B2B Marketing: 3 reasons for adopting video content into your marketing mix

B2B Lead Generation

Today’s B2B Lead Roundtable Blog post features three reasons why you should adopt video content into your B2B marketing mix. It’s no more difficult to produce online video content than it is to produce a white paper. For B2B and/or B2G marketers, concerns about adding video content in terms of difficulty, time, effort and expense are understandable, but considering the findings of previous MarketingSherpa research, where B2B and/or B2G marketers were asked ….

How To Create A White Paper That Converts


White papers are often perceived as the more serious older sibling of the eBook. As such, it’s not uncommon for white papers to be—well, boring. But that doesn’t have to be the case. White papers are among most requested resource formats of B2B buyers. If not a boring version of an eBook, what is a white paper? This is an outline for how to create a white paper that converts , complete with tips on optimizing. Content Marketing

Paper 204

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Changes in the Professional Services Marketing Mix: Traditional vs. Online Marketing

Hinge Marketing

More than 20 years ago, Phillip Kotler, recognized by many as the father of marketing, warned that “information middlemen providers (“metamediaries”) would emerge on the Internet and assemble and offer evaluations of different suppliers for a small charge.”. In his book, Kotler on Marketing , Kotler describes the 4 Ps of traditional marketing mix: Product (service), Price, Place, and Promotion. Key Trends Influencing the Mix. The New Marketing Mix.

White Paper: Crafting Effective Virtual Event Marketing Programs

Ledger Bennett

With a temporary and, in some cases, permanent shift toward remote workforces, tradeshow and event marketing in particular have seen a massive shift to the virtual realm. Setting the Virtual Event Marketing Strategy. Pre-Event Marketing Mix Example –.

Paper 56

The Right Way to Think about Marketing Mix Models

Customer Experience Matrix

Here’s a fine mess: I was all set to review a paper titled “Marketing-Mix Modeling the Right Way”, partly because I found the title annoyingly arrogant and partly because I have doubts regarding the methodology it describes. But when I tried to find the paper on the vendor’s site, it wasn’t there. That being the case, it would be improper to critique it here. Problem is, I now have marketing mix modeling on my mind.

15 B2B case studies show how content marketing drives ROI


70% of content marketers are creating more content than they did a year ago (source: Content Marketing Institute ). 35% say they have a documented content strategy (source: Content Marketing Institute). Content marketing is more important to B2B businesses. Here are 15 B2B case studies. They show how content marketing drives ROI with B2B businesses who: Know their audience. So it took some moxy to launch a content marketing strategy online.

B2B Lead Generation Blog: Should blogs and RSS be a part of your lead generation strategy?

B2B Lead Generation

Recent Posts Learn the New Rules for Selling to Crazy-Busy Prospects BtoB 2010 Lead Generation Guide just published Thoughts on how the human touch impacts marketing performance 5 Steps To Creating A Lead Gen Machine & The Predictable Revenue That CEOs Love 100 Tips for Trade Show Lead Generation LinkedIn B2B Lead Generation Roundtable Group Turns One Lead Generation 2.0 Positioning: How To Test, Validate, And Bring Your Idea To Market

RSS 120

Confessions Of A B2B Marketer

Marketing Insider Group

Skip to content Home About Michael Brenner Appearances B2B Marketing Insider Michael Brenner's Blog on B2B Marketing Content Marketing Demand Generation Mobile Sales Alignment Search Marketing Social Media Strategy December 1, 2010 12 Subscribe Confessions Of A B2B Marketer Share Just in case you are wondering, I am not going to start spilling crazy secrets that might put my job in jeopardy. So what happened in B2B Marketing?

B2B 170

The B2B Marketer’s Guide to Mastering Digital Attribution

Marketing Insider Group

The lack of rightful accountability is often quite prevalent in marketing and sales. This can also make it quite difficult for marketing teams to be totally honest with themselves and identify weak strategies. Marketing tools and channels generate huge amounts of data today.

Improve Your Content: From Passive to Interactive

The ROI Guy

Marketers are investing a substantial portion of their budget on content, consuming 28% of the average marketing budget, with 55% planning to increase this spending over the next year ( CMI / MarketingProfs). The value your buyers place on content, and the large investments you are making, mean that getting your content marketing mix right is more important than ever. More white papers, More infographics, More videos.

10 Secrets To Help You Succeed In B2B Content Marketing

Marketing Insider Group

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. Top Priorities & Unique Challenges for B2B Content Marketing. White Papers.

Help 274

B2B Marketers Focused on Long Term Tend to Outperform the Competition

Sword and the Script

B2B marketers that outperform peers are more likely to devote 40% or more of their marketing budget to long-term goals Good things really do come to those who wait. All said, the number of those committed to long-term thinking in marketing has dwindled.

Survey 118

The Hyper-Personalization of Content Marketing


Personalized marketing is more relevant, more targeted, and better perceived. Check out the “ Five Key Trends in Gartner’s 2015 Digital Marketing Hype Cycle ” or the “ 15 Mind-Blowing Stats About Personalization ” What is Personalized Marketing? Most of us have already had some sort of experience with personalized marketing. Personalizing Marketing with Field Merges. Personalizing Marketing with Dynamic Content. Case Studies.

The Quest for Unified Marketing Measurement

B2B Marketing Directions

Multiple research studies have shown that measuring marketing performance remains both a top priority and a major challenge for most marketers. These research findings show that marketing performance measurement is still very much a work in process. of total marketing spending.

B2B Content Marketing: Will Video Kill eBooks?

B2B Lead Generation

“With the rise of content marketing, a lot of businesses get stuck in the eBook rut,” saysLinda West ( @ misslindawest ), Director of Digital Marketing at Act-On Software , a rapidly growing company that makes a marketing automation Software as a Service (SaaS). A Shift in Customer Behavior in Content Marketing. For example, Aberdeen noted that marketers using video are growing revenue 49% faster than those who don’t use video. Marketing Innovation.

Video 242

10 Written Content Formats For Effective Content Marketing


While marketers are turning their attention to visual content, let’s not forget that written content is still an important component of any effective content marketing strategy. White papers. Case Studies. White Papers. Case Studies.

Improving the B2B Customer Experience with Interactive Content

The Lead Agency

According to the Content Marketing Institute (CMI) , more than three-quarters (81%) of marketers think interactive content is more attention-grabbing than content that isn’t interactive. While these tactics are often used in the B2C landscape, B2B marketers should take note.

10 Easy Steps to Streamline Your Marketing Process to Build Your Brand

Unbound B2B

In this blog post, we shall discuss precisely how you can build your brand, reach your target audience, and convert them into long-term customers using a ten-step streamlined marketing process. Thoughtful consideration of how you market your business requires you to be conversant with a few fundamentals. Jeff Bezos, arguably one of the best marketers ever, says that ‘Your brand is what other people say about you when you’re not in the room.’. What Is a Marketing Process?

How to Avoid the Digital Transformation Trap

Full Circle Insights

Deloitte Insights report describes the economic effects of the pandemic as “a case of acute disruption,” noting that COVID-19 accelerated digital transformation as a matter of necessity. Marketers will need to reconcile those two forces in the coming months. White Papers.

CMO 56

Why the Customer Experience Starts with Internal Alignment


The dust from the content marketing storm has settled. Content marketing is no longer the next big tactic, or the go-to buzzword. It now enjoys a stable spot in the marketing mix, and marketers embrace content as a critical component in their strategies. The reality is that content has saturated the market. They demand a more strategic approach to marketing content than the typical onslaught of blog posts, white papers, and case studies.

The Disconnect Between B2B Content Marketing and Customer Engagement

Industrial Marketing Today

The majority of Chief Marketing Officers (CMOs) consider customer engagement as their top priority according to a recent study done by Forbes Insights and George P. The New Rules of Engagement: CMOs Rethink Their Marketing Mix is based on a survey of 314 marketing executives at companies with more than $500 million in annual revenue. Fifty-six percent of the participants were primarily B2B marketers and the remaining 44% were B2C.

Order 186

The Beautiful Game: A Guide to Attribution Reports with Salesforce

SmartBug Media

For marketers—especially those in B2B and/or who have a long sales cycle— campaign attribution is critical to understanding which channels are winners and which are dead weight. Use Case. In Salesforce, you will not be able to integrate UTMs natively unless you have Marketing Cloud.

Should Your Company Invest in Interactive Content Marketing?


B2B marketers have a number of different types of marketing tools available to them – marketing automation, analytical platforms, and social media platforms just to name a few. What’s even harder to determine is what new marketing initiatives you need to add to your marketing mix. To help you decide whether interactive content marketing is right for your organization, we have answered three important questions we commonly hear from our own prospects.

How Technology Marketers Can Reach CIOs


As a technology marketer targeting CIOs, you’re likely aware that roadblocks stand in the way of communicating with them. With so many competing priorities and so much at stake, it’s not surprising that CIOs have built a virtual firewall around themselves to prevent salespeople and marketers from reaching them. Therein lies the opening for the empathetic marketer. To do that, you need to help him where he’s weak — building the business case for technological change.

Full Circle Insights Launches Journey Explorer for Digital Source Tracker, Giving Marketers Visual Insight into the Customer Journey

Full Circle Insights

maker of comprehensive sales and marketing performance measurement solutions, today announced a major enhancement to its popular Digital Source Tracker product: Journey Explorer, which allows marketers to visualize the customer journey. White Papers. Case Studies.

CMO 52

We’re All Re-planning our B2B Marketing Budgets Now

Full Circle Insights

With no future current participation, we’re seeing a lot of restructuring and planning going on in B2B marketing organizations, where marketing teams are thinking about ways to allocate more of their budget to reinvestments in digital marketing. White Papers. Case Studies.

B2B Sales Cannot Live on Inbound Alone

Sales Engine

Inbound marketing , a term popularized by Hubspot, is all about producing content that extends the boundaries of company-owned web properties in order to catch the attention of prospects and entice them to engage with your web properties, including social channels and blogs. That’s where an integrated marketing process comes into play—it takes more than inbound tactics to move a prospect all the way to a sale. He writes, “The point is to keep doing complete marketing.

Sales 139

Post-Pandemic Operations: What to Keep and What to Change

Full Circle Insights

The considerations will vary from company to company, but in all cases, it will take a thoughtful approach — and employee input — to get it right. To keep customers and employees safe, in-person events were canceled for more than a year, and marketing teams shifted focus to digital outreach.

CMO 56

Customer Spotlight: How Integrate Uses Full Circle to Maximize Agility

Full Circle Insights

The share of marketers who report adopting an agile marketing approach has been growing , as we find that the pandemic accelerated implementation of agile techniques – with their budget-friendly and shorter project timelines. How Marketing Performance Measurement Drives Agility.

CMO 60

The Return of In-Person Events Makes Measurement Even More Important

Full Circle Insights

For B2B marketers, one of the most consequential disruptions was the inability to hold in-person events, which are often the top lead gen tool. But B2B marketers are by definition a creative group, and many made the shift to all-digital lead gen work in short order. White Papers.

What Moms Really Want for Mother’s Day: Equal Pay

Full Circle Insights

White Papers. Case Studies. Full Circle Method for Digital Marketing Overview. Optimizing Marketing Outcomes Over Time. Optimize Your Marketing Mix in Salesforce. Building a Solid Case for Attribution to the CMO. Build vs Buy Marketing Analytics.

CMO 56

Full Circle Insights Rolls Out “Full Circle Enterprise” Product Bundle

Full Circle Insights

maker of comprehensive sales and marketing performance measurement solutions, today rolled out a new product bundle: Full Circle Enterprise, which combines the company’s popular Response Management with Funnel Metrics, Campaign Attribution and Digital Source Tracker products. White Papers.

Google AdWords for B2B Organizations: 8 Questions Leadership Should Ask

KoMarketing Associates

As I reviewed Salesforce 2015 State of Marketing report, I was encouraged to read that even though search engine marketing took a backseat to more “popular” programs such as social media and mobile marketing, it is still considered a highly valuable and effective component of the marketing mix. Do we utilize any display or banner advertisements in our PPC mix? From our case study: L-com Global Connectivity Case Study.

Full Circle Insights’ Digital Source Tracker Wins 2021 BIG Innovation Award

Full Circle Insights

maker of comprehensive sales and marketing performance measurement solutions, today announced its Digital Source Tracker was named a 2021 BIG Innovation Awards winner in the “Technology Product” category presented by the Business Intelligence Group. White Papers. Case Studies.

CMO 56

Marketer Showcase: Jason Hinojosa of Icertis


While the purpose of most marketing events is to make new connections, our favorite part is when we run into existing (and awesome) connections. After the bustle of setting up for B2BMX in Arizona, we were excited to see the smiling, familiar face of our marketer pal and client Jason Hinojosa, Account Based Marketing Manager at Icertis. How does content marketing fit into your overall marketing strategy? . Any words of wisdom to share with your marketing peers?

SEM 43

Building Agility Throughout Your Martech Stack

Full Circle Insights

As more marketing teams embrace agile methods, marketing leaders are increasing their focus on measurement out of necessity. This can get complicated for marketing teams that have dozens of solutions in their martech stack, all of which produce their own metrics out of the box.

Build 56

Architectural Choices: Connecting Clicks to Sales in a Digital Environment

Full Circle Insights

For marketers, the data silo problem has been exacerbated by the pandemic-driven shift to digital outreach. Data is indispensable for marketers who are looking for ways to operate more efficiently and precisely demonstrate their contribution to company revenue. White Papers.