Sat.Feb 21, 2015 - Fri.Feb 27, 2015

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Will New Marketing Automation Tools Let Sales Climb Back Up The Funnel?

Customer Experience Matrix

'Trends are signposts of the future: they point to where we’re headed. But the signposts are unreliable because trends are often interrupted – the classic example being the “ Great Horse Manure Crisis of 1894 ”, when experts predicted that major cities would soon be buried beneath horse droppings. I’m beginning to suspect the much-cited trend of marketing playing a larger role deeper into the sales funnel has reached a similar peak.

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A/B Testing: How adding a second CTA increased clickthrough 291%

markempa

'Tweet How do you serve “ready to buy” customers and “just looking” prospects on the same page? You don’t want to alienate one group while speaking to the other. However, you still need to offer both sets of customers the next step they need no matter their level of interest. To answer that question and more for one B2B SaaS nonprofit, Jon Powell, Senior Executive Research and Development Manager, MECLABS Institute, worked with Shari Tishman, Director of Engagement, and Lauren Wagner, Senior Man

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When Bad Things Happen to Good Leads - Part 2

ViewPoint

'In part 1 of this series we discussed the troubling statistic that 70 – 94% of leads generated by marketing are ignored by sales. Part of the problem is the misuse of valuable data that results from marketing contact. The first type of data we’ll look at is what we call the “pipeline” disposition*. A “pipeline” disposition is a prospect that is just one or two touches away from being converted to a sales-ready lead.

Leads 238
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Why Personas Fail

Cintell

There’s plenty of fervor around the need for buyer personas; so why do some fail to deliver real value? From where I sit, we have entered a new phase in the evolution of buyer persona maturity in marketing– or maybe this has been the phase we’ve been stuck in ever since the phrase “buyer persona” was first coined years ago, first in the design movements of the 90’s, and later into marketing and sales.

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WorkCast's Ultimate Webinar Handbook 2024

Elevate your webinar game with WorkCast's Ultimate Webinar Handbook! Packed with insights from our seasoned webinar experts, this comprehensive guide is your go-to resource for mastering the art of B2B webinars. Learn the fundamentals, from defining webinars to exploring their benefits and diverse use cases. Discover the key elements of running a successful webinar, avoiding common mistakes, and making your sessions more engaging.

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Could Event Marketing Be Your B2B Golden Ticket?

KoMarketing Associates

'If you are running out of ways to use your marketing budget in a manner that is worth your while, consider hosting a small conference or after work event. Utilizing events to market your company and its product or services can be not only be an extremely great opportunity to network with new clients, it can allow you to become a stronger influence on your community and industry.

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When Bad Things Happen to Good Leads - Part 1

ViewPoint

'There will be a ton of ink (and cyber ink) dedicated to lead nurturing this year. Most of it will be about using marketing automation to nurture leads. In and of itself, marketing automation is not a bad thing. More accurately, it’s a good thing being used badly by most companies. But that’s not what this blog is about.

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2 Sure-Fire Ways to Inspire Your Blog Writing

Writing on the Web

'A few years ago I polled readers and asked what their biggest blogging challenge is. Turns out, it’s not lack of time, it’s lack of inspiration. Does your blog writing lack inspiration? Is it hard to get really fired up when starting to write a post? I get that. When I was just starting out as a blogger (was that really over 15 years ago?!) I could just feel that screen staring right back at me.

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6 More Search Marketing Tactics for Manufacturing and Industrial Marketers

KoMarketing Associates

'A while back we detailed several tactics B2B manufacturers and distributors should consider when seeking to improve their visibility in search engines and social communities. It is encouraging to note that all but one of those tactics remains relevant more than half a decade later, albeit with a few modifications to specific steps or updated resources.

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Does Marketing Get No Respect?

Marketing Insider Group

'How Marketing Can Drive More Customers, Better Experiences and Great Products. Marketing has a marketing problem. Ask most people to define what marketing is, and the answer will almost always come down to some form of a definition that is more closely related to advertising. Not that there is anything wrong with advertising. Advertising is an effective technique for any business that can afford it.

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Are Your Impact Comms Resonating With Stakeholders?

Whether your organization is at the start of its sustainability and impact journey or years into it, many brands share a common concern: the uncertainty of whether they are sending stakeholders mixed messages. Creating content that speaks to your audience's “love language” can be a tricky dance. But, worry not! 3BL has put together tips to ensure that your content not only finds its rhythm but also resonates with your target audiences.

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Shape the B2B Barometer

Savanta

'The B2B Barometer has been a consistent feature of the B2B landscape since 2009. Now it’s evolving and you can shape its future. The B2B Barometer was designed as a ‘state of the nation’ study. At a macro-level this gives a measure of our industry’s health and reveals key trends. At a micro-level it gives you a sense of how your approach to marketing compares to that of your peers.

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Upside Down on Marketing Priorities

ANNUITAS

'Regalix Research recently published their State of B2B Marketing 2015 report. The report detailed the budgets, priorities, digital and offline channels and the content preferences of B2B marketers. According to those who responded to the survey the top five objectives were as follows: Increase In Revenue: 67%. Increase Leads Generated: 65%. Increase in Sales: 63%.

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5 ways a content audit can drive new traffic and save you time

Biznology

'Yesterday’s Biznology webinar with Heather Lloyd-Martin was about how to use a content audit to help re-purpose your website content. If you missed it, check out the recording now. Please note: We had some technical difficulties, and the sound doesn’t start until about the :35 mark. Feeling like you’re stuck in a never-ending content creation hamster wheel?

Traffic 169
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Jamie Barnett, Netskope CMO: How to Earn Trust and Get Buyer Attention with Thought Leadership

Crimson Marketing

'In the fast paced world of technology marketing, it’s challenging to convince potential buyers to pay attention to you. Buyers may not even know that you exist, and they certainly do not want to hear from your sales people! They do, however, crave information and best practice that can help them to stay on top of their game. This is why technology marketing professionals must invest in providing valuable thought leadership to the market early and often.

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The Resurgence of Direct Mail as a Growth Marketing Strategy

Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service

Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.

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Failing at Paid Search? Maybe You’re Just Measuring It Wrong.

The Point

'The lack of an appropriate and complete tracking system is one of the most common errors, or omissions, that B2B marketers make in setting up a paid search program. It’s easy to see why. Google, for example, provides basic tracking services – impressions, clicks, cost per click – automatically and at no charge as part of their default set-up. Going beyond that basic set-up, a critical step in being able to gauge the true success of any search campaign, requires a modest investment in time and r

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Why The Most Effective B2B Marketing Tactic May Surprise You

B2B Marketing Traction

'With all the news and hype about content marketing these days, you would think it’s one of the most effective marketing tactics for B2B marketing, if not the most effective. But, it’s not. I spent quite a bit of time going through the results of a recent survey of B2B Marketers by the Content Marketing Institute (CMI) and Marketing Profs sponsored by Brightcove.

Tactics 156
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7 more ways you can recycle old content

Biznology

'Want to do more with the content you already have? Recycle it! These seven tips will help you leverage your old contend, save time on content creation, and drive new traffic to old pages. Want to do more with the content you already have? Recycle it! I discussed content recycling (and shared five recycling tips) in a 2014 blog post. If you’re an overwhelmed content creator, content recycling allows you to leverage the power of your old content in new and traffic-driving ways.

FAQ 161
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#BADMarketing from Nova Schin

Crimson Marketing

'Nova Schin is a non-alcoholic beer made in Brazil. This ad grabs our attention for all the wrong reasons. #BADMarketing. Image: Courtesy of Lady Ivory Blog/Nova Schin . The post #BADMarketing from Nova Schin appeared first on.

Ads 159
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The AI-Enabled CMO: Practical Tips for Today's B2B Marketers

Speaker: Paul Slack, Vende Digital CEO

On October 11th, understand how to navigate the AI landscape confidently, turning insights into groundbreaking strategies that set you apart. Why attend? You'll learn: Practical applications/Use cases How to find and assess the right AI technology Prioritizing quick wins Mastering prompt engineering Solving marketing challenges efficiently Strategies to launch pilot programs Case studies of B2Bs building smarter businesses with AI Exclusive bonus content: Actionable frameworks to get started qui

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Two Things That Destroy Strategy

ANNUITAS

'There are a multitude of things that can destroy a Demand Generation Strategy, but the two biggest culprits are having a short-term vision and lacking alignment with sales. Here’s why you need to avoid them at all costs. Short-Term Vision. Building a perpetual demand generation program almost always involves quite a bit of change management within an organization, not to mention the building of new content and most likely, some data cleansing and new technology integration.

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7 Ways to Get Better Results from Your B2B eNewsletter

B2B Marketing Traction

'You send a regular eNewsletter, but are you getting results? Read this post to find out how to increase the return on your investment in time and money on your newsletter. 1. Set clear objectives for your eLetter. What do you want to accomplish with your eLetter? You can achieve many different objectives with an email newsletter. Provide news about your company and employees?

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3 Rules for Better Video Marketing

Convince & Convert

'Image via BigStockPhoto.com. Video consumption continues to skyrocket amongst online audiences. In fact, 43 percent more videos were watched online from 2013 to 2014. That’s 38.2 billion videos in 365 days. Those are some staggering numbers, and most marketers are starting to appreciate that numbers like these translate to huge opportunity when shifted into a business context.

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What is Digital Darwinism and How Does It Affect Your Brand?

Crimson Marketing

'The researchers over at McKinsey “have been studying the relationship between the level of digitization across the consumer’s decision journey and the likelihood that a consumer will select a brand after considering and evaluating its qualities… The research paints a vivid picture of the factors involved in a consumer’s purchase choice (also known as brand conversion),” and what many call Digital Darwinism: . “Competition among brands is steadily increasing as branding c

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How to Stay Competitive in the Evolving State of Martech

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

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Marketers Will Define Company Strategy

Adobe Experience Cloud Blog

'Author: Sanjay Dholakia We’re living in a Marketing First world. If you haven’t yet experienced this shift for yourself—bear with me; it’s coming. Over the past few weeks, I’ve dug deeply into the results of “ The Rise of the Marketer ,” a survey from the Economist Intelligence Unit on behalf of Marketo, to highlight some of the study’s key insights.

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Prospecting Fatigue: The True Death of a Salesman

Zoominfo

You just spent 30 minutes researching your prospect; calling him and leaving him a voice message, then you sent THE PERFECT EMAIL. It was so perfect that the prospect has to respond- you talked about what their CEO said in his annual report, you knew a project he was currently working on, and you outlined other customers in his space that you work with.

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Your 16-Point Content Publishing Checklist

Convince & Convert

'I love checklists. They break down very detailed processes into actionable, step-by-step items. I try to create them for every recurring project I do so I don’t miss a beat when the task comes around again. The same goes for publishing content. With so many moving parts that take place even before you press “Publish,” a checklist can seriously come in handy.

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Top 5 Business Challenges for Management Consulting Firms

Hinge Marketing

'Anyone in the management consulting industry knows that today’s firms face a host of business challenges, some age-old and some brand new. The forces driving change are many and various. Disruptive technology, the rise of new business models, and the pressures exerted by intense global competition are transforming the marketplace. At Hinge, we wanted to build a focused understanding of the top issues that are occupying firms in 2015 – and what that means for the industry at large.

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What Regulations Will Impact Sustainability Comms in 2024?

Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission

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3 Ways to Be Your Customers’ BFF

Adobe Experience Cloud Blog

'Author: Amanda Nelson The first step to marketing automation success, or really just marketing success, is understanding your customers. It’s about putting yourself in the shoes of your customers, and having the empathy for your customers. I’m still surprised by how many marketers have never actually talked to a customer. Understanding your customers allows you to create accurate personas, which helps you target your customers based on specific categories.

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Why WordPress Is The Secret Ingredient To Your Success

EMagine B2B Blog

'Over and over again I hear our B2B clients and others tell us they want to use a CMS provider for their website that is not only powerful but also easy to use. While there are many platforms companies can use, like Drupal and Joomla… over and over again, I find our developers praising WordPress. As eMagine’s Marketing Manager, I wanted to know, why WordPress?

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How to Leverage the New Twitter Partnership with Google

Convince & Convert

'Image via BigStockPhoto.com On February 4, Bloomberg broke the news about a deal between Google and Twitter , allowing tweets to appear in Google’s search results as soon as they are posted. This immediately led to a great deal of speculation and discussion about what the deal meant. In today’s post, I am going to delve more deeply into this topic, as it’s big news for people who are active in Twitter, or who are actively implementing SEO.

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