Zoominfo

OCTOBER 18, 2022

Lead generation has matured immensely as a marketing discipline over the past decade, with more tools and data available than ever before. But this abundance demands a focused, strategic approach to lead generation that minimizes wasted spending and drives meaningful results. But while the lead-gen-vs.-demand-gen

Lead Gen 130

Lead Gen Startups Demand Allocation 130

TrustRadius Marketing

OCTOBER 3, 2022

Demand generation, or demand gen, and account-based marketing (ABM) have traditionally been thought of as two distinct strategies for B2B growth. Demand gen and ABM share a common goal of driving sales through a focused blend of inbound and outbound efforts. Demand gen vs. ABM.

Account Based Marketing 52

Account Based Marketing Demand Generation Agencies Demand Generation ABM 52

SnapApp

JANUARY 15, 2019

In the same way, if you tried to build a B2B demand generation strategy based on faulty assumptions–or outright myths–you’d probably fail, too. Demand generation marketers, in particular, have a patchwork of myths to work through. The more pitfalls you can avoid as you plan a B2B demand strategy, the better.

Demand Generation Agencies 99

Demand Generation Agencies Demand Generation Top of Funnel Webinar Metrics 99

ANNUITAS

JULY 19, 2016

Marketers talk. But some of the best, most successful marketers I’ve known listened a lot more than they talked. Often that’s because a group of marketers holed up in a room somewhere for a “workshop” and hatched a strategy without any input from buyers. Well, a lot of us do. There’s definitely a disconnect somewhere.

Demand Generation 100

Demand Generation Demand Top of Funnel Generation 100

Hubspot

JULY 15, 2020

We're all too familiar with the dilemma most marketers face: higher expectations, and fewer resources. Plus, there's a lot of rhetoric around marketing strategies and buzzwords that seem complex and hard to implement, only making the water murkier. In essence, account-based marketing is just a smarter way to do B2B marketing.

Demand Generation 94

Demand Generation Account Based Marketing Ideal Customer Profiles ABM 94

Madison Logic

OCTOBER 18, 2023

Marketers have traditionally been forced to make hard tradeoffs between their brand and demand activities and decide how to shift budgets when new challenges arise. In most cases, brand-building efforts typically lose out to demand as marketers focus on short-term initiatives to fill the sales pipeline and generate revenue.

Paid Content 52

Paid Content Advertising Agencies Demand Advertisements 52

Madison Logic

SEPTEMBER 26, 2023

Craig Ziemkiewicz, Director of Product Marketing at Madison Logic with special guest, John Arnold, B2B Principal Analyst at Forrester, discuss leveraging CTV advertising to accelerate B2B brand building and demand generation strategies.

Demand 52

Demand Forrester Webinar Metrics Brand Identity 52

Adobe Experience Cloud Blog

JULY 5, 2016

Historically in B2B demand generation, more has been better too. This is a very important concept to understand in marketing, especially for demand generation. More is not more, and here are three reasons why you should be wary of focusing solely on volume in demand generation: 1. More leads?

Demand Generation Agencies 91

Demand Generation Agencies Demand Generation Demand Lead Ranking 91

Zoominfo

JANUARY 4, 2022

The digital marketing landscape is more competitive than ever — and if you’re not prepared, you’re already behind. Here are four B2B marketing trends to implement (or at the very least, be on the lookout for) in 2022. Forrester also predicts that marketing tech budgets will increase from 19% to 25% in 2022.

Trends 130

Trends Account Based Marketing B2B Marketing Paid Search Agency 130

The Point

JULY 18, 2014

Over at Forrester Research, Vice President Laura Ramos recently talked to Advertising Age (“ Marketers Still Struggling to Get Results from Content Marketing “) about what she perceives as a general lack of return from the investment so many companies are making in content marketing.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

Madison Logic

NOVEMBER 30, 2023

B2B marketing is not just about selling a product or service. With this limited direct interaction from sales, it’s up to the marketing team to tell the brand story and prove to the buying committee members that you’re a provider they can trust through your content and messaging.

Demand 52

Demand Brand Identity Branding Work Management 52

Launch Marketing

MAY 8, 2018

As B2B demand generation and buyer behavior continue to evolve, engaging your buyers requires various strategies, tactics and tools. Recently, LiveOak Venture Partners hosted a network & learn panel discussion with some of Austin’s B2B tech and marketing leaders (including Launch Marketing CEO, Christa Tuttle).

Demand Generation Agencies 48

Demand Generation Agencies Demand Generation Top of Funnel Demand 48

ANNUITAS

AUGUST 19, 2022

My most recent blog posts have proposed a new approach for B2B go-to-market teams — a Converged Growth organizational model. This new organizational model represents a complete rethink of traditional B2B sales, marketing and customer service roles, with blended teams, organized around stewardship of customer journey phases.

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

Marketing Interactions

AUGUST 1, 2021

I just read a recommendation that B2B organizations should allocate 46% of budget to brand marketing and 54% to demand gen. The reasoning is based on an estimation that at any given time, only 5% to 10% of customers are in-market for a category. But I see others breaking the marketing spectrum down like this: Brand – awareness.

Demand 69

Demand B2B Marketing Brand Identity Branding 69

The Point

MARCH 8, 2018

Technology marketers love analyst reports. Sure, they’re expensive to license, but they’re instant fodder for all sorts of content marketing, they bring credibility and name recognition to a campaign, and – bonus – they say nice things about your product. However, in my experience, most tech companies don’t know how to market them.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

Zoominfo

APRIL 20, 2022

Marketers have spent years making sure they get credit for the leads generated by their hardworking teams. Instead, B2B marketers are turning their attention to key performance indicators that showcase how full-funnel marketing efforts can deliver increased performance. In 2020, that figure was down to 47%.

Multi-Touch Attribution 130

Multi-Touch Attribution Zoominfo Account Based Marketing Lead Ranking 130

ANNUITAS

OCTOBER 27, 2016

I just received the latest issue of ABM in Action (October 2016), a monthly eMagazine dedicated to Account-Based Marketing from the publishers of Demand Gen Report, and I had to comment on the lead article. It is near impossible to demonstrate value when the approach to marketing changes continually…”.

Account Based Marketing 168

Account Based Marketing Marketing Management Planning ABM 168

Zoominfo

DECEMBER 20, 2021

Marketing teams spend a huge amount of time and money to find out what motivates their prospective customers. Online chat tools are a cornerstone of this approach, more broadly known as conversational marketing. What is Conversational Marketing? Real-time communication: Messages that are sent and received instantly.

Conversion 130

Conversion Account Based Marketing Zoominfo Planning 130

Customer Experience Matrix

JULY 29, 2008

I’ve been pondering recently how to classify demand generation systems. Note that while this seems obvious, it’s quite different from how analyst firms like Gartner and Forrester set up their classifications. Their ratings are based on market positions, with categories such as “leaders”, “visionaries”, and “contenders”.

Demand Generation 120

Demand Generation Work Management Demand Marketing Management 120

Martech

FEBRUARY 8, 2024

Part one: The promise The birth of marketing technology brought so much potential to the marketing department. I was a young, freshly minted MBA with a background in computer science, and a two-year stint doing software marketing at IBM. Plus, marketing was getting some extra respect in board meetings.

Marketing AI 111

Marketing AI Lead Ranking Ideal Customer Profiles B2B Marketing 111

Oktopost

JANUARY 25, 2024

By incorporating social media into a comprehensive revenue generation strategy, B2B enterprises can deepen connections with their target audience and simultaneously boost sales. To measure the effectiveness of social media initiatives, you should identify specific KPIs aligned with the targeted customer life cycle stages.

Social Media 69

Social Media Top of Funnel Webinar Metrics B2B Thought Leadership 69

Tiecas

MAY 7, 2024

What the heck am I talking about, and why am I suggesting the pillar of B2B industrial marketing success is somehow broken? A more recent variation of that is what I found in an interesting article by Ross Graber, VP, Principal Analyst at Forrester. How does all this relate to industrial marketing? Is this clickbait?

Demand Generation Agencies 52

Demand Generation Agencies Lead Ranking Resources Advertising Agencies 52

Vidyard

MARCH 17, 2015

We frequently go on and on about how video can be more than a high-level brand awareness tool, and can, instead be used strategically to engage more prospects, generate more leads, and impact other influential marketing activities. Here are 9 examples of the strategic use of video for demand gen. Press play and see the gate.

Demand Generation 56

Demand Generation Demand Examples Video Marketing 56

Madison Logic

FEBRUARY 7, 2024

The same mindset can be applied to your 2024 marketing strategy. Forrester Research predicts that poorly personalized content will degrade the purchase experience for 70% of buyers over its failure to demonstrate an understanding of their business needs. Personalization is no longer a nice touch—it’s a buyer demand.

Marketing AI 52

Marketing AI Work Management B2B Marketing Marketing Management 52

Martech

MAY 4, 2022

“It’s provocative [for us] to position ABM as entirely different from the status quo of demand gen,” said Jodi Cerretani, senior director of demand generation at RollWorks, in her presentation at The MarTech Conference. Cerretani distinguishes ABM with these three pillars: Identifying high-value targets.

Account Based Marketing 100

Account Based Marketing ABM Webinar Metrics Effectiveness 100

The Point

DECEMBER 28, 2017

Demand Generation Report just published their 2018 Outlook Guide: The State of Marketing Automation. DGR) What were the biggest changes/challenges for B2B marketers in 2017? (HS) HS) One of the biggest challenges for B2B marketers right now is simply keeping pace with the changes in marketing technology.

Marketing Report 176

Marketing Report Marketing Automation Automation Demand Generation Agencies 176

ANNUITAS

OCTOBER 27, 2016

I just received the latest issue of ABM in Action (October 2016), a monthly eMagazine dedicated to Account-Based Marketing from the publishers of Demand Gen Report, and I had to comment on the lead article. It is near impossible to demonstrate value when the approach to marketing changes continually…”.

Account Based Marketing 100

Account Based Marketing Marketing Management Planning ABM 100

Only B2B

SEPTEMBER 1, 2020

Account based marketing has always been a darling to many businesses. We know Demandbase, a titan lead generation company acquired Engagio. These acquisitions have shaken the B2B market. The obsolete methods of Lead generation are transforming. Now you cannot solve demand generation problems with quantity leads.

Account Based Marketing 152

Account Based Marketing Planning Lead Ranking ABM 152

ANNUITAS

NOVEMBER 13, 2014

ANNUITAS recently published a B2B Enterprise Demand Generation Survey. The study was focused on companies that had revenues above $250 million to gain an understanding of their unique approach to Demand Generation. When asked “How Effective Are Your Demand Generation Programs at Achieving Your Primary Goals”?

Planning 100

Planning Demand Generation Forrester Case Studies 100

Madison Logic

OCTOBER 4, 2023

As more buyers work from home and utilize digital channels for a self-driven buying experience, Connected TV (CTV)—which includes Smart TV’s and other devices that allow brands to reach their audiences through internet targeting—has emerged as a compelling choice for B2B marketers seeking to enhance their multi-channel ABM strategy.

Multi-Channel 52

Multi-Channel Account Based Marketing ABM Advertising Channels 52

Biznology

FEBRUARY 23, 2018

I’ve long observed that B2B marketers focus too much on lead generation, and not enough on current customer expansion and retention, which is, after all, where the bulk of profits lie. When asked, the typical B2B marketer will say that 80-85% of their effort goes to customer acquisition. marketing program? What’s that?

Top of Funnel 205

Top of Funnel Work Management Marketing Management Churn Rate 205

Martech

JULY 14, 2022

B2B marketers have employed account-based marketing (ABM) for well over a decade, of course, but the space has evolved rapidly over the past two to three years. Last year, Forrester Research found the average number of buying interactions occurring during the purchase process soared by 10 to 27 in 2021.

Account Based Marketing 112

Account Based Marketing Enterprise Management Work Management Marketing Management 112

Metadata

NOVEMBER 18, 2020

This blog post is about five weeks late Turns out there’s quite a bit of work to do when the Marketing team hires one person and doubles its headcount. Wanting to be a part of a start-up that’s changing B2B marketing We’ve all seen the MarTech landscape graphic. B2B marketers need to deliver results.

Demand Generation 52

Demand Generation B2B Marketing Planning B2B 52

Only B2B

FEBRUARY 1, 2024

Understanding the benefits of intent data and diving deeper into customer behavior at each step of their journey helps you optimize your marketing strategies. This optimization not only increases customer engagement but also contributes to generating more revenue for your business. This is where the intent data comes into the picture.

Intent Data 71

Intent Data Intent Marketing Strategy Marketing & Strategy 71

6sense

JUNE 22, 2017

Forrester has just released The Forrester Wave TM : Predictive Marketing Analytics for B2B Marketers, Q2 2017. In the first report of its kind for the predictive marketing analytics space, Forrester named 6sense a leader among predictive analytics providers. So you can reach and engage in-market buyers.

Forrester 48

Forrester Lead Ranking Lead Scoring Marketing Budget Creation 48

ANNUITAS

DECEMBER 16, 2014

As 2014 comes to a close, we get to turn our sights to 2015 and prognosticate on what may be in store for those in B2B Marketing in the coming year. Prediction 1: Marketers Will Continue to Struggle to Show the Value of Their Efforts and Investment.

Forrester 100

Forrester Demand Generation Top of Funnel Marketing & Strategy 100

Metadata

FEBRUARY 14, 2024

The demand generation tactics of yesteryear are no longer enough, especially if you’re strapped for resources and leadership is asking you to drive more pipeline. So, what’s the opposite of tracking MQLs and holding on to demand gen tactics of the past? Introducing your company to revenue marketing. Where’s your focus?

Lead Ranking 52

Lead Ranking Marketing Qualified Leads MQL Paid Search Agency 52