Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. That’s not because email is going away any time soon. MORE
Technology marketers love analyst reports. Sure, they’re expensive to license, but they’re instant fodder for all sorts of content marketing, they bring credibility and name recognition to a campaign, and – bonus – they say nice things about your product. MORE
Following on the heels of CAN-SPAM (US) and CASL (Canada), the General Data Protection Regulation (GDPR) is the latest in a series of government regulations that promises to have a major impact on the way B2B marketers conduct business. MORE
The team at Demand Gen Report just released their 2018 Content Preferences Survey Report (free download, registration required), yielding fresh insights – and a few surprises – on the types of content today’s B2B buyers prefer, and why. MORE
Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy. MORE
What to do if a prospect comes to your landing page, starts to fill out the form, but doesn’t complete the task? Form abandonment and cart abandonment campaigns are standard practice for B2C and ecommerce marketers, less so for those of us B2B types who deal in leads vs. transactions. MORE
After more than two decades in the agency business, I’ve seen dozens of clients and hundreds of campaigns succeed and fail. MORE
In B2B email marketing , does short copy always win over long? Not necessarily. The answer depends on your audience, the complexity of your message, and how well the copy maintains the reader’s interest and drives action. MORE
Subject line testing is that one email best practice that all B2B marketers know is a good idea, and yet very few of us do it consistently. MORE
Demand Generation Report just published their 2018 Outlook Guide: The State of Marketing Automation. MORE
We marketers may be many things, but few of us can be described as patient. We want results, and we want them now. And so when martech companies come along promising instant answers to all our marketing challenges, we’re all ears. We all want the quick fix, right? Wish it were that easy. MORE
This week was my eighth consecutive Marketo Summit, all of them as a sponsor/exhibitor. The event has transformed since 2009, when the customer party fit (literally) onto a suburban restaurant patio. MORE
In the headlong rush to Account-Based Marketing , many B2B companies are, quite naturally, looking to implement ABM in a manner that allows them to dip their toes in the proverbial water. MORE
In a recent article on LinkedIn that I highly recommend for any tech entrepreneur, Jason Seeba and Ashu Garg spell out the key priorities, milestones, and pitfalls for early-stage companies seeking to acquire customers. MORE
For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple. At our agency , we’re seeing great results across a broad swath of clients from LinkedIn Sponsored Updates in particular, at a cost per lead similar to, or sometimes better than, traditional search marketing. MORE
For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. Today, of course, a comprehensive lead nurturing strategy is much more than that. MORE
In a world where demand generation , and marketing in general, is more data-driven than ever, one of the hottest topics in B2B circles is intent data. The lure of intent data is learning which companies are going to buy from you and when. But is that real? MORE
New marketing technologies like Uberflip make it increasingly easy to track content consumption beyond just clicks and downloads. MORE
If you can say anything about marketers, it’s that we love obituaries. Yes, we love to declare things dead. Inbound Marketing? The MQL? Lead Funnels? MORE
First, a confession: I hate providing references. As one of the principals at a B2B marketing agency , I get asked for them frequently (though not always) by prospective new clients and, quite aside from the hassle of selecting (who have we not asked recently?), MORE
Research company TrustRadius just published their new edition of the “Buyer’s Guide to Marketing Automation Software,” and it’s a doozy. MORE
Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. Earlier this year, he launched The B2B Content Agency to provide clients with buyer research, message strategy and insight-lead sales narratives. MORE
The reality of life as a professional marketer is that there is rarely, ever, enough time, budget, resources or bandwidth to plan, design, build, launch and manage every campaign as we would if we could. I get that. We all make compromises. MORE
It’s a perennial fixture in any marketer’s calendar that, every so often, the boss will decide that it’s time to drop the proverbial gloves and go after the competition. MORE
Results from Deloitte’s 2017 CMO Survey are out, providing insights into key trends, plans, and opinions from more than 2,800 top marketers. You can download an executive summary of the survey results here. MORE
Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development. MORE
I was left a voicemail earlier this week by a sales rep that I talked to (briefly) about 6 months ago. His message today was, in summary: “Are you ready to engage with us yet?”. Now, not only was I not ready, I barely remember what his company does. MORE
When you work primarily with high-tech clients , you learn to cope with a great deal of short-term thinking. Tech companies have short-term horizons for a number of reasons: * Many are private and depend on short term results to prove viability and therefore ensure their ongoing funding. MORE
Earlier this month I co-hosted a Webinar with Greg Kelly of Vidyard and Jason Oakley of Uberflip on “ Driving B2B Engagement with Personalized Content.” MORE
Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. Some content types are best-suited for early stage offers, while others will only appeal to those buyers in the very latter stages of the buying cycle. MORE
To be successful in driving engagement from business buyers, it’s not enough that marketing content simply be relevant to the individual reader. MORE
There was a not too distant time when virtually all B2B demand generation was outbound. You millennials won’t remember this.) You rented a list and pushed your message to that list. But then inbound marketing happened. MORE
When designing sales plays as part of your Account-Based Marketing (ABM) strategy, it pays to start with a few key questions: 1. What is the primary objective? For example: secure an appointment, gain an introduction …). MORE
I review B2B email campaigns regularly in this space, and though I’m not one to be sparing in my opinions, I do try to be conscious of the type and size of company responsible for the campaign, with the thought, I suppose, that some marketers just may not know better. MORE
Started in 2008 as the world’s first open source video player, JW Player pioneered video on the Web and today has customers in 193 countries, ranging from Fortune 500 companies to individual bloggers. The company’s flagship product, JW Player, is live on more than 2 million sites with more than 1.3 MORE
The best demand generation campaigns start with content that your prospects want. Even the best data, and sparkling creative, can’t save you or your campaign if your content and offer isn’t up to scratch. Here are 8 simple questions to help you decide whether that content is good enough. MORE
The Point
MAY 21, 2018
I review B2B email campaigns regularly in this space, and though I’m not one to be sparing in my opinions, I do try to be conscious of the type and size of company responsible for the campaign, with the thought, I suppose, that some marketers just may not know better.
The Point
MAY 16, 2018
It’s a perennial fixture in any marketer’s calendar that, every so often, the boss will decide that it’s time to drop the proverbial gloves and go after the competition.
The Point
APRIL 20, 2018
The team at Demand Gen Report just released their 2018 Content Preferences Survey Report (free download, registration required), yielding fresh insights – and a few surprises – on the types of content today’s B2B buyers prefer, and why.
The Point
APRIL 26, 2018
In a world where demand generation , and marketing in general, is more data-driven than ever, one of the hottest topics in B2B circles is intent data. The lure of intent data is learning which companies are going to buy from you and when. But is that real?
Advertisement
Discover critical data and insights with MarketingCharts' most popular B2B marketing charts of 2017. This deck covers both the buyer’s and seller’s perspective across topics such as lead generation, vendor relationships, and content marketing.
The Point
MARCH 8, 2018
Technology marketers love analyst reports. Sure, they’re expensive to license, but they’re instant fodder for all sorts of content marketing, they bring credibility and name recognition to a campaign, and – bonus – they say nice things about your product.
The Point
FEBRUARY 14, 2018
New marketing technologies like Uberflip make it increasingly easy to track content consumption beyond just clicks and downloads.
The Point
DECEMBER 12, 2017
Results from Deloitte’s 2017 CMO Survey are out, providing insights into key trends, plans, and opinions from more than 2,800 top marketers. You can download an executive summary of the survey results here.
The Point
JUNE 30, 2017
In the headlong rush to Account-Based Marketing , many B2B companies are, quite naturally, looking to implement ABM in a manner that allows them to dip their toes in the proverbial water.
Speaker: David Crane, Head of Content & Thought Leadership, Integrate
The coming month will test the boundaries of change management for marketing organizations (and their colleagues in sales, finance, IT and legal) as they ready their teams for the EU’s General Data Protection Regulation (GDPR), which will go into effect May 2018. Much of what we’ve seen in B2B marketing publications, martech vendor blogs and from word-of-mouth borders on fear-mongering. Not to say this isn’t understandable – a lot of rather quick changes must be made to ensure GDPR compliance, and they can feel overwhelming. However, some of the wisest B2B marketing experts continue to reiterate one very important point: GDPR, while causing significant stress now, will lead to more efficient and effective marketing and sales down the road.
The Point
JULY 17, 2017
Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development.
The Point
JANUARY 24, 2017
Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy.
The Point
AUGUST 29, 2017
When designing sales plays as part of your Account-Based Marketing (ABM) strategy, it pays to start with a few key questions: 1. What is the primary objective? For example: secure an appointment, gain an introduction …).
The Point
SEPTEMBER 21, 2017
I was left a voicemail earlier this week by a sales rep that I talked to (briefly) about 6 months ago. His message today was, in summary: “Are you ready to engage with us yet?”. Now, not only was I not ready, I barely remember what his company does.
The Point
OCTOBER 18, 2016
Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. Some content types are best-suited for early stage offers, while others will only appeal to those buyers in the very latter stages of the buying cycle.
Advertisement
B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead.
The Point
APRIL 19, 2017
The best demand generation campaigns start with content that your prospects want. Even the best data, and sparkling creative, can’t save you or your campaign if your content and offer isn’t up to scratch. Here are 8 simple questions to help you decide whether that content is good enough.
The Point
DECEMBER 28, 2017
Demand Generation Report just published their 2018 Outlook Guide: The State of Marketing Automation.
The Point
OCTOBER 25, 2016
We marketers may be many things, but few of us can be described as patient. We want results, and we want them now. And so when martech companies come along promising instant answers to all our marketing challenges, we’re all ears. We all want the quick fix, right? Wish it were that easy.
The Point
FEBRUARY 28, 2017
If you can say anything about marketers, it’s that we love obituaries. Yes, we love to declare things dead. Inbound Marketing? The MQL? Lead Funnels?
Speaker: Brian Carroll, CEO & Founder of markempa
Today’s sales and marketing environment is a paradox. There has never been more marketing channels to reach potential customers. But, connecting and building trust with buyers has never been harder. That's why we need to go beyond rational-logic based marketing to understand how our customers feel. Empathy is not just a “soft” skill, it's an incredibly powerful tool to understand customer motivation and increase lead conversion.
The Point
NOVEMBER 29, 2017
After more than two decades in the agency business, I’ve seen dozens of clients and hundreds of campaigns succeed and fail.
The Point
AUGUST 25, 2017
First, a confession: I hate providing references. As one of the principals at a B2B marketing agency , I get asked for them frequently (though not always) by prospective new clients and, quite aside from the hassle of selecting (who have we not asked recently?),
The Point
MAY 9, 2017
Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. Earlier this year, he launched The B2B Content Agency to provide clients with buyer research, message strategy and insight-lead sales narratives.
The Point
JANUARY 30, 2018
In a recent article on LinkedIn that I highly recommend for any tech entrepreneur, Jason Seeba and Ashu Garg spell out the key priorities, milestones, and pitfalls for early-stage companies seeking to acquire customers.
Speaker: Carlos Hidalgo, CEO & Founder of VisumCx
B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees. This is not accomplished by creating more content or sending more communication, the key to success is establishing a conversation with your buyers that engages them in a meaningful dialogue and ultimately converts them to a customer.
The Point
FEBRUARY 16, 2017
The reality of life as a professional marketer is that there is rarely, ever, enough time, budget, resources or bandwidth to plan, design, build, launch and manage every campaign as we would if we could. I get that. We all make compromises.
The Point
SEPTEMBER 11, 2017
For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple. At our agency , we’re seeing great results across a broad swath of clients from LinkedIn Sponsored Updates in particular, at a cost per lead similar to, or sometimes better than, traditional search marketing.
The Point
MARCH 22, 2017
To be successful in driving engagement from business buyers, it’s not enough that marketing content simply be relevant to the individual reader.
The Point
NOVEMBER 22, 2016
For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. Today, of course, a comprehensive lead nurturing strategy is much more than that.
Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY
If you are a marketer who needs to generate more high-quality leads that will turn into sales opportunities and revenue, register now for this special event that will show you how to get started and moving in a profitable direction.
The Point
NOVEMBER 10, 2016
Started in 2008 as the world’s first open source video player, JW Player pioneered video on the Web and today has customers in 193 countries, ranging from Fortune 500 companies to individual bloggers. The company’s flagship product, JW Player, is live on more than 2 million sites with more than 1.3
The Point
SEPTEMBER 23, 2016
In B2B email marketing , does short copy always win over long? Not necessarily. The answer depends on your audience, the complexity of your message, and how well the copy maintains the reader’s interest and drives action.
The Point
DECEMBER 15, 2016
What to do if a prospect comes to your landing page, starts to fill out the form, but doesn’t complete the task? Form abandonment and cart abandonment campaigns are standard practice for B2C and ecommerce marketers, less so for those of us B2B types who deal in leads vs. transactions.
The Point
NOVEMBER 22, 2017
Earlier this month I co-hosted a Webinar with Greg Kelly of Vidyard and Jason Oakley of Uberflip on “ Driving B2B Engagement with Personalized Content.”
Advertisement
How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale.
The Point
APRIL 26, 2017
This week was my eighth consecutive Marketo Summit, all of them as a sponsor/exhibitor. The event has transformed since 2009, when the customer party fit (literally) onto a suburban restaurant patio.
The Point
JUNE 8, 2016
Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. That’s not because email is going away any time soon.
The Point
DECEMBER 16, 2015
Research company TrustRadius just published their new edition of the “Buyer’s Guide to Marketing Automation Software,” and it’s a doozy.
The Point
OCTOBER 25, 2017
There was a not too distant time when virtually all B2B demand generation was outbound. You millennials won’t remember this.) You rented a list and pushed your message to that list. But then inbound marketing happened.
Advertisement
Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.
INDUSTRY INSIGHTS YOUR PEERS ARE READING
186 
Let's personalize your content