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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).

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth

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.

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.

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

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.

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. 

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.

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.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

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. 

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 Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey

How Empathy Will Grow Your Sales and Marketing Pipeline

B2B Lead Generation Blog

We have more marketing channels and more content than ever before, but it’s become harder to actually connect with customers. What is empathic marketing? Empathy is your marketing intuition. Empathetic Marketing is about moving out of our mind and into the mind of the customer. It’s built on the following ideas: The best marketing feels like helping.

4 Ways to Humanize Marketing to Fit Your Buyer’s Journey

B2B Lead Generation Blog

So how do you humanize marketing to fit your buyer’s journey? Because they feel it’s not authentic and marketers using marketing automation in a way that misses confuses the bigger picture. It Doesn’t Take a Marketer to Know When It’s NOT Humanized Marketing. For example, virtually all the polished emails sent to me use marketing automation. Think about it.

Agile Marketing in B2B

Buzz Marketing for Technology

Agile marketing increasingly is being recognized as a powerful key to content effectiveness. Breaking news creates windows of opportunities, but only if marketers are quick and smart enough to take advantage of them. On topic of agile marketing is what some have called newsjacking, which means responding quickly to news items of the day. Market trigger : We knew that the U.S.

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 163

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

7 key roles in digital marketing

Biznology

It was a lot of fun presenting Outside-In Marketing to local executives and students at UConn Stamford, which hosted the event. “What kind of team do you need to create outside-in marketing content?” They come from all walks of marketing, but just want to learn how to get better results with their digital investments. Content strategist. You read that right.

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.  

Outside-in marketing: a pragmatic approach to content marketing

Biznology

Content Marketing is rapidly growing, but is often done poorly. hosted a webinar with James Mathewson about how we define content marketing. In our book “ Outside-In Marketing: Using Big Data to Guide Your Content Marketing ,” we offered a more pragmatic approach. Outside-in marketing is based on understanding the audience and publishing only what they need.

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.

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