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B2B Demand Generation Best Practices: 10 Proven Ways to Improve Your Results

KoMarketing Associates

A few B2B marketing strategies did particularly well in 2020, and demand generation was one of them. For the marketers who were able to pivot quickly, many B2B demand generation best practices helped to ease the pain of 2020.

Jim Kruger, CMO of Polycom: What to Change in Your Demand Generation Strategy to Double Your Sales Pipeline [Podcast]

Crimson Marketing

That is the principle that Jim Kruger, CMO and EVP of unified collaboration solutions provider Polycom, brings to his demand generation strategy. On this episode of Moneyball for Marketing, Jim shares with us some of the initiatives that have helped Polycom measure and improve demand generation from the top to the bottom of the funnel, and explains how the results have led to a bigger strategic seat at the table for Marketing within his organization.

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4 Steps for Getting Your 2013 Demand Generation Plan Going

Oracle

I don’t know about you, but I’ll be spending the next few weeks, head down, coming up with a demand generation plan for 2013. It’s different for every organization, but there are some simple steps to shake off the cobwebs and get started. Here’s the 4 step plan I’m using to build next year’s a demand generation plan. This may seem simple enough, but you’d be surprised how many organizations start with no clear goals.

Atri Chatterjee, Act-On Software CMO: The Top Challenges Facing Integrated Demand Generation Marketers and How to Overcome Them [Podcast]

Crimson Marketing

Websites, blogs, review sites, social search, video, podcasts, physical stores, trade shows, print media and webinars are but a few of the marketing channels that sellers must contend with to deliver their message and impact demand generation. “As As a marketer, you have to start looking at how is your campaign going to work across those different channels,” says Atri Chatterjee, CMO of leading automation company Act-On Software. Demand Generation Podcasts

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Demand Generation Maturity

Ledger Bennett

TAKE THE DEMAND GENERATION MATURITY INDEX SURVEY NOW In fact, I can’t even count the number of times a CMO has pressured timescales. For a journey that takes typically 3-years, most CMO’s request 3 quarters, with some aiming for 3 months. Greg Dorban Demand Generation Maturity. Each time the challenges feel unique to both the individuals and their business, but in fact, they exist across other organizations with similar structures and maturities.

3 Demand Generation Trends to Watch in 2019

ANNUITAS

Adobe announced that consumer demand for personalized content reached an all-time high in 2018, a theme that underscored some of the most prominent trends of the year. In this new world where 42% of buyers become “annoyed” by non-personalized content, adoption of account-based targeting strategies and innovative marketing technology solutions is growing rapidly in marketing organizations. The post 3 Demand Generation Trends to Watch in 2019 appeared first on Annuitas.

3 Mistakes to Avoid When Developing a Demand Generation Strategy

ANNUITAS

Well-intentioned CMO’s may find themselves signing for a fancy new marketing automation platform only to wake up 18 months later in the proverbial drip-campaign gutter with little memory of how they got there and little to no attributable revenue to show for it. Developing a comprehensive Demand Generation Strategy is not a simple task. Contrary to what you might want to believe, your demand generation program isn’t about your company.

What Type of CMO Do You Have?

ANNUITAS

It’s been a while since you’ve heard from the ANNUITAS blog– and we’re very pleased to be back – but we’ve spent the last year creating a lot of new content centered on helping our customers find the answer to a very specific question: What type of CMO do you have? Frustrations with Demand Generation. Lack of Trust in the CMO. Two Types of CMO. The Fournaise definition of an “ROI Marketer” stands up really well as a description of a Revenue-Focused CMO.

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Buyerology Trend: Think Demand Fulfillment vs. Demand Generation

Tony Zambito

  This article looks at how buyers are seeking fulfillment in their efforts to achieve goals and what this means to the future of demand generation.  Buyer Trend: On A Quest to Be Demand Fulfilled. The conventional as well as social buyers of today can be said to be on a quest to have their demands fulfilled.    Buyers today are developing a sixth sense and becoming fairly astute at knowing the difference in how an organization is thinking. 

Bring more innovation to your demand generation now

Markempa

Do routinely look for ways to drive innovation with your demand generation approach? That’s why I interviewed Jeanne Hopkins ( @jeannehopkins ), CMO at Lola.com on how marketers can bring more innovation to demand generation. I feel and have always felt, that my job is to generate revenue - Jeanne Hopkins Click To Tweet Driving more innovation with demand generation How did you start thinking differently to drive innovation with demand generation?

Don’t Duct Tape Your Demand Generation Right Now: Adopt a Strategic Approach to Demand Marketing

ANNUITAS

The crisis that’s emerged from the coronavirus pandemic has forced B2B marketing teams to look at their demand programs in a new light, and an ugly truth has emerged. Only 21% said they are aligned with their sales counterparts in developing and measuring demand generation programs.

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Execute Your Vision: 6 Steps to Activate Your Demand Generation Plan

Heinz Marketing

Latané Conant (CMO at 6sense) in her new book No Forms. 6 Steps to Activate Your Demand Generation Plan. Transparency is key to building trust within an organization and trust within an organization is essential for success.

Transforming Your Demand Generation is More Than Improving Skills

ANNUITAS

There is little doubt that the role of marketing is changing at light speed and many organizations are looking for ways to change and improve to keep up. One of the key areas of CMO-focus in response to this change has been to attempt to acquire the right skill set, a more modern marketing skill set. While acquiring the right skill set is proving to be a challenge for CMO’s, it is not the only place they should be focusing. So what is a CMO to do?

A 14-Point Credo for the B2B Demand Generation Samurai

LEADership

The values that your organization and your team uphold can benefit hugely from the thought leadership and philosophy that you practice and share. Does your organization have a manifesto? Here is an insightful Infographic on the B2B Lead Generation Manifesto. B2B Demand Generation Credo—14 Principles to Live By. Here is my recommended 14-point Demand Generation Samurai Credo. . Effective lead generation is not a sprint but a marathon.

B2B Demand Generation: Expert-Driven Insights in 2018

Launch Marketing

As B2B demand generation and buyer behavior continue to evolve, engaging your buyers requires various strategies, tactics and tools. it can be easy for startups and mid-sized B2B organizations to feel overwhelmed. As marketers in fast-paced and smaller-sized organizations are being asked to accomplish more with fewer resources, marketing technology solutions can empower marketers to do more. blog lead generation

Business Leaders Not Satisfied with Marketing Success Metrics

ANNUITAS

Preliminary Findings from the ANNUITAS 2019 Demand Generation Performance Survey. Receive a copy of the ANNUITAS 2019 Demand Generation Performance Survey when it becomes available by clicking here. Most of our ANNUITAS Perpetual Demand Generation® work was being requested by C-level and Sales leaders with revenue responsibility – not CMOs, as we had previously suspected – and they are frustrated with Marketing’s performance in and around Demand Generation.

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The Future of Demand Generation & What It Means for B2B Marketers

Integrate

This was a key takeaway from the Content Marketing Institute’s (CMI) “Future of Demand Generation” virtual roundtable led by CMI’s Chief Strategy Advisor, Robert Rose. Integrate’s CMO, Scott Vaughan , joined Mathew Sweezey , Head of Thought Leadership at Salesforce , and Sangram Vajre , Co-Founder of Terminus , for 45 minutes of B2B marketing real-talk. The Current State of B2B Marketing & Demand Generation. The Bottomline on the Future of Demand Generation.

Where is Your Demand Generation Program on the Effectiveness Quotient?

LEADership

In a recent chat with the CMO of a software services company, I asked him about the progress of their latest demand generation campaign. of marketers who believe their demand generation campaigns are effective.”. success rate for demand generation program effectiveness! He shared with me this Infographic: the B2B Enterprise Demand Generation Benchmarking Study from Annuitas. Resources to Boost Demand Generation Campaign Effectiveness.

Master Content Marketing to Drive Demand Generation and Engage The Right Audiences

Integrate

Demand generation organizations are no longer measured by the volume of leads generated. Consequently, 73% of marketing organizations state that focus on lead quality over quantity is their number one goal in the year ahead. This means that our demand generation and content marketing strategies must also evolve to deliver on these new goals. Mastering Content Marketing Strategies to Drive Demand Generation. Demand Marketing

How Marketing Technology Helps Scale Global Marketing Organizations (with David Rowe, Rimini Street CMO)

Crimson Marketing

Enterprise level marketing professionals understand the increasingly vital role of technology in marketing, but often lack the experience and peer support to optimize technology use for growth in their organizations. Not so, for David Rowe, CMO of enterprise software support company Rimini Street, an unlikely marketer who found his way over to “the good side” by accident, after an early career as an engineer and technologist.

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How A CMO Uses Storytelling To Engage Audiences

Oracle

Jeremy Duerksen is CMO at Peaksware. What we did talk about, however was things like storytelling, email, demand gen, data and more. Olenski: How do you define Demand Generation? Duerksen : Demand Generation is anticipating and responding to the needs of a target market with tactics aligned with product, sales and support to enlist customer advocacy and enable inbound discovery. Olenski : What are some examples of demand gen tactics Peaksware uses today?

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The Top B2B CMO Challenges

LEADership

As I’ve always said, especially in B2B marketing and lead generation, you have to prepare for a marathon with a strong determination to reach the big win despite small failures along the way. In one particular instance, I knew that the lead generation program we were running for one of our clients was not working as it should. Remember this— 5 Ways to Recognize B2B Lead Generation Failure…and Move On. Ask whether your lead generation program allows a 360° view.

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Jamie Barnett, Netskope CMO: How to Earn Trust and Get Buyer Attention with Thought Leadership

Crimson Marketing

Irrespective of whether they buy ours or anyone else’s,” says Cloud security firm Netskope’s CMO Jamie Barnett, “(buyers) have to justify their decision….And Engineering Success: Jamie calls it “absolutely critical” that marketing have a seat at the engineering table, and explains how to package content so that your VP of Engineering or Chief Scientist will have a stake in the success of your company’s thought leadership led demand generation program.

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CMO’s…It’s Time to Align with Your CIO

ANNUITAS

Gartner’s projection that the CMOs would spend more on technology by the year 2020 grabbed quite a bit of attention and seemed to bolster CMO’s and their quest to spend more. The marketing technology landscape is massive and certainly technology is needed in order for CMOs to do their jobs effectively – but just because the CMO is soon to be spending more on technology does not mean that the CIO is irrelevant to the mission of a marketing department.

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CMO Leadership and B2B Lead Generation Lessons in 2014

LEADership

At the start of this year, we started the monthly CMO Spotlight Series. To round off the year, here is a summary of each featured CMO’s “pearls of wisdom”. Are Your CMO and CIO Married? They should be, and that’s the leadership secret of a successful organization, says Jim Davis, Senior VP and CMO at SAS. Read 6 ‘Secrets’ of Jim Davis’ New-Age CMO Mindset. GE CMO, Beth Comstock firmly believes that. According to Judith Sim, CMO of Oracle Corp.,

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How Do You Do Demand Generation and ABM at the Same Time?

Engagio

The rise of Account Based Marketing has sparked a great debate: should we do ABM or demand generation? The same goes for ABM and demand gen. The question that always follows is “so, how do you do demand gen and ABM at the same time?” ” On today’s vlog to answer that question is Heidi Bullock, CMO of Engagio. She’s done her fair share of both demand gen and ABM, so she’s the perfect person to help us answer this question.

CMO Spotlight: 5 Questions B2B Marketers Should Ask

LEADership

CMO Spotlight: Jon Iwata, SVP, Marketing & Communications, IBM. In response to the great feedback on our CMO Spotlight Series in 2014, I’m happy to continue with it this year. Based on Jon Iwata’s approach to marketing, here are 5 important questions your B2B organization needs to ask: 1. Jon emphasizes the need for effective demand generation when selling to businesses.

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4 Reasons Your CMO Will Love Marketing Automation

Oracle

by Jesse Noyes | Tweet this Today’s guest post comes courtesy of Jennifer Pockell-Wilson, Vice President of Marketing & Demand Operations at Eloqua partner Demandbase. You want to maintain consistency through your global demand generation efforts. But this has traditionally been more challenging for Marketing Execs than for Sales, because the act of Marketing can be seen as abstracted from the act of revenue generation.

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CMO Spotlight: Alan See, Forbes “Most Influential CMO on Social Media”

LEADership

This CMO Spotlight Series features some of the most imminent thought leaders of our time. Alan is the Principal and CMO of Alan See CMO Temps, LLC and a Forbes Most Influential CMO on Social Media. Of course, we need data, we have to study buyer behaviour, we have to generate and analyze reports—but somewhere, in the midst of doing all that, we need to stick our heads out and look our customers in the eye.

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ClickInsights: How can B2B marketers use content effectively for demand generation?

Ambal's Amusings

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. Keeping a Closer Eye on Content ROI – CMO Council. The act of using content to generate demand for a complex sale is a long-term proposition. Keeping a Closer Eye on Content ROI – CMO Council.

The Impact of Peer Engagement on The Customer Buying Journey

Measure Up Marketing

We live in a peer-bound world,” says Chandar Pattabhiram, CMO for Coupa. Often the people involved in the B2B buying process have different roles within the organization and, as a result, different peer groups. Expand Who in Your Organization Engages with Customers.

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7 Habits of a Rock Star CMO

LEADership

Well, now I am a CMO, so that dream obviously didn’t work out”. As the CMO of a successful B2B marketing company, he absolutely rocks his role. While lead generation and ROI are at the top of his radar, he is also highly creative and his business sense is dead on. That’s what a rock star leader does—puts aside personal preference, prejudice and opinion to lead the way, rally forces and make things happen for the greater good of the organization.

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We Launched Fast CMO Magazine, Here's What's Inside

bizible

In September 2017 we launched Fast CMO magazine, a B2B marketing management publication that lets readers meet marketing executives and learn how they run marketing. We live in a fast pace world and content that’s on-demand allows us to consume educational content at our leisure. That’s why we published Fast CMO magazine. In our October issue we interviewed Ray Wizbowski , CMO at Entrust Datacard. In our organization, marketing leads the corporate planning effort.

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Sorry, But “How Many Touches Does it Take to Make a Sale?” is No Longer a Valid Question

The Point

Here’s Kathleen Schaub, now Vice President of the CMO Advisory Practice at IDC, interviewed back in 2011 : “The Internet and social media have triggered a turbulent change – the rich dialog has shifted online and away from the sales person. That means almost three-fourths of the buying process could be over before anyone in your organization has “touched” the prospect in any meaningful way. B2B Marketing Campaign Strategy Demand Generation lead generation Sales 2.0

An Open Letter to B2B CMOs

ANNUITAS

I hope 2014 will be the year when B2B organizations begin a transformation that is led by none other than marketing. Blog CMO role content marketing Demand Generation Strategy demand strategy organizational change organizational transformation

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CMO Spotlight: Jonathan Becher, SAP—TEAMS Work for PEOPLE and deliver EXPERIENCES

LEADership

As marketers, we are typically driven by our corporate goals and brand strategy and yet, many organizations still struggle to maximize team performance. In our continuing CMO Spotlight series, I am happy to feature SAP CMO, Jonathan Becher. See this Definitive B2B Lead Generation Checklist: Part 1 | Part 2. With all this in hand, many organizations still follow an inside-out approach to deliver what they think their customers want.

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CMO Spotlight: Jeremy Burton, President Products and Marketing at EMC Corp.

LEADership

In today’s CMO Spotlight , we feature Jeremy Burton who is the President of Products and Marketing at EMC Corp. Here are some useful tips from Jeremy Burton on how organizations can redefine their marketing to focus on customer-centric marketing and communications. In the typical, siloed organizational structure at most mid-sized to large B2B organizations, teams get too narrowly focused on functions such as “products”, “sales”, “marketing”, “finance”, and so on.

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