Why CMOs Should Stop Being Addicted to Pay-per-Click Ads

Buzz Marketing for Technology

Posted in Advertising Behavioral Targeting Conversion Optimization Customer Experience Interactive Marketing Lead Generation Online Advertising Online Testing Testing. In all, this tactic generated 42 leads, and a significant portion was even qualified.

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Is Your Organization Likeable? Are You Attracting the Right Buyers?

Tony Zambito

Since, this phrase has been used to help explain attraction-based theories and concepts in many areas of the social sciences throughout the 20th century and now into the 21st century. Does your organization have so called “laws of attraction” attributes that buyers are attracted to?

Persona-Based Marketing: Getting Started

Sales Lead Insights

Persona-based marketing goes beyond simple demographic data Persona-based marketing describes who a prospect or customer is, by also answering questions about their behavior such as: what keeps this person awake at night? How does she like to be sold to?

5 Best Practices for B2B Email Lead Generation Marketing

Reachforce

No, email marketing is not spam. Yes, it should be part of your lead generation strategies, and yes, it does generate leads and create new business-to-business (B2B) opportunities. You can’t just inundate your market with useless information.

Persona-Based Marketing: Getting Started

Sales Lead Insights

Persona-based marketing goes beyond simple demographic data Persona-based marketing describes who a prospect or customer is, by also answering questions about their behavior such as: what keeps this person awake at night? How does she like to be sold to?

Understanding Buyer Personas: The Production Manager and Product Manager

Reachforce

If your business-to-business (B2B) enterprise sells to manufacturers, your offering is geared toward the production manager or product manager. Your marketing automation and digital strategies are aimed at winning over these decision makers.

Does Automation Impact Lead Conversion Rates? [CHART]

Modern Marketing

by Paul Teshima | Tweet this We have been tracking lead conversion rates from campaigns for the past 3 years, and when we did an analysis to compare campaigns with automation , to those without, we were not surprised to see that automated campaigns on average have a >200% higher conversion rate.

How to Create the Ultimate Marketing Funnel (Templates Included)

Single Grain

Some business owners are moving away from the term “marketing funnel” because they think it’s too mechanical or simplistic to describe the lead nurturing sequence by which customers move from awareness to purchase. What Is a Marketing Funnel? NOW WITH MORE!

Email Marketing Benchmarks By Industry [CHART]

Modern Marketing

by Egan Cheung | Tweet this Right before we said good-bye to 2012, we had a look at email effectiveness metrics by region to see if there was any indication that North America, Europe, or Asia Pacific email response metrics are significantly different.

3 Types of Content that Can Bring In More Leads

Modern Marketing

by Jesse Noyes | Tweet this Today’s guest post comes courtesy of Seth Lieberman, CEO of SnapApp , a marketing platform used by companies to easily create interactive content to generate leads and drive revenue across the web, mobile, social and email.

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4 Ways to Improve Your Online Marketing Funnel

Modern Marketing

He is focused on providing marketers the tools to justify their marketing spend by understanding the customer journey from online to offline channels. Inbound marketing, especially for B2B companies, is difficult to get right. Tracking Your Leads.

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How To Improve Conversion From Suspect To Advocacy: Tips Along The Journey

Modern Marketing

While it can seem like a challenge to “keep up” with your target audience as a result, you can glean a lot of critical benefits by leveraging process-oriented approaches to data management. Unfortunately, the stages leading up to that cash exchange are vague, and worse yet, fluid.

How Many Lead Nurturing Campaigns Should You Run? [CHART]

Modern Marketing

by Egan Cheung | Tweet this Lead nurturing is a type of automation focused on leads who are not yet ready to buy. A successful lead nurturing campaign delivers content of sufficient value to your leads that you establish brand preference long before a purchase decision is made.

Nutritious and Delicious: Eloqua’s Grande Guide to B2B Content Marketing

Modern Marketing

by Joe Chernov | Tweet this Content marketing is the tendon that connects social media muscle to the lead generation bone. Without healthy diet of fresh content, a company’s entire marketing program will never perform at its best. Grande Guide to B2B Content Marketing.

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What is Social Demand Generation?

Modern Marketing

Marketers have long been used to drawing up plans. But as social media has gone from the beta test to a part of everyday life , sticking to a detailed marketing plan has become virtually impossible. It serves as an on-ramp to social media for demand marketers.

What Marketers Need to Deliver the Right Product, Right Place & Right Time

Modern Marketing

by Sylvia Jensen | Tweet this Back in school we thought we learned everything about marketing. It doesn’t take long in the real world to learn that even the 4 P’s could use some updating. Thanks to tracking and reporting tools, product marketing is no guessing game.

How Dreamforce Boosts Lead Generation [CHART]

Modern Marketing

by Paul Teshima | Tweet this Dreamforce 2012 is just about to kick off this week, and it promises to be the biggest cloud event ever. We were surprised how strong the impact on new leads per month were at the “0″ month mark (the month when Dreamforce took place).

Chart: The Holidays are Hot for B2B

Modern Marketing

by Jesse Noyes | Tweet this Think B2C has the corner on holiday marketing? Data pulled from Eloqua shows that B2C companies deploy substantially more emails during the holiday season – a 28% jump in November and December compared to August and September.

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How Sage Does Social Demand Generation

Modern Marketing

by Jesse Noyes | Tweet this When it comes to social media plenty of companies like it, want it, can’t get enough it. But many demand generation marketers don’t know what to make of it. Best of all, they are actually engaging and generating leads through social.

Do Marketing Awards Matter? [CHART]

Modern Marketing

Eloqua Experience is a little over a month away and with it comes the 2012 Markie Awards ceremony honoring excellence in marketing. If you have followed the Markie’s in the past you will know that despite being extremely competitive, it’s no secret how to win.

Connecting the Dots Between Social Media & Demand Generation

Modern Marketing

by Jesse Noyes | Tweet this Today’s blog post comes courtesy of Carmen Hill, of Babcock & Jenkins, an Eloqua partner and B2B marketing integrated agency focused on demand generation and pipeline acceleration. Early Stage: Drive traffic to demand gen content via social media.

Are You Over Analyzing Your Lead Scoring? [CHART]

Modern Marketing

by Andrew Stanbridge | Tweet this Lead Scoring is becoming an industry standard for ensuring marketing and sales agree on what qualifies as a lead. Typically, a lead’s profile is scored A through D while a leads engagement is scored 1 through 4.

[Chart] How Dynamic Content Drives More Visits

Modern Marketing

by Egan Cheung | Tweet this A few weeks ago, we looked at how the right type of personalization in your email subject line can lift open rates by up to 10%. Do you want the weekly chart delivered straight to your inbox?

6 Steps to Defining Your Value Proposition from MarketingSherpa

Modern Marketing

B2B marketing lives or dies based on your value proposition. Fortunately, Dr. McGlaughlin, in his fiery style, provided many value proposition examples as he outlined 6 steps to identifying your value proposition. Both of these need to be backed up with evidence.

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5 Surprising Uses for Marketing Automation

Modern Marketing

by Christina Pappas | Tweet this What’s the first thing that springs to mind when you hear the words ‘ marketing automation ’? For me, it’s email campaigns, lead nurturing, lead scoring, lead generation and lead management. But there are so many other ways to get more out of your marketing automation investment, from smoothing out the recruiting process to pushing real-time info to sales.

4 Reasons No One Likes Your Email Campaigns

Modern Marketing

Whatever the case, you definitely don’t want to feel remorseful about your email marketing vendor. There are four common reasons why you may be experiencing roadblocks and some email marketing tips to combat them. Your prospective audience needs to feel they have a question or a problem, and that your call-to-action will help solve it. If you have a really bad track record of paying bills, you probably aren’t going to get approved for a new one.

B2B Marketing: Buyer Understanding to Become Top Priority

KEO Marketing

A new survey shows that business-to-business marketers foresee a return to a customer-centric approach on the horizon. That sometimes comes at the expense of a personal touch, meaning the human contact is lost to some extent. B2B Marketing Lead Generation

The Marketing Skills Gap is Very Real

Modern Marketing

by Christina Pappas | Tweet this Marketing might be in my blood. My father was a marketer before me, back in the 80’s and 90’s on the cusp of the personal computer and the birth of the Internet. But fast-forward 10, 15 years and those same marketers we’re now trying to figure out SEO strategy, adopting marketing automation to track buyer behavior and deliver timely content, and parsing social media for lead generation opportunities.

4 Lead Nurturing Campaigns to Run After the Sales Cycle

Modern Marketing

by Dan Pecoraro | Tweet this We often talk about lead nurturing campaigns as if they are monolithic. Some you might not have occurred to you. Here are a few different types you might find after the sales cycle has come to a conclusion. With lead nurturing you can focus the customer’s attention on the competitor’s weaknesses and set high standards for their satisfaction. For this group, time your campaign to start just before the new fiscal year begins.

The Signs of an Olympian Level Marketing Team

Modern Marketing

by Jesse Noyes | Tweet this Are you one of the millions glued to your TV , watching match after match during the Olympics? There are obvious reasons to love the Olympics. The best athletes gather in some corner of the world to compete. Most marketers will probably never battle it out at the Olympics. But plenty know what it’s like to go head-to-head against the competition. Here are four elements of an Olympic level marketing team.

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Choose the Right Asset for Lead Generation

KEO Marketing

Lead generation is one of the most important priorities for most business-to-business marketers. This gives them a big headstart, as they will already have a selection of content assets from which to choose. Consider your top lead generation goals.

5 Really Good Reasons LinkedIn Bought SlideShare

Modern Marketing

LinkedIn has decided to purchase SlideShare for $119 million in cash and stock. Or what I like to call, the backbone of buying and selling these days. It’s Like Pinterest for Business. We’re all hearing about Pinterest lately, the visually sticky social network for sharing your favorite links to things like wedding plans, Etsy projects and, yes, even content marketing. What makes Pinterest compelling is the way it strips sharing down to visuals.

Book Review: “Successful Selling” by Matt Heinz

Modern Marketing

by Chad Horenfeldt | Tweet this As someone who engages daily with b2b marketers looking to drive alignment between sales and marketing , there are plenty of books, podcasts and blogs out there full of platitudes but short on practical advice.

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7 Resolutions B2B Marketers Shouldn’t Make

Modern Marketing

by Jesse Noyes | Tweet this Every New Years many of us choose to draw up a number of resolutions: areas of our life and work where will improve or kick old habits. B2B marketers are no different. But while improving your marketing efforts is a laudable and necessary goal, some resolutions can lead you down a bad road when not completely thought out. Today, we spotlight 7 wholesale New Years resolutions your marketing team should avoid. Welcome to the club.

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3 Cool Lead Nurturing Programs You’re Not Running

Modern Marketing

by Jennifer Talcott | Tweet this I’ve been in the marketing automation community for about 7 years. In that time, I’ve seen lead nurturing go from “nice to have” to a hard-set business requirement for major, fast-growing businesses. While there’s something to be said for the standard use case meant to educate prospects, lead nurturing can do so much more. The “Introduction to Sales” Nurturing.

6 Burning Questions about Social Media for B2B

Modern Marketing

As it turns out, we’re still fairly early on the adoption of social among B2B firms, but with our recent introduction of the Eloqua Social Suite , we have been lucky enough to work with some of the leading edge B2B firms breaking new ground. I’ve assembled some of the most frequently asked questions and and used what we’ve learned to address them. Is this tactic effective or should we stick to outside social media communities?

Why Lead Scoring is the New Opportunity Stage

Modern Marketing

By the time a potential buyer is talking to you, she has probably done plenty of research and might even be leaning towards a particular vendor. Whether you’re “the one” or just column fodder depends on whether you’re able to get real answers to questions like, “What’s your budget?” If you can’t get honest answers, how do you know where to put a lead in the pipeline? That’s where lead scoring comes in.

8 Technologies Marketers Should be Thankful For

Modern Marketing

But for b2b marketers, there are probably some technologies they should be thankful for as well. So as you get ready to carve the turkey and pass the mashed potatoes, we outline 8 technologies marketers are grateful to have in their arsenal. But those in b2b marketing and sales have hundreds, thousands or even millions of contacts in their databases. Thankfully there are web and mobile apps to marry all these functions into one device.

LinkedIn Groups Serve as Valuable B2B Marketing Tool

KEO Marketing

We have discussed the benefits and tools LinkedIn can offer to business-to-business marketers here numerous times in the past, particularly in light of the platform’s recent emphasis on the B2B sector. But don’t stop at just contributing to groups as a member.

The What, Who and Why of Lead Scoring [Video]

Modern Marketing

by Jesse Noyes | Tweet this If you work in B2B marketing, there’s a good chance you’ve heard about lead scoring. But maybe you’re wondering what exactly lead scoring means, who are the types of companies using it and why you should do the same. Luckily, we caught up Brian Carroll , Executive Director of MECLABS , to get the answers. Click here to view the embedded video. What is lead scoring? What got their interest, and that will apply to the score.