Tue.Dec 11, 2018

How to Target Generation Z in B2B Marketing

KoMarketing Associates

b2b marketing for generation z. The time for those in Generation Z to go into the workforce is fast approaching, and in some industries, already here. Generation Z are those born in the mid-1990s to the early 2000s, the first age group to come after millennials.

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Thinking beyond the quarter: 5 ways content marketers can aim for long-term success

Tomorrow People

Successful content marketers put their audience’s informational needs before their own desire to drive sales. This blog uses CMI data to show why that’s a sound strategy. You’ve just got home and you’re hungry. So you take a steak out of the freezer, and throw it into a hot pan.

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6 Variables Making Buyer Insights Driven Sales Transformation Critical By 2020

Marketing Insider Group

For the past few decades, solution-based selling was the dominant theme in building sales organizations. Solution-selling methodologies and training proved to be a big business. B2B organizations reworked their sales organization and invested heavily to be more consultative with buyers.

10 Best Email Apps for Small Business Owners


Guest post by Sam Hoffman. As a business owner, you have to worry about every little detail concerning your digital marketing strategy. It’s not enough to build the perfect, intuitive website and learn about the basics of content marketing and WordPress hosting.

The Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

Say Something New: 10 Ways to Justify Original Research

Marketing Insider Group

By Michele Linn “I am so tired of having nothing new to say. I feel like we are having the same conversation again and again.” That’s what a fellow marketer (and friend) said to me recently.

More Trending

DiscoverOrg’s Tech Transformation: How a Data Company Became a Tech Company


The best way to prepare for the future is to understand the past: You have to know where you came from. And to direct future growth and change, you need a vision, and the right people and structures in place. When DiscoverOrg started out in 2007, it was a data company.

Top 10 ABM Mistakes

The Point

I may not be a market analyst, but from what I see working with our agency’s B2B clients , it seems to me that, in the language of technology adoption lifecycles, Account-Based Marketing (ABM) stands at that pivotal junction – what Geoffrey Moore calls the “chasm” – between early adopters and early majority. The hype around ABM has subsided. That mad rush to jump on the ABM bandwagon (for Fear of Missing Out) has given away to more practical considerations. Is ABM a fit for our company, our product, and our audience? How can ABM best coexist with a more traditional funnel-based demand generation model? What are the key elements that make for a successful ABM initiative? When so many technology vendors claim to be an “ABM solution,” what are the smartest investments? There was a time, not so long ago, when Marketing Automation went through a similar transition. In the giddy, early days when solutions like Marketo first arrived on the scene, the reigning view was that the technology was all a company needed to solve their lead management and email marketing woes. But then reality kicked in, and companies realized (and are still realizing, to this day) that technology alone, without adequate resources, people, planning, strategy, content, and creative, won’t solve anything. So it is, I would argue, with ABM. Many early adopters are showing real success, but a sizable number have seen their lofty ambitions for ABM fall short. Why is that? In talking to clients about how to better achieve ABM success, here are what we see as the most common pitfalls, misassumptions, and ABM mistakes: 1. Measuring the wrong thing. ABM is radically different from inbound, funnel-based demand gen in many ways, and it starts with how to measure success. Not only is ABM success not measured by clicks, conversions, and leads, but the KPIs may vary according to campaign stage. For example, in the very early stages of an ABM campaign, success is best measured by Account-Based Awareness and Account Engagement. In later stages, the measuring stick is more likely to be Sales Qualified Accounts, Meetings, or Pipeline. 2. Thinking that ABM is a 60-day initiative. One of the most common misperceptions about ABM is that it’s a quick fix. ABM is typically best-suited for companies selling complex solutions to buying committees at large enterprises. These are not impulse purchases. ABM can be a highly effective way to navigate a long, complex sales cycle, but the marketer who thinks that an ABM program is going to convert cold names to pipeline opportunities in a few short weeks is destined for disappointment. As I wrote in this earlier post , ABM is a strategy, not a campaign. 3. Lack of personalization. One of the cornerstones of ABM is that it is primarily, if not exclusively, a “one-to-one” approach vs. “one-to-many.” Implicit in that one-to-one principle is the need to personalize messaging, content and creative in order to maximize relevance for, and engagement from, a particular account, buying group, or individual decision-maker. If you’re simply recycling the same broad messages and demand gen content for your ABM initiative, it’s unlikely to generate the results you’re looking for. 4. Failing to get sales sufficiently involved (planning, engagement). The days of simply throwing unqualified leads “over the fence” to sales are long behind us, and marketing’s role in the sales cycle is greater than ever. Nowhere is that more true than with ABM. ABM is not solely a marketing initiative, and moreover, without the buy-in, advice, and active involvement of sales and sales management, starting early in the planning process, the performance of any ABM initiative is greatly compromised. 5. Shortchanging message, offer and creative. B2B marketing is more technology-driven than ever, but technology without the right message, offer, and creative simply empowers you to – as industry observers have put it, “generate more cr*p, more quickly.” Like Marketing Automation before it, ABM is no exception. ABM technologies lend efficiency, accountability, and scalability to the process. But they are only part of the total investment. Top 10 #ABM Mistakes via @spearmktg. Click To Tweet. 6. Not having the right technology. It may seem contrary, therefore, to argue that – message, offer, and creative aside – technology is still an essential part of the ABM puzzle. Can you execute ABM effectively without technology? Certainly. (Just as you can nurture leads without marketing automation.) But the lack of appropriate technology, and forcing legacy systems to do things they aren’t built for, can jeopardize success. 7. Attempting ABM on the cheap. As I discussed in this earlier post , attempting to execute on ABM without careful planning, audience definition, sales enablement, executive buy-in, personalized content, and dedicated technology is a recipe for disappointment. Like it or not, ABM is an investment. Any shortcuts in planning, content and other processes and resources are likely to have a proportionate effect on results. 8. Not knowing your audience. Creating personalized messaging and content is one thing. But personalization relies first on understanding your audience, defining an Ideal Customer Profile (ICP), defining key personas within the buying committees at your target accounts, and doing the research it takes to develop and document the pain points and value propositions most likely to resonate with those specific individuals. Relevance relies first on talking to the right person, and then knowing what makes that person tick. 9. Ignoring the buying cycle. I’ve made the case elsewhere that part of the appeal of ABM can be attributed to 1) an inability of many companies to effectively nurture leads through the funnel, and 2) the impatience of sales executives as that process runs its course. Even the most successful ABM strategy does not eliminate the buying cycle. ABM can help generate awareness and engagement and even meetings, and bring your company to the table so to speak, but it does not inherently abbreviate the sales cycle. Many an ABM initiative fails not from lack of success per se, but misaligned expectations. 10. Approaching account selection like a wish list. ABM journeys often begin with asking sales for a list of their target accounts. And therein lies the first mistake. Account selection is not the same as compiling a wish list. Selecting a list of target accounts should revolve around finding those organizations that are the best fit for your solution, not simply those companies that sales wants most to penetrate. Look at your own customer data. Are there industries that have a higher renewal rate? Or leverage technologies like Predictive Analytics and Intent Data. They ignore assumptions and sales bias, and help marketers find the “high propensity” accounts that genuinely, and scientifically, are most likely to buy your solution. Photo by rawpixel on Unsplash. The post Top 10 ABM Mistakes appeared first on The Point. ABM Account-Based Marketing B2B Marketing Campaign Strategy Demand Generation Marketing Automation Marketing Technology ABM agency ABM best practices ABM Consultant ABM consultants ABM mistakes ABM Strategy ABM success Account Based Marketing

ABM KPIs to Measure (and those to ignore)


Do you want to be able to measure the success of your account-based marketing program? Here are a few account-based marketing KPIs you can use. Account-Based Marketing Reports & Analytics

Where’s marketing technology headed? Chris Jacob, Director of Product Marketing for Salesforce Marketing Cloud, shares his thoughts.


Hello Readers and welcome to a new series on marketing technology! As digital marketers, we know our technology infrastructure is crucial. In this series, you’ll hear from the people behind the top marketing technology products out there.

Win Sales Calls with Webinar Production

Speaker: Dawn Baron, President, Passion Profits Consulting, and Shelley Trout, Webinar Producer, Aggregage

As a B2B marketer in 2020, you are being asked to do a lot: brand building, create content, build position as thought leader, generate leads, create ongoing touchpoints with prospects, and ideally generate sales calls. And do all of this with limited resources and time in a crowded world that is fighting you for attention. That’s a big challenge, and we believe a key part of the answer to that challenge is the smart application of webinars for B2B audiences. If you have held back on doing webinars because of the level of effort, or if you want to up your webinar effectiveness, then you won’t want to miss this unique presentation with expert webinar producers Dawn Baron and Shelley Trout.

Facebook Audience Insights and Socialbakers: Your Guide to Better Marketing


Facebook audience insights is the bread and butter of any digital marketing campaign.But building a successful ads campaign is more complicated than simply diving in, as errors and poorly researched decisions can quickly deplete your budget.To

How to Determine the Success of Your Content Marketing Strategy

BOP Design

How do you decide if your content marketing strategy is effective ? That’s the main question we will be answering in this article. Proper Tracking for B2B Content Marketing.

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The Ultimate Guide to SEO Copywriting How to Write Content Google Will Like


Copywriting is the craft and sometimes art of writing words to achieve a specific purpose, usually to sell something. SEO copywriting is writing content for the specific purpose of better ranking the content, or the page that contains it, in search engine query results.

How To Write An Incredible Elevator Pitch


When was the last time you hit refresh on your elevator pitch? If you have to think about it or worse, realize you … Read More. The post How To Write An Incredible Elevator Pitch appeared first on Grow With Kabbage. Marketing

5 B2B Marketing Trends that You Can't Ignore in 2020

Speaker: Pam Didner, Marketing Consultant, Author and Speaker

Pam Didner, B2B tech marketing consultant, speaker, and author of Effective Sales Enablement and Global Content Marketing, will present the essential marketing trends you need to know in 2020. She'll discuss digital challenges that marketers commonly face and share actionable solutions and templates you can apply to your job in real-time.

Marketing-for-Leads Guide: Step 4 – Define “qualified sales lead”

Sales Lead Insights

Step 4: Determine the definition of a “qualified sales lead” with which marketing, sales and corporate management agree. Your goal as a marketer is to help generate sales. Although there are some steps in closing sales that are out of your control, what you can do is identify qualified sales leads up front. If marketing, […]. The post Marketing-for-Leads Guide: Step 4 – Define “qualified sales lead” appeared first on Sales Lead Insights.

Bop Design Listed as Top Global 75 B2B Design Company

BOP Design

At Bop Design, our holistic approach to marketing is dedicated to helping our clients move their businesses forward. We credit our success to a team that is reliable, communicative, and innovative.

How to Improve Your Social Media Channels


Having a social media presence is vital in today’s online marketing atmosphere. You’ll attract new customers, learn from your competitors, and engage with current customers. Social media usage has grown to historical levels: 2.34

LinkedIn Lead Gen Forms: 9 Best Practices for Increasing Conversions


Last week we published a piece on Lead Ads and why B2B marketers should harness them into their campaign strategy. This time, we’re zooming in on LinkedIn Lead Gen Forms, which unlike their predecessor, take a mobile-first approach to help marketers capture more quality leads using pre-filled forms. Although LinkedIn has released this format back […]. B2B Marketing B2B Marketing Tips Lead Generation LinkedIn

Key Trends in Marketing: Thought Leadership

Thought leadership is a highly effective marketing strategy that highlights an organization’s talent, experience and passion while answering the most pressing questions faced by its target audience.

The Modernization of Makeup: Advertising

Brandwatch Marketing

The beauty industry is going through a major change in the way they advertise. Celebrity ambassadors are being replaced by YouTube vloggers as the main advertisers. Advertising consumer packaged goods cosmetics CPG cpg industry makeup

Is This a Bad Idea? A Checklist for Evaluating Content Topics


People in the content world talk a lot about ideation—how to generate topic ideas for new content, how to figure out what your audience wants to consume, how to keep. The post Is This a Bad Idea? A Checklist for Evaluating Content Topics appeared first on Kapost Content Marketing Blog.

Create an Awesome Facebook Cover Video In 3 Minutes


Did you know that you can now create a Facebook cover video in just a few minutes? And, that you can enhance your page and attract more fans and shares simply by doing that? Well, it is true. And, with this article, I will walk you through the basic steps of video cover creation and […].

2,019 Marketing Trends to Watch in 2019


It’s that time of year again: preparations for the new year are in full swing, from full blast holiday music flooding every department store to magazines announcing the seven kinds of juice cleanses that will kick off your new year right.

Why and How to Dominate Google's Featured Snippets

Speaker: Kathleen Booth, VP of Marketing at Prevailion

Until recently, getting to position #1 on the search engine results pages (SERPs) was the holy grail of digital marketing. Now, Google has introduced featured snippets - effectively creating a “position zero.” Through real-world examples and case studies, learn why owning the featured snippet is so important, how to dominate position zero, and what impact it will have on your traffic and leads as the future of search continues to evolve.

4 Tips for Creating Powerful Email Subject Lines

Schubert B2B

These days, almost everyone is drowning in emails. Take a look at anyone’s inbox and you’re bound to see an assortment of emails –from spam and discount codes to newsletters and messages from friends and colleagues.

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The Myth of More in Sales

Fusion Marketing Partners

Today, I’m writing specifically to sales leaders, though the myth of more applies to anyone in sales. We are about […]. Guest Expert Contributor

The Secret to Gaining and Retaining Leads


New business owners often set out with one immediate goal in mind: to gain customers. You want to prove that your product or service is something people want and need, and you want to make sales and make money to create a viable business. But making sales typically doesn’t happen quite that easily. Before you […]. The post The Secret to Gaining and Retaining Leads appeared first on The ONTRAPORT Blog. Marketing Automation

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3 Signs Content Marketing Is Marketing


For many established marketing teams, content marketing is also a fairly established function. These teams have a general understanding of the value of content and are using it to educate and engage customers, all in turn for their loyalty and purchasing power.

Maximize Results Of Attending A Trade Show

Attending trade shows helps your business find new prospects and make connections. By downloading this white paper, you will learn how setting goals and adding pre-planning to every trade show and industry event you attend makes a considerable difference.

Book Your Holiday Travel with Marketing Must-Reads


By Holly Celeste Fisk, Content Operations Manager. Confession: I don’t sit still well. So of course I don’t board a plane without a book to make the most of the time I spend trapped in a narrow seat 30,000 feet in the air.

The Ultimate Guide to Affiliate Marketing


If you’ve ever came across Tim Ferriss’ iconic book on how to just work four hours per week, you’ve probably dreamed of sipping a Mojito on a beach while your money worked for you in the background while you sleep. One of the main ideas he constantly talks about is the concept of passive income.

Reviews and press coverage still matter for movies


Earlier this year, we proved that high page views to online articles about movies correlates to box office success. Knowing online attention connects to a real world impact, I started wondering about publicity: what kind of early publicity makes an impact on a film’s ultimate success?

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