Bridging the content gap for B-to-B marketing automation and lead generation

Sales Lead Insights

It refers to the ascendance of content marketing (especially in B-to-B), and the differential between the current inventory of quality content that most B-to-B companies have, and the amount they need to have to market effectively.

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How Performance Marketing Accelerates B-to-B Prospecting


Every time you turn around, a new “performance marketing” opportunity turns up for B-to-B marketers. But there are some potholes to consider. Let’s look at how marketers get value out of this approach to finding new customers. . So marketers need to do the math.

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An Interview With Mike Damphousse About B-to-B Appointment Setting

Sales Lead Insights

This is the first in a series of occasional interviews with top practitioners in the field of B-to-B demand generation. Today’s guest is Michael Damphousse , CEO/CMO of Green Leads, LLC , a firm that specializes in using the phone to get qualified appointments for its clients’ salespeople on a pay-per-performance basis. His blog, Smashmouth Marketing , has developed a wide following among B-to-B marketing professionals.

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To Gate or Not to Gate, That Is the B-to-B Content Marketing Question


There’s a spirited debate in B-to-B marketing about whether it’s best to give away information (aka “content,” like white papers and research reports) to all comers, versus requiring web visitors to provide some information in exchange for a content download. In other words, to gate your content or not to gate. The underlying assumption there is that people buy from companies that they trust—a valid point, to be sure.

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Five Principles of B-to-B Event Marketing Success

Experience Marketing Insights

Key takeaways from the 2018 B-to-B Dream Team panel at Experiential Marketing Summit

Testing for B-to-B Marketers: How hard is it?


B-to-B marketers are often guilty of laziness when it comes to testing their communications, whether it’s testing the copy approach, the layout, the offer or the target audience. Well, to call it laziness may not be entirely fair. Image via Wikipedia.

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2018 B-to-B Dream Team Panel

Experience Marketing Insights

Learn from top marketers at the Experiential Marketing Summit

Bridging the Content Chasm for B-to-B marketing automation and lead generation

Sales Lead Insights

It refers to the ascendance of content marketing (especially in B-to-B), and the differential between the current inventory of quality content that most B-to-B companies have, and the amount they need to have to market effectively.

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B2B Data-Driven Marketing: What You Need to Know Today


If you’re selling to business buyers, data about your customers and prospects is essential to success. Even with the data on hand, many marketers are unsure of what to do with it. You need to get a grip on customer data, and figure out how to put it to work for your business.

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How to find your best B2B prospects


Use analytics to build a profile of your best customers, and use that model to find lookalikes. Develop content that helps them do their jobs and solve their business problems, and that they are likely to be searching for online.

Keep B-to-B marketing strategies and tactics tightly focused on driving leads

Sales Lead Insights

In my view, the primary objective of B-to-B marketing is to drive leads and sales. Recommendation: Let your brand come along for the ride while you focus your marketing on convincing potential buyers to raise their hands and express interest in your products or services.

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B-to-B VR: Visa’s Immersive Employee Education Experiences

Experience Marketing Insights

Join us to for tips to create thriving programs with digital

Five Ways B-to-B Marketers Need to Change Their Game


In the old days—just a few years ago—when business buyers had a problem, they’d call in their vendors for advice on how to solve it. So a sales person was in a nifty position to educate—and influence—the buyer from the earliest stages of the process. Image via Wikipedia.

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Business-to-Business Telemarketing: Wasting Your Money?

Sales Lead Insights

Because this is what happens when somebody realizes that there are not enough sales leads in the pipeline to meet this quarter’s sales revenue goals: Scenario A: Forced Labor They grab a […]. Telemarketing B-to-B telemarketing lead generation

The B2B marketing ironies of our time


Let me share a few ironies that I’ve noticed, and I hope readers will add others to the list. Or tell me to shut up and talk about something else. . Kudos to them. Budgets continue to shift to digital channels.

Five Principles for Creating Award-Winning B-to-B Brand Experiences

Experience Marketing Insights

Lessons from the B-to-B Dream Team Power Panel

Back to the basics: a method for B2B success in 2018


If you are lost as to what you want to focus on in your B2B marketing in 2018 to exceed your growth goals, this video is for you. Garrett Mehrguth highlights data-backed approaches and tactics for you to test. Thanks to all our sponsors!

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15 Proven B-To-B Strategies for Sales Funnel Acceleration


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Keeping up with ABM: tips from the FlipMyFunnel conference


It’s clear that B2B marketing has been revolutionized by technology—from the Internet itself, to the myriad (nearly 7,000 ) martech point solutions available these days. Deliberate communications between marketing and sales is key to success in ABM. I’m coming around to your side.].

AdAge Ranks Freeman as a Top B-to-B Agency

Experience Marketing Insights

Also ranked as the largest B-to-B experiential marketing agency in the United States

Event Marketer: B-to-B Millennials

Experience Marketing Insights

How the PCMA annual meeting connected with a new generation

Five Ways to “Get Real” With B-to-B Social Media


Today, 89% of B-to-B marketers in the U.S. are using social media, says a study conducted by iTracks and the Business Marketing Association (BMA). In fact, B-to-B use of social media may have even eclipsed that of consumer marketers, according to another report from White Horse Productions. But the B-to-B marketers I talk to still sound confused. What you want to do is get out of the hype, get real, and get results.

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Keep B-to-B marketing strategies and tactics tightly focused on driving leads

Sales Lead Insights

Let your brand come along for the ride while you focus your B-to-B marketing on convincing potential buyers to raise their hands and express interest in your products or services.

B2B marketing lessons from Michael Brenner


I listened to Michael Brenner recently give a keynote talk to B2B marketers at the MeritDirect Coop client conference, and picked up scads of great insights, tips, and strategic wisdom I’d like to share. Among them: Find out what your buyers are looking for, and give it to them.

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Experience Marketing Insights

Learn from the team elevating brand experience

B2B Lead Generation Blog: The B2B Lead Generation Blog Wins Best B-to-B Marketing Blog in MarketingSherpas Readers Choice Awards

B2B Lead Generation

FREE E-Book 8 Critical success factors for lead generation Just tell us where to send your FREE updates Subscribe in a reader Podcast Feed Subscribe via iTunes Recognition Thanks for Reading! I won the best B-to-B Marketing Blog in MarketingSherpas Readers Choice Awards!

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SiriusDecisions Summit 2015: The Un-Death of B2B Sales


I’ve got to admit, when SiriusDecisions’ Jennifer Ross and Marisa Kopec opened their keynote session yesterday morning saying their presentation was going to be “provocative”, I was skeptical. So what does this mean for marketers who thought we were impossible to shock or provoke?

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B-to-B Lead generation: What Enterprise-size Companies Should be Doing Differently in 2010

Sales Lead Insights

If you are responsible for business-to-business lead generation at a large company, don’t miss this webcast! This one-hour webinar will cover: The latest trends in B-to-B lead generation, and how you can leverage them; Which lead gen strategies and tactics are working best, and which no longer work for enterprise companies like yours; The pros and cons of various marketing media for generating, nurturing, and qualifying leads.

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B-to-B Dream Team: Lessons Learned from the EMS Power Panel

Experience Marketing Insights

Get the 411 on Top Takeaways from Top B-to-B Event Marketers

B-to-B Dream Team Q&A: Kate Lechowicz of NetApp

Experience Marketing Insights

Powerful personalization leads to authentic connections

B-to-B Dream Team Q&A: Tania Weidick of Oracle

Experience Marketing Insights

Insights on audiences, event measurement, and brand experiences

B-to-B Marketing in a Buyer-Driven World

The ROI Guy

Alinean and sales and marketing consultancy Sirius Decisions just wrapped up an important new webinar for marketers - B-to-B Marketing in a Buyer-Driven World. The webinar introduces new and important research on buying cycles and how changing requirements require new marketing models and tools to effectively reach frugal and empowered buyers. ROI B2B SiriusDecisions TCO B to B Alinean Sales Tools

Are you ready for AI in marketing?


It doesn’t take much to get ready—mostly an open mind and willingness to learn. What you need to understand first is that artificial intelligence (AI) isn’t some shiny object that solves all problems. Most people aren’t, but that’s okay.

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Chief Marketer: FreemanXP a Top 50 B-to-B Marketing Agency

Experience Marketing Insights

Chief Marketer highlights FreemanXP in its annual B-to-B Top Shop listing

Breaking News: Event Marketer B-to-B Dream Team Revealed

Experience Marketing Insights

Celebrating brand experience innovators

Study: B-to-B Marketers Lagging With Social Media

delicious b2bmarketing

Study: B-to-B Marketers Lagging With Social Media. Data shows about 40 percent of b-to-b brands aren’t using social marketing. Of 548 b-to-b marketers surveyed by Eloqua, about 40 percent say they are not yet using social media marketing.

Six strategies behind the trend in B2B client conferences


Have you noticed how so many B2B companies seem to be running their own proprietary conferences these days? In conversations with several marketers, I have identified six reasons to consider it. Who better to sell for you than happy current customers?

Three barriers to B2B data-driven marketing


That’s a good thing, since marketers are under increasing pressure to manage, collect, and make use of data, according to a recent CMO Club/Gartner study. Most B2B marketers really struggle to get their arms around the reality of customer and prospect information.

Why Servant Marketing Matters

B2B Lead Generation

Tweet As I talk to marketing and sales leaders, I hear this reoccurring theme: “I want to do something that really matters; I want to feel what I’m doing is really making a real difference.” ” I feel the same way, but I’ve painfully learned that it’s futile to make changes outside before we make changes inside. This requires a different kind of thinking to drive a different way of marketing.

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B-to-B Marketers Will Press the "Reset" Button on Thought Leadership in 2010

The Content Factor

This week, BtoB Magazine published these two stories, and it is up to me to connect the dots.Public companies shedding b-to-b mediaIncompatibility with volatile ad cycles has big publishers selling off propertiesThe global downturn has underscored advertising's cyclicality, with ad pages plunging an average 30% this year. Tags: business to business (B2B) thought leadership content marketing Custom content is up, and trade publications are down.

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