Anything Goes Marketing

NOVEMBER 19, 2006

Have you created a white paper for your organization in order to generate leads? If you have, there are some great tips that Michael Stelzner has just written about in an article Getting The Most From Your White Paper Marketing. Warm them up to the idea of registration with some "meat" from the white paper.

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Paper Lead Generation Auto Responder Generation 100

Martech

DECEMBER 8, 2021

“The buyer process is changing a lot and it’s not going back to the way it was. With the buying process not heavily digitized and with people working remotely on a range of devices, lines are blurring between B2C and B2B buying behaviors. We have to meet them where they are and how they want to show up in the buying process.”

Account Based Marketing 73

Account Based Marketing Buy Process Marketing Automation Services 73

FunnelEnvy

MARCH 18, 2024

For example, a “Tech-Savvy Marketing Manager” might prefer informative white papers or video-driven in-depth webinars. In addition, the COVID-19 pandemic acted as a significant catalyst for adopting remote and automated sales processes. They may be checking out blog posts, white papers, and webinars.

Buyer Personas 57

Buyer Personas Marketing AI Ideal Customer Profiles Webinar Metrics 57

ClearVoice

NOVEMBER 1, 2022

If your content does not provide the information they are looking for in their stage of the buying process, you may get overlooked for another company that has provided the content that aligns with their current needs. Trying to make a sale too early in the process can often turn potential customers away.

Buy 59

Buy Process Webinar Metrics Marketing & Strategy 59

B2B Marketing Directions

DECEMBER 20, 2020

Gartner's Marketing Data and Analytics Survey 2020 found that a majority of senior marketers (CMOs and VPs of marketing) are disappointed with the results they have received from their analytics investments. These research findings show that marketing performance measurement is still very much a work in process.

Multi-Touch Attribution 98

Multi-Touch Attribution Advertising Agencies Forrester Paid Search Agency 98

Martech

JUNE 28, 2022

Marketers play a large, proactive role in the buying-selling process to generate revenue across the entire buyer lifecycle – from generating a new customer, to contract renewal, to solution expansion and cross-sell/upsell. The B2B buying process has gone primarily digital; most B2B sellers and teams have not. We know the facts.

Marketing Automation Services 106

Marketing Automation Services Work Management Marketing Analytics Tools Marketing Attribution 106

Biznology

AUGUST 30, 2018

“Much like sales enablement, sales organizations must focus on what we call ‘buyer enablement’ ” Gartner research indicates that two-thirds of any B2B buying journey is devoted to “gathering, processing and de-conflicting information.” Interactive Buyer Enablement Video. Like this post?

Video Marketing 120

Video Marketing Gartner Case Study Case Studies 120

Vision Edge Marketing

APRIL 19, 2018

Investment in Marketing Technology (Martech) remains strong based on the Gartner CMO 2017-2018 spend survey which found that Marketing leaders are allocating 22% of their expense budget to martech. Are the customers struggling with quality issues, compliance, streamlining processes? What are the customers’ biggest business challenges

Marketing Automation Services 192

Marketing Automation Services Allocation Planning Budget Programs 192

Martech

NOVEMBER 11, 2021

Director of Platform Product Marketing at ON24, while speaking at our recent MarTech conference, pointed to a Gartner report that found B2B buyers spend just 17% of their entire purchase journey with sales representatives. This makes marketers’ online customer engagement more important now than ever. Elena Hoffman, Sr. ” Image: ON24.

Webinar Metrics 114

Webinar Metrics Classified Ads Lead Scoring Lead Ranking 114

Heinz Marketing

MAY 29, 2023

Matt: People probably don’t know your background– you’ve spent years at CBE which became Gartner and then years at Challenger and are now running The Brooks Group. Spencer: Well, it’s interesting, because we spent a long time, we did this work at CBE, we did a Challenger Gartner looking at buyer behavior.

Ideal Customer Profiles 98

Ideal Customer Profiles Enterprise Management Gartner B2B Sales 98

6sense

APRIL 13, 2016

“When Gartner first wrote about predictive lead scoring in August 2014, the practice was still in its early stages.” In their March Tech Go-to-Market report, Gartner notes that “predictive lead scoring is now a “must have” for B2B technology marketing leaders with high volumes of leads from inbound channels and events.”

Lead Ranking 48

Lead Ranking Gartner Marketing Qualified Leads Marketing Report 48

NuSpark Consulting

SEPTEMBER 7, 2016

As Gartner reported in Flipping to Digital Leadership: The 2015 CIO Agenda , digitalization has become the muscle that transforms businesses. Gartner forecasts that IT budgets will remain flat in 2016. iii] Gartner. Gartner Worldwide IT Spending Forecast. So what’s going on in the life of today’s CIO? Here’s why.

Sales Qualified Leads 100

Sales Qualified Leads Gartner B2B Thought Leadership Barriers 100

B2B Marketing Directions

JUNE 18, 2023

When a survey uses a representative sample, the survey report should include a detailed explanation of the sampling process in the description of the survey methodology. The principles discussed here also apply to other types of long-form research-based content such as white papers and eBooks. Illustration courtesy of epictop10.com

Customer Surveys 52

Customer Surveys B2B Thought Leadership Sample Thought Leadership 52

FunnelEnvy

DECEMBER 26, 2022

Other data shows meetings with potential suppliers now represent a relatively small portion of the B2B purchasing process: Gartner research says B2B buyers spend only 17% of the purchasing process on meetings with potential vendors. . Click To Tweet. Finally, remember to include a personal touch in each funnel stage.

Top of Funnel 76

Top of Funnel Marketing Automation Services Optimization Generation 76

ANNUITAS

APRIL 20, 2020

It helps connect with customers in their buying process and it helps drive demand. in 2019 according to Gartner — it’s becoming more and more important for marketing to demonstrate its value in order to secure the budget necessary to be effective. Content works. If no one’s asking for it, why care?

Elasticity 147

Elasticity Effectiveness Marketing Budget Top of Funnel 147

Valasys

JANUARY 17, 2020

According to Gartner, Customer Experience Management (CEM) is the practice of designing & reacting to customer interactions to meet or exceed their expectations, leading to greater customer satisfaction, loyalty & advocacy. According to a report by Gartner, B2B marketers generate a meager of 19.4%

B2B Marketing 64

B2B Marketing Marketing AI Marketing Management B2B 64

NetLine

MARCH 6, 2024

Gartner reminds us that marketers shouldn’t be developing an ICP just for the fun of it : “ICP development is not an academic exercise. Competitor Engagement: In a perfect world, potential buyers would go to your website, have a look at what you have on offer, and immediately decide to get in contact with sales to start the purchase process.

Ideal Customer Profiles 52

Ideal Customer Profiles Intent Data Buyer Need Intent 52

Madison Logic

JULY 20, 2023

According to Gartner, a typical buying committee for a complex B2B solution consists of six to ten decision-makers , each armed with their own set of four or five independently gathered pieces of information. It’s a collaborative process that ensures everyone’s insights are considered, leading to a unified choice.

Buy 52

Buy Top of Funnel Account Based Marketing Multi-Channel 52

Heinz Marketing

MAY 29, 2023

Matt: People probably don’t know your background– you’ve spent years at CBE which became Gartner and then years at Challenger and are now running The Brooks Group. Spencer: Well, it’s interesting, because we spent a long time, we did this work at CBE, we did a Challenger Gartner looking at buyer behavior.

Ideal Customer Profiles 59

Ideal Customer Profiles Enterprise Management Gartner B2B Sales 59

Content Standard

MAY 5, 2021

Even so, there’s always room for improvement: marketers report that they sometimes struggle with lengthy onboarding processes, for example, and they find freelance writers don’t always deliver on the intended purpose behind an article. Simplify the onboarding process wherever possible. Here’s what they had to say.

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SME Case Studies Paid Search Agency Intent 111

Exo B2B

JUNE 26, 2023

Let me start by quoting a Gartner study on the power of content in the customer journey. 1- Optimize what you already own Rather than going through the lengthy process of creating new content, why not start by optimizing what you already have? Read blog posts, eBooks, white papers, case studies and more.

Marketing AI 52

Marketing AI B2B Marketing Optimization Content Marketing 52

Golden Spiral

APRIL 18, 2019

official publication of AHIMA featuring multiple articles published daily, white papers, and resources for patients and caregivers. It focuses on people, process, technology, governance, risk, and compliance. more than 2,880 original computer security white papers in 109 different categories, as well as analyst papers.

Work Management 102

Work Management Marketing Management Research Organization 102

Heinz Marketing

MAY 29, 2023

Matt: People probably don’t know your background– you’ve spent years at CBE which became Gartner and then years at Challenger and are now running The Brooks Group. Spencer: Well, it’s interesting, because we spent a long time, we did this work at CBE, we did a Challenger Gartner looking at buyer behavior.

Ideal Customer Profiles 52

Ideal Customer Profiles Enterprise Management Gartner B2B Sales 52

Onalytica B2B

JANUARY 8, 2019

And the buying process needs to be made as easy as possible. For me, MPM is a strategy and process for B2B marketers to measure revenue results, budget performance, and to provide guidance to help the business succeed in the future. Our survey data from Heinz Marketing and other sources like Gartner and the CMO Council confirms this.

Marketing Budget 108

Marketing Budget Budget Programs Demand Generation Agencies Work Management 108

Marketing Insider Group

JULY 5, 2015

It is critical for content marketers to find and build their credibility and articulate their value proposition to collect their customers’ relationship currency – and shorten the buyer’s journey and the sales process! Gartner Research). What if they had access to better content earlier in their decision-making process?

B2B Thought Leadership 100

B2B Thought Leadership Landing Pages Content Gartner 100

Porch Group Media

MARCH 16, 2021

71% of Americans would rather interact with a human than a chatbot or some other automated process. A Gartner CMO study found that 68% of CMOs intend to increase spending on martech, and digital initiatives are expected to account for 80% of multi-channel budgets. Only 38% of U.S.

Statistics 59

Statistics Ideal Customer Profiles Marketing Automation Services Multi-Channel 59

nDash

MAY 26, 2022

For example, Gartner’s research reveals that 44% of millennials prefer not to work with sales reps in the B2B space – suggesting that there are swift moves toward digital channels and away from in-person interactions. eBooks, guides, and white papers. Video tutorials and live streams. Meet Expectations.

Work Management 52

Work Management Marketing Management Marketing Automation Services B2B Marketing 52

DealSignal

NOVEMBER 9, 2022

Lead enrichment is the process of finding and adding important information to your lead records in order to keep your data accurate and focus your targeting efforts. Continue reading to learn more about this process. The process of collecting and verifying lead information is called lead enrichment. Why Enrich Leads?

Ideal Customer Profiles 52

Ideal Customer Profiles Lead Scoring Lead Ranking Sales Qualified Leads 52

Modern B2B

OCTOBER 11, 2019

Rewind 10 years and you’d see B2B marketing budgets being spent on events and meetings – fill the top of the funnel and then let the sales team walk that lead all the way through the process until contracts are signed. Which is no surprise given how millennial buyers are skeptical of sales reps and the sales process.

Top of Funnel 45

Top of Funnel B2B Gartner Digital Marketing Funnels 45

Heinz Marketing

FEBRUARY 7, 2022

I think I met you when you were at an agency, you were at Topo for a while, then obviously at Gartner post-acquisition and Six Sense is doing something I expect more companies to do, which is basically building an analyst expertise in house between yourself and Carrie Cunningham, super smart to be doing that. It’s not a hand raise.

Top of Funnel 52

Top of Funnel Marketing Funnels Lead Ranking Ideal Customer Profiles 52

nDash

DECEMBER 14, 2020

I believe my team outperformed all others at Gartner Digital Markets at Capterra because they were encouraged to stay curious, test new ideas, reflect, and iterate. I’ve written various types of content including blog posts, white papers, articles, case studies, eBooks, and website copy. Natural language processing .

Marketing Budget 52

Marketing Budget Budget Programs Enterprise Management Marketing Budget Creation 52

Marketing Craftmanship

MARCH 27, 2013

The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. White papers jumped the shark when they became paid content.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Strategic-IC

SEPTEMBER 17, 2022

Today’s buyer has a wealth of information at their fingertips: reports, blogs, review sites, display advertising, podcasts, white papers, etc. To build those strong relationships with current and future customers and help them to simplify their product research - what has been termed ‘Sensemaking’ by Gartner.

Account Based Marketing 62

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 62

Albacross

NOVEMBER 4, 2021

In this article, we will cover every aspect of intent data and guide you through the process of how to use it to give the insights needed for the revenue team to accelerate the growth. Buyers are searching for your products before they come inbound – reading a blog post, downloading a white paper, and checking similar use cases online.

Intent Data 52

Intent Data Ideal Customer Profiles Intent Buyer's Journey 52

B2B Marketing Directions

AUGUST 27, 2017

By eliminating the waterfall stages that focused on the sources of individual leads and on the "ownership" of demand generation activities, the new waterfall implicitly recognizes that demand generation has become a team sport that involves marketing, business development, and sales throughout the whole process.

Demand 40

Demand Work Management Intent Data Features 40

Ambal's Amusings

JANUARY 21, 2010

If marketers want to overcome this roadblock, they need to create programs to match their prospects’ needs at every stage of the buying process. Seamus' passion for sales, sales process and excellence enabled him to develop a platform that "finds, cares and feeds" prospects until they are ready to buy. MarketingSherpa.

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Marketing Leads 100

The ROI Guy

MAY 6, 2010

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. Tom then served Gartner as a Managing VP.

Work Management 40

Work Management Marketing Automation Services Marketing Management ROI 40