Sat.Jun 10, 2017 - Fri.Jun 16, 2017

Strategic ROI vs Attribution: CMOs Must Know the Difference


For CMOs, and all marketers tasked with driving revenue, the constantly-looming question we try to answer is, “where should I spend my next marketing dollar to drive the most impact?” ” An entire job function has been built to answer this question, Marketing Operations, and an entirely new marketing discipline has emerged because of it, Marketing Performance Management.

8 Marketing Tactics That Will Boost Your B2B Strategy

B2B PR Sense

How is your B2B strategy performing? Is it getting you the results you want? As any good coach will attest, you have to continually grow your team’s strengths to keep up with the competition. The same is true with marketing. As modern marketing expands and audiences change, new strategies emerge. If you want to stay on top of your game, you need to regularly add new methods to your playbook.


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Who should own lead generation for a complex sale?

B2B Lead Generation

So, who should own B2B lead generation: sales, marketing or both? You might be thinking, “isn’t the answer obvious?”. It’s not. Let me explain. I hear the same problem over and over. Sales and marketing aren’t doing a great job of executing lead generation because they both believe it’s the others job. And you know what? They’re both right. Here’s what I mean. Companies don’t typically call what salespeople do “lead generation” or “demand generation.”

How To Create “Moments That Matter” With Your Customers


I walked into an all-day meeting back in February, and on one of the tables I saw a piece of notebook paper with my name and a heart written on it. To the side of the paper was a Starbucks tea (I abhor coffee) and a bottle of water.

Your New Schematic for Next-Level Sales Coaching & Enablement

Speaker: Matthew Hawk, President of B2bTrainers

The term “sales enablement” applies to a dizzying array of best practices and technologies. In addition, there is tremendous competitive pressure not to fall behind. No matter where you are in your current sales enablement strategy, one thing is key: success ultimately rides on the habits of your sales managers & marketers. In this webinar, Matthew Hawk will lay out an in-depth schematic for your next-level sales coaching, demonstrate the key activities that comprise success, and walk you through several examples of sales coaching cadences that apply to all salesforce sizes.

How To Create A White Paper That Converts


White papers are often perceived as the more serious older sibling of the eBook. As such, it’s not uncommon for white papers to be—well, boring. But that doesn’t have to be the case. White papers are among most requested resource formats of B2B buyers. They should be in-depth, enlightening, and also: interesting. If not a boring version of an eBook, what is a white paper?

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More Trending

The art of narrative storytelling via social media marketing


I’m always asked about analytics and metrics when it comes to my earned media micro-influencer marketing campaigns, the campaigns that Dan Krueger and I produce for our clients at every day. We respond with too-long awkward pauses because we’re always afraid that our clients don’t get us at all, and that maybe they just wanted to throw some money at Google AdWords and not us.

Marketing Forecasting: How to Build a Strong Foundation for Every Marketing Strategy


How many times have you managed marketing in Excel? What B2B marketers try to answer with average conversion rates and forecast models in Excel, often leads to plans that are time consuming to create, unwieldy, and lack forecasting accuracy. With the advancements in martech today, marketers are able to move out of Excel to accurately forecast and plan for revenue. Here’s how to do it. What is Marketing Forecasting.

How To Get Heroic At Cannes Lions 2017


The word hero or heroic connotes something having to do with something brave or bold and may involve the saving of lives, rescuing puppies or something to that effect. Or if you're of a certain age the word hero conjures up this: Man do I miss those cheesy videos from the 80s. But I digress. Contextually Relevant. When we use the word hero or heroic in the context of marketing, however, we're not talking about rushing in to save the day at the last minute or storming a castle.

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8 Top Content Marketing Questions Answered

Marketing Insider Group

What does a good content marketing strategy look like? Why is content marketing king? How do you get it right, measure it, improve it? Whether you are new to the riveting world of content or are a self-ascribed expert (i.e. content addict), there is always more to learn. In fact, it is an inquisitive nature […]. The post 8 Top Content Marketing Questions Answered appeared first on Marketing Insider Group. Content Marketing

The Best Sales Forecasting Models for Weathering Your Goals

Every sales forecasting model has a different strength and predictability method. It’s recommended to test out which one is best for your team. This way, you’ll be able to further enhance – and optimize – your newly-developed pipeline. Your future sales forecast? Sunny skies (and success) are just ahead!

Predictable Lead Generation Absolves Many Business Sins

The Forward Observer

With a predictable lead generation machine, your firm can get a lot of things wrong and still do pretty well. All you need is seeds, nets and spears. Do you spend a lot of time perfecting your company’s product or service? Perhaps most of your time is spent making sure your company operates like a well-oiled machine. Or maybe you run a sales-oriented company with a well-trained, highly motivated sales team.

Marketing Technology Needs to be Facebook-ized


Marketing technology has come a long way since the fictional Harry Crane got a mainframe installed at Sterling Cooper. In light the continued expansion of Scott Brinker’s marketing tools landscape and the role of marketers in managing the end-to-end customer experience, there’s no doubt technology will play an increasingly important role in the marketing function. The question is: how technical should marketers become? Image credit: A Big Picture Window.

When It Comes To Martech Marketers Can Have the Best of Both Worlds


There is a misconception that consolidation in the marketing technology (martech) industry is forcing marketers to choose between best-of-breed technology providers and multi-solution suites. This misconception was exacerbated by an eMarketer article this past April which began with the very ominous-sounding warning: "The fluidity of the marketing technology space is making it harder than ever for marketers to choose between standalone best-of-breed tech providers and multi-solution suites.”

Marketers: 4 Insights to Look for When Doing Competitive Research

Marketing Insider Group

Guest Post written by Erika Jolly Brookes, chief marketing officer at Springbot The number one rule in marketing is “know your customer.” But what about your competitors? Online retailers invest a lot of time and money analyzing customer behavior trends, reconciling aggregated data to create customer personas for drip programs and ad retargeting. However, many […]. The post Marketers: 4 Insights to Look for When Doing Competitive Research appeared first on Marketing Insider Group.

The Revenue Leader's Guide to Prospecting

Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners

Sales & Marketing departments that work together guarantee higher acquisition, better nurturing, and more effective sales. Join Christopher Ryan for this insightful webinar, presenting the wide funnel lead nurturing model. Don't miss out on this opportunity to get your teams working together and your revenue performance optimized.

6 Reasons CMOs Are Paying Closer Attention To Marketing Attribution In 2017


Michelle Huff , CMO at Act-On Software , started her tenure nearly a year ago and shortly thereafter reviewed the entire marketing technology stack to ensure that Act-On was realizing the value of each technology. This effort creates alignment between technology, programs, and people. Alignment is a big part of the overall responsibility of CMOs. It often takes information sharing among CMOs and business leaders to discover the ways in which success happens in B2B marketing.

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The definitive guide to automating blogs

Tomorrow People

Blogs: they are difficult, time-consuming and very manual. So what's the solution? Automating them of course! This blog will show you how to master this and end all of your problems with blogs once and for all. Marketing Automation

Why walking meetings can be wonderful at work


This is a news flash: walking isn’t just good for your health; it can be good for your job too. If you haven’t heard of the concept of walking meetings, then you should take note because this novel concept can really be the future of having efficient meetings where the ideas flow as you walk and talk. This works for many of today’s most successful business leaders and there is really very little reason why you shouldn’t adopt this concept. The power of the power walk.

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The Role of AI in The Future of Marketing

Marketing Insider Group

Did you know that AI can predict your personality traits better than your spouse of partner, your friend, even your family? That’s one of the key insights I learned last week when I attended Pega‘s Pegaworld at the MGM Grand in Las Vegas, NV. More than 4,000 Business and IT leaders came together to understand […]. The post The Role of AI in The Future of Marketing appeared first on Marketing Insider Group. Marketing Strategy

How to Redirect Your Indirect Channels by Enabling the Right People

Speaker: Jay McBain, Principal Analyst – Channels, Partnerships & Ecosystems

We are in the middle of a major transformation of how companies go to market – in fact, 76% of global CEOs feel that their current business models will be unrecognizable in the next 3 years. Join Jay McBain from Forrester as he unpacks these future trends.

How the World’s Top CEOs Use Social Media


Thought leadership gets a lot of flak in marketing circles. Some of it is fair. “Thought leadership” is jargon for something companies have done forever: trying to position their executives as influential leaders. But just because it’s a new way to refer to an old technique doesn’t mean it’s not effective. New technology has just changed how it’s done. That’s why, much to some people’s chagrin, the term just won’t go away.

How to Use Content as Part of Your Website User Experience

Tomorrow People

Creating compelling content is hard work, but it's one of the most valuable investments you can make in your site. Lead Generation

Digital marketing channels–whole lotta mediocre going on


We’ve seen data recently– reach out and I’ll share it–that showed a lot of “meh” from marketers who were asked what digital channels worked well for them. On one level, we could take this data to mean that all digital marketing is mediocre. That seems unlikely. Instead, I think it’s a result of how easy it is to pop into and out of various digital channels.

Lazy Content Marketing Does Not Inspire the Masses

Marketing Insider Group

Phrases like content marketing, digital marketing, social media marketing, and the like can float past a person and result in a yawn. This yawn is probably because the reader needs some sleep, but lost passion can also contribute to that yawn. When the marketer, whether it is you or another agency, loses the passion for […]. The post Lazy Content Marketing Does Not Inspire the Masses appeared first on Marketing Insider Group.

B2B Pocket Playbook: End-to-End Guide to Sales Enablement

Sales enablement is the strategic process of providing sales teams with the content, guidance, and mentorship needed to engage targeted buyers. It’s all about equipping sales professionals with the tools they need to put their best-selling foot forward. And if sales teams want to continuously sell better -- and faster -- their sales enablement process must have a game-winning strategy. It's time for you to start selling smarter - and hitting your sales number - with the best B2B database in the market. Get started today.

Study: Facebook Surpasses LinkedIn as Most Important B2B Social Media Platform

KoMarketing Associates

B2B marketers are focused on many of the same social media outlets as B2C marketers, but according to new research , usage and importance varies by network. The “2017 Social Media Marketing Industry Report” from Social Media Examiner recently looked at which channels marketers are using to achieve their objectives. The vast majority of both B2B (89 percent) and B2C (97 percent) marketers said that they utilize Facebook, and it’s at the top of both lists.

Lattice is a Leader in the Forrester Wave™


Marketers “will find Lattice to be a proven solution” and that Lattice has “the most consistent performance” across all of the vendors they evaluated

Why every entrepreneur needs a sense of purpose


Too often, we hear stories of depressed billionaires, suicidal pop stars, and burned out CEOs. All of which beg the question: how can someone be so successful yet so unhappy? Society is to blame for this. We live in a world that glorifies the rich and famous, that prizes wealth over wisdom, fame over fulfillment, and power over purpose. Jobs says we have it all wrong. In order to live meaningfully, one must pursue matters unrelated to wealth, which bring us fulfillment beyond material things.

7 Ways Small Business Can Catch Up Using Marketing Automation

Marketing Insider Group

Turning the tables on the big, established operators in your field can seem like an insurmountable task. But it needn’t be. Marketing automation helps us to level the playing fields, giving our small business a fighting chance against the industry titans, and helping us to make up some serious ground. Here’s how… Effortless resource coverage […]. The post 7 Ways Small Business Can Catch Up Using Marketing Automation appeared first on Marketing Insider Group. Marketing Strategy

How to Drive Revenue Through Retention Marketing & Sales Enablement

Speaker: Ruth Stevens, President of eMarketing Strategy

In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.