B-to-B Labs

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Someone Missing at your Company? The Demand Architect

B-to-B Labs

It’s more than obvious that most B2B marketing departments are feeling the stress of a marketing environment that has changed radically over the past several years. Database Marketing Digital Marketing Automation CMO People StrategyIt’s used to be enough just to have one or two digital folks and perhaps a campaign strategist on the team to achieve some good demand programs results. Not [.].

Creating a Social Content Audit

B-to-B Labs

So how do B2B marketers know that the content we’re pushing out there actually meets the needs of the people we desire to reach. CMO Strategy Content Marketing Digital Planning Social Media StrategyWhile it’s not like we’re completely guessing, do we really ever KNOW for certain that the content that we’re building and promoting is on topic? Do we really get the subtleties of the [.].

Is the White Paper Dead?

B-to-B Labs

These days, it seems like the answer to all content marketing questions today come with a title page and 8-10 pages of slick thought leadership content. It’s no secret that B2B companies are serial white paper abusers. While white papers are perhaps overused and abused by most, our MZ buying study last year pointed out [.]. Digital Lead Management Uncategorized Lead Qualification Strategy

Ready, Set, Go! The Marketing Readiness Assessment

B-to-B Labs

If you had to guess how ready your organization is today for big time marketing transformation, would you know the answer? If you’re like most of us, you’d probably pause for a moment, then either say “Yes, of course&# and then quickly change the subject… or you’d just guess. Either way, changing the way a

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

5 Uh Oh’s of B2B Marketing Transformation

B-to-B Labs

Imagine how unusual it would be to hear your buddy in marketing talking about how smoothly the recent marketing transformation project went. The fact is, this “new&# marketing is [.]. CMO Strategy Database Marketing Industry Leadership Marketing Automation Planning Content Marketing Digital High Tech Lead Generation Strategy TechnologyI’d fall on the floor if I just once heard that the project was delivered on time, on budget and with much LESS effort than anticipated.

A Cheat Sheet for Marketing Automation Maturity

B-to-B Labs

Moving to marketing automation is a evolution, not a revolution. Contrary to how much chatter there is in the B2B marketing world around “new&# marketing tactics, things still happen rather slowly in practice. This is largely dictated by the need for more earned marketing knowledge among B2B marketers, as well as the massive organizational shifts [.]. Content Marketing Database Marketing Lead Management Marketing Automation Planning High Tech Lead Generation Lead Qualification Strategy Technology

4 Useful Social Media Tracking Tips

B-to-B Labs

If you’re using social media as part of your inbound marketing toolkit… great! Content Marketing Lead Management Marketing Automation Social Media Analytics Lead GenerationOne thing I like to think about as the social calendar and content planning is under way is “How are we going to consistently capture data from social to our.com in a way that gains us some valuable insight and/or captures [.].

Marketing Automation: Does the CMO have your back?

B-to-B Labs

One of the most useful organizational hints I’ve heard over the past few years involves making sure that any marketing automation / transformation launch has the appropriate senior level oversight and commitment PRIOR to starting any effort. CMO Strategy Database Marketing Marketing Automation Planning CMO People StrategyI couldn’t agree more and, though an obvious suggestion, I haven’t seen it put into practice much. The statement is [.].

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Getting to know your content… really well.

B-to-B Labs

This is an especially important point to internalize as B2B marketers are putting more pressure on themselves to place just the right content in front of just the right person at just the right time. Content Marketing Digital Planning Lead Generation StrategyAll content is not created equal. Additionally, different pieces of content can have very different purposes and goals. A tall [.].

5 Essentials of Marketing Automation

B-to-B Labs

Doing a webinar today with Steve Woods, CTO at Eloqua on the 5 essentials of marketing automation. Really excited about the content. How can their be only 5??? Well, here’s the top 5 we were most wondering about… Data – having a data plan for both known or unknown data. Capturing fit and engagement is

5 Essentials of Marketing Automation

B-to-B Labs

Doing a webinar today with Steve Woods, CTO at Eloqua on the 5 essentials of marketing automation. Really excited about the content. How can their be only 5??? Well, here’s the top 5 we were most wondering about… Data – having a data plan for both known or unknown data. Capturing fit and engagement is

Is the Aprimo Acquisition a Good Thing for B2B?

B-to-B Labs

So more announcements today in the marketing automation space, with Aprimo now swinging over to Teradata… This has me thinking about what happens to us in the B2B space when one of these tech giants swallow up some of the bigger marketing automation brands that the implementers of this technology are using on the front [.]. Database Marketing

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Is the Aprimo Acquisition a Good Thing for B2B?

B-to-B Labs

So more announcements today in the marketing automation space, with Aprimo now swinging over to Teradata… This has me thinking about what happens to us in the B2B space when one of these tech giants swallow up some of the bigger marketing automation brands that the implementers of this technology are using on the front [.]. Database Marketing

Infographics in B2B

B-to-B Labs

In this age of minimal attention span, the use of infographics is bound to become more and more common/popular, especially among business marketers. Seems like I&# m seeing more examples of creative visualization lately. The ones I’ve seen work seem to have a few things in common: They creatively represent differences in trends, numbers in creative,

Infographics in B2B

B-to-B Labs

In this age of minimal attention span, the use of infographics is bound to become more and more common/popular, especially among business marketers. Seems like I&# m seeing more examples of creative visualization lately. The ones I’ve seen work seem to have a few things in common: They creatively represent differences in trends, numbers in creative,

Content Marketing takes Center Stage

B-to-B Labs

Content marketing in B2B has always been important. However, it seems that in the last few months, content has become the most critical component of any good lead generation program among B2B marketers (creative directors are cringing here…). Why? I believe it’s for two primary reasons: 1. Measurement – In lead generation programs, content became [.]. CMO Strategy Digital Social Media High Tech Lead Generation Lead Qualification Strategy

CMO 0

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Content Marketing takes Center Stage

B-to-B Labs

Content marketing in B2B has always been important. However, it seems that in the last few months, content has become the most critical component of any good lead generation program among B2B marketers (creative directors are cringing here…). Why? I believe it’s for two primary reasons: 1. Measurement – In lead generation programs, content became [.].

CMO 0

B2B Data is now Cool, well kind of…

B-to-B Labs

Getting ready for my mini-session at Forrester’s Marketing Forum in LA next week, I’m giving some thought to my session content with Scott Kosciuk, Director, Marketing Programs at Symantec. Database Marketing Digital Analytics Lead Generation StrategyThe Symantec story is good one in that Scott and team are doing a great job pulling together a large volume of global data, getting it [.].

B2B Data is now Cool, well kind of…

B-to-B Labs

Getting ready for my mini-session at Forrester’s Marketing Forum in LA next week, I’m giving some thought to my session content with Scott Kosciuk, Director, Marketing Programs at Symantec. Tags: Database Marketing Digital Analytics Lead Generation Strategy The Symantec story is good one in that Scott and team are doing a great job pulling together a large volume of global data, getting it [.].

Assessing the Business Value of Social Media

B-to-B Labs

I guess it’s not surprising that marketers still find themselves justifying social media spend/plans to others in their organization. Given the education that still needs to take place in the medium, as well as the future evolution of tools, processes and experience of end users interacting with different social options, we’re bound to need more [.]. Digital Planning Social Media Uncategorized Analytics CMO Strategy

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. Generate more leads. Better leads. And content fuels it all

Framing up Social Media Measurement

B-to-B Labs

That’s the question that marketers are nervously asking as they are now trying to justify spending money in this medium. So how can we measure the effectivness of our social media efforts? As we seem to have dabbled as much as anyone in this space… in a detailed, in the trenches way… I thoughts I’d [.]. Planning Social Media Analytics Digital Lead Generation Strategy Twitter

Framing up Social Media Measurement

B-to-B Labs

That’s the question that marketers are nervously asking as they are now trying to justify spending money in this medium. So how can we measure the effectivness of our social media efforts? As we seem to have dabbled as much as anyone in this space… in a detailed, in the trenches way… I thoughts I’d [.].

Assessing the Business Value of Social Media

B-to-B Labs

I guess it’s not surprising that marketers still find themselves justifying social media spend/plans to others in their organization. Given the education that still needs to take place in the medium, as well as the future evolution of tools, processes and experience of end users interacting with different social options, we’re bound to need more [.].

Things I really need (the social media version)

B-to-B Labs

A growing list I’m keeping of things that every integrated marketer needs when moving into social media. Caution… not meant to be comprehensive. Here are some thoughts. Add to the list!… … Content – This is really what it’s all about… Smart, honest linkable content to drive followers from micro-blog to a deeper experience inside and [.].

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs

When not to invest in CRM

B-to-B Labs

Tags: CMO Strategy CRM Database Marketing CMO Strategy

The Best Content Marketing Examples

B2B Marketing Insider

Last year we published 99 Amazing Content Marketing Examples. But if you are you looking for the best content marketing examples you’ve come to the right […]. The post The Best Content Marketing Examples appeared first on Marketing Insider Group. Content MarketingThere were actually 106 examples there but “99+” felt better.

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

Tony Zambito

Depending on which statistics you read, the common thread in the past few years has been that content marketing effectiveness has been declining. To me, that is what content marketing can become for some organizations. A grand illusion bought into and often promoted as an unquestioned element of marketing. Illustration by Hea Poh Lin. Produce high-quality content, yes.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing. Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with customers. by Delwar Hossain.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

The Perfect Customer Marketer Job Description

Influitive b2b

Customer marketing is on the rise. According to Koyne Marketing’s 2017 State of Customer Marketing Report, 93% of organizations agree that customer marketing is important or very important to their revenue, and more than two-thirds are planning to boost their investment in customer marketing over the next year. In spite of this, many organizations still.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

The annual Content Marketing Institute and MarketingProfs B2B Content Marketing Benchmark Study 2016 is quite startling. Perhaps not as drastic as the Dow falling by 8%, but to see the percentage of marketers who believe their content marketing was effective drop to 30% from 38% in one year is a revelation. While, 47% of the least effective content marketers did not.

5 Smart Ways to Automate Your Marketing

Act-On

It’s a common challenge for marketers today. You want to be like Johnathan Cordeau, the Director of Marketing for Response Mail Express (RME). Marketing automation. Many companies start with a marketing automation pilot program. Writing a massive 40-page marketing automation plan is great, but sometimes it’s better to jump in and fail fast. You’ll need to visualize your marketing systems as a whole. In some ways, the hardest part of marketing automation is to keep things simple. That reassessment could affect all your other marketing initiatives.

Manufacturing Content Marketing Trends and Challenges

Industrial Marketing Today

For the past four years, I have downloaded and read research reports on Manufacturing Content Marketing in North America published by the Content Marketing Institute (CMI). I believe 2014 was the first year that CMI published its annual Benchmarks, Budgets, and Trends report specifically for B2B manufacturing content marketing. This is only a content summary.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful