Tue.May 23, 2017

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3 Forces Shaping The Future Of B2B Marketing

Tony Zambito

Illustration by Gregor Cresnar. Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets. Which, for the most part, remains an elusive and challenging endeavor. In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting.

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What Demand Marketing Really Means

Marketing Insider Group

All marketing efforts are geared towards one goal—to delight consumers and customers throughout all stages of the buyer’s journey. When audiences are delighted, they become effective brand promoters who can help spread the word about how awesome your products and services are. At the heart of all of this is demand marketing. There are numerous.

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What Should the Sales Close Rate Be?

ViewPoint

I’ve read and heard (from a well-known industry analyst firm) that best-in-class companies close 30% of sales qualified leads while average companies close 20%. Those results factor in lead leakage of between 52% to 86% of the marketing qualified leads put into the top of the funnel. If you do the math, this tells us that sales reps are expected to work 1000 marketing qualified leads down to 14 to 48 sales qualified leads and close 20% or 30% of those leads respectively; and end up with 3 to 14

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What To Do When Your Advocate Marketer Leaves Your Company

Influitive

I want you to meet a pretty cool guy (IMHO): Truman Tang, Director of Marketing, Customer and Advocacy, at Influitive. He’s the mastermind behind our incredible advocate marketing program, Influitive VIP. Truman’s got a pretty long list of accomplishments under his belt, like driving 1,000 customer referrals in a year, running highly effective ABM campaigns.

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The Top 3 Tips for Writing Successful White Papers

In the B2B marketing toolkit, white papers can be a powerful option for reaching decision-makers and experts, presenting them with interesting information that improves their perception of your organization's competence and thought leadership. That said, a poorly executed whitepaper will not only be unable to influence your desired audience but will also come with significant costs that other assets won't incur.

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15 Ways B2B Marketers Can Use Twitter to Drive Business Results

KoMarketing Associates

The wonderful world of Twitter has unlocked business opportunities for almost every type of user – from emerging artists, celebrities, big brands, news sources, and (most importantly for you) B2B marketers. With the mission to give users the power to create and share ideas and information instantly, this social media platform allows B2B marketers to better connect, converse and engage their audiences.

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Data, Information and Knowledge (And What It Means For B2B Marketers)

Lattice

The big data revolution has performed a valuable service in bringing our collective attention to data’s value and the need to manage it properly — especially the customer generated kind.

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5 Essential Tips for Building a Lead Generation Website

Tomorrow People

We've brought together some of our key insights into how to create a website that generates and converts leads.

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Understanding the Artificial Intelligence Hype Cycle, in 5 Stats

Contently

At last week’s Google I/O conference, a few choice terms came up repeatedly. Machine learning. Artificial intelligence. Deep learning. They were mentioned so often that New York Times technology columnist Farhad Manjoo joked that “machine learning” had reached “70 trillion” utterances only a few hours into the conference’s first day.

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How Is Dark Social Affecting Your Brand?

Convince & Convert

The term “dark social” is kicked around every so often by marketers. But what is it, how does it affect your brand, and how you can measure it? Messaging apps continue to be on the rise with no end in sight, and they come with a bunch of new opportunities for marketers. The prize: billions of active monthly users, including coveted millennial and Generation Z consumers.

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The Resurgence of Direct Mail as a Growth Marketing Strategy

Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service

Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.

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Beware the Siren Call of Pre-Qualified Leads

The Point

There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads. Whereas typically, content syndication has meant acquiring leads, at a fixed cost, that are filtered by criteria such as job title, geography, and company size, now many publishers and other lead generation companies are adding the option of BANT criteria such as purchase timeframe.

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Enabling the New SiriusDecisions Demand Unit Waterfall

Lattice

Learn the stages of the new waterfall and how predictive analytics and artificial intelligence supports it.

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How to “Mature” Your Company’s Content Marketing Strategy

Oktopost

Content marketing is certainly not a novelty concept, but it may feel new to plenty of marketers. At least, that’s what 2017 research from The Content Marketing Institute revealed. Although a vast majority of polled organizations—89%—said they were using content in their B2B marketing approach, only 22% considered their efforts to be “mature.

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Chalk Talks: Using Video Analytics for Smarter Selling

Vidyard

One of the keys to a successful sales team today is understanding as much as you can about your prospective buyers’ interests so you can send them tailored messaging and get a relevant and timely conversation started. My name is Terrance Kwok, and this is another episode of Vidyard Chalk Talks, and in this Chalk Talk episode, we’ll be talking about how your sales team can use video to better understand what their buyers are interested in so that they can send that tailored messaging

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Supercharge Your ESG Content This Libra Season

Throughout Climate Week, a feeling of urgency on tackling the climate crisis was palpable. Yet, questions continue to linger about corporate progress. Are we truly moving the needle or are we stuck in a cycle of empty statements and a flood of reports and guidelines? In the latest edition of Navigating ESG Comms Through the Cosmos - Libra Edition , we use Climate Week outcomes to explore how brands can communicate progress credibly.

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3 Sales Tools I Wish I Had When I Was in B2B Sales

Lead Liaison

Ladies and gentlemen, account executives, and sales reps everywhere, I salute you. I have tried my hand in business to business sales and could just never get a rhythm down. They warned me going in that it’s hard to get your foot in the door these days – boy were they right! In a market saturated with other office equipment suppliers, I could never quite read exactly how interested my prospects were.

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Clips 101: How to Use Apple’s New Camera App

Hubspot

Marketers and readers agree -- videos and social media make up the next great frontier of content marketing and distribution. The harder question to answer: How do we quickly and easily make those shareable videos our audiences want to see on social media? There are a lot of ways to create video content directly within social media apps. Think: Facebook Live, Periscope, and Snapchat Stories.

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Importing and Exporting Journeys

GreenRope

Importing and Exporting Journeys. By Shay Lucena. If you are familiar with GreenRope’s Journeys, then you understand how powerful they can be. However, what truly makes a customer journey unique and effective is the ability to collaborate and share with the rest of your team. Having the functionality to import and export journeys means that you can easily share your journeys with others.

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9 Reasons Your Marketing Agency's Retainers Aren't Bigger

Hubspot

I've seen the inside of hundreds of marketing agencies over more than a decade, including my own. Most marketing agencies struggle to generate recurring revenue. Many suffer through the ups and downs of the cash-flow roller-coaster because they never make the switch to recurring-revenue engagements. Some inch their way to consistency by securing one, two, and three thousand dollar per month engagements.

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The AI-Enabled CMO: Practical Tips for Today's B2B Marketers

Speaker: Paul Slack, Vende Digital CEO

On October 11th, understand how to navigate the AI landscape confidently, turning insights into groundbreaking strategies that set you apart. Why attend? You'll learn: Practical applications/Use cases How to find and assess the right AI technology Prioritizing quick wins Mastering prompt engineering Solving marketing challenges efficiently Strategies to launch pilot programs Case studies of B2Bs building smarter businesses with AI Exclusive bonus content: Actionable frameworks to get started qui

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Importing and Exporting Journeys

GreenRope

Importing and Exporting Journeys. By Shay Lucena. If you are familiar with GreenRope’s Journeys, then you understand how powerful they can be. However, what truly makes a customer journey unique and effective is the ability to collaborate and share with the rest of your team. Having the functionality to import and export journeys means that you can easily share your journeys with others.

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Microservices Architecture for CMS: The Building Blocks of an Agile Digital Marketing Ecosystem

E-Spirit

The decentralized, distributed nature of the Internet has changed our thinking about how we develop technology. Microservices are a way to break up complex systems into smaller, manageable pieces that communicate with each other via APIs. This type of architecture not only makes technology more scalable but also more flexible.

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Importing and Exporting Journeys

GreenRope

Importing and Exporting Journeys. By Shay Lucena. If you are familiar with GreenRope’s Journeys, then you understand how powerful they can be. However, what truly makes a customer journey unique and effective is the ability to collaborate and share with the rest of your team. Having the functionality to import and export journeys means that you can easily share your journeys with others.

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Taking A Customer Centric Approach To Marketing Technology

VisumCX

Earlier this month Chiefmartech.com unveiled it’s 2017 Marketing Technology Landscape Supergrahic that listed an eye popping 5,381 technologies, which signified approximately 40% growth over 2016. Clearly the marketing technology landscape is showing no signs of slowing down and marketing departments are in a feeding frenzy when it comes to acquiring technology: 70% of marketers stating they expect their martech budgets to increase in 2017, according to a study conducted by WalkerSands.

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Let's Get Physical: How to Blend Direct Mail Marketing with Your Digital Strategy

Speaker: Akeel Jabber, B2B SaaS Investor and Growth Marketer at Horizen Capital

⭐ Are you ready to boost campaign success? Consider the untapped potential of integrating direct mail marketing seamlessly with digital marketing strategies. Combining the physical, tangible impact of direct mail with the dynamic reach of digital marketing can be a game-changer, significantly increasing your ROI when done right. Direct mail grabs attention, making it great for reaching your target audience 📩 Digital marketing keeps the momentum going, driving action 📲 So.

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Importing and Exporting Journeys

GreenRope

Importing and Exporting Journeys. By Shay Lucena. If you are familiar with GreenRope’s Journeys, then you understand how powerful they can be. However, what truly makes a customer journey unique and effective is the ability to collaborate and share with the rest of your team. Having the functionality to import and export journeys means that you can easily share your journeys with others.

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Nine Winning Digital Marketing Strategies From The B2B World

Webbiquity

Guest post by Cheryl Joy. According to recent research from Forrester, digital marketing spend in the US will reach $120 billion by 2021. Spread over paid search, video marketing, social media and other online channels , digital is expected to account for more than 46% of all advertising in the next five years. But what does this mean for brands, especially B2B vendors, that have traditionally relied on more conservative means of attracting their audiences?

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Importing and Exporting Journeys

GreenRope

Importing and Exporting Journeys. By Shay Lucena. If you are familiar with GreenRope’s Journeys, then you understand how powerful they can be. However, what truly makes a customer journey unique and effective is the ability to collaborate and share with the rest of your team. Having the functionality to import and export journeys means that you can easily share your journeys with others.

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5 Ways To Make Your Social Media Shine at Your Next Event

Adobe Experience Cloud Blog

Social media is invaluable when it comes to driving conversations and awareness around your event. It can also help you keep tabs on sentiment, what’s resonating with attendees, and provide a unique way to engage in real time. But creating an event experience is no easy feat. We recently hosted our annual marketing event, Marketing Nation Summit, and I thought I’d share five key takeaways and best practices I learned from planning and running the social media for the event. 1.

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How to Stay Competitive in the Evolving State of Martech

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

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Importing and Exporting Journeys

GreenRope

Importing and Exporting Journeys. By Shay Lucena. If you are familiar with GreenRope’s Journeys, then you understand how powerful they can be. However, what truly makes a customer journey unique and effective is the ability to collaborate and share with the rest of your team. Having the functionality to import and export journeys means that you can easily share your journeys with others.

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How Portfolio Marketing Can Address the Problems of Your “Stretched” Content Strategy

Content Standard

It’s been a long, hard fight for our marketing director. For five years, she’s helped grow her mid-size B2B tech brand into an online presence closer to that of a huge publisher. The team has first position SERPs coming out of their ears, consistently growing site traffic, and a well-oiled machine for producing content. But something still seems off.

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Importing and Exporting Journeys

GreenRope

Importing and Exporting Journeys. By Shay Lucena. If you are familiar with GreenRope’s Journeys, then you understand how powerful they can be. However, what truly makes a customer journey unique and effective is the ability to collaborate and share with the rest of your team. Having the functionality to import and export journeys means that you can easily share your journeys with others.