Three “Lies” That Plague B2B Businesses Today (Part Two of Three)
SEPTEMBER 13, 2016
Marketing and sales are aligned. The team of experts includes: Ardath Albee, Marketing Interactions , CEO and Business Strategist. Matt Heinz, Heinz Marketing , President. In my opinion, marketing should be helping sellers get into conversations earlier. Dave Kurlan: “While prospects are certainly further along than they have been in the past, the percentages being propagated by marketing firms with something to sell has been exaggerated. Look for Part Three of this series – Sales and marketing are aligned. B2B Marketing B2B SalesPrincipal.
7 Truths About Sales and Marketing (That CEOs Need to Know - Part 1)
MAY 10, 2016
Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the first of a 9 part blog series. It’s essential to be able to inform the sales team about: our reason for existence, the direction of the company and why it’s the correct course, what we sell and why we sell it, which markets to pursue, the competitive landscape and the pricing model.”.
"Marketing is too important to be left to marketers."
JULY 28, 2015
It’s funny because it sounds like marketers are too stupid to be in charge of marketing. And, as a marketer, I love laughing at myself and those who do what I do. But my take on what it really means is that marketing is so important that it should be an integral part of the fabric of a company’s mindset, culture and strategy. This saying always amuses me.
The Whole Truth - Why CEOs Need to Know What Makes Sales and Marketing Click
JUNE 10, 2016
Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the final of a multi-part blog series. Many challenges facing Sales and Marketing have been around since the beginning of time. The two organizations don’t understand each other, and often point fingers: Sales says marketing delivers bad leads; and marketing says sales doesn’t follow up.
4 Things a CMO Should Do to Build Their Marketing Dream Team (Part One)
FEBRUARY 8, 2016
pitched him the question, “What makes a dream marketing team and how should a CMO build one?” Matt was one of SLMA’s 40 Most Inspiring Leaders in Sales Lead Management in 2015 , and his Seattle-based marketing company’s involvement with many CMOs around the country certainly qualifies him for this topic. B2B Marketing Sales & Marketing ManagementMatt Heinz.
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 4]
OCTOBER 1, 2015
There’s no doubt that Account-Based Marketing is on the up-and-up. What are sales and marketing leaders saying about it? Is ABM the Holy Grail for lead generation or just another black box solution destined to cost a lot of money, distract marketing and end up getting more bad leads to sales faster than ever before? Account Based Marketing (ABM) is not a new concept or idea.
Are You Building a Company or Just Laying “Marketing Brick”?
SEPTEMBER 15, 2015
Are you laying marketing brick at $30-60 bucks an hour or building a business you can be proud of? Early in my marketing career I was just laying marketing brick for a basic wage. built market share and got an increasing piece of the sales reps’ time. At the time I didn’t care very much that other marketers “didn’t see the light,” but I care very much now.
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 1]
SEPTEMBER 22, 2015
According to a report by SiriusDecisions, 2015 State of Account-Based Marketing (ABM), more than 60 percent of companies plan to invest in technology for ABM to better align sales and marketing over the next twelve months. Account-Based Marketing (ABM) is hot right now, and the responses I received were excellent. ABM aligns marketing and sales. Account-Based 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.
Marketing is More than Automation
AUGUST 18, 2016
There is a back story to the development of the process called Account Based Marketing and that story was published in this blog by LeanData, Inc.: “In 2003, Bev Burgess , SVP ITSMA Europe, was the host of a get-together in London. As she sat between two senior-level marketing executives for global companies Accenture and Unisys, the conversation took a fateful turn. In hindsight, the main course that night was a new way of thinking about business: Account-Based Marketing.”. Account Based Marketing (ABM) is all the rage. The rest, as they say, is history.
PowerOpinions: Making Lead Scoring a Success Part 1 [Expert Advice]
JULY 7, 2015
Marketing Automation makes it easier than ever to deliver more poor-quality leads to sales. A key to this trend is lead scoring. One of the funniest but also most illustrative responses came from The Bridge Groups’ Trish Bertuzzi who nailed it when she said: Companies are still thinking marketing automation (MA) is the silver bullet. The No Marketing Strategy Approach. Part 1.
Top B2B Marketing Blogs: Key Ingredients
OCTOBER 22, 2014
What makes up the perfect B2B marketing blog? First let’s establish that there are marketing blogs—and then there are B2B marketing blogs. Now that I’ve got you salivating, let’s begin our tasting menu of B2B marketing inspiration. B2B Marketing Guest Blogs Why make the distinction? Consider the all American apple pie.
Is Your Lead Generation Strategy Broken?
FEBRUARY 23, 2016
A broken lead generation strategy could mean trouble for your sales and marketing team, but not just because of the fundamental misalignment between the two departments. Have marketing and sales decided on a shared definition for a qualified sales lead? Do your marketing and sales teams trust each other? Lead Generation Marketing StrategyAccountability.
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 5]
OCTOBER 6, 2015
I consider SiriusDecisions to be the gold standard when it comes to best practices in B2B marketing and sales processes. Is ABM the Holy Grail for lead generation or just another black box solution destined to cost a lot of money, distract marketing and end up getting more bad leads to sales faster than ever before? It's a marketing strategy dictated by the sales go-to-market model.
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.
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 2]
SEPTEMBER 24, 2015
As Account-Based Marketing continues to rise in popularity among B2B companies, I decided to pick the brains of fellow industry experts and get their input on the matter. Is ABM the Holy Grail for lead generation or just another black box solution destined to cost a lot of money, distract marketing and end up getting more bad leads to sales faster than ever before? Well, it’s neither.
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 3]
SEPTEMBER 29, 2015
I recently asked fellow industry leaders to weigh in on the rising popularity of Account-Based Marketing among B2B companies. This is the question I posed: According to a report by SiriusDecisions, 2015 State of Account-Based Marketing (ABM), more than 60 percent of companies plan to invest in technology for ABM to better align sales and marketing over the next twelve months.
7 Steps to Gain the Market Share You Deserve (& Sometimes Don't!)
SEPTEMBER 9, 2014
Similar to De Tocqueville’s famous comment, “People get the government they deserve,” I think companies get the market share they deserve based on their ability to market. We can agree that without marketing (the ability to create demand and sell) no company succeeds, and yet so many companies fail to succeed as marketers.
The Quest for Good Leads: Are You Asking the Right Questions?
JUNE 16, 2015
That said, for several years the elephant in the room has been inbound marketing and inbound marketing lead rates. Many of today’s inbound pundits suffer from an over-reliance on inbound marketing (what I like to call “ inbounditis ”). They would have you believe that outbound marketing is equal to interruption marketing and is not productive. I beg to differ.
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.
4 Tips to Power Up Prospecting in 2015: #1 Believe it Works!
MARCH 24, 2015
Throughout the presentation, he debunks the argument of inbound marketing “experts” and social selling gurus who preach that outbound is out, and inbound is … well, in. For one thing, inbound marketing alone can never generate enough leads to work and fill a pipeline. Prospect Development Outbound Marketing Simplified.: Part 2: Tip #2 Commit to It. He is spot on. Simplified.:
Digital Relevance: Developing Marketing Content and Strategies that Drive Results
JANUARY 13, 2015
Ardath Albee’s new book Digital Relevance: Developing Market ing Content and Strategies that Drive Results was published by Palgrave Macmillan (January 6, 2015). I was privileged to review an advanced copy this past October and absolutely loved it. Developing Marketing Content. Marketing Strategy Content Marketing Strategies that Drive Results. What Buyers Want.
Time to Stop Making Sales & Marketing Excuses in 2015
JANUARY 27, 2015
From my perspective, having interviewed hundreds of managers on SLMA Radio, and managed 20+ sales and marketing teams (interim management) through the years, it’s the excuses that drag down organizations. Lead Generation Sales & Marketing Management “If only I had a qualified lead!”. “I get too many leads!”. “I don’t get enough leads!”.
The #1 Reason CEOs Should Care About Lead Generation
FEBRUARY 19, 2016
Wouldn’t you like to know how much marketing and sales is squandering on leads that are going nowhere? Aligning Marketing and Sales, Once And For All Since attracting qualified enterprise sales leads means building a certain level of trust with your prospect, there are a lot of opportunities for failure. Did the new white paper designed by marketing address the prospect’s challenges?
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.
Does Your Sales Team Know How to Follow-Up on a Lead?
JUNE 7, 2016
Nurture leads until they’re ready to turn over to sales is the sixth of 7 Truths about Sales and Marketing that CEOs need to know. This post is part of a series about the CEO’s role in eliminating wasted marketing spend and increasing sales results. First and foremost, the acceptance process allows marketing to confirm that sales or partners are acting on all delivered leads.
PowerOpinions: Making Lead Scoring a Success Part 2 [Expert Advice]
JULY 9, 2015
Because it has become clear that marketing automation is making it easier than ever to generate poor quality leads. recently read a quote by Jon Miller (Marketo founder and now the founder of the new company to watch called Engagio): "Demand generation [via marketing automation] is a highly efficient model for certain kinds (emphasis added) of businesses." Why did we ask? Part 1.
Your Marketing Team Isn't As Good As They Think - Just Ask Sales
NOVEMBER 6, 2014
How often do we think we are good enough, or better than our competitors, and yet our market share isn’t growing, or the competitors are gaining on us? Lead Generation Marketing Strategy Lead Qualification “If we''re going to win the pennant, we''ve got to start thinking we''re not as good as we think we are.” Casey Stengel*. Yes, it was one of Casey Stengel’s best thoughts.
B2B Mobile Marketing: 15 Ideas You Can Use Today.
AUGUST 5, 2014
Are you interested in learning more about B2B mobile marketing? If you’re like many people, you can think of a lot of ways B2C companies use mobile marketing. But if you work in the B2B world, then you might be stuck trying to come up with B2B mobile marketing ideas. B2B Marketing Mobile Marketing
Marketing Optimization Toolkit: The Science behind Marketing Analytics
Marketers are well-versed in the art and science of optimization
The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)
MAY 5, 2015
It's a critical component in the sales and marketing process; yet, most companies aren't implementing it effectively—that is, if they are at all. Brian Carroll , Executive Director, Revenue Optimization at MECLABS shared some very compelling statistics in his response: There are three types of lead nurturing programs that every marketer should take full advantage of: 1. The impact?
Make Better Data-driven Marketing Decisions
SEPTEMBER 9, 2015
Earlier this year, the 2015 edition of the Marketing Technology Landscape Supergraphic was released and—are you ready for this? 1,876 marketing technology vendors were represented across 43 categories. Amidst this overwhelming landscape of marketing technology, what’s a marketer to do? Marketing decision makers, rest assured. Marketing Strategy Big Data
Marketing Automation is Not Marketing Strategy
FEBRUARY 27, 2014
We are republishing this blog by Ruth Stevens (originally run January 29, 2014) because she hits the nail on the head about marketing automation. In the opening paragraph she states: “Marketers sometimes see automation as a silver bullet. Marketing automation doesn’t identify your best target audiences. Marketers sometimes see automation as a silver bullet. Stevens.
When Bad Things Happen to Good Leads - Part 1
FEBRUARY 24, 2015
Most of it will be about using marketing automation to nurture leads. In and of itself, marketing automation is not a bad thing. There will be a ton of ink (and cyber ink) dedicated to lead nurturing this year. More accurately, it’s a good thing being used badly by most companies. But that’s not what this blog is about. Lead Nurturing
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.
What Do You Sell, Who Do You Sell It To and Why Everyone Has to Have The Same Answer
MAY 13, 2016
How to define a lead and gain agreement is the first of 7 Truths about Sales and Marketing that CEOs need to know. This post is part of a series about the CEO’s role in eliminating wasted marketing spend and increasing sales results. Today you’ll learn why lead definition is important and why you, as the CEO, need to be involved in building your own universal lead definition: Shortly after I started PointClear I worked with a company that blew through $100 million because marketing was selling to one audience and sales was selling to another. Define what a lead is.
Dead is Dead! (At Least in Sales and Marketing)
MAY 19, 2015
Outbound marketing is dead. Many say that even marketing as a whole is dead. Here are a few things in sales and marketing that are not dead. And there is still time in 2015 to get them right if you inspect your processes and find that these critical keys are missing: Shared (between marketing and sales) definition of a lead. Cold calling is dead. Followed by chivalry.
Should You Gate Your Content? Answer These Questions To Find Out.
NOVEMBER 11, 2014
Marketer, have created all this wonderful content, an important question looms … should you gate it? Lead Generation Content Marketing SEO Optimization Lead generation today relies heavily on creating quality content aimed at addressing prospects’ pain points and questions as they go through their buyer’s journey. Fantastic! Now that you, Ms.
Status quo, you know, is Latin for 'the mess we're in.'
JUNE 30, 2015
The status quo—that marketing management doesn’t understand the definition of a qualified lead—is nothing new. Qualified leads, according to sales, are based on criteria they understand but marketing is in the dark about. Marketing tries to qualify a greater number of prospects. Marketing management must travel with salespeople and listen to a few dozen sales presentations.
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.