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A Structured Approach to Demand Generation Analytics

ANNUITAS

Demand generation leaders know it’s not true, though. And most marketing and sales data is just that — garbage. So what is the key to better demand generation analytics? Successful demand generation analytics must bridge the two.

Secret Sauce: 8 Tips from Demand Generation “Master Chefs”

Modern Marketing

by contributor | Tweet this Editor’s Note: Today’s post comes courtesy of Sam Boush , founder and President of Lead Lizard , a marketing automation agency in Portland, Oregon. Sam works with enterprise clients to develop demand generation strategies.

Trending Sources

Common Pitfalls in Demand Generation Strategy

ANNUITAS

It turns out there are some common pitfalls among marketers. A couple emails, a webinar and three white papers do not make a marketing strategy. Is your company trying to gain market share or drive incremental revenue? Content is obviously a key part of any marketing strategy.

What is Demand Generation Marketing?

Act-On

The role of demand generation marketing is evolving along with technology, enabling B2B marketers to get better at filling the pipeline with actual opportunities versus just a bunch of leads. Now why is this relevant to the role of demand generation, you may ask? Today’s Demand Gen Marketer is a key cog in your marketing machine, fueling your sales pipeline. Marketing has to be able to prove ROI.

Back to Basics: Tips and Tricks for Demand Generation Success

Modern B2B Marketing

Author: Mary Kate Francis If you’re a B2B marketer, you’re probably familiar with demand generation in one way or another. Maybe you’ve been working in demand generation for several years or you collaborate with the team on cross-channels campaigns.

Prevent Demand Generation Failure with Buyer Personas

Tony Zambito

Recently, Adam Needles, Left Brain Marketing’s VP of Demand Generation Strategy, posted a thought provoking article entitled Why Do (Well-intentioned) B2B Demand Generation Efforts Fail? Image by justin_levy via Flickr.

How to Have a Successful Marketing Automation Implementation

ANNUITAS

Now that you’ve selected your marketing automation platform (MAP), it is time to implement. Marketing automation is not a one size fits all approach and each implementation must be done to align with the current business systems and processes currently in place. Your marketing automation journey can be broken down into these four areas: Evaluation and selection, Demand Generation Strategy , Optimization, and Implementation of the system.

The B2B Lead Generation-Demand Generation Book “Hall of Fame”

NuSpark

B2B lead generation and lead management is a complicated process that can’t be detailed all in one book. It’s easier said than done which is why firms like mine exist, to implement proper lead generation tactics that build revenue. General B2B Marketing & Lead Generation.

17 Lead Generation- Demand Generation 2015 New Year’s Resolutions

NuSpark

As a demand generation firm, we are consistently reading about new technology, strategy, and tactics that contribute to a client’s lead generation efforts. I have an RSS reader with 150 or so blogs to stay up to speed on the ever changing world of demand and lead generation. Content Marketing. We do this for clients, but for NuSpark Marketing I am not consistent enough with my own blogging. White papers and eBooks are excellent lead generators.

The Future of Buyer Personas is Social - Part 2

Tony Zambito

In part 1 of this reflection on the future of buyer personas, I focused on how it is important to leave some of the major misconceptions about buyer personas behind in order to peer into the future.    This has profound implications for buyer persona research. 

Why Personas Fail

B2B Marketing Insider

There’s plenty of fervor around the need for buyer personas; so why do some fail to deliver real value? Today, you can find over 500,000 search results on the topic, most supporting the need for buyer personas as a foundational component of effective marketing. Personas fail: 1.

Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.

The Point

A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation. Marketing automation simply takes nurturing to a whole new level.

5 Signs to Qualify Your Demand Generation Play

LEADership

Despite all the research, trends analyses and best practice sharing, a majority of B2B marketers struggle to determine what the most effective demand generation plays are. FOUNDATION IS SHAKY : For demand generation strategy to work seamlessly, you need a strong foundation.

Trying to Align with Sales? Marketing, You Are the Problem

ANNUITAS

Preliminary Insights into the ANNUITAS Enterprise Demand Generation Study. Last month ANNUITAS launched a Demand Generation Research project focused on large enterprise B2B organizations. Only 43% of marketing teams involve sales in the creation of personas.

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Importance of Context to Understanding the New Social Buyer Persona

Tony Zambito

One of the major outcomes of the recent advances in the social age is the resurgence of contextually-based persona development and its’ role in helping to inform as well as shape strategy.  How Ready is Your Organization for the New Social Buyer Persona? Image via Wikipedia.

Informing Content Strategy with Buyer Persona Development

Tony Zambito

The chorus appears to be getting louder and louder on content marketing in bloggersphere, digital media, and traditional media.    In this case, should CMO’s be looking at content marketing or content strategy as the first order of business on the agenda? 

Buyer Personas Require Qualitative Research and Contextual Inquiry

Tony Zambito

Buyer Persona Development and the qualitative research methodology applied to creating buyer personas have proven to be an effective means for B2B organizations to reach a deeper understanding of their buyers.    The story and narratives of users were told through personas

6 Considerations When Building a Perpetual Nurture Program

ANNUITAS

While some marketers may use the term to refer to a series of “drip” emails that a group of leads receive in a row, it can also be used to describe a perpetual engine serving up relevant content based on a lead’s persona and their place in their buyer’s journey.

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Content Marketing and Sales Enablement Must Get Married

Tony Zambito

The raging waters of the sales and marketing alignment debate continues to make its’ way through the halls of corporate America.    Marketing becoming the home for content strategy and sales enablement finding its’ home in sales

Eric Got Me Thinking About The Next Buyer Revolution

Tony Zambito

In my most recent article, Boost Demand Generation Using Target Ready Buyer Models , a comment was posted by the ever thoughtful Eric Wittlake, author of the blog B2B Digital Marketing and a member of the team at the Integrated B2B Marketing Agency – Babcock and Jenkins.

20 Ideas from Power Users to Power Up Your B2B Marketing Automation

Modern B2B Marketing

Author: Zak Pines We’re at an exciting point in the evolution of marketing automation. Perhaps more importantly, as the industry matures, leading-edge marketing automation practitioners now have many years, or even a full decade, of experience under their belt.

Are Sales Pitches Dead in the New Buyer Experience Economy?

Tony Zambito

The good old days, for some sales and marketing people, were the days huddling up for the big presentation.    Everyone working on their portion of the sales pitch to be sure they are in tune and in the right key – just like an American Idol contest. 

3 Ways To Connect With Today’s B2B Buyers

Tony Zambito

Depending on surveys from such sources as IDC , IDG Connect, DemandGen Report , Forrester , and more, we know that buyers are remaining invisible to B2B businesses and spend only a quarter of their time talking directly to sales when making purchase decisions. Image via Wikipedia.

Buyerology Trend: Think Demand Fulfillment vs. Demand Generation

Tony Zambito

This is the third article looking at buyer trends that will influence marketing and sales in the near and foreseeable future.    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

Social Buyerology: Listening to the Social Buyer

Tony Zambito

  The second, The Research Methods of Social Buyerology , reviewed the types of research methods needed to attain a deep understanding of the new social buyer persona.    Social Buyer Persona Listening. How Ready is Your Organization for the New Social Buyer Persona?

7 Reasons Why Marketing Automation Projects Fail

LeadSloth

Needless to say, Marketing Automation software is very popular today. It can be used for email campaigns, drip marketing, lead nurturing, lead scoring, landing page management and for brewing coffee. If possible, create personas for all people involved in the buying process.

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

In fact, football teams are a lot like marketing automation teams – you need talented players, of course, but you also need dedicated roles, internal coordination, and sound strategy. The Basic Structure of a Marketing Automation Team. Director of Marketing at Marketo. “

How Should I Structure My Marketing Automation Team?

Modern B2B Marketing

In fact, football teams are a lot like marketing automation teams – you need talented players, of course, but you also need dedicated roles, internal coordination, and sound strategy. The Basic Structure of a Marketing Automation Team. Director of Marketing at Marketo. “

6 Ways to Create Rocket-Fuel Content for Marketing Automation

Modern B2B Marketing

Author: Anne Murphy Marketing automation is one of the fastest growing technology segments in business, and analysts predict it will grow to a $4.6 But marketing automation can’t run without content. . Target Specific Segments and Personas.

Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora

The Point

As co-founder and CEO of Captora , Paul is now channeling his expertise into a new generation of marketing technology that captures and converts new buyers across inbound marketing channels. PA] Captora quickly solves three of Marketing’s biggest challenges: 1.

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The Research Methods of Social Buyerology

Tony Zambito

In my article, Social Buyerology: Understanding Buyers in the Social Age , I offered perspectives on the need for a new discipline in B2B Sales and Marketing related to understanding new buyer behaviors and interactions in the social age.  Image by smemon87 via Flickr.

The state of B2B marketing in Asia—moving toward digital

Biznology

A standout in the B2B marketing field is David Ketchum , CEO of the demand generation agency Current Asia , and author of Big M, little m Marketing: New Strategies for a New Asia. David also serves as chairman of the Digital + Direct Marketing Association of Hong Kong.

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The Link Between Lead Nurturing and Buyer Experience Marketing

Tony Zambito

The new buyer experience economy has resulted in shifting the economic value of many sales and marketing tactics over the past couple of years.  Image by kardboard604 via Flickr.

Social Buyerology: Understanding Buyers in the Social Age

Tony Zambito

  This phenomenon is causing turmoil in the rank and file infrastructure of B2B Marketing and B2B Sales.  Social Goals :  buyer behavior, as well as the foundational principle behind buyer persona development, is goal oriented. 

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Plan for the Social Buyer Before It’s Too Late

Tony Zambito

  If you are a Chief Sales Officer, when was the last time you checked how often your sales teams are making contact with potential buyers?    What we are seeing is the rising importance of social marketing and social selling.  Image via Wikipedia.

The ROI of Marketing Automation

Modern B2B Marketing

by Jon Miller Marketing automation is a technology that streamlines and automates marketing tasks so companies can increase operational efficiency and grow revenue faster. In other words, companies don’t buy marketing automation to automate their marketing.

Measure Your Way to Lead Nurturing Success

The Point

Demand Gen Report just published “ Top B2B Marketers Measure Lead Nurturing Effectiveness to Boost Performance ,” a special report in which they address the whys, whats, and how tos of measuring lead nurturing’s true impact. the company is generating the wrong type of leads.

Getting Started Guide for Marketing Automation

The Effective Marketer

With all the (deserved) hype surrounding marketing automation, is no wonder that many companies, startups especially, are adding the technology as a key component to their marketing activities. Problem is, sometimes the rush to get the software installed and running ends up trampling the creation of processes, content planning, and other key ingredients that are necessary for a successful marketing automation implementation. Step 2: Buyer Personas.

Engage the Social Buyer Persona

Tony Zambito

  A key component for engaging the social buyer persona is that an organization today must offer avenues of engagements that buyers choose.    Social buyer personas today expect transparency.  How Ready is Your Organization for the New Social Buyer Persona?

THE HACKIES: How a marketing automation company hacked their own marketing org

chiefmartech

It can be awful easy to look at technology as an end unto itself — an answer to all your problems as a marketer, rather than a way to arrive at answers on your own. Since their creation, marketing automation [latforms have been engines for demand generation.