Only B2B

MARCH 13, 2024

Promotion and monitoring: This includes promoting your syndicated content and tracking its performance across different channels. Essential Tools for Data Collection: Marketing automation platforms like HubSpot and Marketo are invaluable tools for B2B marketers. Must Read: How to Measure Content Syndication Success?

ROI 71

ROI Marketing Budget Creation B2B Thought Leadership B2B 71

The Point

SEPTEMBER 29, 2011

The subject of hot vs. cold leads was a prime topic at a Marketo roadshow event I attended earlier this month, when Paul Albright , the company’s Chief Revenue Officer, gave a compelling presentation on marketing metrics and some of the factors behind his company’s rapid success. Why is Marketo’s percentage so much higher than the average?

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Leads 100

The Mx Group

MAY 5, 2017

At the Marketo Marketing Nation Summit! The event was full of great insights, but as a marketing automation specialist, I was most interested in the keynote by Marketo CEO Steve Lucas. Focus on actions that actually matter to your buying cycle, like specific white paper clicks or form fills. Where was I, you ask?

Marketo 63

Marketo Marketing Automation Services Lead Scoring Marketing Automation 63

Adobe Experience Cloud Blog

OCTOBER 8, 2020

Companies and decision-makers are taking more time to analyse and compare different vendors, so technology companies need to expose as much content as possible that will allow buyers to make their choice. What content do you have at your disposal (white paper, thought leadership , demo videos, etc )?

Marketing Automation Services 129

Marketing Automation Services Multi-Touch Attribution Marketing Automation Relevance 129

The Point

JANUARY 21, 2014

Here was my advice: “That first paragraph is really long, and it’s one long statement of fact, as different from a call to action. I would a) break it up into 2 paragraphs at minimum, and 2) tie the copy back to the offer in action-oriented terms, as in: “In a new white paper from Forrester, learn how …”.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Campaigns Marketo 100

NuSpark Consulting

AUGUST 23, 2018

Note that if the goal had been thought leadership, the measurement and tracking process would have been entirely different. White Papers and E-Books. The goals for white papers and e-books can be to: Generate qualified leads. We compare that statistic to Company Z’s investment in content to determine their ROI.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Marketing Qualified Leads 100

Adobe Experience Cloud Blog

OCTOBER 12, 2015

That is why Marketo has teamed up with Harvard Business Review Analytic Services to try and figure out this multi-headed monster. On Oct 20 th we will release a white paper that addresses the essential question we are all asking: “How do I create the marketing organization of the digital age?”. It is a challenge.

Marketo 48

Marketo Work Management Marketing Management Multi-Channel 48

Ambal's Amusings

AUGUST 27, 2010

We asked B2B Marketing Experts the following question - "How should content that is addressed to a Technical Decision Maker be different from content that is addressed to a Business Decision Maker? What determines the differences is the problem the content is addressing and the perspective of the person concerned with solving it.

Work Management 100

Work Management Marketing Management B2B Business 100

Full Circle Insights

SEPTEMBER 12, 2022

If sales and marketing are pulling in different directions or are even slightly maligned, the customer experience will be inconsistent and ABM campaigns are unlikely to be successful. It’s connected with 69 different ad networks, which appear on 400,000 websites globally. The Marketing and Sales Alignment Playbook White Papers.

Account Based Marketing 98

Account Based Marketing ABM Full Circle Insights Ideal Customer Profiles 98

PathFactory

JUNE 29, 2020

How to make it happen in PathFactory + Marketo. For me, the biggest advantage PathFactory provides is the ability to identify how long someone has spent on content and then action that data in marketing automation – in our case, Marketo. This case is a little bit different though. Has Read Part 1” and “02.

Campaigns 52

Campaigns Marketo Sales Qualified Leads Lead Scoring 52

Envy

MARCH 4, 2021

Marketing automation platforms like HubSpot, Marketo, and Pardot offer automated lead nurture workflows as a series of emails, each with a clear CTA. Lead scoring involves setting a value for each activity carried out by a lead, such as opening an email or downloading a white paper, and totting them up to create an overall score.

Lead Nurturing 109

Lead Nurturing Sales Management Lead Scoring Lead Ranking 109

Adobe Experience Cloud Blog

JULY 14, 2017

Crafting a marketing message about a consumer product will have a vastly different tone and style than writing a letter to engineers. The more you read, the more attuned you become not only to different voices and tones but different audiences and their expectations. Reread, Reread, Reread.

Thought Leadership 134

Thought Leadership Marketo Class Paper 134

Marketing Insider Group

AUGUST 4, 2015

One new set of insights published by DemandGen Report and Marketo is the 2015 Demand Gen Report Benchmark Study. You may think webinars, events, and white papers are great top-of-funnel lead generation tactics. It makes a big difference in the performance of your campaigns. Being Top-Heavy. You’re right.

Top of Funnel 100

Top of Funnel B2B Marketing Buyer Personas Peer-to-peer 100

SmartBug Media

FEBRUARY 10, 2020

Below, we provide the definitive guide to Marketo Lead Scoring —which will help you grow your business by understanding your prospects and where they are at in the marketing funnel. Of course, different actions should have a heavier weighted score based on stronger buying signals (such as opening an email versus attending a webinar).

Lead Scoring 19

Lead Scoring Lead Ranking Marketo Sales Qualified Leads 19

The Point

OCTOBER 30, 2013

If you send the prospect directly to the content (say, a white paper) upon him or her clicking in the email, how confident can you be that the individual is expressing an active interest in your topic? Here’s why: 1. A click is not a response. People click on a whim, out of idle curiosity, even by accident.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

Customer Experience Matrix

APRIL 24, 2015

One of the little patterns that caught my attention at last week’s Marketo conference was that several vendors mentioned using data from the same source: Madison Logic Data, which recently renamed itself Bombora *. The company was already familiar to me through clients who deal with it.

Bombora 120

Bombora Co-Registration B2B Advertising Agencies 120

Customer Experience Matrix

OCTOBER 15, 2010

I spent most of the past week in San Francisco at overlapping conferences for the Direct Marketing Association and Marketo. My Marketo presentation was based on the marketing measurement white paper I recently wrote for them, which argues that measurement should be based on tracking buyers through stages in the purchase process.

Allocation 120

Allocation Marketing Automation Services Marketo Demand Generation 120

Adobe Experience Cloud Blog

JULY 17, 2018

From my experience through the case studies I’ve been involved with at Marketo and the feedback I’ve gathered from sales (because they are on the frontline of feedback—and we’re all about that marketing and sales partnership!) In fact, it’s been proven that storytelling can have a profound impact on the decisions we make.

Peer-to-peer 109

Peer-to-peer B2B Thought Leadership Thought Leadership Case Studies 109

NuSpark Consulting

JUNE 23, 2017

When potential customers see your ad on Facebook, they can sign up for more info or request something from your business—like price estimates, newsletters, product demos, white papers, trials and much more. HubSpot, Salesforce, Marketo and other niche providers all support lead ad campaigns. Use Targeting to the Fullest.

Lead Generation 154

Lead Generation Paid Search Agency Facebook Lead Scoring 154

SmartBug Media

NOVEMBER 3, 2020

To truly evaluate the ROI of these different campaigns, keywords, and creative tests, you need to tie it all back to won opportunities. Of course, on the front end, you can see how they are performing when it comes to clicks and conversion rates. But the visibility stops there. Third-Party Apps. Magic Robot.

Multi-Touch Attribution 105

Multi-Touch Attribution Lead Ranking Marketing Attribution Full Circle Insights 105

Webbiquity

FEBRUARY 14, 2010

Marketing automation provider Marketo has just published The Definitive Guide to Lead Nurturing , a white paper that provides real value, covering the lead nurturing process from the basic how and why through ROI measurement.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Sales Qualified Leads 100

The Point

JUNE 20, 2012

Use of images in headers can provide you a modular design, in which you simply swap out images to give each email a slightly different look – useful in the case of ongoing campaigns (e.g. lead nurturing) or when you want to segment emails by product line or target audience. Use sidebars. Plus they display more information at a glance (i.e.

Template 100

Template Tips Landing Pages Marketo 100

Ambal's Amusings

JULY 22, 2010

As you complete this exercise for different personas, you’ll begin to see similarities and differences. Blog Modern B2B Marketing Twitter Marketo InboundMarketer. Maria Pergolino is Director of Marketing at Marketo , leading their efforts in adoption of social media channels for brand awareness and demand generation.

B2B Marketing 100

B2B Marketing Planning B2B Trade Show 100

Ambal's Amusings

MAY 27, 2010

When planning for content creation, B2B marketers need to take into account the information buyers need at different stages of the buying process. An additional consideration is the different needs among members of the buying committee—influencers. Feature the white paper on your website and as an email offer.

B2B Marketing 100

B2B Marketing Content Marketing B2B Planning 100

Adobe Experience Cloud Blog

AUGUST 22, 2018

PPC Mistake #2: Not Accounting for User Intent Differences in Search, Social, and Display Campaigns. Even if you are creating a campaign for the same offer on different channels, it shouldn’t be the same. A user searching on Google has a different intent than a user who’s just looking through their Facebook feed.

PPC 107

PPC Advertisements Advertising Campaigns 107

Lake One

NOVEMBER 19, 2020

And more than just creating content like blogs, white papers, and case studies, you’ll need to master SEO, have a social media presence, and don’t forget about email marketing. One of the common marketing challenges is that the marketing team has one viewpoint of what makes a great lead and the sales team has an entirely different one.

Inbound Marketing 68

Inbound Marketing Marketing & Strategy Marketing Strategy Planning 68

Conversica

OCTOBER 9, 2018

If someone downloaded a specific white paper or viewed a video, reference that action in your messages to them. Set up triggers in your automation system that move contacts to different communication buckets depending on how they interact with your content. Behavioral triggers. Always be testing.

Conversion Rate 59

Conversion Rate Email Marketing Marketing Management Marketing AI 59

Biznology

JULY 18, 2016

Personalization can mean a lot of different things in this context. A white paper that takes a deeper dive? You can also step up to more integrated solutions like Hubspot , Pardot , and Marketo. Personalizing content will yield much greater results. A worksheet template? Something else? Tools to Consider.

Enterprise Management 80

Enterprise Management Work Management Top of Funnel Marketing Management 80

The ROI Guy

AUGUST 24, 2018

Shares a copy of the assessment report – We’ve all gotten that follow-up call, “I noticed you downloaded a white paper from our site”. Checkout over 30 different interactive marketing tool live examples for some of the leading B2B brands, each of which leverages this integration: [link].

Marketing Automation Services 45

Marketing Automation Services Lead Scoring Lead Ranking Interactive Marketing 45

SnapApp

MAY 12, 2015

In B2B marketing , assessments can take many different forms–from personality tests like the above to industry-specific readiness assessments, solution configurators, or product pickers. Different types of assessments provide value further down the funnel – “Are you ready for marketing automation?” Content loading. Content loading.

Top of Funnel 59

Top of Funnel Work Management Marketing Automation Services Marketing Management 59

The Point

JANUARY 25, 2012

Here are 7 tips that can make a difference: 1. Information offers (white papers, ebooks, information kits) often work best because they appeal to prospects across a broad segment of the selling cycle. If it’s a white paper, include excerpts, Amazon-type page previews, even reader reviews. Not “learn more.”

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

Schubert B2B

FEBRUARY 5, 2019

The best way to gauge a lead’s level of interest is to set up a lead scoring system using a marketing automation platform like HubSpot or Marketo. For example, you could assign 5 points for an email click and 10 points for a white paper download. A lead scoring system ranks a lead based on the actions they take.

Lead Ranking 81

Lead Ranking Marketing Qualified Leads Sales Qualified Leads B2B Marketing 81

ViewPoint

MAY 30, 2012

Working with a wide variety of clients from tech firms to sports properties and lifestyle brands, Andrew has crafted successful campaigns built around white papers, event-based advertising and sales training materials for clients such as Major League Baseball, Canon, DuPont, SAP, Business Objects, Oracle and many others.

Differentiation 120

Differentiation Tips Top of Funnel Marketing Automation Services 120

Schubert B2B

FEBRUARY 5, 2019

The best way to gauge a lead’s level of interest is to set up a lead scoring system using a marketing automation platform like HubSpot or Marketo. For example, you could assign 5 points for an email click and 10 points for a white paper download. A lead scoring system ranks a lead based on the actions they take.

Lead Ranking 59

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 59

The Point

MAY 11, 2015

Creative is the “secret sauce” that sets one campaign, one white paper, one ebook, one Webinar apart from another. But it’s the creative we deliver – a catchy subject line, compelling visual, attention-grabbing headline, copy that drives action at every step – that more often makes the difference in driving campaign performance.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

Ambal's Amusings

APRIL 29, 2010

Webinars and white papers are two content formats generally considered “meaty” enough for prospects to risk that filling out the form won’t cause unwarranted intrusion into their very busy lives. White papers. Marketo's Modern B2B Marketing. Free content: (Non-gated). Blog posts. Newsletters.

Top of Funnel 100

Top of Funnel Marketing Automation Services Webinar Metrics Content Marketing 100

SnapApp

SEPTEMBER 30, 2015

They linked the distinct traits of different sharks to the personality of audience members who relish any connection to the ultimate predator. You could offer a white paper on the importance of a strong relationship… or you could ask them how they’re doing. What's Your Shark Personality? .

Personalization 48

Personalization Examples Content Marketing Planning 48