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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 ? We

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.

Common Pitfalls in Demand Generation Strategy

ANNUITAS

It turns out there are some common pitfalls among marketers. 1. 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.

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.

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.

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.  couldn’t agree more!

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.

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. But there is a very sobering gap between the perceived value of buyer personas and the actual, realized value.

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.

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.

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

Fearless Competitor

B2B Demand Generation | Many need our free B2B lead generation content. Download our totally free and no registration needed cheat sheet, 7 Keys to Successful Lead Nurturing. 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.

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?

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. 

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.

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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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.

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.

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.  like this term which has been bantered around – more so than content marketing

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.

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. 

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. Without

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.

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.

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.

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.

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.

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. Find New Customers is a Gold partner for Silverpop and closely aligned with Eloqua and Marketo.). I’m the President of Find New Customers and I recently had the pleasure of interviewing Jim Burns, CEO of Avitage , in a podcast.  I asked Jim for an example of why great content is so important in B2B lead generation. You can check out content marketing expertise by visiting Avitage. It has no fuel.

Engage the Social Buyer Persona

Tony Zambito

  A key component for engaging the social buyer persona is that an organization today must offer avenues of engagements that buyers choose.  The second is attaining the requisite qualitative buyer insight into not only the avenues of engagements that social buyer personas prefer but also how and why they wish to engage with their preferrred choices. 

Measure Your Way to Lead Nurturing Success

The Point

Demand Gen Report just published “ Top B2B Marketers Measure Lead Nurturing Effectiveness to Boost Performance ,” a special report in which they address the whys, whats, and how tos of measuring lead nurturing’s true impact. the company is generating the wrong type of leads. 2. creating segmented nurturing tracks tailored to the client’s key buying personas.

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 allow small teams to accomplish marketing automation on par with much larger companies.

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

The Point

Today over 70 percent of new buyers find your company via inbound marketing channels (search, advertising, social). How to ignite your company’s growth so marketing is filling your sales pipeline with more new buyers than needed to beat your future revenue goals…AND without increasing your cost per visit and cost per lead. 3.

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Unlock the Power of B2B Personas By Freeing Them from PDF Purgatory

Social Media B2B

Personas are the way that B2B marketers have identified their buyers for years. Whether you use them for demand gen, email campaigns, social media, content marketing or even deciding what trade shows to attend, you are probably not getting the full benefit from them. It is now time to think differently about your personas. How are B2B buyer personas changing?

Getting Started Guide for Marketing Automation

The Effective Marketer

With all the (deserved) hype surrounding marketing automation, is no wonder that many companies, startups especially, are adding the technology as a key component to their marketing activities. Problem is, sometimes the rush to get the software installed and running ends up trampling the creation of processes, content planning, and other key ingredients that are necessary for a successful marketing automation implementation. But let’s say you got approval and have purchased the marketing automation software of your dreams. Step 2: Buyer Personas.

The Research Methods of Social Buyerology

Tony Zambito

In my article, Social Buyerology: Understanding Buyers in the Social Age , I offered perspectives on the need for a new discipline in B2B Sales and Marketing related to understanding new buyer behaviors and interactions in the social age.    As we look to the future of understanding the social buyer persona, new forms of social research methods are forming. 

An Act-On Conversation: Jay Hidalgo and Atri Chatterjee Talk Demand Generation, Part 2

Marketing Action

In a recent Act-On Conversation, Jay Hidalgo and Atri Chatterjee defined demand generation and talked about how personas, sales and marketing alignment, and content marketing are a trifecta for successful demand generation. Sales and marketing alignment. We hear a lot about sales and marketing alignment.