The Effective Marketer

DECEMBER 20, 2011

Last week Carlos Hidalgo , CEO of the Annuitas Group , shared on the Software Advice blog a nice video explaining two basic concepts that are often used interchangeably by vendors and even analysts in the Marketing Automation space but should in fact be treated as separate concepts: Demand Generation and Lead Management.

Demand Generation 100

Demand Generation Marketing Management Lead Management Demand 100

The Point

APRIL 22, 2020

However, as much as it has a reputation as a way to generate “guaranteed” leads, content syndication is not a cure-all, and indeed, more than most demand generation channels, is likely to generate sales leads that gravitate towards the early stages of the buying cycle. Place leads immediately into nurture.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

Marketing Insider Group

FEBRUARY 23, 2012

Last week, Eric Wittlake (@ wittlake ) wrote a great post called Lead Generation is Crippling Demand Generation where he argued that these two marketing activities were working against each other due to the different outcomes each is trying to achieve. We need to generate leads.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Lead Generation Work Management 100

Martech

JULY 14, 2022

Factors driving changes in ABM include shifts in buyer preferences and pre-purchase behavior, as well as the development of more sophisticated technology and data products that enable marketers to analyze behavior, identify in-market audiences, and craft experiences for a buying group or its individual members. The vendors respond.

Account Based Marketing 120

Account Based Marketing Enterprise Management Work Management Marketing Management 120

Martech

MARCH 11, 2024

This article explores how conventional martech infrastructure alienates most potential buyers and suggests steps to adapt tools and strategies for better long-term brand affinity and demand generation. Only 5% of our market , is ready, willing and able to consider buying our product. If they’re in a buying cycle at all.

Efficiency 86

Efficiency Marketing Automation Services Lead Ranking Brand Identity 86

The Point

JUNE 23, 2020

Even if you acknowledge that change as fact, however, it’s easy to become cynical (as I have) when vendors and thought leaders are constantly proclaiming the “death” of the old ways. When Account-Based Marketing (ABM) first arrived on the scene, vendors were quick to pronounce traditional, funnel-based marketing obsolete.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

VisumCX

FEBRUARY 28, 2017

Demand generation is consistently ranked as one of the top challenges for B2B marketers year after year. This should come as no surprise as B2B buyers continue to become more sophisticated in their approach to buying.

Demand Generation Agencies 40

Demand Generation Agencies Demand Generation Demand B2B Marketing 40

Madison Logic

OCTOBER 18, 2023

In most cases, brand-building efforts typically lose out to demand as marketers focus on short-term initiatives to fill the sales pipeline and generate revenue. When in the buying cycle, 41% of buyers report spending four or more hours per week educating themselves about specific vendor products or solutions.

Paid Content 52

Paid Content Advertising Agencies Demand Advertisements 52

Martech

AUGUST 10, 2021

As a journalist covering marketing and technology, I often have cause to look up a vendor or product I’ve not heard of before. One of our contributors filed a story this week containing one brief reference to a vendor with an unusual name. Marketers know that in many cases digital transformation has shortened the buy cycle.

Work Management 112

Work Management Marketing Management Marketing Analytics Tools Digital Marketing Funnels 112

eTrigue

DECEMBER 2, 2021

Since customers set the cadence of the buying cycle, marketers must be able to respond with the right information at the right time. On the other hand, those marketers that master these new channels and tools will be able to deliver more powerful, measurable and profitable demand generation programs than ever before.

Demand 78

Demand Sales Qualified Leads Marketing Automation Services B to B 78

DealSignal

APRIL 10, 2024

Intent data allows you to identify and target these specific folks, almost in real time. The type of intent signals a user is leaving and the strength of those signals can indicate a user’s interest in your product, which is invaluable for creating targeted marketing campaigns or delivering strong sales cadences.

Intent Data 52

Intent Data Ideal Customer Profiles Intent Marketing Automation Services 52

SalesIntel

APRIL 25, 2024

Identify Key People Within Your Target Companies It is estimated that there are only 19,677 shippers , with over $500 million in revenue in the United States. After all, businesses don’t buy, people do. In fact, it’s estimated that around 95% of potential customers are not in an active buying cycle.

Ideal Customer Profiles 52

Ideal Customer Profiles Work Management Marketing Management Tactics 52

Industrial Marketing Today

SEPTEMBER 3, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.”

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

The Point

DECEMBER 11, 2018

How can ABM best coexist with a more traditional funnel-based demand generation model? When so many technology vendors claim to be an “ABM solution,” what are the smartest investments? Ignoring the buying cycle. Even the most successful ABM strategy does not eliminate the buying cycle.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

PureB2B

MAY 8, 2019

Demandbase’s goal is to quickly identify, engage, and nurture buyers through the buying cycle. After countless hours of building a strategy, it ended up resulting in a “target account list” of every account that the sales team had in their CRM.

Account Based Marketing 62

Account Based Marketing ABM DemandBase Demand Generation 62

ANNUITAS

DECEMBER 1, 2015

If you planned strategically, thinking in terms of building a perpetual Demand Generation Strategy versus a tactical approach, end of year is not a mad rush to rustle up a few last minute deals. Understand your buyers, their buying committees and focus on helping solve their problems across the organization to truly be buyer-centric.

Buying Cycle 100

Buying Cycle Demand Generation Trigger Marketing Planning 100

ANNUITAS

SEPTEMBER 3, 2015

The dialogue during the event was incredibly rich, as are the contents of the book that explores the concept that the buyers are driving today’s buying cycles and that these cycles are being driven by buying committees. Identifying this individual is paramount to success if vendors are going to secure the purchase.

Buying Cycle 100

Buying Cycle Vendors Mobile Marketing B2B Sales 100

Inbox Insight

SEPTEMBER 10, 2020

They are buying more MarTech products than ever before, and they are constantly on the lookout for the next big thing. For vendors, knowing more about how their buyers think and what technologies they’re interested in is key to successful content delivery. Looking at marketing tech in general, the biggest focus is on data.

Marketing Management 86

Marketing Management Marketing Automation Services Research Planning 86

PureB2B

MAY 8, 2019

Demandbase’s goal is to quickly identify, engage, and nurture buyers through the buying cycle. After countless hours of building a strategy, it ended up resulting in a “target account list” of every account that the sales team had in their CRM.

Account Based Marketing 51

Account Based Marketing ABM DemandBase Demand Generation 51

Madison Logic

FEBRUARY 7, 2024

You must leverage your first- and third-party intent data to identify target audiences and personalize your content. Once the AI generates copy for an article, for example, you can refine the content using data to dig deeper into buyer pain points and change the tone to ensure it matches with other assets and brand messaging.

Marketing AI 52

Marketing AI Work Management B2B Marketing Marketing Management 52

The Point

SEPTEMBER 9, 2014

The Rule of Seven harkens back to a day when the salesperson was in control, when buyers did little to no research before talking to vendors, and when marketing was simply a string of pitches extolling the virtues of a company’s product. B2B Marketing Campaign Strategy Demand Generation lead generation Sales 2.0

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

DealSignal

MAY 15, 2022

Intent data shows what a buyer is interested in and what they are likely to do or buy next Imagine targeting a buyer before they even start their buyer journey. Being the first to identify and solve their pain points puts you at the top of their list. With intent data, you can. What Is Intent Data?

Intent Data 52

Intent Data Intent Marketing Automation Services Ideal Customer Profiles 52

KoMarketing Associates

DECEMBER 8, 2015

Demand Generation. Nearly 45 percent of B2B marketers, surveyed by Annuitas, indicated that they are not using buyer personas in demand generation programs and almost half are failing to align content to their buyer’s pain points. B2B buyers are exploring a number of different channels when conducting vendor.

Marketing Budget Creation 120

Marketing Budget Creation Marketing Budget Budget Programs Enterprise Management 120

Inbox Insight

AUGUST 30, 2020

Marketing technology buyers are results-driven and often choose vendors that are leaders in their field. If you want to reach the right people , generate leads and convert these leads into sales , it’s crucial to know how your audience think. The more expert content vendors can get out there, the better their brand awareness.

Work Management 98

Work Management Marketing Management Research Allocation 98

Customer Experience Matrix

AUGUST 28, 2014

I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle. Formal release was in May 2014.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

ANNUITAS

APRIL 8, 2014

However, when I speak to marketers and ask about their efforts to chart the buying process, inevitably a funnel graphic appears. Add in the growing number of people involved in a typical B2B buying cycle and it gets even more complex. Each role has its place in the buying cycle and we cannot treat them all the same.

Top of Funnel 100

Top of Funnel Work Management Marketing Management Demand Generation 100

ANNUITAS

SEPTEMBER 20, 2016

The pressures to build a solid Demand Generation Strategy that is perpetual with content marketing that converts is high. Make sure to listen for cues that start or “trigger” the buying cycle. You’ll also need to listen for all the steps that happen in between recognizing the need to solve a problem and choosing a vendor.

Top of Funnel 100

Top of Funnel B2B Thought Leadership Thought Leadership Content 100

Smarte

JUNE 28, 2022

SQLs have an intent towards buying your product and these leads may have already requested a demo, may already onboard a free trial you have been offering, and giving indications to be in the buying cycle. SQL: Has intent to buy. Lead/Demand generation is a crucial aspect of generating ROI.

Lead Ranking 52

Lead Ranking Marketing Qualified Leads MQL Sales Qualified Leads 52

6sense

AUGUST 16, 2016

For leading B2B organizations, ABM has become a dominant strategy to ensure high-value target accounts are marketed to in a way that is relevant and personalized. For sales and marketing teams, the selection process of identifying target accounts has become the most critical component to drive marketing and sales outcomes at scale.

Account Based Marketing 48

Account Based Marketing Tools Demand Generation ABM 48

ANNUITAS

OCTOBER 23, 2014

The goal is to make sure that a Buyer who is on the cusp of making a decision will see your ad, and that your ads’ keywords and ad copy will be informed by a well-researched understanding of the pains and priorities of the Buyer at every stage of the buying cycle. Focus on lead management-.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency PPC Marketing Automation Services 100

ANNUITAS

APRIL 10, 2014

Here are five common mistakes organizations make when automation their marketing and how they can fix them to get more value from their technology investment, as well as a better return on their demand generation. Putting product content in at the Engage stage of the buying process means nothing to a buyer.

Paid Search Agency 100

Paid Search Agency Enterprise Management Marketing Management Automation 100

NuSpark Consulting

JUNE 2, 2016

To create content that boosts lead and demand generation, you need to construct B2B buyer personas that give you a clear picture of your customer, mapping their journey from when they decide to solve a problem to their purchase decision. Alternatively, they may wait until they are ready to make their final buying decision.

Buyer Personas 100

Buyer Personas Conversion Buying Cycle B2B 100

The ROI Guy

SEPTEMBER 3, 2010

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.

Demand Generation Agencies 40

Demand Generation Agencies Demand Generation Peer-to-peer Demand 40

KoMarketing Associates

AUGUST 6, 2019

The most significant challenge B2B marketers face is in effectively communicating with target audiences and prospective buyers. While we all have goals and objectives for lead generation, brand development, and customer experience as examples, the overarching challenge is making the right decisions to achieve them.

Buyer Personas 123

Buyer Personas Paid Content Online Marketing B2B Marketing 123

Customer Experience Matrix

MAY 27, 2009

Eloqua yesterday announced Eloqua Prospect Profiler , which makes it easier for salespeople to review prospect behaviors that are captured by the demand generation system. Replacing the relationship-building is more difficult, but demand generation systems can help somewhat by responding appropriately to prospect behaviors.

Eloqua 120

Eloqua Paper Profiling Marketing Automation Services 120

Adobe Experience Cloud Blog

JUNE 24, 2009

Yesterday’s BtoB Leading Edge, Demand Generation in the Digital Age was a great way to make sure your organization’s demand generation programs are best-in-class. LinkedIn gave an impressive demonstration on how they handled demand generation without a robust marketing budget or unlimited marketing staff members.

Demand Generation Agencies 48

Demand Generation Agencies BtoB Demand Generation Demand 48

Customer Experience Matrix

AUGUST 10, 2010

The always-insightful Adam Needles is running a series of blog posts this week that summarize the “real state” of B2B demand generation. That’s very different from one vendor trying to include as many functions as possible. (On Perhaps a recognition that we must manage in a period of continuous change is a good next step.

Process 120

Process Marketing Management Marketing Automation Services Demand Generation 120