The Effective Marketer

DECEMBER 20, 2011

Last week Carlos Hidalgo , CEO of the Annuitas Group , shared on the Software Advice blog a nice video explaining two basic concepts that are often used interchangeably by vendors and even analysts in the Marketing Automation space but should in fact be treated as separate concepts: Demand Generation and Lead Management.

Demand Generation 100

Demand Generation Marketing Management Lead Management Demand 100

The Point

APRIL 22, 2020

However, as much as it has a reputation as a way to generate “guaranteed” leads, content syndication is not a cure-all, and indeed, more than most demand generation channels, is likely to generate sales leads that gravitate towards the early stages of the buying cycle.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

Marketing Insider Group

AUGUST 19, 2015

Are you overwhelmed with all the elaborate moves in the lead generation buyer-seller dance? Generating leads on your website can seem as mysterious as waltzing. These recurring three steps of lead generation go hand in hand, with one not being able to work without the other two: Call-to-Action (CTA).

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 100

DealSignal

APRIL 10, 2024

Intent data allows you to identify and target these specific folks, almost in real time. The type of intent signals a user is leaving and the strength of those signals can indicate a user’s interest in your product, which is invaluable for creating targeted marketing campaigns or delivering strong sales cadences.

Intent Data 52

Intent Data Ideal Customer Profiles Intent Marketing Automation Services 52

Industrial Marketing Today

SEPTEMBER 3, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.”

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

PureB2B

MAY 8, 2019

Demandbase’s goal is to quickly identify, engage, and nurture buyers through the buying cycle. After countless hours of building a strategy, it ended up resulting in a “target account list” of every account that the sales team had in their CRM.

Account Based Marketing 62

Account Based Marketing ABM DemandBase Demand Generation 62

The Point

SEPTEMBER 9, 2014

The Rule of Seven harkens back to a day when the salesperson was in control, when buyers did little to no research before talking to vendors, and when marketing was simply a string of pitches extolling the virtues of a company’s product. B2B Marketing Campaign Strategy Demand Generation lead generation Sales 2.0

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

PureB2B

MAY 8, 2019

Demandbase’s goal is to quickly identify, engage, and nurture buyers through the buying cycle. After countless hours of building a strategy, it ended up resulting in a “target account list” of every account that the sales team had in their CRM.

Account Based Marketing 52

Account Based Marketing ABM DemandBase Demand Generation 52

Inbox Insight

SEPTEMBER 10, 2020

They are buying more MarTech products than ever before, and they are constantly on the lookout for the next big thing. For vendors, knowing more about how their buyers think and what technologies they’re interested in is key to successful content delivery. Looking at marketing tech in general, the biggest focus is on data.

Marketing Management 72

Marketing Management Marketing Automation Services Research Planning 72

KoMarketing Associates

DECEMBER 8, 2015

Demand Generation. Ascend2’s “2015 Lead Generation Trends” report revealed that 70 percent of marketers believe improving the quality of leads is their most important lead generation objective, followed by increasing sales revenue (58 percent) and boosting the overall number of leads (54 percent).

Marketing Budget Creation 120

Marketing Budget Creation Marketing Budget Budget Programs Enterprise Management 120

DealSignal

MAY 15, 2022

Intent data shows what a buyer is interested in and what they are likely to do or buy next Imagine targeting a buyer before they even start their buyer journey. Being the first to identify and solve their pain points puts you at the top of their list. With intent data, you can. What Is Intent Data?

Intent Data 52

Intent Data Intent Marketing Automation Services Ideal Customer Profiles 52

Inbox Insight

AUGUST 30, 2020

Marketing technology buyers are results-driven and often choose vendors that are leaders in their field. If you want to reach the right people , generate leads and convert these leads into sales , it’s crucial to know how your audience think. The buying trends to know. Download the full report, here.

Work Management 98

Work Management Marketing Management Research Allocation 98

KoMarketing Associates

AUGUST 6, 2019

The most significant challenge B2B marketers face is in effectively communicating with target audiences and prospective buyers. While we all have goals and objectives for lead generation, brand development, and customer experience as examples, the overarching challenge is making the right decisions to achieve them.

Buyer Personas 123

Buyer Personas Paid Content Online Marketing B2B Marketing 123

NuSpark Consulting

JUNE 2, 2016

To create content that boosts lead and demand generation, you need to construct B2B buyer personas that give you a clear picture of your customer, mapping their journey from when they decide to solve a problem to their purchase decision. Alternatively, they may wait until they are ready to make their final buying decision.

Buyer Personas 100

Buyer Personas Conversion Buying Cycle B2B 100

Smarte

JUNE 28, 2022

SQLs have an intent towards buying your product and these leads may have already requested a demo, may already onboard a free trial you have been offering, and giving indications to be in the buying cycle. SQL: Has intent to buy. How do you move a lead from MQL to SQL? and qualify further.

Lead Ranking 52

Lead Ranking Marketing Qualified Leads MQL Sales Qualified Leads 52

Customer Experience Matrix

AUGUST 10, 2010

The always-insightful Adam Needles is running a series of blog posts this week that summarize the “real state” of B2B demand generation. That’s very different from one vendor trying to include as many functions as possible. (On Perhaps a recognition that we must manage in a period of continuous change is a good next step.

Process 120

Process Marketing Management Marketing Automation Services Demand Generation 120

Webbiquity

FEBRUARY 14, 2010

Research from other sources shows companies that excel at lead nurturing generate more qualified leads at a lower cost per lead, reduce the percentage of marketing-generated leads that are ignored by sales, increase win rates, and have a higher percentage of sales reps who make quota. Seed this on Newsvine.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Sales Qualified Leads 100

NuSpark Consulting

OCTOBER 24, 2011

They do their own research online, and then contact vendors and service providers when they’re ready to talk price. Information is available free (or close to it) today that you couldn’t buy for any amount of money five years ago. In complex B2B sales, people still buy from people. attract prospects.

Social Media 100

Social Media Cold Calling Peer-to-peer Media 100

NuSpark Consulting

OCTOBER 24, 2011

They do their own research online, and then contact vendors and service providers when they’re ready to talk price. Information is available free (or close to it) today that you couldn’t buy for any amount of money five years ago. In complex B2B sales, people still buy from people. attract prospects.

Social Media 100

Social Media Marketing Management Cold Calling Peer-to-peer 100

ANNUITAS

OCTOBER 17, 2010

In this role, Andrew is continually speaking with vendors, analysts and end-users. The Annuitas Group: As the Editor-In-Chief of Demand Gen Report you are continually speaking with marketing executives. This requires new discipline in lead management, which many B2B marketers are still getting their arms around.

Marketing Automation Services 100

Marketing Automation Services Demand Marketing Management Web 2.0 100

Industrial Marketing Today

SEPTEMBER 13, 2010

In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle ) your prospects and customers use a variety of online content to find solutions to their current problems and needs.

Buying Cycle 60

Buying Cycle Marketing Automation Services Peer-to-peer Web 2.0 60

LEADership

SEPTEMBER 19, 2013

Part 2 – The Definitive B2B Lead Generation Checklist. How do we do that in our lead generation and B2B marketing efforts? Automation is meant to simplify lead generation but it is common to see organizations get carried away with meaningless metrics and reporting systems. AVOID THE ‘POINT OF CHURN’.

Paid Content 40

Paid Content Marketing Management Paid Search Agency Mobile Advertising 40

NuSpark Consulting

NOVEMBER 30, 2011

Any demand generation expert worth her salt (and consulting fee) will advise you to segment your sales leads. In its simplest form, segmentation is the process of sorting the names in your lead database into neat little piles. Not unlike what you do on laundry day. Michael Selissen. Founder and Chief Writer.

Segmentation 100

Segmentation Work Management Marketing Management Paid Search Agency 100

LEADership

SEPTEMBER 17, 2013

The Definitive B2B Lead Generation Checklist: Part 1. Make sure you have the essential ingredients for a successful lead generation recipe. Here is a quick rundown of what I have seen to work as the definitive B2B lead generation checklist. CONSOLIDATE VENDORS AND TOOLS. Forget about legacy concerns!

B2B Thought Leadership 40

B2B Thought Leadership Top of Funnel Work Management Marketing Management 40

Adobe Experience Cloud Blog

OCTOBER 4, 2011

Specifically the convergence of branding and demand generation. Tracking a few keywords can provide a vendor with valuable insight into what factors various buyers are weighing the heaviest in their decision-making process. Add to this that 36% of IT buyers are experiencing a 2-6 month buying cycle.

Demand 48

Demand Brand Identity Branding Demand Generation 48

Adobe Experience Cloud Blog

APRIL 11, 2017

We nurture our prospects and customers with the goal of increasing conversions and generating revenue, yet many of us are struggling to engage enough of our audience via email. Your prospects are bombarded with pitches from different vendors. Talk to your marketing and sales team to figure out what your target audience cares about.

Intent Data 129

Intent Data Intent Email Marketing Social Marketing 129

LEADership

DECEMBER 10, 2013

With a 360° view , you can start plotting key characteristics of your ideal target audience groups and plan your lead nurturing activities accordingly. In essence, start profiling your leads carefully and don’t forget to alert sales and marketing simultaneously about updates and changes to these profiles.

B2B Thought Leadership 40

B2B Thought Leadership Lead Scoring Lead Ranking B2B 40

Industrial Marketing Today

JULY 29, 2010

As a result, most BtoB marketers tend to credit sales-ready leads to the last marketing touchpoint. That was one of the key findings of the “2010 Lead Generation Marketing ROI Study” by the Lenskold Group. The study also revealed that B2B marketers that measured ROI were better able to track leads to marketing touchpoints.

B2B Marketing 60

B2B Marketing Top of Funnel BtoB Peer-to-peer 60

Industrial Marketing Today

JULY 23, 2010

Rule #1: Natural or organic search engine optimization (SEO) In the research phase of the industrial buying cycle , engineers and industrial buyers tend to use broad keywords and phrases that describe their current problem. And yes, it does cost money. However, they do have a strong influence.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Marketing Insider Group

JUNE 30, 2020

Content marketing is a great way to do so: When you generate informative, useful, and interesting content for your audience, you can also directly or indirectly sell your products or services to them. Doing so will not only help sell the product but also work toward establishing a better relationship with vendors, partners, and clients.

Work Management 362

Work Management B2B Marketing Marketing Management Content Marketing 362

The ROI Guy

SEPTEMBER 17, 2010

The question any marketer needs to ask - Are your marketing efforts adding to the clutter, or driving a valuable dialogue and as a result, connecting meaningfully with prospects to advance the buying cycle? Rounding up the challenges, recent studies indicate that 9 out of 10 of buyers say that when they are ready to buy, they find you.

Interactive Marketing 40

Interactive Marketing Marketing Automation Services Peer-to-peer Buying Cycle 40

Adobe Experience Cloud Blog

SEPTEMBER 16, 2016

Not a sophisticated strategy, but referrals were obviously effective and this was a time before the demand generation marketer even existed (at least under that moniker). Lead Generation Forms. If you have a website, use it for lead generation.

Work Management 48

Work Management Marketing Management Lead Scoring Lead Ranking 48

The ROI Guy

NOVEMBER 29, 2010

Two economic downturns over the past decade have made buyers more spendthrift, and more skeptical of vendor claims. Fueled by a wealth of on-line resources and social networks, buyers have seized control of the buying cycle, engaging with sales representatives later and later, and further elongating sales cycles.

Peer-to-peer 40

Peer-to-peer Marketing Automation Services Spending Marketing Budget 40

Adobe Experience Cloud Blog

OCTOBER 18, 2012

Source: The Lenskold Group 2012 Lead Generation Marketing Effectiveness Study. This variability occurs even when two different companies use the marketing automation vendor. What service level agreements (SLAs) will there be regarding lead follow-up? Do you have content for each stage of the buying process, by persona?

Marketing Automation Services 48

Marketing Automation Services Marketing Automation ROI Automation 48

Online Marketing Institute

JANUARY 25, 2010

world has fundamentally changed the dynamics of buyer-vendor interaction. B2B buyers not only have greater access to information than ever before, but increasingly, that information comes from industry peers and third parties, versus coming from their vendors or from traditional media outlets. Consolidation is inevitable.

Marketing Automation Services 40

Marketing Automation Services Marketing Automation Top of Funnel Work Management 40

Ambal's Amusings

AUGUST 27, 2009

We have invited B2B Experts to shed light on the following question: How to use content effectively for demand generation? Brian Carroll's blog B2B Lead Generation Blog. B2B Lead Generation Benchmark Study 2009. Sales Lead Expert’s Learning Center. Read on to get their insights. Get Content.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand B2B Marketing 100

Inbox Insight

JULY 7, 2020

In a time where global health issues are impacting buying decisions, it’s more important than ever to get to know your audience – understanding how they think will help you run effective campaigns that convert. But the B2B technology buying cycle is long and complex, and is rarely straight-forward.

Enterprise Management 99

Enterprise Management Work Management Marketing Management Research 99