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The Great Big List of 23 Types of B2B Marketing Campaigns, by Funnel Stage

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Need ideas on how to generate high quality demand and turn prospects into customers? You’ve come to the right place. Here is a list of 23 types of B2B marketing campaigns, as well as descriptions of when they are typically appropriate to use. The list is broken down by stage of the funnel.

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The 9 Circles of B2B Marketing Hell

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B2B marketing and sales is a drawn out process that takes months, or longer, to convert leads to customers. That extended timeframe means tons of touchpoints, multiple leads from single accounts, lots of nurturing, and too many opportunities to fall into marketing hell.

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2017 State of Pipeline Marketing Report: New Data On How B2B Marketers Drive Growth

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Down-funnel metrics are more important than ever before. In the third annual State of Pipeline Marketing Report, we surveyed about 350 B2B and B2C marketers with sales teams to learn how they drive growth at their organizations. What are they prioritizing?

25 B2B Engagement Tactics For All Marketing Funnel Stages

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With the myriad of available B2B marketing engagement opportunities, which strategies should marketers use, and at what point in the buying journey? At which of the marketing funnel stages are prospects prepared for various types of outreach?

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30 Ways to Get Inside the Mind of Your Target Buyer

Trust, support, and transparency: that's what your target buyer really wants. These 30 findings show the path from respect, to relationship, to business win.

What Microsoft's Acquisition Of LinkedIn Could Mean For B2B Marketers

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Microsoft’s acquisition of LinkedIn holds enormous potential for helping B2B marketers reach their audiences and improve revenue generation.

The Best B2B Marketers Invest In Attribution For These 3 Reasons

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Consumer purchasing stories in the B2B market have become complex and unpredictable. The next prospect takes an alternate buying journey to the one before, and they take their sweet time along the way.

How B2B Marketers Generate Revenue -- State of Pipeline Marketing 2016 [Infographic]

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The reality that B2B marketers can have a huge impact on real-time revenue results is not a new concept to today’s B2B marketing community. But the question remains -- how do marketers actually generate revenue? Which metrics are B2B marketers using? What does their channel mix look like?

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[Infographic] The Periodic Table of Elements for B2B Marketing Attribution

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As the scientific community recognizes four new elements on the scientific periodic table, it seemed fitting for revenue-focused B2B marketers to join the club with our own chart.

9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale.

Six Actionable Steps to Build a Strategic Marketing Plan at Your Organization

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Building an annual B2B marketing plan is no simple task. The plan must provide a strategy to transform business objectives into marketing priorities and goals, while outlining how to execute and reach those goals. According to SiriusDecisions, Inc.,

5 Strategies to Build Customer Relationships Through Content

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Words play a vital role in conveying a particular message to someone. Likewise, content has a pivotal role in digital marketing. It is the soul of any business. Especially in SEO, content marketing is a valuable and necessary technique.

How Top B2B Marketing Teams Use Revenue Attribution — 4 Trends We Discovered

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When it comes to the adoption of new technology, top marketing organizations find advantages by being ahead of the curve. By making smart bets on new martech and processes, they’re able to expand their capabilities, improve efficiency, and outperform the competition.

5 Smart Metrics To Measure B2B Content Marketing Success

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According to a recent survey by CMI and MarketingProfs, only 21% of content marketers are able to successfully measure their content marketing in terms of ROI. Seeing that stat was a big wake up call. In what other profession would that be ok?

How to Do ABM at Scale with Account-Based Demand

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As B2B marketers, we look for frameworks and models to help improve how we run marketing. Unfortunately, frameworks often fall short of our needs. Frameworks usually come in two flavors, they are either based purely on inbound strategies, or they are based purely on outbound strategies.

Increase Marketing ROI 10X and Prove It

See how a marketing team demonstrated 10X ROI and increased sales by 35% with marketing automation.

The 4 Stages of B2B Marketing Performance Management Maturity

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Systematic improvements are the best way for a marketing organization to make consistent gains in performance. To have an impact over the long-run, changes should be made at the fundamental level to how the budget gets allocated, how content is created, how performance is measured, etc.

Here's An Industry Comparison Of The Most Widely Used Marketing Channels

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In the our annual State of Pipeline Marketing survey we asked over 350 marketers which marketing channels they invest their time and budget in. We tallied their answers and aggregated them down by industry to provide you a snapshot of how different industries find, engage and generate new customers.

All 11 Marketing Attribution Models, Explained

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A few months ago we put together an attribution flow chart to help marketers figure out which attribution model was the right fit for their situation. Based on questions like, “How many marketing channels do you use?” or “How long is your marketing cycle?,” the chart recommended appropriate models.

6 Reasons CMOs Are Paying Closer Attention To Marketing Attribution In 2017

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Michelle Huff , CMO at Act-On Software , started her tenure nearly a year ago and shortly thereafter reviewed the entire marketing technology stack to ensure that Act-On was realizing the value of each technology. This effort creates alignment between technology, programs, and people.

2017 CMO Survey

The 2017 CMO Survey can provide you with the latest insights into marketplace dynamics, spending, and trends.

7 Stages of B2B Marketing Sophistication [Which Level Are You?]

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B2B marketing is no easy task. It’s a multi-faceted process that spans months to years of a buyer’s journey. It’s governed by data, optimized by metrics, and educated by a targeted strategy. And an organization doesn’t move from beginner to expert overnight.

9 Ways B2B Analytics Can Optimize Marketing Strategies

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Attempting B2B marketing optimizations without accurate analytics is like flying blind. But which B2B analytics platforms are best equipped for certain types of measurement?

45 Impressive Marketing Operations Champions You Should Follow [Infographic]

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Marketing operations success continues to grow in importance. The marketing operations function allows organizations to deliver the right message to the right segment at the right time. Who are these unsung heroes?

Ultimate List of 22 Account-Based Marketing Tactics

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How do you do account-based marketing? Here’s a list of 22 tactics account-based marketers can use to reach and engage their target companies, expand the funnel, and create advocates for their product or service offering. If you’ve been looking for a long list of ABM strategies, you’ve found it.

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid.

Why B2B Marketers Need To Track & Measure Multiple Touchpoint Dimensions

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Watching television in the 90s, people rarely complained about the low fidelity of their television screen. It’s what people were used to, so they didn’t have expectations of anything better.

7 Myths about Account-Based Marketing for the Unconvinced

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While account-based marketing has generated a lot of buzz recently, it’s also surrounded by a fair amount of skepticism. Doubters wonder whether the strategy is actually as new, as effective, and as ‘easy’ as proponents tout it to be.

The 3 Major Job Functions of a Marketing Operations Professional

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My friends outside of B2B marketing have asked me “What’s marketing operations?” and honestly, I found myself rambling with answers.

Why We Scrapped All But One B2B Event Sponsorship in 2017

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Events are often a huge part of a B2B organization’s marketing strategy. They guarantee an audience filled with like-minded individuals who are all interested in the presentations and products surrounding the event industry.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

Marketing Forecasting: How to Build a Strong Foundation for Every Marketing Strategy

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How many times have you managed marketing in Excel? What B2B marketers try to answer with average conversion rates and forecast models in Excel, often leads to plans that are time consuming to create, unwieldy, and lack forecasting accuracy.

Here’s An Industry Analysis Of The Most Effective B2B Marketing Channels

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We recently published the 2015 State of Pipeline Marketing report and shared our findings on how pipeline marketers track and grow demand. It was a lot of data to share. The coverage was broad, so we are blogging a series of deep dives into our survey data to uncover industry and firmographic trends.

The Key to Overcoming Internal Alignment Challenges When Scaling Your ABM Strategy

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Implementing an account-based marketing strategy is no easy feat. But once it’s launched, life becomes a lot easier, right? Wrong. There are several challenges that spring up when scaling an ABM strategy—transitioning it from a shiny new toy to a full and effective marketing strategy.

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How to Run a Weekly Growth Team in B2B

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Many B2B companies have annual sales and marketing goals. and consistently miss these. For sales, annual targets can make sense due to the length of sales cycles (however many pros recommend quarterly targets). Marketing success on the other hand relies on frequent feedback and constant testing.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.

How Marketing Can Move The Dial On Down-Funnel Metrics

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Conventional B2B marketing is all about lead generation—filling the top of the funnel and allowing the numbers game to play out. On average, 1% of leads eventually become customers (according to Forrester), so the math, simply, looks like this: 1,000 leads → 10 customers; 2,000 leads → 20 customers.

3 Skills Demand Generation Marketers Must Master Or Risk Going Extinct

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Demand gen marketers are a lot like hunter gatherers. A hunter gatherer’s basic job is to track and hunt for food. Successful hunters were the ones who could understand the landscape, recognize the tracks of animals, and predict their location.

8 B2B Email Marketing Tactics Your Competitors Don’t Want You To Know About

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Email marketers have 3 seconds to capture attention. Emails are a lot like Youtube ads, if you don’t get attention within a few seconds the audience will hit skip. Email marketing is even harder than video ads. With email you only get a handful of words.

Are You Measuring Event Marketing The Right Way?

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For many B2B marketing departments, event marketing takes up a significant portion of the budget. According to the State of Pipeline Marketing Report 2016, 72.2% of B2B marketers invest in conferences and/or tradeshows, the sixth most commonly used channel.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation.