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.  It’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 [.]. Database Marketing Digital Marketing Automation CMO People Strategy

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

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more

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.  I couldn’t agree more and, though an obvious suggestion, I haven’t seen it put into practice much. CMO Strategy Database Marketing Marketing Automation Planning CMO People StrategyThe statement is [.].

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.  A tall [.]. Content Marketing Digital Planning Lead Generation StrategyAll content is not created equal. Additionally, different pieces of content can have very different purposes and goals.

Evangelizing a Content Marketing Program

Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI. Conclusion 25 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 “ Content marketing is the atomic particle of all the. rest of a brand’s marketing campaigns.” of marketing legend. content marketers are faced with a task of consistently. brands.

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

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

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

Study: How Much of Your Content Marketing Is Effective?

Marketing is Effective? 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. billion dollars on content marketing this year, and that number is growing fast. As marketers dedi- cate more and more of their budgets to content, we wanted to understand more about where their. marketing.

Infographics in B2B

B-to-B Labs

Seems like I&# m seeing more examples of creative visualization lately.  In this age of minimal attention span, the use of infographics is bound to become more and more common/popular, especially among business marketers.  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

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 [.].

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 [.].

Staffing and Launching Your Content Marketing Program

Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. Conclusion 35 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 On the evening of March 2, our content/marketing team. Platforms,” “7 Keys to SEO for Content Marketers,” and. What’s the Difference Between B2B and B2C Market- ing?” Marketers are humans too.

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

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.  As we seem to have dabbled as much as anyone in this space… in a detailed, in the trenches way… I thoughts I’d [.]. So how can we measure the effectivness of our social media efforts?  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.  As we seem to have dabbled as much as anyone in this space… in a detailed, in the trenches way… I thoughts I’d [.]. So how can we measure the effectivness of our social media efforts? 

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Marketing. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this. marketing technology into a seamless process. YOUR CONTENT MARKETING IN 2015.

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 [.].

When not to invest in CRM

B-to-B Labs

Tags: CMO Strategy CRM Database Marketing CMO Strategy

20 Tremendous Digital Marketing Stats and Facts

Webbiquity

Digital marketing budgets continue to rise, often at the expense of offline advertising spend. But digital marketers must continue to evolve practices as they strive to make their content an asset, rather than an annoyance, to prospective buyers. Spending on digital marketing is projected to increase by 12% to 15% on average. General Digital Marketing Stats. 1. combined.

Stats 162

Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

If you are a CMO or a marketer and you find yourself having a sudden realization that perhaps you are not quite sure of the differences, you will be in a lot of good company.  The value of customer segmentation is it can tell you where to point your marketing and messaging.  And, it can help gauge the size of a market opportunity. Confusion by Adam Gale. Customer Segmentation.

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.  

Marketing Hacks: 10 New Ways to Use Your Marketing Automation Platform

Act-On

True or False: Modern marketing departments are dominantly focused on demand generation activities? While this may come as a surprise to the hordes of demand generation groupies using marketing automation, the truth is that 87% of companies spend more time in other functions of marketing than demand gen. Marketing is easy to overcomplicate. But that’s changing.

Informed Customer Understanding Should Guide Marketing

Tony Zambito

At the start of every year, CMOs and their teams can be besieged by proclamations of the three, four, five, or six things that they must do to succeed in marketing.  One thing that is clear is the dynamics of markets, customers, and sellers continue to unfold in new ways.  For example, one shiny object has been content marketing.  What Should Guide 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.

Three Things Smart B2B Marketers Will be Doing in 2016

Webbiquity

What will successful B2B marketers to be doing more of, or differently, in 2016? That question was recently posed to the expert contributors at the B2B Marketing Zone , and two dozen responded with a range of insights about content marketing, measuring results, employee advocacy, customer experience and other topics. Marketing Technology is Worthless Without Training.

B2B 167

ABM & the Marketing Hype Cycle

The Point

The none-too-subtle implication, of course, was that Account-Based Marketing (ABM) isn’t new, and that B2B marketers have been developing, and executing, Account-Based Marketing strategies and programs for some time, if only in different forms and under a different name (e.g. Say what you want about us marketers, we love our bright shiny objects. Which is true, sort of.

Fast Growth Marketing: From 0 to 500,000 Users

B2B Lead Generation Blog

How can you drive fast growth with marketing? It’s used by all business professionals, but our biggest participants are sales and marketing folks that really need to keep their finger on the pulse of their competitive grasps. Jim: One of my marketers came up to me as we were naming the company, and we were looking at a bunch of different names like Jigsaw.  I love that name.

How Industrial Marketing Influences Buyers

Industrial Marketing Today

Industrial marketing precedes industrial sales. Marketing has always provided sales support and not […] The post How Industrial Marketing Influences Buyers by Achinta Mitra appeared first on Industrial Marketing Today. Visit my website for more content on industrial marketing.]. That is the reality today. This is only a content summary.

Content Marketing Playbook: Strategy and Roadmap

planning for a future in which GE would be a publisher, not just a marketer. redefine the role of marketing,” Comstock reflected in. When you hear marketing, most people. more we expect from marketing. sure that marketing has been redefined as innovators. in their content marketing journey, GE went above and beyond in their. successful content marketers. B.