Boost Demand Generation Using Target Ready Buyer Models
FEBRUARY 2, 2012
Recently, I published two articles related to 5 ways buyer behaviors are affecting B2B sales , and 5 ways they are affecting B2B marketing. What needs to change you might ask? An easy answer is to say plenty. It is easy to go on doing the same thing and call it something new.
Secret Sauce: 8 Tips from Demand Generation “Master Chefs”
NOVEMBER 3, 2013
Sam works with enterprise clients to develop demand generation strategies. Success in demand generation is like cooking: It’s the just-right combination of careful planning, meticulous measurement, and making sure the oven is always set to the right temperature.
Is Your Organization Likeable? Are You Attracting the Right Buyers?
MAY 2, 2012
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?
4 Ways the Power of Buyer Choice Will Transform Business Marketing
MARCH 9, 2012
This is part 5 and final article of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. . How buyers make choices today, in large part driven by empowering new technologies, will transform how B2B businesses will view buyers as well as redefine what is meant by business marketing. Reorient From Business Marketing Teams to Buyer Driven Marketing Teams.
Can You Predict Your Ideal Scenarios For Lead Nurturing?
APRIL 29, 2012
Depending on which reports you may read when it comes to lead nurturing, approximately 60% or more of B2B businesses do not have a formalized lead nurturing program. Which begs the question: why are companies slow to adopt to lead nurturing?
3 Ways To Connect With Today’s B2B Buyers
MARCH 4, 2012
This is part 4 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. The idea of connecting to B2B buyers has gone from straight forward to major league complex.
Connecting the Dots Between Social Media & Demand Generation
JULY 6, 2012
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.
Use Buyer-Based Selling To Engage The New SMB Buyer
APRIL 6, 2012
This is part 5 and final article of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. How To Make This Happen? is needed to transform inside sales to a new role.
Can Polls Make Your Demand Generation More Engaging? [CHART]
OCTOBER 29, 2012
The survey results indicated Marketers’ #1 problem was generating more sales-ready leads. Only 20% of Marketers were confident in their B2B demand gen program’s effectiveness. So I decided to find out if polls make demand generation programs more engaging and effective.
Channeling Buyer-Based Experiences in SMB
MARCH 30, 2012
This is part 4 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. . While I may be seemingly digressing here, I do so to make a very salient point.
Marketing Automation: Lessons from 4 case studies
B2B Lead Generation Blog
DECEMBER 1, 2014
Lead generation, lead nurturing and determining the time for the handoff to Sales would be extremely difficult without that technology. Add lead scoring and tracking through that final conversion to sale and the task is flat out impossible without automation. Once an automation vendor was chosen, the team decided to bring in an outside consultant to expedite the implementation. Case Study #4 – Marketing Automation: IT company boosts leads 59%, generates $1.5
An Act-On Conversation: Jay Hidalgo and Atri Chatterjee Talk Demand Generation, Part 1
FEBRUARY 25, 2014
Recently I had the opportunity to moderate an Act-On Conversation on demand generation. I’d like to welcome you to an Act-On Conversation. Today’s Conversation brings together two experts on marketing and demand gen. What is demand generation?
Introducing: The Modern Marketer’s Guide to Video
MAY 20, 2014
But for many marketing organizations it’s difficult to strategize. And even when you do create cool brand videos loved by your team and audiences alike, you want to make sure that you can understand the video’s performance. The six steps to purposeful, measurable video.
Notes from the Marketing Operations Executive Summit 2014
MARCH 20, 2014
My twitter handle is @jstewart_1 – and there are lots of other smart folks in here you might want to follow. RT @megheuer When they serve personalized industry content on website, 3x as likely to click thru vs generic content @DocuSign #marketingopssummit.
How Marketers Are Managing The Buyer Journey [Infographic]
JANUARY 30, 2014
In 2012, Forrester indicated that buyers could be up to 90% through their buyer’s journey before even reaching out to a vendor. But what can marketers do to actually overcome this challenge? Branding does indeed matter in the B2B buying process.
Social Selling: 10 Actionable Tips From LinkedIn’s Koka Sexton
AUGUST 29, 2013
While not even three years ago, marketing and sales organizations sought actual data to support the “hunch” that social selling techniques and practices were effective, the state of the advanced sales method is, well, on fire. This assessment comes from “the source” — or LinkedIn’s Senior Manager of Social Marketing, Koka Sexton , who shared some serious scoop about the effectiveness of social selling during a webinar hosted by Demand Gen Report this week.
CMOs You Should Watch in 2013
JANUARY 4, 2013
As the former Managing Editor of DemandGen Report, Amanda covered the latest technology, trends and development in the marketing automation technology space, as well as the sales and marketing strategies central to demand generation.
4 Dimensions of Effective B2B Marketing Plans
MARCH 12, 2014
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. Demand Modeling.
3 Tips For Aligning Demand & Content to Advance the Buyer’s Journey
APRIL 15, 2013
For modern marketing engagement, the perfect pairing is demand and content. By positioning content with demand generation efforts, marketers can better define and target suspects, prospects, and provide meaningful engagements to support their research and discovery processes. There are many facets of the content to customer journey. But here are three key tips to help you you align demand and content, and define reach, and engage prospects.
How to Generate More Opt-ins With Your Email Marketing Campaign
DECEMBER 1, 2013
She works primarily with financial technology firms to refine their integrated marketing strategy and content marketing programs, helping them facilitate the customer buying process. Here are some ideas on how to get started. Add a Subscribe Button to Landing Pages.
Marketing Automation Simplified: The Small Guide to Big Ideas [eBook]
AUGUST 18, 2013
by Amanda Batista | Tweet this The influx of content, information, and education available to consumers is an astounding, evolving issue for marketers. Marketing manages awareness, communication, and is tasked with implementing repeatable processes for sales success.
You May Be Surprised At The Biggest B2B Marketing Responsibility Of 2016
B2B Marketing Insider
AUGUST 11, 2015
In a recent survey conducted by ITSMA , business-to-business (B2B) marketers worldwide expect that understanding buyers will be their # 1 responsibility in two years (85%). So where does this prediction (or perhaps dread) related to the need for buyer understanding come from?
Goal-Directed Decision Making Drives B2B Buying And Selling
B2B Marketing Insider
AUGUST 7, 2015
Business-to-Business thrives on the simple basic principle of buying and selling. With all the hoopla over the past few years regarding digital technologies and social media, it is easy to lose sight of this most basic principle, which has existed for centuries. They have changed how businesses interact and engage in the acts of buying and selling. This concept is fundamental to buyer personas. B2B Is Too Fixated On Process And Journey.
6 Ways to Eliminate the Demand Gen Blame Game
MAY 24, 2013
If you are a marketing leader involved in demand generation, you undoubtedly have had the following conversation with members of your marketing team, your inside sales group, or your field sales organization. Open and expose all data to each team. by contributor | Tweet this.
3 Reasons Why Sales and Marketing Don’t Agree on “Lead Generation”
APRIL 23, 2012
” When it comes to lead generation , these two organizations often view the same topic from entirely different perspectives. Like some sort of twisted Pavlovian experiment with leads, we’ve conditioned them to sit at different ends of the demand generation funnel, looking at it through different lenses and taking action in different ways to achieve the same goal. when you say the words, “lead generation.”
6 Tools for Turning Content Consumers into Customers
MARCH 7, 2012
by Jesse Noyes | Tweet this Maybe no one needs to sell you on content marketing. You’ve got some guidance on how to map content to the buyer’s journey. The content to conversion journey typically starts with some high-level content like blogs, videos, newsletters and more.
5 Reasons Thought Leadership Marketing Matters
OCTOBER 19, 2011
by Jesse Noyes | Tweet this The more than 1,000 sales and marketing pros heading to Eloqua Experience tomorrow are in for an insightful mix of best practices and big picture strategies. Ernst delivers counsel to CMOs and top marketers. You need to go where your ideal audience is.
How To Shorten The B2B Buyer Cycle With Landing Pages
B2B Marketing Insider
NOVEMBER 4, 2010
The curious and cautious B2B buyers B2B buyers are curious about how a product can make life easier and business better; however, they are also more cautious when making purchases because a mistake can be costly both for the company and their career. Click here to cancel reply.
6 Signs You Need Marketing Automation
OCTOBER 13, 2011
by Michael Martin | Tweet this You’ll feel it when it happens: When you’re spending all your time managing lists and unsubscribes; when the sales team won’t return your calls; when all the good leads seem to land with your competitor. Marketing Can’t Prove its Value to the Organization.
6 Ways Marketing Can Help Generate Early Leads for Sales
APRIL 16, 2012
by Shawn Cook | Tweet this A marketer posed a perplexing question to me recently. In fact CEB Sales Practice research says that on average prospects are 57% of the way through making a purchase before they ever talk to sales. Getting to prospects is paramount, but so is focusing on the most qualified leads. When sales people in the field known about how individual prospects are behaving, they get a head start on determining if now is the right time to start talking.
3 Strategies Pro Golfers Could Teach Sales and Marketing
MARCH 29, 2012
This week every golfer arriving at the Augusta National, one of the most demanding courses of the PGA Masters Tournament, the Augusta National, will have talent. But if aggressive, sustainable revenue growth is in the business plan, you’ll need a set of reliable tactics to manage your marketing. They get everyone on the same page to make sure that day-to-day goals are clear. If marketing is teeing off without sales, your success is going to be limited.
Marketo Aims to Simplify Demand Generation
Customer Experience Matrix
JUNE 10, 2008
As I wrote last week , demand generation vendors have a hard time differentiating their systems from each other. That’s not to say Marketo is a simple product. Functionally, it covers all the demand generation bases: outbound email, landing pages, Web site monitoring, lead scoring, multi-step nurturing programs, prospect database, analytics, Salesforce.com integration. This is, after all, the way “real” process diagrams are built by programmers and engineers.
5 Surprising Uses for Marketing Automation
AUGUST 17, 2012
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. A venue needs to be selected, menus set, a booth to be designed.
Loosening your Prospect’s Status Quo is Demand Generation Job #1: Three Ideas for How to Do It
Modern B2B Marketing
MAY 14, 2012
by Jason Miller I’m pleased to welcome Tim Riesterer, Chief Strategy and Marketing Officer at Corporate Visions, as a guest blogger. We are thrilled to welcome him. Marketo has been the technology engine behind the campaigns and closed-loop processes that have driven that growth.
3 Cool Lead Nurturing Programs You’re Not Running
MARCH 2, 2012
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. Not only does it automate marketing processes , but it also alleviates some of the pain sales feels when trying to build relationships.
7 Resolutions B2B Marketers Shouldn’t Make
DECEMBER 30, 2011
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. We’re Going to Pass More Leads to Sales! While a commitment to deliver more goods to sales is admirable, dropping more in their lap is not always the right answer. For more tips check out our free Grande Guide to Sales Enablement.). We’re Going to Crank Out Tons More Content!
6 Steps to Defining Your Value Proposition from MarketingSherpa
SEPTEMBER 26, 2011
Fortunately, Dr. McGlaughlin, in his fiery style, provided many value proposition examples as he outlined 6 steps to identifying your value proposition. To define your value proposition, you need to understand the environment your ideal buyers live in and their motivations.
Where Are All The Great Leads Coming From? [VIDEO]
JANUARY 30, 2013
by Christina Pappas | Tweet this What’s a top priority among B2B demand generation marketers? That’s one of the findings in the B2B Demand Generation Benchmark Survey , a recent Software Advice research report conducted in partnership with Eloqua. Are marketers focused on maximizing budget vs. generating great leads? Click here to view the embedded video. We’re going to be talking about The B2B Demand Generation Benchmark Survey.
Act-On Buys Marketbright Assets
Customer Experience Matrix
AUGUST 2, 2011
Beyond that, Raghaven cited several narrow benefits, including the chance of converting Marketbright customers to Act-On, the business knowledge and skills of key Marketbright employees, and some design features of the Marketbright system. In other words, the Marketbright acquisition was a tactical measure to pick up some modest assets at a modest price. It is neither central to Act-On’s current strategy nor a shift towards a new strategy.
Infer Keeps It Simple: B2B Lead Scores and Nothing Else
Customer Experience Matrix
AUGUST 22, 2013
I’ve nearly finished gathering information from vendors for my new study on Customer Data Platform systems and have started to look for patterns in the results. This makes sense: most of the existing CDP systems were built to solve specific problems , not as general-purpose data platforms.