Modern B2B

OCTOBER 20, 2023

Looking inward to fix problems is a minefield, let alone addressing the customer growth opportunity at the same time (think ABM and cross-sell analysis to get a head start here). Focus on the customer and their experience, whilst figuring out what’s happening under the hood and skill up teams to think customer-first.

Forrester 52

Forrester Cost per Acquisition Cross-Selling B2B 52

Hubspot

MAY 19, 2020

After a year or two has passed, it’s common for buyer requirements and product capabilities to grow and change. Upsell, cross-sell, or renewal : As most sales reps can attest, it’s often easier to sell more to an existing customer than to close an entirely new customer. We’ll go into more detail on this approach below.

Ideal Customer Profiles 78

Ideal Customer Profiles Account Based Marketing ABM Enterprise Management 78

Oktopost

FEBRUARY 24, 2022

While some B2B brands are still committed to more traditional sales methods, social selling can be even more efficient. In this article, we’ll take a look at the process of social selling and how it can help B2B companies generate more leads (and ultimately more revenue). What Is Social Selling? What Is the Social Selling Index?

Peer-to-peer 171

Peer-to-peer B2B Thought Leadership Branding Brand Identity 171

NuSpark Consulting

APRIL 29, 2017

This will provide you with a starting point for building an account-based marketing program: Define the ideal customer profile (ICP) for your specific product or service, based on criteria such as company size and location, industry and needs. Successful marketing isn’t about selling, it’s about serving. 3: Develop a Value Proposition.

Account Based Marketing 159

Account Based Marketing Ideal Customer Profiles Budget Programs Enterprise Management 159

Parse.ly

AUGUST 12, 2020

Before you can understand shadow traffic , you need to understand how web, content, and product analytics tools work. Many sites would have ten or twenty different ad networks installed on their sites, and sometimes ad networks would deploy other ad networks through a “cascade” of adtech vendors. Want Parse.ly

Traffic 135

Traffic Work Management Marketing Management Privacy 135

Engagio

APRIL 13, 2020

Engagio makes it easy to utilize intent data because we have a native integration with Bombora, and we also allow for CSV uploads from other intent data vendors. For instance, maybe they’re researching products and solutions like yours, but they haven’t visited your website, filled out a form, or spoken to an SDR yet.

Intent Data 127

Intent Data Intent Multi-Touch Attribution Bombora 127

Martech Advisor

NOVEMBER 15, 2019

The recent Sales Tech Benchmark survey revealed much about usage and growth trends, and we’ve compiled the ten most notable points in this report, specially curated from a chat between Nancy Nardin from Smart Selling Tools and MarTech Advisor editor-in-chief Chitra Iyer. How to close, how to up/cross-sell & renew.

Top of Funnel 82

Top of Funnel Enterprise Management Trends Marketing Management 82

Marketing Insider Group

NOVEMBER 18, 2020

Cross-reference your competitors’ SWOTs against your company’s own analysis to uncover the whitespace—areas where the market is severely lacking or strengths that only your company brings to the table. For other marketers, they feel senior management needs to focus more on customer insights rather than just on products and pricing.

Resource Management 360

Resource Management Demand Generation Agencies CMS Development Work Management 360

DiscoverOrg

JANUARY 29, 2019

Many companies don’t have an opportunity to sell into an account at all unless a specific technology is present. For example, you wouldn’t want to target a company using Oracle products if you’re in SAP consulting. Discover companies with a level of maturity that fits your product, and seriously boost win rate.

Ideal Customer Profiles 205

Ideal Customer Profiles Enterprise Management Marketing Automation Services Work Management 205

Hubspot

JULY 7, 2019

If the answer is “Yes,” chances are you understand your customers want partners, not vendors. By using a strategic account plan to target your top key accounts , you can align your focus to become your customer’s trusted partner, solving problems instead of selling products. Does the company have the right ones for my product?

Template 78

Template Work Management Planning Marketing Management 78

Customer Experience Matrix

MAY 21, 2012

Experian Marketing Services yesterday announced its acquisition of marketing automation vendor Conversen. But while Entiera was selling directly to marketers, Conversen's clients were mostly marketing agencies who offered it to their own customers. That’s a respectable installed base for this type of product.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Advertising Agencies Marketing Automation 120

Sprout Social

MAY 25, 2022

Social interactions are a given for folks doing their homework on a product, right? The growth of social selling speaks for itself. Fact: 90% of marketers say data from social enables them to differentiate their brands in the market and stand out from their peers. This rings true for B2B and B2C alike.

Work Management 111

Work Management Marketing Management Paid Search Agency Peer-to-peer 111

ANNUITAS

NOVEMBER 3, 2016

Given that buyers’ accessibility to research and planning content has led to slightly longer purchasing cycles ( buyers are 57% through purchase decision before engaging with a vendor according to CEB ) it is no wonder that a long-term program-lead strategy is more effective than a predefined set of campaigns. The Serialist-.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

NOVEMBER 3, 2016

Given that buyers’ accessibility to research and planning content has led to slightly longer purchasing cycles ( buyers are 57% through purchase decision before engaging with a vendor according to CEB ) it is no wonder that a long-term program-lead strategy is more effective than a predefined set of campaigns. The Serialist-.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

ANNUITAS

NOVEMBER 3, 2016

Given that buyers’ accessibility to research and planning content has led to slightly longer purchasing cycles ( buyers are 57% through purchase decision before engaging with a vendor according to CEB ) it is no wonder that a long-term program-lead strategy is more effective than a predefined set of campaigns. The Serialist-.

Enterprise Management 100

Enterprise Management B2B Marketing Campaigns Work Management 100

LeanData

OCTOBER 5, 2021

Hybrid/virtual selling is an accelerant. Rosenberg is seeing the steady evolution of GTM tech moving from a wide set of categories to a narrow list of vendors with wide portfolios or capabilities developing into “alpha platforms.” It’s also important to differentiate between a technology drought and drowning in technology.

Marketing Analytics Tools 92

Marketing Analytics Tools Top of Funnel Lead Ranking Digital Marketing Funnels 92

Seismic

SEPTEMBER 8, 2019

The B2B selling space is evolving, funnel dynamics are shifting, and buyers are becoming better informed. Perhaps the most significant changes are the shift in the balance of power in the B2B purchase process, from the vendor to the buyer, and the changing expectations that prospects have of sales reps and the sales experience.

Sales Management 45

Sales Management B2B Sales Top of Funnel Work Management 45

Engagio

APRIL 13, 2020

Engagio makes it easy to utilize intent data because we have a native integration with Bombora, and we also allow for CSV uploads from other intent data vendors. For instance, maybe they’re researching products and solutions like yours, but they haven’t visited your website, filled out a form, or spoken to an SDR yet.

Intent Data 62

Intent Data Intent Multi-Touch Attribution Bombora 62

The ROI Guy

JULY 9, 2018

The survey emphasizes several other troubling buyer perceptions: Less than a quarter ( 23% ) of buyers selected vendor salespeople as a top three resource to solve business problems. And the key to success is NOT to push products (ideally never!) Most buyers ( 58% ) saw little difference among sellers, and 10.4%

Business 53

Business Peer-to-peer Differentiation Case Studies 53

Mereo

JULY 29, 2021

We complemented our online research with 15 in-depth buyer and seller interviews focused on C-level executives that procure and sell software, as well as product management and sales executives of software providers — representing the spectrum from SMB to enterprise companies. Simplifies scaling as the business requires. Reduce Churn.

Enterprise Management 60

Enterprise Management Pricing Price Marketing Management 60

TrustRadius Marketing

OCTOBER 3, 2022

But as B2B marketers face a seemingly endless supply of vendors and solutions, many struggle to understand the intent data trend or its importance. Generally speaking, intent data is a behavioral data set that indicates when a buyer is in the market for a specific product or service. What is intent data? Understand your target market.

Intent Data 52

Intent Data Top of Funnel Intent Work Management 52

Valasys

JULY 1, 2021

Integrating the B2B marketing automation solutions with all the technology vendors. B2B marketing automation solutions assist in making your team more productive. past browsing & buying histories and links clicked on in the email), and also based on cross-channel behaviors (e.g., b) Assistance With Lead Nurturing.

Enterprise Management 52

Enterprise Management Marketing Management Marketing Automation Services Marketing Automation 52

Versium

AUGUST 14, 2018

When those attributes are matched to an enterprise’s internal data and used in Versium’s machine learning models, clients improve customer acquisition, retention and cross-sell and upsell marketing activities, the company said. Increasingly, buyers don’t trust vendor reps. Who takes the lead? .

Enterprise Management 40

Enterprise Management Marketing AI Work Management Marketing Management 40

Versium

AUGUST 14, 2018

When those attributes are matched to an enterprise’s internal data and used in Versium’s machine learning models, clients improve customer acquisition, retention and cross-sell and upsell marketing activities, the company said. Increasingly, buyers don’t trust vendor reps. Who takes the lead? .

Enterprise Management 40

Enterprise Management Marketing AI Work Management Marketing Management 40

Capstone Insights

OCTOBER 4, 2017

However, it isn’t the marketing automation platform for one organization; it’s the actual marketing automation vendors and their ability to aggregate data, actions and responses across all of their customer instances that have a tremendous amount of untapped (and semi-creepy) potential of insight. That really intrigues me. What am I missing?

Marketing Automation Services 49

Marketing Automation Services Marketing Automation Work Management Marketing Management 49

Capstone Insights

OCTOBER 4, 2017

However, it isn’t the marketing automation platform for one organization; it’s the actual marketing automation vendors and their ability to aggregate data, actions and responses across all of their customer instances that have a tremendous amount of untapped (and semi-creepy) potential of insight. That really intrigues me. What am I missing?

Marketing Automation Services 40

Marketing Automation Services Marketing Automation Work Management Marketing Management 40

Strategic-IC

JULY 14, 2021

But while a marathon is measured by crossing the winning line after 26.2 A brand generates desire and differentiation and motivates buyers to pay more for your products/services than they might otherwise. A brand is customer-centric, i.e. it is all about relevancy and differentiation. grueling miles (42.19 Reputation.

Account Based Marketing 62

Account Based Marketing Ideal Customer Profiles Paid Search Agency Work Management 62

Varicent

MARCH 24, 2022

The stages and sequencing of the sales pipeline process are the foundations for effective selling. Taking shortcuts can mean qualifying in opportunities that don’t play to your products' strengths, which ultimately distracts you from the deals that are a good fit. Understand all the aspects of the problem they’re trying to solve.

Enterprise Management 52

Enterprise Management Work Management Marketing Management Top of Funnel 52

Webbiquity

FEBRUARY 14, 2010

Those are the types of questions marketing automation / demand generation software vendors seek to address with their offerings. They get 95% of the information they need from the Internet—online publications, analyst reports, vendor websites, blogs and other social media—before they have any contact with sales.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Automation 100

Madison Logic

SEPTEMBER 28, 2022

You have different customer segments like net-new logos or existing upsell, cross-sell, or renewal opportunities. If they are considering one solution over another, be sure to include your key differentiators. . Encourage them to investigate your product as a solution with information that leads them to more of your content.

Budget Programs 52

Budget Programs Work Management Marketing Management Top of Funnel 52

Marketing Insider Group

AUGUST 30, 2019

Cross-reference your competitors’ SWOTs against your company’s own analysis to uncover the whitespace—areas where the market is severely lacking or strengths that only your company brings to the table. For other marketers, they feel senior management needs to focus more on customer insights rather than just on products and pricing.

Resource Management 100

Resource Management Work Management CMS Development Marketing Management 100

Customer Experience Matrix

FEBRUARY 2, 2010

Yesterday’s post touched briefly on what I see as a fundamental transition between database marketing and digital marketing, and in particular on the changes that marketers and their supporting vendors must make to navigate the change successfully. Control is also a major differentiator when it comes to marketing measurement.

Database Marketing 120

Database Marketing Work Management Marketing Management Marketing Automation Services 120

Paul Gillin

OCTOBER 9, 2014

Ello has attracted attention because of its pugnacious attitude expressed in a “ manifesto ” that begins, “Your social network is owned by advertisers” and ends “You are not a product.” Dozens of competitors took on Lotus with cheaper alternatives or modestly differentiated products.

Facebook 50

Facebook Social Networks Cross-Selling Network Marketing 50

chiefmartech

APRIL 11, 2016

The following is a guest post by Bertrand Hazard of TrustRadius , who attended MarTech last month and interviewed a number of vendors exhibiting there about their perspective on “hot” categories within the marketing tech landscape. Account-based marketing (ABM) was one of the biggest topics at the MarTech conference.

Account Based Marketing 40

Account Based Marketing Ideal Customer Profiles Buzz Enterprise Management 40

Customer Experience Matrix

DECEMBER 30, 2021

The CDP Institute just published its latest Industry Update, our semi-annual overview of CDP vendors with data on employment, funding, locations, and more. There were three pieces of information that stood out: Only four new vendors were added, compared with an average of fifteen in past reports. Download here. Download here.

Enterprise Management 260

Enterprise Management Work Management Marketing Automation Services Marketing Management 260

Marketing Insider Group

JUNE 30, 2020

As a business, you’re always looking for ways to sell your products or services. Content marketing is a great way to do so: When you generate informative, useful, and interesting content for your audience, you can also directly or indirectly sell your products or services to them. Let’s see how. Social Media.

Work Management 362

Work Management B2B Marketing Marketing Management Content Marketing 362

Hinge Marketing

APRIL 24, 2015

And over the course of hundreds of pitches, I’ve developed a keen sense for what really works when selling to senior executives and the C-suite. As a sales coach, trainer, and consultant, I hear a lot of well-intentioned advice about what it takes to sell to senior B2B buyers today. Some of it is great. Some of it is mediocre.

Work Management 48

Work Management Marketing Management B2B Marketing Proposals 48