Avitage

SEPTEMBER 5, 2012

Your marketing metrics, or your scoreboard, should measure both activity and results. Knowing what questions to ask of your metrics differentiates successful marketing programs from the money pits. Jon’s insights touch upon lead generation, sales productivity, and marketing portfolio productivity.

Marketing Automation Services 120

Marketing Automation Services Buying Cycle Trigger Marketing Marketo 120

Avitage

SEPTEMBER 5, 2012

Your marketing metrics, or your scoreboard, should measure both activity and results. Knowing what questions to ask of your metrics differentiates successful marketing programs from the money pits. Jon’s insights touch upon lead generation, sales productivity, and marketing portfolio productivity.

Buying Cycle 120

Buying Cycle Trigger Marketing Marketo Marketing Automation Services 120

Avitage

JUNE 13, 2012

Content marketing has created a content conundrum. Content marketing is fundamentally about creating buyer relevant, education oriented content, that supports the buying team as they progress through a buying journey. Blogs have emerged as the best way to create for content marketing. They are foundational to this endeavor.

Video Marketing 120

Video Marketing Content Marketing Best Practices Content 120

Avitage

JULY 30, 2012

Marketing momentum in a competitive environment has many similarities. Depending upon spectacular big events to develop marketing momentum is risky and hard to do but not unheard of. The big difference between sports and B2B marketing is timing. The big difference between sports and B2B marketing is timing.

Marketing & Strategy 120

Marketing & Strategy Startups Paid Search Agency Marketing 120

Avitage

MARCH 6, 2013

Take an hour in the next week to objectively assess whether you have created a competitive edge in the way you engage buyers through online content. That is the first competitive battle you have to win. If you are outsold here, you may not get a second chance. You may not even become aware of the opportunity.

Marketing Management 120

Marketing Management Content Marketing Content Vendors 120

Avitage

OCTOBER 10, 2013

As B2B marketers, we have to be careful not to get too caught up in mechanics and focused just on “hard” outcomes we can measure and report. Here is the question for the Engagement topic: Engagement: What most reduces your effectiveness engaging customers to generate leads?

Eloqua 120

Eloqua Webinar Metrics Lead Scoring Lead Ranking 120

Avitage

OCTOBER 10, 2013

As B2B marketers, we have to be careful not to get too caught up in mechanics and focused just on “hard” outcomes we can measure and report. Here is the question for the Engagement topic: Engagement: What most reduces your effectiveness engaging customers to generate leads?

Eloqua 120

Eloqua Webinar Metrics Lead Scoring Lead Ranking 120

Avitage

AUGUST 7, 2013

Too many companies struggle to realize their demand management improvement expectations from investments in marketing automation. Marketing automation initiatives are often considered the next step beyond email marketing. As a result, campaign oriented thinking carries forward and limits the approach and results.

Demand 120

Demand Work Management Microsite Landing Pages 120

Avitage

OCTOBER 10, 2013

Content Marketing Lead Management Marketing and Sales Strategy buyer engagement content strategy Eloqua Eloqua Experience Televerde' I often hear clients talk about engagement as: touches, email opens, click-thrus, […] The post Engagement and Eloqua Experience appeared first on Avitage.

Eloqua 120

Eloqua Webinar Metrics Lead Management Marketing Strategy 120

Avitage

JUNE 3, 2015

First, because in most B2B business models, sales people must still generate 60-90% of leads. They must do this of course, without the legions of content marketers who’s primary day job is to create content, deploy content to well-honed lists and social channels using marketing automation systems and related social media technologies.

Lead Ranking 120

Lead Ranking Content Lead Scoring Sales Qualified Leads 120

Avitage

AUGUST 7, 2013

Too many companies struggle to realize their demand management improvement expectations from investments in marketing automation. Marketing automation initiatives are often considered the next step beyond email marketing. Lead Management Strategy'

Demand 120

Demand Work Management Lead Gen Lead Management 120

Avitage

AUGUST 7, 2013

Too many companies struggle to realize their demand management improvement expectations from investments in marketing automation. Marketing automation initiatives are often considered the next step beyond email marketing. Lead Management Strategy'

Demand 120

Demand Lead Management Marketing Automation CRM 120

Avitage

NOVEMBER 8, 2012

They asked Max Wilson, Director of Marketing, at WE-CAN Technologies, to develop an execution plan, (Chapter One). Lead Management Marketing and Sales Strategy Video Vignettes Channel Content content strategy'

Advertising Channels 120

Advertising Channels Video Marketing Validation Lead Management 120

Avitage

OCTOBER 18, 2016

There are many important reasons for this (please don’t shoot the messenger, not all may apply in your organization): Marketers don’t know what sales people need. Marketers don’t package and deploy content to sales that marketing may be using for lead gen and nurturing.

Lead Gen 120

Lead Gen Content Marketing Management B2B Sales 120

Avitage

NOVEMBER 8, 2012

They asked Max Wilson, Director of Marketing, at WE-CAN Technologies, to develop an execution plan, (Chapter One). Max sent the following email with his recommendations to his boss, Jim Everett VP of Marketing at WE-CAN Technologies, for review. What is the impact on investment requirements, time to benefit, cash-flow, and ROI?

Advertising Channels 120

Advertising Channels Video Marketing Validation Planning 120

Avitage

APRIL 1, 2016

Missing or under-performing customer facing content has a significant impact on strategic business objectives: new customer acquisition and organic revenue growth, sales and marketing productivity and efficiency for lower selling costs, data acquisition and customer experience. Customer facing content is not created on purpose.

Acquisitions 120

Acquisitions Sales Cycle Content B2B Sales 120

Avitage

MARCH 17, 2014

Most business enterprises engaged in B2B selling have adopted content marketing as “the only marketing there is.” ” (Seth Godin) It is reported to be the top B2B marketing priority for 2014. Content marketing has evolved as new tactics. Content marketers have “re-imagined” their content.

Organization 120

Organization Enterprise Management Cross-Selling B2B 120

Avitage

MARCH 29, 2016

Sales people need content to sell In B2B sales, especially a complex, considered or value sale, sales people still generate most of their sales “leads.” As it is for marketers, content is essential to capture prospect attention and generate interest. ” They develop virtually all sales opportunities.

B2B Sales 120

B2B Sales Marketing & Strategy B2B Content 120

Avitage

JANUARY 7, 2015

It’s past time to shift your thinking about your approach to marketing activities as an event, project or campaign, to continuum and process thinking. In my mail yesterday I received my hot-off-the-press copy of Ardath Albee’s new book, Digital Relevance: Developing Marketing Content and Strategies that Drive Results.

Process 120

Process Campaigns Buyer Personas Buyer's Journey 120

Avitage

FEBRUARY 19, 2013

I “watched” last week’s Google+ Hangout lead by the team at Velocity Partners in the UK: Content That Stands Out: A Content Strategy Google+ Hangout. Content Publishing Marketing and Sales Strategy content strategy Google+ Hangout' The link will take you to the recorded show, or click the video image below.

Marketing & Strategy 120

Marketing & Strategy Content Advertising Agencies Google 120

Avitage

JUNE 27, 2015

If you’re a B2B organization pursuing content dependent strategies such as content marketing, automated lead generation and nurturing, sales and channel enablement (among others), you are now in that business. Which means you’re left with all the negatives.

B2B 120

B2B Content Paid Search Agency Lead Ranking 120

Avitage

MARCH 11, 2014

See Robert Rose in Content Marketing Institute.) For marketers, might we say, “caught up in the need to build a brand, generate leads, to respond to tectonic changes in buyer behavior and technology …” Michael Porter on Strategy In his seminal Harvard Business Review article in 1996, What is Strategy?

Marketing & Strategy 120

Marketing & Strategy Enterprise Management Differentiation Work Management 120

Avitage

FEBRUARY 28, 2013

If content is the fuel for inbound marketing then customer stories or insights are the active performance enhancing ingredients. Capturing customer stories or insights can be a challenge for content marketers. Most marketers don’t have first-hand access to customers so they rely on subject matter experts to provide stories.

Acquisitions 120

Acquisitions Barriers Custom Publishing Inbound Marketing 120

Avitage

FEBRUARY 28, 2013

If content is the fuel for inbound marketing then customer stories or insights are the active performance enhancing ingredients. Most marketers don’t have first-hand access to customers so they rely on subject matter experts to provide stories. Trying to find stories when you need them is not easy. Sometimes this works well.

Acquisitions 120

Acquisitions Barriers Inbound Marketing Positioning 120

Avitage

APRIL 9, 2012

We know too well the difficulty of identifying and engaging new prospects in sales conversations (generating leads). ” You have lived the marketing and sales disconnect. Most likely, you never spent any time being accountable for marketing. Most of which you found only marginally useful. And your budgets reflect this bias.

Demand 120

Demand B2B Sales Sales Cycle PR 120

Avitage

FEBRUARY 19, 2013

I “watched” last week’s Google+ Hangout lead by the team at Velocity Partners in the UK: Content That Stands Out: A Content Strategy Google+ Hangout. But a deeply researched piece that educates your target market on […]. Content Publishing Marketing and Sales Strategy content strategy Google+ Hangout'

Marketing & Strategy 120

Marketing & Strategy Content Advertising Agencies Google 120

Avitage

JANUARY 11, 2015

I attended a lead nurturing webinar recently. I’m always looking for insights, especially about how companies are thinking about content to support their many use cases. I also like to experience selling from a buyers perspective. I get many sales prospecting calls, but usually for products or services I could care less about.

Lead Nurturing 120

Lead Nurturing Paid Search Agency Impressions Intent 120

Avitage

MARCH 26, 2012

For marketers who have embraced the publishing mindset in support of inbound and content marketing strategies, execution has emerged as the new barrier to success. Understanding the deeper implications of what it means to think — and create content — like a publisher can lead to a new operational model.

Lead Ranking 120

Lead Ranking Barriers Content Custom Publishing 120

Avitage

FEBRUARY 19, 2013

I “watched” last week’s Google+ Hangout lead by the team at Velocity Partners in the UK: Content That Stands Out: A Content Strategy Google+ Hangout. But a deeply researched piece that educates your target market on. The link will take you to the recorded show, or click the video image below.

Marketing & Strategy 120

Marketing & Strategy Content Advertising Agencies Education 120

Avitage

OCTOBER 9, 2012

Max Wilson, Director of Marketing at WE-CAN Technologies sent the following email to Jim Everett, VP of Marketing at WE-CAN. The first assumption is about the linkage between videos and use cases such as lead generation, nurturing, events, or webinars. This is outdated thinking.

Advertising Channels 120

Advertising Channels Video Marketing Webinar Metrics Advertising Agencies 120

Avitage

OCTOBER 28, 2013

I often see this in organizations when they launch a new product, adopt automated lead management, or deploy other content, social or mobile marketing initiatives. Common Problem It occurs to me that my problem is similar to the challenges many business bloggers face. This is especially true in larger organizations.

Verticals 120

Verticals Work Management Blogger Trigger Marketing 120

Avitage

OCTOBER 28, 2013

I often see this in organizations when they launch a new product, adopt automated lead management, or deploy other content, social or mobile marketing initiatives. Common Problem It occurs to me that my problem is similar to the challenges many business bloggers face. This is especially true in larger organizations.

Verticals 120

Verticals Work Management Blogger Trigger Marketing 120

Avitage

OCTOBER 9, 2012

Max Wilson, Director of Marketing at WE-CAN Technologies sent the following email to Jim Everett, VP of Marketing at WE-CAN. The first assumption is about the linkage between videos and use cases such as lead generation, nurturing, events, or webinars. How Many Videos Do We Really Need? This is outdated thinking.

Advertising Channels 120

Advertising Channels Video Marketing Webinar Metrics Lead Ranking 120

Avitage

MAY 7, 2016

To further refine and define primary focus topics, companies should identify those that support or “lead to” your unique capabilities. […]. This identifies the specific (sub) topics where your company might focus insights and content. It provides keywords that drive automated curation systems.

Marketing & Strategy 120

Marketing & Strategy B2B Curation Content 120

Avitage

MARCH 21, 2013

Lisa Dennis lead a discussion about changing selling behaviors using ideas from Dan Pink’s latest book, To Sell Is Human. One can’t read a marketing article without this as the de-facto starting point. Another terrific Boston SMEI breakfast discussion this morning. Here are my takeaway observations and related thoughts.

Lead Ranking 120

Lead Ranking Vendors B2B Sales Buy 120

Avitage

MARCH 21, 2013

Lisa Dennis lead a discussion about changing selling behaviors using ideas from Dan Pink’s latest book, To Sell Is Human. One can’t read a marketing article without this as the de-facto starting point. Another terrific Boston SMEI breakfast discussion this morning. Here are my takeaway observations and related thoughts.

Lead Ranking 120

Lead Ranking B2B Sales Vendors Buy 120

Avitage

OCTOBER 17, 2012

Consider webinars, enthusiastically rated high by marketers as content and lead generation tools. There is a lot at stake for organizations — especially larger organizations – in terms of productivity impact on individual’s day jobs, customer experience and brand. A video is really a sound track with visuals.

Domain 120

Domain Webinar Metrics Video Marketing Organic Leads 120