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33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

By Rob Petersen, {grow} Community Member First, a few depressing facts: 86 percent of B2B companies say they are doing content marketing Just 38 percent say it is effective 21 perecnt are able to track a return on investment (ROI) (source: Content Marketing Institute ) Benefits from marketing and attribution of results always seem harder for B2B companies than B2C. million. million.

Are White Papers Dead?

The ROI Guy

Traditional white papers are likely the staple of your content marketing portfolio, and for good reason. According to a recent IDG survey, 84% of buyers leveraged white papers as a key resource to help them make a purchase decision. Although white papers are still a workhorse, there is a troubling fact that deserves your immediate attention.

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9 Indispensable B2B Social Media White Papers

Social Media B2B

White papers and eBooks can be helpful resources when they’re well-prepared and provide usable information. Below are a list of 9 B2B white papers that have useful information for B2B social media marketers. Only one of the white papers requires registration and all were published within the past year. 1. Published by Marketo, June 2010.

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Marketo’s Definitive Guide to Lead Scoring

Fearless Competitor

This data, from a recent study on sales leads by Vorsight and The Bridge Group was appalling. That’s where lead scoring comes in and our friends at Marketo published The Definitive Guide to Lead Scoring. Marketo’s workbooks are famed for their simplicity and elegance and this an another great one. More than 50 pages of content. It’s really ugly.

5 Surefire Ways to Drive B2B Brand Awareness via Content Marketing

KoMarketing Associates

There’s no denying that content is widely considered  a critical ingredient to a successful B2B marketing recipe. However, the executive team often judges content’s success by its impact on sales, as they envision content consumption to follow a linear flow, like this: In a dream content marketing scenario, the above path would be taken 100 percent of the time. Marketo.

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

KoMarketing Associates

Since my early days of writing in grade school, one rule has remained constant: developing content with the audience in mind. Whether you’re writing about your imaginary friend in first grade or about a B2B product or service, it is critical to define the audience and then deliver the right content to that audience. The B2B content consumption stats are out there.

Content Marketing: How Companies are Doing It [Infographic]

Marketing Finger

Why do companies pursue content marketing, and how are they doing it? A new Infographic from Marketo and ColumnFive Media reflects the growing importance of content marketing, and gives us some insight into the specific tactics being used today. Here are some of the highlights: Companies with over 1,000 employees use an average of 9 content marketing tactics.

Should I Remove Offer Content from My Website During a Campaign?

The Point

A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing , is it a good idea to remove that same content asset from our main Website? I’m concerned about people bypassing the campaign and just downloading the paper from our site.”.

Is Your B2B Content Strategy Marketing Right- or Left-Brained? [Quiz]

KoMarketing Associates

As a marketing writer, I’m convinced that it takes both the creative and the logical sides in order to execute an effective content strategy. Because successful content marketing involves striking certain degree of balance between campaigns that are both inspired and results-oriented. 10)  What does content marketing success look like? a)  Reporting insights (i.e., Results.

3 Ways to Make Your Corporate Blog’s Sidebar Work Harder

The Point

If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also. Offer downloadable content. One of the most effective ways to generate blog leads is to feature downloadable contentwhite papers, case studies, analyst reports – in your sidebar, and gate that content behind registration forms. Download Now.

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The Taco Bell Content Strategy

Modern B2B Marketing

Author: Heidi Bullock We all know the saying, “there is nothing new under the sun”–this could be said for many things content related. Use this same strategy for your content marketing.  Start with a solid asset like a white paper, case study, or eBook–then get cookin’ and think outside the Bun–or in our case–book. The meme.

Marketing in a Downturn Part 2: Content, Content, Content

Modern B2B Marketing

by Liz Smyth In the second part of our Marketing in a Downturn series, we’re examining the importance of content marketing. That means creating and repurposing valuable content that reflects what your buyers and prospects are interested in, and guides them through the sales funnel at their own pace. Plan your Content. Optimize Content for Inbound Marketing.

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. CMIcontent – Content Marketing Institute – Content Marketing Institute for all things # ContentMarketing. Home of Chief Content Office Magazine and THE event Content Marketing World.

B2B Lead Generation without Lead Nurturing is Doomed to Fail

Industrial Marketing Today

Additional research from Forrester , CSO Insights , Brian Carroll and Marketo demonstrates that lead nurturing does produce measurable results as follows: Reduced the number of marketing-generated leads ignored by sales to as low as 25%. Content is what drives the lead nurturing engine. It is not just about posting a bunch of white papers, case studies, online demos and webinars on your website and hoping that someone will download and read. The Definitive Guide to Lead Nurturing from Marketo. Source: Marketing Sherpa/ KnowledgeStorm).

The Appalling State of Marketing in Florida

Fearless Competitor

Are you engaged in Content Marketing? Have you created educational materials like eBooks, White Papers, Case Studies and videos to educate buyers on how you solve their business problems? (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. Because buyers changed and hold the power today.”. Don’t worry if you get a low score. 

Create a World of Marketing Automation Through Good Content—and Imagination

Modern B2B Marketing

From time to time I speak with marketers who tell me, “We would love to get started but we don’t have enough content.”. If you wait until you have enough content, or the timing is perfect, or your CRM platform is a well-oiled machine, another year will pass and you will have missed another opportunity to enhance your company’s revenue performance.  Use your imagination. Repurpose. 

How to Create Remarkable B2B Content

Savvy B2B Marketing

With so much content online, it's getting harder to attract attention. Ideally you want to provide content that your readers find so valuable they talk about it and pass it along. If you're able to produce something entertaining, like this humorous video from Kadient or this witty interactive quiz from Marketo, great. But if not, don't worry.

Fixing the Appalling State of Marketing in Florida

Fearless Competitor

Are you engaged in Content Marketing? Have you created educational materials like eBooks, White Papers, Case Studies and videos to educate buyers on how you solve their business problems? (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. We’re fixing this problem, by bringing the Business Marketing Association to Tampa, headed by Jeff Ogden, President of Find New Customers. You can check it out here.

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Who is the Fearless Competitor?

Fearless Competitor

Highlighted as  Marketing Mogul  at Marketo – a highly selective group of top  demand generation experts. FEARLESS COMPETITOR – OUR CONTENT. Articles from Fearless Competitor have appeared in Marketing Profs, SandHill.com, TheCustomerCollective, CustomerThink, B2B Sales Lounge, SalesGiants blog, SavvyB2B, Modern B2B (Marketo), Revenue Management (Eloqua) and many others.

How Smart Lead Nurturing Can Grow Revenue

LeanData

Coveney and New-Waterson, who both are Marketo champions, described how the best lead nurturing is a combination of technology and authentic human interaction. “It’s about delivering the right content to the right people at the right time,” Coveney said. “It all comes down to the conversation being relevant.”. In deals that involve long sales cycles and have a large number of potential influencers inside a company, a steady stream of informative content needs to be shared to establish your credibility. But that doesn’t mean every company does it well. Revenue won?

Hollywood Your Content Marketing: 3 Lessons to Learn from Movie Sequels

Modern B2B Marketing

Good marketing content can do the same. Leverage the following 3 tips to Hollywood your content marketing : 1. This same approach should hold true in creating marketing content. This is why case studies continue to be successful, they: Identify common problems. The best online content can tap into this by following the same premise behind sequels: Re-purpose content/content archetypes that have worked in the past. Recycle content such as slide shows, videos and podcasts into white papers, blog posts and webinars.

64 B2B Marketing Tools and Resources

Modern B2B Marketing

There is an amazing amount of great content about B2B marketing out there, ranging from trends in demand generation to best practices in lead nurturing, lead scoring, and landing page optimization to how to buy and select marketing automation systems. Many of these are authored by the team at Marketo, but certainly not all of them. Best Practices for Lead Nurturing — Blind Date to White Wedding (white paper). white paper). Supercharge Your Demand Generation with Personalization (Marketo on-demand webinar). Lead Nurturing 101 (blog post).

Content Takes Center Stage

Connect the Docs

Why should B2B organizations commit a growing percentage of their budget to content creation? Why should you conduct content audits and create content maps to extract the most value possible from existing content assets by repurposing them in as many ways as possible? Choose two or three key themes around which to develop a comprehensive content strategy for the year.

Book Review: eMarketing Strategies for the Complex Sale

Webbiquity

Marketing automation systems—from vendors like Eloqua , Marketo , Genoo , Manticore and others—are great tools for moving prospective buyers along the path from interest to desire to action. Without a solid content strategy to support that movement through the marketing and sales cycle, all you’ve got is a nice email system. But they’re just that: tools. Digg this!

Better late than never, I hope. Sorry, Ardath.

Fearless Competitor

Recently it was brought to my attention that the Section 5 Case Study in Definitive Guide to Making Quota contains a case study on Marketo that closely matches one of my favorite marketing books, eMarketing Strategies for the Complex Sale , by Ardath Albee. made a last-minute change and by hurrying, I failed to properly credit the source of this case study. deeply regret publishing content that someone else created. Hence, this post. Sorry, Ardath.  My error. I’ll do my best to ensure it never happens again.

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. Once we understand their specific concerns, we can start creating or finding content to fit the specific need of the buyer at that stage. Two key points raised by Jon in this webinar: Ensure the content is valuable to them, and not just you. Find other content and reuse it (with permission).

16 Must-Read B2B Marketing Strategy Ebooks

Modern B2B Marketing

This B2B email marketing strategy ebook from Marketo offers insight on how to nurture leads successfully through email marketing. He discusses best practices for elements such as linking, drop down menus, content and tabs in order to improve customer experience on websites. 6. Making Your Case: Everything You and Your Colleagues Need to Write Compelling, Lead-Generating Case Studies.

Improve Lead Generation with Help from Unhappy Customers

Modern B2B Marketing

Not only can a cranky customer puncture a hole in your enthusiasm, if the point of contention isn’t resolved they can quickly move from an un-happy customer to an ex-customer. Are you leveraging white papers and webinars? Can you create a quarterly update that offers quality content for your customer? Was it your case studies and webinars? by Andrew Spoeth.

7 Tips To Get New Facebook Fans For Your B2B Business

Modern B2B Marketing

Adding video from internal and external sources such as existing customers on how products work, customer testimonials, case studies and even  from off-line events such as conferences and press conferences. 4. Find Fresh Content To Share. Adding content to the Facebook page is as important as adding content to B2B blogs and other content marketing tools.

ClickInsights: How can B2B marketers use content effectively for demand generation?

Connect the Docs

B2B marketers are producing, managing, and distributing marketing content to reach prospects and turn them into customers. We have invited B2B Experts to shed light on the following question: How to use content effectively for demand generation? Marketo's Modern B2B Marketing. Content Strategy: The Future of Marketing (via Joe Pulizzi with Christine Halvorson). Blogs.

Is Lead Nurturing Possible Without Lots of Content?

Modern B2B Marketing

Prior to the Marketo user summit I had heard a few great examples of nurturing programs being created without a lot of content, but after I shared some of these stories at the event I was approached by many others with similar stories.  How can they do this with limited content marketing assets?  You can do this by creating papers like 10 ways how X, or top 5 initiatives to X. 

A Primer on Lead Nurturing

grow - Practical Marketing Solutions

Michele is a freelance marketing writer ( [link] ) specializing in creating buyer-focused B2B marketing content, such as white papers, research reports, feature articles and case studies. I got to know who her through her contributions to the excellent blog Savvy B2B Marketing. Leads sit in a database in case you want to reach out to them at some point.

The Manufacturers’ Guide to Developing and Following Through on a Digital Marketing Plan

Fathom

As referenced in the Content Marketing Institute’s 2015 B2B Manufacturing Content Marketing Report , 30% of manufacturers feel they are successful at content marketing. However, only 20% have a documented content marketing plan. The conclusion we can draw from this is that while manufacturing marketers are investing their money in content marketing, they are not always investing their time and energy into devising a plan they can tie marketing dollars back to. Content Marketing Digital Marketing ManufacturingConsult With Professionals. Align Your Goals.

What Marketers Can Learn from Top-Performing Sales Reps

Savvy B2B Marketing

Top-performing sales reps: Understand prospects' needs and objectives Make the most of sales tools Quantify each sales activity and interaction Negotiate at every turn By studying these best practices, marketers can improve their own processes for connecting with prospects and guiding them down the path to purchase. See this post by Michele Linn for a comprehensive list.

What Marketers Can Learn from Top-Performing Sales Reps

Savvy B2B Marketing

Top-performing sales reps: Understand prospects' needs and objectives Make the most of sales tools Quantify each sales activity and interaction Negotiate at every turn By studying these best practices, marketers can improve their own processes for connecting with prospects and guiding them down the path to purchase. See this post by Michele Linn for a comprehensive list.

Lead Nurturing ROI and Content Mapping

Modern B2B Marketing

This week Marketo released the final chapter of our Definitive Guide to Lead Nurturing which focused on calculating the ROI of Lead Nurturing.   This was the perfect time for the release of this chapter, as Marketo had also just presented our webinar on lead nurturing.   Analyst at MarketingSherpa Research Group and Jon Miller, VP of Marketing at Marketo and had a section dedicated completely to ROI. number of the questions Marketo received during the webinar had to do with the topic of content mapping. 

Lead Nurturing - Achieve better marketing results in only 20 minutes a week

Modern B2B Marketing

Today Marketo released chapter one on a four part series on lead nurturing.  Blasting your entire database with a new case study. Offering content that promotes your company’s products and services and does not take into account your prospects’ interests or needs at their stage of buying. This is more than a white paper, but instead a workbook with space for you to do your own calculations to prove your own results.  . That’s a lot of information to take in at once, regardless of how well you know the topic.

Email Marketing Best Practices from MarketingProfs Virtual Event

Modern B2B Marketing

There are many ways to do this, but typically you are either sharing information about a white paper or newsletter via a Tweet or permantly posting a link up that resides in a social media page that allows someone to subscribe to your emails without ever leaving the social media site. . 3. So why is Email Segmentation important anyway? . Why should segments be developed? Loyalty.

The 6th Annual MarketingSherpa B2B Marketing Summit in San Francisco

Modern B2B Marketing

The summit kicked off with Flint McGlaughlin speaking on landing page optimization, information complimentary to the content in the MarketingExperiments Landing Page Optimization Course where marketers crowd in to hear Flint give tips for a day on how to improve their landing page conversions.  His content was more than a marketing best practice session, it was a challenge to go back and improve on what you are doing, making your work more successful for you and your company.  Make sure I get the most out of my content, since it’s expensive to create. 

Top 60 B2B Marketing Posts and Hottest Topics November 2010

B2B Marketing Zone Posts

Really great content around B2B Marketing again this month.  Here’s what the social signals said was the best content and the hottest topics. Buyers Set the Pace for B2B eMarketing - Marketing Interactions , November 16, 2010 The ability to instantly publish content, send email, and Tweet give the impression that speed is a marketer’s friend. But, just because we can push content out more rapidly than ever, doesn’t mean that your buyer’s pace for making a purchase decision will match your stride. First off, how do you define content marketing?