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Boost Demand Generation Using Target Ready Buyer Models

Tony Zambito

Recently, I published two articles related to 5 ways buyer behaviors are affecting B2B sales , and 5 ways they are affecting B2B marketing.  Without question, changing buyer behaviors are also impacting how we think about Demand Generation or as it has been conventionally called – lead generation.   What needs to change you might ask?  An easy answer is to say plenty. 

Secret Sauce: 8 Tips from Demand Generation “Master Chefs”

It's All About Revenue

Sam works with enterprise clients to develop demand generation strategies. Success in demand generation is like cooking: It’s the just-right combination of careful planning, meticulous measurement, and making sure the oven is always set to the right temperature. When building content for your nurture program, it should be catered to the needs of your buyer.

4 Ways to Manage Change Management For Successful Demand Generation

It's All About Revenue

Carlos is widely recognized for his expertise in strategic integrated marketing, Demand Process, Demand Transformation? As CEO and Principal of ANNUITAS, Carlos drives strategy and leads core practice teams to Transform Demand? 73% of CEOs still are not satisfied with the job their marketing departments are doing, according to Fournaise Group. How? 1.

Connecting the Dots Between Social Media & Demand Generation

It's All About Revenue

by Jesse Noyes | Tweet this Today’s blog post comes courtesy of Carmen Hill, of Babcock & Jenkins, an Eloqua partner and B2B marketing integrated agency focused on demand generation and pipeline acceleration. She’s also a contributor the Grande Guide to Social Demand Generation. Early Stage: Drive traffic to demand gen content via social media.

Can Polls Make Your Demand Generation More Engaging? [CHART]

It's All About Revenue

The survey results indicated Marketers’ #1 problem was generating more sales-ready leads. Only 20% of Marketers were confident in their B2B demand gen program’s effectiveness. So I decided to find out if polls make demand generation programs more engaging and effective. Can Polls Make Your Demand Generation More Engaging?

The State of Buyer Personas 2012

Tony Zambito

The adoption of research-based modeling of buyers that leads to buyer personas has been mixed.  Understanding about buyer personas and their place in the grander effort of modeling buyers to inform marketing and sales strategies ranges from harmful misperceptions to evolving maturity levels profoundly transforming organizations.  Yet, we have a long way to go. 

Is Your Organization Likeable? Are You Attracting the Right Buyers?

Tony Zambito

Since, this phrase has been used to help explain attraction-based theories and concepts in many areas of the social sciences throughout the 20th century and now into the 21st century.  Does your organization have so called “laws of attraction” attributes that buyers are attracted to? You have to first find out where you need to be going and to see where you are going. 

Can You Predict Your Ideal Scenarios For Lead Nurturing?

Tony Zambito

Depending on which reports you may read when it comes to lead nurturing, approximately 60% or more of B2B businesses do not have a formalized lead nurturing program.  Which begs the question: why are companies slow to adopt to lead nurturing? suspect one reason may be that the pressure for instant results from lead generation efforts is a primary driver.  Reasons.

4 Ways the Power of Buyer Choice Will Transform Business Marketing

Tony Zambito

This is part 5 and final article of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. . How buyers make choices today, in large part driven by empowering new technologies, will transform how B2B businesses will view buyers as well as redefine what is meant by business marketing.  As we covered, many B2B businesses are wrestling with the unknown and the invisible.  Reorient From Business Marketing Teams to Buyer Driven Marketing Teams.

Slow Death of the Funnel: Why Buyer Choice Matters to Revenue

Tony Zambito

IT Buying Process © All rights reserved by Kenny Madden. This is part 1 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. . This is a very expensive proposition for companies to take on today. But is that what’s really going on?  I don’t believe so.

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3 Ways To Connect With Today’s B2B Buyers

Tony Zambito

This is part 4 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. The idea of connecting to B2B buyers has gone from straight forward to major league complex. There are plenty of debates regarding the best tactical means to connect with B2B buyers. 

Use Buyer-Based Selling To Engage The New SMB Buyer

Tony Zambito

This is part 5 and final article of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. The roles of sales in general and inside sales functions are struggling to adapt to the new psychology of the buyer and the new rules of engagements.  Not so fast. 

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Marketing Automation: Lessons from 4 case studies

B2B Lead Generation Blog

Lead generation, lead nurturing and determining the time for the handoff to Sales would be extremely difficult without that technology. Add lead scoring and tracking through that final conversion to sale and the task is flat out impossible without automation. Luckily, for B2B marketers there is a wide range of marketing automation options out there from relatively simple solutions that help streamline email marketing to full-blown packages that seem like they do everything but automate the lights and thermostat at the office. Scalability. Results?

Channeling Buyer-Based Experiences in SMB

Tony Zambito

This is part 4 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. . SMB marketing and sales began to become more than just an afterthought in the early ‘90’s through the early 2000′s.  All of these contributing to enriched buyer experiences.  Really? 

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An Act-On Conversation: Jay Hidalgo and Atri Chatterjee Talk Demand Generation, Part 1

Marketing Action

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. What is demand generation?

Introducing: The Modern Marketer’s Guide to Video

It's All About Revenue

But for many marketing organizations it’s difficult to strategize. And even when you do create cool brand videos loved by your team and audiences alike, you want to make sure that you can understand the video’s performance. These are pesky words that often seem to crush video marketing dreams. You’re not sure where to get started, or how to make video especially measurable.

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11 Questions to Help Evaluate Your Demand Generation Plan

Fearless Competitor

Is Your Demand Generation Plan as good as it can be? Howard Sewell of Spear Marketing wrote this great post and I wish to use it. Hope you don’t mind, Howard, and I use great care to give you full credit too. Jon’s piece got me thinking about not just marketing automation but demand generation in general. How to Find New Customers.

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How Marketers Are Managing The Buyer Journey [Infographic]

It's All About Revenue

In 2012, Forrester indicated that buyers could be up to 90% through their buyer’s journey before even reaching out to a vendor. But what can marketers do to actually overcome this challenge? Branding does indeed matter in the B2B buying process. This means getting in front of the right people before they even realize they have a business challenge to solve.

Notes from the Marketing Operations Executive Summit 2014

ANNUITAS

My twitter handle is @jstewart_1 – and there are lots of other smart folks in here you might want to follow.  RT @megheuer   When they serve personalized industry content on website, 3x as likely to click thru vs generic content @DocuSign #marketingopssummit. RT @bkardon   What happens to >1000 marketing software companies? Marketing needs to own their tech strategy.

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CMOs You Should Watch in 2013

It's All About Revenue

Batista , a freelance writer, editor and content developer.   As the former Managing Editor of DemandGen Report, Amanda covered the latest technology, trends and development in the marketing automation technology space, as well as the sales and marketing strategies central to demand generation. Get your free download of the Grande Guide for the Social CMO here to learn more.

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Social Selling: 10 Actionable Tips From LinkedIn’s Koka Sexton

It's All About Revenue

While not even three years ago, marketing and sales organizations sought actual data to support the “hunch” that social selling techniques and practices were effective, the state of the advanced sales method is, well, on fire. This assessment comes from “the source” — or LinkedIn’s Senior Manager of Social Marketing, Koka Sexton , who shared some serious scoop about the effectiveness of social selling during a webinar hosted by Demand Gen Report this week. The Don’t be afraid to get personal on Twitter. Access more best practices to ramp up your initiatives!

The Marketing Ménage à Trois: A Mutually Beneficial B2B2C Triad

CMO Essentials

In the buttoned-up collar business world, though, sexy, exciting experimentation and innovation efforts are often subservient to more cautious, measured, business-as-usual 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.

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How to Generate More Opt-ins With Your Email Marketing Campaign

It's All About Revenue

She works primarily with financial technology firms to refine their integrated marketing strategy and content marketing programs, helping them facilitate the customer buying process. In this age of information overload, it’s not easy to entice people to sign up for yet another email marketing subscription. Here are some ideas on how to get started. Clean Up.

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You May Be Surprised At The Biggest B2B Marketing Responsibility Of 2016

B2B Marketing Insider

In a recent survey conducted by ITSMA , business-to-business (B2B) marketers worldwide expect that understanding buyers will be their # 1 responsibility in two years (85%). What may come as a surprise is the sudden emergence of “understanding buyers” to a top responsibility in 2016, especially compared to the top duties reported today. Demand Generation

Marketing Automation Simplified: The Small Guide to Big Ideas [eBook]

It's All About Revenue

by Amanda Batista | Tweet this The influx of content, information, and education available to consumers is an astounding, evolving issue for marketers. These are the areas in which marketers are focusing on enhancing their proficiencies to establish the right balance of marketing art and science. How to establish your audience of content consumers. Download the new eBook now!

3 Tips For Aligning Demand & Content to Advance the Buyer’s Journey

It's All About Revenue

For modern marketing engagement, the perfect pairing is demand and content. By positioning content with demand generation efforts, marketers can better define and target suspects, prospects, and provide meaningful engagements to support their research and discovery processes. There are many facets of the content to customer journey. But here are three key tips to help you you align demand and content, and define reach, and engage prospects. Your content also needs to appeal to anyone who may consumer or share awareness of your brand.

4 Dimensions of Effective B2B Marketing Plans

It's All About Revenue

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. Image a planning process so streamlined marketers could model and predict their impact on revenue before they spent a dime. Demand Modeling.

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Goal-Directed Decision Making Drives B2B Buying And Selling

B2B Marketing Insider

Business-to-Business thrives on the simple basic principle of buying and selling. With all the hoopla over the past few years regarding digital technologies and social media, it is easy to lose sight of this most basic principle, which has existed for centuries. They have changed how businesses interact and engage in the acts of buying and selling. This concept is fundamental to buyer personas. These buyer profiles basically emphasize the traditional process-based and product requirement-based views of buyers. Demand Generation

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8 Free Research Reports to Guide your 2015 Marketing Plan

CMO Essentials

As you finalize your 2015 marketing strategy, be sure to consider the pressures, actions, capabilities, and technology enablers impacting your peers. To help guide your thinking and bolster your brilliant plan, we have prepared a list of recommended research reports published by Aberdeen Group’s Marketing Effectiveness & Strategy practice. If Good luck!

6 Ways to Eliminate the Demand Gen Blame Game

It's All About Revenue

If you are a marketing leader involved in demand generation, you undoubtedly have had the following conversation with members of your marketing team, your inside sales group, or your field sales organization. It’s the conversation where people are tossing around opinions and generalizations about performance measure, with little to no fact supporting the argument. No one wins.

6 Signs You Need Marketing Automation

It's All About Revenue

by Michael Martin | Tweet this You’ll feel it when it happens: When you’re spending all your time managing lists and unsubscribes; when the sales team won’t return your calls; when all the good leads seem to land with your competitor. You suffer from a “one size fits all” approach to marketing. Marketing Can’t Prove its Value to the Organization. The Remedy. The Remedy.

5 Reasons Thought Leadership Marketing Matters

It's All About Revenue

by Jesse Noyes | Tweet this The more than 1,000 sales and marketing pros heading to Eloqua Experience tomorrow are in for an insightful mix of best practices and big picture strategies. Ernst delivers counsel to CMOs and top marketers. He’s popped up on our blog before to explain why storytelling matters for B2B marketing. Because the Sales Process Starts Early and Ends Late.

6 Tools for Turning Content Consumers into Customers

It's All About Revenue

by Jesse Noyes | Tweet this Maybe no one needs to sell you on content marketing. You’ve got some guidance on how to map content to the buyer’s journey. From blogging to email, there are so many touches in the journey from someone first finding your content to becoming a customer that it can feel overwhelming. Everyone wants to maximize the reach of their content.

3 Reasons Why Sales and Marketing Don’t Agree on “Lead Generation”

It's All About Revenue

” When it comes to lead generation , these two organizations often view the same topic from entirely different perspectives. Like some sort of twisted Pavlovian experiment with leads, we’ve conditioned them to sit at different ends of the demand generation funnel, looking at it through different lenses and taking action in different ways to achieve the same goal. when you say the words, “lead generation.” Seems crazy, but having complimentary metrics is a big step in having one unified view into lead generation. 2.

5 Surprising Uses for Marketing Automation

It's All About Revenue

by Christina Pappas | Tweet this What’s the first thing that springs to mind when you hear the words ‘ marketing automation ’? For me, it’s email campaigns, lead nurturing, lead scoring, lead generation and lead management. But there are so many other ways to get more out of your marketing automation investment, from smoothing out the recruiting process to pushing real-time info to sales. At Eloqua, I was delighted to experience an ongoing new hire process as a result of marketing automation. Onboarding New Hires. Stuck Opportunities.

Loosening your Prospect’s Status Quo is Demand Generation Job #1: Three Ideas for How to Do It

Modern B2B Marketing

by Jason Miller I’m pleased to welcome Tim Riesterer, Chief Strategy and Marketing Officer at Corporate Visions, as a guest blogger. Corporate Visions helps global business-to-business customers create more sales opportunities, overcome the status quo, and win more deals by improving the conversations sales representatives have with customers.

6 Ways Marketing Can Help Generate Early Leads for Sales

It's All About Revenue

by Shawn Cook | Tweet this A marketer posed a perplexing question to me recently. In fact CEB Sales Practice research says that on average prospects are 57% of the way through making a purchase before they ever talk to sales. Getting to prospects is paramount, but so is focusing on the most qualified leads. When sales people in the field known about how individual prospects are behaving, they get a head start on determining if now is the right time to start talking. And the earlier they get there, the more they can help guide the decision process. 2.

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How To Shorten The B2B Buyer Cycle With Landing Pages

B2B Marketing Insider

The curious and cautious B2B buyers B2B buyers are curious about how a product can make life easier and business better; however, they are also more cautious when making purchases because a mistake can be costly both for the company and their career. Segmentation is the perfect way to get this done…fast. It is so important to map content to the buyer journey.

3 Strategies Pro Golfers Could Teach Sales and Marketing

It's All About Revenue

This week every golfer arriving at the Augusta National, one of the most demanding courses of the PGA Masters Tournament, the Augusta National, will have talent. But if aggressive, sustainable revenue growth is in the business plan, you’ll need a set of reliable tactics to manage your marketing. They get everyone on the same page to make sure that day-to-day goals are clear. Similarly, sales and marketing need to be aligned on the desired outcomes of their campaigns. If marketing is teeing off without sales, your success is going to be limited.

The Business Marketing Association is coming to Tampa Bay, led by Jeff Ogden

Fearless Competitor

The Business Marketing Association will soon be opening a Chapter in Tampa Bay, Florida. And I just got a call from the Tampa Business Journal and they want to learn more about the BMA. The leader of this chapter is the award-winning marketing expert, Jeff Ogden , of Find New Customers , and he’s in process setting up his Board of Directors. And please note that the nicest company in B2B marketing today, Find New Customers , has NEVER sued a client, which at least one other demand generation agency has. You need the Business Marketing Association.

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6 Steps to Defining Your Value Proposition from MarketingSherpa

It's All About Revenue

Fortunately, Dr. McGlaughlin, in his fiery style, provided many value proposition examples as he outlined 6 steps to identifying your value proposition. 1. The key to any successful value proposition is that the perceived value of what you offer – be it a product, service or just a gated piece of content like a whitepaper – outweighs the perceived cost, McGlaughlin said. Share email.

7 Resolutions B2B Marketers Shouldn’t Make

It's All About Revenue

by Jesse Noyes | Tweet this Every New Years many of us choose to draw up a number of resolutions: areas of our life and work where will improve or kick old habits. We’re Going to Pass More Leads to Sales! While a commitment to deliver more goods to sales is admirable, dropping more in their lap is not always the right answer. Your first priority should be delivering better leads to sales, complete with data on how those leads have responded to your marketing efforts along with tools to help sales close deals. We’re Going to Start a Blog!

Where Are All The Great Leads Coming From? [VIDEO]

It's All About Revenue

by Christina Pappas | Tweet this What’s a top priority among B2B demand generation marketers? That’s one of the findings in the B2B Demand Generation Benchmark Survey , a recent Software Advice research report conducted in partnership with Eloqua. While this fact may not surprise you, consider this: The top three most popular channels in terms of cost per lead were social media (not ads), email marketing to a house list and SEO but these do not marry with the top three channels in terms of lead quality. Click here to view the embedded video.

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