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Can Marketing Really be a Revenue Engine?

Digital Body Language

It's a key question in today's business environment - can marketing really be a revenue engine, or is this current energy around marketing driving revenue just a fad that will blow over. I was truly honored to host a panel at Dreamforce to discuss that question with three of the very best in the field.

Social Media and Revenue

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There was a wide recognition that you had to “do digital”, but it was very much separate from “marketing”. There’s marketing, and then there’s “social media”. When I gave a presentation on Social Media and Revenue at Eloqua Experience recently, I was blown away by the great reaction to it. wanted to dig in a bit into where social media is in most of today’s businesses.

Marketing Dashboard: Passive Discovery

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We spoke recently about various ways of looking at marketing benchmarks and how to better dashboard and analyze the entire revenue performance management process. Those that arrive from content sites, or without the tracking codes that you place in your online advertisements are most likely earned discovery through your content marketing efforts. This view is instructive in two ways.

5 Things You Shouldn’t Expect from Marketing Automation

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Marketing automation is becoming a vital tool in today’s B2B space, as more marketers need to gain a better understanding of their customers’ buying cycles and increase their ROI from every campaign. If you focus on the technology over the planning, you won’t have the backbone necessary to support your marketing automation efforts and convert more leads into sales.

150 Content Marketing Tips

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

Four Interesting Trends from Dreamforce

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By leveraging attendance data as a key part of a buyer’s digital body language, marketers and sales people are much better armed. 3) Integration Must Be Seamless: Salesforce.com has long focused on the need to seamlessly tie together all interactions with customers, and this viewpoint is spreading throughout the entire buying process. 2011 will be an exciting year indeed.

Calculating the Value of a B2B Marketing Campaign

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It’s the ultimate question in marketing: What effect did this campaign have on revenue? marketing campaign results in a website visit, a product is added to the visitor’s shopping basket, and the transaction is completed. Tying the buying event to that marketing campaign is both easy and sensible. But in the longer buying cycles we see in B2B, this analysis is not so simple.

Sales Handoff and the Net Quality Score

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One of the most controversial and challenging areas of any revenue engine is the hand-off process from marketing to sales. If the leads were unreachable, lacked interest, were not the right role, or only had early stage interest, this insight allows marketing to see whether there are potential quality issues with their leads. What Happens After the Handoff?

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The Results: Is B2B Content "Likeable"

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Tags: Facebook Twitter B2B Marketing

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.

Four Reasons for an Information Concierge

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There is a role in modern sales and marketing that is just starting to form. We’re all aware of the power of Google and Bing to find information, and the trends in the market towards deeper searches with more words. Tags: lead nurturing Social media inbound marketing This role bridges the gap between potential buyers and the information we have that is of value to them.

Lead Scoring: Eight Critical Questions to Consider

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However, this is not the reality that most organizations live in, so a process is needed for automatically clawing back the sales lead into marketing if it has not been followed up on in a short time period. Tags: marketing automation explicit scoring Lead scoring Digital Body Language sales handoff sales and marketing alignment implicit scoring Much of the conversation around how best to set up lead scoring tends to focus around the aspects of the buyer's digital body language that are most interesting. are you using lead scoring to determine who to hand off to sales?

Marketing Dashboard: Active Discovery

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The raw number of searches being performed gives a good indication of the upper limit of your success with active awareness efforts such as search engine marketing or search engine optimization. The effectiveness of natural search or content marketing strategy grows slowly over time, and its success is best observed by following the trend in these high level numbers over time.

CEOs and Marketing Metrics

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CEOs may not be involved in the day to day challenges of the marketing department, but they can strongly influence its evolution through the questions that they ask and the metrics that they track, both in the marketing and sales teams. Done well, this structure and encouragement can facilitate a transition to a buyer-centered, efficient marketing and sales organization.

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Marketing Dashboards

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The old adage of “you can’t manage what you can’t measure” is as true in marketing as in any other discipline, but in marketing there is often a challenge of defining what one wants to measure. Especially in B2B marketing, the length of the buying process leads to challenges in defining metrics that make sense for a marketing dashboard.

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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.

Buyer Roles, Buying Stages, and Perception Challenges

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For each stage in the buying process, and for each role, a list of the perception challenges we face in the market can be created. In each box, the messages, information, and perceptions that need to flow out to the market can be listed, along with an assessment (red/yellow/green) of whether you are currently being successful in getting those messages out to the market.

How much is too much? Frequency management and control

Digital Body Language

It's the same thing in B2B marketing. Use your understanding of your audience's response to your marketing (their Digital Body Language) to segment them into groups. Tags: emotional unsubscribes Digital Body Language inbound marketing Email marketing Email Frequency demand generation conversation. Aunt Hilda? Neighbors? Old friends from school days?

How a 99¢ iTunes Download Can Change the B2B Software Industry

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This trend currently dominates the consumer market, but as a B2B software marketer, you should take notice. GigaOM Pro recently forecasted that the market for apps is expected to grow from $183 million in 2010 to $8 billion by 2015. Many of the up-front expenses have been minimized as new libraries and development tools make it easier for you to put software on the market. Marketing costs are minimized. faberNovel recently conducted a study to determine the best practices for iPhone app marketing. Why Does the 99¢ Software Trend Exist? What about you?

What is B2B Marketing?

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What exactly defines Business to Business (B2B) Marketing? It’s an interesting question, as marketing is a discipline that is common across both business to consumer (B2C) and business to business (B2B) organizations. However, beneath the surface, there are significant differences in how B2B and B2C marketing is done in today’s environment. It’s worth exploring what B2B marketing entails. Unlike in many consumer marketing situations where the need for clothes, food, or cleaning products may be well understood, in B2B marketing, that may not be the case at all.

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.

Discoverable Messages and Direct Marketing

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As marketers, we often think of there being a fundamental difference between the two ends of the media spectrum; on one end, direct, where an individual’s contact information is known and a message can be delivered directly, and on the other end mass media, where a broad audience is targeted based on demographics or audience characteristics. No longer are these purely mass audiences.

6 Ways For Marketing to Help with Social Media

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I can almost hear the comments already - shouldn't Marketing be "doing" social media, not "helping" with social media? The problem is that in many marketing teams, there's "marketing" and then there's "social media". The reason is that most B2B marketing teams are not set up to truly invest in social media. Sort of. But there's more to it than that. So what can be done?

5 technology trends every software marketer needs to know about

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As a B2B marketer in the software space, these trends will likely have a major impact on how you do your job, or whether your job exists in the coming year or two. Note for Marketers: Brainstorm on how your business model might be attacked by a new entrant, with very low costs, selling $0.99 Tags: Technology Trends Software B2B Marketing Software, in many ways, works like Lego.

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Event Marketing and the Information Concierge Concept

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I was down at IMS in Atlanta recently, spending time with a lot of very interesting and creative marketers. The interesting thing about marketing events for the marketing field is that you see many interesting new ideas experimented with. Tags: Social media Discovery Event Marketing The audience at most events are in the early stages of awareness and education.

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.

Evaluating Marketing Automation - Data Management

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Continuing on a theme that received great feedback, I wanted to provide another real, down in the details, way to evaluate the various claims in the marketing automation field. Last time we looked a way to ensure that a provider could have the performance needed for your marketing goals - a quick and simple upload that will test actual marketing automation system performance.

Is Foursquare Relevant for B2B Marketers?

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Recently, I’ve been playing around with foursquare to get a better understanding of it, and think about how it might have a significant impact on B2B marketers. As a B2B marketer, especially one selling to very small businesses that are owner-run and not adopters of technology, this (theoretically) makes available a highly targeted data set. Foursquare may soon have the best data set.

Building Benchmarks - 3 Main Approaches

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As the market, technologies, competitors, and your own capabilities change, you must continually adapt, learn, and optimize. If, for example, a webinar and a whitepaper marketing campaign are being compared as alternatives, they can only be reasonably compared with a clear definition of what the outputs are. Current State of Benchmarking? Do you feel you have dashboards in place?

Marketing Automation and B2B Marketing Predictions for 2010

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Overall Prediction Trend: Buyers continue to gain control of their own buying processes, and marketers respond by building "revenue engines" to understand, facilitate, measure, and predict these buying processes. 1) Data is Free, Relationships are Not: As contact data becomes more and more available, approaching free in many cases, the value of the relationship will increase. Sort of.

Marketing Optimization Toolkit: The Science behind Marketing Analytics

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

The Sales Team as a Content Testing Crucible

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Marketing teams generally work hard to provide not just content and messaging that is available online, but also content and messaging that can be used directly by sales teams as they guide buyers through the buying process. Tags: marketing analysis sales enablement sales and marketing alignment Content

Measuring the Unmeasurable: Influencers

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One of the most important ways to "get the word out" and have your message discovered is to have good relationships with key market influencers. We need a new way of measuring how engaged we are with each influencer in the market. With each of these dimensions analyzed, you can begin to gather a picture of how your overall team is influencing the key influencers in your market.

Google, Display Ads, and B2B Marketing

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What does this strategy mean for B2B marketers? A lot. As B2B marketers, we love search, both natural, and paid, as it gives us a highly precise way of targeting buyers based on a real-time understanding of their interests. This active/passive challenge for marketers is about to move to the fore-front as Google brings its weight into the display search game.

Marketing Analysis: Foundations for Great Analysis

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One of the most commonly cited benefits of implementing a marketing automation system is the opportunity to improve your organization’s ability to analyze marketing effectiveness. However the final outcome of great marketing dashboards rests on a strong foundation of data. Data Quality: The next foundation for marketing analysis is data quality.

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.

Predicting Revenue through the Marketing Funnel

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With a buying funnel modeled from the top of the funnel, however, it is possible to begin understanding whether there is enough in the marketing funnel to support the desired and planned revenue goals. With an 80% acceptance rate, this means marketing needs to create 3125 MQLs. However, time is an important element of analysis of the marketing funnel.

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Evaluating Marketing Automation/CRM Integration

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In a recent post, we talked about the three key elements in the Marketing Automation/CRM integration stack ; data, activity, and process. This gives a good sense of the key elements that need to be integrated in order to have a seamless flow of the business process between marketing and sales. The way to think about this is a 2X2 matrix.

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Simple Metrics and the Business Case for Marketing Automation

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There has been a lot of great discussion lately about the business case for marketing automation. The way in which people often attempt to measure it is in either efficiency gains, or revenue gains - when compared with a manual process for marketing in the same way. Building this with outbound, batch and blast marketing solutions leads to a fundamental problem.

The Foundation for Great Marketing is Great Data

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Data is key to all your marketing efforts. Whether it is segmentation, personalization, lead scoring, lead routing, or marketing analysis, if you don’t have clean and consistent data, your efforts will be built on the shakiest of foundations. However, when thinking about your marketing automation efforts, data management can often be an afterthought. This is never a good idea.

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.