Content Standard

NOVEMBER 16, 2023

A Content Disrupted podcast with Ardath Albee, CEO of Marketing Interactions. Access this and more Content Disrupted episodes on Apple Podcasts , Spotify , or Google Podcasts. Buyers are fed-up with irrelevant, unhelpful B2B content. Delivering the content we ‘think’ our customers want has proven ineffective.

Marketing & Strategy 89

Marketing & Strategy Buyer Personas B2B Emarketing 89

Sword and the Script | B2B

MAY 17, 2022

“Buyers now exercise more due diligence than ever before, conducting more research and engaging in more conversations with vendors and third parties,” according to Forrester. Forrester conducted a “buyer’s survey” in the years 2017, 2019 and 2021. B2B buyers require more interactions from sales and marketing.

Sales Cycle 75

Sales Cycle B2B Sales Studies Marketing Management 75

Mereo

JUNE 29, 2023

Content marketing is an important strategy but can be challenging to master. Your buyers desire meaningful content that is shares keen insights and is backed by facts (statistics, client testimonials). On top of this, content marketing is notorious for consuming valuable resources.

Top of Funnel 36

Top of Funnel Content Marketing Case Studies Case Study 36

Madison Logic

JANUARY 5, 2023

2023 will pose challenges to B2B marketers as they navigate global economic uncertainty and a push to maximize their marketing spend and ROI on account-based marketing (ABM) campaigns. Customer marketing will be critical in 2023. “It 2023 will be a year of enhancing the customer experience .

Account Based Marketing 52

Account Based Marketing Top of Funnel Marketing Budget ABM 52

Madison Logic

JANUARY 18, 2023

Content marketing is the way we speak to our customers about our brand and our solutions. Because buyers, not sellers, have all the power in B2B. While they appreciate our clever wordsmithing and attractive graphics, these mean nothing if we’re not giving them the experience they want in the buyer’s journey.

Account Based Marketing 52

Account Based Marketing ABM Work Management Marketing Management 52

The ROI Guy

OCTOBER 26, 2018

I had the pleasure to present at a VIP Breakfast yesterday within the Forrester B2B Marketing and Sales event, on-stage with Mary Shea, Principal Analyst for Forrester, This included announcing live our merger with Mediafly, a leading sales enablement company. Clearly, expectations are being missed.

Forrester 69

Forrester Marketing Management FAQ B2B Sales 69

Madison Logic

AUGUST 2, 2023

Traditional marketing approaches that rely on mass messaging and generic campaigns are no longer effective in capturing the attention and loyalty of potential customers. B2B buyers need more attention and information to make a purchase decision, ideally, a personalized buying experience. And it works.

Account Based Marketing 52

Account Based Marketing Personalization Multi-Channel Top of Funnel 52

Scoop.it

OCTOBER 29, 2019

Content marketing is no longer a new fad. In fact, 65% of brands who report being successful with content marketing have gone through the time and effort of documenting their content marketing strategy. Why Do Salespeople Need Content? This is known as content for sales enablement.

Top of Funnel 54

Top of Funnel Buyer Personas Content B2B Thought Leadership 54

6sense

JANUARY 31, 2022

Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. . The future of B2B sales and marketing is — yes — skinny jeans! And many historical buying committee models have focused on individual roles, needs, preferences — mostly from a business and function context. .

CMO 62

CMO Peer-to-peer Buy Gartner 62

B2B Marketing Directions

JUNE 11, 2023

Source: Kogan Page Limited Understanding how business people actually make buying decisions on behalf of their company is vital to B2B marketing success. Without such insight, it's almost impossible to design and execute effective marketing programs. What metrics are most relevant for measuring marketing performance.

Top of Funnel 40

Top of Funnel Buyer's Journey Lead Ranking B2B Thought Leadership 40

Outreach

JUNE 22, 2021

Based on those cues, it surfaces content cards, which are short summaries of relevant information. It’s the right content surfaced on cue — right at the very moment when your reps need it. Coaching at Scale with Content Cards. We came up with three sets of content cards: competition, product, and partnerships.

Work Management 89

Work Management Marketing Management Outreach Sales Cycle 89

Madison Logic

SEPTEMBER 21, 2023

When used as part of a comprehensive data-driven, multi-channel account-based marketing (ABM) strategy, display ads are critical in reinforcing key messaging and delivering content to target accounts. Also called banner ads, these typically consist of a static image with text and a call-to-action (CTA) directing buyers to another page.

Display 52

Display Advertising Channels Account Based Marketing Advertisements 52

Mereo

SEPTEMBER 29, 2022

Buyers overwhelmingly value selling organizations that gain a deep understanding of their company and its needs and, furthermore, demonstrate that with relevant content and conversations. Your organization is not creating high-quality content. Content remains on its kingly throne today. Do not just output noise.

Buy 41

Buy B2B Thought Leadership Buyer's Journey Case Studies 41

Ambal's Amusings

MAY 27, 2010

Is less better than more when it comes to content? Instead of bombarding prospects with "too much content" should companies carefully chose 1 or 2 pieces of important content that will educate prospects? What kind of content is most useful in each phase of the B2B marketing cycle? Content has a job to do.

B2B Marketing 100

B2B Marketing Content Marketing B2B Planning 100

Seismic

DECEMBER 9, 2021

Seismic’s Heather Cole, VP Market Growth, looks back at the year of innovation and what’s to come in the enablement space in 2022. The award recognizes providers leveraging visionary use of technology to not only adapt as markets change, but to actively disrupt and inform how their markets will evolve. The new “lobby learning”.

Research 52

Research Work Management Marketing Management Marketing Analytics Tools 52

The ROI Guy

FEBRUARY 21, 2012

Perhaps this is why Content Marketing Institute continues to report that >50% of content marketing programs are perceived as “less than effective”? and "Why Now?". and "Why Now?".

Forrester 40

Forrester Content Buyer Need Spending 40

Heinz Marketing

MAY 16, 2022

By Matt Heinz , President of Heinz Marketing. The show is less than 30 minutes, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. The show is less than 30 minutes, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals.

Top of Funnel 85

Top of Funnel Lead Scoring Lead Ranking CMO 85

Cintell

MARCH 10, 2016

Benefits of personas across the business: Persona-based marketing messaging : Best practice demand creation strategy that includes more personalized and customized messaging built on personas yields two times the average sales pipeline. Engages buyer earlier and more effectively. Understanding B2B Buyers Benchmark Study, Cintell ).

Lead Scoring 100

Lead Scoring Lead Ranking Top of Funnel Sales Qualified Leads 100

B2B Marketing Directions

NOVEMBER 29, 2015

Marketers have long used campaigns as the basis for planning marketing efforts. Today, however, rising buyer expectations and changing buyer communications preferences require new kinds of marketing communications methods that don't fit the traditional campaign construct.

Campaigns 45

Campaigns Planning Lead Ranking B to B 45

Ambal's Amusings

AUGUST 27, 2010

B2B Marketing Content falls under 2 broad category - 1. Content addressed to a Technical Decision Maker 2. Content addressed to a Business Decision Maker. Blog Marketing Interactions Twitter Ardath421. Blog Marketing Interactions Twitter Ardath421. Ardath Albee is a B2B Marketing Strategist.

Work Management 100

Work Management Marketing Management B2B Business 100

The ROI Guy

JANUARY 25, 2017

Although buyers leverage digital more than ever in their decision making process, and as a result appear to engage with reps later in the decision making process (up to 57% of the way through), sales reps still have a big impact, ESPECIALLY if they can intersect early in the buyer’s journey, and with value.

Comparison 40

Comparison Peer-to-peer Forrester Marketing Management 40

Martech Advisor

DECEMBER 3, 2019

Here are six steps marketers can take to help them understand and connect better with their audience, says, Bruce McMeekin, Founder and CEO, BKM Marketing. Advertising is deeply intricate — both marketers and consumers have more data, channels, and technologies to choose from than ever before. Connecting With Consumers.

Opt-out 66

Opt-out Opt-in Work Management Marketing Management 66

Akoonu

OCTOBER 26, 2017

Marketing and sales pipeline. Buyers journey. Pipeline v Funnel v Buyers Journey. These stages, from the naming of them to implementation usually don’t consider the buyer’s point of view. By definition, it’s the perspective of your organization about a prospect as they move the buyers through your sales process.

Top of Funnel 49

Top of Funnel Ideal Customer Profiles Sales Qualified Leads Lead Ranking 49

The ROI Guy

MARCH 7, 2013

T his week, leading sales enablement professionals met to share issues, best practices and success stories at the Forrester Sales Enablement Forum. Today’s more resource constrained, risk averse and frugal buyer needs significant convincing as to “Why Change?”, “Why Now?” and “Why You?”

Forrester 40

Forrester Lead Scoring Lead Ranking Consulting 40

The ROI Guy

NOVEMBER 29, 2010

Fueled by a wealth of on-line resources and social networks, buyers have seized control of the buying cycle, engaging with sales representatives later and later, and further elongating sales cycles. Having the right content and tools to help fuel buyer’s decision making process is essential.

Peer-to-peer 40

Peer-to-peer Marketing Automation Services Spending Marketing Budget 40

The ROI Guy

SEPTEMBER 22, 2014

What your marketing and sales enablement teams might not fully realize is that: Product / service differentiators are fleeting, especially today where new product launches are faster than ever before and solutions are quickly commoditized. In order to navigate the decision making process, the buyer needs to understand “Why consider a change?”

Lead Scoring 40

Lead Scoring Lead Ranking Forrester Peer-to-peer 40

The ROI Guy

SEPTEMBER 17, 2010

The past decade has seen an exciting and dramatic increase in new digital marketing channels including Twitter, Facebook, e-mail, search engines, webinars, virtual trade shows and more. email pitches per week, up 32 percent from 2006 according to sales and marketing research firm SiriusDecisions.

Interactive Marketing 40

Interactive Marketing Marketing Automation Services Peer-to-peer Buying Cycle 40

Madison Logic

MARCH 13, 2024

According to Forrester research, millennial buyers aged 25-44 are increasingly shifting into purchase decision-making roles and are expected to make up three-fourths of business buying teams in 2024. As a result of this shift, marketers and sellers can no longer rely on what has always worked to reach them.

Purchase 52

Purchase Account Based Marketing ABM Multi-Channel 52

The ROI Guy

AUGUST 13, 2013

If this is the case, Gartner’s latest research indicates that many IT Sales and Marketing leaders may end up on the “endangered species” list, unless some serious realizations and changes occur sooner versus later. According to a new research report, IT buyers have dramatically changed.

Gartner 40

Gartner Marketing & Strategy Marketing Strategy Lead Ranking 40

The ROI Guy

MARCH 15, 2011

Empowered Buyers: Fueled by the Internet, with access to a wealth of resources, research, discussions, product and pricing information, buyers are self-empowered to drive the buying cycle, inviting sales later and later into the decision making process, if at all. Commodity sales professionals are being disinter-mediated.

Forrester 40

Forrester Lead Ranking Cross-Selling Peer-to-peer 40

The ROI Guy

DECEMBER 16, 2014

With today’s new breed of buyer, it is vital to not just pitch products, but facilitate the buyer’s journey: sequentially delivering the provocative messaging, insights, financial justification and differentiation to advance from “Do Nothing” to “Yes”. The key question the buyer needs answered: “ Why Now? ”. Why You?'

Conversion 40

Conversion Buyer's Journey Advertising Benchmark Differentiation 40

The ROI Guy

AUGUST 17, 2011

The good news is that many marketers and sales enablement groups have realized the change in buyers over the past decade. Frugalnomics is in full effect, with buyers more empowered, skeptical and frugal than ever before. Forced to “do more with less”, these buyers need more consultative advice and help from vendors.

Lead Scoring 40

Lead Scoring Lead Ranking Forrester Marketing Proposals 40

NetLine

NOVEMBER 30, 2023

Naturally, marketing has a key role to play, too. But with the volume of content online continuing to increase, how exactly should B2B marketers highlight the right content for sales teams to use at the right time? Gong.io) that analyze interactions with buyers. Intent data is an essential part of sales enablement.

B2B Sales 52

B2B Sales Intent B2B Marketing Digital Asset Management 52

PathFactory

SEPTEMBER 12, 2018

You and your buyers have probably had this experience, too. According to recent Forrester Research, 73% of millennials in the workforce are already involved in purchasing decisions for their firms and that millennials will comprise 44% of the total US workforce by 2025¹. Marketers, time to put your B2C pants on.

Forrester 40

Forrester Lead Ranking B2B Top of Funnel 40

Seismic

MAY 24, 2019

When organizations think of sales and marketing alignment, they often focus on demand generation. As content continues to grow as a critical component in successful selling, organizations must now take steps to align around content as well. Content is extremely important in today’s selling environment.

Work Management 90

Work Management Marketing Management Tips Content 90

Madison Logic

MAY 18, 2023

ChatGPT is a generative AI tool that’s caused a lot of buzz in the marketing industry with its ability to streamline content creation and research tasks. The only way that companies can stand out among the competition is with content and messaging unique to their brand and the specific needs of their target audience.

Work Management 52

Work Management Practices Marketing Management Generation 52

The ROI Guy

JANUARY 17, 2011

Monday, January 17, 2011 Value Selling Tools and the Buying Lifecycle With two economic downturns in the past ten years, buyers are more frugal than ever, demanding that each investment help them do-more-with-less, provide a bottom-line impact, and deliver superior value. But up-front purchase price isn’t everything.

Budget Programs 40

Budget Programs Marketing Automation Services Enterprise Management ROI 40