Marketing Insider Group

JUNE 30, 2020

Illustrations and photos also saw the biggest jump in content marketing tactic usage, from 69% last year to 76% this year. Some other interesting stats from the report: Search engine marketing (SEM) remains the top paid advertising method B2B marketers use to distribute and promote content, and is voted the most effective promotion tactic.

Work Management 363

Work Management B2B Marketing Marketing Management Content Marketing 363

Marketing Insider Group

OCTOBER 26, 2020

Within the space of weeks, many organizations were forced to adapt, shifting from a traditional sales strategy including brick-and-mortar stores and meeting customers face-to-face to running their businesses completely online. After all, sales drives revenue directly into the business – their value is clearly recognizable and measurable.

Top of Funnel 363

Top of Funnel Marketing Budget Marketing & Strategy Marketing Strategy 363

Biznology

JUNE 4, 2018

“ Tech Providers Will Pay Far More Attention to Sales Enablement” was one of “ 10 Fearless Predictions for B2B Tech Sales and Marketing in 2017 ” from Gartner technology marketing analyst Todd Berkowitz. The need for mid- and late-funnel video for sales enablement. Source: SAVO Group.

Top of Funnel 173

Top of Funnel Video Marketing Case Studies Gartner 173

Marketing Insider Group

AUGUST 30, 2021

The problem with modern sales and marketing. I see with marketing (and sales) this: we get clinical and treat our customers as objects to convert rather than people who need help. I recently met with a group of sales and marketing influencers and we discussed trends and our projects. revenue, leads, opportunities, etc.).

Paid Search Agency 354

Paid Search Agency B2B Sales Marketing & Strategy CMO 354

Trade Press Services Newsletter

JANUARY 9, 2025

A Future-Proof Marketing Plan According to business management expert Peter Drucker , “The best way to predict the future is to create it.” Involve cross-functional teams, such as sales, product development, technology, and customer service, in the planning process.

Planning 211

Planning Marketing Plans B2B Marketing Allocation 211

Webbiquity

NOVEMBER 5, 2019

While cold calling and print media remain useful, and live event marketing remains effective at every stage of the sales funnel, digital channels have surpassed traditional methods in terms of importance, reach, and budget allocation. Instead of phone calls with sales reps, they prefer to conduct their own research online.

Paid Content 241

Paid Content Sales Management Work Management Marketing Automation Services 241

The Point

SEPTEMBER 21, 2017

I was left a voicemail earlier this week by a sales rep that I talked to (briefly) about 6 months ago. As a sales professional or as a marketer, if you engage with a qualified prospect and that prospect doesn’t convert immediately to an opportunity, there’s every reason to stay in touch with that individual over time.

Lead Nurturing 223

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 223

Vision Edge Marketing

JANUARY 14, 2025

B2B marketing and sales can be challenging due to competitors, the economy, and supplier management processes, to name just a few contributing factors. A PwC study reported 93% of business executives agree that the ability to build and maintain trust improves the bottom line.

Communities 208

Communities Peer-to-peer Webinar Metrics B2B Thought Leadership 208

Contently

OCTOBER 23, 2024

You probably remember learning about the concept of the marketing funnel and the need to create content for the different stages of the buyer journey. And you’ve likely either used the funnel — or may at some point — when building a content strategy or planning a marketing campaign. What is mid-funnel content?

Top of Funnel 137

Top of Funnel Lead Scoring Lead Ranking Marketing Funnels 137

Zoominfo

JANUARY 8, 2021

All eyes are on you, Marketing Manager, to feed the sales team ready-to-close leads. When the prospect is ready to buy, your sales team carries them over the finish line to close the deal. BTW: Are Your Sales and Marketing Teams Aligned? You’ll also use your customer personas to guide future marketing and sales efforts.

Lead Ranking 246

Lead Ranking Marketing Qualified Leads Ideal Customer Profiles Lead Generation 246

Biznology

JUNE 29, 2018

is the question posed in an article by Tamara Schenck about about CSO Insights’ 2018 Buyer Preferences Study. Many buyers have already identified a solution before engaging with sales. So, what are the implications for sales communication content, and for video content in sales communication particularly?

Top of Funnel 184

Top of Funnel Video Marketing Differentiation Case Studies 184

Marketing Insider Group

SEPTEMBER 21, 2020

Business owners who create a blog and commit to posting regularly will see an increase in traffic, leads, and sales. Downloading an ebook or white paper. And, it should be aligned with a stage of the buyer journey: Top-of-funnel posts are designed for target buyers in the awareness stage. Subscribing to your newsletter.

Top of Funnel 361

Top of Funnel Paid Search Agency Companies Marketing Automation Services 361

Webbiquity

MARCH 31, 2022

They must manage multiple campaigns simultaneously, while working effectively with partners across the globe. They need to manage their marketing budgets prudently and make sure every dollar is spent wisely. Your launch is just the beginning of an ongoing process of continual improvement. Guest post by Sumeet Anand.

Marketing Budget 303

Marketing Budget Enterprise Management Sales Management Work Management 303

Zoominfo

FEBRUARY 5, 2021

If you think a B2B sales funnel is an abstract idea, brace yourself. It’s time to build a sales funnel that captures and converts your best buyers. Hopefully, they’re on your website, digesting your blog posts, videos, and case studies.) That’s where your streamlined, four-stage sales funnel comes in.

Top of Funnel 130

Top of Funnel Ideal Customer Profiles B2B Sales Ad Building 130

Marketing Insider Group

AUGUST 20, 2020

The lack of rightful accountability is often quite prevalent in marketing and sales. IAB defines attribution as “the process of identifying a set of user actions (“events”) across screens and touch points that contribute in some manner to the desired outcome, and then assigning value to each of these events.”.

Multi-Touch Attribution 265

Multi-Touch Attribution Marketing Attribution Multi-Channel Lead Ranking 265

Zoominfo

JULY 11, 2018

At this point, the marketers have developed a business case, are seeing early success and becoming more sophisticated with measurement and scaling ( source ). These B2B marketers haven’t made content marketing a process yet ( source ). 51% of B2B marketers can prove how content marketing has increased sales ( source ).

Statistics 255

Statistics B2B Marketing Marketing Budget Creation Planning 255

Act-On

NOVEMBER 15, 2023

In a perfect world, sales and marketing would be tightly aligned , working toward the same goals and achieving the best possible results. But marketers and sales teams know this isn’t always easy. From this challenge, sales enablement was born. As a result, B2B companies are investing heavily in sales enablement tools.

Sales Cycle 246

Sales Cycle Practices Marketing Automation Services Buyer Personas 246

Webbiquity

NOVEMBER 17, 2020

Nearly 50% of content produced by B2B marketers is focused at the top of the funnel, which begs the question: what about the middle or bottom of the sales funnel? When company leaders don’t see sufficient ROI after investing in content marketing, they may cut their budget or completely shift their focus to other tactics.

Top of Funnel 268

Top of Funnel ROI Marketing Automation Services Work Management 268

Zoominfo

AUGUST 26, 2018

In these cases, a few lighthearted jokes can ease the tension of the day-to-day marketing job. Scientific studies show that humor and laughter lead to more inspiration and creativity. He used the Sales Force. White papers. Marketer: Can’t we just use AI to manage our sales funnel for us?

Planning 272

Planning Zoominfo Top of Funnel Churn Rate 272

markempa

FEBRUARY 12, 2018

Most of us are solving sales and marketing problems. According to Brent Adamson, Principal Executive Advisor, Gartner, “empathy” is the one word that matters most to sales [and marketing] success. This is part two of my interview with Brent Adamson ( @brentadamson ), co-author of The Challenger Sale and The Challenger Customer.

Sales Management 307

Sales Management Buy Research Lead Ranking 307

The Point

APRIL 19, 2017

Is it aligned with where your audience is in the purchase process? Content can work at every stage of the funnel – early, mid, late. In broad terms, early stage content tends to work best for top-of-the-funnel lead generation, when not everyone is interested (yet) in ROI, case studies or vendor comparisons.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

Marketing Insider Group

MARCH 2, 2020

Whether you own a small business or manage marketing for a large corporation, you probably spend a great portion of your budget on pricey marketing activities, including your website and related IT. The Case for Having a Blog. Because it’s not poorly disguised advertising or pushy sales material. White papers and case studies.

Paid Content 358

Paid Content Work Management Marketing Management Marketing Budget 358

Act-On

FEBRUARY 16, 2024

As she looked through the data, she also figured out which messaging performed best with our target ICP but also aligned with where a person was in their journey (top of funnel, middle of funnel, or bottom of funnel). Of course, this is a quick summary of the process. They’ll have plenty of ideas!

Lead Nurturing 246

Lead Nurturing Lead Scoring Lead Ranking Top of Funnel 246

Marketing Insider Group

FEBRUARY 3, 2021

Content agencies hire expert writers who can persuade, inform, and attract search engines in the process. For example, your team might tackle a set of social media posts for a retailer for the first half of their day, while during the next half, they dig into heavy research to craft a white paper for a medical equipment manufacturer.

Marketing Agencies 2 340

Marketing Agencies 2 Paid Search Agency Advertising Agencies Ad Agencies 340

Marketing Insider Group

JULY 28, 2020

LinkedIn’s State of Sales Report shows that 44% of sales and marketing teams are seeing a significant drop in responsiveness to social and email messaging. So, why are sales and marketing teams challenged to build strong social relationships so they can overcome sales plateaus, sales drops, and sales troughs?

Top of Funnel 245

Top of Funnel Linkedin Ideal Customer Profiles Paid Search Agency 245

Zoominfo

AUGUST 5, 2021

Among many takeaways — about sales enablement , forecasting , hiring , and more — one thing was certain: Sales has changed a lot since the pandemic began. In these conditions, without the right knowledge, tools, and team assistance at their fingertips, your sales reps will find consistent sales success hard to come by.

Top of Funnel 130

Top of Funnel Webinar Metrics Work Management Marketing Automation Services 130

Single Grain

AUGUST 18, 2023

But the digital marketing case studies they showcase on their site can offer invaluable insights for businesses looking to hire an agency. For example, blog posts are popular for the awareness phrase, while a lead about to make a purchase may want to read your product white paper first. Here’s a snapshot of each.

Case Studies 98

Case Studies Case Study Paid Content Paid Search Agency 98

Webbiquity

JANUARY 19, 2023

Marketing to professionals, such as doctors or lawyers, will often involve tactics borrowed from both sides. Companies that are looking for products or services with which to assist their own operations will typically have or assign a “product champion” to conduct research on solutions and manage the sales relationship.

Work Management 224

Work Management Marketing Management B2B Marketing B2B 224

Marketing Insider Group

JANUARY 19, 2021

Is it when you make a certain number of sales? If you’ve been in business for over ten years, you may want to focus on metrics like revenue and sales-qualified leads (SQLs). Determine which tactics are helping you reach your SMART goals and which you should leave behind moving forward. Case studies. White papers.

Lead Ranking 363

Lead Ranking Content Marketing Marketing Agencies 2 Planning 363

Martech

NOVEMBER 4, 2024

They are bringing entirely new behavioral patterns into the B2B buying process, and experienced marketers and sellers ignore this at their peril. What new tools and tactics have emerged? Beware of going overboard Consumer-y messaging strategies will get buyers’ attention, but on their own, they won’t end in a sale. Processing.

Tactics 126

Tactics B2B Marketing Paid Search Agency Advertising Agencies 126

The Point

JULY 17, 2017

This year’s report (download a copy here – registration required) is striking in the degree and pace of change reported, since only last year, in how B2B buyers describe their research and purchase processes. But that’s exactly the kind of information buyers want. Click To Tweet.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

Marketing Insider Group

JULY 7, 2020

Turn customers into advocates after the sale with content that helps them get the most mileage out of the product of service. After you’ve established yourself as a major player in your niche, some of those target customers who decide that they need what you sell will begin the comparison process. The After-Sale Stage.

Custom Publishing 361

Custom Publishing Content Comparison B2B Sales 361

Marketing Insider Group

SEPTEMBER 15, 2020

Considering that most of the content consumption occurring on our platform is being initiated by by a balanced mix Financial, IT , HR, Sales and Marketing professionals, seeing the sudden flurry of Legal activity reminded us of two things: COVID-19 was changing everything. Let’s begin to build the case from this report. Job Function.

Work Management 237

Work Management Content Marketing Management Paper 237

Marketing Insider Group

JULY 1, 2020

All of these advantages lead up to more sales, an increase in revenue, and more sustainable business growth. They managed $1 million in new business, not from tons and tons of content, but from a logical content bundle that included a white paper, infographic, webinar, live presentation and Slideshare. image source.

Marketing Budget 363

Marketing Budget Paid Content ROI Marketing & Strategy 363

Tomorrow People

APRIL 5, 2018

Content marketing has blazed a path through the marketing world in the past few years, offering great ROI for those who fully understand the process. Tomorrow People and B2B Marketing’s research reveals that 51% of marketers do not have the correct content in place for each stage of the funnel. The Buying Process. The intention?

Top of Funnel 176

Top of Funnel Webinar Metrics Marketing & Strategy Marketing Strategy 176

Marketing Insider Group

AUGUST 30, 2021

The problem with modern sales and marketing. I see with marketing (and sales) this: we get clinical and treat our customers as objects to convert rather than people who need help. I recently met with a group of sales and marketing influencers and we discussed trends and our projects. revenue, leads, opportunities, etc.).

Paid Search Agency 238

Paid Search Agency B2B Sales Marketing & Strategy CMO 238

The Point

MAY 17, 2021

When planning campaigns or designing ads, it’s easy to gravitate towards late-stage content (Webinars, analyst reports, demos, case studies) on the assumption that such offers generate more “qualified” leads. Use of very short-term metrics will almost certainly devalue those leads and the perceived ROI from the program.

Marketing Management 204

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 204