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White Papers are Not Dead. They’re on Life Support.

Marketing Craftmanship

Have Marketers Killed This B2B Golden Goose? The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. White papers jumped the shark when they became paid content. Blue Paper? Executive Review?

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Five 2015 B2B Demand Generation and Content Marketing Resolutions

ANNUITAS

As we start 2015, the one thing that B2B marketers can be assured of is that our market and the approach our buyers take to purchase will continue to change and become all the more sophisticated.  Marketers will again be challenged to keep pace with these advancements and will need to do more in order to connect with their buyers and show demonstrable ROI as a result of their Demand Generation and Content Marketing Strategies. In the ANNUITAS B2B Enterprise Demand Generation study, more than 60% of respondents stated that they ran over 15+ campaigns on an annual basis.

The (Almost) Lost Art of Listening in Demand Generation

ANNUITAS

But some of the best, most successful marketers I’ve known listened a lot more than they talked. I’m guessing it has something to do with the fact that 76% of B2B enterprise marketers have a content strategy but only 50% say their content aligns to buyer pain points and challenges via ANNUITAS B2B Enterprise Demand Generation Study. Marketers talk. A lot. Formats-.

Demand Generation 101: 7 Tactics For Generating High Quality Leads

Act-On

Demand generation, aka “demand gen,” isn’t just about leads. Demand gen is about creating high quality leads that engage with your brand – and eventually turn into revenue. More than ever, marketers and demand generation professionals are facing mounting pressure from their executives to tie marketing efforts to revenue. The players. The methods.

Forrester finds b2b marketers lagging with demand generation

Fearless Competitor

B2B Demand Generation | Companies are struggling with demand generation today. From BtoB Magazine Marketers Lagging in Demand Generation. “I find it sad how badly most companies are doing in B2B demand generation today. Instead of complaining about the poor economy, if more invested in quality demand generation programs, they’d put up vastly better results.&# Jeff Ernst, Principal Analyst, Forrester Research. Jeff Ogden’s How to Find New Customers white paper is excellent!

Campaign Makeover: Simple Changes Increase Email Response by 25 Percent

The Point

would a) break it up into 2 paragraphs at minimum, and 2) tie the copy back to the offer in action-oriented terms, as in: “In a new white paper from Forrester, learn how …”. Think about 2-3 bullets in the form of key selling points, preceded by “Download this compelling white paper today, and you’ll discover:” or words to that effect. What would you change?”.

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2 Email Campaigns Show How (and How Not) to “Sell” Content

The Point

One, a white paper offer from sales tax automation company Avalara , is a plodding recitation of facts that does little to grab the reader. You’ll need to wade through two-and-a-half paragraphs of facts and figures about sales tax before you even know what the offer is (a white paper) and even then there’s no clear call to action or anything remotely action-oriented.

Feeding Sales Is a Process, Not a Project.

Sales Engine

For decades, the B2B marketer has been a manager of projects. They develop white papers, email campaigns, go to trade shows, and —well, you know, execute on lots of projects. The world has changed, and the internet is now crushing a sales rep’s ability to generate their own leads. Are you going to send them that same white paper next week? Congratulations!

Top 50 B2B Marketing Influencers On Twitter

B2B Marketing Insider

Who are the top B2B Marketing influencers on twitter? To answer this question, I looked at a variety of factors including twitter followers, profiles that included “B2B marketing,” the focus of their tweets including the hashtag # B2BMarketing , as well as a variety of social scoring tools using the keyword. Top B2B Marketing Influencers – Companies. Powerful.

The “Whom to Choose” Buying Phase

Fearless Competitor

B2B Lead Generation | The “Whom to Choose&# Buying Phase. Over the last few weeks, we’ve introduced you to some of the concepts in our highly acclaimed (and free) white paper, How to Find New Customers. Click the image to download this free and highly acclaimed white paper. Or sign up for our demand generation podcasts in iTunes.

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7 Keys to Successful Lead Nurturing

Fearless Competitor

The B2B experts at the Aprimo Marketing Summit discussed this extensively. According to Forrester Research, companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower cost per lead. Our new cheat sheet on B2B lead nurturing 7 Keys to Successful Lead Nurturing is officially released. Look for more in this series in future months.

Deliver More Sales Qualified Leads Using Predictive Intelligence

SalesPredict

One of the biggest challenges today’s B2B marketers face is generating sales qualified leads (SQLs). While marketers might not have such a hard a time generating a large volume of leads (quantity), they are having an increasingly tough time attracting leads that convert into sales opportunities and eventually into customers (quality). Why leads aren’t qualified.

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Tom Pisello: The ROI Guy: Alinean Launches Interactive White Papers

Tom Pisello

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers. Unlike traditional white papers, Alinean Interactive White Papers use profile information from a prospect to intelligently customize the collateral with more personalized, relevant and analytical content.

8 Tips for Improving Open Rates for B2B Sales and Marketing Emails

Sales Prospecting Perspectives

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. Marketing emails lure the leads, and sales reels them in. Many of us get hundreds of emails every day. Making it Easier.

5 Mistakes Companies Make When Automating Their Marketing

ANNUITAS

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. recent Forrester study showed that of 25 different tactics listed, B2B organizations are using on average 15 different tactics in their demand generation mix. billion.

Marketo’s Definitive Guide to Lead Scoring

Fearless Competitor

B2B Lead Generation | Only 1 out of 5 companies have a lead scoring methodology in place. With most companies dumping unfiltered leads to sales and on 1/2 of those salespeople making quota – it’s clear that the world of B2B Sales and Marketing is dysfunctional today. Based on best practices from thought leaders like SiriusDecisions and Forrester.

The Aprimo Marketing Summit 2011

Fearless Competitor

The President of Find New Customers , a lead generation company , just returned from the Aprimo Marketing Summit in Florida, where I was host of the B2B track. Thanks for inviting the B2B lead generation company Find New Customers to your great event. Find New Customers is one of few  lead generation companies in New York. We had fun too. Mark your calendars.

ClickInsights: How can B2B marketers use content effectively for demand generation?

Connect the Docs

B2B marketers are producing, managing, and distributing marketing content to reach prospects and turn them into customers. We have invited B2B Experts to shed light on the following question: How to use content effectively for demand generation? Recommended Resources from B2B Marketing Experts. Forrester Blog for Interactive Marketing Professionals. Blogs.

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Tom Pisello: The ROI Guy: Forrester announces Sales Enablement.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. according to Forrester. White Papers are Influence Kings, But Need Persona.

The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)

ViewPoint

Fact is that most organizations and even many consultants have viewed lead nurturing as a separate event (not part of an integrated Demand Generation Strategy) and in doing so, have made success elusive. Rather, nurturing is a key stage in the overall progression of a holistic Demand Generation Program. This year I've been talking a lot about Nurturing. The impact?

Tom Pisello: The ROI Guy: Predictions for 2011: The End of B2B.

Tom Pisello

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers. Monday, December 06, 2010 Predictions for 2011: The End of B2B Sales & Marketing as We Know It? Predictions for 2011: The End of B2B Sales & Marke. Frugalnomics in Full Effect: Forrester and Gartner.

Tom Pisello: The ROI Guy: Demand Generation In the Face of.

Tom Pisello

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers. This shift in B2B buying cycles and requirements has significant impacts on marketing and demand-gen success. Unfortunately today, B2B buying decisions have more stakeholders than ever.

87 New (Really) Marketing Automation Stats

Marketing Action

Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”. You can find it in the Q2 2011 Forrester Wave™ report.). B2B marketers who implement marketing automation increase their sales-pipeline contribution by 10%. Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ).

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Strong IT Spending Growth Predictions from Forrester Assures IT.

Tom Pisello

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers. Tuesday, August 03, 2010 Strong IT Spending Growth Predictions from Forrester Assures IT Sales & Marketing Success? Predictions for 2011: The End of B2B Sales & Marke. Do White Papers Still Engage?

5 Steps to Creating Content That Converts to Revenue

Marketing Action

Andrew Gaffney is the Editorial Director of Demand Gen Report, a publication focused on demand generation best practices for B2B marketing professionals. Janelle Johnson, Director of Demand Gen for Act-On, has a solid track history of using content to create successful campaigns. Use white space, callouts, graphics, charts, and sidebars to lighten copy.

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Demand Generation In the Face of Frugalnomics and Internet Fueled Decisions

The ROI Guy

Formally defined, Demand Generation is the use of targeted marketing programs to address four key objectives for B2B marketers: Building awareness of a company’s products and services; Establishing relevance to a prospective buyer/end user; Supporting validation for the purchase; and Mitigating customer concerns. Frugalnomics Changes Everything According to Forrester analyst Scott Santucci, "Go-to-market models always change during periods of disruption, and this economic downturn has been deep, long, and might not even be over.

70 New (Really) Marketing Automation Stats

Marketing Action

Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”. You can find it in the Q2 2011 Forrester Wave™ report.). B2B marketers who implement marketing automation increase their sales-pipeline contribution by 10%. Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ).

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Forrester: Understand and Drive Outcomes for Sales & Marketing Success

Tom Pisello

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers. In todays market, vendors must understand the customer - not in the abstract - but understand current problems and desired outcomes." We concur with Forresters Davison that Frugalnomics changes everything.

What to Do With Mid-Funnel Prospects?

Marketing Action

Okay, your demand generation campaign delivered a lead, and the demographic data checks out: Good industry? For most B2B companies, this means educational content. According to a recent report from Forrester Research, companies that excel at lead nurturing generate 50% more sales-ready leads, at 33% lower cost per lead. Get the 5 & 10 white paper.

B2B Lead Generation without Lead Nurturing is Doomed to Fail

Industrial Marketing Today

Here’s the shocking reality of B2B lead generation – 79% of marketing leads never convert into sales opportunities. B2B marketing and lead generation experts point to a lack of lead nurturing as the primary cause of this poor performance. Handing off these semi-qualified and not sales ready leads to sales before adequate lead nurturing only reinforces the impression that “marketing generates crappy leads.”. According to Kelly Gay, KnowledgeStorm CEO, “79% of all leads generated by marketing are not followed up by sales in a typical technology company.

7 Keys to Successful Lead Nurturing

Fearless Competitor

The B2B experts at the Aprimo Marketing Summit discussed this extensively. According to Forrester Research, companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower cost per lead. Our new cheat sheet on B2B lead nurturing 7 Keys to Successful Lead Nurturing is officially released. Lead nurturing is a critical element of lead generation programs. Find New Customers is one of few  lead generation companies in New York. Follow  Jeff on Twitter or download the  free white paper on B2B lead generation.

Tom Pisello: The ROI Guy: Frugalnomics in Full Effect: Forrester.

Tom Pisello

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers. Forrester Research: More Optimistic, But Less So Forrester Research has updated its U.S. Forresters global estimate of 2010 IT spending has also been revised downward to 7% from 7.8%. uptick.

The End of Marketing as We Know It: Overcoming Buyer Challenges with Interactive Smart Content

The ROI Guy

For example, the typical B2B prospect receives an average of 20.3 This has resulted in a condition known as Frugalnomics, where buyers are now immune to empty product pitches and promises, instead demanding quantifiable proof that a proposed solution will drive bottom-line impact and represents more value versus the competition.

Forrester announces Sales Enablement Conference focused on Selling.

Tom Pisello

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers. If you are a sales enablement professional you have to attend this event to learn how these changes will drive demands and shape investments. according to Forrester. Do White Papers Still Engage?

Five Reasons You May Not Be Spending Enough on Content Marketing

Tom Pisello

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers. Extending this trend over the next five years means that sales may be completely bypassed in some B2B markets, and certainly will be shaped differently by this trend in all markets. Do White Papers Still Engage?

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64 B2B Marketing Tools and Resources

Modern B2B Marketing

There is an amazing amount of great content about B2B marketing out there, ranging from trends in demand generation to best practices in lead nurturing, lead scoring, and landing page optimization to how to buy and select marketing automation systems. To help you find the good stuff, we recently put together a new site with B2B marketing tools and resources that collects a whopping 64 eBooks, whitepapers, webinars, podcasts and blog posts to help you learn all these best practices and more. white paper). Nine Demand Generation Tools and Resources.

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Tom Pisello: The ROI Guy: Forrester and IDC think Sales Enablement.

Tom Pisello

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers. Sunday, August 15, 2010 Forrester and IDC think Sales Enablement is a Big Deal. Source: Uncovering The Hidden Costs Of Sales Support, Forrester Research, Inc., Do White Papers Still Engage?

Digital Marketing Glossary, Part 1

Marketing Action

read not long ago that a lot of folks confuse or conflate “lead generation” with “demand generation.” Above the fold : This term originated in newspapers: important stories ran “above the fold” so that they could be read while the paper was folded. B2B marketing : Business-to-business marketing. B2B demographics tend more to factors such as title or department.

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Tom Pisello: The ROI Guy: Alinean Powers Eight More B2B Assessment.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. The Big O – Outcome Selling The Demand Spectrum and Value-Based Sales & Market. It needs to.

B2B 1

Tom Pisello: The ROI Guy: Forrester - start of 4th wave of.

Tom Pisello

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers. Monday, May 03, 2010 Forrester - start of 4th wave of innovation - let the good times roll? In Forresters latest earnings call CEO George Colony summarized the latest IT spending trends and projections.