Biznology

JANUARY 19, 2018

Michael Brenner was SAP ’s pioneer in developing the powerful Internet marketing strategy of building a website community to serve the information needs of top-of-the-funnel business buyers, to generate leads and “own the category.” Hats off: Marketo is well-established there now. Quotable quote: “Process is everything.”

Top of Funnel 166

Top of Funnel B2B Marketing Lead Ranking Digital Marketing Funnels 166

Biznology

JULY 26, 2017

Enli is the market leader and always looking for ways to maintain their lead. So here we are at the bottom of funnel, and an opportunity has emerged. But in the new world of ABM, we jump on opportunity across the funnel. Together, we merged the marketing and sales funnels. How long have you been migrating to ABM at Enli?

Top of Funnel 164

Top of Funnel Account Based Marketing ABM Lead Ranking 164

Biznology

AUGUST 17, 2018

The theme of the conference was “Humanizing B2B,” which leads me into my observations from the day. ABM is being adopted widely, but it’s not a replacement for the traditional demand generation funnel. The opening keynoter was Sangram Vajre, co-founder of Terminus and its chief evangelist.

Account Based Marketing 116

Account Based Marketing ABM Conference Tips 116

Biznology

JULY 18, 2016

In today’s B2B world, your prospects don’t want to hear from you until much later in the buying process, so attracting, engaging and nurturing them until they’re ready to talk to a sales person is no longer a nice way to supplement the top of your funnel. Those prospects should get a CTA that leads them to the next step of engagement. (A

Enterprise Management 80

Enterprise Management Work Management Top of Funnel Marketing Management 80