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| | IT'S ALL ABOUT REVENUE
FEBRUARY 16, 2011 [Campaign, Multi-Touch] B2B Lessons From Boston University
In fact, if you are a marketer with kids who have gone off to college or in the process of researching them, you’ve probably already noticed the similarities. In both college admissions and b2b marketing there are long sales cycles, deep research, high buying costs, multi-touch campaigns and plenty of lead nurturing done along the way. Answer: Plenty.
| | B2B MARKETING INSIDER
AUGUST 21, 2012 [Campaign, Multi-Touch] 4 Tips For Successful Demand Generation
And so, occasionally, my colleague Rob Krekstein , who is a Senior Director of Global Inside Sales here at SAP, provides his amazing perspective on how to create successful demand generation programs that produce real business results. You must focus on the needs of the buyer and facilitate their buying process, rather than pushing messages at them. Demand Generation
APRIL 15, 2013 | MODERN B2B MARKETING
[Campaign, Multi-Touch] The Top Takeaways from Marketo Summit to Bring Back to Your Office and Implement
MARCH 14, 2013 | MODERN B2B MARKETING
[Campaign, Multi-Touch] How to Measure the ROI of Your Marketing Programs
AUGUST 21, 2012 | B2B MARKETING INSIDER
[Campaign, Multi-Touch] 4 Tips For Successful Demand Generation
MARCH 13, 2012 | HUBSPOT
[Campaign, Multi-Touch] How to Excel With the Most Underused Marketing Automation Features
OCTOBER 17, 2011 | LOOPFUSE
[Campaign, Multi-Touch] Marketing Automation Blueprint - The Ultimate "How To" Guide
MAY 18, 2011 | SALES LEAD INSIGHTS
[Campaign, Multi-Touch] Measuring and Managing Marketing ROI: An interview with Jim Lenskold
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| | LOOPFUSE
OCTOBER 17, 2011 [Campaign, Multi-Touch] Marketing Automation Blueprint - The Ultimate "How To" Guide
joined a UK technology start-up as Marketing Manager in 2009 and was immediately tasked with increasing the number of high quality leads to our sales team by 500%. When I started at Opsview the sales team was very small. Opsview’s new VP Sales wanted to drive inbound leads whilst ensuring that his team only worked on warm, inbound prospects. Tough call? Setting the scene.
| | VIEWPOINT
DECEMBER 7, 2010 [Campaign, Multi-Touch] Lead Generation Best Practices Part 5: Multiply Touches/Media/Cycles
The resources and methodologies needed to address these requirements include a smart mix of three core processes : Multi-touch : Frequency matters. From initial engagement to lead qualification and through long-term nurturing, frequent and systematic touches are essential. Multi-media : Use a smart mix of multiple media. Multi-cycle : Most prospects buy at more than six months out, so expand planned contact from over a few days to over several weeks and across multiple sales cycles. The lesson: Don’t give up too early.
| | SALES LEAD INSIGHTS
MAY 18, 2011 [Campaign, Multi-Touch] Measuring and Managing Marketing ROI: An interview with Jim Lenskold
Also keep in mind that running ROI scenarios to show the expected financial contribution from a campaign investment – even without measurements – demonstrates a level of accountability. I've heard B2B marketers say things like, “I don't control the sales process, so why should I be held responsible for the sales results of my marketing programs?” Am I right?
| | ANYTHING GOES MARKETING
MAY 17, 2009 [Campaign, Multi-Touch] Latest B2B Marketing Trends From SiriusDecisions Summit 09
At some point I would like to come back to each category and focus on them specifically but for now, here is some organized Twitter talk for y’all – enjoy it: Sales and Marketing Alignment jblock : Only 32% of sales and marketing orgs work together to define programs for existing customers. Process drives productivity - start with process then implement technology.
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LEADSLOTH | TUESDAY, JANUARY 12, 2010 [Campaign, Multi-Touch] Marketing Automation Trends for 2010
Sales & marketing alignment. 4) Marketing is getting more of a science: creative marketers need to acquire new skills and more people with an analytical background need to enter the profession (5) Data quality is somewhat boring, but it is a prerequisite for effective marketing automation and (6) sales and marketing need act as one team to give buyers the best possible buying experience. The vast majority of leads generated on a website never have a meaningful conversation with a sales rep. Better align sales and marketing to empower sales to close faster. MORE >>
MODERN B2B MARKETING | THURSDAY, MARCH 14, 2013 [Campaign, Multi-Touch] How to Measure the ROI of Your Marketing Programs
Multiple touches. Proverbial marketing wisdom says at least seven touches are needed in order to convert a cold lead into a sale. Whether or not this is the correct number, the principle conveys an element of truth: every marketer knows it takes multiple touches to create a customer. This fact makes it difficult to allocate revenue to any specific touch. In many cases, factors outside Marketing’s control can significantly impact program results – from macro-economic trends, to the weather, to the quality of the sales reps. First Touch. Sales. MORE >>
HUBSPOT | TUESDAY, MARCH 13, 2012 [Campaign, Multi-Touch] How to Excel With the Most Underused Marketing Automation Features
Lead nurturing is a fantastic way to continue moving your leads through the sales and marketing funnel. According to DemandGen Report , nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. There are a million and one different ways a lead can move through your sales and marketing funnel. If you try to create a customized nurturing campaign for each, you will be quickly overwhelmed by all the options. You don't need to craft enough nurturing emails to get through a six month sales cycle. Lead Nurturing. MORE >>
MODERN B2B MARKETING | MONDAY, APRIL 15, 2013 [Campaign, Multi-Touch] The Top Takeaways from Marketo Summit to Bring Back to Your Office and Implement
As a CMO, I’m not necessarily hands-on with marketing automation, but I went to the Summit to optimize my plan for content marketing and sales and marketing alignment. There’s no perfect answer for sales and marketing alignment – it’s about disciplined communication [Tweet This]. As a CMO who has seen the worst of sales and marketing friction and is building a start-up software company and partnering with a great new VP of sales, I was keen to brush up on helpful techniques for my upcoming marketing automation roll-out to sales. MORE >>
INDUSTRIAL MARKETING TODAY | FRIDAY, MAY 14, 2010 [Campaign, Multi-Touch] 7 Strategies for Using Content to Market Industrial Products
Here are seven content marketing strategies that you can use to engage your prospects and move them forward in their buying cycle. Once they find the correct part number, offer datasheets with performance characteristics, applications and tolerance information, include a way for the visitor to send a quick question to your engineering department and if applicable, add a “buy now” button to take advantage of online sales. The best example of an expertise blog that I know of is the Emerson Process Experts blog moderated by Jim Cahill. Share your thoughts by leaving a comment. MORE >>
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