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Three Ways Data-Driven Marketing Improves Performance

Marketing to Business Executives Blog

According to a survey just completed by ITSMA and Patricia Seybold Group , today’s B2B marketers recognize the importance of data-driven marketing.  So what?  Data savvy organizations outstripped the others in “significantly or somewhat&# improving their market share, average time to revenue, and sales costs per order dollar over the last two years.  Register here.

The Role of Context in Curation: B2B Marketers Take Note

Marketing to Business Executives Blog

Every B2B marketer should read Arnold Waldstein’s thoughtful post entitled, “ Context, not content, is king.&#   The context he describes is exactly what B2B marketers need to provide in their content curation.  He points out that, “Few of the curation platform players seem to understand that content without dynamic context is really neither interesting nor that valuable.&#. This is the challenge for the B2B marketer:  pick the topics/issues that keenly interest a particular audience and provide a point of view that keeps bringing them back.  Neither do I. 

Survey results: marketing automation drives improved business results

Marketing to Business Executives Blog

A March 2011 survey conducted by Patricia Seybold Group  and Information Technology Services Marketing Association (ITSMA) found a correlation between leadership in data-driven marketing and increased sales productivity as well as improved market share over a two year period.  We also found that the data savvy use more kinds of marketing data in more ways. 

Ten Use Cases for Content Curation in Marketing

Marketing to Business Executives Blog

Marketing to Business Executives Blog B2B Marketing Strategies that Work Home About Home > Content curation , Content marketing , Social media management , Thought leadership > Ten Use Cases for Content Curation in Marketing Ten Use Cases for Content Curation in Marketing 01/12/2011 Marketing to Business Executives Leave a comment Go to comments Content curation offers the promise of addressing both information consumers’ and marketers’ challenges in taming the flood of digital information.  product development, marketing, IT).

150 Content Marketing Tips

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

Segmentation key to content marketing

Marketing to Business Executives Blog

More significant, he makes that case that for  the intersection of each visitor type and each visitor purpose, the marketer must determine the appropriate performance measure.  Make This is exactly how a content marketer thinks.  But for content marketers there is more.  During that time the marketer stays in touch with a nurture program. Response-driven Have you connected the dots in your web site, content marketing, and lead management programs?  Gary Angel recently wrote a great post on Segmentation for Digital Analytics Done Right.

7 Steps to Success with Marketing Automation

Marketing to Business Executives Blog

Nobody wins when marketing automation system implementations don’t yield expected results. While suppliers, consultants, and marketers have amply documented what needs to be done and often how to do it, the extent of the changes that may be needed makes if hard to focus on what to do first.  Unfortunately, Views of five suppliers, representing more than 2000 marketing automation implementations, show remarkable similarity and point to seven steps to success with marketing automation.  Improve the sales-marketing relationship.

Adobe’s Online Marketing Suite…Looking Good

Marketing to Business Executives Blog

It took me some time to get my arms around the Adobe Online Marketing Suite. The Suite has an impressive range of capabilities; however, the products within the suite don’t match neatly to discrete marketing functions. It also underscores one of the challenges Adobe faces: moving from a web analyst’s or graphic designer’s favorite tool to a marketer’s business solution. As I review the list of essentials in the marketing technology ecosystem , Adobe stands up admirably. For more insight into Adobe’s Online Marketing Suite, read my report.

Games as Content in B2B Marketing

Marketing to Business Executives Blog

Velocity Partners’ B2B Marketing Manifesto , published last fall, calls this a past, present and future that lead to your solution.  You can read more about our beliefs in terms of ‘why games’ here: [link] Marketing to Business Executives 02/23/2011 at 9:45 am | #2 Reply | Quote James, The “why games&# captured me. took a look at the site and was impressed.

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.

Eqentia content curation gives control to information consumer.

Marketing to Business Executives Blog

Share this: Email Print Facebook Share Digg Reddit StumbleUpon Categories: Content curation , Content marketing , Thought leadership Tags: Business , Curator , Eqentia , Marketing , Personalization , Social media Like Be the first to like this post. Leave a Reply Cancel reply Games as Content in B2B Marketing RSS feed Google Youdao Xian Guo Zhua Xia My Yahoo! No trackbacks yet.

Why Marketers Invest in Technology: Survey Results

Marketing to Business Executives Blog

In today’s B2B buying environment, marketing can not be effective in driving demand, building brand, or charting strategies for future growth without technology.  There are hundreds of reasons why marketers should invest in technology but I am more interested in what marketers report as their reasons. Make marketing investments based on data.

Top Two Areas of Struggle in Marketing Automation Implementation

Marketing to Business Executives Blog

So you’re in the market for a marketing automation platform.  You’ve gone through the Step-by-Step Guide to Selecting a Marketing Automation System by David Raab.  He takes you from defining your requirements to making a decision and then (Step 7) directs you to “Invest in Deployment.&#   Good advice.  You spent the money and maybe put your career on the line. The

B2B battleground for content curation « Marketing to Business.

Marketing to Business Executives Blog

Aggregage ) vendors are coming on the market with B2B as their primary focus.  The B2B marketer, like, publishers, need search and filtering that yields a quality collection of items (blog posts, articles, tweets) from which the curator can work efficiently.  How completely marketers can avoid involving IT resources in implementation.  What else is crucial for marketers?

Today’s Rant: Why Marketing is Harder — and More Fun

Marketing to Business Executives Blog

Today the salesperson doesn’t get a face-to-face meeting until much later in the buying cycle.  It is the marketer who must keep the attention of the multiple buyers at a multiple companies through the early and middle stages of their buying cycles.  In order to keep each buyer’s attention, the marketer’s provision of information  must vary in the same way a salesperson’s approach varies. Yes, businesses hold marketers, and marketers hold themselves, to a higher standard today. B2B marketer's job Business management Core marketing skills

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.

Finding the Information You Need Quickly, Reliably and Cost-Effectively

Marketing to Business Executives Blog

Filed under: Content curation , Content marketing. Content curation Content marketingSomeone raised the question on Quora a month ago:  Would most users rather have content delivered to them based on interests or by their social connections?  Then Arnold Waldstein started a Conversational Rant a few days ago on his blog, pointing out that he would like to “parse my world by conversations, by topic, by trusted connections daily.” ” Then Romain Goday of Darwin Ecosystem  laid out  five different approaches to content curation : Expert approach: curators.

Who cares about marketing data?

Marketing to Business Executives Blog

In a recent survey conducted by Patricia Seybold Group and the Information Technology Services Marketing Association ( Survey on Data-Driven Marketing, March 2011 ), more than 100 marketers reported what types of marketing data most interested heads of other departments.  Markets Data. Marketing Programs Data. Contacts Nurtured by Marketing. Consider first, the kinds of data needed to understand sources of future growth (markets, competitors, customers) and the kinds of data needed to understand short term opportunities (customers, competition). 

New Research on Why CRM Fails…Also Lessons for Marketing Automation

Marketing to Business Executives Blog

The four key insights that the authors drew from their research are equally applicable to marketing automation.  They are (verbatim): “If the appropriate marketing capabilities are not developed, little or no return will be generated from investments made in CRM.&#. “Hard work and commitment are what it takes to develop marketing capabilities…far from being a black box (marketing capabilities) can be developed through conscious, goal-directed learning by those responsible for CRM.&#. How different is this from where your marketing is today? 

7 not 3… actions for marketing automation implemenation success

Marketing to Business Executives Blog

Jeff Ernst from Forrester has just come out with a new report, “B2B Marketers must Prepare Better for Marketing Automation,&# that raises a critical issue but doesn’t go far enough.  He points out that marketers, “… need to prepare for the use of the technology by having 1) a lead-to-revenue process model to automate; 2) content to support the message and responses; and 3) a marketing organization that is ready to support the technology.&#  . Improve the sales-marketing relationship. Without question this is true. 

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.

5 Reasons for Low Adoption of Marketing Technology and How to Move Forward

Marketing to Business Executives Blog

Many of the technologies that comprise the marketing technology ecosystem  have been around since before the shift to customer control of the buying process, a shift that has made technology essential to marketers.  Hence, low adoption rates of marketing technologies can’t be explained by lack of availability of appropriate solutions.  Progress Progress has been slow for five major reasons: An evolving marketing technology ecosystem, in which capabilities of dissimilar elements often overlap. The time required to develop a culture of experimentation.

Marketing: The New Finance…with a technology ecosystem to support it

Marketing to Business Executives Blog

At the Adobe Omniture  Summit 2011, Aseem Chandra, Vice President of Marketing for the Omniture Business Unit, referred to marketing as “the new finance” because it can now measure the pulse of the business in a way that only finance could have in years past. By contrast, marketing faces outward and see’s where the business is heading. The critical question going forward concerns what elements of the marketer’s technology toolkit are essential for leadership. Think about it. Finance tracks the value chain of the business. Do you agree?  What would you add?

How do you involve your experts in social media?

Marketing to Business Executives Blog

Marketers need to “know their customers so well that the product or service sells itself,&#   as Peter Drucker said. But marketers aren’t subject matter experts on issues their customers face.  From Not the marketer.  Filed under: B2B marketer's job , Content curation , Content marketing , Customer knowledge , Social media management Tagged: ConnectedN , Marketing , Patricia Seybold Reports , Peter Drucker , Publishing , Social media. From whom does the customer want to hear? The customer wants to hear from the experts.   . Pretty nifty.

Evidence:the heart of your business (and marketing) plan.

Marketing to Business Executives Blog

Step 4:  Develop hypotheses to test each leap of faith and go into the market and start testing.  Marketers need to start operating in this same way.  What Their research shows that businesses that try to execute their business plans flawlessly usually fail.  Most successful businesses did not start out intending to be in the business that succeeded for them. ( No trackbacks yet.

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.

Content marketers: throw out your editorial calendar!

Marketing to Business Executives Blog

Accenture’s point is that editorial calendars are based on push rather than pull marketing.  These same reasons make a strong argument for content curation in marketing.  Through content curation, marketers can harvest timely, relevant topics from news articles, blog posts and social mentions.  Just don’t plan to use an editorial calendar to drive your content marketing initiatives.  Buyer behavior Content curation Content marketing Thought leadership content curation Editorial calendar Marketing Social mediaShocking! 

Need a quick news fix in a speciality area?

Marketing to Business Executives Blog

Filed under: Content curation , Content marketing Tagged: Content marketing , Eqentia , Social media. Content curation Content marketing Eqentia Social mediaIf you haven’t taken a look recently at Eqentia’s portal  with its 12 channels for business, 17 for technology, 4 for social media and many more, it’s worth a browse.  Eqentia Eqentia curates news into all these channels and most of them are available to the public for free.  Now they have upgraded the user interface and it looks terrific.  There’s also more to Eqentia than the free stuff. 

Sorting through content curation options

Marketing to Business Executives Blog

Marketing to Business Executives Blog B2B Marketing Strategies that Work Home About Home > Content curation , Content marketing , Lead management , Marketing technology , Social media management , Thought leadership > Sorting through content curation options Sorting through content curation options 01/13/2011 Marketing to Business Executives Leave a comment Go to comments Let’s say you are serious about establishing a thought leadership position in an area of keen concern to your customers.  There are dozens of content curation tools out there. 

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.

Marketing Optimization Toolkit: The Science behind Marketing Analytics

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

20 Tremendous Digital Marketing Stats and Facts


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

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


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.

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.

Three Things Smart B2B Marketers Will be Doing in 2016


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.

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.