Biznology

FEBRUARY 23, 2018

I’ve long observed that B2B marketers focus too much on lead generation, and not enough on current customer expansion and retention, which is, after all, where the bulk of profits lie. When asked, the typical B2B marketer will say that 80-85% of their effort goes to customer acquisition. This is a mistake. What’s that?

Top of Funnel 205

Top of Funnel Work Management Marketing Management Churn Rate 205

Valasys

MARCH 28, 2023

AI in lead generation takes the drudgery out of the time-consuming tasks of customer acquisition and management. AI in Lead Generation Lead scoring is an integral part of the lead generation process. Software bots, such as AI chatbots, can also provide exceptional customer service automation.

Marketing AI 52

Marketing AI Lead Ranking Lead Generation Lead Scoring 52

The Point

JUNE 23, 2020

Even if you acknowledge that change as fact, however, it’s easy to become cynical (as I have) when vendors and thought leaders are constantly proclaiming the “death” of the old ways. When Account-Based Marketing (ABM) first arrived on the scene, vendors were quick to pronounce traditional, funnel-based marketing obsolete.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

ANNUITAS

SEPTEMBER 21, 2018

A Memo from CEO Adam Needles to ANNUITAS clients on the Adobe Acquisition of Marketo. And what does this mean for our ANNUITAS Perpetual Demand Generation ® (PDG) investments? (So – A short second … this is a welcome acquisition. And the Marketo acquisition has an ‘expansive view’ of CX as a core tenant.

Marketo 193

Marketo Acquisitions Marketing Automation Services Enterprise Management 193

Salesforce Marketing Cloud

DECEMBER 6, 2023

Here are next-generation financial service CRM features that you need to bridge the gap between your team and your clients, increase efficiency, and build a future-proof customer experience. Understand how vendors and partners work together at different layers of the relationship — and if their optimizations are a good fit for you.

Work Management 102

Work Management Marketing Management CRM Service 102

Webbiquity

FEBRUARY 24, 2017

To survive in the long run, companies need to have a sound customer acquisition and service strategy. To mitigate risk or generate maximum benefits, many organizations distribute their resources (read budget) in more than one marketing channel simultaneously. Building a robust customer acquisition process takes time.

Work Management 246

Work Management Small Business Marketing Marketing Management Marketing & Strategy 246

Martech

APRIL 19, 2024

It’s one of the oldest debates in lead generation: quantity vs. quality. Marketers who are judged by the number of leads they generate will push for quantity. Our lead generation products have evolved over the years,” said Becky Bui, Senior Director of North American Small Business Sales at Meta. “In An instant form lead gen ad.

Lead Gen 100

Lead Gen Paid Content Social Media Sales Qualified Leads 100

Zoominfo

JULY 2, 2020

Poor customer acquisition: Marketers can find themselves sending email after email, with very few responses in return. For instance, is lead generation a priority? Once you’ve established your goals, it becomes easier to select the tool or vendor that will best help you to achieve them. Increased revenue? Brand awareness?

Marketing Automation Services 246

Marketing Automation Services Marketing Automation Automation Work Management 246

Martech

JULY 14, 2022

The vendors respond. A great number of ABM vendors provide everything from all-in-one platforms to enable ABM strategies, to adjacent services like data enrichment, identity resolution, analytics, and interaction management/orchestration to B2B marketers ramping up their programs. Consolidation of ABM and demand gen. More M&A.

Account Based Marketing 117

Account Based Marketing Enterprise Management Work Management Marketing Management 117

Marketing Insider Group

SEPTEMBER 9, 2020

The end goal of marketing remains consistent even if the processes are continually evolving – generate leads, boost conversion rates, and increase sales pipelines in the shortest time and most cost-effective manner. . Customer Acquisition Cost (CAC). ROMI helps identify marketing projects that generate revenue or lack traction. .

Cost per Lead 259

Cost per Lead ROMI CPL Churn Rate 259

Martech

MARCH 1, 2024

B2B retention marketing finally has its day For as long as I’ve been in B2B marketing (don’t ask), lead generation and new-account acquisition have been the top priority for marketers. Penetration marketing Viewing customer acquisition as an expense or an investment, it follows that profitability emerges only with customer retention.

Tactics 120

Tactics Work Management B2B Marketing Marketing Management 120

ViewPoint

MARCH 22, 2018

Examples are big companies that have commodity acquisition departments (or purchasing departments); or smaller entrepreneur-run companies that feel that they can do every thing better and cheaper inside. The challenge is that lead generators with happy ears don’t ask the questions that might effectively disqualify an account.

Lead Scoring 189

Lead Scoring Lead Ranking Work Management Paid Search Agency 189

The Point

APRIL 16, 2019

When beginning a new B2B paid search campaign, it’s impossible to tell which keywords will ultimately convert the best over time and generate the lowest cost per conversion. Failure to do this often results in wasted ad budget and spending valuable ad dollars on terms that generate expensive clicks but don’t convert at the same high rate.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

Martech

SEPTEMBER 14, 2023

What I have observed over the past two years is that, while cutbacks in marketing may reduce customer acquisition cost, they can also deliver a considerable hit to annual contract value — as much as a 45% fall-off. “We It also provides clarity on how future investments with vendors are made. #2 You won’t win by trying to defend it all.

Marketing Analytics Tools 117

Marketing Analytics Tools Marketing Budget Enterprise Management Work Management 117

Zoominfo

OCTOBER 28, 2020

Many vendors claim to provide their intent data in “real time,” but let me let you in on a dirty little secret. With the acquisition of Clickagy, our differentiation here is real-time, on time. You may be asking yourself: Wait, ZoomInfo launched a new product then acquired a company with a similar use case?

Intent Data 208

Intent Data Zoominfo Buyer Intent Intent 208

Zoominfo

SEPTEMBER 30, 2020

People want personalization — in fact, in a recent survey, 97% of professionals said it was important to them that vendor websites have relevant content that spoke directly to their company. Basically, personas ensure that everything you do in terms of lead generation and customer acquisition, is tailored to your targeted buyers’ needs.

Ideal Customer Profiles 264

Ideal Customer Profiles Buyer Personas Planning Zoominfo 264

Belkins

JANUARY 17, 2021

There exist multiple client acquisition methods that allow for a steady influx of leads. Although lead generation and prospecting are united by a common goal, they aren’t synonymous. Here’s the main difference between prospecting and lead generation. These terms differ according to the strategy appli?ed

Lead Generation 130

Lead Generation Top of Funnel Work Management Marketing Management 130

Champion Communications

OCTOBER 4, 2023

Logicalis UK & I Logicalis talks dos and don’ts of M&A one year on from Q Associates acquisition Last August, Logicalis bought out Microsoft and Cisco partner Q Associates to bulk up its UK&I data-centric IT service capabilities. Generative AI offers internal and external opportunities for CloudSmiths’ customers.

Acquisitions 62

Acquisitions Work Management Marketing Management Verticals 62

Zoominfo

MAY 23, 2023

Understanding Intent Data Intent data captures the digital footprints left behind when prospects research products and services, generating signals that help inform sales, marketing, and business strategy decisions. By using intent data, you can see how key terms such as “mergers and acquisitions” spike ahead of a major deal announcement.

Intent Data 130

Intent Data Intent Work Management Marketing Management 130

SnapApp

JANUARY 15, 2019

In the same way, if you tried to build a B2B demand generation strategy based on faulty assumptions–or outright myths–you’d probably fail, too. Demand generation marketers, in particular, have a patchwork of myths to work through. So here’s your shortcut around the most prevalent demand generation myths.

Demand Generation Agencies 99

Demand Generation Agencies Demand Generation Top of Funnel Webinar Metrics 99

KoMarketing Associates

JANUARY 25, 2013

Last October, KoMarketing Associates announced the launch of research consultancy Software Advice’s B2B Demand Generation Benchmark Survey. In a poll of 155 primarily C-level marketing experts, social media received the largest percentage of votes for demand generation channels that marketers will spend more on in 2013.

Demand Generation 120

Demand Generation Advertising Benchmark Customer Surveys Demand 120

Martech

JULY 29, 2022

Once you’ve gone through the checklist to determine if you need — and are ready for — an ABM solution, the next step is to identify and contact vendors. Your vendor shortlist. For example, if enriching your ICPs with deeper technographic data is important, be sure to ask about it during vendor interviews and demos.

Enterprise Management 101

Enterprise Management Marketing Automation Services Marketing Management Account Based Marketing 101

Zoominfo

JUNE 27, 2022

often means the vendor with the most records wins and the one offering the highest quality data gets overlooked. When a merger or acquisition takes place, employee job roles and responsibilities often evolve or change. Other vendors attempt to provide a large number of records, but often at the cost of quality.

Purchase 130

Purchase Work Management Marketing Management Lead Ranking 130

Metadata

JANUARY 27, 2022

Hiring the right person to lead your demand generation effort is tough. I just went through the hiring process for the Demand Generation Manager position on our team, and let me tell you: I had to sift through a lot of BS before I found the stellar demand gen expert who ended up joining our team. Let me know how it goes.

Demand Generation Agencies 52

Demand Generation Agencies Demand Generation Cost per Lead Work Management 52

Martech

AUGUST 10, 2021

As a journalist covering marketing and technology, I often have cause to look up a vendor or product I’ve not heard of before. One of our contributors filed a story this week containing one brief reference to a vendor with an unusual name. Understanding different product roles in marketing technology acquisition. Read more here.

Work Management 111

Work Management Marketing Management Marketing Analytics Tools Digital Marketing Funnels 111

Martech

DECEMBER 4, 2023

Up to 90% of buyers have a set of vendors in mind before doing any research, and 90% of them will choose a vendor from the day one list, according to a survey by Bain and Google. Getting real with upper-funnel expectations We need to rethink how we approach the early stages of marketing traditionally focused on brand awareness.

B2B Marketing 105

B2B Marketing Trends B2B Planning 105

Pam Didner

OCTOBER 15, 2022

Attendee acquisition strategy. The attendee acquisition strategy is a must to get butts in seats. Since you already have an established audience, the purpose of attendee acquisition is more about helping potential attendees understand the agenda and upcoming product announcements or training. Event goals. Content tracks.

Work Management 83

Work Management Marketing Management Planning Effectiveness 83

KoMarketing Associates

AUGUST 28, 2018

Understanding the B2B buyer’s journey , from awareness to vendor validation to sales readiness, becomes critical in developing a successful online marketing program. The application of keyword research is also a critical component of this process, since search engines are a primary acquisition channel bringing prospects to a B2B website.

Buyer's Journey 148

Buyer's Journey Work Management Keywords Marketing Management 148

KoMarketing Associates

MARCH 13, 2018

Technology and software vendors realize how important SEO can be for generating leads and building brand awareness for their solutions and the organization in general. Create content marketing landing pages, organized by strategic keyword targets, curating thought leadership, lead generation assets, and industry expertise.

Marketing Management 182

Marketing Management Link Building Software B2B Marketing 182

Anteriad

APRIL 25, 2023

Our recent acquisition of BNZSA brings with it regional and local expertise across Europe and Asia in 26 different languages, bringing an incredible depth of experience that matters at the local level. Advertisers in the test saw up to 50% higher CTR and 40% reduction in cost per acquisition with Anteriad data.

Cost per Acquisition 52

Cost per Acquisition Demand Generation Agencies CTR Acquisitions 52

Martech

MARCH 4, 2022

Cost-per-acquisition (CPA) is how brands measure the efficiency with which they acquire new customers. This can generate leads, conversions, sales, and eventually lifetime value. The smaller outfit lacks the brand equity, data and customer acquisition. Pass it back to the vendor.” There is no sale without a customer.

Cost per Acquisition 107

Cost per Acquisition Top of Funnel Cost CPA 107

Webbiquity

JUNE 20, 2017

The success of any ABM campaign rides on your team’s ability to identify which accounts offer your organization the highest value—in other words, which accounts are most likely to generate revenue for your company. Data acquisition and analysis will look different at every company. Get Started.

Account Based Marketing 229

Account Based Marketing Ideal Customer Profiles ABM Zoominfo 229

PathFactory

MAY 24, 2023

“[PathFactory provides] Clear and fast payback across Demand Gen, ABM, and customer programs” Sales will love that their teams can benefit from PathFactory’s ability to generate quality pipeline and get access to key insights that allow them to guide their deals to close as efficiently as possible. “We

Marketing Analytics Tools 52

Marketing Analytics Tools Advertising Agencies Top of Funnel Buyer's Journey 52

Litmus

MAY 10, 2021

We even include a free template to help you evaluate vendors! However, you won’t know for sure which tool will help you reach your goals upfront—but you can at least use your goals to establish expectations when you vet vendors and speak to sales reps. Email acquisition or lead generation. Consider features you want.

Marketing Automation Services 143

Marketing Automation Services Budget Programs Work Management Template 143

Biznology

DECEMBER 2, 2019

B2B marketers are expanding their roles from just cranking out lead generation campaigns to stepping in as managers of the prospect and customer relationship, in partnership with their sales counterparts. Business buyers are already using their Siri, Alexa, Hey Google and Cortana devices to identify potential vendors.

Enterprise Management 143

Enterprise Management Work Management Marketing Management B2B Marketing 143

xiQ

JANUARY 30, 2023

This means B2B buyers expect sellers to not only know their products but also to convince them how their products are unique from their vendors. This means B2B buyers expect sellers to not only know their products but also to convince them how their products are unique from their vendors.

B2B Sales 126

B2B Sales Work Management B2B Marketing Management 126

Content Standard

DECEMBER 6, 2023

Title Options A Quick Start to Research-Informed Content for Healthcare Vendors Healthcare Vendors and Research-Informed Content: 4 Tactics You Can Implement Today Healthcare Vendors and Research-Informed Content-Part 1: The Low-Hanging Fruit “Half of them are working off instinct and hunches.”

Work Management 52

Work Management Marketing Management Vendors Research 52