2015
[B2B, Companies] Which Content, Tactics & Technologies Are Driving Demand Generation ROI?
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. The post Which Content, Tactics & Technologies Are Driving Demand Generation ROI?
LEADERSHIP | FRIDAY, SEPTEMBER 11, 2015
[B2B, Companies] A 10-Point SLA for Sales and Marketing
They don’t follow up on the leads we generate – they lose time and don’t convert. Sales complains that Marketing does not generate enough volume of leads and many of the leads they are given are not properly qualified; hence they cannot close. Companies that align #Sales and #Marketing benefit from 20% annual revenue growth.
KOMARKETING ASSOCIATES | FRIDAY, SEPTEMBER 11, 2015
[B2B, Companies] 5 Essential Disciplines For The B2B Marketing Professional
No matter what your specific industry is, if you’re in B2B, there are a several very useful disciplines and points of action that can help you implement campaigns successfully. Social media can work for almost any company, provided that they are using the right platform(s). Idea Generation. Website Analytics. SEO Audit Tools.
VIDYARD | TUESDAY, SEPTEMBER 8, 2015
[B2B, Companies] Ready for Takeoff: Vidyard Announces Lineup for 2015 Space Camp Video Marketing Summit
Video is one of the fastest growing and most effective areas of B2B and B2C marketing today. Space Camp attendees will hear from innovative marketing leaders about how video is helping drive results at their companies and will learn practical techniques to launch and advance their own video marketing programs. 6-7 in San Francisco.
VIDYARD | TUESDAY, SEPTEMBER 1, 2015
[B2B, Companies] Learn from Some of the Best Marketing Automation Blogs
And it likely won’t slow down: according to Aberdeen Group, companies that utilize marketing automation have a 107% better lead conversion rate and 40% greater average deal size. It’s no surprise that one of the largest marketing automation platform companies offers a blog that’s full of great advice. So without further ado: Eloqua.
ANNUITAS | TUESDAY, SEPTEMBER 1, 2015
[B2B, Companies] Today’s Buyers Are Not Mono-Channel
If this is how we operate in our personal lives, why is it that B2B vendors lose this concept when marketing to their buyers? According to recent articles and blogs the best approach to a B2B demand generation program is mono-channel. Email teams, web teams, social teams, content teams, event teams, etc.
B2B MARKETING INSIDER | TUESDAY, SEPTEMBER 1, 2015
[B2B, Companies] The Old Demand Generation Model Versus The New
Many Companies still feel that the optimal approach for generating revenue is to have the Account Executive be responsible for managing the data, hunting for prospects, qualifying the prospect, presenting and closing. The main reason companies are hiring account executives is to close business. So what are companies to do?
B2B MARKETING INSIDER | MONDAY, AUGUST 31, 2015
[B2B, Companies] 3 Steps To Email Marketing That Nurtures Leads And Closes Sales
Because of this widespread contempt for email marketing, some companies are reluctant to fully embrace the power and effectiveness of email marketing. Priority Initiatives – What causes certain buyers to buy from a company like yours, and how are they different from buyers who remain attached to the status quo? Demand Generation
IT'S ALL ABOUT REVENUE | MONDAY, AUGUST 31, 2015
[B2B, Companies] Avoid these 10 Marketing Automation Rookie Mistakes
If your company is considering marketing automation or you have recently implemented it, you are not alone. That’s why I’m sharing 10 rookie mistakes you need to avoid if you want to have any shot at implementing marketing automation properly for your company. 1. Clearly, a lot of marketers are going to be very new to this.
LEADERSHIP | FRIDAY, AUGUST 28, 2015
[B2B, Companies] Interesting Infographics: It’s All About The Leads
Much like how the Nature vs. Nurture argument in scientific circles has evolved into an acceptance that both sides play a role, both quality and quantity are important when it comes to lead generation and management. Lead generation, we all know, isn’t a straightforward process guaranteed to lead to sales. If only it were that easy!
LEADERSHIP | TUESDAY, AUGUST 25, 2015
[B2B, Companies] 7 Challenges Facing B2B Lead Generation and Ways to Optimize Them
Some of my golf buddies happened to be CMOs at organizations that depend heavily on channel partners for their B2B marketing. As we cursed and sweated over a bad shot or cheered on when we got lucky, the conversation drifted towards the common challenges that channel marketers struggle with in their demand generation efforts.
THE POINT | TUESDAY, AUGUST 25, 2015
[B2B, Companies] A Follow-Up Strategy for Content Syndication Leads
Furthermore, that individual hasn’t downloaded that content from your Website, and may not even be familiar with your brand or even remember your company’s name from the white paper they downloaded mere days ago. It’s important to recognize that content syndication leads are not like most sales leads. references the specific content asset. 2.
MARKETING ACTION | TUESDAY, AUGUST 25, 2015
[B2B, Companies] 5 Keys to Revenue-Boosting Demand Generation
“Silo” has become the dirtiest of dirty words in business and leadership these days. “ To Build Your Business Smash Your Silos ,” urges Fast Company Magazine. In its place, these silo slayers have created a new revenue beast — the demand generation department. But demand generation is complicated. Nurture Leads.
B2B MARKETING INSIDER | MONDAY, AUGUST 24, 2015
[B2B, Companies] Why Email Marketing Trumps Social Media
And social media companies like Facebook, Google and Twitter garner a lot of media attention. They want to hear from their friends before they want to hear from your company. So when you encourage referrals from existing leads, it helps you generate new ones. 3. Email Demand GenerationAnd with good reason.
MODERN B2B MARKETING | MONDAY, AUGUST 24, 2015
[B2B, Companies] Data Talks! 2 Proven Lead Generation Tactics to Jump on Now
In fact, 61% of B2B marketers cite generating high-quality leads as their No. Part of the problem is that everywhere you look, someone is telling you about new-and-better ways to generate leads. According to Forbes: 71% of B2B marketers use content marketing to generate leads. Company Blog. They work, too.
THE POINT | THURSDAY, AUGUST 20, 2015
[B2B, Companies] Is B2B Lead Generation Really This Difficult?
Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. Marketing automation has helped increase lead generation effectiveness by leaps and bounds, but campaign reporting is still a weak link.
ANNUITAS | THURSDAY, AUGUST 20, 2015
[B2B, Companies] Marketing Enablement and The Technology Stack
asked Scott Brinker , President, CTO and Co-founder of ion interactive, and the creator of the amazing and daunting Marketing Technology Landscape supergraphic (1,876 companies as of January 2015) approximately how many technologies does the average marketer use on a daily basis in a mid-sized organization? It was a lot more than two.
VIEWPOINT | THURSDAY, AUGUST 20, 2015
[B2B, Companies] The Why, What & How of a Lead-to-Revenue Assessment, Part 2 - The How
These include: Lead and demand generation: How are we attracting and engaging the target audience in building a consistent flow of prospective buyers? Gather the revenue influencers in your company—CEO, marketing, sales, operations, IT—to gain insight into the way your internal teams work together. Step 2 – Data Gathering.
B2B MARKETING INSIDER | WEDNESDAY, AUGUST 19, 2015
[B2B, Companies] 3 Steps To Waltz Your Way To Lead Generation Success
Are you overwhelmed with all the elaborate moves in the lead generation buyer-seller dance? Generating leads on your website can seem as mysterious as waltzing. But like the waltz, there are three basic steps that, when executed consistently, can make the lead generation process seem as smooth and effortless as a well-performed waltz.
ANNUITAS | TUESDAY, AUGUST 18, 2015
[B2B, Companies] 3 Mistakes to Avoid When Developing a Demand Generation Strategy
Marketing automation has forever changed the way B2B marketing is conceived and executed. Developing a comprehensive Demand Generation Strategy is not a simple task. The three biggest mistakes a company can make in the development of their strategy are some of the most fundamental. Product-centric planning-.
VIEWPOINT | TUESDAY, AUGUST 18, 2015
[B2B, Companies] The Why, What & How of a Lead-to-Revenue Assessment, Part 1 - The Why & What
In today’s B2B companies, marketing and sales alignment is critical to success. Unfortunately, few B2B organizations focus on creating, implementing and executing a defined marketing and sales process. Increased spending on lead generation. Invested in content generation. Hired a social media marketer.
B2B MARKETING INSIDER | MONDAY, AUGUST 17, 2015
[B2B, Companies] 4 Tricks To Master The Magic Of Modern Lead Generation
Do you want to generate more leads from buyers shopping only on price –OR– from prospects looking for your help? It’s no secret that the nature of lead generation and sales is changing. For a long time, salespeople could generate a lot of their own leads and then guide prospects through the buyer’s journey before closing the sale.
THE ROI GUY | WEDNESDAY, AUGUST 12, 2015
[B2B, Companies] End Death by PowerPoint and a 1,000 White Paper Cuts
Most organizations spend a significant portion of their marketing budget on creating content to fuel demand generation programs, and to arm sales reps to have better conversations and engagements. This means that a typical company is wasting $1 out of every $7 spent on marketing each year.
B2B MARKETING INSIDER | WEDNESDAY, AUGUST 12, 2015
[B2B, Companies] Why Landing Pages Are To Leads As Phone Numbers Are To First Dates
Do you want to generate more leads on your website? Sadly, many companies who want to generate leads on their websites are making the same mistake I did when I forgot to ask for Miss Right’s phone number when I first met her. Many companies are doing content marketing to attract more of the right kind of traffic to their sites.
B2B MARKETING INSIDER | FRIDAY, AUGUST 7, 2015
[B2B, Companies] Goal-Directed Decision Making Drives B2B Buying And Selling
These goal-directed behaviors and activities are powerful influences on decision-making in the world of B2B buying and selling. So powerful, in fact, B2B decision makers often select strategies, short-term plans, and long-term plans based upon the personalized goals they may be striving for. B2B Is Too Fixated On Process And Journey.
ANNUITAS | THURSDAY, AUGUST 6, 2015
[B2B, Companies] What Being Agile Means for Today’s Marketers
If you’re unable to track what channels, content offers and messages are generating inbound engagement and outbound response you’ll be at a loss for knowing what is resonating with your audience. Take a look at last year’s B2B Enterprise Demand Generation Study by ANNUITAS to get a general idea about what KPIs and areas to focus on.
MODERN B2B MARKETING | THURSDAY, AUGUST 6, 2015
[B2B, Companies] On the Road Again! 4 Reasons Why Roadshows Are Your New Best Friend
The purpose of roadshows is to take your company’s message and brand—you guessed it—on the road. Many companies do roadshows for a variety of reasons. Roadshows can be crucial to your company’s bottom line for various other reasons, too. They Jumpstart Your Demand Generation Efforts. Event Marketing b2b
B2B MARKETING INSIDER | WEDNESDAY, AUGUST 5, 2015
[B2B, Companies] How To Create B2B Website Content That Sells
For B2B Internet marketing and websites, the axiom is “content is king.”. Here are the nine things to keep in mind for killer B2B website content. 1. apologize for the torture you’re about to endure – next-generation, cutting-edge, groundbreaking, best-of-breed, mission-critical , etc. 5. Demand Generation
CRIMSON MARKETING | TUESDAY, AUGUST 4, 2015
[B2B, Companies] 5 Ways to Boost Your B2B Marketing into Overdrive
B2B companies have recently had to confront an awkward truth. B2B buyers do not make purchasing decisions lightly; they weigh choices carefully. However, in today’s B2B climate, buyers choose when and where to engage. Below are five ways to boost your B2B Marketing into overdrive: Step 1 – Take a “Full Funnel” Approach.
B2B MARKETING INSIDER | MONDAY, AUGUST 3, 2015
[B2B, Companies] The 2 Things You Must Nail For Lead-Generating B2B Content
Are you overwhelmed with the complexity of creating B2B marketing content that generates leads? Studies show that 60% of the B2B sales cycle is over before a prospect first talks to a salesperson ( Corporate Executive Board ). Companies can communicate directly with their audiences. Demand Generation
MODERN B2B MARKETING | MONDAY, AUGUST 3, 2015
[B2B, Companies] Marketo Data Tells Us: What Is the Top Conversion Rate by Channel?
It’s a metric that lead generation marketers—from practitioners all the way up to CMOs—are measured on. The conversion rate, in terms of demand generation , is the percent of “contacts” that successfully go from one stage of the funnel to the next. Marketing Metrics b2bAuthor: Johnny Cheng I’m baaaack! Takeaway?
B2B MARKETING INSIDER | FRIDAY, JULY 31, 2015
[B2B, Companies] The Importance Of Goal-Directed Behaviors To Buyer Personas
For instance, should we purchase software package A from Company A or software package B from Company B? The intent on isolating and influencing decisions based upon Company A or Company B being the better option. The post The Importance Of Goal-Directed Behaviors To Buyer Personas appeared first on B2B Marketing Insider.
MARKETING ACTION | THURSDAY, JULY 30, 2015
[B2B, Companies] Marketing Automation for the New Buyer’s Journey
Just a few short years ago, the average B2B buyer still responded well to the classic marketing and sales tag-team approach, with marketing providing high-quantity product exposure and sales moving in to close the deal. Companies that use marketing automation see big returns. And then the buyer broke the mold. Start with your buyer.
IT'S ALL ABOUT REVENUE | WEDNESDAY, JULY 29, 2015
[B2B, Companies] 8 Tips to Jump Start Your Account-based Marketing
Analyze your customer database to identify common traits, and think about accounts with a history of buying from companies like yours. 2. Once you have created a list of target accounts and understand the nuances of each, develop a strategy and outline the tactics you’ll use to engage key stakeholders within those companies. 6.
B2B MARKETING INSIDER | WEDNESDAY, JULY 29, 2015
[B2B, Companies] 5 Signs You Don’t Know Your B2B Customer
Here are 5 warning signs you maybe don’t know your B2B customer as well as you should. 1. The post 5 Signs You Don’t Know Your B2B Customer appeared first on B2B Marketing Insider. Demand GenerationDo you remember the board game Guess Who? For a board game, this strategy works well. But take a close look.
LEADERSHIP | TUESDAY, JULY 28, 2015
[B2B, Companies] The Key to B2B Marketing Transformation: Integrate People, Processes and Technology
Each week, I get some very interesting questions from members of our exclusive, invitation-only B2B LinkedIn Group. We exchange notes with thought leaders in the industry on a range of topics and challenges faced by B2B organizations. Is your company plagued by organizational inefficiencies? Is there one? You’re not alone!
B2B MARKETING INSIDER | TUESDAY, JULY 28, 2015
[B2B, Companies] Want More Leads But Don’t Have A Blog? Here’s How To Get Started
Did you know companies that blog have 55 percent more website visitors and get 70 percent more leads than those that don’t blog? By far, the most effective way to increase site traffic and leads is with a company blog. If you want more traffic and leads, don’t write about your company and its products. Demand Generation
VIDYARD | MONDAY, JULY 27, 2015
[B2B, Companies] Marketing Automation: The Foundation of Your Marketing Tech Stack
Marketing automation platforms (MAPs) are quickly becoming the cornerstone of the modern B2B marketing technology stack because they are more efficient, more powerful, and more cost-effective than using a diverse set of point tools. Email campaigns to generate engagement, nurture prospects, and onboard new customers. Could I use that?
IT'S ALL ABOUT REVENUE | MONDAY, JULY 27, 2015
[B2B, Companies] The 3 Biggest Problems With Lead Nurturing
In fact, according to the 2014 B2B Enterprise Demand Generation Study conducted by ANNUITAS, 75% of respondents stated they are using lead nurturing. The phrase “lead nurturing campaigns” should be struck from the vocabulary of demand generation professionals. Where is the disconnect?
B2B MARKETING INSIDER | MONDAY, JULY 27, 2015
[B2B, Companies] Why Personas Fail
Ask an industry thought leader, and you will hear similar validation, “ personas are more important than ever ” and “ know your buyer first. ” In fact, 73% of companies currently use, or plan to use, buyer personas (ITSMA). 85% of companies aren’t using buyer personas correctly, according to the same survey. Demand Generation
KOMARKETING ASSOCIATES | TUESDAY, JULY 21, 2015
[B2B, Companies] 11 Key Factors In Building Landing Pages for B2B Search Engine Marketing Initiatives
One of the most direct ways B2B marketers can improve SEO, PPC, and ultimately lead generation initiatives is through the development of landing pages, designed to showcase individual content marketing assets. Company Updates. That said, the form submission represents the key opportunity to collect lead generation information.
LEADERSHIP | TUESDAY, JULY 21, 2015
[B2B, Companies] B2B Personalization is Still Far from ‘Wash-Rinse-Repeat’ Mode …But You Can Create the Right Framework
There’s a story I heard from the late Chet Holmes, Super Strategist of the Fortune 500 and author of the best-selling book, The Ultimate Sales Machine. At one point, Chet used to head 9 divisions of a company for Charlie Munger, vice chairman of Berkshire Hathaway. Why can’t we do this with demand generation? Click To Tweet.
B2B MARKETING INSIDER | MONDAY, JULY 20, 2015
[B2B, Companies] 5 Marketing Challenges Solved with Buyer Personas
We had an excellent conversation about the need for buyer personas, and the role they play as a foundational component of a B2B marketing strategy. Shannon’s firm helps companies ranging from emerging startups to Fortune 1000 enterprises facing various marketing challenges in demand generation, content, messaging, strategy and more.
B2B MARKETING INSIDER | TUESDAY, JULY 14, 2015
[B2B, Companies] Is Customer Retention The Secret To Content Marketing ROI?
That is the type of customer retention and loyalty that every single company out there dreams of, so how did Borussia Dortmund achieve this? If you look at a brand like Red Bull that is viewed as one of the kings of content, you’ll notice that they are a media company that just happens to sell an energy drink. Content Marketing
VIEWPOINT | THURSDAY, JULY 9, 2015
[B2B, Companies] PowerOpinions: Making Lead Scoring a Success Part 2 [Expert Advice]
We recently asked top industry experts the following question: As we enter the second half of 2015, have companies made the adjustments necessary to utilize lead scoring or is the status quo killing results? Because it has become clear that marketing automation is making it easier than ever to generate poor quality leads. Part 1.
MODERN B2B MARKETING | WEDNESDAY, JULY 8, 2015
[B2B, Companies] 5 Vital Strategies for a Successful Marketing Automation Implementation
Author: Veronica Holmes One of the biggest questions facing companies that are just starting out on their marketing automation journey is how to effectively prepare their business and teams for the changes ahead. Web developers to integrate new demand generation forms in your website. Marketing Automation b2b Consumer
B2B MARKETING INSIDER | WEDNESDAY, JULY 8, 2015
[B2B, Companies] Stop Being Snubbed On The Buyer’s Journey!
If you were a hitchhiker on the B2B highway, would customers pick you up? 86% of clients would engage with a sales rep if they provided insights about their company, industry or category (Source: LinkedIn). appeared first on B2B Marketing Insider. Demand GenerationThe Social Selling Facts. Look The Part.
VIEWPOINT | TUESDAY, JULY 7, 2015
[B2B, Companies] PowerOpinions: Making Lead Scoring a Success Part 1 [Expert Advice]
My question to you and top industry experts is this: As we enter the second half of 2015, have companies made the adjustments necessary to utilize lead scoring or is the status quo killing results? Here’s why: Most companies don’t have a documented content marketing strategy. The Flawed B2B Approach. B2B buyers are committees.
LEADERSHIP | TUESDAY, JUNE 30, 2015
[B2B, Companies] Where is Your Demand Generation Program on the Effectiveness Quotient?
In a recent chat with the CMO of a software services company, I asked him about the progress of their latest demand generation campaign. He said, “We are aiming to be among the 2.8% of marketers who believe their demand generation campaigns are effective.”. success rate for demand generation program effectiveness!
MARKETING ACTION | TUESDAY, JUNE 30, 2015
[B2B, Companies] Improve Your Offer Strategies by Learning to Let Go
Sending a live demo to a list of new leads that have never heard of your company would fall flat, as that is content suited to someone deeper in the cycle. Every company’s lead generation efforts can benefit greatly when the sales and marketing team is on the same page. Your eyes lit up when you saw the glorious open rates.
B2B MARKETING INSIDER | MONDAY, JUNE 29, 2015
[B2B, Companies] 10 Tips To Increase Eyeballs And Conversion
Acid test — if asked what your company stands for, could your customers tell you? 2. This means seamless collaboration between SEO/SEM, Social, Content Marketing, Digital and demand generation teams. Incentivize on total win revenue – nothing short of that truly matters for business results. Deliver a clear brand promise.
CRIMSON MARKETING | FRIDAY, JUNE 26, 2015
[B2B, Companies] Content Mapping: Why It’s Important to Your B2B Buyer Personas
Did you know that 42% of B2B marketers publish new content multiple times per week? Companies don’t have a documented marketing strategy. Only 35% of #B2B marketers have a documented #contentstrategy Click To Tweet. 2. Some companies start simple and only define three stages: Early, Mid, and Late Stage.
B2B MARKETING INSIDER | FRIDAY, JUNE 26, 2015
[B2B, Companies] Stop Focusing On The Sales Process, Silly!
B2B buyers engage with 11.4 Activating your employees and their earned networks will help you consistently connect with an incremental network (to your company’s owned channels) of buyers at the various levels of their research and decision making. Companies need to put themselves in the shoes of the customers. Forrester).
LEADERSHIP | TUESDAY, JUNE 23, 2015
[B2B, Companies] Is Your Customer in the Driving Seat?
As B2B marketers, we really don’t have a choice any longer; the customer is driving with an incredible amount of access to information and a matching increase in the expected levels of service from vendors. Even though the landscape has changed, I STILL see companies running their lead generation like it’s the 90’s.
ANNUITAS | TUESDAY, JUNE 23, 2015
[B2B, Companies] Digital Relevance – An Interview with Ardath Albee
Read the full introduction to Digital Relevance here. Q: What’s the number one reason relevance is so difficult for B2B marketers? And, in B2B, you need to gain clarity about who else is involved with the decision, as well as how they interact with each other. I’m often approached by companies that want me to just develop content.
B2B MARKETING INSIDER | TUESDAY, JUNE 23, 2015
[B2B, Companies] Stay The Course With Demand Generation
When discussing Demand Generation Strategy you should always look at all options before making a decision. This phrase has no greater meaning then in the Demand Generation World. Here are a few things to consider when you are looking for a new Strategic Demand Generation direction. Demand Generation
LEADERSHIP | TUESDAY, JUNE 16, 2015
[B2B, Companies] A 14-Point Credo for the B2B Demand Generation Samurai
Here is an insightful Infographic on the B2B Lead Generation Manifesto. In the complex and ever-evolving world of B2B, you also need a credo that becomes the cornerstone of how you measure everything you do and whether or not it makes the world a better place for your customers. We are at the halfway mark for 2015.
CMO ESSENTIALS | THURSDAY, JUNE 11, 2015
[B2B, Companies] 4 Steps to Grow Demand with Content Aligned to the Buyer’s Journey
Effective demand generation is like creating a garden that blooms all year long (or as close as your growing season allows). Once you plant, you have to maintain each plant as it grows, much like when you launch your first demand gen program to your first list segment. Demand Generation TrendingLearn how to say it.
ANNUITAS | THURSDAY, JUNE 11, 2015
[B2B, Companies] Two Reasons Your B2B Marketing Programs Are Failing
Many marketing organizations have good intentions when it comes to developing their demand generation programs: they want to increase qualified leads, sales opportunities, and closed/won revenue. At ANNUITAS, we call that Demand Process: the proactive management of the demand chain from lead-to-revenue, and from pain point to solution.
B2B MARKETING INSIDER | SUNDAY, JUNE 7, 2015
[B2B, Companies] 5 CMOs On Crafting Your Content Marketing Strategy
“If you look at the numbers that came out last year from the Content Marketing Institute study that 86% of companies are doing it , it’s obvious that marketers are understanding that content is the way to open up a conversation with a prospect.” We couldn’t agree more. After all, they’re the reason your company is here.
LEADERSHIP | FRIDAY, JUNE 5, 2015
[B2B, Companies] 4 Ways to Explore B2B Demand Generation…into the Depths of the Blue Ocean
In the demand generation landscape, I think it is time to embark on a new expedition. As B2B marketers, here are 4 points that you can apply right away to your demand generation activities. Ways to Explore #B2B #DemandGeneration with @BlueOceanStrtgy Click To Tweet. What is it? Request your demo today.
MODERN B2B MARKETING | WEDNESDAY, JUNE 3, 2015
[B2B, Companies] How to Structure Your Organization for Sales and Marketing Alignment
The following are a few of the specific marketing roles we suggest defining: Demand Generation: The core function of this role is lead generation. This team supports revenue goals by generating more qualified leads to pass on to the sales team. Sales Marketing Alignment b2bMarketing Roles. Sales Roles.
ANNUITAS | MONDAY, JUNE 1, 2015
[B2B, Companies] Right vs. Wrong – B2B Sales People and Additional Thoughts About the SiriusDecisions B2B Buyer Research
The B2B marketing and sales world was abuzz a few weeks ago when SiriusDecisions reported that the decline in importance of the B2B sales person, which has been reported by many, has been greatly exaggerated. And with that, the B2B Twittersphere went wild and all B2B sales people breathed a huge sigh of relief.
KOMARKETING ASSOCIATES | THURSDAY, MAY 28, 2015
[B2B, Companies] 40+ B2B Marketing Statistics and Benchmarks to Inspire Performance Throughout 2015
But as the Memorial Day holiday weekend passes us by, how does the progress of your B2B online marketing initiatives look? For example, according to The Content Marketing Institute , at least 86% of B2B marketers are now engaged in content marketing, as detailed in their 2015 B2B Content Marketing Report. In New Marketing Data.
ANNUITAS | TUESDAY, MAY 26, 2015
[B2B, Companies] 3 Things to Think About Before You Develop a Vertical Marketing Strategy
*This post first ran September 25, 2014 via the ANNUITAS blog. I was recently leading a Demand Generation workshop where one of the attendees asked “what approach they should take to develop a vertical or industry aligned marketing strategy.” Blog alignment buyer personas Demand Generation Strategy vertical marketing
LEADERSHIP | WEDNESDAY, MAY 20, 2015
[B2B, Companies] High Performance B2B Lead Generation Engine —A 10-Point Checklist
That is a very important lesson for us marketers, especially in the world of B2B lead generation. We are completely overwhelmed with factors such as the evolution of the B2B buyer, the fast-paced advancements in marketing automation, the plethora of social marketing channels, and all the glitz and glamour of digital marketing.
VIDYARD | WEDNESDAY, MAY 20, 2015
[B2B, Companies] From Marketing Tech to Organizational Alignment: Pocket these Lessons from Sirius Decisions 2015
If you’re a modern marketer that’s using the demand waterfall, lead scoring or lead nurturing, then you’ve probably heard of Sirius Decisions. The goal of the summit is to provide a forum for sharing the latest insights, data, models and frameworks as well as the technology and services powering B2B sales and marketing.
IT'S ALL ABOUT REVENUE | MONDAY, MAY 18, 2015
[B2B, Companies] The 4 Sprints in a Race To Outperform - SiriusDecisions Summit
There is a renewed emphasis on the importance of sales in the B2B buying process and the subsequent alignment. Companies that effectively align across the organization realize one-third more growth or 19 percent greater than peers or 25 percent profit increase. He is the record holder in assists and steals. King's blues club.
THE POINT | SATURDAY, MAY 16, 2015
[B2B, Companies] 4 Key Takeaways from the 2015 SiriusDecisions Summit
Amongst the usual parade of waterfalls, models, and frameworks (all SiriusDecisions’ stock in trade) were some consistent themes highlighting the direction that B2B demand generation – or demand creation, as our hosts would have it – is evolving in 2015: 1. Outbound is the New Inbound.
MODERN B2B MARKETING | FRIDAY, MAY 15, 2015
[B2B, Companies] SiriusDecisions Summit 2015: Honky-tonk, Paul Bunyan, and Magic Johnson to (Cowboy) Boot
What a week for B2B marketers! This is a must-attend event for B2B marketing leaders who are eagerly awaiting the release of new frameworks, demand waterfalls, and best practices to implement in their businesses. Investment to Pipeline: Average cost of demand creation of overall sales pipeline: aim for 1%-4%.
CMO ESSENTIALS | FRIDAY, MAY 15, 2015
[B2B, Companies] 4 Marketing Roadblocks to Customer Obsession
B2B marketing used to be a simpler proposition—conduct market research, agree on a creative and compelling message, and execute campaigns around that message. If you’re a B2B marketer with a sales cycle of 6 months +, measurement in these areas becomes even harder. Limited access to our “characters”. And let’s be honest.
ANNUITAS | THURSDAY, MAY 14, 2015
[B2B, Companies] Sirius Decisions Summit 2015: It’s All About Alignment
Site of the 2015 Sirius Decisions Summit , and ground zero for some of the most influential marketers and sales executives in B2B. If, for example, your demand generation team is getting rewarded for ‘net new’ leads regardless of quality then they are not going to worry about quality when they are generating net new leads.
ANNUITAS | WEDNESDAY, MAY 13, 2015
[B2B, Companies] Enterprise B2B Marketers – How Did We Do In 2015?
Last year, ANNUITAS launched a new kind of Demand Generation Survey. Unlike many surveys that are conducted each year, this survey focused solely on the Demand Generation practices at B2B enterprise companies ($250m+ in Annual Revenue). effectiveness at achieving their Demand Generation goals.
ANNUITAS | TUESDAY, MAY 12, 2015
[B2B, Companies] “Marketing is Dead” and Other Thought-Provoking Statements from B2BCamp Atlanta
For Kevin O’Malley and Nate Kristy, the founders of B2BCamp, their goal is to create an “unconference” environment, where the B2B community can gather to network and collaborate on current business trends and challenges. True, we are all business people focused on making our company (and ourselves) successful.
ANNUITAS | THURSDAY, MAY 7, 2015
[B2B, Companies] What B2B Sales Does Not Get That B2B Marketing Does, or Do They?
The report was based on data survey from 372 sales 75% of which were B2B sales people. Numerous studies have shown that today’s B2B buying process is somewhere between 50-70% complete before a buyer initiates contact with a vendor or sales rep from the vendor. Blog B2B Marketing Buyer 2.0 59% stated “gaining appointments”.
VIEWPOINT | TUESDAY, MAY 5, 2015
[B2B, Companies] The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)
It's a critical component in the sales and marketing process; yet, most companies aren't implementing it effectively—that is, if they are at all. Rather, nurturing is a key stage in the overall progression of a holistic Demand Generation Program. They provided us approximately 50% of their leads generated that year, about 1,500.
CMO ESSENTIALS | TUESDAY, APRIL 28, 2015
[B2B, Companies] The Marketing Ménage à Trois: A Mutually Beneficial B2B2C Triad
Marketers, however, have known for years that sexy (in the innovative sense) sells, yet they remain monogamous with their own B2B or B2C strategies. These traditional terms confine any business that sells primarily to the end consumer (B2C) or to another business (B2B) to think only in these lines. Demand Generation Trending
VIDYARD | MONDAY, APRIL 27, 2015
[B2B, Companies] 3 Questions Every Modern Marketer Needs to be Asking about their Video Strategy
As someone who has invested countless hours and hundreds of thousands of dollars creating videos for both consumer and B2B products, I too have found myself asking, “How can I show an ROI on this huge investment?”. As a marketer, I’ve always believed in the power of video. Finally, our cries for help have been answered! Great! Well it is.
BIZNOLOGY | FRIDAY, APRIL 24, 2015
[B2B, Companies] Case study in data-driven B2B customer acquisition marketing
My new book, B2B Data-Driven Marketing: Sources, Uses, Results , is launching in a few weeks. While preparing case studies for book, I had the fun of interviewing a bunch of very smart B2B marketers to learn how they were applying data and analytics to their marketing objectives. First, we target the right accounts. Like this post?
CRIMSON MARKETING | THURSDAY, APRIL 23, 2015
[B2B, Companies] B2B Marketing Rock Stars: Data Is Driving Modern Buyer Personas
Traditionally, B2B marketers have created buyer personas from customer hunches, not factual customer data. “As a result, a vast majority (83%) of B2B marketers say that their buyer personas are only ‘somewhat’ effective, according to a study from the ITSMA. Source: Demand Gen Report. Click To Tweet.
LEADERSHIP | TUESDAY, APRIL 21, 2015
[B2B, Companies] Marketing: What Has Not Changed —7 Tactics to Drive Better B2B Lead Generation
With the increasing realization that marketing is now B2P (business to person) rather than B2B or B2C, there is much discussion about how to craft the perfect, blended strategy. There is less and less predictability in buyer behaviour because unlike in the past, today, it is hard to draw the line between B2B buyer and B2C buyer.
B2B MARKETING INSIDER | MONDAY, APRIL 20, 2015
[B2B, Companies] Hey Marketing: An Inquiry Is Not A Lead
spent about half my career in marketing creating, tweaking and optimizing the demand generation process, most recently for the world’s largest software company. ” These are inquiries.These are names and email addresses, and if you are lucky, phone numbers and company names and titles. Demand Generation
CMO ESSENTIALS | THURSDAY, APRIL 9, 2015
[B2B, Companies] Influencer, Affiliate And Advocate Marketing: What’s The Difference?
Many B2B marketers are calling upon those outside their four walls to influence their target markets. This type of marketing is often categorized as performance-based marketing that rewards affiliates for the site visitors or customers they generate. Demand Generation Trending Influencer marketing: Short-term buzz.
IT'S ALL ABOUT REVENUE | TUESDAY, APRIL 7, 2015
[B2B, Companies] 7 Modern Marketing Experience Takeaways
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. Ecosystem & Partner Integration rises in importance.
ANNUITAS | TUESDAY, APRIL 7, 2015
[B2B, Companies] Content Creation- It’s Not All The Same
Let’s assume we have a solid Demand Generation Strategy, fully vetted by sales and marketing, built on well-researched Buyer Insights and written to fully Engage, Nurture and Convert our prospects into our pipeline. How, when and where to brand a content asset is something that B2B marketers often miss the mark on. Design.
FEARLESS COMPETITOR | MONDAY, APRIL 6, 2015
[B2B, Companies] How to get start with Marketing – Step 1 – Buyer Personas
We now call Find New Customers the most Likeable company in BtoB marketing today, thanks to our partnership with Likeable Local – which is Social Media Marketing software to make YOU more successful. almost 1/2 of companies (44%) but almost 9 out of 10 say they are not using them effectively. What Star Wars Character are You ?
GROW - PRACTICAL MARKETING SOLUTIONS | MONDAY, APRIL 6, 2015
[B2B, Companies] Social selling and the social enterprise: From fantasy to reality
” On paper, the prospects seem so tantalizing, but when it comes to execution, very few companies have been able to make it work. Jones , Dell’s VP – North America Commercial Marketing, and one of the forces behind his company’s social transformation. They don’t buy from a company. Bryan : It is.