Adobe Experience Cloud Blog

JANUARY 22, 2020

The middle of the demand generation funnel receives way less attention than it deserves. At the top of the funnel, marketing increases traffic and fills the database with new leads through paid ads, social media, search, referral programs, and a variety of other channels. What exactly is the middle of the funnel?

Top of Funnel 160

Top of Funnel Lead Ranking Sales Qualified Leads Marketing Qualified Leads 160

Marketing Insider Group

SEPTEMBER 28, 2020

Thought leadership content marketing is one of the most effective ways of establishing your name and company as an authority in your industry. Thought leadership marketing means going beyond the same blog posts and regurgitated ideas that everyone seems to be publishing. Quick Takeaways.

Thought Leadership 362

Thought Leadership Enterprise Management Work Management Marketing Management 362

Zoominfo

FEBRUARY 25, 2021

What is lead generation, and why is it a source of contention for sales and marketing teams? Usually considered a sub-objective of a Demand Generation strategy, Lead generation refers to the process of attracting and converting prospects into paying customers, or at the very least getting them into the sales funnel.

Sales Management 240

Sales Management Lead Generation Lead Ranking Sales Qualified Leads 240

Trade Press Services Newsletter

JULY 11, 2024

Can B2B companies leverage influencer marketing, or is it strictly for consumer-facing organizations? According to a poll conducted by InvespCro , 94 percent of marketers believe influencer marketing is a successful strategy for B2B businesses. Despite its slower adoption, data shows that B2B influencer marketing works.

B2B Marketing 254

B2B Marketing B2B Thought Leadership Webinar Metrics Advertising Agencies 254

Marketing Insider Group

JUNE 30, 2020

Content marketing can give B2B companies a truckload of options to keep their audience engaged. Top Priorities & Unique Challenges for B2B Content Marketing. Unlike B2C Marketing, B2B companies have the unique challenge of not always being present in the eye of the customer. Types of B2B Content. Let’s see how.

Work Management 363

Work Management B2B Marketing Marketing Management Content Marketing 363

Marketing Insider Group

JUNE 22, 2020

In this article, we look at some B2B content marketing data to point to the biggest trends. The State of B2B Content Marketing. Let’s look at how much B2B companies are using content marketing. You may assume B2B companies are all in with content marketing. It is a top tactic. Source: eMarketer.

Top of Funnel 354

Top of Funnel Buyer's Journey Trends Lead Ranking 354

Zoominfo

MARCH 9, 2021

Demand generation is the process of building awareness and interest in a brand’s products and services. Marketing teams work in a cross-functional capacity to develop ongoing, omni-channel strategies that utilize a portfolio of tactics to connect value propositions to the right audience. Demand Gen = Sales + Marketing.

Demand Generation Agencies 225

Demand Generation Agencies Demand Generation Top of Funnel Demand 225

Marketing Insider Group

FEBRUARY 22, 2023

In this article, we look at some B2B content marketing data to point to the biggest trends. The State of B2B Content Marketing Let’s look at why most B2B companies are using content marketing. You may assume B2B companies are all in with content marketing. It is a top tactic. And they need help.

Top of Funnel 337

Top of Funnel Buyer's Journey Lead Ranking Lead Scoring 337

Webbiquity

FEBRUARY 25, 2020

Engaging, mobile-friendly, and easy to consume, online video has become a mainstay for B2B marketers. Marketers are embracing the medium to produce several different types of videos including branding, customer education (explainer videos, tutorials), thought leadership, and client testimonials. What are their responsibilities?

Top of Funnel 249

Top of Funnel Video Marketing B2B Thought Leadership Digital Marketing Funnels 249

Contently

OCTOBER 19, 2018

” That question was lobbed at me—politely—by Contently’s senior sales director when I sat in on his departmental training. In his defense, I had been tucked in the corner of the conference room while he doled out advice to our newest sales development representatives (SDRs), scribbling ominously in my notepad.

Top of Funnel 153

Top of Funnel Work Management Marketing Management B2B Thought Leadership 153

Zoominfo

JULY 11, 2018

When executed correctly, content marketing can attract, engage, and retain new customers– Yet, despite the various benefits of content marketing, many B2B organizations have miles to go before they can build a successful content marketing program. B2B Content Marketing Strategy. B2B Content Marketing Maturity.

Statistics 255

Statistics B2B Marketing Marketing Budget Creation Planning 255

Zoominfo

MARCH 22, 2018

The art of the sales pitch has drastically changed in recent years. In fact, experts estimate that 50%-90% of the buyer’s journey is complete before the buyer even speaks to a sales rep ( source ). In fact, experts estimate that 50%-90% of the buyer’s journey is complete before the buyer even speaks to a sales rep ( source ).

Storytelling 196

Storytelling Zoominfo B2B Thought Leadership B2B Sales 196

Contently

APRIL 20, 2018

The same can be said for just about any high-consideration product—airplane tickets, laptops, B2B software. When looking at the interplay between these channels, it’s incredibly important to map them to different parts of the marketing funnel. Remember those valuable emails you captured earlier in the funnel?

Top of Funnel 161

Top of Funnel Distribution Marketing Funnels Marketing Strategy 161

Webbiquity

OCTOBER 23, 2024

Both efficiency and effectiveness are paramount in today’s B2B marketing landscape. Content Marketing Considerations for B2B Success For B2B marketers, developing a successful content marketing strategy requires careful consideration of several critical factors. Clearly, B2B content marketing requires a strategic approach.

Webinar Metrics 166

Webinar Metrics CMS Development Top of Funnel Industry CMS 166

Marketing Insider Group

FEBRUARY 13, 2023

I’ve been working in B2B Marketing long enough to remember how we started as the folks who work the booths at trade shows and created brochures for sales. B2B Marketing has certainly evolved from those simple beginnings. Although it can be a challenge, B2B marketing an exciting process that delivers real results.

Marketing Budget 343

Marketing Budget B2B Marketing B2B Planning 343

Content Standard

OCTOBER 2, 2020

There is a lot of debate surrounding the marketing funnel—from who owns it, be it marketing or sales, to whether or not it’s still relevant to today’s consumer buying process. First, let’s establish a basic framework for the funnel, so we can better address these issues.

Top of Funnel 145

Top of Funnel Marketing Funnels Work Management Digital Marketing Funnels 145

Marketing Insider Group

SEPTEMBER 13, 2021

Does the thought of having to develop a content marketing strategy give you anxiety? According to the CMI (Content Marketing Institute) B2B Content Marketing report, 94% made some changes. Making an investment to consistently publish content that your target audience wants to consume to drive business outcomes (leads, sales, etc.)

Template 362

Template Marketing & Strategy Marketing Strategy Content Marketing 362

Marketing Insider Group

SEPTEMBER 21, 2020

B2B marketers who blog get 67 percent more leads than those who don’t. Business owners who create a blog and commit to posting regularly will see an increase in traffic, leads, and sales. And, it should be aligned with a stage of the buyer journey: Top-of-funnel posts are designed for target buyers in the awareness stage.

Top of Funnel 361

Top of Funnel Paid Search Agency Companies Marketing Automation Services 361

DiscoverOrg

JULY 3, 2018

Even if you hit your sales goal, the new quarter is still a great time to take stock of wins and losses … AND start building your pipeline for a quota-crushing Q3. Just like exercise and eating your vegetables, building sales pipeline means doing the hard things now in order to reap a future reward. It starts today. Not always.

Top of Funnel 196

Top of Funnel Ad Building B2B Thought Leadership Buyer Intent 196

Marketing Insider Group

NOVEMBER 15, 2022

As a long-time ITSMA partner I have been privileged to attend the event in-person which showcases a plethora of B2B marketing experts, expert insights and points of view, and cutting edge and innovative research. Looking back one year later, my top-ten list aged well and all are still highly relevant and critical for B2B marketing.

B2B Thought Leadership 242

B2B Thought Leadership B2B Marketing Planning Top of Funnel 242

ATAK Interactive

JULY 21, 2020

B2B businesses today operate in a new reality. 82% of B2B buyers today spend more time in the research phase, extensively evaluating a product or service before purchasing. Buyer power has increased and as such, B2B businesses have to adapt to this new buyer journey and integrate new techniques to win and retain these customers.

B2B Sales 148

B2B Sales Work Management B2B Thought Leadership Marketing Management 148

Marketing Insider Group

MARCH 18, 2021

Some B2B companies tend to neglect social media altogether, dismissing the opportunity to showcase their brand’s identity and connect with their following on a one-to-one level. Form a comprehensive plan, pledging to follow the tactics you outline and use benchmarks to adjust for success. Become a Thought Leader.

Social Media 279

Social Media Work Management Webinar Metrics Social Marketing 279

Marketing Insider Group

JULY 1, 2020

It also provides your company with a platform to activate employees , to publish thought leadership , and to tell more human brand stories that also attract better talent and keeps your employees motivated. Thought leadership. Biographies of Cisco’s leadership team. More leads. Higher conversion rates.

Marketing Budget 363

Marketing Budget Paid Content ROI Marketing & Strategy 363

Zoominfo

FEBRUARY 25, 2021

What is lead generation, and why is it a source of contention for sales and marketing teams? Usually considered a sub-objective of a Demand Generation strategy, Lead generation refers to the process of attracting and converting prospects into paying customers, or at the very least getting them into the sales funnel.

Sales Management 177

Sales Management Lead Generation Lead Ranking Sales Qualified Leads 177

Webbiquity

DECEMBER 14, 2021

Websites are the “storefront” of B2B organizations. Like a real-world storefront, a business website should be clean, attention-getting, and inviting, which makes effective B2B website design crucial. B2B businesses understand the value of their website and blog as the core of their online presence. Guest post by Dylan Berger.

Design 262

Design Privacy Policies Marketing Websites Effectiveness 262

Vision Edge Marketing

AUGUST 22, 2023

These two concepts came into play in a recent conversation with a CGO of a B2B Identity and Access Management company who asked : “ What are the pros and cons of using the waterfall versus the intent approach for developing a new opportunity scoring model and which approach would I recommend.

Lead Ranking 202

Lead Ranking Lead Scoring Marketing Qualified Leads MQL 202

Marketing Insider Group

MARCH 16, 2021

While many marketing tactics can generate quantifiable business results, some do it better than others. Content marketing is a strategic process wherein brands consistently publish content that their audiences want to consume. Further, in most cases, it’s very hard to attribute outbound advertising, like TV and radio.

Advertising Agencies 363

Advertising Agencies Advertising Advertisements Paid Search Agency 363

Marketing Insider Group

FEBRUARY 8, 2021

Software-as-a-service (SaaS) companies live in a universe of mathematical code, complex processes, and highly technical jargon. For small-to-medium-sized SaaS companies, content marketing is easy on the budget and can drive more sales than traditional marketing strategies. Position yourself as a thought leader in your space.

Paid Search Agency 279

Paid Search Agency Top of Funnel Content Marketing Companies 279

Marketing Insider Group

JULY 6, 2020

LinkedIn is undoubtedly one of the best social platforms for B2B marketing. Forty-five percent of LinkedIn users are in upper management and the largest income bracket is those who are earning $75,000 and above. The type of content that does well on LinkedIn includes: Thought leadership articles. Case studies.

Linkedin 363

Linkedin Marketing & Strategy Marketing Strategy Enterprise Management 363

ATAK Interactive

JULY 21, 2020

B2B businesses today operate in a new reality. 82% of B2B buyers today spend more time in the research phase, extensively evaluating a product or service before purchasing. Buyer power has increased and as such, B2B businesses have to adapt to this new buyer journey and integrate new techniques to win and retain these customers.

B2B Sales 128

B2B Sales Work Management B2B Thought Leadership Marketing Management 128

Zoominfo

SEPTEMBER 17, 2018

This podcast shares the latest tools, techniques, and strategies to help you generate online leads, sales, and build engagement. Content Marketing Manager leading global content for LinkedIn Marketing Solutions. Get the right tips to take your business to the next level and get to work right away. Listen here. Listen here. Listen here.

Paid Content 252

Paid Content Paid Search Agency Advertising Agencies Enterprise Management 252

Oktopost

JULY 8, 2024

Demand generation trends change super fast, so you need to adjust your demand generation tactics as well. Social media trends such as live video, short-form content, and interactive polls reshape how B2B brands engage with their audience. Messaging Changes In addition, the demand for personalized, no-fluff messaging has intensified.

Demand Generation Agencies 105

Demand Generation Agencies Demand Generation Paid Content Demand 105

Heinz Marketing

MARCH 30, 2023

By Karla Sanders , Engagement Manager at Heinz Marketing Are you struggling to show potential customers the value of your B2B product or service? Look no further than the power of case studies. Build Trust with a Track Record of Success In the world of B2B sales and marketing, trust is key.

Case Study 118

Case Study Case Studies Purchase Studies 118

KoMarketing Associates

APRIL 1, 2020

It’s an understatement to say things have changed for B2B marketers in recent weeks. The uncertainty in the world has a profound effect on how B2B organizations will do business now and in the foreseeable future. How do B2B marketers build trust in today’s digital marketing environment? . Third Party Validation.

Trust Marketing 180

Trust Marketing Marketing Management B2B Marketing Ad Building 180

Oktopost

APRIL 7, 2022

Enter the sales funnel: a theoretical representation of a customer’s journey towards a purchase. A sales funnel is a crucial part of any successful marketing strategy. The funnel is a multi-layered inverted triangle that offers a visual representation of how people become customers. Step 1: Brand Awareness.

Top of Funnel 118

Top of Funnel Social Media Media Advertising Funnels 118

Tomorrow People

FEBRUARY 13, 2018

If you’re going to work with a content marketing agency, you’d better know your way around the content marketing funnel, and understand all the terms that come with it. Hard-sell sales messages all up in your face. The CONTENT MARKETING sales funnel. TOFU: Top of the funnel content. SQL = Sales qualified lead.

Top of Funnel 168

Top of Funnel Marketing Funnels Lead Ranking Marketing Qualified Leads 168

Marketing Insider Group

NOVEMBER 16, 2021

I cannot exactly remember when I started working with ITSMA, and leveraging their work in B2B solutions and services, but it was sometime in the mid-2000s when I led the SAP Services Marketing team for SAP North America Field Marketing. The Thought Leadership Journey is Here to Stay. Sales Enablement is a Key Core Competency.

Account Based Marketing 235

Account Based Marketing B2B Thought Leadership Planning Thought Leadership 235