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. His team has developed a breakthrough approach to delivering a custom communications stream to business buyers based on their particular journeys.

Create More Content--With Less

The Content Factor

A new survey from and BtoB Magazine is quoted in MarketingProfs (" B2B Marketers Struggle with Changing Roles "). Tags: Business to Business (B2B) Content Marketing The toughest part of a B2B marketer's job? 73% say: doing more with less.

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B-to-B Marketers Will Press the "Reset" Button on Thought Leadership in 2010

The Content Factor

This week, BtoB Magazine published these two stories, and it is up to me to connect the dots.Public companies shedding b-to-b mediaIncompatibility with volatile ad cycles has big publishers selling off propertiesThe global downturn has underscored advertising's cyclicality, with ad pages plunging an average 30% this year. Tags: business to business (B2B) thought leadership content marketing Custom content is up, and trade publications are down.

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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! Positioning: How To Test, Validate, And Bring Your Idea To Market

How Do You Define and Mine Modern Marketing?

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. Conversion (tracking prospect to customer). Source: “Defining the Modern Marketer: From Real to Ideal”.

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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. BtoB Marketing. It is no secret that LinkedIn is a valuable social media platform for B2B marketers.

Study Shows SMB Marketers Want to Communicate Value with Metrics

Modern Marketing

BtoB’s study, sponsored by Oracle Eloqua , was based on an online survey fielded in May and June 2013 that generated 204 responses from companies with annual revenues of $25 million to $200 million. Join us for an October 29th webinar with Eloqua customers and BtoB leaders.

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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. Buyers today often use the Internet to research products and vendors long before they’re prepared to make a purchase.

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

Modern Marketing

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.

What the Twitter IPO Means for Marketers

Modern Marketing

Congratulations to the entire Twitter team; past, present and early-stage investors! But Twitter is also one of Eloqua’s most effective communication channels as part of our social business strategy and media transformation. Which brings us to the topic of Engagement.

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. 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.

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

Smashmouth Marketing

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.

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. Out-of-business indicator, plus credit rating and parent/subsidiary linkages (

4 Dimensions of Effective B2B Marketing Plans

Modern Marketing

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.

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10 Tips to Help You Become a ‘Superhero’ Marketer

Modern Marketing

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. Click here to register.

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6 Reasons To Check Out Bizo’s B2B Funnelmentals Tour

Modern Marketing

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. Learn strategies to help you become a “full-funnel” marketer. To attend, all you have to do is register.

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

Modern Marketing

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.

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. Disclosure: I am co-founder of Business 2 Community).

The State of B2B Lead Nurturing [New Benchmark Research]

Modern Marketing

He joined Bizo in 2012 after more than a decade as an editor at Crain Communications’ BtoB magazine. The survey shows that marketers are expected to contribute in a measurable way to revenue.

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.

Take Your Questions To The ‘Targeting’ Twitter Chat

Modern Marketing

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

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. 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

Modern Marketing

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. Here are five ways social media marketing can be used to drive revenue. Targeting Influencers to Drive Conversions.

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. Email this to a friend?

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.

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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.

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 5 B2B social media questions to ask about LinkedIn Answers. How B2B marketers can move closer to the money.

4 Fantastic Fundamentals of Modern Marketing From Stan Lee

Modern Marketing

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. . Here’s your mission (should you choose to accept!).

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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. You need to have a process in place for your content optimization to evolve over time.

High-Performance Email Marketing for Attracting and Engaging.

Industrial Marketing Today

According to SirrusDecisions research, the B2B buyer receives 20.3 And that reality of the flooded inbox is very evident from steadily dropping response rates of only 1% to 3% range for traditional email marketing. WHAT : What do you expect your list to do?

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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." But Jeff wasn't about to leave empty handed, so over to the cricket box he went.

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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. BtoB magazine: Emerging Trends in B2B Social Marketing, April 2011.

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. To keep me off the warpath, my parents took me there to be with my tribe.

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.

What Were the Biggest B2B Marketing Disruptions of 2011?

Modern Marketing

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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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. Currently, he writes the social media column for BtoB magazine.

7 Strategies for Using Content to Market Industrial Products

Industrial Marketing Today

It is heartening to see that content is at the center of most discussions about the state of B2B marketing today. However, industrial marketers face a challenge when it comes to producing a steady stream of fresh content to keep their target audience engaged.