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

eTrigue

DECEMBER 2, 2021

The concept of a “demand center” has emerged at the core of successful marketing organizations as a hub for shared marketing services, infrastructure and process to enable organizations to bring programs to market that leverage key corporate assets and best practices. Digital marketing has transformed how most organizations market today.

Demand 78

Demand Sales Qualified Leads Marketing Automation Services B to B 78

Madison Logic

OCTOBER 18, 2023

Marketers have traditionally been forced to make hard tradeoffs between their brand and demand activities and decide how to shift budgets when new challenges arise. In most cases, brand-building efforts typically lose out to demand as marketers focus on short-term initiatives to fill the sales pipeline and generate revenue.

Paid Content 52

Paid Content Advertising Agencies Demand Advertisements 52

InsightSquared

APRIL 12, 2018

Marketers look to their marketing automation platforms (MAPs) not only to execute many of their demand generation activities, but also to understand the effectiveness of their marketing programs. The key purpose of a MAP is to deliver personalized messaging and MAP vendors are excellent at this.

Marketing Automation Services 159

Marketing Automation Services Enterprise Management Work Management Marketing Management 159

Marketing Insider Group

FEBRUARY 23, 2012

Last week, Eric Wittlake (@ wittlake ) wrote a great post called Lead Generation is Crippling Demand Generation where he argued that these two marketing activities were working against each other due to the different outcomes each is trying to achieve. Many marketers focus on leads instead of the larger demand picture.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Lead Generation Work Management 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. Place leads immediately into nurture.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

VisumCX

FEBRUARY 28, 2017

Demand generation is consistently ranked as one of the top challenges for B2B marketers year after year. This should come as no surprise as B2B buyers continue to become more sophisticated in their approach to buying.

Demand Generation Agencies 40

Demand Generation Agencies Demand Generation Demand B2B Marketing 40

Martech

JULY 14, 2022

Factors driving changes in ABM include shifts in buyer preferences and pre-purchase behavior, as well as the development of more sophisticated technology and data products that enable marketers to analyze behavior, identify in-market audiences, and craft experiences for a buying group or its individual members. The vendors respond.

Account Based Marketing 114

Account Based Marketing Enterprise Management Work Management Marketing Management 114

Martech

MARCH 11, 2024

This article explores how conventional martech infrastructure alienates most potential buyers and suggests steps to adapt tools and strategies for better long-term brand affinity and demand generation. Only 5% of our market , is ready, willing and able to consider buying our product. If they’re in a buying cycle at all.

Efficiency 79

Efficiency Marketing Automation Services Lead Ranking Brand Identity 79

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

Martech

AUGUST 10, 2021

As a journalist covering marketing and technology, I often have cause to look up a vendor or product I’ve not heard of before. One of our contributors filed a story this week containing one brief reference to a vendor with an unusual name. Marketers know that in many cases digital transformation has shortened the buy cycle.

Work Management 110

Work Management Marketing Management Marketing Analytics Tools Digital Marketing Funnels 110

The Point

DECEMBER 11, 2018

How can ABM best coexist with a more traditional funnel-based demand generation model? When so many technology vendors claim to be an “ABM solution,” what are the smartest investments? ABM is radically different from inbound, funnel-based demand gen in many ways, and it starts with how to measure success.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

Madison Logic

FEBRUARY 7, 2024

Once the AI generates copy for an article, for example, you can refine the content using data to dig deeper into buyer pain points and change the tone to ensure it matches with other assets and brand messaging. Personalization is no longer a nice touch—it’s a buyer demand.

Marketing AI 52

Marketing AI Work Management B2B Marketing Marketing Management 52

ANNUITAS

DECEMBER 1, 2015

If you planned strategically, thinking in terms of building a perpetual Demand Generation Strategy versus a tactical approach, end of year is not a mad rush to rustle up a few last minute deals. Understand your buyers, their buying committees and focus on helping solve their problems across the organization to truly be buyer-centric.

Buying Cycle 100

Buying Cycle Demand Generation Trigger Marketing Planning 100

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

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

ANNUITAS

SEPTEMBER 3, 2015

The dialogue during the event was incredibly rich, as are the contents of the book that explores the concept that the buyers are driving today’s buying cycles and that these cycles are being driven by buying committees. Identifying this individual is paramount to success if vendors are going to secure the purchase.

Buying Cycle 100

Buying Cycle Vendors Mobile Marketing B2B Sales 100

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

6sense

FEBRUARY 23, 2016

If you enjoy the blog post, learn more at our webinar: Making Account Based Marketing Work with Marketo’s VP of Demand Generation Heidi Bullock. Demand generation is the lifeblood of a strong revenue engine. B2B marketers have developed a honed set of best practices to target, engage and convert relevant leads.

Demand 48

Demand Lead Ranking Marketing Automation Services Demand Generation 48

KoMarketing Associates

DECEMBER 8, 2015

Demand Generation. Nearly 45 percent of B2B marketers, surveyed by Annuitas, indicated that they are not using buyer personas in demand generation programs and almost half are failing to align content to their buyer’s pain points. B2B buyers are exploring a number of different channels when conducting vendor.

Marketing Budget Creation 120

Marketing Budget Creation Marketing Budget Budget Programs Enterprise Management 120

ANNUITAS

APRIL 10, 2014

The continued rise in revenue is indicative of the increased sophistication of the B2B market and the need for marketers to be more strategic in driving demand for their organizations. It is not the quantity of the content that is the issue, it is the quality of the content and where this content is used in the buying cycle.

Paid Search Agency 100

Paid Search Agency Enterprise Management Marketing Management Automation 100

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. Great content should be at the heart of every demand or lead gen strategy.

Work Management 98

Work Management Marketing Management Research Allocation 98

ANNUITAS

OCTOBER 23, 2014

The goal is to make sure that a Buyer who is on the cusp of making a decision will see your ad, and that your ads’ keywords and ad copy will be informed by a well-researched understanding of the pains and priorities of the Buyer at every stage of the buying cycle. Focus on lead management-.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency PPC Marketing Automation Services 100

ANNUITAS

APRIL 8, 2014

However, when I speak to marketers and ask about their efforts to chart the buying process, inevitably a funnel graphic appears. Add in the growing number of people involved in a typical B2B buying cycle and it gets even more complex. Each role has its place in the buying cycle and we cannot treat them all the same.

Top of Funnel 100

Top of Funnel Work Management Marketing Management Demand Generation 100

The ROI Guy

SEPTEMBER 3, 2010

Formally defined, Demand Generation is the use of targeted marketing programs to address four key objectives for B2B marketers: Building awareness of a company’s products and services; Establishing relevance to a prospective buyer/end user; Supporting validation for the purchase; and Mitigating customer concerns.

Demand Generation Agencies 40

Demand Generation Agencies Demand Generation Peer-to-peer Demand 40

Adobe Experience Cloud Blog

JUNE 24, 2009

Yesterday’s BtoB Leading Edge, Demand Generation in the Digital Age was a great way to make sure your organization’s demand generation programs are best-in-class. LinkedIn gave an impressive demonstration on how they handled demand generation without a robust marketing budget or unlimited marketing staff members.

Demand Generation Agencies 48

Demand Generation Agencies BtoB Demand Generation Demand 48

Customer Experience Matrix

AUGUST 28, 2014

I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle. Formal release was in May 2014.

Lead Ranking 120

Lead Ranking Activities Lead Scoring Marketing Automation Services 120

ANNUITAS

SEPTEMBER 20, 2016

The pressures to build a solid Demand Generation Strategy that is perpetual with content marketing that converts is high. Make sure to listen for cues that start or “trigger” the buying cycle. You’ll also need to listen for all the steps that happen in between recognizing the need to solve a problem and choosing a vendor.

Top of Funnel 100

Top of Funnel B2B Thought Leadership Thought Leadership Content 100

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. Once you see prospects putting you first, you start to appreciate the value of targeting a buyer before they even start their buyer journey. What Is Intent Data?

Intent Data 52

Intent Data Intent Marketing Automation Services Ideal Customer Profiles 52

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. Lead/Demand generation is a crucial aspect of generating ROI.

Lead Ranking 52

Lead Ranking Marketing Qualified Leads MQL Sales Qualified Leads 52

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. The Annuitas Group: Based on the stats that are being pushed to the market, most companies are still struggling with lead generation.

Marketing Automation Services 100

Marketing Automation Services Demand Marketing Management Web 2.0 100

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

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

Customer Experience Matrix

MAY 27, 2009

Eloqua yesterday announced Eloqua Prospect Profiler , which makes it easier for salespeople to review prospect behaviors that are captured by the demand generation system. Replacing the relationship-building is more difficult, but demand generation systems can help somewhat by responding appropriately to prospect behaviors.

Eloqua 120

Eloqua Paper Profiling Marketing Automation Services 120

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

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

Content marketing plays a key role in lead nurturing as well as a successful lead generation and social media strategy. It also sets you apart and builds credibility on the front-end of the buying cycle, making efforts from SEO to banner advertising and AdWords more effective and productive. Seed this on Newsvine.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Sales Qualified Leads 100