[B2B, Companies] B2B Marketing Trends for 2016
    B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. The first generation of digital natives expects to be able to complete most of their selection process. B2B marketers will focus.
    [B2B, Companies] B2B Marketing Trends for 2016
    B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. The first generation of digital natives expects to be able to complete most of their selection process. B2B marketers will focus.
    [B2B, Companies] B2B Marketing Trends for 2016
    B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. The first generation of digital natives expects to be able to complete most of their selection process. B2B marketers will focus.
    [B2B, Companies] Live from Marketing Nation Summit: The Engagement Economy, Buyer Empowerment, and Authenticity
    Then Steve highlighted the challenge for marketers, where we’re fighting the law of supply and demand. Creating demand has become a de facto goal for many marketers, but the problem is in the supply curve—people have a finite amount of hours, and we have a fixed amount of attention. The demand model many marketers operate with doesn’t account for the new way that buyers access information and how empowered they have become. A rtful: Since when does B2B have to be boring?
    [B2B, Companies] When Leads Get Left Behind
    In a new LeanData survey, The State of Lead Management , more than 500 B2B sales and marketing professionals said that 25.5 percent of marketing-generated leads, on average, are assigned to the wrong account owner in their organizations. In other words, they’re finding it a challenge to make sure the right person at their company is responding to a customer with the best information. The results were even more alarming from a Demand Generation perspective.
    [B2B, Companies] A New Generation of Marketing Metrics & the ROI of Better Data
    Revenue growth is only possible with a solid understanding of our prospects – and no one knows that better than B2B marketers. SiriusDecisions, a global B2B research and advisory firm, has historically identified data management proficiency in the following ways: Impact : Measures revenue, marketshare, and profit. Contact lists that consist of names, organizations, and phone numbers are still frequent B2B offerings. Better demand generation.
  • EMEDIA  |  WEDNESDAY, APRIL 19, 2017
    [B2B, Companies] 3 Channels We’ll Still Talk About in 5 Years
    The fact remains that email is one of the best ways to reach anyone — especially B2B buyers. However, advertisers’ demand for visibility is already beginning to make digital ads more efficient. B2B marketers will have to expand their definition of search over the next few years. That said, B2B brands will still need to optimize search to ensure their products are listed first. B2B Channels Demand Generation Digital Channels channels digital ads email SEO
    [B2B, Companies] 8 Questions to Help You Decide if Your Content is Good Enough
    The best demand generation campaigns start with content that your prospects want. The best demand generation content does more than attract a crowd; it generates engagement from, and dialogue with, prospects who at the very least have the specific pain or problem that your product or solution can solve. Clients often ask: “What’s the maximum shelf life for demand generation content?”
    [B2B, Companies] How to Define the Scope and Vision of Your Engagement Platform Implementation
    Typically, when companies get started with a robust solution, they are super excited and want to get up and running quickly–oftentimes with a goal of utilizing as many new features as possible. Training is key, and I recommend onsite training for your core power users, like your demand generation or marketing operations teams, who will need to use the solution right away. Marketing Automation b2b Consumer
    [B2B, Companies] 10 Account-Based Marketing Sessions You Don’t Want to Miss at Summit
    One particular topic of interest is account-based marketing (ABM) , which has recently seen a revival as new digital technologies make it easier for companies of all sizes to scale their account-centric efforts and realize improved win rates, faster deal velocity, higher revenues, and ROI from high-value accounts. Create an Account-Based Marketing Strategy to Drive Consensus for Complex Sales—Ardath Albee, CEO and B2B Marketing Strategist at Marketing Interactions.
  • KAPOST  |  MONDAY, APRIL 17, 2017
    [B2B, Companies] Why B2B Marketing Still Needs Social Media
    When your organization struggles to find a way to turn an online presence into a revenue generator, it’s easy to wonder why B2B needs social media in the first place. Yet, B2B marketing still needs social media for very powerful reasons that all play back into an effective overall marketing strategy. It’s also the key reason B2B needs social media—to leverage valuable social currency for the present moment and future long game.
  • EMEDIA  |  WEDNESDAY, APRIL 12, 2017
    [B2B, Companies] What Does Omni-Channel Mean?
    B2B buyers have been conditioned by their personal consumer experiences. But B2B sellers have made slow progress mapping digital touch points to every stage of their prospect’s purchasing journey, let alone across channels. Across industries, B2B companies are looking for ways to adapt to and benefit from the digital revolution. Organizations who fall short of maximizing technological advances risk falling out of favor with their buyers — both B2B and B2C.
  • BIZIBLE  |  TUESDAY, APRIL 11, 2017
    [B2B, Companies] 12 Marketo Summit 2017 Sessions You Should Attend
    With this many sessions, deciding which to attend can be tough, so we’ve pulled out the ones that are most relevant to B2B marketers who are data driven and focused on optimizing the entire funnel. A case study in operating marketing like sales, from CMO planning to demand generation. Marketo Summit attendees can expect to learn about the latest technologies and strategies used in today’s B2B marketing departments.
    [B2B, Companies] How to Leverage Social Intent Data for Email Marketing
    We nurture our prospects and customers with the goal of increasing conversions and generating revenue, yet many of us are struggling to engage enough of our audience via email. At this time, there are a handful of companies in the B2B space (known as third-party intent data providers ) that can provide you with data on what your prospects are learning and talking about online. This is also a great opportunity to look for events to sponsor to generate more leads.).
  • VIDYARD  |  MONDAY, APRIL 10, 2017
    [B2B, Companies] 12 Perfect Video Types for the B2B Customer Lifecycle [Infographic]
    It also received coverage in Time Magazine, Fast Company, Salon, Design Taxi, AdAge, and AdWeek. The post 12 Perfect Video Types for the B2B Customer Lifecycle [Infographic] appeared first on Vidyard. Blog Demand Generation Marketing Communications Marketing Events Small Business Marketing Video ProductionIf you’re reading this, you probably already know that video is an important part to accelerating the journey from prospect to customer.
    [B2B, Companies] 6 Easy Ways to Perfect Your Landing Pages
    Try to keep it simple like the form below: first name, last name, email address, company name, and job title. ” If you have permission from those folk that offered your examples of social proof, it’s even more advantageous to include their titles or company names. Check out the many resources available to you, and try some of these tips to see if they work for your company! Demand Generation b2b Consumer
    [B2B, Companies] THE HACKIES: How a marketing automation company hacked their own marketing org
    It’s even easier when you’re a marketer at a company that is itself a marketing technology provider, serving other marketers: lines blur, wires cross, and over time (often before you know it), you’ve forgotten what it means for form to follow function — to practice what you preach. Marketing automation, we understood from this, clearly had value to offer beyond demand generation, and indeed a bigger role to play in the customer experience overall.
  • 6SENSE  |  WEDNESDAY, APRIL 5, 2017
    [B2B, Companies] Thank You to Our Customers!
    Partnering with companies who feel compelled to push the envelope and act as true pioneers in their space has allowed us to work with some of the brightest minds in today’s B2B industry. As power users of 6sense, we also want to thank Jeff Siegel, Senior Marketing Strategist at Box, and Enrique Tapia, Box’s Senior Director of Marketing Strategy and Demand Generation. Dear 6sense Customers, We couldn’t be more proud and thankful to be on this journey with you.
    [B2B, Companies] 4 Reasons Why ABM Fails, According to Megan Heuer of SiriusDecisions
    We caught up with Megan Heuer, Vice President of Research at Global B2B Advisory Firm SiriusDecisions for her perspective on the world of Account-Based Marketing, Account-Based Selling, and Account-Based Everything. Instead, it’s a powerful combination of people, process and technology that, deployed intelligently, will out-perform every other demand generation initiative in your company.
  • RADIUS  |  MONDAY, APRIL 3, 2017
    [B2B, Companies] 3 Things Your Team Must Do To Prepare For Account Based Marketing Success
    In the deep sea of B2B selling, you can’t wait around for the right people from the right accounts to swim into your demand generation net – you need to hunt “big fish” with a targeted and strategic approach. Most CRM tools and Marketing Automation systems often fail to tie the right contacts to the right companies, causing organizational chaos and stunting the potential of any account-based strategy.
  • HG DATA  |  THURSDAY, MARCH 30, 2017
    [B2B, Companies] Build an ABM Strategy that Works with Your Business
    In fact, it’s a strategy that belongs in virtually every B2B marketing toolkit. According to the 2016 report, State of Pipeline Marketing , 67% of B2B marketers are doing “some form of account-based marketing.”. While it ultimately paid off, companies couldn’t afford to have all their reps take this approach. Given the benefits of ABM and the relative ease of getting started, you probably should be integrating ABM into your current B2B marketing strategy.
  • HG DATA  |  THURSDAY, MARCH 30, 2017
    [B2B, Companies] Build an ABM Strategy That Works with Your Business
    In fact, it’s a strategy that belongs in virtually every B2B marketing toolkit. According to the 2016 report, State of Pipeline Marketing , 67% of B2B marketers are doing “some form of account-based marketing.”. While it ultimately paid off, companies couldn’t afford to have all their reps take this approach. Given the benefits of ABM and the relative ease of getting started, you probably should be integrating ABM into your current B2B marketing strategy.
    [B2B, Companies] 5 Reasons Your Sales Reps Aren’t Getting Enough Qualified Leads
    Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. Though the marketing team was doing a great job generating raw inquiries at the top of the funnel, the sales reps weren’t receiving the number of “sales ready” leads they needed to hit their pipeline targets. Maybe demand generation isn’t broken.
  • RADIUS  |  TUESDAY, MARCH 28, 2017
    [B2B, Companies] The Era of Paying for B2B Data is Over – Introducing Unlimited Data Access
    That’s why today we’re excited to announce that B2B companies can now get unlimited access to the most comprehensive, accurate, and up-to-date contact and account data via The Network of Record™. Companies have become data organizations – there’s no way around it. In this case, the proverbial statement ‘garbage in, garbage out’ is negatively impacting companiesB2B strategies which may be harmful to their success at scale.
  • ACT-ON  |  MONDAY, MARCH 27, 2017
    [B2B, Companies] What Can You Do with Marketing Automation: Surprise! Its more than you think.
    Almost every marketer knows that marketing automation (MA) has been a boon for demand generation. But, while driving potential customers’ awareness and interest in a company’s products or services is certainly one essential function of MA, the story hardly ends there. Some marketers use MA solely for demand generation purposes and have not fully realized how to leverage their existing technology to extend to branding and customer marketing needs.
  • PUREB2B  |  WEDNESDAY, MARCH 22, 2017
    [B2B, Companies] How to Nurture Leads with Email Marketing
    It has withstood the test of time and remains a strong force to contend with in lead generation and management, as well as customer engagement. In fact, based on statistics from Campaign Monitor : More than 80% of B2B and B2C companies are still using email marketing technologies as part of their marketing strategies. People want to feel like more than just another sale to your company.
    [B2B, Companies] Email 101: Tell Me Something I Don’t Already Know
    And yet if I were to choose the one thing that dooms more B2B email creative to mediocrity and worse, it would be just that: telling people stuff they already know. Now, if you need to convince any B2B marketer at this point that ABM is a trend worth noting, he or she is probably beyond help anyway. To be successful in driving engagement from business buyers, it’s not enough that marketing content simply be relevant to the individual reader.
    [B2B, Companies] Customer Marketing: The Missing Piece of the Account-Based Marketing Puzzle
    It’s tempting to assume that advertising dollars should only be spent on demand generation because B2B marketing has traditionally focused on filling the sales pipeline with as many leads as possible — but that’s simply not true. With an ABM platform like Terminus , B2B marketers can target all the stakeholders at their customer accounts. This is especially important when you’re dealing with enterprise accounts with various divisions or child companies.
    [B2B, Companies] How to Start Generating Leads for Your B2B Company
    The impact of this “how-to” post can go either way — you resolve to “suspend” ties with your lead generation partner, or you stick to buying your sales leads from outside sources. While the former would be the more ideal action response, ultimately, your choice will depend on whether or not you are sold on the idea of generating leads on your own. But, just like anything else, there’s a simpler and easier way to running a lead generation quest if you have the proper know-how.
    [B2B, Companies] 10 B2B Lead Generation Strategies for 2017
    We’re well into the New Year, and most companies are revamping their lead generation strategies to meet its demands. There is also no single lead generation strategy that works for. The post 10 B2B Lead Generation Strategies for 2017 appeared first on PureB2B. The post 10 B2B Lead Generation Strategies for 2017 appeared first on Marketing Insider Group. Demand Generation
    [B2B, Companies] How to Create the Three Parts for Any Sales Funnel
    Others use ads with effective landing pages that generate leads and jumpstart sales. The Lead Generator. Getting people involved is lead generation. It makes no sense to generate thousands of leads at the top of a sales funnel if those people can’t be at least classified as ready to buy, in need of nurturing, or unlikely to buy ever. Generating leads and qualifying them is always a step needed in creating a sales funnel that converts.
    [B2B, Companies] Mastering modern marketing technology leadership over 2 intense days
    Seriously though, as the world’s largest independent exhibit of marketing tech companies, I guarantee that you will discover incredible new capabilities that you couldn’t have even imagined were possible. I’ll start with an update on The State of Marketing Technology 2017 : What practices are the leading companies adopting? What data to store centrally and what to read from source systems on demand. 12:15pm – Demand Fuel.
    [B2B, Companies] Why Perfect Branding Isn’t Enough to Connect with Buyers
    Once upon a time, branding was an indispensable part of a company’s success in B2B sales. A company with strong branding could distinguish itself from competitors in the mind of a buyer long before the sales pitch. Strong branding, which would announce a company as a player, is what made this partnership possible. Today’s B2B Sales Cycle This B2B dynamic has changed, however. This is where demand generation can complement branding.
  • BIZIBLE  |  FRIDAY, MARCH 10, 2017
    [B2B, Companies] 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. B2B ANALYTICS 01 -- Use lead scores to trigger marketing activities and workflows. This is a prime example of how B2B analytics can make a huge difference within a marketing org.
    [B2B, Companies] 6 Ways Infusing Customers Into Our Account-Based Marketing Campaigns Drove $300K In Sales
    According to SiriusDecisions, 58% of B2B companies planned to invest in ABM technology or services last year. However, many companies only use traditional tactics, like retargeted ads and email nurtures, to engage ideal prospects. Account-based marketing (ABM) is one of the hottest marketing trends of 2017. But these techniques won’t help you build authentic relationships.
  • ACT-ON  |  MONDAY, MARCH 6, 2017
    [B2B, Companies] What is Demand Generation Marketing?
    The role of demand generation marketing is evolving along with technology, enabling B2B marketers to get better at filling the pipeline with actual opportunities versus just a bunch of leads. Now why is this relevant to the role of demand generation, you may ask? Today’s Demand Gen Marketer is a key cog in your marketing machine, fueling your sales pipeline. Today’s Demand Gen Marketer.
    [B2B, Companies] How to Run an Effective Employee Advocacy Program on Social Media
    But how many companies truly take that advice to heart? In a recent interview with the Conversion Company, I shared my point of view on social media’s role in developing an employee advocacy program. In addition, there is an incremental cost to launching a social advocacy program, so it’s important to have a clear strategy that aligns with your company’s goals to define KPIs and determine program effectiveness. Social Media Marketing b2b Consumer
    [B2B, Companies] 14 Visualizations Mapping The B2B Buyer Journey
    Our understanding the B2B buyer’s journey, from market realization to vendor selection, becomes critical in developing a successful online marketing program. But how does the B2B online marketer go about uncovering their buyer’s journey? The place to start is in understanding the different phases of the B2B buyer journey itself. To get this process started, we’ve compiled 14 visualizations designed to aid marketers in defining their own B2B buyer journey.
  • ACT-ON  |  THURSDAY, MARCH 2, 2017
    [B2B, Companies] Rethink Podcast #13: What It Means To Become An Advocate Marketer
    She got to know them at a human level, at a company level, and at that buyer’s industry level. She also has a portfolio of tech companies in which she is an investor and advisor. “I’m The first problem that we normally see when companies are investing in advocate marketing is they’re so focused on how do we get something out of our advocates, not how do we be the best advocate of and for our customer. .
    [B2B, Companies] The Demise of the White Paper is Greatly Exaggerated
    A simple explanation is that marketers love the new and different and bright and shiny, and nothing generates views and shares more than telling marketers that everything they’re doing is old-fashioned and outdated and well, deceased. Aaron Dun wrote a great article last month for CMSWire in which he detailed strategies that he believes B2B Marketers need to adopt to stay current in “a highly digital, connected world.”
    [B2B, Companies] Measuring the Customer Journey from Leads to Revenue
    Attracting high quality leads at the top of the funnel, that turn into closed deals at the bottom of the funnel is the ultimate goal for every B2B company. We recently hosted a webinar with Nick Ezzo, VP of Demand Generation at Host Analytics and Sudhir Kaushik, the VP of Product at Captora, for their thoughts on executing marketing campaigns that turn into revenue.
    [B2B, Companies] Go Where Your Customers Are – Wise Words from Sweta Patel
    And now that every brand starts with a social presence on day one, Sweta Patel believes companies that ignore other traditional channels do so at their own peril. Patel, a Demand Generation Consultant and Customer Acquisition Specialist, has worked with brands like Kyocera, WD-40, and Full Circle Insights to build social communities, drive more leads, and ultimately close more deals. What types of programs resonate best with B2B audiences?
    [B2B, Companies] A Complete Guide To The Buyer Journey
    Two great examples that come to are two companies that focus on transparent content in a traditionally opaque industry. Through a focus on education and ingredient sourcing, he helps a younger generation of foodies learn what to look for when shopping for the luxury food. Another example is a company that makes bike wheels. This company took a similar path, they created content that helped buyers understand their sourcing and manufacturing process. B2B Marketing
    [B2B, Companies] 8 Facts You Need to Know About B2B Content Marketing [Infographic]
    Have you and your business joined the 88% of B2B marketers that have built content marketing into their strategy? B2B companies can benefit from content marketing just as much as B2C companies – just look at brands like Adobe and Microsoft. That being said, there are some variations between B2B content marketing and B2C content marketing, including the subject matter, content formats, distribution channels, promotion, and objectives.
    [B2B, Companies] An Email is Not a Campaign: the Case for Integrated Marketing
    One prime example of this – and something we see too often in our work with tech companies – is the tendency to execute campaigns in very one-off, siloed fashion. But executing campaigns – and lead generation channels – in this manner not only robs them of their potential, it’s also a very expensive way to generate leads. The risk from an integrated campaign is much less because you’re not putting all your demand generation eggs in one basket, as it were.
    [B2B, Companies] 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? Also note -- most, if not all, of these engagement strategies cross-apply between demand generation and account-based marketing. For companies trying to expand the top of their funnel, having your brand associated with an already well known name in your space can be helpful.
    [B2B, Companies] 5 Steps to Market to a New Vertical
    Start Your Demand Generation Engine. To scale your vertical strategy, demand generation is instrumental in driving qualified leads for the chosen segment, engaging them, and nudging them to the next stage of the customer lifecycle. At the early stage, content such as ebooks, slideshows, and blog posts are effective for generating awareness. Revenue: The revenue generated from closed won opportunities since the programs started. Modern Marketing b2b
    [B2B, Companies] THE HACKIES: How to hack your CRM for ABM, switching from leads to contacts and accounts
    Decide which new report types you’ll want to generate, as well as which types of data from which martech solutions are necessary to assemble those reports. Some companies create custom solutions for this process or higher an outside consultant. a more obscure match on lead company name and account name. When moving from demand gen to ABM, personas are arguably even more important to identify and track. This article is a guest post by Lauren Frye of Bizible.
    [B2B, Companies] B2B Analytics: Accessing And Using Advanced B2B Marketing Metrics
    How do we gather, analyze and implement improvements based on B2B analytics in marketing? In this post we describe ways we use our multi-touch attribution product to manage performance, gather B2B analytics, and improve the customer journey. Building B2B Revenue Analytics With Attribution. An attribution report organizes channels based on revenue generated in a speific time frame. Accessing Marketing B2B Analytics To See The Leading Indicators For Revenue.
    [B2B, Companies] Weekend Reading: “Launching to Leading” by Ken Rutsky
    For the 109th episode of The Marketing Book Podcast, I interviewed Ken Rutsky, author of “Launching to Leading: How B2B Market Leaders Create Flashmobs, Marshal Parades and Ignite Movements.” ” If you think about the different stages of a company’s successive stages or levels toward market leadership as an evolution, this book walks you through how […]. Demand Generation
    [B2B, Companies] 4 Ways Demand Generation Marketing Is Like Football
    Before I lose those of you who are not football fans, I want you to reread the entire opening paragraph with a revised first sentence: “They say the toughest position in a high growth company is the demand generation quarterback.”. With Super Bowl 51 just around the corner, I decided to have some fun and draw some parallels between football and demand generation marketing. What other similarities have you seen between football teams and demand generation teams?
    [B2B, Companies] 7 Myths about Account-Based Marketing for the Unconvinced
    While account-based marketing has generated a lot of buzz recently, it’s also surrounded by a fair amount of skepticism. We’re big fans of account-based marketing, but we understand that it’s not a walk in the park to make the switch from demand generation to ABM. As a company that has made a 100% shift to account-based marketing, we’ve experienced the good, the great, and the admissibly difficult elements of this highly-targeted marketing strategy.
    [B2B, Companies] B2B Paid Content Distribution: Facebook vs. LinkedIn
    “ Oh, we’re B2B,” someone said. I get the instinct to assume LinkedIn is the only worthwhile place to pay for content distribution if you’re a B2B company. LinkedIn has incredible ad targeting for B2B brands. When you’re selling a very specific product (say, enterprise content marketing software) to a very specific buyer, it’s incredibly useful to be able to target someone by job title, location, and company.
  • BIZIBLE  |  MONDAY, JANUARY 30, 2017
    [B2B, Companies] Bizible Introduces Custom Attribution Modeling With Machine Learning Recommendation
    I’m excited to announce that Bizible now has full-funnel custom attribution modeling, which is the first and only B2B custom modeling backed by machine learning. This has long been our most requested feature and one that shows just how far B2B marketing measurement has come in just a few years. Here's what Russell Banzon, Demand Generation Manager at Inkling had to say: "Custom models allow us to change our attribution data to truly match our business.
    [B2B, Companies] A Deep Dive Into Two Examples Of Predictive Marketing
    Decisions around how much to spend, where to spend it and who to spend it on don’t all need to be highly difficult decisions for B2B marketers. In this post we’ll show how predictive marketing technology is changing how B2B marketers do their jobs. We’ll use two examples of how predictive marketing assists decision-making related to demand generation and account-based marketing. In this case, product-company fit. What is the core reason vacations are so great?
    [B2B, Companies] Client-Created Content is Key – Wise Words from Stephanie Totty
    Well the kids of today don’t have to go through that rigamarole, thanks to companies like ExamSoft. As the Senior Content Strategy Manager at ExamSoft Worldwide, Totty works tirelessly to generate interest for ExamSoft across their blog, social channels, webinars, and a host of other platforms. “I What is one content marketing strategy that most companies miss out on? Blog Demand Generation Marketing Marketing Communications
    [B2B, Companies] TOPO Summit, Craig Rosenberg and Account Based Everything
    shifted B2B marketing focus to industrial-strength demand generation engines capable of delivering massive numbers of leads at scale. Market Dynamics - For many companies, the inbound, volume and velocity models have peaked and they must now pursue targeted, account-based models to drive growth. damphoux : For years the demand gen world has had the Inbound Marketing/Outbound Marketing debate, and you know I'm a staunch Outbound Mafia member.
    [B2B, Companies] 7 Creative Demand Gen Tactics to Drive Trade Show Booth Traffic
    Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy. Direct Mail – sure, it’s more expensive, but guess what: relatively few B2B companies use mail, so there’s less competition.
    [B2B, Companies] First Video in Business Benchmark Report: How B2B Companies are REALLY Using Video
    In fact, the average B2B company within Vidyard’s client base has nearly 300 videos in their library and that number will double within the next 16 months. The largest B2B clients host more than 10,000 videos with no signs of slowing down. So how, exactly, are B2B companies investing in video and how does that differ from their B2C counterparts? How many videos are they publishing each month and what trends stand out for different industries and company sizes?
    [B2B, Companies] How These 3 Companies Built Content-Enabled Campaigns: Paycor, Blackbaud, SnapApp
    Essentially, these are a series of strategies to align content and demand generation around a dialogue with the audience, which in turn, help bridge the gap between the marketing and sales departments to produce super marketing qualified leads (MQLs.). . And bridging that gap is more important than ever: According to MarketingSherpa , 61% of B2B marketers send all leads directly to sales, while only 27% of those leads will actually be qualified. .
    [B2B, Companies] How These 3 Companies Built Content-Enabled Campaigns: Paycor, Blackbaud, SnapApp
    Essentially, these are a series of strategies to align content and demand generation around a dialogue with the audience, which in turn, help bridge the gap between the marketing and sales departments to produce super marketing qualified leads (MQLs.). . And bridging that gap is more important than ever: According to MarketingSherpa , 61% of B2B marketers send all leads directly to sales, while only 27% of those leads will actually be qualified. .
    [B2B, Companies] Marketing was Hard in 2016. Marketing Automation Helped Those Who Used It.
    With more data available than ever, marketing automation was a critical component of B2B marketers' tech stack. The biggest impact in 2016 has been the continued complexity of B2B buyers who now buy in committees. Marketers are still struggling in terms of content marketing and demand generation according to recent research and the growing complexity will continue to make it more challenging. As we move into 2017, it is instructive to look back at 2016.
  • ACT-ON  |  FRIDAY, JANUARY 20, 2017
    [B2B, Companies] Rethinking the Role of Marketing in B2B Customer Engagement
    But if no part of your company is stepping up to take ownership of the cycle, then many growth opportunities are likely slipping through the cracks. Together with Gleanster Research we surveyed 750 mid-size B2B companies to investigate how the most successful organizations approach CRM and customer engagement throughout the customer lifecycle. Focus on retention and expansion: The Average B2B marketer considers their current marketing efforts to be effective and sufficient.
  • THE POINT  |  FRIDAY, JANUARY 13, 2017
    [B2B, Companies] Expand your Offer Strategy to Increase SEM Performance
    However, by limiting paid search (SEM) campaigns (and social ads like LinkedIn also) to prospects who are ready to look at a product, marketers do themselves and their companies a disservice. If you expand your SEM offer strategy to include early-stage content, yes – you’ll generate a mix of leads and not just highly qualified demo-ready prospects – but, if you have the right nurture strategy in place, you’ll end up with many more qualified leads, and a greater ROI, in the long run.
    [B2B, Companies] 3 Reasons to Adopt a Scalable Marketing Automation Platform
    But growing companies can hold themselves back when they grow beyond the tools that they use. While our demand generation team celebrated this victory, we knew that with a lead database swelling to 70,000 entries and counting, we needed to embrace a more sophisticated, enterprise-grade marketing automation platform. Marketing Automation b2b ConsumerAuthor: Cassidy Milder Every growing organization has important thresholds to cross.
    [B2B, Companies] What Does a Demand Generation Program Actually Look Like?
    As a marketing leader, have you been tasked with building a demand generation program designed to funnel leads to salespeople? For most B2B companies with a complex, relationship based selling process, a demand generation program that provides actionable sales intelligence is one of the best options at their disposal. Most companies start with buying marketing automation without a solid strategy and underestimate the amount of content they require.
    [B2B, Companies] Prophets of Profit: 25 ABM Experts Give 2017 Predictions & Advice
    According to the SiruisDecisions 2016 State of ABM study, 70% of all B2B companies focused on driving account based marketing programs. Their study showed that B2B marketers experienced a 171% lift in their average annual contract value (ACV) when implementing ABM strategies. That’s why we’ve asked some of the smartest B2B, account-based practitioners around to gaze into their crystal balls and tell us what they think is in store for 2017.
    [B2B, Companies] 4 Effective Methods to Increase Your Survey Response Rates
    If you’re a company looking to market a new brew to a niche audience, use survey logic to send those who select “Never or almost never” to a set of questions tailored to their answer choice. Have you used surveys to generate demand? Demand Generation b2b ConsumerAuthor: Audra Sorman If you build it, they will come…right? When it comes to surveys, not necessarily.
    [B2B, Companies] 31 Influencers to Follow in 2017
    Lee Odden is the CEO at TopRank Marketing while also finding time to be an author, speaker, consultant on B2B content and influencer marketing, social media, PR, and SEO. Matt Heinz is the President and CEO of Heinz Marketing which offers consulting services that cover B2B demand generation, pipeline management, sales enablement, content strategy, inside sales effectiveness, marketing technology, and driving revenue and results. Social Media Marketing b2b Consumer
    [B2B, Companies] 7 Ways to Generate Leads on Social Media
    Author: Lisa Marcyes When you hear the term lead generation, social media probably isn’t the first thing that comes to mind…but maybe it should be. With 75% of B2B buyers and 84% of C-level/Vice President (VP) executives incorporating social media as a key part of their decision-making process according to IDC , social channels are becoming essential to building relationships with prospects and customers throughout every stage of the customer lifecycle. Demand Generation b2b
    [B2B, Companies] The 10 Best Marketing Action Blogs of 2016
    Many B2B companies tell their prospects and customers that they understand their unique needs, but then turn round and blast everyone with the same message. Demand Generation 101: 7 Tactics for Generating High Quality Leads. But demand gen isn’t just about leads. It’s a strategy for marketing across the entire buyer’s journey – from branding, to demand generation, to customer expansion and retention.
    [B2B, Companies] 23 Content Marketing Predictions for 2017
    Companies will share more stories of corporate social responsibility, highlighting people and programs focused on sustainability, diversity and inclusion, and community involvement. Marketers, especially those in B2B with longer sales cycles, will be able to make the case for larger budgets based on the proven impact of their efforts. Sure, multimedia is important, but too many companies are going to throw too much money at video without taking the time to develop a long-term plan.
    [B2B, Companies] Our Top 10 Blogs of 2016 at a Glance
    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. Even if you’re a consumer marketer, people do research on your company and products long before they decide to make a purchase. 5 Ways to Boost B2B Sales Through LinkedIn Social Selling. 5 Ways to Boost B2B Sales Through LinkedIn Social Selling.
    [B2B, Companies] Why account-based marketing is a game changer for Japan
    I caught up recently with Ichiro Niwayama , founder of Symphony Marketing , the leading B2B-demand generation agency in Japan. His new book, Ultimate B2B Marketing: ABM , was published only last week, and has already leaped to #1 on the Amazon Japan business book list. Mr. Niwayama was kind enough to share his thoughts on where B2B marketing in Japan is headed, and why Account-Based Marketing will play an important part in its growth.
    [B2B, Companies] Experience Interlock: The Missing Ingredient to Effective CX
    Regardless of industry or role, B2B marketers are focusing their attention—and budgets—on customer experience management. A CIO is searching for information on cloud security to understand whether or not she needs to make it a priority for her company in the coming year. She reads an article written by an expert who works for a security software company—let’s call this company Securita—and her questions are answered.
    [B2B, Companies] The Funny and Fabulous: 10 Best Video Marketing Examples of 2016
    This year, we present you with a mix of both B2B and B2C videos to give you the absolute best caliber of marketing to use … well, however you like in 2017! The video below is personalized for Sangram Vajre at Terminus, so use your own imagination to replace his name or company name with your own!). Purple, a mattress company, did just this. The Best 10 B2B Marketing Videos of 2015. Every year we sit down and put together the best videos from the year that just passed.
    [B2B, Companies] Our Top 10 Blog Posts of 2016 -- And Why They Were Successful
    Building a B2B Marketing Stack that Drives Full-Funnel Decision Making (4/18/16). For that reason, they implemented B2B marketing attribution. The 9 Circles of B2B Marketing Hell (7/20/16). B2B marketing and sales is a drawn out process that takes months, or longer, to convert leads to customers. That’s why we’ve been working hard to create more of them -- like this B2B marketing sophistication framework and this ABM orchestration template.
    [B2B, Companies] Revisiting Content Marketing Predictions in 2016
    Years ago when I was working a short stint in B2B sales, I took a course on SPIN Selling, and I still think about the fundamentals of that selling process today. Many companies create plenty of content talking about the payoff, without showing their buyers that they understand their situation, and the problems they face. Getting an outsider’s take on what your company brings to the table can be a creative exercise that will pay dividends in the long run.
    [B2B, Companies] 5 Tech Trends for CMOs to Prepare for Next Year
    AI as foundational technology has been around in the consumer world for over a decade, but it’s just in the past few years that innovative business-to-business companies have started using it to achieve specific business outcomes. More and more of the companies I talk to lately all have the same confession: “We simply bought too much tech.” Demand gen will experience a democratization of tools.
    [B2B, Companies] 139 Content Marketing Blogs to Watch in 2017 (Broken Down By Category)
    And, 70% of B2B marketers plan to create more content in 2017 compared to 2016. From actionable content marketing and demand generation techniques to the latest marketing technology and industry insights, this list of top content marketing blogs has something for everyone. Demand Gen / Lead Gen. Contently has been named one of the top 100 fastest growing private companies by Inc. Recommended reading: 73 Experts Reveal B2B Marketing Trends to Leverage in 2017. #16.
    [B2B, Companies] The Changing Role of the Demand Waterfall: A Conversation with Terry Flaherty
    Terry Flaherty is a Research Director at SiriusDecisions , a B2B marketing veteran, and a respected expert on Demand Generation (or Demand Creation, as SiriusDecisions prefers to call it.) He’s also the acknowledged godfather of the SiriusDecisions Demand Waterfall ®, which makes him the person to blame every time your manager asks you about MQL conversion rates. HS) Tell us how the demand waterfall came to be. (TF) – Demand planning.
    [B2B, Companies] The Rise of Account Based Thinking
    Advisory firm SiriusDecisions called Account-Based Marketing a “must have,” in 2015, revealing that nearly all (92%) companies surveyed recognize the value in ABM. Revenue-minded B2B leaders have always sought out tactics that will land more of the big deals, the ones that include long, complex sales cycles. Because it’s perfectly suited for B2B. However, in the last decade, B2B demand generation has almost completely re-invented itself.
    [B2B, Companies] 6 Account-Based Marketing Insights from #FlipMyFunnel
    It was a great gathering of B2B thought leaders, innovators, and account-based marketing practitioners that highlighted how marketing and sales professionals are winning with ABM. The conference was full of good content, presentations, and booths from companies like Invoca, Vidyard, Engagio, Apttus, Sirius Decisions, TOPO, Marketo , G2 Crowd, Synthesio, and many others. According to Craig, many companies still struggle with how to orchestrate their ABM strategy.
    [B2B, Companies] 10 Most Popular B2B Lead Blog Posts of 2016
    I’ve compiled a list of the 10 most popular and shared posts on the B2B Lead Blog, chosen by marketers, just like you, to help you get ready to have a great 2017. The Biggest Contributor to B2B Revenue. For the majority of B2B companies with complex sales, marketing-generated leads rarely account for 50% of revenue and often it’s often much less. Read The Biggest Contributor to B2B Revenue. Tips On How to Use LinkedIn for Better Lead Generation.
  • INFER  |  FRIDAY, DECEMBER 9, 2016
    [B2B, Companies] The State of B2B Software Reviews, Martech Growth and the G2 Stack [Podcast]
    The online B2B software review company has built an impressive community made up of over 100,000 crowdsourced reviews from real-life users, then turns those thousands of data points into trend reports, a la Gartner and Forrester. In her current role as the chief marketing officer, Weissman is focused on leading the company’s sales and marketing organizations as well as creating integrated marketing campaigns. G2Crowd is disrupting the traditional analyst quadrants.
    [B2B, Companies] How B2B Companies Are Using LinkedIn Marketing Ad Campaigns [Interview]
    The “2016 LinkedIn Ads Benchmark Report” from Bizible found that most B2B software and business service companies (50 percent) consider their LinkedIn marketing strategies to be successful. Additionally, 70 percent have invested in LinkedIn marketing ad campaigns for demand generation purposes. How have B2B marketers changed the way they use LinkedIn to discover new opportunities/leads/customers over the past few years? (Or
    [B2B, Companies] Chris Abraham joins Cindy Crescenzo and Steve Farnsworth on FIR with Shel Holtz
    Chris Abraham, Cindy Crescenzo, and Steve Farnsworth join host Shel Holtz to talk about Breitbart News’ call for a boycott of Kellogg’s after the cereal company pulled its ads, the suggestion that we should stop measuring employee engagement, PR’s ability to propel Virtual Reality into the mainstream, the need for brands and agencies to adapt to a voice-driven world (with Amazon Echo and Google Home becoming new means of searching and engaging), the latest from the fake news front, and much more.
    [B2B, Companies] The Top 5 Mistakes Companies Make Building Demand Generation
    Most B2B companies are realizing that, to hit their growth goals, they need to shift the focus of their marketing from branding and awareness to lead generation. So they task marketing leadership with building a demand generation engine and run into myriad problems. have changed the way that B2B companies market their products and services. They may still be necessary, just not in a demand generation function.)
    [B2B, Companies] TOPO Report: Successful ABM Marketers Focusing On Down-Funnel Metrics
    demand generation) across a number of categories, including sales and marketing alignment, overall customer LTV, contract value, close rate, and ROI. That means connecting the interactions of individuals from the same company into accounts through lead-to-account mapping, and attributing pipeline and revenue credit to touchpoints at the account level instead of the individual level.
  • ACT-ON  |  MONDAY, DECEMBER 5, 2016
    [B2B, Companies] B2B Marketing Automation Software for Fast Growing Companies
    Today, let’s talk about what you may need in terms of B2B marketing automation software for your fast-growing company to achieve its 2017 marketing goals. According to Forrester , 74% of B2B buyers find buying from a website more convenient and 59% would rather not interact with salespeople as their primary source of research. For the fast-growing company looking to take that next step in conquering the world, the script is familiar.
    [B2B, Companies] How to Automate Your Account-Based Marketing Strategy
    So it’s no surprise that with the evolution of account-based marketing and technologies that enable it, B2B marketers are paying attention and trying to figure out how they can implement an account-centric approach. While companies may be able to easily build out a solid vertical focus, carving out the top accounts to go after within it can be a tricky endeavor. Additionally, cleaning and associating leads to the right companies is often challenging.
    [B2B, Companies] 3 Marketing Operations Mistakes That Will Break Your Sales and Marketing Alignment
    On the marketing operations team, we get asked these questions often by the demand generation and sales teams. Marketing operations is responsible for this on both a tactical and strategic level, and we need input and feedback from demand generation and sales. Regional demand gen marketers may feel that scoring should be localized because of their unique understanding of their markets. Sales coverage and performance results should reflect varying demand.
    [B2B, Companies] 11 Simple Steps to Boost Your Organic Click-Through Rates
    Your content marketing may be worthy of Shakespeare, but if you’re not able to snag high click-through-rate (CTRs) then it probably isn’t doing your company much good. Content Marketing Digital Marketing Infographics B2B B2B lead generation click-through rates CTR demand generation digital marketing google home marketing Search seo
    [B2B, Companies] Which Comes First: Lead Nurturing or Inside Sales?
    But where lead nurturing often has the most impact – on conversion rates, funnel velocity, and demand generation ROI – isn’t mid-funnel, but rather immediately when a lead enters the system. This isn’t the first time that we’ve come across a company that insists on letting SDRs “have a crack” at leads before, in effect, turning them over to marketing in the form of a nurture program. B2B Marketing Campaign Strategy inside sales Lead Management Lead Nurturing Sales 2.0
    [B2B, Companies] What A Real ABM Campaign Looks Like
    Under the guidance of Adam New-Waterson , now the vice president of demand generation at RevJet , our marketing and sales team sat down together and compiled a list of target accounts that we believed could be brought back to life. The project really was born out of the idea that a lot of companies had begun talking about ABM only to use it as a way to fit their product into a trending topic,” New-Waterson said. buyers typically are involved in a typical B2B deal.
    [B2B, Companies] Interesting Infographics: How to Calculate Your Marketing Budget
    The first step is simple enough: before you know what to commit to your marketing budget, you have to know how much your company is making. Sit down with your CFO or accountant and calculate your company’s gross or estimated revenue. Step 2: Determine your company size. Are you a brand new, up-and-coming company working on getting some exposure and recognition, or are you already an established household name?
    [B2B, Companies] More Content is Not Always Better – Wise Words from Chris Vandermarel
    And to understand how companies can make the most of their content, we sat down with Chris Vandermarel, Demand Generation Manager at Toronto-based LookBookHQ. Vandermarel helps bring leads into the popular content engagement platform, and his place within the company is one part drive, one part serendipity. “I He quickly gave me a demo of LookbookHQ and after that I got connected with the Director of Marketing and found my home in demand generation at LookBookHQ.”.
    [B2B, Companies] How Long Does it Take to Get Results from Content Marketing?
    What does this have to do with how long it takes for content marketing to create leads and demand? The ingredients that impact your lead and demand generation success and the time it takes to achieve it include: The quality, relevance and type of content you create. You will also start to generate leads, but don’t expect them to rush in. of companies indicate that content marketing is increasing their marketing teams’ lead quality and quantity.
    [B2B, Companies] How We Increased Pipeline 504%
    Now, when individuals search for things like “B2B marketing attribution” Bizible is at the top of the list. We get to directly influence marketers who are searching for information on our industry, whether or not they’ve heard of our company before. Shifted our Strategy from Demand Generation to Account-Based Marketing. One of the biggest projects we’ve undertaken to increase opportunities and pipeline is switching from Demand Generation to Account-Based Marketing.
    [B2B, Companies] How to Fix a Broken Lead-Nurturing Strategy
    Marketing automation software if a powerful tool, but many of the companies that use the software to create nurture campaigns attempt to turn leads into customers through brute force. ” Only one-fifth of B2B marketers consider their lead nurturing efforts to be “very successful” and content effectiveness consistently ranks as a top challenge for marketers. For B2B brands, this typically means knowing job title, industry, and company size. “If
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