Exo B2B

JUNE 26, 2023

You’ve probably heard a lot about B2B content marketing. According to the Content Marketing Institute’s 13th annual study (2023), 71% of B2B content marketers say B2B content marketing is more important than it was last year. Yet you should be aware that quality content marketing performs better.

Marketing AI 52

Marketing AI B2B Marketing Optimization Content Marketing 52

FunnelEnvy

MARCH 18, 2024

For example, if your buyer persona is a “Cost-Conscious CFO,” your email content could highlight features that demonstrate cost savings and ROI, like reduced subscription costs or improved lead generation efficiency. Then, you can personalize the experience by providing relevant content and resources at every touchpoint.

Buyer Personas 57

Buyer Personas Marketing AI Ideal Customer Profiles Webinar Metrics 57

6sense

APRIL 13, 2016

“When Gartner first wrote about predictive lead scoring in August 2014, the practice was still in its early stages.” In their March Tech Go-to-Market report, Gartner notes that “predictive lead scoring is now a “must have” for B2B technology marketing leaders with high volumes of leads from inbound channels and events.”

Lead Ranking 48

Lead Ranking Gartner Marketing Qualified Leads Marketing Report 48

Martech

JUNE 28, 2022

According to Gartner, more than two-thirds of the buying process is complete before buyers engage directly with a brand rep. The teams are pushing out random campaigns in a world where prospects and buyers already know what’s coming when they download a white paper or attend a webinar. We know the facts.

Marketing Automation Services 103

Marketing Automation Services Work Management Marketing Analytics Tools Marketing Attribution 103

Martech

NOVEMBER 11, 2021

Director of Platform Product Marketing at ON24, while speaking at our recent MarTech conference, pointed to a Gartner report that found B2B buyers spend just 17% of their entire purchase journey with sales representatives. The more content they’re engaged with, the more likely they are to buy, and that increases their engagement score.”

Webinar Metrics 115

Webinar Metrics Classified Ads Lead Scoring Lead Ranking 115

Vision Edge Marketing

APRIL 19, 2018

Investment in Marketing Technology (Martech) remains strong based on the Gartner CMO 2017-2018 spend survey which found that Marketing leaders are allocating 22% of their expense budget to martech. Content is King. Despite the investment, many marketers struggle with making the most out of martech.

Marketing Automation Services 193

Marketing Automation Services Allocation Planning Budget Programs 193

ClearVoice

NOVEMBER 1, 2022

It’s not as simple as creating content, posting it on your blog or website, and waiting for the leads to come in. To do this, you must create content that aligns with every stage of the buyer’s journey —from awareness to purchase. Why you need to map your content to the buyer’s journey.

Buy 59

Buy Process Webinar Metrics Marketing & Strategy 59

NuSpark Consulting

SEPTEMBER 7, 2016

As Gartner reported in Flipping to Digital Leadership: The 2015 CIO Agenda , digitalization has become the muscle that transforms businesses. Gartner forecasts that IT budgets will remain flat in 2016. He is most interested in reviews, demos, technology news and how-to content. [v] So what’s going on in the life of today’s CIO?

Sales Qualified Leads 100

Sales Qualified Leads Gartner B2B Thought Leadership Barriers 100

nDash

MAY 26, 2022

With trends changing rapidly in the digital space, identifying technologies B2B marketers should use for managing their content marketing is challenging. eBooks, guides, and white papers. Those budget line items could include content creation, social media ads, influencer marketing, and costs for marketing tools.

Work Management 52

Work Management Marketing Management Marketing Automation Services B2B Marketing 52

Marketing Insider Group

JULY 5, 2015

Is your gated content worth the relationship currency you’re asking your customers to pay? What you think is valuable content may be considered worthless to the customer on their buying journey! Do your customers value your content marketing enough to provide their contact information, email address or social sign-in credentials?

B2B Thought Leadership 100

B2B Thought Leadership Landing Pages Content Gartner 100

B2B Marketing Directions

JUNE 18, 2023

Here's a proven way to make your survey-based content more credible to potential buyers. Real thought leadership content must provide novel insights that are supported by authoritative evidence. Marketers can benefit from using a similar checklist both as producers and consumers of survey-based content. com via Flickr (CC).

Customer Surveys 52

Customer Surveys B2B Thought Leadership Sample Thought Leadership 52

Navigate the Channel

DECEMBER 14, 2017

Content marketing is here to stay. According to a report by Smart Insights , content marketing was rated the most valuable technique for increasing incremental sales throughout 2017—and it shows no signs of stopping anytime soon. Here are some key content marketing trends to focus on for 2018: 1. Brand Transparency is Essential.

Content Marketing 62

Content Marketing Peer-to-peer Transparency Paid Search Agency 62

ANNUITAS

APRIL 20, 2020

“Content is king” is a phrase that’s dominated the marketing world for years now, and for good reason. Content works. But it’s also a lot of work , and if you’re producing content without any sense of how well it is or isn’t performing relative to your demand marketing, then you’re potentially wasting a lot of time, energy, and money.

Elasticity 147

Elasticity Effectiveness Marketing Budget Top of Funnel 147

nDash

DECEMBER 14, 2020

My job as a B2B SaaS & enterprise software content strategist is to wrangle brands into champions in the eyes of their audience—and my approach has worked. I believe my team outperformed all others at Gartner Digital Markets at Capterra because they were encouraged to stay curious, test new ideas, reflect, and iterate.

Marketing Budget 52

Marketing Budget Budget Programs Enterprise Management Marketing Budget Creation 52

Thinkers360

FEBRUARY 28, 2024

Active and engaged: Identify individuals who actively publish content, participate in industry discussions, and maintain a strong online presence. Provide Valuable Content and Resources: Analysts and influencers are inundated with information. This is an excellent way to get to know the analysts covering your space.

Enterprise Management 52

Enterprise Management Work Management Marketing Management B2B Thought Leadership 52

Heinz Marketing

MAY 29, 2023

Matt: People probably don’t know your background– you’ve spent years at CBE which became Gartner and then years at Challenger and are now running The Brooks Group. Spencer: Well, it’s interesting, because we spent a long time, we did this work at CBE, we did a Challenger Gartner looking at buyer behavior.

Ideal Customer Profiles 102

Ideal Customer Profiles Enterprise Management Gartner B2B Sales 102

Valasys

JANUARY 17, 2020

According to Gartner, Customer Experience Management (CEM) is the practice of designing & reacting to customer interactions to meet or exceed their expectations, leading to greater customer satisfaction, loyalty & advocacy. Read more: 5 Essentials of Dynamic Content for Smarter B2B Marketing.

B2B Marketing 64

B2B Marketing Marketing AI Marketing Management B2B 64

Navigate the Channel

JUNE 17, 2022

This allows you to create content that is highly relevant to this buyer right now, and relevance equals results in marketing. Build an SEO strategy that optimizes your content’s relevance at each stage of the buyers journey – and thus its effectiveness in B2B marketing. Before you create content, content needs a home.

SEO 65

SEO Effectiveness Marketing & Strategy Buyer's Journey 65

FunnelEnvy

DECEMBER 26, 2022

Other data shows meetings with potential suppliers now represent a relatively small portion of the B2B purchasing process: Gartner research says B2B buyers spend only 17% of the purchasing process on meetings with potential vendors. . More people involved in buying creates a greater demand for personalized content throughout your funnel. .

Top of Funnel 76

Top of Funnel Marketing Automation Services Optimization Generation 76

Webbiquity

JUNE 16, 2015

Content marketing is now ubiquitous, with 93% of all marketers saying they do content marketing (it’s not clear what the other 7% are doing). But with so much content being produced, distributed and shared, how do you make your efforts stand out and grab the attention of your prospects? And use video. Want to know more?

Stats 100

Stats Content Marketing Enterprise Management Paid Search Agency 100

Content Standard

MAY 5, 2021

As the demand for high-quality content increases, marketers are increasingly working with freelance writers who can offer both greater flexibility and deeper expertise. Because to me, with content marketing, it’s all about the audience. Those goals are easier to accomplish when they’re reflected organically in the content.

SME 111

SME Case Studies Paid Search Agency Intent 111

Madison Logic

JULY 20, 2023

According to Gartner, a typical buying committee for a complex B2B solution consists of six to ten decision-makers , each armed with their own set of four or five independently gathered pieces of information. The goal is that when the buying group sits down to decide, every member has what they need with content from that brand.

Buy 52

Buy Top of Funnel Account Based Marketing Multi-Channel 52

NetLine

MARCH 6, 2024

Gartner reminds us that marketers shouldn’t be developing an ICP just for the fun of it : “ICP development is not an academic exercise. An account that is consistently engaging with your content is more likely to convert than one that only shows interest once. It is a plan for action. This, too, is an opportunity.

Ideal Customer Profiles 52

Ideal Customer Profiles Intent Data Buyer Need Intent 52

Porch Group Media

MARCH 16, 2021

48% of brands created new content for customers, and 45% diversified the digital channels they use to interact. A Gartner CMO study found that 68% of CMOs intend to increase spending on martech, and digital initiatives are expected to account for 80% of multi-channel budgets.

Statistics 59

Statistics Ideal Customer Profiles Marketing Automation Services Multi-Channel 59

Martech

DECEMBER 8, 2021

” Data from Gartner suggests that 17% of time in the buying cycle is now spent with a salesperson — representing, said Cavanaugh “a massive decrease.” This customer acquisition strategy focuses on delivering promotions — advertising, direct mail, content syndication, etc. — to targeted accounts.

Account Based Marketing 69

Account Based Marketing Buy Process Marketing Automation Services 69

Onalytica B2B

JANUARY 8, 2019

I have worked with over 200 companies providing strategy and implementation services for marketing technology, predictable pipeline strategy, content marketing, sales enablement, and performance management. Our survey data from Heinz Marketing and other sources like Gartner and the CMO Council confirms this.

Marketing Budget 108

Marketing Budget Budget Programs Demand Generation Agencies Work Management 108

Modern B2B

OCTOBER 11, 2019

Getting the content right. According to Gartner, when B2B buyers consider a purchase they spend only 17% of their time meeting with potential suppliers , and 5% with only one sales rep. In fact, 94% of buyers said they consume multiple pieces of content from businesses that they ended up working with. Shock horror!

Top of Funnel 45

Top of Funnel B2B Gartner Digital Marketing Funnels 45

Ambal's Amusings

OCTOBER 23, 2009

It’s a big world out there in the content-marketing/social media/B2B blogosphere, so we would like to save your time by rounding up the best posts and articles of the week. Joe Pullizzi has posted an article that highlights the budgeting issues of content publishing. How to Craft an Effective Corporate White Paper Strategy.

Case Study 100

Case Study Case Studies Gartner Paper 100

Heinz Marketing

MAY 29, 2023

Matt: People probably don’t know your background– you’ve spent years at CBE which became Gartner and then years at Challenger and are now running The Brooks Group. Spencer: Well, it’s interesting, because we spent a long time, we did this work at CBE, we did a Challenger Gartner looking at buyer behavior.

Ideal Customer Profiles 59

Ideal Customer Profiles Enterprise Management Gartner B2B Sales 59

Golden Spiral

APRIL 18, 2019

official publication of AHIMA featuring multiple articles published daily, white papers, and resources for patients and caregivers. In addition to publishing ongoing editorial content, the publication oversees the following educational resources: Digital Banking Report. HIM Body of Knowledge TM. Journal of AHIMA. Virtual Lab.

Work Management 102

Work Management Marketing Management Research Organization 102

Heinz Marketing

MAY 29, 2023

Matt: People probably don’t know your background– you’ve spent years at CBE which became Gartner and then years at Challenger and are now running The Brooks Group. Spencer: Well, it’s interesting, because we spent a long time, we did this work at CBE, we did a Challenger Gartner looking at buyer behavior.

Ideal Customer Profiles 52

Ideal Customer Profiles Enterprise Management Gartner B2B Sales 52

Exo B2B

SEPTEMBER 19, 2017

You’ve heard a lot about B2B content marketing. Oh, and why not do an overhaul of company culture while you’re at it, turning internal experts into regular content contributors. It’s likely where you are at today, and it certainly doesn’ t make B2B content marketing any easier. Optimize what you already have.

Bandwidth 45

Bandwidth Budget Programs B2B Marketing Content Marketing 45

SnapApp

FEBRUARY 14, 2017

With more than 90% of B2B marketers using content marketing as part of a larger inbound strategy, today’s marketing teams are finding that audiences are nearing a saturation point in regard to the amount of static content being sent their way. Why should we use interactive content and marketing automation?

Interactive Marketing 48

Interactive Marketing Marketing Automation Automation Content Marketing 48

Madison Logic

AUGUST 31, 2023

Gartner research suggests sales reps only have 5% of a buyer’s time during their B2B buying journey, so it’s up to marketers to arm buying groups with all the information needed to make an informed decision. Your content becomes a guide for your buyers, and you deliver the same messaging and value propositions across each channel.

Multi-Channel 52

Multi-Channel Account Based Marketing Advertising Channels ABM 52

Hubspot

APRIL 5, 2017

Basedon on a recent Gartner CMO Spend Survey , marketing budgets now account for 12% of company revenue, a steady increase from 2010. Returning to the Gartner survey, the role of marketing has changed dramatically over the course of a few short years. When it comes to marketing, small businesses need a lot of bang for their buck.

Small Business Marketing 70

Small Business Marketing Paid Search Agency Lead Ranking Advertising Agencies 70

DealSignal

NOVEMBER 9, 2022

Table of Contents What is Lead Enrichment? Different assets and campaigns generate leads in different ways – think of all the differences between download forms for white papers and reports vs. registration forms for webinars and workshops. Continue reading to learn more about this process. Why Enrich Leads? Verify data.

Ideal Customer Profiles 52

Ideal Customer Profiles Lead Scoring Lead Ranking Sales Qualified Leads 52

The ROI Guy

FEBRUARY 15, 2011

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. Tom then served Gartner as a Managing VP.

ROI 40

ROI Social Media Marketing Budget Budget Programs 40