The 9 Circles of B2B Marketing Hell


B2B marketing and sales is a drawn out process that takes months, or longer, to convert leads to customers. Below, read about the 9 circles of B2B marketing hell and what you can do to avoid them. In B2B marketing, quality should always be a goal.

The Great Big List of 23 Types of B2B Marketing Campaigns, by Funnel Stage


Here is a list of 23 types of B2B marketing campaigns, as well as descriptions of when they are typically appropriate to use. For example, an ebook full of best practices for account-based marketers would be of interest to B2B marketers looking to start or improve their ABM strategy.

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25 B2B Engagement Tactics For All Marketing Funnel Stages


With the myriad of available B2B marketing engagement opportunities, which strategies should marketers use, and at what point in the buying journey? It’s usually later in the purchase process that higher-ups are consulted for their buy-in on a purchase decision, especially in the B2B world.

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What Microsoft's Acquisition Of LinkedIn Could Mean For B2B Marketers


Microsoft’s acquisition of LinkedIn holds enormous potential for helping B2B marketers reach their audiences and improve revenue generation. As a B2B marketer, the ability to engage and influence our audience through the tools they use most is an exciting possibility. B2B Marketing

Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

The Best B2B Marketers Invest In Attribution For These 3 Reasons


Consumer purchasing stories in the B2B market have become complex and unpredictable. The marketing landscape has morphed into a rugged wilderness of jagged, undefined terrain, and B2B marketers are all looking for the most creative way to make the trek.

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How B2B Marketers Generate Revenue -- State of Pipeline Marketing 2016 [Infographic]


The reality that B2B marketers can have a huge impact on real-time revenue results is not a new concept to today’s B2B marketing community. Which metrics are B2B marketers using? The top seven most-used B2B marketing channels are an interesting mix of online and offline channels.

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[Infographic] The Periodic Table of Elements for B2B Marketing Attribution


As the scientific community recognizes four new elements on the scientific periodic table, it seemed fitting for revenue-focused B2B marketers to join the club with our own chart.

How Top B2B Marketing Teams Use Revenue Attribution — 4 Trends We Discovered


When it comes to the adoption of new technology, top marketing organizations find advantages by being ahead of the curve. By making smart bets on new martech and processes, they’re able to expand their capabilities, improve efficiency, and outperform the competition.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

5 Smart Metrics To Measure B2B Content Marketing Success


For example, we could write great content on trends in the craft beer industry that people find valuable and share on social channels (although to a different network of people), but it has absolutely nothing to do with B2B marketing attribution.

The 4 Stages of B2B Marketing Performance Management Maturity


That’s why marketing performance management (MPM) has increased as a focus for so many B2B marketing departments. What marketing performance management means to B2B organizations varies quite a bit.

Six Actionable Steps to Build a Strategic Marketing Plan at Your Organization


Building an annual B2B marketing plan is no simple task. To help B2B marketers create an actionable, digestible strategic marketing plan, SiriusDecisions, Inc.

7 Stages of B2B Marketing Sophistication [Which Level Are You?]


B2B marketing is no easy task. There are, we believe, seven stages to B2B marketing sophistication. 7-Stage B2B Marketing Sophistication Framework. Any and every B2B organization can find themselves on this chart.

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Why B2B Marketers Need To Track & Measure Multiple Touchpoint Dimensions


For example, here’s a common engagement our prospects have with our LinkedIn ads: A prospect who has visited our site before, but has never filled out a form, is served a LinkedIn ad for our ebook, “B2B Marketing Attribution 101.”

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies

9 Ways B2B Analytics Can Optimize Marketing Strategies


Attempting B2B marketing optimizations without accurate analytics is like flying blind. But which B2B analytics platforms are best equipped for certain types of measurement? We’ll discuss nine methods that B2B analytics can be used to optimize marketing strategies.

How to Do ABM at Scale with Account-Based Demand


As B2B marketers, we look for frameworks and models to help improve how we run marketing. Unfortunately, frameworks often fall short of our needs. Frameworks usually come in two flavors, they are either based purely on inbound strategies, or they are based purely on outbound strategies.

How to Run a Weekly Growth Team in B2B


Many B2B companies have annual sales and marketing goals. In this post, we are going to dive into how you can manage your B2B marketing team on weekly sprints and increase your overall marketing qualified leads. Expand B2B SEO campaigns with HARO pitches to build links.

Why We Scrapped All But One B2B Event Sponsorship in 2017


Events are often a huge part of a B2B organization’s marketing strategy. Measuring the Success of an B2B Event Sponsorship. Although we’re only sponsoring one event this year, that doesn’t mean we’ll be completely absent from the B2B event circuit.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

Here’s An Industry Analysis Of The Most Effective B2B Marketing Channels


We recently published the 2015 State of Pipeline Marketing report and shared our findings on how pipeline marketers track and grow demand. It was a lot of data to share. The coverage was broad, so we are blogging a series of deep dives into our survey data to uncover industry and firmographic trends.

7 B2B Marketing Principles For CMOs and Directors


Yet, this is common reality for B2B marketing leaders. These B2B marketing principles are inspired by the Marketo Summit 2017 case study session presented by the marketing leadership team at TIBCO. B2B MarketingTime and resources are always lacking for big initiatives.

B2B Marketing and Sales Won't Exist (As We Know Them) in 5 Years


By the end of 2020, the B2B marketing and sales departments will become one and the same team -- collectively responsible for the entire pipeline and the revenue that flows from it. What’s the next challenge that tenacious B2B demand generators will face?

8 B2B Email Marketing Tactics Your Competitors Don’t Want You To Know About


For prospecting, i.e. when you’re a new brand or selling in B2B, there are two best practices for effective emails, 1) write shorter emails and 2) Focus on having a conversation. Email marketers have 3 seconds to capture attention.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

6 Reasons CMOs Are Paying Closer Attention To Marketing Attribution In 2017


It often takes information sharing among CMOs and business leaders to discover the ways in which success happens in B2B marketing. It's early in B2B, perhaps 5 years behind the market adoption for marketing automation.

[Infographic] New Stats Reveal How B2B Marketers Think About Attribution


B2B marketing attribution sets heroic, revenue-centric marketers apart from the rest. The report is comprised of survey responses from B2B marketers, and it assesses the state of affairs surrounding the B2B marketing and attribution space.

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4 Sales Enablement Tactics B2B Marketers Need to Master


A B2B sale is typically high-cost and can take months to close, so it’s a sure bet your sales team will be asked about competitors and why the customer should choose you over another, possibly cheaper, product.

All 11 Marketing Attribution Models, Explained


Google Analytics) in a B2B setting, the time between first touch and the conversion can be longer than the common 30 to 90 day expiration on the tracking cookie.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

How To Measure Full-Funnel Sales Velocity In B2B Marketing


And Why Does It Matter To B2B Marketers? How to Measure Sales Velocity As A B2B Marketer. Analytics B2B Marketing B2B SalesSales velocity is a metric typically used by sales leaders to understand the overall performance of their sales process.

Why The Next Generation of B2B CMOs Will Be From Marketing Operations


I truly think the next generation of B2B Chief Marketing Officers will come from the Marketing Operations function. This isn’t a very long post, but it’s an important one. To illustrate my point, let’s look at where past and present CMOs have been sourced from. Past: Brand (1960 - 2000).

What Is Algorithmic Attribution? And Why Should B2B Marketers Care?


B2B marketers use attribution to understand how their marketing impacts down-funnel sales. Here’s an example of what an algorithmic attribution model could look like compared to a W-shaped model: Why should B2B marketers care about algorithmic attribution?

45 Impressive Marketing Operations Champions You Should Follow [Infographic]


These marketing operations champions are being recognized for moving B2B marketing forward through data-driven, revenue-focused strategies. Marketing operations success continues to grow in importance.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation

Why B2B Marketers Need Smart Attribution To Prove Their True Value


As much as we B2B marketers don’t like to admit it, having lead goals is easy. Additionally, only with a smart attribution solution, will B2B marketers’ true amount of value be revealed. It takes into consideration the account-based nature of B2B sales.

7 Myths about Account-Based Marketing for the Unconvinced


And it’s that “new” part of the old approach that causes a dramatic upward shift in win rates and profit margins for myriads of B2B companies. According to the 2016 State of Pipeline Marketing report, 67% of B2B marketers are doing some form of account-based marketing.

The 3 Major Job Functions of a Marketing Operations Professional


My friends outside of B2B marketing have asked me “What’s marketing operations?” and honestly, I found myself rambling with answers.

Ultimate List of 22 Account-Based Marketing Tactics


Pick and choose from the list according to the best fit for your company’s budget, industry, and B2B marketing approach. This is one of the most effective account-based marketing tactics B2B marketers can use to reach out to contacts. How do you do account-based marketing?