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The Top-5 B2B Marketing Trends for 2012

Everything Technology Marketing

Segmentation is critical as vendors evolve from technology-focused business models to customer-needs driven product development, sales, marketing, and operations. Happy New Year! It is time again for our annual B2B Marketing "predictions". And here are the results: 1 - Integration of social media Social media remains the #1 topic in 2012. The benefits of segmentation are substantial.

The Top-10 B2B Marketing Trends for 2011

Everything Technology Marketing

You want to be the source buyers are flocking to for this high-value content. 7 - Focus on customer retention Customer retention has provided the much needed revenue stream that enabled many companies to survive the recession as new customer wins dried up. Happy New Year! It is January and time again for the obligatory 2011 predictions.

A Simple B2B Marketing Framework

Everything Technology Marketing

Marketing is getting involved in many more areas that touch the customer along the buying process, multiplied by a dizzying variety of new tactics, online communications and engagement platforms. In my mind, this common thread should be the customer’s buying process (instead of the vendor’s planning hierarchy). But that's content for another blog post.

Is Traditional B2B Marketing Dead?

Everything Technology Marketing

New technologies and marketing automation are just one expression and a driver of this change, but it goes much deeper, affecting the way we organize marketing, engage with customers, find new business opportunities, and deliver value to the stakeholders inside and outside our organizations. The question "Is traditional B2B marketing dead?" ignited a lively discussion.

Content Methodology: A Best Practices Report

for customer service. Customer service teams are the experts on customer pain points. president of global creative and content marketing. “It’s customer-first thinking. A lot. Business Goal Content Objectives KPIs Customer. customers Customer service • Number of service issues resolved using. become customers. Content. Methodology: A Best.

A Framework for B2B Customer Segmentation – Part 1: Why Segment Your Market?

Everything Technology Marketing

Marketing segmentation is about subdividing markets into segments of customers that have similar needs and behaviors. With tighter segmentation, vendors can better satisfy customers and produce more revenue in shorter amounts of time, at lower cost. But the craft of identifying and selecting the right segments is too often rushed and under-appreciated.

The Brave New World of B2B Marketing - Are You Ready?

Everything Technology Marketing

Power Shift Knowledge is power, and the balance of power is clearly shifting from vendors to the customer. Now imagine the information customers are finding is yours. This intersection of content marketing, social media, and automation is where innovative marketing teams can help their companies gain traction and develop ongoing relationships and customer engagements.

B2B Market Segmentation – Part 2: How to Approach Segmentation

Everything Technology Marketing

What are the specific use cases of your product to realize the value customers are looking to unlock? Are there innovative or "exotic" uses of your products that you observe with new customers that might indicate a new or bigger market segment that is currently untapped? In part one of our segmentation series , we discussed the importance of and rationale behind market segmentation.

New Marketing Report: B2B Lead Generation Trends 2013

Everything Technology Marketing

By leveraging the strengths of each individual brand, while simultaneously harnessing their collective reach and audience affinity, we provide market leadership and media best practices for our marketing customers to engage their customers across our portfolio. Eloqua’s customers include AON, Dow Jones, ADP, Fidelity, Polycom, and National Instruments. The results are in.

Evangelizing a Content Marketing Program

percent of American pay TV custom- ers overall, including the 25–34 demographic. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. CUSTOMER RETENTION & LOYALTY The “always-on sales funnel” is a mod- ern marketing cliché for a reason. customer. All rights reserved. Introduction 4 II. Why This Guide 6 III. Instead, most.

5 Steps to B2B Marketing Success

Everything Technology Marketing

Prospects and customers are becoming more sophisticated and better informed than ever before. Customers are are in the driver’s seat today. And today’s customers are busier than ever. Build a simplified model of your customers’ world, the journey they take from problem to solution. This has profound implications on marketing and the way companies engage with prospects.

B2B Market Segmentation – Part 3: How to Prioritize

Everything Technology Marketing

And always watch out for surprises like new, unexpected customers that are enthusiastically adopting your product but don't fall into traditional segment definition. They might be a bluebird / black swan event, a less than ideal customer for other reasons, or they might be an early signal of a new market segment worth pursuing. What segmentation approach worked for you?

What B2B Marketing Tactics Are Up, Down, Flat? (Survey Sneak Peek)

Everything Technology Marketing

Email marketing is slightly up - likely a reflection of the increasing adoption of marketing automation platforms that heavily rely on email to communicate targeted, customized, and behavior driven messages. Last week, we talked about the changing B2B marketing mix (" Is Traditional B2B Marketing Dead? which caused a heated debate about whether these changes are real and consequential).

The CMO's Guide to the Social Media Landscape

Everything Technology Marketing

The guide lists the major social media platforms and rates their value for driving customer communication, brand exposure, traffic to your site, and SEO - check it out: [link Here is a nice overview of the social media landscape that will help you understand how to best leverage major social media sites for your marketing.

SEO 11

Study: How Much of Your Content Marketing Is Effective?

And instead of relying on disruptive banner ads, brands are start- ing to get smart about targeting customers with original content. their most important marketing goal, lifetime customer value and. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. content.

New Report: Alliance Marketing Trends 2014

Everything Technology Marketing

As a full consultative group, AMS offers a robust portfolio of turnkey solutions that can supplement ongoing alliance marketing initiatives including: research based programs, content development, brand messaging, social marketing services, lead generation and nurturing, custom executive events and more. The results from our new study on Alliance Marketing are now available!

Leveraging Actionable Customer Data for Revenue Growth

Everything Technology Marketing

By Laura Patterson Peter Drucker is attributed to having said, “the purpose of business is to create a customer.” Delving deeper into what matters to your customers is the key to growing revenue. Focusing on the profitable sources of revenue takes ensuring your organization, especially your marketing team, has the data mining tools, customer research, marketing automation software, and the ability to perform customer analytics. Therefore you’ve probably have already chartered your marketing team to collect relevant customer-related information.

Lead Generation Checklist – Part 3: Develop and Intensify Your Ideal Customer Profile

Everything Technology Marketing

One of the biggest mistakes companies can make is to try and be all things to all people, going after all possible customers out of fear to miss out on revenue opportunities. Among all possible prospects, some companies are a better fit for a vendor's solution and have more to gain by purchasing it than other customers. This translates into higher closing rates and higher lifetime customer value. But how do you identify your ideal customers? In part 3 of his lead generation checklist, Brian Carroll explains how to develop and itensify your ideal customer profile.

Lead Generation Checklist - Part 2: Sales and Marketing as One Team

Everything Technology Marketing

The first part was about engaging prospects and customers in conversations and taking a consultative rather than transactional approach to marketing. Here comes part two of the lead generation checklist series by Brian Carroll. Part two focuses on the chasm between sales and marketing that is common in many organizations. How long has it been since your marketing and sales teams got together for a really productive meeting? Click here to read the complete post

Content Marketing Playbook: Strategy and Roadmap

customers to reimagine GE on the cutting edge, which. they end up becoming customers of Moz, that’s great, too, but that’s a side benefit. list that could include: its own investment trends data, data and queries gathered at its customer call center, the expertise of its financial advisors and other internal. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently.

Technology Marketing Collateral Trends

Everything Technology Marketing

Video is on the rise in terms of frequency of use by technology purchasers – especially video that features customers speaking about real experience using a product or service Here is a recent survey report on B2B technology marketing collateral trends from Eccolo Media that you may find interesting: “ Eccolo Media 2009 B2B Technology Collateral Survey Report ”. Key findings in the report: • White papers – especially those that are long on expert content and light on sales jargon – continue to be the No. form of collateral influencing technology purchasers.

Put an End to Flying Blind: A Ten-Step Process for Creating a Go-to-Market Tactical Plan

Everything Technology Marketing

Or perhaps it is because the entry into a new market isn’t so much a deliberate decision as an opportunistic one – a step taken maybe because it seems like a good idea based on a few recently acquired new customers. Creating performance-based tactical programs for customer acquisition 7. What constitutes longer-term success in this vertical (market share, share of wallet, number of customers, revenue)? What are the characteristics of the ideal customer and their buying process? 2. The operative words here are well thought-out and flawlessly executed.

Before you jump into social media, ask yourself: Do you know who speaks on your behalf?

Everything Technology Marketing

But, even before you get started and promote your company in this new online environment and create customized conversations with your customers and other stakeholders, you must consider who can “speak” on behalf of your company. Twitter, Facebook, LinkedIn, and several other sites provide a unique opportunity to build relationships with your customers – previously, one message was sufficient to promote a product or service. Today, customers are more brand-savvy and eager to learn how a particular product or service is a close fit with his/her preferences and needs.

Connecting the customer experience

Conversionation

Enabling great customer experiences and optimizing processes and interactions across all touchpoints in a consistent and human, customer-centric way leads to marketing and business success. The customer experience is the sum of all contact moments (touches) the connected customer […]. Integrated marketing customer experience single customer view

Content Marketing 2016: Staffing, Measurement, and Effectiveness

platforms, and customer relationship management. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research.  According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers.  Thus, inundating customers with non-relevant content.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. What remains cloudy for CEOs and their C-Suites is what comprises deep customer understanding. by Yarden Gilboa.

How To Lead With Customer-Focused Content

Tony Zambito

The bar has now been raised for marketers to make it through the eye of the needle of customer attention.  The novelty of content has worn off its shiny coat for many customers and potential buyers.  Out Of Alignment With Business And Customer Goals. Compounding this issue, is the overriding benefit of content as seen by customers and potential buyers.  Related articles.

Informed Customer Understanding Should Guide Marketing

Tony Zambito

While others portray that if you just do these few things, then there will be a proverbial pot of gold, at the end of the year filled with overflowing coins of new leads and customers. One thing that is clear is the dynamics of markets, customers, and sellers continue to unfold in new ways.  by Anton Scherbik. If it were only that simple…. What Should Guide Marketing? Choosing Wisely.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Customer experience has been and will continue to be one of the major influences on how buyers make choices.  Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another.  State Of B2B Customer Experience Is Unhealthy. by Creative Stall.

Marketing: New architects of the customer experience?

grow - Practical Marketing Solutions

There seems to be a theme emerging on {grow} over the last few months and it is this: How can be effective marketers and have any influence over what has become a very strange and complex The customer journey (my friend Krista LaRiviere of gShift called this the “ dark funnel “). The customer journey is more tangled than the power cords in my computer bag. Now what?

Marketers Are Struggling to Keep Up Customer Expectations: Here's Proof

Customer Experience Matrix

How pitiful is this: My wife left me alone all last weekend and the most mischief I could get into was looking for research about cross-channel customer views. Let's start with a truth universally acknowledged – that customers have rising expectations for personalized treatment. So, yes, customer expectations are rising and failing to meet them has a price.

Psychology and marketing: respecting and failing the customer

Conversionation

As organizations focus more on customer service, the customer experience and, well, anything that’s customer-related, there’s also an increasing attention for the psychological dimension of business (workers) and customers.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Why Every Company Has Time For Customer Advocacy (And Where To Find It)

Influitive b2b

You don’t have time to delight your customers with something like an advocate community. The post Why Every Company Has Time For Customer Advocacy (And Where To Find It) appeared first on Influitive. Marketers are busy people. That’s why the thought of managing another program or piece of technology every day sounds about as appealing as the next Justice League movie.