SmartBrief - Marketing

JANUARY 22, 2024

They frequently don’t understand or trust AI, so they’re hesitant to employ it to automate important tasks such as gathering audience and program insights, tactic orchestration, conversation automation and content creation. As B2B marketers gain a better understanding of AI’s capabilities, trust in these valuable solutions can grow.

Marketing AI 83

Marketing AI B2B Marketing Trends Planning 83

Seismic

JULY 2, 2019

Because prospects and buyers are savvier and more educated, they expect salespeople to act as trusted advisors and present them with information. A trusted advisor is a salesperson, but a salesperson may not be a trusted advisor. Learn why and how salespeople can become a trusted advisors to prospects and customers.

Act-On 77

Act-On B2B Sales Consulting Forrester 77

Engagio

JUNE 4, 2023

Now, I’m thrilled to introduce the next game-changer: buying groups. Let’s dive into the 9 compelling reasons why buying groups will be the next big thing in B2B. It fails to monitor engagement levels across individuals, thereby overlooking crucial buying signals.

Lead Ranking 71

Lead Ranking Marketing Qualified Leads Sales Management Buy 71

Only B2B

FEBRUARY 6, 2024

billion by 2027, growing at a CAGR of 22.7% – [ Forbes report ] At this point, where the marketing landscape is full of noise, the most successful B2B businesses are already reaping the benefits of intent data — to maximize revenue. Put simply, B2B intent data reveals the buying intentions of potential customers.

Intent Data 62

Intent Data Intent B2B Sales ROI 62

ClickZ

AUGUST 21, 2019

“Buyers have come to expect highly-personalized, valuable interactions with brands, and B2B companies that haven’t yet woken up to this are jeopardizing revenue.” Currently, just one in five organizations effectively personalize their content at scale. There’s no room to slip up: Personalize, or else.

Organization 105

Organization Personalization Effectiveness Forrester 105

Madison Logic

FEBRUARY 7, 2024

At a time marked by an uncertain economic climate, evolving buyer behaviors, and significant technological developments, you need to make changes and improvements to your business approach to yield higher gains. Delivering personalized experiences is paramount to customer engagement.

Marketing AI 52

Marketing AI Work Management B2B Marketing Marketing Management 52

PureB2B

FEBRUARY 3, 2022

However, by curating and delivering personalized content to target audiences, sales teams can, in fact, cut through the digital noise and gain the attention of in-market consumers. Who doesn’t love a little personal attention? Personalization is equally important to B2B sellers. Three Ways AI Boosts Personalized Selling.

Marketing AI 62

Marketing AI B2B Sales Personalization Paid Search Agency 62

Sana Commerce

DECEMBER 6, 2021

The 2022 B2B Buyer Report , which includes data on more than 1,200 global B2B buyers, suggests that buyers are more likely to purchase from websites and suppliers they trust. To put it simply, ensuring your buyers trust you and your e-commerce platform is crucial to your success. What are the B2B buyer trust indices?

B2B 52

B2B Marketing Management Case Studies Paper 52

Oktopost

OCTOBER 8, 2023

The most important factor to prioritize when building out your cadence sequence is personalization – it will make all the difference between drawing your prospects towards your product and potentially driving them away. You should also engage in meaningful conversations by responding to comments, asking questions, and sharing your expertise.

Top of Funnel 131

Top of Funnel Marketing Management Buyer's Journey Sales Cycle 131

Velocity Partners

APRIL 9, 2024

Because the B2B go-to-market playbook — what worked before — no longer matches the reality of how customers buy. You can see the results of this in the growing lack of trust between sales and marketing teams. By the time a buyer signals buying intent, they’ve done all kinds of research and formed their own opinions.

Sales Management 78

Sales Management Top of Funnel B2B Lead Ranking 78

Porch Group Media

AUGUST 7, 2019

Brand Trust is More Important Than Ever for Consumers. In such a fiercely competitive environment, brand trust has become an important competitive differentiator. What makes a brand trust-worthy to consumers? The good news is that when brands are able to gain a customer’s trust, the benefits are huge. Customer Experience.

Brand Identity 69

Brand Identity Branding Peer-to-peer Customer Satisfaction 69

Content Standard

NOVEMBER 16, 2023

As business buyers have become more self-reliant, their needs and expectations have evolved and, sadly, we’re not doing enough to keep up. According to Forrester, a whopping 85% of marketers say their content doesn’t deliver business value. Buyers are fed-up with irrelevant, unhelpful B2B content. What can we do to change that?

Marketing & Strategy 92

Marketing & Strategy Buyer Personas B2B Emarketing 92

Madison Logic

OCTOBER 18, 2023

Yet more and more marketing leaders faced with larger buying committees and longer buying cycles are realizing the need for a balance and a stronger link between their brand and demand activities. Forrester research finds that 67% of B2B marketers say buyers are taking longer to commit to purchases than last year.

Paid Content 52

Paid Content Advertising Agencies Demand Advertisements 52

ClearVoice

NOVEMBER 11, 2022

The phrase “less is more” applies to many situations in life — but not when it comes to building your business case for content marketing. Here’s everything you need to know to make a business case for content marketing. Critical concepts for building your content marketing business case. Statista ).

SMS 98

SMS Buy Top of Funnel Content Marketing 98

PureB2B

FEBRUARY 19, 2017

This involves a variety of marketing strategies that require a thorough understanding of your target market’s characteristics and buying behavior and is a continuous process with the main goal of building lasting relationships with your customers. Your message must resonate with them, and you must build their trust in your brand over time.

Lead Nurturing 87

Lead Nurturing Personalization Lead Scoring Lead Ranking 87

Zoominfo

DECEMBER 20, 2021

The best way to unearth key buying signals from your audience? By understanding a prospect’s tone, language, and approach, marketing and sales teams can better grasp where the prospect is in their buying journey and deliver a tailored experience. ZoomInfo MarketingOS Finally, ABM with data you can trust. Start a conversation.

Conversion 130

Conversion Account Based Marketing Zoominfo Planning 130

Vidyard

JULY 16, 2019

By now you’ve probably heard all about how video can help your business. If you’re now wondering how to use video to market your business, we’re here to help you get started. Introduce Yourself and Explain What You Do Some of the best small business videos are a simple hello. In fact, 46% of adults in the U.S.

Small Business Marketing 115

Small Business Marketing Video Marketing Examples Brand Identity 115

Madison Logic

JANUARY 25, 2024

With this data suggesting that only 5% of target accounts are in-market to purchase a solution, it’s become increasingly important for marketers to seek strategies that target the 95% of accounts that aren’t ready to buy today but will be in-market sometime in the future. Nearly half of all U.S.

Marketing Management 52

Marketing Management B2B Marketing Multi-Channel Marketing & Strategy 52

Madison Logic

DECEMBER 14, 2023

Often considered the greatest technological advancement since the Internet, AI and machine learning offer a range of benefits that help businesses with tight budgets create efficient marketing campaigns while streamlining more time-intensive tasks, such as content ideation and audience research. And finally, there’s the human element.

Marketing AI 52

Marketing AI B2B Marketing Marketing Automation Services Work Management 52

Madison Logic

JULY 26, 2023

ABM aims to build trust, increase relevance, and position your brand as a trusted partner that can solve a business problem. However, marketers new to ABM often need evidence to make a business case that it will work for their organization.

Account Based Marketing 52

Account Based Marketing ABM Webinar Metrics Marketing & Strategy 52

ViewPoint

MARCH 12, 2013

I had the great the opportunity to interview Lori Wizdo , B2B marketing analyst at Forrester Research. Forrester does a great deal of buyer journey research on sources of influence in a lot of other dimensions: First, buyers do like to talk to vendors early in the process. But, like any average, it’s wrong. That’s a big improvement.

Forrester 120

Forrester Work Management Marketing Management B2B Sales 120

SmarkLabs

JUNE 12, 2023

In the fast-paced digital world, running a business without automation is like trying to paddle a boat against the current. Let’s break down what B2B marketing automation is, why it’s crucial, and how it can transform your business operations. When it comes to B2B companies, the story isn’t any different.

Marketing Automation Services 52

Marketing Automation Services Marketing Automation Automation Work Management 52

Marketing Insider Group

AUGUST 30, 2021

But, it’s become harder to connect and build trust with customers. Today’s crazy-busy customers are wary of sales pitches, cold emails, and hype-filled messages. Additionally, Forrester Consulting discovered , “ 65 percent of marketers struggle to employ emotional marketing as they turn to automation to improve customer engagement.”.

Paid Search Agency 292

Paid Search Agency B2B Sales Marketing & Strategy CMO 292

Martech

MARCH 30, 2023

While tools like Semrush, Ahrefs and others can offer a mountain of useful data, as our CEO always says, “don’t trust the tools!” Decision criteria : These are the reasons they decided to buy or the value they saw in the product or service features. And today’s consumers are not buying it anymore.

Conversion 125

Conversion Marketing Analytics Tools Paid Search Agency Buyer Personas 125

Salesforce Marketing Cloud

APRIL 5, 2024

Eric Smith Trailblazer and Technical Architect Link Copied Keyboard accessibility is personal to Smith, whose sister-in-law uses a screen reader. Be an accessibility champion At Salesforce, maintaining customer trust includes committing to product accessibility and encouraging our partners to do the same.

Design 98

Design Guidelines Forrester Barriers 98

PureB2B

FEBRUARY 19, 2017

This involves a variety of marketing strategies that require a thorough understanding of your target market’s characteristics and buying behavior and is a continuous process with the main goal of building lasting relationships with your customers. Your message must resonate with them, and you must build their trust in your brand over time.

Lead Nurturing 62

Lead Nurturing Personalization Lead Scoring Lead Ranking 62

Metadata

JANUARY 11, 2024

By multithreading with paid media (aka ads) you can target the buying committee and ensure you’re engaging with all the important stakeholders involved in a deal, including the influencers (the people who provide insight into a potential purchase without an official “vote”) and gatekeepers (the people who control access to the true decision-makers).

Peer-to-peer 52

Peer-to-peer Media Work Management Sales Qualified Leads 52

Content Standard

APRIL 5, 2021

Today’s customers understand their value to businesses, and they know that the digital era of business is saturated with solutions providers jockeying to sell to their target audience. This awareness helps bolster efforts at personalization that connect marketing efforts to specific customer pain points. ” 2. .

Top of Funnel 106

Top of Funnel Differentiation Paid Search Agency Thought Leadership 106

Martech

FEBRUARY 17, 2022

Our perception is that changes in consumer expectations and buying practices are reflected in similar changes for the B2B buyer. Bruno previously spent almost five years at Forrester on the sales technology and B2B e-commerce beat. Bruno recalled from his Forrester days that the figure was something like 99% way back in 2017.

Top of Funnel 91

Top of Funnel B2B Forrester B2B Sales 91

Zoominfo

JUNE 27, 2022

But the path to reliable business intelligence is not always straightforward. When you set out to buy a third-party data set, you might assume you should compare based on quantity and cost. The dynamic nature of business requires an equally dynamic solution for acquiring and managing data. The importance of data is undeniable.

Purchase 130

Purchase Work Management Marketing Management Lead Ranking 130

Martech

SEPTEMBER 29, 2023

Here follows a roundup of 15 new technologies I’ve run across that are just right for B2B, some recommended by people I trust and respect, and all of them worth a look. Think of what you could do, knowing whether the members of your target buying committee are Motivators or Questioners. Don Peppers and Martha Rogers will be proud.

Marketing Automation Services 84

Marketing Automation Services Budget Programs B2B Marketing Enterprise Management 84

Customer Experience Matrix

JANUARY 27, 2018

Political situations come and go but trust is the foundation of civilization itself. So I was genuinely shaken to see a report from the Edelman PR agency that trust in U.S. All four measured institutions (business, media, government, and non-governmental organizations) took similar hits, although government fell the most.

Paid Content 153

Paid Content Paid Search Agency Advertising Agencies Lead Scoring 153

SmartBug Media

MAY 13, 2022

The first step to serving relevant ads to prospects is gathering accurate insights into their search behavior and buying tendencies. Who is most likely to buy and when? Intent data refers to buying signals from across the internet that link prospect accounts to a specific topic. Are they going to Forrester?

Intent Data 98

Intent Data Work Management Intent Marketing Management 98

Vidyard

JULY 16, 2019

By now you’ve probably heard all about how video can help your business. If you’re now wondering how to use video to market your business, we’re here to help you get started. We’ve rounded up a list of seven different ways your small business should be using video (with examples), so you can get started in the right direction!

Small Business Marketing 65

Small Business Marketing Video Marketing Examples Brand Identity 65

Vidyard

DECEMBER 16, 2020

Sellers embracing a digital-first and video-first approach to customer engagement see significant gains in 2020; New video-for-sales training tools help every business ramp up their sales teams to embrace video in new ways in 2021 . In Forrester Research’s Predictions 2021: B2B Sales report, authors Principal Analyst Mary Shea, Ph.D.,

B2B Sales 76

B2B Sales Video Marketing Class B2B 76

Salesforce Marketing Cloud

NOVEMBER 29, 2023

Channel sales — or selling through partners — represents 75% of the world’s commerce, according to Forrester. This business model is also called indirect selling, because the company doesn’t have a direct connection to the end customer. Built-in trust. See how it works What is channel sales? Channel sales types Affiliates.

Enterprise Management 111

Enterprise Management Work Management Advertising Channels Marketing Management 111

ANNUITAS

DECEMBER 11, 2023

In fact in many cases, these random acts of marketing barely cover existing customer churn and leave companies with a flat business, eroding growth. The top use cases, not surprisingly, are content creation and personalization for GTM activities. Random acts are costly and fail to drive real, sustainable lift to sales and revenue.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130