Automating your marketing through the B2B customer journey: an interview with Rich Herbst


The other day, I had the chance to meet with Rich Herbst, founder and managing partner of Ascend Marketing, which is based in Dallas and Austin. Rich agreed to discuss what he and his team have been doing in B2B, and share what they’ve learned in recent years, as business buying behavior evolves. His team has developed a breakthrough approach to delivering a custom communications stream to business buyers based on their particular journeys.

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B2B Lead Generation Blog: Webinar: A Multimodal approach to Lead Nurturing for Complex Sales

B2B Lead Generation

FREE E-Book 8 Critical success factors for lead generation Just tell us where to send your FREE updates Subscribe in a reader Podcast Feed Subscribe via iTunes Recognition Thanks for Reading! Call for speakers: MarketingSherpa’s B2B Marketing Summit 5 dials to tune in your lead generation process Recent Comments Copyright This work is licensed under a Creative Commons License. Positioning: How To Test, Validate, And Bring Your Idea To Market


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How Do You Define and Mine Modern Marketing?


Today Eloqua released a report titled: “ Defining the Modern Marketer: From Real to Ideal ,” which reveals insight into the evolution of the marketer’s role. The report underscores research from a comprehensive survey created in conjunction with BtoB Magazine , and explores the skills and technologies marketers need to improve ROI. The benchmark data points to the “Ideal Marketer” — a function that has evolved to demand attributes of the content, brand, and web marketer.

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Study Shows SMB Marketers Want to Communicate Value with Metrics


by Erick Mott | Tweet this Marketers from small-to-midsize companies are taking greater advantage of modern marketing techniques and are more reliant on key digital marketing activities than marketers overall, according to a new study by BtoB Magazine — SMBs: Maximizing Synergies in Technology, Branding, Customer Interaction. But they rely on proven technologies to help them figure out what’s working and not, in terms of marketing activities and ROI.

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Which Channels Will Marketers Measure for Next Generation Digital Body Language? [CHART]


by Taha Sheikh | Tweet this In March, Eloqua released a report titled: “ Defining the Modern Marketer: From Real to Ideal “, which presents findings from a survey of 556 marketers conducted by BtoB Magazine into views and practices in modern marketing. We’re seeing a shift from outbound, advertising, and intuition based marketing to a new inbound model that emphasizes digital channels, multiple touchpoints and data analysis.

Social Media Marketing Important Part of B2B Marketing Landscape

KoMarketing Associates

Fully developed business-to-business (B2B) social media marketing programs are becoming common practice; recent survey results show nearly half of all B2B marketers (47%) are currently “very involved” or “fully integrated” with social marketing. This is according to BtoB’s “ Social Media: From Marginal to Mainstream ” report.

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Twitter Adds Brand Pages. The Brand Pages War Gets Bigger.


Twitter brand pages hinge mainly on two elements: A branded header marketers can use to more prominently promote their logos and taglines; The ability to promote a particular tweet at the top of a brand’s timeline, which can contain an embedded video or photo. The open question is whether the long awaited brand pages will provide the firepower Twitter needs to compete with Facebook, LinkedIn and even Google+ for businesses’ attention.

Quantifying the Value of Lead Nurturing: A Case Study

Sales Engine

Most marketing and sales leaders in the business-to-business world know that nurturing leads is important. The reason: it’s essential to maintain a digital connection with buyers who want to learn about a business pain, product, or service—but who are not yet interested in talking to a sales person. Buyers today often use the Internet to research products and vendors long before they’re prepared to make a purchase.

4 Dimensions of Effective B2B Marketing Plans


by contributor | Tweet this Editor’s Note: Today’s post comes courtesy of Liz Pate , the marketing communications manager at Bulldog Solutions , a marketing technology company that provides software and agency services to BtoB enterprises. Imagine a scenario where marketers could maximize the ROI of every dollar spent — where planning cycles were accelerated and time to marketing pipeline was weeks, not quarters long. Budget pressures oblige you to explore new avenues.

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10 Tips to Help You Become a ‘Superhero’ Marketer


by Amanda Batista | Tweet this In the brave new world of Modern Marketing — where digital channels are fueling the need for more sophisticated strategies — marketers need to target, engage, and measure efforts more effectively. But it can be difficult to do, particularly for companies with limited resources, budget, or staff. Click here to register. No longer can marketers or sales reps relegate communications to company or product-centric conversations.

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Take Your Questions To The ‘Targeting’ Twitter Chat


Rob works with a number of key accounts, from Small-Medium to Larger-sized, global enterprise companies, coaching eMarketing best practices, across different industries. Relevance of messaging has never been more important as your business struggles to stand out from the crowd. A customer base that demands personalised products and services is unlikely to be satisfied by marketing efforts built on traditional demographic profiling.

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6 Reasons To Check Out Bizo’s B2B Funnelmentals Tour


He joined Bizo in 2012 after more than a decade as an editor at Crain Communications’ BtoB magazine. Here are 6 reasons to join us at the Funnelmentals Tour*: 1. The speakers at the Funnelmentals Tour will vary from city to city, but all of the speakers have one thing in common: They’re generating strong results, boosting conversions, and generating leads with their digital marketing. Learn strategies to help you become a “full-funnel” marketer.

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The State of B2B Lead Nurturing [New Benchmark Research]


He joined Bizo in 2012 after more than a decade as an editor at Crain Communications’ BtoB magazine. Bizo recently released a survey that found lead nurturing is a critical tool for marketers, but at the same time, there is plenty of room for optimization, particularly when it comes to email. The survey shows that marketers are expected to contribute in a measurable way to revenue.

8 Great LinkedIn Groups for B2B Marketers

KoMarketing Associates

According to a recent report released by Regalix, 91 percent of respondents said that LinkedIn was the most effective channel in terms of helping them reach their target audience. And according to the “LinkedIn Ads Benchmark Report Q3 2015” published by Marketing Mojo, 79 percent of B2B marketers said that LinkedIn was “effective” at generating leads. BtoB Marketing. It is no secret that LinkedIn is a valuable social media platform for B2B marketers.

Kicking Off Eloqua Experience Europe With The 5 Tenets of Modern Marketing


Shootman discussed how we as marketers have to be able to predict how our buyers are going to interact with us, and things like marketing ROI. We as marketers also have to stay open with our mindset and our technology in order to adapt to the ‘cool’ new technologies that we can’t predict will be the next thing. CMOs must digitize to survive and close the gap between today’s ‘real’ marketing and the ‘ideal.’

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5 Ways Social Media Can Drive Revenue


Yet, many marketers struggle with how to use social media to go beyond awareness, to actually drive revenue. I’m here to tell you it’s not magic. In fact, by attaching social media marketing to the 5 Revenue Performance Indicators high-performing companies have adopted, you can drive actual results. Here are five ways social media marketing can be used to drive revenue. Targeting Influencers to Drive Conversions. It all goes back to trust.

The Disconnect Between B2B Content Marketing and Customer Engagement

Industrial Marketing Today

The majority of Chief Marketing Officers (CMOs) consider customer engagement as their top priority according to a recent study done by Forbes Insights and George P. Marketers are getting in their own way when it comes to drafting their engagement strategies. Top engagement roadblocks were lack of a well-defined approach to engagement (30%), and poorly articulated benefits for loyal customers (30%). This white paper aims to change that perception of them.

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The 30 Best Content Curation Resources for Marketers and Business Pros

Marketing Insider Group

When I first graduated from college almost 20 years ago, I quickly learned that I was not prepared to have conversations with experienced business professionals on the reality of the business challenges they were confronting. My approach was to subscribe to 3 magazines: BusinessWeek , Fast Company and Newsweek and I read the newspaper every single day. I invite you to visit these sites, subscribe to their RSS feeds or follow them on twitter.

4 Fantastic Fundamentals of Modern Marketing From Stan Lee


A certified Eloqua and RPM Master, Rummer works collaboratively with MarComm, Product Marketers, Sales and Sales Operations to build campaigns that deliver relevant, timely and compelling content to customers and prospects. . The person we have to thank for much of the superhero hype is Stan Lee , former president and chairman of Marvel Comics. He led the expansion of Marvel Comics from a publishing house division to a multimedia powerhouse.

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The Twofold Benefit of Optimizing Marketing Content

Industrial Marketing Today

However, there is another strong reason for optimizing your marketing content that has nothing to do with SEO. I am referring to optimizing customer engagement in B2B marketing. Because B2B and industrial buyers tend to be more sophisticated in the use of online content in making their decision over the entire buying cycle. BtoB marketers need to create and deliver content that is relevant to those searching for their solution while mapping it to the prospect’s buying cycle.

What Were the Biggest B2B Marketing Disruptions of 2011?


What better time to take a moment to ask, “What were the biggest B2B marketing disruptions of last year?” But we wanted to narrow down the field. So we asked 6 experts to sound off on what they thought the biggest B2B marketing disruptions of 2011. Google+ caused a disturbance because it presented a potentially major new social networking channel that gave marketers pause about how to determine when it makes sense to adopt a new channel.

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High-Performance Email Marketing for Attracting and Engaging.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website High-Performance Email Marketing for Attracting and Engaging Industrial Buyers by Achinta Mitra on October 2, 2010 in B2B E-Mail Marketing , B2B Lead Generation , Industrial Marketing Strategies In today’s “do more with less” industrial marketing environment, email marketing continues to be a productive marketing tool despite all the reports about its declining effectiveness. WHAT : What do you expect your list to do?

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Why is Google Scared and What it means for B2B Marketing!

Buzz Marketing for Technology

When you think about the search behavior of the average person online – we are mostly conditioned to search in very routine ways like pulling up a Google search page, using the toolbar in your browser etc. And we tend not to stray from that behavior now. If you look at the share of mobile search that the Google app has it is minuscule compared to their share of the browser based search market. OK so what does this mean to B2B Marketers? Email this to a friend?

Perspective on the B2B Demand Generation Benchmark Survey Report

KoMarketing Associates

While it is clear that business-to-business marketers will throw more weight behind social channels, the B2B Demand Generation Benchmark Survey illustrated the range in tactics and channels B2B marketers use for lead generation initiatives. The reason for this increase in spend and focus on social media appears to be the the fact that this channel potentially offers the lowest cost per lead, according to those polled.

Top 50 B2B Marketing Influencers On Twitter

Marketing Insider Group

To answer this question, I looked at a variety of factors including twitter followers, profiles that included “B2B marketing,” the focus of their tweets including the hashtag # B2BMarketing , as well as a variety of social scoring tools using the keyword. Earlier this month, I released the 20 B2B Marketing Blogs you need to read. So if you feel you should be included on this list, please add yourself to the comments below.

B2B Aware: This Week in B2B Marketing-Socialize, Mobilize & Familiarize

MLT Creative

One in four marketers has a formal lead generation process in place, and less than 2 in 5 can trace a lead to its source, notes Jen Doyle in a report. "If If marketers aren’t able to show how revenue can be attributed to lead generation activities, how can they grow their budgets and attain the resources they crave for better lead generation?" 5 B2B social media questions to ask about LinkedIn Answers. How B2B marketers can move closer to the money.

Fear not! Think like a savvy investor with lead generation

B2B Lead Generation

This morning I was talking to a marketing leader about his 2008 strategy and he brought up some concerns he had about the economy and its potential impact on him and others. In years past, marketing has been favorite target for cuts by CFOs and CEOs as they look to conserve cash and reinforce their balance sheets for tough times. We have to remember that regardless of the economy, sales people are still expected to perform.

Marketing Automation is Not Marketing Strategy


Or, “Once this automation system is installed, it will take our marketing to the next level.” Déjà vu all over again, to echo Yogi Berra. Not only was it a nightmare to get up and running, the software served only to automate the processes—good or bad—that companies already had in place. Think about it: if their clients can’t get the value from the software, their revenues are going to be impacted. Three things come to mind.

New Infographic: B2B Lead Generation & Content Marketing Trends


The infographic summarizes key data from a variety of research reports covering B2B and technology lead generation, media strategy, and content marketing trends, from initial solution research to lead nurturing. My goal was to seek out the best of the best, repurpose each research chart into a custom chart using the tool located at , and present the trends in an orderly fashion. Chief Marketer’s 2012 Business-to-Business Lead Generation Survey: Your Best Prospects.

7 Strategies for Using Content to Market Industrial Products

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website 7 Strategies for Using Content to Market Industrial Products by Achinta Mitra on May 14, 2010 in Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Blog I am a big fan of Content Marketing or as some people like to refer to it as Inbound Marketing. It is heartening to see that content is at the center of most discussions about the state of B2B marketing today.

The Role of B2B Marketing is Shifting from Lead Generation to.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website The Role of B2B Marketing is Shifting from Lead Generation to Revenue Generation by Achinta Mitra on May 7, 2010 in B2B Lead Generation , Industrial Marketing & Web 2.0 , Industrial Marketing Strategies For as long as I can remember, B2B marketers have considered lead generation as their primary focus. 58% of respondents said their role, as marketers did not end even after they handed off qualified leads to sales.

B2B Prospecting Data Just Keeps Getting Better


The most reliable and scalable approach to finding new B2B customers is outbound communications, whether by mail, phone or email, to potential prospects, using rented or purchased lists. But new research indicates that B2B prospecting data is much more detailed these days, and includes a plethora of variables to choose from, for refining your targeting, or for building predictive models, to pick your targets even more effectively.

A Bait Shop Lesson in B2B CRM: “Crickets Self-Serve”

MLT Creative

One day, when my friend Jeff stopped at this old icehouse that also ran one of our favorite bait and tackle shops, he noticed the sign had been changed to "The Happy Store." The familiar, friendly face behind the counter was gone, he said, and the new one didn't give him the warm welcome he was used to. But Jeff wasn't about to leave empty handed, so over to the cricket box he went. We do this ourselves to keep an open ear for those "Ah-ha!"

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B2B Aware: This Week in B2B Marketing-Leadership, Mastership & Relationships

MLT Creative

Marketers should try to post their most important Twitter messages at off-peak times when there's less noise and chatter for them to compete with, writes Dan Zarrella. Weekends tend to be a good time to get the word out. When there is less other noise to compete with. Properly segregating the workforce is one way to ensure that maximum SEO efficiency. BtoB Magazine. How to turn LinkedIn into a relationship filter. How to lead like MLK, Jr.

B2B Marketing Creative - Not the job I wanted 50 years ago

MLT Creative

As far as I knew from television and movies, my vocational options were to be like my parents, or choose between being a cowboy or an Indian. I wanted to be an Indian. I wanted to be the real deal. In Gatlinburg, every kid got a cap gun, and the chance to shoot at Yankees from the train. As fun as that sounded to me at the time, I wanted an authentic Cherokee Nation experience. To keep me off the warpath, my parents took me there to be with my tribe.

Election Day: SLMA's 50 Most Influential People in Sales Lead Management

Green Lead's B2B

Members of SLMA and non-members are allowed to vote. If you find someone you want to vote for, click through and place your vote. The Sales Lead Management Association has opened up voting for the 50 Most Influential People in Sales Lead Management. I'm on the list, so if I've earned your respect in the world of demand gen and lead generation, I'd love your vote. The list is vast and full of some fantastic peers of mine, and you can only choose 3. So choose wisely.

Secrets of Social Media Marketing – a podcast with Paul Gillin

Buzz Marketing for Technology

New tools become available to marketers and individuals alike nearly every week. If you have ever felt like it is hard to keep up (and I know I have) then this book is for you. Admittedly, Paul Gillin wrote this book for the 90% of marketers still trying to figure out social media, I can tell you it makes and excellent resource for even the most polished social media expert. Currently, he writes the social media column for BtoB magazine.