Trending Sources

Insights from the Marketo Summit

ANNUITAS

I have just returned from the Marketo Marketing Summit in San Francisco this week where I joined 7,000 other registered attendees from what I believe is now one of the premier B2B (and B2C) marketing events of the year. In the opening keynote by Phil Fernandez and throughout the conference, Marketo made mention of their study with The Economist where marketers ranked their top three priorities, which were. It is no longer a sales driven buying process, this much is certain, but marketers must heed the call and utilize what is at their disposal to drive customer engagement.

How to Optimize Your B2B Marketing and Sales with Online Video

Modern B2B Marketing

How video engages prospects throughout the buying cycle. Effective lead nurturing is all about keeping prospective buyers emotionally loyal to you.  To develop rapport with your sales leads, use online video to deliver information directly to their inboxes that is relevant to who they are and where they are in the buying process.  by Jon Miller Online video is exploding. 

Mapping marketing content across the buying cycle and personas (via )

Fearless Competitor

Event we did with Marketo on mapping content across the buying cycle. Today Find New Customers hosted a webinar today featuring Jon Miller, VP, Marketing at Marketo.  One of the key principals he shared was the process of mapping content to the way your customers buy.  Here's an excellent ebook from www.junta42.com clickpredictions2010[1] by Click Documents, sponsored by Marketo. Jon shared his "secret sauce" for lead generation. It was an excellent webinar for all of our Insiders at Find New Customers. One of the … Read More.

5 Essential Books to Understand B2B Sales 2.0

Modern B2B Marketing

By utilizing social strategies and digital technologies in the revenue cycle, companies can leverage the power of Sales 2.0. 2. Rethinking the Sales Cycle: How Superior Sellers Embrace the Buying Cycle to Achieve a Sustainable and Competitive Advantage. The lesson to learn from this book is to pay attention to the entire buying cycle. Sales 2.0. By John R.

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.

Mapping marketing content across the buying cycle and personas

Fearless Competitor

Today, Find New Customers hosted a webinar with Jon Miller, VP, Marketing at Marketo.  One of the key principals he shared was the process of mapping content to the way your customers buy.  clickpredictions2010[1] by Click Documents, sponsored by Marketo. One of the things I did at Aplicor was develop buyer personas, map the buying process, industry, and other factors.  Over that grid we wrote down the questions and concerns that particular buyer, in that particular stage of the buying process, etc. This enabled us to create a grid. 

3 Tips to Stop Leads from Falling Through the Cracks

Modern B2B Marketing

Send pertinent messages related to where your prospect is in the buying cycle offering them information to help move them from one stage to the next. Automation sifts through leads, qualifies them and keeps them in follow up mode until they move forward or drop from the buying cycle. When during their buying cycles did they enter the marketing funnel?

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.

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. Makes complicated processes easy to understand. Demand Generation and Lead Process.

What is Revenue Performance Management? A Whiteboard Session

Modern B2B Marketing

by Katie Byrnes While in Austin, on Marketo’s Revenue Rockstar tour , Jon Miller had the chance to rock the whiteboard at the Software Advice offices.  Buyers want to connect with sales much later in the buying cycle than ever before. Are the old processes obsolete or are they dysfunctional? It begins with the need for companies to grow revenue. Salespeople?

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. Marketo ). Marketo ). Marketo ). 6.   You Can Do Content Marketing Without a Fully Staffed Internal Team. Such campaigns are familiar. Set expectations.

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.

How to Match Your Content Strategy with the Buyer’s Journey

KoMarketing Associates

With these thoughts in mind, I want to walk through some ways to map your content strategy to match the three primary stages of the buying cycle and the types of content that might resonate best with the audience at each stage. Qualities of this visitor:  At this stage of the buying cycle, prospects are likely looking for content that meets their personal or organizational needs.

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. Before, ABM was an extremely high-cost endeavor that represented a significant drain on budget and human resources.

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. 

3 Recommendations in Sales Lead Generation from Carlos Hildago of The Annuitas Group

Fearless Competitor

Jon Miller of Marketo asked this question of Carlos Hildago of the Annuitas Group in a Marketo blog article  (click underlined words for original article) and came up with three priorities which I wish to share with you. Regardless of what you think, your organization might have some good processes in place. Figure out (with sales ) the definitions of each buying cycle.

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.

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.  Watch your language. 

33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

Maybe it’s because the buying cycle takes longer, more people are involved in purchase decisions and sales are made for rational, not emotional, reasons. CROWE HORWATH : the public accounting firm used 48 pieces of content in 4 different topic areas, this campaign targeted C-level prospects in financial institutions with $1 billion or more in assets across the buying cycle.

How to Develop Great Content that Generates Demand

Modern B2B Marketing

Relevance does not only mean writing a paper that is only useful to someone who wants to buy your product or service. Instead, you must create multiple pieces of content relevant to buyer roles and buyer stages, enticing a lead to engage with your content multiple times during the buying cycle. Buying Role. Buying Stage. Content Mapping.

The Death of Cold Calling – Ending the Debate

Sales Intelligence View

Cold calling is the process of approaching prospective customers or clients, typically via telephone, who were not expecting such an interaction. Ken Rouge wrote in Predictive Sales Intelligence Will Redefine CRM and the Sales Process that “ InsideView proves that the value of social media increases exponentially when it can be applied directly to the sales/buying cycle.

Demystify & Define Your Marketing Strategy

Modern B2B Marketing

Author: Rajiv Kapoor When I recently visited Marketo headquarters, my buddy asked me what I was working on, and I told him enterprise consulting in a strategic role (as opposed to more of an implementation role)—to which he responded, “so, what exactly are you doing?”. For now, let’s define strategy as: a process of using knowledge to drive action. This is a strategic question.

Dynamic Duo: Close More Deals with Sales and Marketing Alignment

Modern B2B Marketing

Author: Stacey Thornberry A joint Marketo and Reachforce research piece found that businesses are 67% better at closing deals when sales and marketing work together. Align your content to stages of the buying cycle and score each asset accordingly. This indicates your prospect’s readiness to buy. See if your marketing team can automate these processes for success!

MQL 48

Why Marketers Are the New Wingmen

Modern B2B Marketing

Today, it’s marketing’s job to work closely together with sales to engage with customers throughout most of the buying cycle. In other words, the sales process is now a team effort.  Author: Michael Powers Chances are if you’re in events marketing at a B2B company, your schedule is full of trade shows. different perspective. How do you prefer to be reached? Know your pitch.

Top 50 B2B Marketing Influencers On Twitter

B2B Marketing Insider

Marketo – Marketo.com – Marketing software. curated production process + a fully-vetted community of creative pros = outstanding and affordable video content. that advance the buying cycle: Founding member  @ savvy_b2b  blog. Who are the top B2B Marketing influencers on twitter? Earlier this month, I released the 20 B2B Marketing Blogs you need to read.

3 Recommendations in Lead Management from Carlos Hildago

Fearless Competitor

In the Marketo blog, they recently published an interview and video with Carlos of the Annuitas Group, where he sat down with Jon Miller of Marketo. I was struck by something Carlos said and wish to share it here. Regardless of what you think, your organization might have some good processes in place. Figuring out (with sales) the definitions of each buying cycle. The statistics from MarketingSherpa include that 50% of buyers aren’t in a buying mode when they first engage, so lead nurturing is a must. Where are you today as an organization?

6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

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. Standard integrations are available for Salesforce.com , Oracle Eloqua and Marketo. APIs can load data from other sources, potentially including other CRM marketing automation products, Web logs, order processing, call centers, media impressions, and pretty much anything else. Company models score each company’s likelihood to buy from the client. Formal release was in May 2014.

Sights and Sounds of SXSW: Transformational Marketing and The Era of Engagement

Modern B2B Marketing

This year, Marketo set out to make a splash at the event. On Sunday, Marketo featured four informative sessions around both marketing best practices and the future of marketing. Use holistic, agile methodologies, software, and processes. Created a multi-channel lead generation program that would enable lead capture and nurture through Marketo. East 6 th St. Big topic!

Best Practices for Marketing Automation from 11 Experts

Modern B2B Marketing

Best Practice #1: You Can’t Automation A Process That Doesn’t Exist—Always Map Your Lead Flow. Marketing automation without a lead process is just like that… navigating without a map in the hopes of getting to the right place. You can’t automate a process that doesn’t exist.”. “The first step is understanding who’s involved in the buying cycle.

How to Win at B2B Video Marketing

Modern B2B Marketing

If you’re actively seeking out opportunities to integrate video into your core business processes, here’s how you can also produce measurable results. Video speeds up the buying cycle by answering common questions in a fast, digestible way, and making it easy to show your buyers exactly what you can offer. Align Video Marketing with Your Funnel. Think : Entertain & Entice.

Video 60

10 things you need to know NOW about OmniChannel Marketing

grow - Practical Marketing Solutions

” I like this characterization from John Bowden, Senior VP of Customer Care at Time Warner Cable as it appeared in a recent  Marketo post : “Multi-channel is an operational view – how you allow the customer to complete transactions in each channel. We began to condition consumers that they could expect a 24 x 7 buying and service experience. Why is this hot now? This is a rule.

Don’t Get Left Behind: The Rise of Digital Marketing in Financial Services

Modern B2B Marketing

As a Solutions Consultant here at Marketo, I speak to financial services companies on a regular basis. Opportunity – Firms need to overhaul their marketing to target clients much earlier in their decision making process (buying cycle): the point in time when people are still unaware of financial services products. Author: Fab Capodicasa Every business is different.

SMS 33

To Call or Email? That is the Question

B2B Lead Blog

Tweet When Brian Carroll and I present webinars on adding the human touch to lead nurturing, like the ones last month for the B2B Lead Roundtable and Marketo , we inevitably get these questions: “How often should we call? Their buying process. How often should we email? What should we do first?” That’s why I always call the prospect before sending an email.

What Raising a Toddler Can Teach You About Engagement Marketing

Modern B2B Marketing

As a Marketo Solutions Consultant tasked with designing and configuring digital marketing strategies for our prospects, I think about engagement marketing a LOT. I’m also the father of a rambunctious, free thinking, strong willed ( stubborn , if you will) two-year-old boy. They expect you to respond and adjust to their feedback at every step of the process. 2. Listen. Be Persistent.

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

As head of our Customer Success/Account Management team here at Marketo, one question I hear frequently from new CMOs, VPs of Marketing and Directors of Marketing/Lead Generation is: “How can I build my marketing automation team?”. At Marketo, we have a much larger team. They will work with your content manager, mapping the right content to the right place in the buying cycle.

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

As head of our Customer Success/Account Management team here at Marketo, one question I hear frequently from new CMOs, VPs of Marketing and Directors of Marketing/Lead Generation is: “How can I build my marketing automation team?”. At Marketo, we have a much larger team. He or she will work with your content manager, mapping the right content to the right place in the buying cycle.

33 Phenomenal Content Marketing and Copywriting Guides and Tips

Webbiquity

Share your expertise to guide them through the process to better understand their issues.” ” 5 CEO-Worthy Metrics for Demonstrating Inbound Marketing Success by Marketo B2B Marketing Blog. Because not all “leads” are ready to turn immediately into buyers, Shelley Pringle outlines a four-step process for converting those leads into customers over time.

Three Key Job Roles to Make Your Marketing Automation Rock

Modern B2B Marketing

Three Key Job Roles to Make Your Marketing Automation Rock was posted at Modern B2B Marketing - Marketo Best Practices Blog. | [link]. by Heidi Bullock Marketing automation is a great solution to help drive your business.  Marketers need to be more accountable, engage with customers and potential buyers, and also scale their activities.  Content Manager. Marketing Operations Manager.

The Awesome Power of Lead Nurturing

Fearless Competitor

“As many as 9 out of 10 visitors to your website are not ready to buy.” Keys to Successful Lead Nurturing – Executive Summary document (One of our Marketo clients used this extensively in crafting their lead nurturing programs.). “Attracting stone-cold strangers who might want to buy your products is Lead Generation. Since today’s buy cycle has evolved into prospects doing a ton of research before they engage with a sales rep, some of your leads need to be nurtured until they are ready to start a sales discussion. Kevin Reinert.

The Case for Predictive Marketing Automation: Account-Based Marketing

6sense

Using customer behavioral data coupled with predictive modeling, predictive intelligence is helping companies identify in-market accounts and gain visibility into their buying needs and the stage of the buying cycle they’re in. Companies that are able to make the most of ABM strategies sell products that require a highly considered purchase process. In most cases the buying decision is made by a committee and not by a single economic buyer, and multiple corporate functions are involved in the review and approval process. Build data-driven campaigns.

Content Curation for Lead Nurturing

Modern B2B Marketing

Lead nurturing is the process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.  You need different content for each buying profile, e.g. each target persona.  Content Curation for Lead Nurturing was posted at Marketo Marketing Blog - Best Practices and Thought Leadership. | [link].

How B2B Buyers Really Use Social Media: Insights from the 2012 Buyersphere Report

Modern B2B Marketing

Note: The report surveys buyers in the UK, France, Germany, and Italy so is obviously focused on European buyers, but I believe the insights below are relevant to all markets.). I was particularly struck by the actual data that showed how buyers are using social media in the process, especially by age. Some key findings: Overall use of social media in buying is still somewhat low.

WOM 47

How Consumers Decide: Marketing for the 5-Step Model

Modern B2B Marketing

In 1968, researchers Engel, Blackwell, and Kollat developed a five-step model of the consumer buying decision process (known as the Engel-Blackwell-Kollat or EBK model), and that model is still useful for marketers today. The first step of the buying cycle is that the consumer recognizes a problem which needs to be solved, or a need which needs to be satisfied.