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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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.


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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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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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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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What the Twitter IPO Means for Marketers


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. Unless you’ve been on an extended holiday without connectivity, chances are you have heard about our Journey to Modern Marketing campaign.

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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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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Perspective on the B2B Demand Generation Benchmark Survey Report

KoMarketing Associates

In a poll of 155 primarily C-level marketing experts, social media received the largest percentage of votes for demand generation channels that marketers will spend more on in 2013. 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. Spending Changes by Channel in 2013.

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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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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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.

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.

Alinean Adds Six New B2B Customers During the First Quarter 2011

The ROI Guy

May 10, 2011 /PRNewswire/ -- Alinean, the leading creator of value-based interactive sales and marketing tools for business to business (B2B) solution providers, today announced the addition of six new customers during the first quarter of 2011, expanding its list of top B2B vendors who are improving sales and marketing effectiveness to a new breed of B2B buyers. These new customers add to Alinean's ever-growing list of over 100 leading B2B vendors.

Twitter - Content - Social Media - B2B Marketing Best Of June

B2B Marketing Zone Posts

You can subscribe to receive the best from around the web on B2B Marketing by visiting the B2B Marketing Zone and subscribing to the Best Of. 5 Reasons to Include Branded Terms in Your Paid Search Campaign - Direct Connections , June 3, 2009. Three steps for B2B marketers to build a personal social media presence - Chris Koch , June 26, 2009. Get Back to Work Faster - Marketing Interactions , June 11, 2009. Is Twitter the Next Channel for Contact Centers?

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Top 40 Posts and Hot Topics of Inbound Marketing and Social Media

B2B Marketing Zone Posts

A fascinating “hardcore” B2B social media success - grow - Practical Marketing Solutions , June 20, 2010 With many companies now engaged in social media marketing strategies for nearly two years or more, success stories are starting to emerge, even in the difficult marketing world of industrial B2B. I discovered a great success story to share with you through a masters thesis being developed by Haakon Jenson of Norway. &# If not, let’s get you up to speed.

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