Adobe Experience Cloud Blog

FEBRUARY 7, 2020

Acquiring buy-in from executive leadership and the C-suite . There are no two ways about it: your customers want personalized content from all your channels, including web and email. Providing personalized content can create a better customer experience, and it also builds trust. Finding effective scalability solutions .

Marketing Attribution 174

Marketing Attribution Top of Funnel Lead Ranking B2B Thought Leadership 174

Adobe Experience Cloud Blog

JUNE 19, 2020

With our Predictive Audiences capability coming soon, Marketo Engage is transforming this fundamental piece of marketing in the most powerful way – through artificial intelligence. AI in B2B Marketing Today. But what is one universal challenge for all marketers? Audience segmentation. Audience Segmentation: The Great Balancing Act.

Marketing AI 174

Marketing AI Segmentation Marketo B2B Thought Leadership 174

Adobe Experience Cloud Blog

FEBRUARY 11, 2020

Customers are increasingly demanding more from B2B organizations. According to studies, 80 percent of B2B organizations say that customer’s expectations are higher because of what they experience as consumers. An engaged customer means they expect relevant communication from your business. Step 2: Create Engaging Content.

Lead Generation 174

Lead Generation Lead Ranking Ideal Customer Profiles Lead Scoring 174

Adobe Experience Cloud Blog

JANUARY 13, 2020

So what are we, as the originators of all that ignored content, missing? Relevance (or a lack thereof). It’s a big word in marketing and we’d all like to think we’re relevant, because if we’re not then we’re irrelevant. Being relevant isn’t just about appealing to someone’s interests.

Email Marketing 174

Email Marketing B2B Thought Leadership Urgency Marketing Thought Leadership 174

Adobe Experience Cloud Blog

NOVEMBER 11, 2016

Author: Ellen Gomes The fast-moving world of content marketing is filled with an abundance of opinions trends, and insights. To help you along, we’ve compiled a list of 20 of the top content marketers in both B2B and B2C. B2B Content Masterminds. His top advice : Be insanely honest in your content marketing.

B2B Marketing 134

B2B Marketing Top of Funnel Content Marketing B2B Thought Leadership 134

nDash

JANUARY 13, 2022

There’s no shortage of content marketing tools at our disposal and, because of that, the number of choices can get overwhelming. For example, in the content and experience category, you’ll find subcategories filled with various tools, including the following examples: Content Marketing: Buzzsumo, Oracle, and nDash.

Resource Management 95

Resource Management Marketing Automation Services Work Management Marketing Management 95

Adobe Experience Cloud Blog

JANUARY 30, 2019

B2B marketers are in a pickle when it comes to data. Yet the marketer’s trust in data has plunged to a new low that’s putting a damper on strategic marketing initiatives, according to Dun & Bradstreet’s (D&B) recently released Sixth Annual B2B Marketing Data Report. Instead of creating opportunity it’s creating chaos.”.

Account Based Marketing 134

Account Based Marketing Marketing Automation Services Work Management B2B 134

Adobe Experience Cloud Blog

JANUARY 9, 2020

Ever since the Hummingbird update , Google focuses on ranking relevant content to each search with more intensity. When your audience asks a question, the leading article most relevant to the question they asked will be sent to them. . To learn more about how to increase your user’s experience on your website, visit Marketo.

Long Tail Marketing 174

Long Tail Marketing Optimization SEO Tips 174

Adobe Experience Cloud Blog

JANUARY 16, 2018

I never thought I’d have a revelation about marketing during a game of Cards Against Humanity, but we don’t get to choose when the lightbulb goes off. As the game progressed, I realized how similar this exchange was to content personalization. 4 Steps to Deliver Relevant Experiences. Inspiration can strike at any moment.

Personalization 134

Personalization Buyer Personas B2B Thought Leadership Work Management 134

KoMarketing Associates

AUGUST 23, 2016

There’s no doubt that LinkedIn is one of the most effective social media lead generators for B2B marketers, offering businesses the chance to tell their brand story in a unique and meaningful way. On the other hand, many B2B brands still struggle to engage their audience on the platform. Know What Content Resonates.

Linkedin 120

Linkedin Enterprise Management Work Management Examples 120

Adobe Experience Cloud Blog

AUGUST 10, 2017

A few weeks ago, on #marketochat, we discussed How to Increase Your B2B Social Media Engagement with Social Media Influencer, Neal Shaffer. Today, having social media presence is a necessity for any B2B organization. People like to be heard and want to know that their thoughts and opinions matter. If So, Why or Why Not? .

Social Media 134

Social Media B2B Thought Leadership Media B2B 134

Adobe Experience Cloud Blog

APRIL 15, 2015

Author: Chandar Pattabhiram We’re just about to kick-off Day 3—the final day—of the Marketo Marketing Nation™ Summit 2015. What if when you shared your interests, dislikes, and personality traits, the brand actually cared and responded with things that mattered to you, like suggestions based on your preferences and other meaningful content.

Marketo 48

Marketo Advertising Agencies Linkedin Advertising Channels 48

Adobe Experience Cloud Blog

DECEMBER 15, 2017

Internal experiments—even if they’re small in scale—that can produce outcomes to share with leadership. What it means is that it’s important to come with plenty of evidence, bring leadership along in your thinking, and stand your ground with data as you advocate for the right way of engaging customers. That’s not a bad thing.

B2B Thought Leadership 134

B2B Thought Leadership Thought Leadership Marketo CMO 134

Adobe Experience Cloud Blog

OCTOBER 17, 2017

For email marketers , tools like Marketo Email Insights is one way to gain insights into email performance. Using historical data, marketers can see trends in email delivery and engagement metrics and break results down by audience, content, and platform. People don’t engage with brands they feel don’t speak to them.

Marketing AI 134

Marketing AI Marketo Advertising Agencies B2B Thought Leadership 134

Adobe Experience Cloud Blog

MARCH 25, 2015

Facebook and LinkedIn both offer this feature (although on LinkedIn it is called “Direct Sponsored Content”). At Marketo we frequently use dark posts because of the many benefits mentioned above. Social Media b2b Consumer' You will also get better engagement on a post that is more targeted.

Relevance 48

Relevance Linkedin Facebook Enterprise Management 48

Adobe Experience Cloud Blog

APRIL 11, 2017

internet users unsubscribe from emails isn’t because they don’t like the content of those emails; it’s because they receive too many emails in general. Since we adopted Marketo in 2015, we’ve been nurturing our leads with weekly emails that provide educational content. read a piece a content on a certain topic). .

Intent Data 129

Intent Data Intent Email Marketing Social Marketing 129

Adobe Experience Cloud Blog

JULY 20, 2009

The next interview in the B2B Marketing thought leader interview series is with John Watton, VP Marketing at ShipServ , the leading e-marketplace for maritime shipping (and also a Marketo customer). But as boring as it sounds, I went back to basic marketing principles and thought seriously about where our audience 'hangs out'.

B2B Thought Leadership 48

B2B Thought Leadership Thought Leadership B2B Marketing Enterprise Management 48

Adobe Experience Cloud Blog

MARCH 28, 2019

Steve Lucas, SVP of Marketo, an Adobe company, on Thursday challenged the thousands of attendees at Adobe Summit—The Digital Experience Conference to make every experience count. With that, Adobe CEO Shantanu Narayen came on stage to discuss with Lucas Adobe’s 2018 acquisition of Marketo. Helping B2B Meet the Experience Mandate.

Account Based Marketing 132

Account Based Marketing Lead Ranking B2B B2B Thought Leadership 132

Adobe Experience Cloud Blog

JUNE 20, 2018

In fact, a report on B2B lead generation presented by the Technology Marketing Community on LinkedIn showed that only 16% of marketers believe their current efforts are extremely effective. Say you’re an agency offering social media, content marketing, and PPC services. Tailor Your Content. A/B Test For Success.

Account Based Marketing 134

Account Based Marketing Automation Sales Qualified Leads Lead Ranking 134

Adobe Experience Cloud Blog

FEBRUARY 17, 2015

But today, Marketo and Facebook have started to make this goal a reality for social advertising channels. The first integration between Marketo and Facebook Custom Audiences empowers marketers to better target “known” customers on Facebook with relevant information. I’d love to hear your thoughts in the comments below.

Marketo 48

Marketo Work Management Facebook Marketing Management 48

Adobe Experience Cloud Blog

MARCH 8, 2017

So why has account-based marketing only recently gained widespread popularity and practice among B2B businesses? In fact, our SMB marketing team at Marketo has seen great results with this account-centric strategy. According to data from the Marketo ABM Benchmark Survey, 33% of B2B SMBs are already conducting ABM.

Account Based Marketing 131

Account Based Marketing ABM Sales Qualified Leads SMB 131

Adobe Experience Cloud Blog

JANUARY 22, 2020

But in between, marketing needs to nurture and qualify leads by encouraging them to engage with content until they’re sales-ready. In most B2B organizations, marketing focuses on facilitating a successful hand-off to sales. Reduce Hand-off Friction with Content and Context. Leads can become stagnant or cold here.

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

Adobe Experience Cloud Blog

NOVEMBER 1, 2017

TK is the founder of ToutApp , a leading sales engagement solution that Marketo acquired earlier this year. To make a case for why technology is essential to staying relevant, it’s important to set the stage. During the interview, TK spoke about tech’s advantages and how to convince die-hard traditionalists to embrace new tools.

Marketing Management 134

Marketing Management B2B Thought Leadership Marketo Thought Leadership 134

Adobe Experience Cloud Blog

MAY 15, 2019

As marketers, we’re competing in an environment where prospects are exposed to more content through more channels than ever before. They can be the difference between mediocre content and outstanding content that actually breaks through and speaks to your audience. Why is audience segmentation important? Data is king.

Demand Generation 134

Demand Generation Segmentation Demand Generation 134

Kabbage

NOVEMBER 9, 2016

Content is everywhere these days. For marketers, it probably doesn’t come as a surprise that blogs are the second most used tactic for content marketing (behind social media content). Source : B2B Content Marketing – 2017 Benchmarks, Budgets, and Trends Report. B2B Marketing Blogs. MarketingProfs.

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Advertising Agencies Demand Generation Agencies Account Based Marketing Paid Search Agency 226

Adobe Experience Cloud Blog

MAY 30, 2017

I recently had the pleasure of attending one of the biggest marketing conferences of the year— Marketo’s Marketing Nation Summit. A gathering of hundreds of marketing executives, partners, and thought leaders from around the world came together to learn about the latest marketing trends and strategies in the new “Engagement Economy”.

Webinar Metrics 133

Webinar Metrics Ad Building B2B Thought Leadership Peer-to-peer 133

ANNUITAS

JULY 24, 2014

Back in January, I participated as a panelist in a webinar from the Content Marketing Institute, 2014 Content Marketing Trends (access their archive to find and download a transcript here ) also featuring Robert Rose, Chief Strategist for the Content Marketing Institute and Mark Bornstein, Sr.

Content Marketing 100

Content Marketing Planning Enterprise Management B2B Thought Leadership 100

Adobe Experience Cloud Blog

JULY 12, 2017

Literally, what worked yesterday may no longer work or be relevant today. Many of the product managers at Marketo spend a certain portion of their week in the Marketing Nation Community looking at the questions and issues our customers raise and how they respond to their peers. That’s a problem in a world changing at lightening speed.

Communities 134

Communities Best Practices Peer-to-peer Marketo 134

Adobe Experience Cloud Blog

AUGUST 20, 2018

Create content that’s insightful and relevant to your audience. Look for a tool that allows you to plan your social media moves and grab relevant statistics when you need them. To do so, you build a following within a Facebook group and establish yourself as a thought leader in your industry. For B2B: LinkedIn.

Sales Management 116

Sales Management Social Media Advertising Channels Top of Funnel 116

Adobe Experience Cloud Blog

JUNE 12, 2019

The more customers have excellent experiences in their interactions with B2C organizations, the more they expect the same standard when working with B2B companies. With the insights gained from defining ideal profiles, such as fit and intent data, marketers have a clearer view of what content is relevant to certain accounts.

Account Based Marketing 133

Account Based Marketing ABM Ideal Customer Profiles B2B 133

NetLine

JULY 23, 2020

In the middle of the world being turned upside down , businesses are quite cognizant of the changes in the B2B marketing landscape. . By studying what the best B2B marketers are doing today. DOWNLOAD The 2020 B2B Marketing Trends Report: Brand, Content & Sales-Marketing Alignment . How can they accomplish this? .

Marketing Report 85

Marketing Report Top of Funnel B2B Marketing Webinar Metrics 85

Kabbage

NOVEMBER 9, 2016

Content is everywhere these days. For marketers, it probably doesn’t come as a surprise that blogs are the second most used tactic for content marketing (behind social media content). Source : B2B Content Marketing – 2017 Benchmarks, Budgets, and Trends Report. B2B Marketing Blogs. MarketingProfs.

Demand Generation Agencies 188

Demand Generation Agencies Advertising Agencies Paid Search Agency Account Based Marketing 188

Adobe Experience Cloud Blog

OCTOBER 12, 2017

Relevant, Engaging Subject Lines. Your headline should grab attention and lead the recipient directly into the meat of your content, and ultimately, your call to action. Tips for B2B. While this is true (certainly by percentages), B2B ecommerce and their requisite cart abandonment issues should not be overlooked.

Cross-Selling 174

Cross-Selling Privacy Policies B2B Thought Leadership Open Rate 174

Adobe Experience Cloud Blog

AUGUST 31, 2017

Why is engagement on Twitter so important for B2B marketers? Engagement on Twitter is crucial for B2B marketers because the more you increase your engagement with your followers, the more you increase brand awareness, customer support, and advocacy. What kind of content do you recommend posting on Twitter? Final Thoughts.

Communities 134

Communities Twitter Ad Building B2B Thought Leadership 134

Adobe Experience Cloud Blog

AUGUST 14, 2017

Unlike the company’s venture into related video content, which launched in 2015, Watch seems to initially compete directly with YouTube, with the potential to creep into Netflix’s original series market share. Initially, content creation will only be available to select publishers and creators in the U.S. Facebook Watch & Content.

Facebook 134

Facebook Advertising Agencies B2B Thought Leadership Paid Search Agency 134

Adobe Experience Cloud Blog

JUNE 6, 2018

Content marketing is an effective way to build brand awareness and grow revenue. The evidence is in the sheer volume of companies—including 89% of B2B —that have content marketing programs. But knowing that content marketing is effective and measuring it are two very different things. Increasing traffic to site content.

Paid Search Agency 134

Paid Search Agency Top of Funnel Planning Content Marketing 134

Adobe Experience Cloud Blog

FEBRUARY 22, 2017

In fact, many decisions for both B2B and B2C products are made long before interacting with a human being. Applying this concept to B2B marketing is just as important as consumer marketing for major purchases. Top-of-mind is no longer a matter of bulk–it’s a matter of relevance.

Multi-Touch Attribution 132

Multi-Touch Attribution Automation Multi-Channel Marketing Management 132