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Survival of the Fittest: Adapt or Perish, a white paper by Forrester Research

Modern B2B Marketing

by Katie Byrnes The Forrester paper, the CMO Mandate: Adapt or Perish , truly embraces the idea of survival of the fittest. To avoid extinction and survive in the digital age, Forrester explains that you must take the following approach: employ Adaptive Brand Marketing.

Dear CMO, Part 1: Why Your Content Misses the Mark

Act-On

We recently asked a group of enterprise B2B CMOs a simple question: How do you rate the effectiveness of your content marketing efforts in securing business for your company? This is where the discussion got interesting and holds lessons for all marketers regardless of where they serve.

CMO 72

Forrester finds b2b marketers lagging with demand generation

Fearless Competitor

From BtoB Magazine Marketers Lagging in Demand Generation. Jeff Ernst, Principal Analyst, Forrester Research. B2B marketers are doing a poor job with demand- and lead-generation programs, according to a new study from Forrester Research. The report, “The State of B2B Demand Generation: Disjointed,” was based on an online survey of 266 marketing and sales executives conducted in May 2011. Jeff Ogden’s How to Find New Customers white paper is excellent!

The Case For Digital Integrated Marketing

Marketing Action

Today online marketing includes email, websites, social media (in all its many splendors), webinars, search engine optimization, pay-per-click ads, website visitor tracking, and a host of other activities and channels. Consider these questions: How many discrete marketing tools are you using?

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Seven Expert Social PR Guides and Tips

Webbiquity

Public relations (PR) or media relations has long been treated as its own world, separate from marketing. An online ad may be marketing, but the credibility built through PR makes prospective buyers more likely to click on it.

PR 42

70 New (Really) Marketing Automation Stats

Marketing Action

Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. You can find it in the Q2 2011 Forrester Wave™ report.). So we set off to uncover the most recent marketing stats.

Stats 56

Do you deliver more Customer Bottom-line Impact than the Competition?

Tom Pisello

A visionary CMO presenting to other leading marketers recently asked the question: "Do you deliver more customer bottom-line impact than the competition?" Keith Pigues, CMO of Ply Gem Industries, is co-author with Jerry D. Content Marketing and the Forgotten Sales Professi.

73 Experts Reveal B2B Marketing Trends to Leverage in 2017

SnapApp

As 2016 draws to a close, it's time to look forward and see what B2B marketing trends will shape the road into 2017. What trends should B2B marketers be leveraging to break through the noise and create more compelling experiences for their audiences? Marketing automation.

The Aprimo Marketing Summit 2011

Fearless Competitor

The President of Find New Customers , a lead generation company , just returned from the Aprimo Marketing Summit in Florida, where I was host of the B2B track. We also had some superb keynotes, including a hilarious Jeffrey Hayzlett , Celebrity CMO.

The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)

ViewPoint

It's a critical component in the sales and marketing process; yet, most companies aren't implementing it effectively—that is, if they are at all. According to MarketingSherpa research, 64% of B2C and 48% of B2B marketers send out some automated version of this.

Top 3 Challenges in Reaching the BIG Small Business Market

Radius

Over the past few weeks, we have partnered with the CMO Council to host a series of dinners with marketing leaders in locations throughout the U.S. Solution #1: Understand the needs of clusters of small businesses to use account-based marketing techniques at scale. B2B Marketin

70 New (Really) Marketing Automation Stats

Marketing Action

Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth. You can find it in the Q2 2011 Forrester Wave™ report.). So we set off to uncover the most recent marketing stats.

64 B2B Marketing Tools and Resources

Modern B2B Marketing

There is an amazing amount of great content about B2B marketing out there, ranging from trends in demand generation to best practices in lead nurturing, lead scoring, and landing page optimization to how to buy and select marketing automation systems. Best Practices for Lead Nurturing — Blind Date to White Wedding (white paper). white paper). Lead Scoring Best Practices (Buzz Marketing for Technology podcast).

Thought Leadership Interview #8 – Brian Kardon, CMO of Eloqua

Fearless Competitor

I’m pleased to bring you a series of interviews with thought leaders in B2B Sales and Marketing. This time we interviewed a great marketing expert, Brian Kardon, Chief Marketing Officer of Eloqua. As a marketing expert, Brian, what are you observing in B2B sales?

Tom Pisello: The ROI Guy: “Information Overload” Biggest Change.

Tom Pisello

Tuesday, June 22, 2010 “Information Overload&# Biggest Change Agent for Marketing in Next Decade? In a recent article on the 10th anniversary of B2B magazine, marketing leaders were asked to look back on the past 10 years and reflect on the biggest changes in B2B marketing.

CMO 1

Does your B2B Marketing have Consistent Messages?

Connect the Docs

B2B Marketing has become multi-faceted in this digital era. We asked our panel of B2B marketing experts " How can companies maintain branding and messaging consistency across various marketing vehicles that they use? Blog Marketing Interactions Twitter Ardath421.

How does Time affect Marketing Accountability?

Modern B2B Marketing

While top marketers understand that proving marketing’s impact on revenue is essential to transforming marketing into a revenue driver and an accountable part of the revenue team, only 20% of companies say they excel at measuring the business performance of marketing initiatives.

B2B Content Marketing - Less is the New More?

Connect the Docs

We asked our panel of B2B marketing experts " What do you recommend to marketers that create and market content? What kind of content is most useful in each phase of the B2B marketing cycle? Blog Marketing Interactions Twitter Ardath421. Marketing Edge podcast.

ClickInsights: Biggest roadblock to converting marketing leads

Connect the Docs

One of the goals of marketing is to generate leads. We have invited B2B Experts to shed light on the following question: " What is the biggest roadblock to converting marketing leads into the sales pipeline? How do marketers overcome this roadblock? Marketing Edge podcast.

How to measure ROI on creating and marketing content?

Connect the Docs

Measuring ROI on content marketing is not straightforward; that is why most firms put measurement on the back burner. Blog Marketing Interactions Twitter Ardath421. Ardath Albee is a B2B Marketing Strategist. Blog Modern B2B Marketing Twitter Marketo InboundMarketer.

The Content Marketing Question: To Gate or Not To Gate?

Connect the Docs

How should marketers leverage content? We asked B2B Marketing experts: " How should B2B marketers balance the need for free content (helpful for prospects decision making) Vs. the need to have content that produces a steady flow of good leads (that can directed to sales team)?

How should B2B content differ for Business and Technical Decision Maker?

Connect the Docs

B2B Marketing Content falls under 2 broad category - 1. We asked B2B Marketing Experts the following question - "How should content that is addressed to a Technical Decision Maker be different from content that is addressed to a Business Decision Maker? Marketing Edge podcast.

Lack of ROI Measures Threatens Marketing Budgets

Tom Pisello

Wednesday, August 04, 2010 Lack of ROI Measures Threatens Marketing Budgets According to an article by eMarketer, “Is the Click Still King?&# , marketers are still having a hard time connecting their investments to tangible bottom-line impact. Do White Papers Still Engage?

How to put the "Viral" in B2B Marketing Viral Campaigns?

Connect the Docs

Does viral work for B2B marketing? We asked B2B Marketing experts: What are the components of a "good" viral B2B Marketing Campaign? Blog Marketing Interactions Twitter Ardath421. "B2B Marketing Campaigns Need Results Beyond Views" Ardath Albee's Bio.

Marketing Budgets on The Rise. Sign of Economic Recovery, or Head.

Tom Pisello

Thursday, September 16, 2010 Marketing Budgets on The Rise. In perhaps a great sign that the economy may be in better shape than many are realizing, Duke’s Fuqua School of Business bi-annual marketing spending report reveals that marketing budgets are back on the rise.

ClickInsights: What ROI metric should B2B marketers use in this digital marketing era?

Connect the Docs

What types of metrics do B2B marketers need to measure a marketing campaign's success? We have invited B2B Experts to shed light on the following question: "In what ways have metrics evolved with the increase in digital B2B marketing? Marketo's Modern B2B Marketing.

ClickInsights: How to make marketing messages memorable?

Connect the Docs

Which marketing slogan or jingle can you hear in your ear? Which marketing logo or picture appears before your mind's eye? Why do we remember only some marketing messages over others? What are characteristics of a memorable marketing message? Marketing Edge podcast.

Does 'Being Findable' mean 'Being Everywhere'?

Connect the Docs

"Being findable" is very important in marketing today. However, "Being Findable" doesn't mean "Being everywhere" We asked B2B Marketing experts: What does "Being Findable" mean in today's digital age? Blog Marketing Interactions Twitter Ardath421.

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

Connect the Docs

B2B marketers are producing, managing, and distributing marketing content to reach prospects and turn them into customers. Recommended Resources from B2B Marketing Experts. Forrester Blog for Interactive Marketing Professionals. Marketo's Modern B2B Marketing.

Measuring impact of social media

Fearless Competitor

Some very interesting data from Laura Ramos of Forrester Research. It seems that marketers are not practicing what they preach. 569 B2B marketers answered the question “What are your top five B2B marketing challenges?&# (Multiple answers were allowed.). Measuring marketing results (53%). Account for marketing’s contribution to revenue (26% agree strongly; 46% agree somewhat and 28% disagree).

Thought Leadership Interview #9 – Craig Rosenberg, the Funnelholic

Fearless Competitor

I’m pleased to bring you a series of interviews with thought leaders in B2B Sales and Marketing. This time we interviewed a sharp guy in marketing — Craig Rosenberg of Focus.com , but better known as the Funnelholic. Get marketing automation.

ClickInsights: What was your "Aha" moment in 2009? - Part 2

Connect the Docs

I have invited our Panel of B2B Marketing Experts to reflect on 2009 and answer the following question: What was your aha moment in 2009 ? Recommended Resources from B2B Marketing Experts. Forrester Blog for Interactive Marketing Professionals. Marketing Edge podcast.

CMOs: Wield Powers of Influence to Gain a Seat at the Executive Table

ViewPoint

Stephanie Tilton is a content-marketing consultant who helps B2B companies craft content that engages prospects and customers, nurtures leads and advances the buying cycle. F5 successfully aligned sales and marketing and reaped the rewards: Marketing inquiries went from 1.7%

Technology Sales & Marketing - Party Like its 1999?

The ROI Guy

Technology Sales & Marketing - Party Like its 1999? A Q&A with me on latest IT sales and marketing metrics, trends and best practices Is 2006 shaping up to be a good year for IT spending growth? Do the latest increases in IT spending mean good things for IT Sales and Marketing executives? Our partner IDC's CMO Advisory Practice projects that the global marketing budgets of IT vendors will increase by 7% on average in 2006. [1] percent of revenue on marketing.

Technology Sales & Marketing - Party Like its 1999?

Tom Pisello

Technology Sales & Marketing - Party Like its 1999? A Q&A with me on latest IT sales and marketing metrics, trends and best practices Is 2006 shaping up to be a good year for IT spending growth? Do the latest increases in IT spending mean good things for IT Sales and Marketing executives? Our partner IDC's CMO Advisory Practice projects that the global marketing budgets of IT vendors will increase by 7% on average in 2006. [1] percent of revenue on marketing.