Drew Neisser

JUNE 10, 2022

Here’s a riddle for you: If marketing grew the business but nobody was around to measure it, did it really happen? No matter what side of this philosophical query you stand on, let’s face it: No one is going to take marketing seriously if they can’t quantify it with data. What you’ll learn: How 3 B2B CMOs are measuring marketing.

CPO 52

CPO B2B Marketing Lead Scoring Lead Ranking 52

Lenny's Newsletter

AUGUST 29, 2023

of the B2B companies I researched spent just as much time on picking the problem as they did on figuring out who to solve the problem for. B2B SaaS, e-commerce) Price point (e.g. Art by Natalie Harney. We’ve so far spent all of our time finding and validating a problem, but surprisingly, many (perhaps most?)

Ideal Customer Profiles 93

Ideal Customer Profiles Profiling CPO Co-Registration 93

Metadata

SEPTEMBER 28, 2023

Like almost every B2B company on the planet, I knew my success would hinge largely on paid social advertising. So, I did what any demand generation marketer would do in my situation: DIY’d some LinkedIn ads using the platform’s native tools. Your CPL or CPO after a few campaigns are just your benchmarks. It was dead to me.

Paid Content 52

Paid Content Paid Social Agency Cost per Lead Advertising Agencies 52

Martech

DECEMBER 9, 2021

Good morning, Marketers, and do you have metrics for engagement? An intriguing insight from Colby Cavanaugh at Integrate : B2B marketing teams are told they need to engage with accounts (and individuals at those accounts) and support them through a buying process which, essentially, the buyers are now dictating.

CPO 106

CPO DemandBase CMO Sales Qualified Leads 106

Metadata

OCTOBER 6, 2021

For demand marketers focused on driving sales and business growth, revenue is the ultimate KPI. When you hit the sweet spot of the right audience, right social channel, right ad and right offer, there really isn’t a better advertising medium for B2B. So, what’s working in social advertising for B2B marketers?

Cost per Lead 78

Cost per Lead Paid Social Agency Advertising Benchmark CPL 78

Engagio

AUGUST 16, 2021

In this episode of “I’m thinking of…,” I sat down with Jon Miller, CMO and CPO at Demandbase, to discuss why it’s crucial for companies to apply Account-Based Experience (ABX) to their growth strategies. But there is and has always been a fatal flaw in the approach, which Demandbase CMO and CPO Jon Miller likens to fishing with spears.

CPO 71

CPO Account Based Marketing DemandBase B2B Thought Leadership 71

Metadata

OCTOBER 6, 2021

For demand marketers focused on driving sales and business growth, revenue is the ultimate KPI. When you hit the sweet spot of the right audience, right social channel, right ad and right offer, there really isn’t a better advertising medium for B2B. So, what’s working in social advertising for B2B marketers?

Cost per Lead 52

Cost per Lead Paid Social Agency Advertising Benchmark CPL 52

Sana Commerce

JULY 7, 2022

There’s quite a lot at stake when deciding on a solution that will help your B2B business move into the future with a web store. B2B e-commerce is no exception to that rule. This finding was made clear in the latest IT Leaders Outlook on B2B E-Commerce, launching in three parts this year. IT departments can be profit drivers.

Work Management 52

Work Management Marketing Management Process Automation 52

Marketing Graham

JUNE 1, 2022

Much is being written and discussed about Account Based Marketing. ITSMA claimed to have coined the phrase Account Based Marketing (ABM) back in 2003, but people didn’t start searching (and therefore learning) about ABM until 2016. Sales and marketing would get together and build a list of key organisations to be targeted.

Account Based Marketing 52

Account Based Marketing Campaigns Planning CPO 52

Webbiquity

JUNE 8, 2020

The job market has whipsawed from record-low unemployment to near Depression-era joblessness in just a few months, as the COVID-19 pandemic has forced the shuttering of vast swaths of economic activity. The post Five Tips to Screen Resumes for Hiring as a Business Owner appeared first on B2B Marketing Blog | Webbiquity.

Marketing AI 136

Marketing AI Tips Work Management CPO 136

ClickZ

OCTOBER 9, 2019

The tools give marketers more control over producing digital assets like banners, social media ads, and other marketing assets and work in tandem to ensure that all content stays consistently on brand. Bynder’s core solution is focused on facilitating digital asset collaboration for large organizations in both B2B and B2C sectors.

Guidelines 78

Guidelines Template Digital Asset Management Brand Identity 78

Engagio

MAY 23, 2023

In this blog, we’ll explore the key features and benefits of Demandbase that have made it a favorite among our customers, from our powerful account-based marketing capabilities to our intuitive user interface and expert support. It’s the backbone of all of my programs.”

DemandBase 62

DemandBase Paid Search Agency Account Based Marketing CPO 62

Allocadia

JUNE 13, 2019

Over 60% of marketers now use opportunities, pipeline, revenue, deals, and ROI to measure marketing performance. While this methodology is embraced by more marketers, 53.1% What can marketers do to change this perception? How is your marketing team measuring performance? How does your marketing team plan?

Budget Programs 40

Budget Programs Marketing Budget Creation Marketing Budget CPO 40

LEADership

NOVEMBER 5, 2013

What steps can you take to optimize social media channels for your B2B company? The Aberdeen Group’s Chief Procurement Officer (CPO) Summit in Boston last week was an insightful learning experience—learning that I will enjoy sharing with you over the next few pieces on my blog. What’s the benefit of doing that?

Social Media 40

Social Media Optimization CPO Media 40

Allocadia

OCTOBER 4, 2018

Over 60% of marketers now use opportunities, pipeline, revenue, deals, and ROI to measure marketing performance. While this methodology is embraced by more marketers, 53.1% What can marketers do to change this perception? How is your marketing team measuring performance? How does your marketing team plan?

Budget Programs 40

Budget Programs Marketing Budget Creation Marketing Budget CPO 40

Mereo

JANUARY 6, 2022

By now you have been flooded by “resolution” and “2022 B2B trends” messages. Let’s cut through those parrot calls and get down to the most pressing challenges B2B executive leaders will face this new year. At Mereo, we have been talking to B2B executives on the frontline. How does your customer want to buy in 2022?

B2B 45

B2B Buyer's Journey Buyer Personas B2B Sales 45

Mereo

NOVEMBER 15, 2023

A leading global financial technology (FinTech) client recently reached out with a big request: They wanted to completely overhaul their go-to-market organizational structure, roles and relationships. There are a number of factors that should tip off sales and go-to-market leaders to rethink their organizational approach.

Work Management 41

Work Management Marketing Management Peer-to-peer Lead Ranking 41

Adobe Experience Cloud Blog

JANUARY 8, 2013

by Dayna Rothman Too many marketers think of event ROI measurement as a pass/fail exercise, i.e., was the event good or not, or did it achieve more than X? When it comes to measuring event marketing ROI , every company is unique in their level of sophistication and what they want to track. Is this the most fitting speaker?

ROI 48

ROI CPO Allocation Event Marketing 48

Metadata

SEPTEMBER 20, 2023

That many people reading our 2023 B2B paid social benchmark report were surprised by the high cost per opportunity (CPO) of paid social advertising. Why don’t demand generation marketers know how much they pay for opportunities, especially in a down economy ? What does an independent demand generation marketer look like?

Cost per Lead 52

Cost per Lead Demand Generation Agencies CPO Paid Social Agency 52

Mereo

DECEMBER 21, 2023

Although we are approaching a new year, many of 2023’s selling challenges will continue to impact your B2B organization’s 2024 performance. In 2023 we certainly saw some softness in B2B purchasing. One of the major AI challenges faced by sales and marketing teams was the issue of the quality.

Terms and Conditions 45

Terms and Conditions B2B Thought Leadership Marketing Management Peer-to-peer 45

Lenny's Newsletter

AUGUST 8, 2023

If you’re not a subscriber, here’s what you missed this month: How today’s top consumer brands measure marketing’s impact How Shopify builds product What is good free-to-paid conversion Subscribe to get access to these posts, and every post. Every prosumer product (e.g.

Startups 52

Startups Work Management CPO Enterprise Management 52

Lenny's Newsletter

AUGUST 15, 2023

Subscribe now Welcome to part two of kickstarting and scaling a B2B business. Here’s how some of today’s biggest B2B startups began: Retool started as Venmo for the U.K. Art by Natalie Harney. Forty percent (nearly half!) total crap? This rate is a lot higher than in B2C , where it’s closer to 20%.

Validation 52

Validation Startups CPO B2B 52

Mereo

MAY 4, 2023

Pricing a B2B solution is complex. The leading B2B organizations do not leave pricing up to chance. These key leaders within a B2B organization should play an active role in the information-gathering, discussions and roll-out of pricing and its policies. People are quick to debate pricing models and numbers.

Pricing 50

Pricing Price Work Management Marketing Management 50

Terminus

NOVEMBER 13, 2019

When I joined Terminus back in 2016, I announced my new position as CPO with a manifesto of sorts. As a product creator and innovator, I wanted to plant my flag in the next wave of leading B2B MarTech solutions and create something special with Terminus. Cut to now, and account-based marketing isn’t so new anymore.

Top of Funnel 20

Top of Funnel Account Based Marketing Lead Ranking Marketing Qualified Leads 20

Mereo

MAY 11, 2023

Nextworld was going to market with a powerful no-code enterprise resource planning (ERP) platform. Our solution management experts at Mereo independently researched 20 B2B software companies, including application and platform providers. Learn more about Nextworld’s successes here.

Pricing 41

Pricing Price Enterprise Management Marketing Management 41

Mereo

MAY 18, 2023

Growth: Defined in terms of revenue, market share, market penetration, units sold, and customers retained or acquired. Retention: Defined typically by revenue or customer numbers, but may also include rates by geography, industry or other market / product segment.

Pricing 36

Pricing Price Effectiveness Cross-Selling 36

Mereo

MAY 25, 2023

Lastly, include a plan for exception processes for things such as end-of-life of your product or any sort of market change (remember COVID?). Also consider how bundling and packaging can impact price discounts and adjustments.

Pricing 36

Pricing Price Bundling Marketing Management 36

ClickZ

OCTOBER 27, 2020

30-second summary: ClickZ’s virtual Marketing Autmation Summit was held on October 22, 2020, and featured two sessions of expert panelists discussing the challenges, opportunities, and future of marketing automation. The Summit was hosted by our very own Tim Flag, podcast host and marketing consultant. This adds complexity.”.

Marketing Automation Services 133

Marketing Automation Services Marketing Automation Automation Work Management 133

Mereo

SEPTEMBER 15, 2022

Product-led growth (PLG) has been a rising strategy of late in the B2B sphere — especially within the private equity investment space when it comes to Software as a Service (SaaS) portfolio companies. Therefore, they must also commit to relentlessly analyze and act on usage data to increase their go-to-market efficiency. WHAT PLG IS.

Work Management 36

Work Management Marketing Management Product Lead Ranking 36

Mereo

JANUARY 27, 2021

While B2B product management teams around the globe are convening to refresh their solution strategy for the next two to five years, most will never actually succeed. How can you check the alignment of your solution strategy against the financial, business and go-to-market strategies also in the works? A major lack of validation.

Validation 88

Validation Work Management Marketing Management Marketing & Strategy 88

Mereo

MARCH 24, 2022

Recent studies from CSO Insights found that only 23% of B2B buyers prefer to engage salespeople to solve their business problems. While integrating sales and marketing is critical to high-quality lead generation, sales must own responsibility for developing their own pipeline of opportunities in addition to what they get from marketing.

High Quality Lead 48

High Quality Lead Business Sales Qualified Leads Marketing Management 48

Mereo

APRIL 28, 2022

Every sports team has this unity — and B2B organizations also possess this culture and strategy. The Forrester 2022 Global CMO Strategy Survey found that fewer than 35% of chief marketing officers are involved in corporate strategy development. Salespeople are not even using the tools marketing creates for them.

Lead Scoring 36

Lead Scoring Lead Ranking Marketing Management Forrester 36

Valasys

APRIL 5, 2019

This represents the largest areas for B2B marketing investment. This marks Integrate’s aggressive strategy to unify all top-of-funnel marketing channels into one platform. Face-to-face events account for 18% of B2B marketing expenditure and have become the number one demand tactic for B2B marketers.

CPO 49

CPO Enterprise Management B2B Top of Funnel 49

Metadata

JANUARY 8, 2024

As a demand generation marketer , you’re under more pressure than ever to prove your paid campaigns are driving pipeline and revenue. Marketing conversion metrics: Metrics tied to specific channels, like Facebook, LinkedIn, or Google Search. We couldn’t agree more. So, what should you measure instead? Keep reading to find out.

Cost per Lead 52

Cost per Lead Demand Ideal Customer Profiles Marketing Analytics Tools 52

PathFactory

FEBRUARY 19, 2020

At the heart of every B2B purchase decision, buyers and customers need to consume content to inform their decision-making. The Birth Of The B2B Consumer , Stephen Casey, Principal Analyst, Forrester. . – The Birth Of The B2B Consumer , Stephen Casey, Principal Analyst, Forrester.

Marketing Websites 69

Marketing Websites CPO Amazon Top of Funnel 69

PathFactory

JUNE 24, 2021

B2B marketers have a major content ROI problem. An audience that was happy to let marketers determine when and where they could access their content of choice, like scheduled shows on prime time TV. Basically, an audience that let us marketers call all the shots because they didn’t know it could be any different.

ROI 52

ROI Top of Funnel Forrester CPO 52

Terminus

AUGUST 19, 2020

Building the B2B marketing platform of the future is no small feat. I’ve been lucky enough to work with Ed before when he was the CTO of ExactTarget, which went on to become the Salesforce Marketing Cloud. The post Former Salesforce Marketing Cloud Executive Ed Frederici Joins Terminus as CTO appeared first on Terminus Site.

Enterprise Management 26

Enterprise Management CPO Work Management Marketing Management 26