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Do Larger Brands Really Have It Easier With Content Marketing? [New Research]

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However, our most recent research,  B2B Enterprise Content Marketing 2015: Benchmarks, Budgets, and Trends—North America ,   sponsored by Marketo , shows that large companies are often more challenged when it comes to content marketing. Read on to discover other key findings from this year’s enterprise research. Remember that buy-in is not a single event.

Manufacturers, It’s Time to Take Back Control in the Buying Cycle

Modern B2B Marketing

Now, cloud computing is driving the creation of a network of connected machines that act as an intelligent network that can predict failures and trigger maintenance processes autonomously. McKinsey research shows that B2B buyers typically use six different channels throughout their decision-making journey, and almost 65% will come away from it frustrated by inconsistent experiences.

Brand Loyalty isn’t Dead – Don’t “Buy” the Hype

Modern B2B Marketing

Such was the scene earlier this month, when I decided to buy a Fitbit. Credit card by my side, I started my research. At first, the only question was which Fitbit to buy. So as I researched, I wasn’t worried about the brand of my new step/calorie counter – I just wanted the best functionality at the best price. Confusing financial processes? Mac versus PC.

Marketo’s 1,000th Blog Post: Our Modern Marketing Definition Revisited

Modern B2B Marketing

Author: Jon Miller (@jonmiller) This is the 1,000th post to Marketo’s blog.  It seems fitting to commemorate the occasion by revisiting our very first post, “ Modern B2B Marketing Defined ”, and commenting on what’s changed – and what hasn’t – since August 8, 2006. Buy now!) What Hasn’t Changed. The three core principles I outlined then are just as true today – in fact, even more so.

B2B Marketing Trends for 2016

Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. processes are fundamentally changing. B2B Marketing.

B2B Search Engine Marketing & Marketing Automation: An Interview with Marketo’s Jon Miller

KoMarketing Associates

Marketo is considered a leader in the lead management / marketing automation industry. We were honored that Marketo VP, Marketing Content and Strategy Jon Miller would take the time to answer a few questions KoMarketing Associates had on marketing automation.Here are our interview questions and responses. ” to “I’m ready to buy from this site!” Awesome!

The Top #Nifty50 Women in Technology on Twitter for 2012

Webbiquity

Based in Minneapolis, Abby is Senior Manager Creative Services at Best Buy, and also Board President at FamilyWise, a non-profit organization that provides programs for families that encourage self-determination, self-sufficiency, and healthy family lifestyles. Her thoughts on writing and the creative process can be found on her blog Positive Reverie. Stacey Acevero. sacevero. kishau.

The Appalling State of Marketing in Florida

Fearless Competitor

The calls and web research will continue as well: David Meerman Scott recently created a great SlideShare presentation entitled The New Rules of Sales that said Every company is in Sales today. Have you talked with your customers to learn how they make buying decisions and the terms they use? (20 points). Have you purchased and set up marketing automation software, such as Marketo, Pardot or Act-On Software? (20 points). Asking «COMPANY_NAME» 5 direct marketing questions. This blog has a new and beautiful template. What do you think of it? You can check it out here.

5 Tips to Creating Messages Your Consumers Can’t Refuse

Fathom

First question: Why should consumers go out of their way to buy your product or service? Identify the known (and unknown) problems your consumers need to solve, then figure out what your consumers’ motivations are for buying. You know why consumers need to buy from you, but now you need to convince them that they should. Blog Feed Marketing Automation / Email Marketo

B2B Marketing Trends for 2016

Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. processes are fundamentally changing. B2B Marketing.

The B2B Lead Generation-Demand Generation Book “Hall of Fame”

NuSpark

The original book from Hubspot that started the transition from outbound marketing and push advertising to inbound marketing; the process of making prospects find you. The book covers the entire buying process including lead capturing, content, offers, lead nurturing, and measurement. Keyword Intelligence: Keyword Research for Search, Social, and Beyond . Ruth P. Media.

The Importance of Buyer Personas to Lead-to-Revenue Management

Tony Zambito

tough assignment for B2B marketers today is getting a handle on how buyers progress through the buying and selling cycles.    As Sirius Decision and CSO Insights have reported on often, buyers are progressing through 70-80% of the buying and sales cycle before engaging directly with sales.  Image by nicolasnova via Flickr. Every story has to have a beginning. 

The Biggest Contributor to B2B Revenue

B2B Lead Generation Blog

Marketo. That credibility opens doors and buys a few more seconds of attention from prospects than does the brand of a company no one has heard of. #2. For an emerging solution category like predictive analytics, you might have to provide a provocative insight about the amount of money wasted on leads and accounts that will never buy. Oracle. HubSpot. Salesforce.com. 

5 Tips to Creating Messages Your Consumers Can’t Refuse

Fathom

First question: Why should consumers go out of their way to buy your product or service? Identify the known (and unknown) problems your consumers need to solve, then figure out what your consumers’ motivations are for buying. You know why consumers need to buy from you, but now you need to convince them that they should. Marketing Automation / Email MarketoAre you ready?

Can Find New Customers help my business?

Fearless Competitor

Editor’s Note: Forrester Research found 3 out of 4 companies that invested in lead management software (Eloqua, Marketo, Silverpop, Manticore, etc.) Filed under: Business relationships , Buying Process , Content marketing , Demand Generation , lead generation , Lead Nurturing , Lead Scoring , Leadership , Leadership Lessons , Sales-Marketing Alignment.

B2B Marketing Trends for 2016

Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. processes are fundamentally changing. B2B Marketing.

The Top #Nifty50 Women in Technology on Twitter for 2012

Webbiquity

Based in Minneapolis, Abby is Senior Manager Creative Services at Best Buy, and also Board President at FamilyWise, a non-profit organization that provides programs for families that encourage self-determination, self-sufficiency, and healthy family lifestyles. Her thoughts on writing and the creative process can be found on her blog Positive Reverie. Stacey Acevero. sacevero. kishau.

Lead Nurturing: Unique tracks and impactful tests

B2B Lead Generation Blog

Tweet I was recently interviewed by Marketo for their Definitive Guide to Lead Nurturing eBook, and I wanted to share some ideas that didn’t find their way into the guide as well as some additional thoughts on lead nurturing with you. Marketo blog: The Definitive Guide To Lead Nurturing. Marketing Research Chart: The ROI of lead nurturing [MarketingSherpa chart]. Don’t let up.

Beyond the B2B Buying Funnel: Exciting New Research about How Companies Make Complex Purchases

Modern B2B Marketing

There are entire industries devoted to researching consumer buying behavior, but until now there has been relatively little research into B2B buying behaviors. Marketo recently worked with. Enquiro Research (as well as Google , Business.com , Covario , and Demandbase ) to perform new qualitative and quantitative research into the (often irrational) ways that businesses make complex purchases. The initial findings of the research are a must-see for anyone involved in marketing or selling to other businesses. It's just not rational."

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3 Marketing Operations Mistakes That Will Break Your Sales and Marketing Alignment

Modern B2B Marketing

At Marketo, we work with our global demand generation teams to determine how we want to score based on demographics and behavior. One way we have done this at Marketo is by bumping up lead scores for those who fill out a “Contact Me” form. Two years ago, we started scoring on product interest to give our internal sales team an idea of the products a lead was researching.

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When Inbound Marketing Goes Wrong

The Effective Marketer

Marketo ‘s new whitepaper, “ Amplify Your Impact: How to Multiply the Effects of Your Inbound Marketing Program “, takes a different route from others out there. I was pleasantly surprised when they decided to attack the core of the problem by saying “ It can be common for organizations that implement an inbound marketing strategy to see an early lift. The reasons, according to Marketo, are many: Your aim is too wide. And, according to Marketo, outbound programs have their place in your marketing arsenal. Why Your Inbound Program Isn’t Working.

Marketing no longer gets a pass – inspiration from Marketo CEO Phil Fernandez

Modern B2B Marketing

by Maria Pergolino Phil Fernandez, CEO of Marketo, was a guest on the SLMA Radio show, a weekly program that showcases the voices of industry leaders. I’m always up for listening to a CEO talk about sales and marketing, so I listened to this the other day while packing up content for an upcoming trade show.  However, this is changing because buying is changing. The Number Game.

How To Boost Conversions With Personalized Remarketing

Modern B2B Marketing

Today’s consumers have access to a staggering amount of information and tend to do a lot of research before taking action. There are a variety of tools that you can use to do this, but recently we did a webinar that focused on how combining the power of Marketo’s  Real-Time Personalization and Google’s  Remarketing can help accomplish these tasks.

Seven Ways to Humanize B2B Marketing

Webbiquity

It’s nice that a piece of software “streamlines processes,” but 1) everyone says that (an exact phrase search on Google for that brings up more than 40,000 results); 2) no one would buy something that complicates processes(!); and 3) how exactly does that help the individual business buyer in his or her job? HubSpot , Marketo , Eloqua , Pardot , Genoo , etc.).

My thought leadership interview at Marketo

Fearless Competitor

Recently, Marketo — a marketing automation company with an extremely popular blog called Modern B2B Marketing contacted me and invited me to share my expertise in B2B demand generation with their readers.  Here are the questions Marketo asked, along with my answers: (Marketo) How did you first get started with online B2B Marketing and what do you like best about it? decided to pen the white paper, How to Find New Customers , which Marketo generously sponsored. Jeff) Today, buying cycles are growing longer and decision making processes are growing more complex. 

How to Create Content for Your ABM Strategy [Infographic]

Modern B2B Marketing

Let’s take a look at a few ways you can create scalable, personal, and relevant content to support your ABM strategy and engage your target audiences: Do Your Research. Use a content/message matrix to map what content or message you will use to reach your target accounts across the entire buying journey. Build testing into this process. What do they care about?

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How to Convince Your CEO of the Power of B2B Content Marketing

NuSpark

Content Marketing Conquers the Buying Cycle. It can move buyers through the buying cycle, attracting web traffic, converting visitors into leads, and transforming leads into sales opportunities. 47% of B2B marketers have a dedicated content marketing group ( Marketo ), and 69% of the most effective B2B marketers have a dedicated content marketing group in their organization.  (CMI).

10 Aligned Lead Nurturing Statistics for B2B Sales and Marketing

Sales Prospecting Perspectives

According to a study by CSO Insights, underwritten by Velocify , 42.3% of companies nurture leads by handing them off to marketing, who then engages and remains active with them through lead nurturing campaigns until they’re ready to buy. 50% of leads are qualified but not ready to buy. Source: Gleanster Research) Tweet This Stat. 46% of marketers with mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads. Source: Forrester Research) Tweet This Stat. Source: Juniper Research) Tweet This Stat.

My thought leadership interview at Marketo

Fearless Competitor

Recently, Marketo — a marketing automation company with an extremely popular blog contacted me and invited me to share my expertise in B2B demand generation with their readers.  Here are the questions Marketo asked, along with my answers: How did you first get started with online B2B Marketing and what do you like best about it? In your white paper, How to Find New Customers , you discussed the ever-changing buying process. Today, buying cycles are growing longer and decision making processes are growing more complex.  Focus on story-telling. 

Oracle Attains Highest Score for Current Offering in The Forrester Wave™: Lead-To-Revenue.

It's All About Revenue

Forrester Research recently evaluated 11 lead-to-revenue management (L2RM) platform vendors including Act-On, Adobe, bpm’online, CallidusCloud, HubSpot, IBM, Marketo, Oracle, Right On Interactive, Salesforce, and Salesfusion against 36 criteria. Digital marketers are continuously challenged with proving their programs are enabling sales and driving revenue. categories.

How to Optimize Your B2B Marketing and Sales with Online Video

Modern B2B Marketing

According to a Universal McCann study cited by Brightcove , people find product information and research most compelling when delivered in video format.  How video engages prospects throughout the buying cycle. Position yourself as the go-to source for stimulating research, insight and interpretation of the latest news and trends. by Jon Miller Online video is exploding. 

The Problem with Reliance on Junior Marketing Folks

Fearless Competitor

Had an interesting chat with Todd Lebo, Senior Director of Content & Business Development at MECLABS Primary Research. She told me “Lead nurturing is sharing information with prospective buyers to convince them to buy your product.&#. sponsored by Marketo ). Sales Leads sales process sales-ready leads Social Media Social Networks Trigger Events

B2B Marketing Rock Stars: Data Is Driving Modern Buyer Personas

Crimson Marketing

Why is Data on Buying Intent the Key? ” – Heidi Bullock, VP of Demand Generation Marketing at Marketo. This tells marketing the best way to reach the buyer and the content needed to answer the buyer’s questions at each stage of the process. Traditionally, B2B marketers have created buyer personas from customer hunches, not factual customer data. Click To Tweet.

3 Technology Trends Powering Account-Based Marketing

Modern B2B Marketing

At the same time, a significant amount of research by B2B buyers is being done through publisher sites, buying guide portals, technical comparison sites, social sites, and a vendor’s own website. Processing Power of Big Data: Technology to Distinguish Signal from Noise. Visibility of Digital Footprints . Big data analytics can help marketers achieve this goal.

Does Modern B2B Lead Generation Really Work?

The Forward Observer

Do you remember when prospective customers used to contact you as they were starting their buying research? From that external stimuli, a prospective customer would contact the seller to get more information and begin the buying process. The buyer would then expect to be educated by the sales team and guided through the sales process. Here's how to think about it.

Get Scrappy: 7 Tips for Smarter Digital Marketing

Modern B2B Marketing

Recently, I hosted a webinar with Marketo on how to create a smarter digital marketing strategy that allows you to optimize your campaigns, even with a tight budget or resource constraints. How do you go about getting management’s buy-in to change the culture? Getting buy-in isn’t easy, but the impact can be potent. What does it mean to be scrappy? Seeing ideas everywhere.

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5 Best Practices for Improving Sales Enablement

Modern B2B Marketing

Beyond the content distribution problem lies another issue: inefficient processes for sales teams. Odds are, your organization already has some form of sales enablement in place, as 80% of organizations with sales teams bigger than ten people currently use sales enablement tools and practices, according to research from Highspot and Heinz Marketing. Get on the Training Train.

B2B Video Marketing Done Right

KoMarketing Associates

It adds value as an asset in the new customer onboarding process. It can make complex concepts or processes easier to understand. It offers an ‘exclusivity’ appeal, depicting internal processes, back-of-house staff, and corporate culture-building activities. Marketo: What is Marketo? Brand Differentiation – Why Buy? Informative. Explainer.

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Why B2B Lead Nurturing Can Be The Golden Ticket to Sales Success

The Forward Observer

However, the problem with leads (and there is one), is that according to Brian Carroll , author of Lead Generation for the Complex Sale , up to 95% of qualified prospects on your Website are there to research and are not yet ready to talk with a sales rep , but as many as 70% will eventually buy from you or one of your competitors. But is lead nurturing worth it?

50 Statistics About B2B Sales and Marketing (Mis)Alignment

Type A Communications

Only 30% of CMOs have a clear process or program to make marketing and sales alignment a priority ( CMO Council ). 95% of buyers chose a solution provider that “Provided them with ample content to help navigate through each stage of the buying process” ( DemandGen Report ). When sales and marketing teams are in sync, companies became 67% better at closing deals ( Marketo ).