[B2B, Companies] How to Manage an Account-Based Sales Team
    If you’re keeping up with the latest B2B trends, you’ve probably heard or read the term “Account Based” recently. Many B2B organizations deal with a smaller lead pool and longer sales cycle, which means you’ve probably had to adjust your marketing campaigns accordingly. B2B sales requires a comprehensive, multi-channel approach to nurturing leads at different levels. Titles: VP of Marketing, Marketing Manager, Demand Generation.
  • TERMINUS  |  TUESDAY, JULY 18, 2017
    [B2B, Companies] Build Your Account-Based Marketing Campaigns with These 12 ABM Plays
    We’re in the midst of a paradigm shift in the world of B2B marketing. Up to this point, B2B marketing has been all about leads — generating them, nurturing them, and qualifying them. How can it help B2B companies reach their revenue goals? Demand Generation Plays. Because the B2B sales cycle is long and often complex, many of the accounts you’re marketing to won’t be immediately ready to make a purchasing decision.
  • THE POINT  |  MONDAY, JULY 17, 2017
    [B2B, Companies] Shifts in B2B Buyer Behavior Support New Priorities for Demand Gen Content
    Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development. This year’s report (download a copy here – registration required) is striking in the degree and pace of change reported, since only last year, in how B2B buyers describe their research and purchase processes.
  • ENGAGIO  |  MONDAY, JULY 17, 2017
    [B2B, Companies] The 5 Steps to Using the Won Sales Analysis for Selecting Accounts in ABM
    If Abraham Lincoln and Albert Einstein were B2B marketers today, what do you think they’d spend most of their energy and effort on? If Lincoln and Einstein were B2B marketers today, I’d argue they would focus heavily on finding the right accounts to target in the first place. With Demand Generation, it is not uncommon to be heavily focused on the WHAT – many teams start with offers or content assets as a starting place.
  • EMEDIA  |  WEDNESDAY, JULY 12, 2017
    [B2B, Companies] NEWS DIGEST: 5 Sources of B2B Channel Success
    Hello there, From where does your company generate B2B sales leads? How frequently do you test a new B2B channel, and how many new ones do you typically adopt? Webinar Thoughts: Selecting B2B Marketing Channels Successfully. Hear what B2B lead gen industry expert Brian Carroll has to say about choosing your marketing channels. He discusses at length: How to choose the best channels for optimal lead generation.
  • RADIUS  |  WEDNESDAY, JULY 12, 2017
    [B2B, Companies] Driving Strategy, Implementation and Execution for Einstein ABM
    Account-based marketing (ABM) is a popular and much-hyped movement in today’s B2B marketing strategy space. The most effective ABM programs require a multi-channel approach that keeps your company’s message in front of key decision makers at your target accounts. Source – Q&A: 10 ABM FAQs — And Five More That B2B Marketers Should Ask More Often, March 2017, Forrester. B2B Marketing Account-Based Marketing Bluewolf Einstein ABM radius salesforce
  • TERMINUS  |  TUESDAY, JULY 11, 2017
    [B2B, Companies] New E-Book: The Blueprint to Account-Based Marketing Campaigns
    If you could turn any company into a superfan of your brand, what company would you choose? In the Blueprint to Account-Based Marketing Campaigns , we will explore the steps B2B companies can take to drive more revenue from best-fit accounts using account-based strategies. Hear from account-based marketing practitioners at companies like PFL, Invoca, and PGi about how they built their ABM programs. Demand Generation Strategies.
  • TERMINUS  |  FRIDAY, JUNE 30, 2017
    [B2B, Companies] 5 Reasons Your B2B Company Needs an Account-Based Marketing Superhero
    With the evolution of marketing technology (MarTech) , there are thousands of different types of software, applications, and tools that make it easier than ever for B2B marketing and sales professionals to connect with their best-fit prospects. Over the past few years, more and more of that technology has begun to focus on account-based marketing instead of traditional, lead-centric B2B marketing.
  • THE POINT  |  FRIDAY, JUNE 30, 2017
    [B2B, Companies] ABM is a Strategy, Not a Campaign.
    In the headlong rush to Account-Based Marketing , many B2B companies are, quite naturally, looking to implement ABM in a manner that allows them to dip their toes in the proverbial water. ABM is a strategy, and a wholly different way of looking at how leads, opportunities and revenue are generated.
  • EMEDIA  |  FRIDAY, JUNE 30, 2017
    [B2B, Companies] How to Select Your B2B Channel Mix
    Some of your demand generation channels are pulling their weight, others not. How can you look at information you have on hand to optimize your B2B channel mix? Brian Carroll, marketing consultant and author of Lead Generation for the Complex Sale , lays out a three part program for analyzing your channel mix, then selecting the combination that works best for your B2B demand generation program. B2B Channel Mix Analysis – Prerequisites.
  • PUREB2B  |  WEDNESDAY, JUNE 28, 2017
    [B2B, Companies] Pure Incubation Again Named One of the 50 Fastest Growing Companies in Massachusetts
    Almost 160 privately held companies submitted nominations for the list , including detailed financial performance information. Being recognized as one of the fastest growing companies in the Boston area for the second year in a row is an honor, and it’s a special treat for me since I’ve considered the North Shore of Boston home for the past twenty years.”. The company ranked #23 on Inc. Blog B2B-Marketing Lead-Generation Marketing Pure Incubation
  • LEADSPACE  |  MONDAY, JUNE 26, 2017
    [B2B, Companies] What’s the Difference Between a Persona Score and a Predictive Score?
    In the age of big data , B2B marketing and sales need a clear, effective way to make sense of the enormous volumes of data in their Marketing Automation and CRM platforms. Related: 5 Crucial Considerations When Choosing a B2B Predictive Scoring Vendor. A persona model, by contrast, measures the resemblance or “fit” to a defined persona (for example, “demand gen marketer”, “CMO”, “CFO”, “sales ops”, etc).
  • ENGAGIO  |  WEDNESDAY, JUNE 21, 2017
    [B2B, Companies] Marketers, Is ABM the Solution to Your Broken Sales Lead Handoff?
    The B2B lead handoff process is broken. Unfortunately, studies show that upwards of 80 percent of leads generated by marketing are neglected or never acted upon by a sales rep. In long and complex B2B deals, this process is just not working. IDC reports that B2B companies’ inability to align sales and marketing teams around the right processes and technologies has cost them upwards of 10% or more in revenue per year—or $100 million for a billion-dollar company.
  • BIZIBLE  |  WEDNESDAY, JUNE 21, 2017
    [B2B, Companies] 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. In many B2B organizations, the outputs you need to accomplish are very clear. Read this post, for more help on learning the B2B roles you need and building a comprehensive B2B marketing campaign. demand generation
    [B2B, Companies] 3 Reasons Why B2B Businesses Are Failing to Take Advantage of AI (And How To Be Different)
    Indeed, B2B marketers in particular have good cause to be excited about AI right now. So, as a B2B marketing or sales professional, it’s worth being mindful of the problematic manifestations of the AI hype — and how to avoid them. After all, what possible application could an army of autonomous droids have to a mid-market sized company selling IT solutions?
  • BIZIBLE  |  TUESDAY, JUNE 20, 2017
    [B2B, Companies] Here Are The Key ABM Metrics You Should Be Measuring
    How these grades are determined will differ for every company, but typically, your A accounts will be the top 1% of your total target accounts, your B accounts will be the top 10% (excluding A accounts), your C accounts will be the top 50% (excluding A and B accounts), and your D or F accounts will be remainder. Account-based marketing techniques, as opposed to traditional demand generation techniques, aim to hit your specific target accounts.
  • SNAPAPP  |  THURSDAY, JUNE 15, 2017
    [B2B, Companies] Answer the Question! 5 Minutes With SnapApp’s New Director of Demand Gen
    With summer in our hearts, and in season, we’re happy to announce that SnapApp has a new Director of Demand Generation. To help introduce him as a new SnapApp member, we did a quick Q&A with David so you can get to know some of his insights, thoughts on demand gen strategy, and the future of modern marketing. . Visions of an editor going through a slush pile finding the “next big thing” propelled me to Houghton Mifflin publishing company right after college.
  • PUREB2B  |  WEDNESDAY, JUNE 14, 2017
    [B2B, Companies] 5 Account-Based Marketing Misconceptions Clarified
    Account-based marketing has been generating a lot of buzz over the last few years. And despite the fact that 90% of B2B marketers acknowledge the advantages of ABM, only 20% of companies are actively using this tactic. Even if ABM proponents and influencers are spreading the good news about it, it’s not that easy for companies to make the switch from mass or segmented marketing to account-based marketing.
    [B2B, Companies] Who should own lead generation for a complex sale?
    So, who should own B2B lead generation: sales, marketing or both? Sales and marketing aren’t doing a great job of executing lead generation because they both believe it’s the others job. Companies don’t typically call what salespeople do “lead generation” or “demand generation.” Marketing rarely generates a sufficient volume of qualified leads. B2B marketing is going through a modernization to align better with how people buy.
    [B2B, Companies] Strategic ROI vs Attribution: CMOs Must Know the Difference
    And that is why companies who do succeed demonstrate a mature Marketing Performance Management approach. Attribution is a tactical view into each and every marketing campaign and allows demand generation marketers and field marketers to look at which campaigns are contributing to pipeline and revenue. High performing marketing organizations (aka those that companies are expecting revenue increases and marketing budget increases) are 2-2.5X
  • VIDYARD  |  TUESDAY, JUNE 13, 2017
    [B2B, Companies] Chalk Talks: Using Video for Account-Based Marketing
    B2B companies are embracing account-based marketing as a better way to identify, engage, and convert key accounts. When you’re trying to generate awareness, and this ties directly to that connect stage, there are a few different ways that you can use video to stand out and get the responses that you need. This can be much more powerful and generate much higher click through rates than traditional email marketing. Or your company name?
  • ENGAGIO  |  MONDAY, JUNE 12, 2017
    [B2B, Companies] Think You’re Not Ready for Account Based Marketing? Try These 6 Ideas First
    It can be intimidating to make the switch from traditional demand generation to an account-based mindset. It requires B2B organizations to evolve their process and activity — and change is never easy. Demand generation marketers are under the gun to generate leads. More than ⅔ of companies in a recent study plan to increase their demand gen budget this year. You’ll be able to measure complex B2B deals.
    [B2B, Companies] Why Effective Demand Generation Starts and Ends with Good Data
    This broadened scope, aptly known as demand generation, may be the future of marketing for most B2B companies, but there is one thing that has not changed in […]. Demand GenerationA recent post on the ReachForce blog discussed the major shift marketers have recently undergone to focus more on clients throughout the entirety of the customer lifecycle.
    [B2B, Companies] 3 Reasons Why B2B Marketers Are Getting Excited About AI
    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. B2B marketing—and demand generation more generally—is quickly catching on to the AI trend. Still, the most exciting thing about AI for B2B sales and marketing is what’s to come.
  • NUSPARK  |  SATURDAY, MAY 27, 2017
    [B2B, Companies] Building a Marketing Technology Stack for Your Demand Generation Efforts
    Demand generation is about more than just delivering sales-ready leads for products or services. Generating demand in the account-based marketing environment isn’t a process you should leave to chance, but one that requires a concerted, coordinated effort to optimize available data and insights. Perhaps a section of your demand generation framework would look something like this: Publish Content – Share Content – Track Conversions – Nurture Leads into Sales Funnel.
  • 6SENSE  |  WEDNESDAY, MAY 24, 2017
    [B2B, Companies] Jewel, a CFO and 2,500 B2B Marketers Walk Into a Room…
    As the CFO of a software company, the prospect of attending a three-day B2B marketing conference can be daunting. That type of skyrocketing growth is not something we often see in B2B marketing and sales. So, much like a sales cycle for B2B sales and marketers , building a music career took time. What a four-time Grammy nominee and B2B marketers have in common. We need to think of B2B more as H2H. B2B buyers are people with families, goals and dreams.
  • ACT-ON  |  WEDNESDAY, MAY 24, 2017
    [B2B, Companies] The 10 Commandments of Successful B2B Customer Retention
    In a recent survey of B2B CMOs , customer retention beat out revenue growth as the #1 strategic focus for 2017. If you can, offer them video tutorials, an on-demand webinar or two, or show them case studies of how other companies have used your services. Then point them to how to find help for themselves, including how to find the right person or resources at your company. We talk about customer acquisition and demand generation so much in content marketing.
    [B2B, Companies] SiriusDecisions Demand Unit Waterfall: Why B2B Marketers Should Take Note
    Thanks to SiriusDecisions , for B2B marketers at least, waterfalls will forever be associated with…. …demand generation. In all seriousness though, as far as demand gen metaphors go the “SiriusDecisions Demand Waterfall” is actually an extremely helpful way of conceptualizing the entire process, which thousands of B2B businesses have already put to effective use. The key concept that is introduced is the “Demand Unit”.
  • THE POINT  |  TUESDAY, MAY 23, 2017
    [B2B, Companies] Beware the Siren Call of Pre-Qualified Leads
    There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads. Whereas typically, content syndication has meant acquiring leads, at a fixed cost, that are filtered by criteria such as job title, geography, and company size, now many publishers and other lead generation companies are adding the option of BANT criteria such as purchase timeframe.
  • ENGAGIO  |  MONDAY, MAY 22, 2017
    [B2B, Companies] SiriusDecisions’ New Waterfall and How to Operationalize it to Drive Demand at Key Accounts
    In 2006, SiriusDecisions introduced their revolutionary Demand Generation Waterfall, which defined the stages B2B orgs use to measure and optimize demand creation. Inbound marketing was just taking off, and SiriusDecisions was among the first to recognize that sales can also generate leads, and first to stress the importance of teleprospecting. Hence, in 2017, SiriusDecisions revealed their new Demand Unit Waterfall at SiriusDecisions 2017 Summit.
  • EMEDIA  |  THURSDAY, MAY 18, 2017
    [B2B, Companies] Channel Campaign Timing: The 4th Dimension of Demand Generation
    Though many marketers have not thought about that since high school physics class, we can think of timing as the 4th dimension of demand generation. But let’s just focus on three that most B2B marketing and sales teams use and consider how to best time their implementation within the channel mix. Use this channel to position your company as one who has answers – so that you will be top-of-mind when your prospect does enter active research mode.
  • CONTENTLY  |  THURSDAY, MAY 18, 2017
    [B2B, Companies] The New Demand Waterfall, and Other Next-Level Marketing Insights You Need to Know
    To the crowd of marketers at Day 2 of the Sirius Decisions Summit in Las Vegas, it was something far more exciting: a new SiriusDecisions Demand Waterfall. The New SiriusDecisions Demand Waterfall. Ever since it was introduced in 2006, the Sirius Decisions Demand Waterfall has been the bible for thousands of B2B marketers. That’s because very rarely does the decision to buy a B2B product come down to only one person. Biggest problem in B2B marketing.
  • BIZNOLOGY  |  THURSDAY, MAY 18, 2017
    [B2B, Companies] Why most B2B social media programs fail to generate real leads
    If I were to visit your website, would I find a collection of social media icons I can click on to go to your company page on each of the most popular networks? You’re ahead of many B2B companies and right in there with > 80% of those companies that have organized LinkedIn programs. Here’s some reality: you’re not going to generate many leads this way , and you’re missing a big opportunity–especially on LinkedIn. Every company should have one.
  • LEADSPACE  |  THURSDAY, MAY 18, 2017
    [B2B, Companies] How Marketo Unleashed Their Demand Gen Potential
    As one of the world’s leading marketing software companies, Marketo’s sales and marketing teams are among the best in the business. It’s fair to say these guys know a thing or two about demand gen. But there are some challenges which no company, of any size, capacity or breadth of talent can avoid. For B2B marketers, these challenges typically revolve around getting to grips with big data.
  • LEADSPACE  |  TUESDAY, MAY 16, 2017
    [B2B, Companies] How To See Through Your Sea Of Data — And Find Your Ideal Customers
    Among the most perplexing challenges facing demand gen marketers — and B2B marketing and sales more generally — is the difficulty seeing your customers through a never-ending mass of data, which only keeps growing. According to a recent industry study , most existing B2B marketing technologies do not adequately address this problem. Individual and Company Data. Today’s B2B audiences expect you to speak to them and their needs directly.
  • LEADSPACE  |  THURSDAY, MAY 11, 2017
    [B2B, Companies] 5 Ways Your Sales Funnel Will Suffer If You Don’t Know Your Audiences
    And yet, for B2B marketers specifically, pursuing an audience-centric approach is a real struggle. In fact, it’s hard to overstate how many companies are losing out by not engaging with the right audiences , at the right time. Of course B2B marketers are trying to focus on the problems they’re solving, rather than how cool they think their product itself is. Fortunately, B2B marketing technology has finally caught up.
  • PUREB2B  |  WEDNESDAY, MAY 10, 2017
    [B2B, Companies] What Demand Marketing Really Means
    At the heart of all of this is demand marketing. There are numerous B2B marketing concepts that we’re all saturated with and engrossed in—from lead generation to lead nurturing to conversion acquisition and the actual sales process. However, most marketers fail to focus on the significance and impact of demand marketing. What is Demand Marketing? Driving awareness and generating interest are the key focal points of demand marketing.
  • 6SENSE  |  WEDNESDAY, MAY 10, 2017
    [B2B, Companies] How PGi Achieves Marketing-Sales Alignment, Consistently Grows Pipeline and Takes the Guesswork out of ABM with 6sense
    With all the new technologies that enable B2B marketers to use the sharp minds they were born with, it really is a whole lot more fun than it used to be. So when PGi decided to shift our strategy from traditional demand generation to an Account-Based-Marketing (ABM) approach, we were excited to go shopping for new tech. And when you start seeing results like we have, you wonder why every B2B company isn’t adapting this approach.
  • VIDYARD  |  TUESDAY, MAY 9, 2017
    [B2B, Companies] Forrester Ranks the Martech that Makes the Biggest Impact
    In The Top Emerging Technologies For B2B Marketers , Forrester looks at 11 future-proof marketing technologies, ranks them by how likely they are to provide long-term value for your business, and gives case studies of successful companies that are using them. Blog Demand Generation Marketing LeadershipIf you’re anything like most marketers, your budget is sacred.
    [B2B, Companies] The Epidemic in B2B Sales Prospecting
    Many B2B selling organizations hit a wall in their new customer acquisition and revenue growth rates. This condition is especially evident in companies that are engaged in a complex or solution sale. I and others use “value sale” Even companies with a traditional, product selling model are not immune. But the B2B sales prospecting epidemic has a more fundamental core cause than consultative or solutions orientation. Demand Generation
  • LEADSPACE  |  MONDAY, MAY 8, 2017
    [B2B, Companies] Account-Based Marketing: The Awkward Question Nobody’s Asking
    In 2017, the hype-that-wouldn’t-go-away finally appears to be giving way to sobriety, as B2B businesses of all sizes and industries come to grips with account-based marketing. Not Quite… Account-based marketing emerged as a solution to a very basic problem for B2B marketers. As illustrated in a recent survey by the Martech Industry Council , B2B marketers’ primary concern is helping to drive sales objectives. companies) instead of grasping blindly for leads.
  • PUREB2B  |  SUNDAY, MAY 7, 2017
    [B2B, Companies] 7 Creative Ways to Generate More B2B Leads
    Many businesses spend a great deal of time and resources on lead generation. After all, here at PureB2B , we’re all about the pillars of lead generation. It’s getting increasingly difficult to cut through the noise , so the demand for innovative new tactics is at an all time high. When we say new tactics, we’re not talking about re-inventing your current strategies or developing new lead generation channels per se. Creative Ideas for Lead Generation.
    [B2B, Companies] 9 Questions SEO’s Should Ask In B2B Buyer Persona Development
    As marketing technology and information access continues to evolve, B2B buying behavior changes as well. For example, recent research suggests that marketers may want to shift to shorter pieces of content to reel in B2B buyers. DemandGen’s “ 2017 Content Preferences Survey Report ” discovered that 46 percent of B2B buyers have moved towards shorter formats of content in the past year. B2B buyer personas become critical in connecting the dots of this process.
    [B2B, Companies] 3 Reasons Why Marketers Are Getting Excited About AI
    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. B2B marketing—and demand generation more generally—is quickly catching on to the AI trend. Still, the most exciting thing about AI for B2B sales and marketing is what’s to come.
    [B2B, Companies] 3 Steps for Successful Email Marketing Campaigns in a “Post-Email” World
    In particular, marketers (marketing in a traditional demand generation model) who want to drive sales through emails now have the double challenge of casting an ever-wider net while understanding the intricate workings of their audience—seeing both the forest and the trees. When you see someone fall into this sweet spot, you can start segmenting them for more direct asks, which all translates to ROI for your company. Email Marketing b2b Consumer
  • BIZIBLE  |  FRIDAY, APRIL 28, 2017
    [B2B, Companies] 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. Principle 1: Generate Usable Data. Generating data is not the same as understanding data. Marketing directors and executives who step into a new organization, or who are tasked with building a demand generation engine, grapple with the problem of data usefulness.
    [B2B, Companies] Top 5 Demand Generation Strategies
    Demand generation is a critical part of the sales process. Creating demand within the target audience is so important because both quality and quantity of the leads are critical factors. How can a company ensure a steady supply of quality leads? Here are five demand generation strategies that will help: Email Marketing. Email lead generation works particularly well because it is a close connection with the potential client. Lead Generation
    [B2B, Companies] How Panasas Does ABM with Terminus Account-Based Advertising & 6sense Predictive Intelligence
    There are three things you need to know about Aditi Karandikar , Director of Demand Generation and Marketing Ops at Panasas : She is on the cutting edge of B2B marketing process and technology, including account-based and lead-based marketing. Aditi has over a decade of experience in demand generation and operations at B2B technology companies. What advice do you have for B2B marketers who are getting started with account-based marketing?
    [B2B, Companies] 3 Paid Media Tactics Designed To Aid B2B Account Based Marketing Efforts
    As B2B marketers, we face a myriad of challenges unique to this space: More specific buyer personas. So while it’s important to refresh and generate new leads at the top of the marketing funnel, it’s also crucial to be able to continually interact and nurture high value potential customers through any means necessary. Through Google customer match B2B account-based marketers can: Optimize search campaigns based on specific users and their behaviors.
    [B2B, Companies] Live From The Marketing Nation: Day 3 – ABM, Content Marketing, and Leadership
    Bad data will sink you : With traditional demand generation, the cost of bad data is paid in the form of a sender score—something that by itself will not blow up your business. Modern Marketing b2b ConsumerAuthor: Ellen Gomes Usually, by the time you hit the last day of a conference, you can feel the energy dwindling, but that wasn’t the case for day three of Marketing Nation Summit.
    [B2B, Companies] 5 Crucial Considerations When Choosing a B2B Predictive Scoring Vendor
    Consider this example: your company used to sell quite successfully to SMBs but made a shift to focus only on Mid-Market and Enterprise. The post 5 Crucial Considerations When Choosing a B2B Predictive Scoring Vendor appeared first on Leadspace. Marketing Predictive Scoring AI artificial intelligence b2b b2b marketing demand generation lead generation machine learning marketing predictive scoring
    [B2B, Companies] Microsoft, Marketo and Facebook’s 5 Tips for Focused, Effective Marketing
    What’s the difference between a winning demand generation strategy, and a mediocre one? Between generating enough leads to keep things going (and keep your own head above the water), and taking your marketing to the next level? That’s a question all B2B marketers grapple with daily — and there’s no better way of finding the answers than by hearing from industry leaders who’ve proven they know how to do it best in practice.
    [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?
  • LEADSPACE  |  FRIDAY, APRIL 21, 2017
    [B2B, Companies] Microsoft and DXC Win Big at Marketo and SiriusDecisions — What’s Their Secret?
    Events season is well and truly underway for B2B marketers. It’s only the latest recognition of their trailblazing approach to demand gen. Just last year, Microsoft’s Senior Director of Marketing Ops & Technology, Charles Eichenbaum , won the SiriusDecisions ROI Award for Demand Creation. If you’re attending the Marketing Nation Summit, you can gain an insight into the secret sauce of Microsoft’s demand gen success.
    [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] 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.
  • PROSPECTR  |  FRIDAY, APRIL 14, 2017
    [B2B, Companies] How We Generate An Avalanche of B2B Leads on LinkedIn™ (6 Easy Steps)
    ” — loudly proclaim all the B2B sales professionals around the world as soon as they fail to generate B2B leads and sales on LinkedIn… The. LinkedIn may be getting a little long in the tooth, but, it’s still the leading platform for qualified B2B leads on the web. They’ve spent hours, days, weeks, and months with little success generating leads from LinkedIn. Step 2: Turn Your Profile into a Lead-Generation Machine.
  • 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] How ‘Big Data’ Left B2B Marketers Behind
    Only… it didn’t quite work that way — at least for B2B marketers. Instead, B2B marketers soon realized that too much data is just as bad as having too little. As a recent survey by the Martech Industry Council has revealed, the sobering reality is that B2B marketers aren’t really better off now than they were two decades ago. In fact, ironically, the greatest challenge B2B marketers are struggling with today is — surprise!
    [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.
    [B2B, Companies] The 4 Things Standing Between You and Your Best Customers
    B2B marketers all share the same basic goals: consistently generating pipeline and passing qualified leads to sales. That’s the primary function of any demand gen marketer — and as a recent industry study revealed , B2B marketers more generally define supporting sales as their primary focus. Related: Study — What did 275 marketing executives identify as the greatest challenge of B2B martech? She’s now CMO at a New York-based 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] Review: A Definitive Guide to ABM — That’s Actually Pretty Definitive!
    After climbing the heady heights of the Gartner Hype Cycle, marketers and demand gen professionals more generally are finding their footing, with the help of an explosion in ABM-enablement technology. B2B companies of all sizes and industries are now implementing ABM and — often after an initial learning curve — are seeing consistently improved results on their campaigns.
    [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] Marketing Ops: How to Prepare for an Email Nurturing Campaign
    This is the latest installment of our Leadspace Best Practices series — where we share our team’s insights and experiences into effective B2B Sales, Marketing and Customer Success. A common priority for B2B marketers is figuring out what to do with a refreshed marketing database. Taking a step above the individual lead, company size, industry, or the combination of both can be a straightforward way to market to your customers with more targeted content.
    [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] How Demand Gen Marketers Keep Shooting Themselves in the Foot (and What To Do about It)
    Hands up if the following scenario sounds familiar to you: You’re a demand gen marketer, and you just can’t get enough qualified leads to satisfy your sales team. So you commission a B2B data vendor to help you do some serious outbound marketing. This scenario is currently playing out in B2B companies big and small, across pretty much every industry. That’s what HR outsourcing company Zuman did.
    [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] 3 Ways That ABM Display is Your On-Ramp to ABM
    Many B2B companies are just getting started with Account-based Marketing (ABM) initiatives. Moving to an ABM approach can seem quite daunting, when you have been running traditional demand generation programs all along. Everywhere you turn, the ABM “hype meter” does … Continue reading → Kwanzoo
    [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?
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