[B2B, Companies] Developing a Conversational Approach
    B2B buyers are more sophisticated than ever before, from the customers’ initial discovery, to the moment they commit to buy. With information at their fingertips, the chances are that potential customers have already met you, judged you and have a firm impression on your company and products. B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision.
    [B2B, Companies] Interview with Moni Oloyede
    She has worked with all the major marketing automation companies – Marketo, Eloqua, HubSpot, and ExactTarget. She has a proven track record in integrated marketing, especially with establishing digital presence through SEO optimization, lead generation process, and website optimization. These things are common place now but in 2007 they were very new, and few companies were deploying them. Moni Oloyede – Marketing Technology & Marketing Operations Specialist.
    [B2B, Companies] Your Best Demand Generation Practices for 2018
    The new buzzword for improving interest in your products and services is demand generation , which is fast becoming a vital metric for many companies. Not only does good demand generation help the supply chain, it also leads to happier customers and more alignment between sales and marketing. Here are some of the best demand generation strategies that you can use in 2018.
  • ONLY B2B  |  WEDNESDAY, JANUARY 17, 2018
    [B2B, Companies] Only B2B - Untitled Article
    5 Basic Demand Generation Etiquettes Every Marketer Should Follow. Just like life and business, demand generation also has its etiquettes and rules, if you break them, it will lead to poor results, wasted money and effort, and a frustrated marketer. Recently in one of our blog about Lead generation vs. demand generation , we cleared the air about lead generation and demand generation. Having a Strong Demand Funnel Framework.
  • ONLY B2B  |  WEDNESDAY, JANUARY 17, 2018
    [B2B, Companies] Only B2B - Untitled Article
    Simplifying the marketing processes, Channel Content Syndication helps enhance the overall experience within the channel and, in some cases, used as a tool to generate leads for partners. B2B organizations might consider channel content syndication for a number of reasons. Exploring new ways of generating more qualified leads for partners. Among the content syndication unanswered questions, co-branding is what generates a great curiosity for people.
  • EMEDIA  |  MONDAY, JANUARY 15, 2018
    [B2B, Companies] How Can B2B Social Media Best Fit Into Your Demand Generation Plan?
    Social media and lead generation: two worlds that were not traditionally associated with each other. But, today companies like LinkedIn are trying harder than ever to connect with you and find a place in your marketing plan. Without tested results, knowing how much time and money to invest in B2B social media for your business can be tricky to navigate. B2B Social Media Considerations. Will the effort you put into B2B social media translate to success?
    [B2B, Companies] Sales Pipeline Radio, Episode 99: Q&A with Jen Spencer
    It’s just 30 minutes long, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. Jen Spencer is Vice President, Sales & Marketing for SmartBug Media, a leading intelligent inbound marketing agency that assists businesses in generating leads; increasing awareness; and building brand loyalty through inbound marketing, digital strategy, design, marketing automation, and PR. By Matt Heinz, President of Heinz Marketing.
    [B2B, Companies] Account-Based Marketing - New Concept or Not?
    As Account-Based Marketing (ABM) is increasingly adopted by B2B marketing and sales teams, you may wonder how ABM differs from a traditional sales process. While key account marketing was previously used by larger companies to target a handful of major accounts, developments in technology and strategy have refined the process, allowing for the emergence of ABM.
    [B2B, Companies] How Content Marketing Can Save Your Digital Marketing Strategy
    In the 2018 B2B research , 62% of the most successful content marketers have a documented strategy vs. 16% of the least successful. For other companies, it may be the vast majority of what they do. I went through my 2017 client notes, and, over the course of the year, I worked directly with 30 companies. Of the 30 organizations, 19 were B2B and 11 were B2C or B2B2C. (I B2B marketing is becoming hyper-focused on targeting messaging into specific accounts.
    [B2B, Companies] LeanData Expands Executive Team to Further Momentum and Growth
    Company appoints Karen Steele, CMO and Asher Mathew, VP of Business Development to expanding executive team. January 10, 2018 – LeanData , the leader in demand management for B2B organizations, announced the addition of two senior-level executives to the leadership team to further build on the company’s growing momentum. Steele and Mathew, along with the executive team, will lead LeanData into the company’s next stage of growth. “I
    [B2B, Companies] 5 New Year’s Resolutions B2B Marketers Should Stick to in 2018
    2017 was the year account-based marketing became a B2B industry standard. The advantages of ABM should be clear by now, and most B2B marketers recognize how powerful this method is. In light of these statistics, chances are your company isn’t yet implementing true ABM. Think “Demand Units”. The most striking thing about SiriusDecisions’ 2017 Demand Unit Waterfall was the impression that we’re evolving beyond looking at either leads or accounts in isolation.
    [B2B, Companies] How Demand Generation is Limiting Your Business Growth
    Factors Limiting Business Growth: Demand Generation. While there are many factors that limit business growth, demand generation issues are one of the most common bottlenecks small and medium businesses face. Many businesses focus on generating large volumes of traffic. What are Some of the Most Common Demand Generation Issues? The second common problem is focusing too much on generating leads. How to Address These Demand Generation Issues.
    [B2B, Companies] How Much Leads Cost
    For example: “The average cost per lead across all the companies surveyed is almost $200 ($198.44).Admittedly, Admittedly, that’s a useless statistic, as these figures vary quite dramatically depending on industry, company size, etc.” (see see marketing charts analysis of HubSpot’s “2017 Demand Generation Benchmarks Report” ). Others stated that the range is between $35 – $100 for a B2B lead. Sales is focused on the quality of the leads and revenue generated.
    [B2B, Companies] Marketing technology: Tech that makes Heinz Marketing tick
    After seeing numerous visualizations of marketing technology stacks from companies throughout B2B last year, we wanted to share one of our own. And since our demand generation efforts are so closely tied to content as well, there’s overlap in a few of these categories. Lead Generation. Below is a simple overview of our key tools broken up by general sales funnel stages. Like most marketing technology stacks, this is constantly a work in progress.
    [B2B, Companies] 6 Content Marketing Ideas to Steal From the Awards Finalists of 2017
    Clearly, you’ll be in good company if you “steal” the content marketing ideas in this column. Most of us who’ve worked in B2B marketing have been there. The information gathered fueled audience personas and journey maps to power “a perpetual demand-generation engine” based on a new website. It just so happens that the REI’s Expert Advice Library , which features three- to five-minute videos, is the company’s most popular content hub.
    [B2B, Companies] Report: 19 Experts on the State of Marketing Automation
    Demand Generation Report just published their 2018 Outlook Guide: The State of Marketing Automation. The guide features insights, projections, and opinions on current challenges, opportunities, and trends from 19 B2B marketing experts and practitioners, including leading executives from Marketo, Oracle, SiriusDecisions, and Forrester Research. DGR) What were the biggest changes/challenges for B2B marketers in 2017? (HS)
    [B2B, Companies] How Paycor Hit Pay Dirt: Align Sales and Marketing (Part 2)
    B2B Marketing Lessons from Solutions Provider Paycor – Align Sales and Marketing (Part 2 of 2). Rarely do we come across a company whose demand generation and sales organizations are as productively aligned as Paycor’s. Vass’s comments and ideas corroborated emedia’s own 20 year experience serving demand generation clients, and there are a number of valuable takeaways: 1.
    [B2B, Companies] How Paycor Hit Pay Dirt Through Marketing-Sales Alignment
    In this week’s blog article we discuss a truth that we at emedia have realized since the early years of demand generation: Those who prioritize Marketing-Sales alignment enjoy the greatest growth within their markets. The overriding lesson from these presentations is that companies who measure results, who take a holistic full funnel approach, and who make Marketing-Sales alignment an honest priority enjoy the most success from demand generation and the strongest long-term growth.
    [B2B, Companies] 12 Days of B2B Marketing: Technology (Day 6)
    On the 6 th day of B2B Marketing, let’s talk marketing technology. According to chiefmartech.com , almost 5,000 companies are now part of the marketing technology landscape, a huge leap from the 150 back in 2011. Marketing technology has been a dream come true for marketers – it’s enabled a streamlined, but wider reaching approach to demand generation, lead generation, design, social media management, content amplification, reporting—the list goes on and on.
    [B2B, Companies] Sales Pipeline Radio, Episode 96: Q&A with Dan Frohnen
    It’s just 30 minutes long, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. Focused Team-Leader skilled in consistently delivering innovation, visibility, and sales for on- and off-line marketing and demand programs. Passion for conceptualizing and implementing marketing strategy, exceeding targeted projections, and leading teams for both B2B & B2C programs. By Matt Heinz, President of Heinz Marketing.
    [B2B, Companies] How To Analyze Web Session Data In B2B Marketing
    In this blog post we’ll discuss how B2B marketers can make the most out of web session data. We’ll cover what web session data is and using it to improve revenue generation in you digital marketing efforts. What’s most helpful to marketers is when they can generate useful metrics and connect this data to other dimensions, such as pageview, lead, opportunity and revenue data. You’ve built demand generation programs that are repeatable and are running smoothly.
    [B2B, Companies] Which Tech Comes First, Account Based Marketing or Marketing Performance Management?
    Guest post by Katie Martell, On-Demand Marketing. Here at Allocadia we’re believers in the promise of ABM – we’ve organized around tiered levels of accounts, partnered with sales both on high-reach demand generation tactics and more targeted campaigns like direct mail and field workshops, and have invested into data and process around ABM with Engagio. But I was struck by the order in which this company was tackling their priorities.
    [B2B, Companies] Michelle Cirocco in the Spotlight
    As Televerde’s new head of marketing, she’s gone the old-school route of investing in a company that continues to invest in her. Her nearly 20 year career with Televerde means she knows just about everything there is to know about the company. That said, my role within Televerde is also to build a world-class demand generation and sales acceleration engine for ourselves. I read that only 9% of companies fully optimize their martech stack.
    [B2B, Companies] The Mx Group Selected as a Top U.S. Marketing Agency for 2018 Chief Marketer recognizes agency’s thought leadership and innovation
    CHICAGO (December 5, 2017) — The Mx Group, a digital and demand generation agency , has been named as one of the top marketing agencies in the U.S. The Mx Group is a digital and demand generation agency that empowers companies with the competitive edge of modern B2B marketing. Demand gen and lead management. And we make it all work together so that companies attract, convert and retain more customers.
    [B2B, Companies] What Are Experts Prioritizing in 2018 B2B Marketing Budgets?
    Instead of planning for 2018 when you’re already starting it in January, the most prepared B2B marketers already have priorities identified and plans for execution come January 1. We reached out to B2B marketers across different industries and asked them the following question: What are B2B marketers prioritizing in their 2018 budget? It’s clear advances in cloud data and data visualization is quickly becoming invaluable to B2B marketers.
  • BOUND  |  MONDAY, DECEMBER 4, 2017
    [B2B, Companies] Getting Started with Website Personalization: 3 Things You Need to Know
    Amy is the Director of Demand Generation at Siemens— where she acts as a change agent for driving campaign alignment around strategic markets. On the B2B Growth Podcast, Amy talks about how her team understands content performance on their website. She’s the Director of Demand Generation at Siemens. Siemens is a German-based company. We were building a new team focused around Demand Generation, which was kind of a new concept for Siemens.
    [B2B, Companies] How to Barrel Through the Latest SiriusDecisions Demand Waterfall
    By now you have probably seen or discussed SiriusDecisions’ latest upgrade to its Demand Waterfall – the 2017 Demand Unit Waterfall. If you have not, in short, the new version incorporates the idea that B2B decisions are usually made by buying teams, and calls these buying teams demand units. Selecting the right B2B marketing data fields enables you to target these groups effectively. The Most Useful B2B Marketing Data Fields.
    [B2B, Companies] This Year, Tackle These 3 Demand Generation Priorities First
    Sometimes great people, a great product, or pure market demand can cover up all sorts of marketing sins, but more often the clients who succeed consistently at demand generation are those who have their act together. In this context, by “act” I mean that the client and his/her company have built a solid foundation on which virtually every campaign or program has a reasonable chance of success. Good content is what fuels modern demand generation.
    [B2B, Companies] How to Hire a Director of ABM: Tips for Confidently Making This Critical Hire
    Great companies are built with great people. Companies that give extra flexibility to their employees will have the edge in this area.” “If you always hire people who are smaller than you are, we shall become a company of dwarfs. If, on the other hand, you always hire people who are bigger than you are, we shall become a company of giants.” Marketing competency in relation to demand generation, sales enablement, revenue generation.
    [B2B, Companies] How to Create Perfect Alignment Between Sales and Marketing
    This article reviews five of the most successful strategies used by some of the world’s most successful B2B companies to create this alignment. In most instances, the central KPI for demand generation marketing is pipeline value. If there is misalignment, either goals can be revised, or team size can be changed to support demand. While an account-based approach is not right for every business, it has helped many B2B organizations to sell more effectively.
    [B2B, Companies] Televerde Selects Melbourne, Australia for Asia-Pacific Headquarters and Contact Center Location
    Global Sales and Marketing Solutions Provider to Bring Demand Generation. November 20, 2017 – Phoenix, AZ) – A leader in B2B demand generation and inside sales solutions that help clients better serve their customers and improve sales, Televerde , announced today that its bringing its services to the Asia-Pacific market, including Australia, New Zealand, India and Southeast Asia. Press Releases Australia b2b marketing Call Center press release
    [B2B, Companies] The Complete Guide To Multi-Channel Attribution Models
    For B2B marketers, touchpoints are basically a data table with each row being a touchpoint and each column having information describing that touchpoint, like the person, opportunity, content, web page, form, location, time, campaign and revenue value, associated with that touchpoint. Without attribution, we’re left with massive data tables that don’t provide insights like how much value we generated from marketing efforts.
    [B2B, Companies] 5 Essentials for Creating Effective Partnerships [Video]
    He began his career at P&G and Coca-Cola before transitioning into the world of B2B, where he spent 10 years as a CMO with WebTrends and ExactTarget. However, I often see companies struggling to know how to unlock the power of partnerships. It’s certainly one thing that non-coastal startups can learn from the coastal companies. Last week, I had a great conversation with Sangram Vajre and Dan Hanrahan, who lead partnership activities at these respective companies.
    [B2B, Companies] B2B Executive On Fortune 50 + Startup Partnership Development
    Today we interview Doug Gould , an experienced partnership development executive who has worked in B2B roles with incredible companies like Microsoft , Xamarin , and Cloudability. Throughout the interview, we highlight key insights for: Selling to Fortune 50 Companies. DG: Throughout my career, I’ve mainly been selling to developers and technologists at enterprise level companies. Nudge: What size of company were you targeting?
    [B2B, Companies] Top 6 ABM Sessions and Takeaways You May Have Missed at Dreamforce
    With more and more companies thinking about moving to an account-based model, they’re demanding more tactical and practical advice for getting started and optimizing their existing ABM efforts. The State of ABM: Driving the Highest ROI of Any B2B Strategy. In this session, Jon Miller, CEO of Engagio, and Kirk Crenshaw, CMO of Traackr, explained why ABM is quickly becoming the next big thing in B2B marketing.
    [B2B, Companies] How Hewlett Packard Enterprise Personalizes Their Website Experience
    Bill Mitchell, Manager of Digital Demand Generation at Hewlett Packard Enterprise, has over two decades of experience in digital marketing. On the B2B Growth Podcast with James Carbary, Bill talks about his team’s experience growing website personalization from a “nice to have” on the homepage to a suite of programs that are directly attributable to driving revenue. James Carbary: Welcome back to the B2B Growth show. And our company logo.
    [B2B, Companies] Use This Template to Orchestrate Account-Based Marketing Campaigns
    You will need to develop a clear timeline that lays out the touchpoints each persona at your target accounts will have with your company. For example, you can launch a time-based campaign to drive event attendance from target accounts, kick off demand generation at the beginning of a new quarter, or renew your contracts with current customers. This sample campaign plan demonstrates what a Human Relations Management Software company’s stage-based ABM campaign might look like.
    [B2B, Companies] The Mx Group Named a Chicago Tribune Top Workplace for 2017 Best-in-class workplace culture cited by current and returning employees
    CHICAGO (November 9, 2017) — For the second year in a row, The Mx Group, a digital and demand generation agency, has been recognized as one of the Chicago Tribune’s Top Workplaces. The Mx Group adds the honor of being included among the Chicago Tribune’s Top Workplaces to an extensive list of awards, including being named one of the Best Places to Work in Illinois for the past four years and one of Chicago’s Best and Brightest Companies to Work For® two years in a row.
    [B2B, Companies] How to Justify the Demand Generation Budget You Need in 2018
    If you’re like most marketers, you are probably busily putting together your 2018 demand generation budget right about now. Demand generation spending is one of the easier marketing items to connect to ROI (compared with branding and other initiatives). Here are our tips for justifying the 2018 demand generation budget you require to ensure stellar results for your Sales team. Get Your Company’s Objectives for 2018.
    [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.
    [B2B, Companies] LeanData Launches Next Generation Routing with Insights
    We’re unveiling Routing with Insights , a lead-and-contact distribution solution that’s part of our expanding Demand Management Suite. Routing forms the core of every B2B company’s Demand Management strategy. Forward-thinking companies know they can expand the productivity of sales and marketing teams by leveraging routing as a strategic advantage. This means most B2B deals are now committee-based decisions.
    [B2B, Companies] How to Get More Targeted Leads (a B2B Playbook)
    However, no goal is more important for B2B companies than lead generation. . In fact, CMI’s 2017 B2B content marketing trends report shows lead generation as the number one goal for 80% of marketers working to boost customer acquisition: . . To improve B2B lead generation , your organization needs a strategy for producing and promoting content. The modern B2B buyer journey has become far more complex. . .
  • HG DATA  |  TUESDAY, OCTOBER 31, 2017
    [B2B, Companies] How Technographics Help Define and Target Demand in the SiriusDecisions Demand Unit Waterfall
    Business-to-business companies seeking to improve sales processes are adopting SiriusDecisions’ Demand Unit Waterfall to help them clarify their market demand at each stage of the sales process. But this knowledge is just the starting point for B2B technology marketers who are looking to better target their audience and to address them with messaging that is personalized to their business needs. Demand Unit Waterfall Defines Sales Process.
    [B2B, Companies] AI for Marketing: What the Future Holds
    Artificial Intelligence is transforming B2B marketing , much as it is impacting so many other industries. Yet as the recent spat between Facebook founder Mark Zuckerman and fellow tech entrepreneur Elon Musk illustrates, some of the leading visionaries driving the next generation of AI applications can’t even agree on whether it’s a force for good, or a mortal danger to mankind. Fortunately, the applications of AI to B2B marketing are somewhat more down-to-earth.
    [B2B, Companies] An Accident of Timing: The Case for Always On Marketing
    There was a not too distant time when virtually all B2B demand generation was outbound. And the pundits said: no, no, the buyer is in control, he or she will decide when to respond, and B2B marketing is about being in the right place at the right time. And though there’s merit in a more proactive, targeted approach to demand generation, especially in light of the technologies (e.g.
    [B2B, Companies] What Do Football & Account-Based Marketing Have in Common?
    Just like with recruiting in football, building your A-team is crucial to closing more deals in B2B. Marketing, on the other hand, has traditionally focused on generating as many leads as possible to fill the sales funnel. The same goes for your company. With account-based marketing, everyone on your smarketing team has a new, common set of objectives: Determine your ideal customer profile (ICP) and identify companies that fit that profile.
    [B2B, Companies] The Role of Thought Leadership Content in the B2B Buyer’s Journey
    While many firms are already investing in content marketing, the latest research continues to underscore the importance of strong thought leadership content as a B2B marketing and sales tool. A recent study by Edelman and LinkedIn revealed that thought leadership content containing valuable insights plays an important role throughout the entire B2B buyer’s journey—from firm awareness to consideration and selection. cSs Blog B2B Content Marketing
    [B2B, Companies] Two Minutes with Tim: How to Get Started with Account-Based Marketing
    But, our industry has changed and evolved so much, that there are myriad ways to tackle marketing on a more personalized account basis rather than a demand-gen volume basis. From predictive tools to social listening, to intent monitoring, to marketing automation and more, ABM takes advantage of the latest B2B marketing strategies and technologies. In fact, I’ll go into detail about each of the seven key ABM areas in a webinar with Demand Gen Report on October 31.
    [B2B, Companies] Why NOT to be a Data-Driven Marketer
    There is no question that the B2B industry, like much of the rest of the business world, has already entered what The Economist has termed “the data economy.” Today, data is one of the most valuable assets a company can have. Perhaps the most vivid, real-world illustration of this fact is how the scramble over data resources is driving some of the biggest acquisitions of companies in the tech industry. Related Article: How ‘Big Data’ Left B2B Marketers Behind.
    [B2B, Companies] Experts Talk Content Workflow Challenges, Bottlenecks, and Solutions
    Is content creation a challenge for your company? It is for one-third of B2B companies, according to the recently released B2B Content Marketing: 2018 Benchmarks, Budgets and Trends — North America. One-third of #B2B companies cite #content creation as a challenge via @cmicontent #research. Chris Bondhus, senior director of demand generation for Brightcove, posed those questions to a panel of marketing experts at Content Marketing World 2017.
    [B2B, Companies] [Interview] How B2B CMOs Manage and Develop Marketing Plans 
    We recently published our first issue of Fast CMO magazine and in doing so learned a great deal about how today’s B2B CMOs approach marketing planning. Fast CMO magazine is a compilation of interview stories featuring marketing executives from B2B companies. The goal we track first and foremost start with the ability for our company to hit our growth targets, including a revenue number and an order number. Every sales person in our company has a number on their back.
    [B2B, Companies] Important Marketing Terms that Every B2B Executive Should Know
    We’ve set out to help demystify some of the most common B2B marketing jargon: A/B testing – Testing two versions of an element with two separate audiences. Account-Based Marketing (ABM) – A B2B marketing strategy focused on fewer, specific targets, as opposed to marketing to the masses. Brand – An identifying name, symbol, and other intellectual property that distinguishes one company’s offerings from that of another, within a given category. Learn More About Lead Generation.
  • EXO B2B  |  THURSDAY, OCTOBER 12, 2017
    [B2B, Companies] Can you spend 4 minutes reading this post?
    This is eons compared to 15 seconds… If you’re researching this subject you’ll inevitably come across the results from Orbit Media Studios , a company that conducts an annual survey of blogs and bloggers. According to point 4, long posts generate nine times more leads and it’s not only a matter of length according to Orbit Media noted by Blognutt: The point is to produce high-quality posts that people are genuinely interested in reading.
    [B2B, Companies] Build a Killer Sales Development Machine with Data
    Trish Bertuzzi is a Sales Development expert who specializes in helping B2B tech companies identify costly problems in their revenue-generation process — and then she fixes them. The heart of the webinar was the Avalara story and how The Bridge Group and LeanData worked together to help the SaaS company revamp its Sales Development process. Kelly, the Vice President of Marketing and Demand Generation, cited a key example of the problem.
    [B2B, Companies] 4 High-Impact Account-Based Marketing Strategies for B2B Teams
    In the vast majority of B2B companies, quantity trumps quality when it comes to sales and marketing tactics. Companies that sell their products or services to other companies must approach marketing and sales from a different place if they want to achieve meaningful results. Never drop your sales pitch without first aiming to connect with the potential client in a personal way that shows you did your homework and you care about the success of their company.
    [B2B, Companies] 4 Ways Lead-to-Account Matching is Crucial for Account-Based Marketing
    Account-based marketing (ABM) is fast replacing traditional lead-based demand generation for B2B Sales and Marketing alike. This means modern B2B Marketing and Sales teams need to manage both leads and accounts, together. Remember, you’re still selling to individual people within a company. Best Practices Marketing Sales ABM account-based marketing b2b b2b marketing lead-to-account matching marketing
    [B2B, Companies] How Will You Grow in 2018?
    With the fourth quarter of 2017 now underway, many B2B companies have already started their planning for 2018. Over the next several weeks, senior company leaders will be evaluating how their business is currently performing and setting goals for the coming year. How much growth can we realistically expect to generate from each source next year? Suppose that your company had total sales of $110 million for the 12 months ending on September 30, 2017.
    [B2B, Companies] 12 org stacks reveal people-process-technology triangles at #MarTech
    Most companies aren’t used to publicly revealing how they structure or operate their marketing departments. CA Technologies , a $14 billion global software company, shared the above graphic. Reduxio is a hot new storage and data management company based in the U.S. Allocadia is a leading marketing performance management software company. On the “Do” side: Product Marketing, Customer Marketing & Advocacy, Demand Gen, Content, Digital, and Buzz.
  • EMEDIA  |  FRIDAY, OCTOBER 6, 2017
    [B2B, Companies] NEWS DIGEST: 4 Demand Gen Essentials As We Enter Q4
    Half of B2B marketers have at least tested multi-touch attribution models. And half are still making demand gen decisions based on the last content items buyers accessed before converting. He discusses in depth: Why content marketing is used by almost all tech companies. How to select productive demand gen offers. Why Marketing Automation Grows Demand for Fresh Leads. Generating as many quality leads as possible makes you successful in demand generation.
  • EMEDIA  |  FRIDAY, OCTOBER 6, 2017
    [B2B, Companies] NEWS DIGEST: 4 Demand Gen Essentials As We Enter Q4
    Half of B2B marketers have at least tested multi-touch attribution models. And half are still making demand gen decisions based on the last content items buyers accessed before converting. He discusses in depth: Why content marketing is used by almost all tech companies. How to select productive demand gen offers. Why Marketing Automation Grows Demand for Fresh Leads. Generating as many quality leads as possible makes you successful in demand generation.
    [B2B, Companies] Three Marketing Automation Strategies You Need to Implement Today
    For now, a study revealed that 49% of companies are currently using marketing automation tools , with 55% of B2B companies adopting this technology. A well-thought-out drip campaign can generate up to three times click-through rate and 80% more sales at 33% lower costs. If you can nail lead nurturing, you can generate up to 50% more sales ready leads at 33% lower cost. Marketing Automation and Demand Generation drip campaigns future of marketing Kimberly Maced
    [B2B, Companies] Sales and Marketing Alignment: 45 Experts Explain How To Connect The Dots
    The B2B sales funnel has changed a lot. . Truth is: The modern B2B buyer journey has become far more complex. . Companies that have adapted to this change are seeing real bottom line benefits: Aligned organizations achieved an average of 32% annual revenue growth while less aligned companies reported an average 7% decline in revenue – Forrester Research. Yet, many companies are still lagging behind. . If you win, the company gets busy making the delivery.
    [B2B, Companies] How to Do ABM at Scale with Account-Based Demand
    As B2B marketers, we look for frameworks and models to help improve how we run marketing. But most companies use both inbound and outbound. Most of all, it helps companies grow faster. By definition it excludes profitable inbound marketing tactics such as content marketing and SEO, and can be an expensive to build fully personalized campaigns for each target company. The answer is Account-Based Demand. Step 2: Generate Demand For Sales.
    [B2B, Companies] Why Not To Be a Data-Driven Marketer
    There is no question that the B2B industry, like much of the rest of the business world, has already entered what The Economist has termed “the data economy.” Today, data is one of the most valuable assets a company can have. Perhaps the most vivid, real-world illustration of this fact is how the scramble over data resources is driving some of the biggest acquisitions of companies in the tech industry. Engagement Marketing b2b Consumer
    [B2B, Companies] 5 Signs Your Marketing Database is Keeping You From Reaching Your Best Customers
    Big Data overload is arguably one of the greatest challenges facing B2B marketers today. That can make demand generation feel like an impossible challenge; how can you keep up with demand from Sales if you don’t even have control of your own database? This challenge may be partially a technological one — as illustrated by a recent industry survey of leading B2B marketers. On the individual level in particular, B2B professionals just can’t sit still.
    [B2B, Companies] Account Based Marketing vs Inbound Approach: Everything B2B Marketers Need To Know
    Traditional B2B marketing tends to take a broad approach to lead generation, with the goal of capturing as many leads as possible. Traditional demand generation is like fishing with a net for leads. ABM is a form of strategic B2B marketing based on measurable goals for specific target accounts. Engagio, an ABM and sales software company, simply defines it as : “.a Many thought leaders argue that ABM is the “next big thing” in B2B marketing.
    [B2B, Companies] We Launched Fast CMO Magazine, Here's What's Inside
    In September 2017 we launched Fast CMO magazine, a B2B marketing management publication that lets readers meet marketing executives and learn how they run marketing. We live in a fast pace world and content that’s on-demand allows us to consume educational content at our leisure. Ray has led marketing planning across a variety of B2B companies and says there’s no single planning structure that can be applied to every company.
    [B2B, Companies] Good News for Microsoft Dynamics Customers: New Integration Brings Winning Combo of AI, Big Data
    With a recent industry survey pointing to CRMs as the most popular technology tool among B2B marketers, adding Microsoft Dynamics to the list of Leadspace turnkey integrations — which already includes the likes of Salesforce, Marketo , Eloqua , HubSpot and others — is a significant step forward in our mission to revolutionize the way B2B Marketing and Sales harness and align their data. Solving the perennial B2B “Big Data” dilemma.
    [B2B, Companies] 8 Challenges and 4 Benefits of Having 2+ Marketing Automation Platforms
    A surprising number of companies in B2B SaaS have two or more marketing automation platforms. In fact, I’ve personally worked with several companies which have more than a dozen marketing automation platforms, and one that’s using seventeen! Bounced emails: Bounced emails decrease a company’s email deliverability (it drives more of your emails into spam filters) and, given enough of them, can put your company on a black-list, meaning that none of your emails will go through.
    [B2B, Companies] 8 Challenges and 4 Benefits of Having 2+ Marketing Automation Platforms
    A surprising number of companies in B2B SaaS have two or more marketing automation platforms. In fact, I’ve personally worked with several companies which have more than a dozen marketing automation platforms, and one that’s using seventeen! Bounced emails: Bounced emails decrease a company’s email deliverability (it drives more of your emails into spam filters) and, given enough of them, can put your company on a black-list, meaning that none of your emails will go through.
    [B2B, Companies] The Silicon Valley Way: Listening to Customers
    And I have to say that many of the attributes I initially thought about the company when I joined have been validated in an extraordinarily positive way. Our lead matching and routing solutions for B2B companies have incredible product-market fit. Our current customers love telling me about the impact we’ve had on their strategies around more effectively orchestrating demand generation.
    [B2B, Companies] Why Lead Nurturing Success Means Not Asking for the Sale
    Now, not only was I not ready, I barely remember what his company does. That’s because I haven’t had any communication from him or his company in the last 6 months that wasn’t a direct solicitation to do business with the firm. For a more detailed discussion on this and similar topics, see our white paper: “ Lead Recycling: A More Cost Effective Approach to Demand Generation for High-Technology Companies”.
    [B2B, Companies] Master the Marketing Attribution Puzzle for 2018
    As a B2B marketer, tasked with marketing attribution and showing results, what’s more important than proving you are contributing to your organization’s top line growth and success? According to DemandGen Report’s 2017 Marketing Measurement and Attribution Survey Report , 50 percent of B2B marketers are at last using multi-touch attribution. However, it does not tell you which marketing channels introduce your company and its content to your prospect base.
    [B2B, Companies] Michael Brenner in the Spotlight
    You’ve worked in both the sales & marketing disciplines and inside technology companies. According to LinkedIn, just 3% of employees generate 30% of all the clicks on brand-produced content. Employees have on average 10x the connections of their companies. This is proven to generate leads for marketing, deals for sales, an engaged workforce for HR, and happy executives. I see a lot of B2B Marketers using Facebook. Product differentiates no company.
    [B2B, Companies] The Marketing Orchestration Playbook: Your Blueprint for World-Class ABM
    So, to begin, here’s an analogy that will make your life in ABM a lot easier: Marketing Orchestration is to Account Based Marketing, what Marketing Automation is to Demand Generation. What’s the difference between Marketing Orchestration/ABM and Demand Generation/Marketing Automation? Unlike traditional Demand Generation, with Marketing Orchestration: A human being is brought in at the right time, when it matters most.
    [B2B, Companies] Pure Incubation on the Inc. 5000 List for the Fourth Year in a Row
    5000 lis t, an elite ranking of the country’s fastest-growing small and mid-size companies. Melissa Chang , Founder, President, and CEO of Pure Incubation attributes the company’s success to its employees. “It’s 5000 announcement comes on the heels of other fantastic news; in May, Pure Incubation was once again recognized by the Boston Business Journal , highlighting the company in its Fast 50 List for 2017. The company ranked #23 on Inc.
    [B2B, Companies] How to Plan Account-Based Marketing Campaigns for Demand Generation [Templates]
    Leads are only as good as the companies they work for, which is why account-based marketing is the new normal in B2B. That’s not to say that lead generation is dead (it’s not!) In this post, we’ll look at different approaches to demand generation and how account-based marketing fits in. Then, you can use the editable campaign planning worksheets we created to help you plan and execute your next demand gen campaign.
    [B2B, Companies] 3 Important Takeaways from The State of Account-Based Marketing Report
    Based on a survey by Marketo of more than 2,700 B2B companies, the study — which is co-sponsored by Leadspace — offers a useful look into how B2B companies are practically approaching ABM. But beyond the evidence that B2B companies are rapidly adopting ABM — which admittedly isn’t really news if you’ve been following the B2B marketing space at all recently — there are a number of arguably more significant takeaways from this report.
    [B2B, Companies] Interview with Doug Kessler
    Key Topics: Content Marketing, B2B Marketing, Tech Marketing, Copywriting, Creative, Agencies. Bio: Doug Kessler is co-founder and creative director of Velocity Partners, the London- and New York-based B2B marketing agency (and the CMA Agency of the Year 2016). Doug has written a lot about content marketing including the B2B Content Strategy Checklist , Insane Honesty in Content Marketing and Crap: Why the Biggest Threat to Content Marketing is Content Marketing.
    [B2B, Companies] Televerde’s Michelle Cirocco Appointed to Advisory Board of Arizona State University’s Center for Services Leadership
    (September 14, 2017 – Phoenix, AZ) – Televerde , the global demand generation company, today announced its affiliation with the prestigious Arizona. The invitation-only CSL membership provides an opportunity for member companies to research the latest in services leadership, as well as participate in extensive information sharing across a wide spectrum of industries.
    [B2B, Companies] Tips, Tricks, and Secrets to Create Great Landing Pages
    Here’s a great example of a stock photo that has been edited to fit the company’s needs. You might like to know how many people work at their company, but if you don’t need to know, then you shouldn’t ask. You work for the company and you want your prospects’ business. Demand Generation b2b ConsumerYou don’t see great landing pages often. That’s not because they can’t be made, but because it’s extremely difficult to create them well.
    [B2B, Companies] 5 Key Points to Consider when Choosing a Demand Generation Solution
    Savvy B2B marketers are recognizing the limits of today’s email marketing and web analytics applications for generating qualified sales leads and are switching to a demand generation solution to ensure a continuous stream of qualified leads. When evaluating demand generation solutions, keep these 5 points in mind to ensure that you make a purchase that meets your expectations and the needs of your company.
    [B2B, Companies] Nailing Down Target Account Selection: How Chorus.ai Informs Their ABM Strategy
    For some, it’s simply an iteration of what they’re already doing in the area of demand generation. As the Director of Marketing at Engagio , I’ve helped hundreds of companies assess how ready they are to do successful ABM—and we all see a lot of advice about that these days. In this post, we’ll learn how a marketing leader at a B2B SaaS company relies on data to do Account Based Marketing right. creates conversation intelligence software for B2B sales teams.
    [B2B, Companies] A Simple 6 Step Guide to Building a Well-Oiled B2B Lead Generation Funnel
    A lead generation funnel. . . What is a lead generation funnel? . A lead generation funnel is no different. The lead gen funnel is a tool for defining who your best leads are, understanding where they are in the lead generation process, and outlining how your business will move leads down the funnel and have them come out at the end as paying customers. . . Despite this, 68% of B2B organizations have not mapped out a lead gen funnel! .
    [B2B, Companies] You Had a Great Event. Now What?
    That’s important at LeanData because, like many B2B technology companies, we see trade shows as a huge part of our Demand Generation strategy. Information should include first name, last name, company, company email, job title, but make sure this spreadsheet has the minimum data your business/org/tech stack needs for upload. The fall conference season is about to kick into high gear.
    [B2B, Companies] Engagement is the New Form Fill: How to Measure Account-Based Marketing
    With traditional, lead-based marketing methods, B2B marketers measure success based on the number of leads generated. Now with account-based marketing (ABM) , the focus has shifted to how many of your target accounts progress through the sales cycle and, ultimately, generate revenue for your business. But in a complex B2B sales process, you’ve got to influence a lot more than the one or two people who might be willing to fill out a form.
    [B2B, Companies] Engagement is the New Lead: How to Measure Account-Based Marketing
    With traditional, lead-based marketing methods, B2B marketers measure success based on the number of leads generated. Now with account-based marketing (ABM) , the focus has shifted to how many of your target accounts progress through the sales cycle and, ultimately, generate revenue for your business. But in a complex B2B sales process, you’ve got to influence a lot more than the one or two people who might be willing to fill out a form.
  • THE POINT  |  TUESDAY, AUGUST 29, 2017
    [B2B, Companies] 22 Potential Touchpoints for Your Next ABM Sales Play
    What is the level of prior engagement (cold, warm, hot) and how aware is the audience of our brand, company, solution? Just as with integrated demand generation programs , a combination of different channels, deployed in a prescribed sequence, is more likely to bring about success compared to relying on one channel alone (for example, email). Send company swag (e.g.
    [B2B, Companies] Why You Need to Be Careful With One Feature of the New Demand Waterfall
    The new SiriusDecisions Demand Unit Waterfall has received lots of accolades since its introduction this spring, and the accolades are richly deserved. But one of the new demand stages should be labeled Use With Caution. In May, SiriusDecisions unveiled the latest iteration of it venerable Demand Waterfall with great fanfare. So it shouldn't be surprising that the introduction of the Demand Unit Waterfall has generated quite a bit of interest in the B2B marketing world.
  • THE POINT  |  FRIDAY, AUGUST 25, 2017
    [B2B, Companies] Stop Asking Your Marketing Agency for Client References
    As one of the principals at a B2B marketing agency , I get asked for them frequently (though not always) by prospective new clients and, quite aside from the hassle of selecting (who have we not asked recently?), If I were hiring an agency, I’d review that list and either a) find a company where I already know people on the marketing team, or b) choose a company in a similar category and search on LinkedIn to find possible connections.
    [B2B, Companies] 4 Ways Digital Marketers Can Make Data Work for Them
    Marketing data should be used to drive improvement, inform decisions, and increase lead generation. Luckily, there are many great tools you can use to stay on top of your data without doing extra work or logging into your apps to generate a report. My goal is always to build a solid demand generation funnel , which increases user acquisition, and improves pipeline conversion at key points. Marketing Metrics b2b
  • ONLY B2B  |  TUESDAY, AUGUST 22, 2017
    [B2B, Companies] Only B2B - Untitled Article
    B2B marketers are planning to increase their budget for account based marketing next year along with investing in educationg their teams about it. Instead of identifying the target companies at the end (like in the traditional sales funnel), ABM aims to create a list of targeted companies first (referred to as “accounts”). To quote Engagio, “ In traditional demand generation, marketing throws leads over the fence for sales to chase.
    [B2B, Companies] Ann Handley in the Spotlight
    A conversation with B2B content marketing extraordinaire, Ann Handley . Televerde is a global sales & marketing solutions company. So, it’s natural that we have our fingers in sales and marketing programs every single day for our B2B clients, helping them acquire new business and accelerate revenue. As a B2B marketer, I know I’ve learned at the hand of Ann. Or, rather, our companies need us to.
  • TERMINUS  |  MONDAY, AUGUST 21, 2017
    [B2B, Companies] 3 Ways to Optimize Your Search Campaigns For Qualified Leads & Revenue, Not Rankings
    When doing SEO within the context of account-based marketing (ABM) — or any B2B marketing program — it is excruciatingly obvious that you are misaligned with the company’s goals if you are talking about rankings instead of qualified leads or accounts. Take a look at the average click-through rate (CTR) of a search engine results page (SERP) today: If you are a B2B marketer reporting on rankings, this should worry you. It’s time to rethink B2B SEO.
    [B2B, Companies] Say What? Producers of Thought Leadership Undervalue Its Impact
    How Thought Leadership Impacts B2B Demand Generation was based on a survey of 1,329 business decision makers representing a wide range of industries and company sizes. The goal of this study was to better understand how thought leadership content impacts B2B purchase decisions. The following table shows how survey respondents evaluated the impact of thought leadership content on various aspects of the B2B demand generation process.
    [B2B, Companies] Televerde Study: Sales Leaders Say Alignment with Marketing Improving
    Televerde , the global demand generation company, surveyed more than 200 B2B sales leaders for its What Does Sales Need & Want From Marketing survey. The majority of sales professionals surveyed think that sales and marketing are aligned at their companies, with more than 75 percent characterizing the leads they receive from marketing as “good” to “excellent.”. “In 62% feel sales and marketing are aligned within their companies.
    [B2B, Companies] How to be a Superstar: Tips to Succeed in a New Role
    My experience working for a Demand Generation team has been terrific, and I’ve learned a lot about how to succeed in the business world. She gave me a run-down of the marketing department and how things function within the company. Since Marketo is a big company and my managers were busy, it seemed tough to schedule any time to meet with them. My team really valued my work and time and came to see that I was committed to the company and the internship.
    [B2B, Companies] 5 Things B2B Marketers Should Learn from B2C Marketing
    The world of B2B marketing is changing rapidly. Over the past few years, we’ve seen trends emerge that challenge many of the traditional ways we think about demand generation. A great illustration of this movement was the latest SiriusDecisions “Demand Unit Waterfall” , released just a few months ago, which essentially redefines the definition of a B2B buyer. Of course, B2B audiences are made up of leads and accounts — but that’s only part of the story.
    [B2B, Companies] Will Marketers Continue to Struggle with Social Media ROI? [Interview]
    Are you seeing any differences in how B2B marketers are approaching social vs. B2C? “We As a broad generalization, we find that B2B marketers can have a different perspective on goals than B2C marketers. For example, where a B2C marketer might be happy with measuring engagement–such as likes–the B2B marketer is typically less interested in that and more focused on clicks on posted content.
    [B2B, Companies] The 4 Steps to Marketing Data Hygiene in an Era of Big Data
    B2B marketers love shiny things, which is why we’re such suckers for buzzwords. Account-based marketing , AI , machine learning, social selling, predictive analytics, ad nauseam … It’s not that these things aren’t actually useful — or in some cases even reshaping the B2B marketing industry — it’s just that they’re often focused on at the cost of ignoring more fundamental, yet boring topics.
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