Adobe Experience Cloud Blog

OCTOBER 17, 2017

That’s where marketers should look to tools to help inform their strategies for deeper engagement. For email marketers , tools like Marketo Email Insights is one way to gain insights into email performance. According to Marketo’s State of Engagement research, the answer is irrelevant content. The answer may surprise you.

Marketing AI 134

Marketing AI Marketo Advertising Agencies B2B Thought Leadership 134

Adobe Experience Cloud Blog

OCTOBER 10, 2017

Here are 3 steps to mastering a personalized approach to marketing, all stemming from the research and work you did as you developed personas. Most B2B companies have a set of personas usually developed by product marketing teams to understand and add context to the buyer. Map Personas to Segments. Score Segments Based on Attributes.

Segmentation 134

Segmentation Marketing Automation Services Work Management Lead Ranking 134

Adobe Experience Cloud Blog

OCTOBER 6, 2016

Author: Jeff Day In today’s frenetic, go-go-go B2B sales environment, it can be hard to ensure that your sales team is having the right—or optimal —conversations with their prospects to deliver value and drive deals forward. Beyond the content distribution problem lies another issue: inefficient processes for sales teams.

Practices 134

Practices Best Practices Work Management Peer-to-peer 134

Adobe Experience Cloud Blog

MAY 4, 2017

Artificial Intelligence (AI) in the realm of B2B marketing may not be as sexy (or terrifying) as some of the more commercial and (so far) fictional applications of AI—but, here are three reasons why it is exciting for marketers : You Can Start Using It Right Now. AI is Being Rapidly Adopted—So Don’t Get Left Behind.

Marketing AI 134

Marketing AI B2B Thought Leadership Gartner Paid Search Agency 134

Adobe Experience Cloud Blog

FEBRUARY 23, 2017

Keyword and user intent research —core components of modern SEO—are highly effective practices for defining the types of content you need to create. Look for insights that answer the following questions: Are users looking for information or products? Where does this information fall in the buyer’s journey?

Account Based Marketing 131

Account Based Marketing SEO Top of Funnel Marketing Management 131

Adobe Experience Cloud Blog

JULY 12, 2017

We are now squarely in the Engagement Economy where we all need to meet our customers wherever they are with information they care about. When I wanted to listen to my customers, I often had to spend a lot of money and time on qualitative and quantitative research. A community is one of the many places your customers are.

Communities 134

Communities Best Practices Peer-to-peer Marketo 134

Adobe Experience Cloud Blog

MARCH 23, 2017

Author: Nate Dame Videos are becoming increasingly important for B2B marketing. We do know, however, that 90% of B2B decision-makers use search to research business decisions. To help videos stand out in general search results, use schema markup (semantic vocabulary) to provide the information search engines need.

Lead Ranking 134

Lead Ranking Lead Scoring Optimization Video Marketing 134

Adobe Experience Cloud Blog

JANUARY 22, 2020

In most B2B organizations, marketing focuses on facilitating a successful hand-off to sales. In the middle of the funnel, marketing aims to help the sales team prioritize their time by providing clear and accurate information on each lead. Why focus on the middle of the funnel? Reduce Hand-off Friction with Content and Context.

Top of Funnel 160

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

Adobe Experience Cloud Blog

JUNE 21, 2019

In some fascinating ways, B2B and B2C marketing teams are similar to positions on a soccer field. For B2B and B2C marketers, the goal is to track, manage, and provide engaging experiences throughout the customer journey. B2B and B2C marketers can benefit from cross-collaboration to navigate this new normal. Why it matters

B2B Marketing 133

B2B Marketing Forrester B2B B2B Thought Leadership 133

Adobe Experience Cloud Blog

OCTOBER 16, 2018

In fact, researchers conducted an interesting experiment. Although I saw a lot, I still clearly remember Jill Rowley, Marketo’s Chief Growth Advisor, addressing the crowd at the Mumbrella B2B Marketing Summit in Sydney, sharing the story of how she got started in her career and how she dealt with certain challenges along the way.

B2B Thought Leadership 134

B2B Thought Leadership Thought Leadership Paper B2B Marketing 134

Adobe Experience Cloud Blog

JANUARY 3, 2018

So, how can B2B marketers leverage this trend to grow their business? In this blog, I’ll show you 6 ways you can attract more B2B leads with your video content. It’s essential to do keyword research to identify the topics and trends that will engage your audience and choose the subject of your explainer video. Explainer Videos.

B2B Marketing 134

B2B Marketing Video Marketing Lead Scoring Lead Ranking 134

Adobe Experience Cloud Blog

MAY 15, 2019

For many B2B companies, segmenting with parameters like title, industry, and role is the extent of their efforts. Why target the busy executive who won’t have time to read your content when you can target the person tasked with researching technology and reporting to them? But information changes quickly. Know your platforms.

Demand Generation 134

Demand Generation Segmentation Demand Generation 134

Webbiquity

FEBRUARY 13, 2010

Marketing automation systems—from vendors like Eloqua , Marketo , Genoo , Manticore and others—are great tools for moving prospective buyers along the path from interest to desire to action. They begin in most cases with some basic online research, which is why web presence optimization has become so critical.

Emarketing 100

Emarketing Marketing Automation Services Manticore Marketing Management 100

Adobe Experience Cloud Blog

JULY 6, 2018

According to research done by eMarketer , the highest priority of B2B marketers is increasing lead quality , while increasing volume only ranks in third regarding importance. Now that you’ve got their attention, direct prospects to a landing page or ad form to exchange basic contact information for valuable content.

Sales Qualified Leads 134

Sales Qualified Leads Lead Scoring Lead Ranking Generation 134

Adobe Experience Cloud Blog

JUNE 9, 2017

As Steve Lucas, Marketo CEO, said, to win in the Engagement Economy, marketers must listen and learn before they engage. Intent data is time-based, information collected about a person’s activities which tell you the topics they are showing interest in or researching. What is Intent Data? How do I use intent data in practice?

Intent Data 134

Intent Data Lead Ranking Intent Relevance 134

Adobe Experience Cloud Blog

APRIL 18, 2017

Author: Anastasia Pavlova I joined Marketo three years ago, and my first day was at the Marketing Nation Summit 2014 in San Francisco. I still remember the incredible energy, passion, and enthusiasm shared by thousands of Marketo customers, partners, employees, and industry thought leaders to this day.

Account Based Marketing 91

Account Based Marketing Enterprise Management B2B Thought Leadership Lead Ranking 91

Adobe Experience Cloud Blog

MAY 8, 2018

As a B2B marketer, you have probably heard of account-based marketing (ABM), which is sometimes referred to as customer-based marketing. It allows you to track every marketing dollar and has the highest ROI among B2B marketing strategies. In addition, ABM is precise, targeted, personalized , and measurable.

Account Based Marketing 134

Account Based Marketing Planning Marketing Automation Services ABM 134

Adobe Experience Cloud Blog

FEBRUARY 26, 2018

But it’s 2018 and ABM has become even more popular in the B2B world as marketers are seeing value in targeting accounts, not just leads. In fact, in recent research from SiriusDecisions , “93% of marketers consider account-based marketing (ABM) extremely important or very important to their overall organizational success.”.

Top of Funnel 134

Top of Funnel Account Based Marketing Marketing Funnels ABM 134

Adobe Experience Cloud Blog

JANUARY 3, 2017

With so much information out there, it can be hard to keep tabs on what to keep tabs on throughout the year. At Marketo, we get the opportunity to work with some of the brightest minds in our industry—both within and outside of our company—and our content team works hard to bring you their insights.

Marketing Automation Services 106

Marketing Automation Services Marketo B2B Thought Leadership Work Management 106

Adobe Experience Cloud Blog

MARCH 13, 2017

And, that’s not just online—I’ve been lucky enough to get to meet and work with a handful of influencers in my role here at Marketo, and let me say that they are even more dynamic, interesting, and engaging in person. There is no substitute for asking your question in person and having a discussion. Why am I belaboring this point?

Sales Management 126

Sales Management Account Based Marketing Planning ABM 126

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. Players felt one another’s preferences out, made riskier plays to gauge reactions, and then stored pertinent information for later wins. Inspiration can strike at any moment.

Personalization 134

Personalization Buyer Personas B2B Thought Leadership Content 134

Adobe Experience Cloud Blog

DECEMBER 6, 2018

They might not have the means to conduct effective testing and make impactful, informed changes. If a B2B user, for example, is in a research phase and he lands on your site, he should be able to find key information about your organization on your homepage. Digital capabilities are becoming faster every day.

Conversion Rate 134

Conversion Rate Conversion Top of Funnel B2B Thought Leadership 134

KoMarketing Associates

JUNE 2, 2016

A few weeks ago, we covered the “ 2016 State of B2B Digital Marketing ” report from Ascend2 and Marketo. Even though the most significant barrier to B2B digital marketing success relates to inadequate marketing budget, 84 percent of B2B marketers still believe their strategies are successful. Email, the website, and SEO.

Social Media 120

Social Media Budget Programs Media B2B 120

Ambal's Amusings

AUGUST 27, 2009

In ClickInsights Expert Interview Series we feature top notch industry experts and thought leaders and get their insights, opinions and predictions. B2B marketers are producing, managing, and distributing marketing content to reach prospects and turn them into customers. Recommended Resources from B2B Marketing Experts.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand B2B Marketing 100

Crimson Marketing

APRIL 23, 2015

Traditionally, B2B marketers have created buyer personas from customer hunches, not factual customer data. “As a result, a vast majority (83%) of B2B marketers say that their buyer personas are only ‘somewhat’ effective, according to a study from the ITSMA. Click To Tweet. Why is Data on Buying Intent the Key?

Buyer Personas 100

Buyer Personas B2B Marketing B2B Thought Leadership Planning 100

Adobe Experience Cloud Blog

JANUARY 15, 2020

It relies on solid market research to inform the next course of action. . Once you do the research, the best you can do next is to create one or several customer personas. LinkedIn offers 80% of social media B2B leads , for example. 54% of consumers browse social media for product research purposes .

Small Business Marketing 174

Small Business Marketing Paid Content Cost per Lead Marketing Budget 174

Velocity Partners

APRIL 16, 2024

This is the sixth in a series we’re running about the new B2B GTM playbook. The other day, I had the privilege of sitting down with Jon Miller, founder CEO of Marketo and Engagio and most recently CMO at B2B Go-to-Market powerhouse Demandbase. You talk about how the old B2B playbook just doesn’t work anymore. SW : Hi Jon.

Marketing Analytics Tools 109

Marketing Analytics Tools Marketing Budget DemandBase Lead Ranking 109

Adobe Experience Cloud Blog

OCTOBER 24, 2018

And with B2B data decaying at such a rapid rate—about 70% annually —for many businesses, even employing every strategy doesn’t quite cut it. ZoomInfo research has found that as many as 40% of business objectives fail due to bad data, costing US businesses more than $611 billion annually. There’s no perfect process.

Marketing Management 128

Marketing Management CAN-SPAM B2B Thought Leadership Zoominfo 128

The Mx Group

AUGUST 1, 2018

Whether you are researching meaningful facts and stats, seeking inspiration for new content or simply looking to keep up with the latest trends, here are ten B2B marketing resources and tools I recommend: 1. Marketo is a SaaS platform designed to help B2B organizations automate and measure marketing engagement, tasks and workflows.

Resources 79

Resources B2B Marketing Marketing Automation Services Salesforce.com 79

Launch Marketing

APRIL 20, 2022

Following the right people on Twitter is an easy way to stay on top of trends and learn valuable information all in one place. Here are 10 B2B marketing influencers we think are a must-follow for relevant and entertaining content to help you improve your marketing strategy. . NeilPatel Neil Patel Co-Founder, NP Digital .

Twitter 96

Twitter B2B Marketing B2B Thought Leadership DemandBase 96

Adobe Experience Cloud Blog

FEBRUARY 7, 2018

Digital marketing uses targeted research and analytics to quickly determine which approaches are working well and which aren’t worth the cost or resources. Companies see precisely how they measure up to the competition, which better informs business innovation. Account-Based Marketing Closes Bigger B2B Accounts.

Marketing Automation Services 134

Marketing Automation Services Work Management Budget Programs Lead Ranking 134

KoMarketing Associates

MARCH 30, 2017

Before it’s possible for B2B marketers to implement successful social media tactics and tools, it is essential to understand what exactly social media is and how it supports your overarching business objectives. Like all online marketing strategies, social media presents a certain set of challenges, particularly for B2B marketers.

Social Media 120

Social Media Social Marketing B2B Marketing Media 120

Adobe Experience Cloud Blog

JULY 7, 2017

The lead must also have a need for your product or service and be ready to research and evaluate solutions. By the time a lead reaches your website, they’ve already done 60% of the research elsewhere online. Information on other decision makers who didn’t visit your site or fill out a form. Why is that?

Lead Ranking 134

Lead Ranking Lead Scoring Intent Data Intent 134

Adobe Experience Cloud Blog

APRIL 25, 2017

We kicked off the 2017 Marketing Nation Summit on Sunday with an amazing Fun Run, Marketo University training, and our annual customer and partner awards gala, The Revvies. The demand model many marketers operate with doesn’t account for the new way that buyers access information and how empowered they have become. What a start!

Paid Search Agency 113

Paid Search Agency Marketo Marketing Budget Planning 113

Adobe Experience Cloud Blog

JULY 2, 2018

It’s why more than 53% of B2B companies have already implemented a marketing automation platform. This is important because relevant emails drive 18x more revenue than broadcast emails, according to Jupiter Research. Provides new information that enhances the product or service they almost purchased in order to finalize the sale.

Campaigns 134

Campaigns Brand Identity Branding Marketing Automation Services 134

KoMarketing Associates

FEBRUARY 9, 2016

How can a good B2B video be characterized? Informative. Why is it a good idea to incorporate video into your B2B marketing? It provides a forum for company thought-leaders and visible employees. Categories of B2B video, with examples: Branding and Corporate Awareness. Marketo: What is Marketo?

Video Marketing 120

Video Marketing B2B Marketing Planning B2B 120

Ambal's Amusings

DECEMBER 17, 2009

I have invited our Panel of B2B Marketing Experts to reflect on 2009 and answer the following question: What was your aha moment in 2009 ? Recommended Resources from B2B Marketing Experts. Brian Carroll's blog B2B Lead Generation Blog. Mac McIntosh's Sales Lead Insights: A B2B marketing Blog. Tom Pick's blog Webbiquity.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B Thought Leadership 100