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Peter Isaacson, CMO of Demandbase: Why You Have a Bad Relationship with Sales—and What to Do About It [Podcast]

Crimson Marketing

“How is your relationship with Sales?” That is the question that Peter Isaacson, CMO of B2B marketing technology company Demandbase, posed to some of the 400 digital marketers at a recent GE marketing summit. Virtually every one of them responded that their unit experienced difficulty getting Marketing and Sales on the same page. Marketing Technology Podcasts

Bizo and DemandBase Lead B2B Marketing Automation to Web Advertising and Beyond

Customer Experience Matrix

I had a fascinating chat earlier this week with a client who described his vision for using DemandBase to tailor messages to Web site visitors from target accounts, using Bizo to further tailor messages to individuals by title, using all this data to synch inbound and outbound campaigns in Eloqua , and eventually driving everything with predictive model scores from a tool like Lattice Engines. Equally helpful to me personally, it reinforced my intention to write about Bizo and DemandBase, both of which have recently briefed me on their latest product extensions.

How Demandbase Uses LeanData

LeanData

Account-Based Marketing has emerged as the smart strategy for companies to navigate the complex B2B sales journey. And  Demandbase  is establishing itself as one of the trend leaders in the growing industry space. That’s why Demandbase uses LeanData to enable its own internal Account-Based Marketing strategy. LeanData makes sure that leads coming into Demandbase always are routed to the correct sales representative. And if you have Demandbase to leverage ABM, it totally makes sense to have LeanData in your marketing technology stack.”.

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

New technologies, notably predictive analytics (from companies like Leadspace ) and targeted online advertising ( Choozle , Demandbase ), now make it possible to 1) more accurately identify a company’s most likely buyers, and then 2) engage with those prospective customers in more proactive, targeted, and personalized campaigns. 2. Demand Generation Marketers Need to Think Sales Enablement.

Four overlooked B2B marketing ideas you can use now

grow - Practical Marketing Solutions

It should build on your account-based marketing approach, including insights that allow you to deliver the most appropriate message to each company, based on everything from industry to the status of each company in your sales pipeline. By Eric Wittlake, {grow} Contributing Columnist. So what new B2B marketing ideas should you focus on next? Here are four gems you might have overlooked.

Meet new Marketing Made Simple TV guests!

Fearless Competitor

We also booked Greg Ott, Chief Marketing Officer of the fast-growing firm DemandBase. Greg Ott  (click link to follow Greg on Twitter) is a P&L-driven company leader with a proven track record of profitably building businesses, leading organizations, launching products, and creating integrated sales and marketing initiatives. Jay Baer. JAY BAER / PRESIDENT. Greg Ott. Greg Ott.

Bad Advertising Advice: Go Where Your Audience Is

Digital B2B Marketing

Media sales representatives perpetuate the problem, comparing reach to their competitors. Both Bizo and Demandbase offer this solution. Media Strategy behavioral targeting bizo CRM Retargeting Demandbase LinkedIn media planning retargeter targetingThis advice leaves B2B marketers looking at what their audience does. Do they watch the Super Bowl? Are they on Facebook?

Account-Based Marketing … and Billy Beane … in San Francisco

ANNUITAS

When I worked at Demandbase I was particularly inspired by the book and applied the cornerstone trigger event, Oakland A’s loss of player Jason Giambi to the Yankees, to B2B marketing and sales. began to try and apply this sort of thinking to marketing as well as sales. Blog account-based marketing Billy Beane Demand Generation Strategy Demandbase optimization

B2B Display Ads with Demographic Targeting: Why Doesn’t Google Do This?

The Point

Earlier this week, San Francisco-based Demandbase announced its “ Company Targeted Advertising ,” a new platform that allows B2B marketers to target online display advertising either to specific companies (by name) or those that meet specific corporate attributes (company size for example, or vertical industries). Technically, it should be possible.

B2B Online Advertising: Improve Targeting by 10x (or more!)

Digital B2B Marketing

Yesterday Demandbase launched Company-Targeted Advertising, giving marketers a second option with some different capabilities. Disclosure: Demandbase is a Babcock & Jenkins client. Now that Demandbase’s offering is public, I wanted to share it. Beyond just targeting, Demandbase allows creative to be customized to every company. Today they can.

The Real Reasons Programmatic Ad Buys Fail in B2B Marketing

Digital B2B Marketing

Time and time again, B2B marketers fall prey to a wonderful sounding sales pitch for their demand generation plan that goes something like this: “We use 100′s of data points and sophisticated technology that optimizes every single impression in your campaign. But for today, don’t fall prey to the sales pitch. ” Wow, sign me up, right? The Data Actually Sucked.

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Demandbase vs ReachForce SmartForms – Eloqua Topliners Discussion

B2B Lead Blog

Recently on Topliners, marketers weighed in on lead scoring solutions in a discussion of the merits of ReachForce SmartForm vs Demandbase. Some clients are even anecdotally reporting they are beginning to see a reduction in the length of their sales cycle. Don’t want to spoil the surprise – but, you can jump over to the Demandbase vs. ReachForce discussion to find out who was the universal favorite (aw, shucks). Lead Nurturing Lead Scoring Marketing Automation Demandbase eloqua ReachForce marketing automationShare and Enjoy.

Demandbase vs ReachForce SmartForms – Eloqua Topliners Discussion

B2B Lead Blog

Recently on Topliners, marketers weighed in on lead scoring solutions in a discussion of the merits of ReachForce SmartForm vs Demandbase. Some clients are even anecdotally reporting they are beginning to see a reduction in the length of their sales cycle. Don’t want to spoil the surprise – but, you can jump over to the Demandbase vs. ReachForce discussion to find out who was the universal favorite (aw, shucks). Lead Nurturing Lead Scoring Marketing Automation Demandbase eloqua ReachForce marketing automation

Demandbase API vs ReachForce Form Appending Solutions

B2B Lead Blog

Demandbase or ReachForce? We are often asked the question: How are ReachForce SmartForms different from the Demandbase API for forms? In recent weeks, we’ve welcomed a number of new customers switching over from the Demandbase API forms solution, the only area of business overlap between our two fine companies. Demandbase vs ReachForce Match Rate. Lead Scoring

Demandbase API vs ReachForce Form Appending Solutions

B2B Lead Blog

Demandbase or ReachForce? We are often asked the question: How are ReachForce SmartForms different from the Demandbase API for forms? In recent weeks, we’ve welcomed a number of new customers switching over from the Demandbase API forms solution, the only area of business overlap between our two fine companies. Demandbase vs ReachForce Match Rate. Lead Scoring

4 Ways to Make Your Website More Personal

It's All About Revenue

Plenty, according to the The 2011 National Website Demand Generation Study conducted by Focus.com and Eloqua AppCloud partner DemandBase. Personalized content: From the report: “The website becomes the crucial sales tool during the buyer’s research and discovery process, and buyers are educating themselves without the guidance of a salesperson. Sales enablement : By the time you do pass a lead to sales for action, you should be able to pass along quite a mix of explicit and implicit data to help them have an informed conversation. That’s a given.

4 Reasons Your CMO Will Love Marketing Automation

It's All About Revenue

by Jesse Noyes | Tweet this Today’s guest post comes courtesy of Jennifer Pockell-Wilson, Vice President of Marketing & Demand Operations at Eloqua partner Demandbase. Previously the Senior Director of Global Marketing Operations at Polycom, Jennifer is experienced at demonstrating the marketing’s impact on revenue and driving alignment with sales. But this has traditionally been more challenging for Marketing Execs than for Sales, because the act of Marketing can be seen as abstracted from the act of revenue generation.  Impact. Efficiency. Alignment. Measurement.

Account Based Marketing – An Interview with Jennifer Pockell-Wilson of Demandbase

ANNUITAS

We recently had the opportunity to sit down with Jennifer Pockell-Wilson, Vice President of Marketing & Demand Operation at Demandbase. Jennifer, leads the demand-focused marketing teams and demand operations at Demandbase.  She is passionate about aligning sales & marketing toward common goals through the coordination of language, systems and process.  Before joining Demandbase, Jen was the Senior Director of Global Marketing Operations at Polycom and has also spent time at Hyperion, PeopleSoft, Ernst & Young LLP and Lotus Development. prospect?

MQL 4

DemandBase Creeps Up the Value Chain

Customer Experience Matrix

I had a nice little chat with DemandBase two weeks ago. I’d been aware of them since they were founded in 2006 but in their original incarnation as a data provider. But it turns out that DemandBase has been inching its way up the value chain. Some time ago they released a free widget, DemandBase Stream, that shows the companies visiting your Web site in a news ticker on your computer desktop. But the technology is nothing special: a page tag sends the visitor’s IP address to DemandBase, which looks up its owner in standard Internet registries.

Top 40 Twitter Feeds You’re Not Following

It's All About Revenue

Lauren Harper – A community manager for Focus, Lauren cultivates the best questions and facts about sales and marketing. Jonah Minton – Vice President of Sales for Ustream, and a former executive with MySpace and NBCU, Jonah follows video and social media closely. Jen Pockell-Wilson – A VP at DemandBase, Jen is a demand generation guru. by Jesse Noyes | Tweet this Social media is a meritocracy, right? Well, not always. The plethora of voices social media unleashed on the world means getting attention can be tough. Often people with great things to say go unnoticed. Reddit.

From 50 to 5,000 to 5 Million!

Lattice

Their efforts, however, have been targeted at their top 50 to 100 accounts because of the resources required for selecting your target accounts, researching their key challenges, developing customized offers and driving campaigns in a coordinated way between sales and marketing. For example: Demandbase  targets 3,000 accounts as part of their program. Real-time web personalization.

33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

Maybe it’s because the buying cycle takes longer, more people are involved in purchase decisions and sales are made for rational, not emotional, reasons. The campaign generated over $1 million in new sales opportunities with several deals closed within the first 3 months of launch. million in sales and $52 million 4 years later. Is it harder or are we not looking hard enough?

A Primer on Website Visitor ID and Smart Form Technology for Lead Generation

NuSpark

Long available within marketing automation, these programs complement sales and lead scoring efforts, by allowing you to capture intelligence and follow-up with firms visiting your digital destinations. Sales people can be alerted immediately when activity occurs.  B2B Lead to Sale Process Lead Nurturing Marketing AutomationHere’s an example of Loopfuse Marketing Automation.

Focus Roundtable Recap: Optimizing Landing Page Conversion Rates

NuSpark

Let’s assume your average sale per customer is $5,000. Let’s increase your landing page conversions by as little as 5% and see the outcome of your potential sales, assuming we’re using Sirius Decisions best-in-class pipeline conversion rates: So we have 9 more sales in this scenario, and that’s an increase in sales revenue of $45,000.

45 Impressive Marketing Operations Champions You Should Follow [Infographic]

bizible

Sales & Marketing Operations Analyst - POC. Global Sales and Marketing Operations - Business Marketing & Intelligence. Demandbase. Director of Marketing & Sales Operations. Marketing operations success continues to grow in importance. The marketing operations function allows organizations to deliver the right message to the right segment at the right time.

DemandBase Adds Real-Time Access to Web Visitor Identities

Customer Experience Matrix

Summary: DemandBase has added real-time access to its data identifying Web site visitors, enabling Web sites to deliver customized pages. It’s more than a year since my original post about DemandBase. According to DemandBase, this compares with one to two seconds for conventional IP address look-ups. ABR gains its speed by querying DemandBase’s own database rather than querying external directories. These features were already available from DemandBase: what's new with ABR is exposing the data to other applications through a real time API. Clever folks.

Metrics to Help You Track Brand, Demand, and Expand

Act-On

As a result of this white paper campaign, they generated $1 million worth of new sales opportunities for ADP within the first month alone. Key takeaway: Carefully track the number of leads generated by gated assets, conversions to sales, and the associated dollar amount of revenue. DemandBase: Coordinate Your Channels. Sales-qualified leads (SQL). Business Focus: BRAND.

5 Steps to Increase Conversion Rates with Account-Based Marketing

Act-On

As Demandbase defines ABM: “It’s a set of principles that range from…. Marketing teams who understand ABM are in a powerful position to better align to what sales needs, and to make smart choices about the right actions to take and the right time to take them to grow high-potential accounts.” For most companies, the sales cycle is getting longer. Live events. SEO/SEM. 4.

Account Based Marketing – An Interview with Jennifer Pockell-Wilson of Demandbase

ANNUITAS

We recently had the opportunity to sit down with Jennifer Pockell-Wilson, Vice President of Marketing & Demand Operation at Demandbase. Jennifer, leads the demand-focused marketing teams and demand operations at Demandbase.  She is passionate about aligning sales & marketing toward common goals through the coordination of language, systems and process.  Before joining Demandbase, Jen was the Senior Director of Global Marketing Operations at Polycom and has also spent time at Hyperion, PeopleSoft, Ernst & Young LLP and Lotus Development. prospect?

23 Account-Based Marketing Leaders to Follow on Twitter

bizible

Adam New-Waterson is the CMO at LeanData, a sales and marketing operations platform. Matt Heinz is the President at Heinz Marketing, an agency focused on sales acceleration. Marketing and Sales: Done Well (2015) Do Better (2016) https://t.co/MSphBiTyuD He is also the editor of the sales and marketing blog, Funnelholic. And for good reason. Megan Heuer, @MegHeuer.

Cloud Connectors & Revenue Performance Management: An Interview with Steven Woods [Video]

It's All About Revenue

Revenue Performance Management is about getting a single view of the marketing and sales pipeline, which means from the early stages of awareness through the entire investigation process to close. That gives you an indicator of whether or not a prospect is ready to talk to sales yet. That way when you get sales in front of them you’re only getting them in front of people in those organizations with a strong fit. field sales rep having a conversation is ridiculously expensive on a per person basis, but highly effective. by Jesse Noyes | Tweet this. Did they attend?

Named account marketing: new tools and techniques to reach a limited universe

Biznology

similar focus occupies Warm-Transfer, which tele-qualifies leads generated by very large insurance companies, and warm transfers the prospects to the clients’ sales teams. “We need volume of at least 1,500 leads a month to serve a client efficiently,” says Jeff Feuer, CEO. “In Some B2B marketers know exactly what accounts are in their target market. What a luxury! Makino’s approach? 

Bizible Joins The Account-Based Marketing Leadership Alliance

bizible

Bizible is proud to be a founding member of the ABM Leadership Alliance along with Oracle, Optimizely, Radius, Get Smart Content, LookBook HQ and Demandbase. ABM is a movement toward sales and marketing alignment under common goals, and the metrics ABM marketers are tracking need to represent what is most important to the business: the bottom line. That’s where the Alliance comes in.

Oracle Marketing AppCloud Expands With Key Partnerships, Acquisitions

Opentopic

partnership with Demandbase, a cloud-based marketing platform for personalized advertising and marketing, adds an automated Account Based Marketing (ABM) solution for Eloqua users. Marketers and sales professionals can now target specific individuals and. Opentopic blog >> mediapost.com The Marketing Cloud arms race continued Tuesday as Oracle announced a series of partnerships and acquisitions to boost its Marketing AppCloud offerings. Marketing Technology Cmo Digital Marketing undefined

Wish B2B Apps Talked To Each Other? Introducing The AppCloud.

It's All About Revenue

Today, we launched Eloqua AppCloud , a new open exchange for sales and marketing applications. There’s no question that from productivity standpoint alone, integrating marketing and sales technologies is a big win for busy marketers. Plugging a Demandbase connector in may help marketers measure the impact of larger buying committees on funnel conversion rates. by Jim Williams | Tweet this I finally broke down and bought an iPhone. My hesitation over typing with a touch screen gave way to my curiosity about the world of apps. I’ll never go back. Until now. Share email.

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Top 25 B2B Influencers Share Revenue Driving Tips

Radius

Though marketing techniques and campaigns vary, all marketing efforts are an attempt to aid Sales in reaching optimal revenue. Peter Isaacson, CMO, Demandbase. RevenueDriver Focus on accounts and align your marketing efforts with sales! ABM @radius @demandbase. It's time for sales and marketing to shack up in the #ABM house and have a baby called Revenue. RevenueDriver tip: Align on a data-driven target account list, with sales and ALSO finance, customer success. Include sales on how to tell it. — Jay Famico (@JayFamico) May 20, 2016.

How Account-Based Marketing is Changing the Role of B2B Marketers, and Why It Should

Act-On

Here’s why: Today’s B2B marketers have to move beyond the lead generation role of simply filling the sales funnel with individual, named leads. B2B sales reps don’t close deals with people; they close accounts. This allows SheerID to deliver a strategic and unified nurturing experience – and to enhance the overall value they provide customers after the sale. That’s changing.

New Digital Trend: Account-Based Marketing – What B2B Companies Need to Know

Fathom

Just last week, DemandBase (a San Francisco-based B2B marketing software company) announced that they received $30 million in additional funding by Sageview Capital. It’s basically personalized messaging and communications, taken to the next level thanks to platforms like DemandBase, which enable marketers to drive segmentation down to granular levels never possible before.

The Lead Generation-Inbound Marketing- Funnel Optimization Toolkit

NuSpark

Nowadays there are hundreds and hundreds of online tools and platforms that assist us in generating, converting, and nurturing leads into sales.  Leads are now email addresses, conversation is written dialog and content, and the phone is saved until later in the sales process.  So let’s review the tools needed to manage an inbound marketing and conversion optimization campaign. Besides Google’s website optimizer, we work with firms such as Ion Interactive and Wider Funnel , but also utilize Demandbase and ReachForce to further improve conversion optimization efforts. 

5 Demand Generation Tips From DemandCon [Video]

It's All About Revenue

But, as everyone in sales and marketing knows, there are dozens of subtopics that fall under demand generation’s umbrella from lead scoring to content creation. Jennifer Pockell-Wilson , Vice President of  Marketing and Demand Operations, DemandBase. Jennifer’s biggest tip is for marketer’s to challenge their assumptions about sales and their customers. by Jesse Noyes | Tweet this. Not surprisingly, the topic at DemandCon this week is demand generation. We asked folks at DemandCon to give us their number one demand generation tip, and the results were wide ranging. Reddit.