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A Structured Approach to Demand Generation Analytics

ANNUITAS

Demand generation leaders know it’s not true, though. And most marketing and sales data is just that — garbage. So what is the key to better demand generation analytics? How can we better tie buying and content/channel interactions to opportunities and closed revenue in a closed-loop fashion — to fuel our demand process optimization ?

Secret Sauce: 8 Tips from Demand Generation “Master Chefs”

It's All About Revenue

by contributor | Tweet this Editor’s Note: Today’s post comes courtesy of Sam Boush , founder and President of Lead Lizard , a marketing automation agency in Portland, Oregon. Sam works with enterprise clients to develop demand generation strategies. Without a winning team in place, I do not think the best marketing automation practices are possible,” he noted.

What is Demand Generation Marketing?

Act-On

The role of demand generation marketing is evolving along with technology, enabling B2B marketers to get better at filling the pipeline with actual opportunities versus just a bunch of leads. Now why is this relevant to the role of demand generation, you may ask? Today’s Demand Gen Marketer is a key cog in your marketing machine, fueling your sales pipeline. In the Demand video, we poke fun at stereotypes and how you can’t squeeze every buyer into the same stage of the funnel. Marketing has to be able to prove ROI.

Common Pitfalls in Demand Generation Strategy

ANNUITAS

It turns out there are some common pitfalls among marketers. A couple emails, a webinar and three white papers do not make a marketing strategy. Is your company trying to gain market share or drive incremental revenue? Content is obviously a key part of any marketing strategy. And most marketers have a great deal of content. Delivering unqualified leads to sales.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

17 Lead Generation- Demand Generation 2015 New Year’s Resolutions

NuSpark

As a demand generation firm, we are consistently reading about new technology, strategy, and tactics that contribute to a client’s lead generation efforts. I have an RSS reader with 150 or so blogs to stay up to speed on the ever changing world of demand and lead generation. Major categories for me are content marketing, marketing automation, SEO, paid search, analytics, online display (programmatic and retargeting), mobile, conversion optimization, social media marketing, and social selling. Content Marketing. Get to it! .

Avoid these 10 Marketing Automation Rookie Mistakes

It's All About Revenue

If your company is considering marketing automation or you have recently implemented it, you are not alone. According to The State of the Marketing Technology Industry , only 3% of businesses surveyed use one of the four most common marketing automation systems. Clearly, a lot of marketers are going to be very new to this. Some marketers will fail.

Four Steps to Convince CEOs that Demand Generation Should be a Marketing, Not a Sales, Function

Fearless Competitor

B2B Demand Generation | Why it belongs in Marketing – Not Sales. David Green wrote an awesome post for the B2B Lead Generation Roundtable blog. I posted part of it below, but you have to visit Four Steps to Convince CEOs that Demand Generation Should be a Marketing, Not a Sales, Function to read the full article. Great show!

Prevent Demand Generation Failure with Buyer Personas

Tony Zambito

Recently, Adam Needles, Left Brain Marketing’s VP of Demand Generation Strategy, posted a thought provoking article entitled Why Do (Well-intentioned) B2B Demand Generation Efforts Fail?   Adam gives us a good sense of the numbers and dollars being invested in demand generation and marketing automation

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

How to Have a Successful Marketing Automation Implementation

ANNUITAS

Now that you’ve selected your marketing automation platform (MAP), it is time to implement. Marketing automation is not a one size fits all approach and each implementation must be done to align with the current business systems and processes currently in place. Your marketing automation journey can be broken down into these four areas: Evaluation and selection, Demand Generation Strategy , Optimization, and Implementation of the system. What is your Demand Generation Strategy? The same applies to your implementation.

Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.

The Point

A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation. My answer: “It depends how you define “ lead nurturing ,” but technically: no, you don’t need marketing automation in order to nurture leads. Marketing automation simply takes nurturing to a whole new level.

Harness it in YOUR business – the power of B2B demand generation

Fearless Competitor

B2B Demand Generation | Many need our free B2B lead generation content. I was speaking with a good friend at a content marketing company in Boston. They’re very savvy marketers, use a great marketing platform (Marketo) and have a good staff of super-smart people. They don’t even have marketing automation software.

The Future of Buyer Personas is Social - Part 2

Tony Zambito

In part 1 of this reflection on the future of buyer personas, I focused on how it is important to leave some of the major misconceptions about buyer personas behind in order to peer into the future.    The areas mentioned are also having a transformational affect on the practice of buyer persona research and creation.  Image by daniel_iversen via Flickr.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Why Personas Fail

B2B Marketing Insider

There’s plenty of fervor around the need for buyer personas; so why do some fail to deliver real value? Today, you can find over 500,000 search results on the topic, most supporting the need for buyer personas as a foundational component of effective marketing. In fact, 73% of companies currently use, or plan to use, buyer personas (ITSMA). Personas fail: 1.

5 Signs to Qualify Your Demand Generation Play

LEADership

Despite all the research, trends analyses and best practice sharing, a majority of B2B marketers struggle to determine what the most effective demand generation plays are. At least then, you may be closer to finding out whether your demand generation play will end up being an epic failure or a success story worth repeating over and over. What should you look for?

Why Sales needs Content Marketing and Marketing Automation

Fearless Competitor

B2B Demand Generation | The Benefit to Sales. If you’re in BtoB Sales, you may be thinking that this great content stuff and demand generation talk belongs in marketing. We’ve been talking about the marketing point of view for a long time. Now let’s talk about your world in Sales. Let’s examine a Sales scenario to illustrate the power of content marketing and marketing automation software. Sales Scenario 1: Without content marketing and marketing automation.

Importance of Context to Understanding the New Social Buyer Persona

Tony Zambito

One of the major outcomes of the recent advances in the social age is the resurgence of contextually-based persona development and its’ role in helping to inform as well as shape strategy.  These strategy areas include content strategy, social marketing, marketing automation, social selling, demand generation, and buyer experience marketing

Informing Content Strategy with Buyer Persona Development

Tony Zambito

The chorus appears to be getting louder and louder on content marketing in bloggersphere, digital media, and traditional media.    In this case, should CMO’s be looking at content marketing or content strategy as the first order of business on the agenda?    And view content marketing in what I believe to be more of a tactical perspective. 

Forrester finds b2b marketers lagging with demand generation

Fearless Competitor

B2B Demand Generation | Companies are struggling with demand generation today. From BtoB Magazine Marketers Lagging in Demand Generation. “I find it sad how badly most companies are doing in B2B demand generation today. Instead of complaining about the poor economy, if more invested in quality demand generation programs, they’d put up vastly better results.&# B2B marketers are doing a poor job with demand- and lead-generation programs, according to a new study from Forrester Research.

Trying to Align with Sales? Marketing, You Are the Problem

ANNUITAS

Preliminary Insights into the ANNUITAS Enterprise Demand Generation Study. Last month ANNUITAS launched a Demand Generation Research project focused on large enterprise B2B organizations. The thought behind the research was to get very narrowly focused on how large enterprises are approaching Demand Generation and what kind of success they are having.

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20 Ideas from Power Users to Power Up Your B2B Marketing Automation

Modern B2B Marketing

Author: Zak Pines We’re at an exciting point in the evolution of marketing automation. Perhaps more importantly, as the industry matures, leading-edge marketing automation practitioners now have many years, or even a full decade, of experience under their belt. Let’s get started: Marketing Strategy. Test, test, test your automated flows.

Buyer Personas Require Qualitative Research and Contextual Inquiry

Tony Zambito

Buyer Persona Development and the qualitative research methodology applied to creating buyer personas have proven to be an effective means for B2B organizations to reach a deeper understanding of their buyers.    Buyer persona development methodology is at its core a research methodology.    The story and narratives of users were told through personas

B2B Demand Generation expert Mac McIntosh – Interviewed by Find New Customers

Fearless Competitor

Find New Customers is pleased to present our interview with one of the top experts in B2B demand generation today , Mac McIntosh. Mac is also publisher of Sales Lead Report ® and B2BMarketing Technology Insights ™. We’re deeply honored to interview this expert, who was recently voted #1 of the Sales Lead. First, refocus your marketing on helping your prospects buy.

Content Marketing and Sales Enablement Must Get Married

Tony Zambito

The raging waters of the sales and marketing alignment debate continues to make its’ way through the halls of corporate America.    Marketing becoming the home for content strategy and sales enablement finding its’ home in sales.  Culturally, content marketing and sales enablement must go through a courting period and eventually get married. 

Eric Got Me Thinking About The Next Buyer Revolution

Tony Zambito

In my most recent article, Boost Demand Generation Using Target Ready Buyer Models , a comment was posted by the ever thoughtful Eric Wittlake, author of the blog B2B Digital Marketing and a member of the team at the Integrated B2B Marketing Agency – Babcock and Jenkins. I like this term which has been bantered around – more so than content marketing.

Are Sales Pitches Dead in the New Buyer Experience Economy?

Tony Zambito

The good old days, for some sales and marketing people, were the days huddling up for the big presentation.    Everyone working on their portion of the sales pitch to be sure they are in tune and in the right key – just like an American Idol contest.    The sales pitch, as we’ve known it for the past few decades, is dead. 

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

In fact, football teams are a lot like marketing automation teams – you need talented players, of course, but you also need dedicated roles, internal coordination, and sound strategy. The Basic Structure of a Marketing Automation Team. Cloning programs and templates allows small teams to accomplish marketing automation on par with much larger companies.

6 Ways to Create Rocket-Fuel Content for Marketing Automation

Modern B2B Marketing

Author: Anne Murphy Marketing automation is one of the fastest growing technology segments in business, and analysts predict it will grow to a $4.6 But marketing automation can’t run without content. . More than three-quarters of those invested in marketing automation say that developing processes and content is instrumental to success with the technology.

Buyerology Trend: Think Demand Fulfillment vs. Demand Generation

Tony Zambito

This is the third article looking at buyer trends that will influence marketing and sales in the near and foreseeable future.    This article looks at how buyers are seeking fulfillment in their efforts to achieve goals and what this means to the future of demand generation.  Buyer Trend: On A Quest to Be Demand Fulfilled.   The Future.

7 Reasons Why Marketing Automation Projects Fail

LeadSloth

Needless to say, Marketing Automation software is very popular today. It can be used for email campaigns, drip marketing, lead nurturing, lead scoring, landing page management and for brewing coffee. It is often positioned as something that will solve all your marketing problems for a couple of thousand dollars per month. It develops inquiries into sales opportunities.

3 Ways To Connect With Today’s B2B Buyers

Tony Zambito

Depending on surveys from such sources as IDC , IDG Connect, DemandGen Report , Forrester , and more, we know that buyers are remaining invisible to B2B businesses and spend only a quarter of their time talking directly to sales when making purchase decisions. The Single Buyer Model: A Dangerous Road Towards Competitive B2B Marketing (buyerology.com). Image via Wikipedia.

SMB Marketing Automation: Getting Started with Content Strategy

NuSpark

This same concept can be applied to marketing automation for small and mid-size business. I’ve been hired my firms past and current with the challenge to generate quality leads and manage marketing automation drip campaigns. Leads don’t happen overnight, especially if your marketing budget is moderate. Otherwise why do you have marketing automation?

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Marketing automation starves without a Content Marketing strategy

Fearless Competitor

B2B Demand Generation | The Importance of Content Marketing. Marketing Automation without great content is a like a Ferrari sitting in the garage. I asked Jim for an example of why great content is so important in B2B lead generation. Great, compelling and remarkable content is much more important for B2B lead generation than which marketing automation platform you choose. The quality of your content plays a very important role in the success of your marketing automation project – regardless of vendor.

Social Buyerology: Listening to the Social Buyer

Tony Zambito

  The second, The Research Methods of Social Buyerology , reviewed the types of research methods needed to attain a deep understanding of the new social buyer persona.    There has to be a degree of openness and courageous leadership to accept that there is a new social buyer persona on the horizon and that an organization must adapt.  Image via Wikipedia.

The ROI of Marketing Automation

Modern B2B Marketing

by Jon Miller Marketing automation is a technology that streamlines and automates marketing tasks so companies can increase operational efficiency and grow revenue faster. In other words, companies don’t buy marketing automation to automate their marketing. Generate more high quality sales-ready leads. Content and Personas.

The state of B2B marketing in Asia—moving toward digital

Biznology

A standout in the B2B marketing field is David Ketchum , CEO of the demand generation agency Current Asia , and author of Big M, little m Marketing: New Strategies for a New Asia. David also serves as chairman of the Digital + Direct Marketing Association of Hong Kong. What’s the state of B2B marketing in Asia these days? . That puts pressure on margins.

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Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora

The Point

As co-founder and CEO of Captora , Paul is now channeling his expertise into a new generation of marketing technology that captures and converts new buyers across inbound marketing channels. I sat down with Paul recently to talk about his new company and where Captora fits into the ever-expanding landscape of marketing technology. [HS] HS] Thanks Paul!

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