Metadata

FEBRUARY 24, 2021

The momentum and uptick in company growth can be attributed to sophisticated B2B marketers embracing growth-focused demand generation technologies, and autonomous marketing operations as a vehicle for scale. Demand marketers from companies like Zoom, Pendo, Thoughtspot, Okta, Workato, and Vonage have experienced as much as a 4.5X

Demand Generation 102

Demand Generation Marketing Analytics Tools Demand Paid Search Agency 102

ANNUITAS

MARCH 1, 2016

One analytics vendor after another is selling you on their ability to analyze and make sense of “any” data. Demand generation leaders know it’s not true, though. So what is the key to better demand generation analytics? We must take a different approach — a structured approach — to demand generation analytics.

Demand Generation 100

Demand Generation Demand Elasticity Analytics 100

Martech

NOVEMBER 9, 2023

Even more concerning is the marketing technology landscape may be headed towards a “killing field,” as Larry Ellison once described the software industry during the dot-com bubble. As a vendor, many of us have seen our clients’ marketing budgets slashed in 2023. For established vendors, servicing debt is getting very expensive.

Marketing Management 108

Marketing Management Marketing Budget Budget Programs Vendors 108

The Point

OCTOBER 1, 2021

In our work with B2B clients , fewer companies are demanding that forms reject personal emails. A primary driver for this trend is the recognition that the buying process is evolving, and that buyers download more content, and are further along in the sales process, before they’re willing to engage with a vendor.

Lead Gen 297

Lead Gen Lead Scoring Lead Ranking Sales Qualified Leads 297

Zoominfo

AUGUST 2, 2020

This engagement activity suggests interest or demand from an audience that they want to purchase a product or service. Accuracy: Generally speaking, the closer a vendor is to the data source — the more accurate the data will be. If a vendor did nothing to maintain the accuracy of their data, they would have very few customers.

Enterprise Management 245

Enterprise Management Ad brokers Work Management Marketing Management 245

ANNUITAS

NOVEMBER 15, 2021

With the sudden shift to remote work at the start of COVID-19, a significant portion of sales leaders were forced to adapt their team dynamic by transitioning their field reps to inside sales—or furloughing them all together. At the beginning of COVID I said we should get rid of our field salespeople, turning everyone into inside sellers.

Work Management 246

Work Management Marketing Management Ad Building Sales Qualified Leads 246

Martech

MARCH 31, 2023

Marketing and technology are two fields that constantly change, and the intersection of the two fields – martech – certainly reflects that. As for discipline-related outlets, MarTech itself is an excellent example for our field. That’s why as martech professionals, we need to develop our skills and knowledge constantly.

Work Management 91

Work Management Marketing Management Training Vendors 91

ANNUITAS

FEBRUARY 13, 2014

This kind of thinking, the kind that stops to discuss, “are we a sales or marketing led organization” is one of the key reasons why most organizations struggle with demand generation success today. Almost half (46%) of buyers still prefer creating a short list of vendors before making the decision to communicate with a sales rep.

Demand Generation 100

Demand Generation Demand Generation Planning 100

Marketing Insider Group

AUGUST 10, 2020

Modern marketing demands that we thoroughly understand our audience and use targeting and segmentation for optimal demand generation. We have seen a steady rise of ABM, an approach where we align demand generation efforts against a predetermined and strategic set of accounts.

Account Based Marketing 331

Account Based Marketing ABM Work Management Marketing Management 331

Litmus

JULY 7, 2022

It requires discipline, governance, and proactivity with teams (and vendors) across your organization. Read on for some of their top tips—or watch the full webinar on-demand here. If you rely on a vendor to help with data, Williams advises designating an internal employee as the data owner who knows it inside, and out.

Data Hygiene 92

Data Hygiene Work Management Marketing Management Email Marketing 92

ANNUITAS

DECEMBER 11, 2023

2 – This also speaks to the need to get more serious about offline engagement channels – perhaps leading to a unique ‘arbitrage moment’ for field marketing in 2024. GTM leaders are experimenting by chasing ‘low hanging fruit’ in their deployments, which is the approach largely being taken by technology vendors, as well. Their approach?

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

The Effective Marketer

MARCH 22, 2012

A must-watch presentation, though, is the keynote address “ The State of Demand Creation “, by Tony Jaros , SVP Research for SiriusDecisions. The State of Demand Generation 2012. Why is demand generation so important? Create sufficient content (how can we possibly keep up with demand for content?).

Demand Generation 100

Demand Generation Lead Ranking Demand Marketing Qualified Leads 100

Customer Experience Matrix

SEPTEMBER 1, 2009

Summary: Net-Results is simpler to use than comparable demand generation systems because it applies the same features to many tasks. But on reflection I realized that Net-Results offers a full set of demand generation functions. Let’s run through the standard demand generation process to see how this works in practice.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Small Business Marketing Marketing Automation Services 120

Customer Experience Matrix

MAY 24, 2009

Summary: let's not forget that most companies are still not even doing simple demand generation. But then it was back to the bubble (so much more interesting than reality) with vendor meetings. The next step, which has barely begun, is for demand generation vendors to deliver solutions that support the new role.

Demand Generation 120

Demand Generation Enterprise Management Marketing Management Demand 120

DemandBase

MARCH 23, 2020

As companies deal with the repercussions and try to assess its impact, we are also facing the difficult realization that demand is likely to decline across most sectors. All conferences and field events are canceled. The Coronavirus is continuing to have a major impact across our society and economy. It’s that simple.

Work Management 129

Work Management Marketing Management B2B Marketing DemandBase 129

Customer Experience Matrix

MARCH 3, 2009

Usability Items for Simple Marketing Programs (note: this is a slightly revised version of the original post, reflecting vendor feedback.) This contrasts with generic rule building interfaces, which require users to know which field holds a particular type of data and may require complex specifications for calculations.

Demand Generation 120

Demand Generation Lead Scoring Lead Ranking Manticore 120

Content4Demand

MARCH 25, 2021

ABM remains high on the priority list of B2B marketers, according to the 2021 Demand Generation Benchmark Survey Report. Here are the top 2021 B2B marketing priorities according to the survey from Demand Gen Report : Chart courtesy of Demand Gen Report. Why does ABM rate so high on the priority list?

Account Based Marketing 84

Account Based Marketing ABM Multi-Channel Content 84

Customer Experience Matrix

APRIL 5, 2009

This leads to more variety as vendors experiment with different approaches to a now-defined problem. Demand generation systems are in that second stage. This means new products reflect the lessons each vendor has drawn from the industry’s history to date. These are not yet standard features on most demand generation products.

Demand Generation 120

Demand Generation Digital Asset Management Demand Marketing Management 120

Customer Experience Matrix

NOVEMBER 6, 2008

I spent a few minutes last week on the Web sites of about eight or nine on-demand business intelligence vendors, and within a few days received emails from two of them ostensibly asking about much earlier visits where I must have registered with my email address. The other vendor on my mind was Birst. Facts can be so pesky.

Work Management 120

Work Management Marketing Management Demand Demand Generation Agencies 120

Seismic

JANUARY 26, 2021

As with any mission-critical program, selecting the right vendor and software goes a long way. In this post, I’ll recount some of the lessons I learned from onboarding a social engagement platform and, ultimately, selecting a new vendor to replace our legacy solution. Pros and cons of early adoption. Moving beyond a legacy platform.

Work Management 98

Work Management Marketing Management Marketing AI Ad Building 98

Customer Experience Matrix

DECEMBER 3, 2008

My little tour of demand generation vendors landed at Pardot just before Thanksgiving. As you’ll recall from my post on Web activity statistics , Pardot is one of the higher-ranked vendors not already in the Raab Guide to Demand Generation Systems. So I was quite curious to see what they had to offer. Back to Pardot.

Demand Generation 120

Demand Generation Enterprise Management Small Business Marketing Pricing 120

Customer Experience Matrix

MARCH 18, 2009

Since that’s critical to many demand generation users, I didn’t want to give a false impression by leaving it out. It’s actually quite a long story, dating back to the company’s initial sales automation system in 1997, followed by its MarketingView demand generation product in 1999. So now the story can be told.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Demand Enterprise Management 120

Heinz Marketing

AUGUST 20, 2021

Do they have fields for and collect location data, job titles, industry, annual revenue, so on? These segmentations then become the fields you want to pay particular attention to when doing a database audit. Which fields are standing out to you as incomplete? Are there fields you could add to your forms to get the data you need?

Ideal Customer Profiles 120

Ideal Customer Profiles Marketing Automation Services Zoominfo Work Management 120

Modern B2B

JUNE 28, 2023

If you’re using a digital demand programme connected to a Customer Data Platform (CDP), your audiences can also be captured as part of the journey, as the CDP will allow them to be connected back to customers at the later stage in the journey. Know the technology At each stage, you need to map the technology involved.

B2B Thought Leadership 52

B2B Thought Leadership Touchpoints Marketing Qualified Leads Lead Ranking 52

Strategic-IC

MAY 30, 2023

You’re stepping away from general demand generation and ‘spray and pray’ tactics, and instead opting for a much more targeted and strategic approach. Build 'white glove' programs If Field Marketing is like your highstreet stores, think of ABM as the luxury brand experience. The same process applies to Account-based Marketing.

Account Based Marketing 62

Account Based Marketing ABM Work Management Marketing Management 62

chiefmartech

FEBRUARY 8, 2021

A month later, I wrote What if 1,000+ marketing technology vendors were the new normal? What about the demand side? It was a real inflection point in the martech industry — both for investors and startups, who started to pour into the space, and for marketers, who began to take martech seriously as a major pillar of their department.

Enterprise Management 141

Enterprise Management Marketing Management RFP Forecasting 141

Binary Demand

JUNE 22, 2023

There are three primary sources to get B2B data: Social media Websites Paid vendors We understand why data quality is important while looking through these three sources. When a company grows or customer demands change, an outsourced data provider will quickly adjust resources, functionality, and support to accommodate these changes.

Lead Generation 98

Lead Generation Enterprise Management Sales Qualified Leads ROI 98

Martech

APRIL 20, 2023

She has 30 years of experience in CX on both the client and vendor side, serves on the advisory board for customer experience at the University of California, Irvine, and is a member of the Forbes Coaches Council. and has been named one of “The 100 Most Influential Tech Women on Twitter” by Business Insider.

Marketing Management 108

Marketing Management B2B Thought Leadership Marketing Analytics Tools Thought Leadership 108

Martech

MARCH 14, 2023

Content production Vendors have been touting AI’s ability to improve creative productivity by eliminating mundane tasks for years. While caution is warranted in mistaking its answers for actual field research, it can: Clearly refine the design of surveys and focus studies by providing a baseline for testing hypotheses and methodologies.

Marketing AI 123

Marketing AI Enterprise Management Paid Search Agency Work Management 123

Customer Experience Matrix

APRIL 12, 2009

I did a Webinar recently ( click here for slides ) about on-demand business intelligence systems, sponsored by Birst. PivotLink is an on-demand business intelligence product. These are exactly the barriers that on-demand systems overcome. the “presentation layer”). Here’s the thing. deliberately-paced IT support.

Demand 120

Demand Business Webinar Metrics Aggregators 120

Navigate the Channel

SEPTEMBER 29, 2023

Instead of responding to hot RFPs for companies that are high in demand, you can do business with a strategic partner who will provide you profits far down the line. You can look at the Chief Marketing Officer as the Head Storytelling Officer if you have trouble remembering exactly what you are supposed to be doing out in the field.

CMO 65

CMO Advertising Agencies B2B Storytelling 65

Jackie Walts

MARCH 2, 2022

For demand generation, the goal is to get someone to willingly give up information so you can sell them your product or services. You know, “generate demand”. Appending has the benefit of a form with fewer fields and you get more reliable data than self-reported.

Landing Pages 56

Landing Pages Tips Marketing Automation Services Autoresponders 56

Metadata

SEPTEMBER 8, 2020

Over the last six months, we’ve been tracking ahead of our goals: inbound demand, demo requests and pipeline have surpassed our expectations by 2-3x. The time is now In our industry, the most dramatically changing field is audience targeting. Metadata is synonymous with demand gen.

Marketing Analytics Tools 85

Marketing Analytics Tools Account Based Marketing ABM Paid Search Agency 85

Inbox Insight

SEPTEMBER 10, 2020

For vendors, knowing more about how their buyers think and what technologies they’re interested in is key to successful content delivery. Our unique content brings together the best content from vendors, brands and tech experts with research conducted by Inbox Insight. Looking at marketing tech in general, the biggest focus is on data.

Marketing Management 72

Marketing Management Marketing Automation Services Research Planning 72

Martech

JUNE 28, 2022

This is no small task, especially when B2B buyers, barraged by untimely automated messages, random cold calls and lackluster outreach from both sales and marketing, are opting out of vendor conversations. The most in-demand marketing skills in a B2B buyer-driven world. Data cannot be used simply to justify or defend marketing spend.

Marketing Automation Services 101

Marketing Automation Services Work Management Marketing Analytics Tools Marketing Attribution 101

Influitive

OCTOBER 11, 2015

However, loyalty can generate revenue on another front: demand gen. The 2015 B2B Buyer’s Survey Report found that 20% of respondents consider peer recommendations one of the top information resources when researching potential vendors (along with web research and analyst reports). Loyal customers draw in more customers.

Loyalty 279

Loyalty Peer-to-peer Ideal Customer Profiles Word of Mouth 279

Launch Marketing

AUGUST 23, 2023

Marketing is a rapidly evolving field, necessitating a candidate who has a unique blend of skills and leadership qualities to thrive in today’s competitive digital landscape. Without insight from these leaders, the marketing team will lack the fundamental knowledge needed to drive demand.

Marketing AI 116

Marketing AI Paid Search Agency Demand Generation Agencies Work Management 116