Remove CMO Remove Forrester Remove Marketing Remove White Paper

Trending Sources

Dear CMO, Part 1: Why Your Content Misses the Mark

Act-On

We recently asked a group of enterprise B2B CMOs a simple question: How do you rate the effectiveness of your content marketing efforts in securing business for your company? This is where the discussion got interesting and holds lessons for all marketers regardless of where they serve. In our experience, good marketing teams are filled with tremendously creative and talented people.

CMO 84

Survival of the Fittest: Adapt or Perish, a white paper by Forrester Research

Modern B2B Marketing

by Katie Byrnes The Forrester paper, the CMO Mandate: Adapt or Perish , truly embraces the idea of survival of the fittest. Forrester defines Adaptive Brand Marketing as a flexible approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity. Identify weak links.

CMO 8

The Case For Digital Integrated Marketing

Marketing Action

Today online marketing includes email, websites, social media (in all its many splendors), webinars, search engine optimization, pay-per-click ads, website visitor tracking, and a host of other activities and channels. All are critical tactics in the marketer’s tool chest, helping you find and engage with prospects, drive revenue, and extend your brand. There are also headaches.

Case 28

Forrester finds b2b marketers lagging with demand generation

Fearless Competitor

From BtoB Magazine Marketers Lagging in Demand Generation. Jeff Ernst, Principal Analyst, Forrester Research. B2B marketers are doing a poor job with demand- and lead-generation programs, according to a new study from Forrester Research. The report, “The State of B2B Demand Generation: Disjointed,” was based on an online survey of 266 marketing and sales executives conducted in May 2011. It found that 44% of marketers said prospects view communications from their companies as “disjointed” or “hit and miss.”. Paul Dunay, Buzz Marketing for Technology.

Seven Expert Social PR Guides and Tips

Webbiquity

Public relations (PR) or media relations has long been treated as its own world, separate from marketing. But as the world has shifted from marketing brochures and printed trade publications to everything online, the connections between PR and marketing have become more apparent; that white paper may be a lead generation asset, but it can also be used to pitch a bylined article.

PR 62

87 New (Really) Marketing Automation Stats

Marketing Action

Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. You can find it in the Q2 2011 Forrester Wave™ report.). So we set off to uncover the most recent marketing stats. Share only those with specific relevance to the business benefits of marketing automation.

Stats 44

Top 3 Challenges in Reaching the BIG Small Business Market

Radius

Over the past few weeks, we have partnered with the CMO Council to host a series of dinners with marketing leaders in locations throughout the U.S. We were recently in Seattle, home to a number of big technology and telecommunications companies, and were delighted to have marketing executives share their time as well as their thoughts concerning business challenges with us.

Do you deliver more Customer Bottom-line Impact than the Competition?

Tom Pisello

visionary CMO presenting to other leading marketers recently asked the question: "Do you deliver more customer bottom-line impact than the competition?" Kieth Piques, author and CMO, presenting at the Business Marketing Associations Engage conference, answering yes to this question is the foremost driver of future growth and the best measure of success. According to D.

The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)

ViewPoint

It's a critical component in the sales and marketing process; yet, most companies aren't implementing it effectively—that is, if they are at all. Brian Carroll , Executive Director, Revenue Optimization at MECLABS shared some very compelling statistics in his response: There are three types of lead nurturing programs that every marketer should take full advantage of: 1. The impact?

The Aprimo Marketing Summit 2011

Fearless Competitor

The President of Find New Customers , a lead generation company , just returned from the Aprimo Marketing Summit in Florida, where I was host of the B2B track. We also had some superb keynotes, including a hilarious Jeffrey Hayzlett , Celebrity CMO. Please note the the Aprimo Marketing Summit 2012 will be held in Las Vegas. Lots of fun, great people and superb speakers.

Media 24

70 New (Really) Marketing Automation Stats

Marketing Action

Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. You can find it in the Q2 2011 Forrester Wave™ report.). So we set off to uncover the most recent marketing stats. Share only those with specific relevance to the business benefits of marketing automation.

Stats 18

Thought Leadership Interview #8 – Brian Kardon, CMO of Eloqua

Fearless Competitor

I’m pleased to bring you a series of interviews with thought leaders in B2B Sales and Marketing. This This time we interviewed a great marketing expert, Brian Kardon, Chief Marketing Officer of Eloqua. Jim Dickey said it is like raising the high jump bar, when we could not clear the last height.  As a marketing expert, Brian, what are you observing in B2B sales?

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. To help you find the good stuff, we recently put together a new site with B2B marketing tools and resources that collects a whopping 64 eBooks, whitepapers, webinars, podcasts and blog posts to help you learn all these best practices and more. Best Practices for Lead Nurturing — Blind Date to White Wedding (white paper).

Tom Pisello: The ROI Guy: “Information Overload” Biggest Change.

Tom Pisello

Tuesday, June 22, 2010 “Information Overload&# Biggest Change Agent for Marketing in Next Decade? In a recent article on the 10th anniversary of B2B magazine, marketing leaders were asked to look back on the past 10 years and reflect on the biggest changes in B2B marketing. Its no longer good enough to have a one size fits all approach to white paper content.

CMO 1

Does your B2B Marketing have Consistent Messages?

Connect the Docs

B2B Marketing has become multi-faceted in this digital era. We asked our panel of B2B marketing experts " How can companies maintain branding and messaging consistency across various marketing vehicles that they use? For example, how can trade show marketing strategy be consistent with blogging and other social media strategy? Marketo's Modern B2B Marketing.

How does Time affect Marketing Accountability?

Modern B2B Marketing

While top marketers understand that proving marketing’s impact on revenue is essential to transforming marketing into a revenue driver and an accountable part of the revenue team, only 20% of companies say they excel at measuring the business performance of marketing initiatives. CMO Council: Marketing Outlook 2008.). Where is the disconnect?

B2B Content Marketing - Less is the New More?

Connect the Docs

We asked our panel of B2B marketing experts " What do you recommend to marketers that create and market content? What kind of content is most useful in each phase of the B2B marketing cycle? Blog Marketing Interactions Twitter Ardath421. Ardath Albee is a B2B Marketing Strategist. Feature the white paper on your website and as an email offer.

ClickInsights: Biggest roadblock to converting marketing leads

Connect the Docs

One of the goals of marketing is to generate leads. We have invited B2B Experts to shed light on the following question: " What is the biggest roadblock to converting marketing leads into the sales pipeline? How do marketers overcome this roadblock? Blog Marketing Interactions Twitter Ardath421. Ardath Albee is a B2B Marketing Strategist. Ardath Albee. Blogs.

How to measure ROI on creating and marketing content?

Connect the Docs

Measuring ROI on content marketing is not straightforward; that is why most firms put measurement on the back burner. We asked our panel of B2B marketing experts "How can B2B marketers measure return on investment (leads generated, market awareness etc) for the money/effort spent on creating and marketing content? Ardath Albee is a B2B Marketing Strategist.

The Content Marketing Question: To Gate or Not To Gate?

Connect the Docs

How should marketers leverage content? We asked B2B Marketing experts: " How should B2B marketers balance the need for free content (helpful for prospects decision making) Vs. the need to have content that produces a steady flow of good leads (that can directed to sales team)? Blog Marketing Interactions Twitter Ardath421. Ardath Albee is a B2B Marketing Strategist.

How should B2B content differ for Business and Technical Decision Maker?

Connect the Docs

B2B Marketing Content falls under 2 broad category - 1. We asked B2B Marketing Experts the following question - "How should content that is addressed to a Technical Decision Maker be different from content that is addressed to a Business Decision Maker? Blog Marketing Interactions Twitter Ardath421. Ardath Albee is a B2B Marketing Strategist. Marketing Edge podcast.

Lack of ROI Measures Threatens Marketing Budgets

Tom Pisello

Wednesday, August 04, 2010 Lack of ROI Measures Threatens Marketing Budgets According to an article by eMarketer, “Is the Click Still King?&# , marketers are still having a hard time connecting their investments to tangible bottom-line impact. The lack of quantifiable ROI means that Marketers will struggle for their fair share of the budget. Do White Papers Still Engage?

How to put the "Viral" in B2B Marketing Viral Campaigns?

Connect the Docs

Does viral work for B2B marketing? We asked B2B Marketing experts: What are the components of a "good" viral B2B Marketing Campaign? Blog Marketing Interactions Twitter Ardath421. "B2B Marketing Campaigns Need Results Beyond Views" Ardath Albee's Bio. Ardath Albee is a B2B Marketing Strategist. Does viral work for B2B marketing?

Marketing Budgets on The Rise. Sign of Economic Recovery, or Head.

Tom Pisello

Thursday, September 16, 2010 Marketing Budgets on The Rise. In perhaps a great sign that the economy may be in better shape than many are realizing, Duke’s Fuqua School of Business bi-annual marketing spending report reveals that marketing budgets are back on the rise. Content Marketing and the Forgotten Sales Professi. How Do You Get Started in Content Marketing?

ClickInsights: What ROI metric should B2B marketers use in this digital marketing era?

Connect the Docs

What types of metrics do B2B marketers need to measure a marketing campaign's success? Read these interesting blog posts on B2B marketing ROI: Kevin Joyce's Untangling B2B Marketing Campaigns ROI , Jon Miller's Improving B2B Marketing ROI: Thought Leadership With Merry Elrick , Tom Scearce's Three metrics that are more useful than Cost per Lead. Blogs. Books.

ClickInsights: How to make marketing messages memorable?

Connect the Docs

Which marketing slogan or jingle can you hear in your ear? Which marketing logo or picture appears before your mind's eye? Why do we remember only some marketing messages over others? What are characteristics of a memorable marketing message? Define one or more (no more than 3) characteristics of a memorable marketing message. Marketo's Modern B2B Marketing.

Does 'Being Findable' mean 'Being Everywhere'?

Connect the Docs

"Being findable" is very important in marketing today. However, "Being Findable" doesn't mean "Being everywhere" We asked B2B Marketing experts: What does "Being Findable" mean in today's digital age? Should marketers spread budget across time period and channels or one or two big programs? Blog Marketing Interactions Twitter Ardath421.

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. Recommended Resources from B2B Marketing Experts. Forrester Blog for Interactive Marketing Professionals. Ardath Albee's blog Marketing Interactions. Mac McIntosh's Sales Lead Insights: A B2B marketing Blog. Blogs. Books. Others.

Measuring impact of social media

Fearless Competitor

Some very interesting data from Laura Ramos of Forrester Research.    It seems that marketers are not practicing what they preach.  I invite you to read Laura’s entire presentation, but here’s a quick snapshot. 569 B2B marketers answered the question “What are your top five B2B marketing challenges?&# (Multiple answers were allowed.). Measuring marketing results (53%). Account for marketing’s contribution to revenue (26% agree strongly; 46% agree somewhat and 28% disagree). Tags: Marketing Uncategorized lead generation

Thought Leadership Interview #9 – Craig Rosenberg, the Funnelholic

Fearless Competitor

I’m pleased to bring you a series of interviews with thought leaders in B2B Sales and Marketing. This time we interviewed a sharp guy in marketing — Craig Rosenberg of Focus.com , but better known as the Funnelholic. From the marketing side, I’ve seen steady or increasing budgets for lead generation, content marketing, and social media. Sales 2.0

ClickInsights: What was your "Aha" moment in 2009? - Part 2

Connect the Docs

have invited our Panel of B2B Marketing Experts to reflect on 2009 and answer the following question: What was your aha moment in 2009 ? Recommended Resources from B2B Marketing Experts. Forrester Blog for Interactive Marketing Professionals. Ardath Albee's blog Marketing Interactions. Mac McIntosh's Sales Lead Insights: A B2B marketing Blog. Blogs. Books.

CMOs: Wield Powers of Influence to Gain a Seat at the Executive Table

ViewPoint

Stephanie Tilton is a content-marketing consultant who helps B2B companies craft content that engages prospects and customers, nurtures leads and advances the buying cycle. She has produced hundreds of white papers, case studies and eBooks for a range of organizations, including some of the world's leading technology companies. Champion Content Marketing. Chapman.

Technology Sales & Marketing - Party Like its 1999?

The ROI Guy

Technology Sales & Marketing - Party Like its 1999? A Q&A with me on latest IT sales and marketing metrics, trends and best practices Is 2006 shaping up to be a good year for IT spending growth? Do the latest increases in IT spending mean good things for IT Sales and Marketing executives? Our partner IDC's CMO Advisory Practice projects that the global marketing budgets of IT vendors will increase by 7% on average in 2006. [1] This is the greatest year-on-year increase in spending in five years. On average, how much do IT firms spend on marketing?

Technology Sales & Marketing - Party Like its 1999?

Tom Pisello

Technology Sales & Marketing - Party Like its 1999? A Q&A with me on latest IT sales and marketing metrics, trends and best practices Is 2006 shaping up to be a good year for IT spending growth? Do the latest increases in IT spending mean good things for IT Sales and Marketing executives? Our partner IDC's CMO Advisory Practice projects that the global marketing budgets of IT vendors will increase by 7% on average in 2006. [1] This is the greatest year-on-year increase in spending in five years. On average, how much do IT firms spend on marketing?