The Point

MAY 17, 2021

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. Use of very short-term metrics will almost certainly devalue those leads and the perceived ROI from the program.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

PureB2B

MARCH 25, 2020

Developing a demand generation strategy is complex, requiring marketers to work with a variety of tactics to create need for a product or service. Developing a successful demand generation strategy employs technical, relationship, design and marketing capabilities to build a customer centric strategy. Creating Demand.

Demand Generation Agencies 52

Demand Generation Agencies Demand Generation Top of Funnel Demand 52

PureB2B

JULY 14, 2020

Bigger goals with less budget and resources are “the new norm” for B2B marketing orgs leading into 2020. The secret sauce is in engaging those I your target persona who have a need/challenge/problem that your solution will solve for. Your executive team is looking to win business from a specific group of target accounts.

Demand Generation 62

Demand Generation Demand Planning Allocation 62

The Effective Marketer

MARCH 22, 2012

The State of Demand Generation 2012. Why is demand generation so important? According to Tony Jaros, marketers will typically spend 60% of their budget on demand generation programs. The problem is, there are 4 key battles playing out in organizations: Task ownership (who does what in demand gen process).

Demand Generation 100

Demand Generation Lead Ranking Demand Marketing Qualified Leads 100

PureB2B

JULY 14, 2020

Bigger goals with less budget and resources are “the new norm” for B2B marketing orgs leading into 2020. The secret sauce is in engaging those I your target persona who have a need/challenge/problem that your solution will solve for. Your executive team is looking to win business from a specific group of target accounts.

Demand Generation 62

Demand Generation Demand Planning Allocation 62

PureB2B

JULY 14, 2020

Bigger goals with less budget and resources are “the new norm” for B2B marketing orgs leading into 2020. The secret sauce is in engaging those in your target persona who have a need/challenge/problem that your solution will solve for. Your executive team is looking to win business from a specific group of target accounts.

Demand Generation 62

Demand Generation Demand Planning Allocation 62

The Point

SEPTEMBER 23, 2020

Given the business case on which most Account-Based Marketing (ABM) strategies are founded – namely, that ABM increases opportunities and revenue from high-value accounts – the temptation for marketers is to measure the success of those programs on similar, high-value criteria: namely, opportunities, revenue, and average deal size.

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

The Point

JUNE 30, 2021

The reality is that ABM (now ABX, in some circles) is ever-evolving and so what qualifies as ABM is a moving target. Well, it matters only because many B2B marketers who haven’t yet stepped foot in the ABM waters are under pressure, from management or sales or both, to do so. Also, does it matter? Click To Tweet.

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

QuanticMind

JANUARY 21, 2020

Content marketing is one of the most common strategies B2B marketers use for demand generation. Since you’re ultimately targeting a business, not individual people within it, your content needs to be relevant to all key players throughout the customer journey. What is Account-Based Marketing? Intent data .

Account Based Marketing 52

Account Based Marketing Demand Generation Agencies Demand Generation Lead Scoring 52

Inbox Insight

JUNE 16, 2023

That is why identifying target accounts is crucial to a successful Account-Based Marketing campaign. When only 5% of your B2B accounts are actively in-market to make a purchase right now , a lot of wastage occurs if your efforts aren’t synced around engaging that small cluster at the right time in their buying journey.

Account Based Marketing 74

Account Based Marketing Ideal Customer Profiles ABM Lead Ranking 74

Rev

JUNE 1, 2019

Laura is one of our stars from The Tale of Three Marketers , the greatest B2B marketing story ever told. Laura is a demand generation expert with one mission: conjure up a positive ROI for demand generation marketing and prove it to the fire breathing CFO. Step 1: Solve the Correct Problem: B2B Targeting.

ROI 122

ROI B2B Marketing Demand Generation B2B 122

Valasys

MAY 3, 2019

Intent data is a buzzword for B2B marketers & it reflects on the purchase intent of the potential customers at the different stages of their respective buying cycles. A report by ABM marketing report in 2018 found that only 25% of the B2B marketers were using intent data. Common Uses of Intent Data.

Intent Data 49

Intent Data Analysis Intent Top of Funnel 49

The Point

JULY 1, 2019

For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation that business buyers don’t want to talk to a sales rep until the last possible moment. There was once a time when we would generate a lead and our job would be done. Gated & Secondary Offers.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

Martech

MARCH 11, 2024

This article explores how conventional martech infrastructure alienates most potential buyers and suggests steps to adapt tools and strategies for better long-term brand affinity and demand generation. Only 5% of our market , is ready, willing and able to consider buying our product. What problem does your company solve?)

Efficiency 81

Efficiency Marketing Automation Services Lead Ranking Brand Identity 81

DealSignal

APRIL 10, 2024

B2B buyer behavior has shifted dramatically to independent, online research. Due to the volume of content and online resources in nearly every industry, most people on your buying committees can perform their own research on their own time and are likely to make a decision before ever talking to your sales team.

Intent Data 52

Intent Data Ideal Customer Profiles Intent Marketing Automation Services 52

VisumCX

FEBRUARY 28, 2017

Demand generation is consistently ranked as one of the top challenges for B2B marketers year after year. This should come as no surprise as B2B buyers continue to become more sophisticated in their approach to buying.

Demand Generation Agencies 40

Demand Generation Agencies Demand Generation Demand B2B Marketing 40

The Point

NOVEMBER 12, 2019

I was part of a client conversation recently about the merits of different demand generation channels (paid social, content syndication , email, search, etc.) Now, third-party intent data is a powerful tool , and, if you’re a B2B marketer, deserves to be a part of your demand generation planning.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

Zoominfo

APRIL 20, 2022

Marketers have spent years making sure they get credit for the leads generated by their hardworking teams. But as B2B sales gets more competitive and complex, simply knowing who sourced a lead may no longer be good enough. In 2015, they found that 70% of B2B marketing organizations reported the amount of pipeline they sourced as a KPI.

Multi-Touch Attribution 130

Multi-Touch Attribution Zoominfo Account Based Marketing Lead Ranking 130

Madison Logic

OCTOBER 4, 2023

As more buyers work from home and utilize digital channels for a self-driven buying experience, Connected TV (CTV)—which includes Smart TV’s and other devices that allow brands to reach their audiences through internet targeting—has emerged as a compelling choice for B2B marketers seeking to enhance their multi-channel ABM strategy.

Multi-Channel 52

Multi-Channel Account Based Marketing ABM Advertising Channels 52

Madison Logic

MARCH 1, 2023

2023 is poised to be a pivotal year for B2B marketing. Faced with increased competition and shrinking budgets, marketers must navigate larger buying committees and more complex buying cycles. The platform also makes it easy to target individuals more granularly by selecting regional boundaries for your ads.

Linkedin 52

Linkedin Marketing Budget Account Based Marketing Multi-Channel 52

The ABM Agency

JANUARY 8, 2021

Experienced B2B marketers understand that no two campaigns are identical; each one requires a customized approach in order to reach a target audience and achieve the desired results. What is B2B Programmatic Advertising? Target audiences. B2B Programmatic Advertising Tools. Ad placement. Ad platform. Day and time.

Paid Content 59

Paid Content Advertising Agencies Ideal Customer Profiles Marketing AI 59

Martech

JULY 14, 2022

B2B marketers have employed account-based marketing (ABM) for well over a decade, of course, but the space has evolved rapidly over the past two to three years. Additionally, the COVID pandemic accelerated fundamental shifts in the B2B buying cycle by forcing events and in-person meetings to go virtual.

Account Based Marketing 115

Account Based Marketing Enterprise Management Work Management Marketing Management 115

The Point

APRIL 22, 2020

However, as much as it has a reputation as a way to generate “guaranteed” leads, content syndication is not a cure-all, and indeed, more than most demand generation channels, is likely to generate sales leads that gravitate towards the early stages of the buying cycle. Place leads immediately into nurture.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

JUNE 23, 2020

B2B marketing has seen a dramatic change in the last decade, driven by radical advances in marketing technology and the emergence of new channels. One fixture of B2B marketing for more than a decade is the lead funnel, brought to prominence by the analysts at SiriusDecisions (now part of Forrester.) Cold-calling is dead.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

Engagio

JANUARY 14, 2021

The two of us have been using account-based Sales strategies for years, and we talk through what Sales teams—SDRs and Sales leaders alike—should focus on when it comes to reaching their best accounts. Hint: Replace the inefficient volume-dependent-spray-and-pray game with a strategy that’s grounded in targeted intelligence.

Ideal Customer Profiles 118

Ideal Customer Profiles Lead Ranking DemandBase Demand Generation 118

LeanData

JANUARY 21, 2022

To that end, LeanData has contracted with Winning by Design , a global B2B revenue consulting and training company with proven experience in empowering recurring revenue teams to architect sustainable growth. . Expand and unify target account lists. Improve measurement of account-based strategies.

Account Based Marketing 98

Account Based Marketing ABM Ideal Customer Profiles Marketing Analytics Tools 98

Industrial Marketing Today

JUNE 8, 2010

Even though her article is about the B2B buy cycle in general, it is a perfect follow up to my earlier post “Deconstructing the Four Stages of the Industrial Buy Cycle.” She has focused on identifying the problem and providing a 5-step solution to shorten the buy cycle. The steps are: 1.

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 60

Industrial Marketing Today

SEPTEMBER 3, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.”

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Madison Logic

OCTOBER 18, 2023

In most cases, brand-building efforts typically lose out to demand as marketers focus on short-term initiatives to fill the sales pipeline and generate revenue. Forrester research finds that 67% of B2B marketers say buyers are taking longer to commit to purchases than last year.

Paid Content 52

Paid Content Advertising Agencies Demand Advertisements 52

ANNUITAS

APRIL 10, 2014

The continued rise in revenue is indicative of the increased sophistication of the B2B market and the need for marketers to be more strategic in driving demand for their organizations. It is not the quantity of the content that is the issue, it is the quality of the content and where this content is used in the buying cycle.

Paid Search Agency 100

Paid Search Agency Enterprise Management Marketing Management Automation 100

Industrial Marketing Today

MAY 26, 2010

But not easy to execute because there usually is a disconnect between what your prospect wants to hear and what you want to say about your company and its products and services. The white paper has deconstructed the complex industrial buy cycle into four distinct stages that the buyer systematically goes through.

Buying Cycle 60

Buying Cycle Buy Web 2.0 Allocation 60

The Point

DECEMBER 11, 2018

I may not be a market analyst, but from what I see working with our agency’s B2B clients , it seems to me that, in the language of technology adoption lifecycles, Account-Based Marketing (ABM) stands at that pivotal junction – what Geoffrey Moore calls the “chasm” – between early adopters and early majority.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

Heinz Marketing

MARCH 16, 2022

We have all witnessed a digital transformation in B2B Marketing with the onset of Artificial Intelligence (AI). Thanks to the marketing technology companies that have made the concept more approachable and actionable. What is AI and how does it help in B2B Marketing? AI content generation tools in B2B have many advantages.

Marketing AI 96

Marketing AI Digital Transformation B2B Marketing Top of Funnel 96

Customer Experience Matrix

AUGUST 28, 2014

I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

Madison Logic

AUGUST 31, 2023

Multiple decision-makers on a purchasing team do their own online solution research when buying a complex B2B solution. Enter multi-channel account-based marketing (ABM). Multi-channel ABM helps you meet buying committee members where they are with a persistent and cohesive experience.

Multi-Channel 52

Multi-Channel Account Based Marketing Advertising Channels ABM 52

NuSpark Consulting

JUNE 2, 2016

To create content that boosts lead and demand generation, you need to construct B2B buyer personas that give you a clear picture of your customer, mapping their journey from when they decide to solve a problem to their purchase decision. Many companies create personas, and not one itsy-bitsy thing changes. It’s simple.

Buyer Personas 100

Buyer Personas Conversion Buying Cycle B2B 100

KoMarketing Associates

JULY 12, 2018

Maybe it’s easy to believe, but B2B marketing is easier for different types of products. Luckily, for SaaS (software as a service) products, B2B digital marketing has a lot of benefits. Luckily, for SaaS (software as a service) products, B2B digital marketing has a lot of benefits. Online Training Formats.

Work Management 154

Work Management CMS Development B2B Marketing Marketing Management 154