2016

Account Based Marketing and its Growing Interest Among B2B CMOs

Oracle

In his Forbes piece published last month, contributor Daniel Newman shared a quote from Megan Heuer, Vice President and Group Director, Data-Driven Marketing, at SiriusDecisions: “Companies of all sizes are trying out ABM, from expanded efforts in very large global companies to laser-focused go-to-market models in lean startups. The next question is whether ABM will go from being a trend to becoming a dominant strategy, forever replacing ‘spray and pray’ in the B2B mindset.”

Industrial Email Marketing for Targeting Engineers in Long and Complex Sales Cycles

Industrial Marketing Today

Industrial email marketing doesn’t get as much respect as it deserves. I’ve read articles where people have claimed that email marketing is dead thanks to social media. That is simply not true when it comes to industrial marketing. Let’s say you are a provider of engineering services and you sell to the Medical Device industry.

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How Empathy Will Grow Your Sales and Marketing Pipeline

B2B Lead Generation

Writers note – This as a primer for my session at Dreamforce 2016 next week. We have more marketing channels and more content than ever before, but it’s become harder to actually connect with customers. Today’s crazy-busy customers are weary of pitches, cold emails, hype, and manipulative messages, and as a result, they tune them out. Neuroscientist, Antonio Damasio stated, “ We are not thinking machines that feel, we are feeling machines that think. ”

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Six Ways CMOs Can Capture Audience Attention in the Online Community

Tomorrow People

Stand our in the digital landscape and with the right content to attract attention and create an online community.

11 Email Deliverability Strategies to Reach the Inbox

With nearly 1 in 5 emails from U.S. senders failing to reach the inbox, deliverability challenges still plague senders and prevent email campaign success. Check out this deliverability guide for actionable strategies and real-world examples of companies applying smart inboxing tactics.

The 9 Circles of B2B Marketing Hell

bizible

B2B marketing and sales is a drawn out process that takes months, or longer, to convert leads to customers. That extended timeframe means tons of touchpoints, multiple leads from single accounts, lots of nurturing, and too many opportunities to fall into marketing hell. But, if you know what to avoid, it’s much easier to navigate the marketing landscape and steer clear of traps. Below, read about the 9 circles of B2B marketing hell and what you can do to avoid them. click to view larger ).

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More Trending

How 3 Top Brands Are Using Long-form Storytelling in their Content Marketing Strategies

RockContent

In the last few years, many marketers have favored short, snackable pieces of content over the longer in-depth counterpart. It was assumed that long-form content (1,200+ words) had no place in a world of tiny phone screens and 140 character limits. However, recent studies have shown the opposite; long-form content is the comeback queen. More specifically, it’s non-fiction long-form storytelling that’s really having a moment right now.

Selling into the “hidden opportunity market”

Avitage

We used to say, “sell ahead of the RFP.” ” Then, for more than a decade we’ve been telling clients, “sell ahead of your competitive herd.” ” Now we’re telling them, “sell into the ‘hidden opportunity market’ ” As a result of recent client work, I’ve re-examined CEB’s Challenger Customer for clues on how to improve B2B sales practices, especially for sales content.

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7 Signs that You’re NOT a Thought Leader

Marketing Craftmanship

Thought Leadership is perhaps the most widely used and consistently abused strategy in professional services marketing. There’s diverse opinion regarding what it is, and fuzzy expectations with respect to its benefits. Our simple definition is that Thought Leadership is a content marketing strategy designed to leverage intellectual capital as a means to engage target audiences. The practical benefits of Thought Leadership are delivered through the power of “intrinsic selling.”.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

by Delwar Hossain. The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing. For good reasons too. Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with customers.

5 Key Elements for Building a Successful Data-Driven Product

When selecting data providers, companies must ensure they’re tapping into comprehensive, high-quality streams of fresh information which can be easily integrated into their products in a privacy-compliant manner.

CEO Insights: AI-First, the Overhype, and the Last Mile Problem

Ignite Tech

AI is hot, I mean really hot. VCs love it, pouring in over $1.5B in just the first half of this year. Consumer companies like Google and Facebook also love AI, with notable apps like Newsfeed, Messenger, Google Photos, Gmail and Search leveraging machine learning to improve their relevance.

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Solving the Multi-channel Conundrum: How to Leverage Your Marketing Data for Success

Oracle

Who are you really marketing to? It may sound like a crazy question, but it’s increasingly difficult for marketers to answer these days. Prospects and customers can no longer be seen as having a single customer journey. They exist, operate, and interact with brands on multiple platforms, devices, and channels. More than 60% of UK adults online use two or more devices daily.

Effective Industrial Content Marketing Requires Working Closely with Subject Matter Experts (SMEs)

Industrial Marketing Today

If you are responsible for industrial content marketing at your company, you know it is a challenge and can be a daunting task to engage with engineers and technical buyers.

4 Ways to Humanize Marketing to Fit Your Buyer’s Journey

B2B Lead Generation

We need to stop treating our customers like objects and treat them like people. So how do you humanize marketing to fit your buyer’s journey? It starts with us being human first by recognizing their humanity. I don’t know about you, but I’ve become weary of all the “personalized” emails that I’m receiving lately. It’s not that they’re all bad (but plenty of them are); it’s because, at the core, there’s something deeper going on.

The Retailer’s Playbook for Customer Acquisition

This playbook outlines the four phases of program development and illustrates each point with real-world case studies from retailers that have found success.

Personal Traits Versus Business Skills: Creating the CMO Fit for the Future

Tomorrow People

When today's CMOs started out their first marketing roles, they couldn't possibly have predicted the challenges that they would face when they reached this milestone in their careers. So what does the modern CMO look like?

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Content On Steroids - Maximize the Value of Your B2B Content (Without Actually Writing More Content)

bizible

With around 27 million pieces of content being published online each day, there is no doubt that pushing your content to your target audience has become an uphill task. One has to devise creative ways of making their content stand out so it can give them positive ROI. If you want your old content to continue giving you returns on investment, here are some of the ideas you can use to exploit its potential. Rework and Repost.

The 60 Best Marketing Speakers To Rock Your Event

Marketing Insider Group

When it comes to developing our skills as marketers, content providers and world-class communicators, it helps to learn from the best marketing speakers the world has to offer. Speaking at Marketing Events and Business Conferences is one of the great honors and passions of my career! My goal is ALWAYS to help the audience understand […]. The post The 60 Best Marketing Speakers To Rock Your Event appeared first on Marketing Insider Group. Content Marketing

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Does Live Video Make Sense for Your Content Marketing Strategy?

RockContent

You can find a ton of stats about the rise of live video. They’re all impressive. We spend hours upon hours thumbing through Snapchat Stories every week, and Facebook Live is great at distracting hard-working, focused employees during business hours.

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Going Beyond Account-Based Marketing: Why ABM-i is the Wave of the Future

Evolve beyond account-based marketing and create a hyper-personalized approach that considers stakeholders as individuals. Learn 8 strategies to use data and technology to create scalable yet personalized ABM programs.

Recapturing Lost Leads: Going After Form Abandoners

The Point

What to do if a prospect comes to your landing page, starts to fill out the form, but doesn’t complete the task? Form abandonment and cart abandonment campaigns are standard practice for B2C and ecommerce marketers, less so for those of us B2B types who deal in leads vs. transactions.

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Matt Spangler of Compass Disrupts an Industry With Content Marketing

Sales Engine

Coming from a creative agency and media production background that includes Tribeca Enterprises (owners of Tribeca Films and the Tribeca Film Festival), Matt Spangler was looking for an opportunity to apply his skills to disrupt a larger industry. In October 2014, he found an opportunity to do just that in real estate with a New York-based company called Compass. “I

How Hubspot Sparked A Movement Behind Their Brand (Just Like Beyonce)

Influitive

Never mess with the Beyhive. That was the advice of angel investor, VC, and former CMO of Hubspot, Mike Volpe, who kicked off the recent Advocacy Advantage roadshow in Boston on September 19, 2016. His main goal: illustrate the sheer power of fanatic, loyal advocates. In the case of Beyonce, her dedicated fans (known as. The post How Hubspot Sparked A Movement Behind Their Brand (Just Like Beyonce) appeared first on Influitive.

Customer Marketing Ideas: Cate Vanasse of Egencia

Lattice

We’re deep into our series of Q&As with leading practitioners in the customer marketing space. If you’ve missed our interviews

7 Data-Driven Lead Generation Strategies That Drive Growth

Delivering sales-ready leads is a constant challenge for B2B marketers. Check out these 7 strategies to find and target high-value prospects who are ready to buy, and motivate them to act.

A Deeper Look Into B2B Demand Generation

Oracle

We just completed our third annual B2B Enterprise Demand Generation Study , which evaluated the maturity of the demand generation function within enterprise organizations. While the results are showing incremental improvement overall, it is clear that organizations are still looking to master the art and science of demand generation. Here are some of the statistics that jumped out and what they mean for those in B2B marketing.

Making Industrial Content Marketing Engaging for Engineers and Industrial Buyers

Industrial Marketing Today

Industrial content marketing is facing a big challenge because manufacturers are struggling to make it more engaging for their target audience. They have a good grasp of industrial content marketing’s contributions at the top of funnel but can’t quite connect the dots when it comes to measuring its effectiveness in driving sales.

Tips on how to use LinkedIn for Better Lead Generation

B2B Lead Generation

Have you ever wondered about how can you use LinkedIn for better lead generation and business. development? In this post, I interview Susan Tatum, Partner at The Conversion Company. I met Susan through following her writing on her blog and her work in the LinkedIn community. Brian: What inspired you to do your work with LinkedIn?

Why Most CMOs Are Getting Their Social Media Strategy Wrong

Tomorrow People

CMOs need to evaluate their processes of building business reputation, enabling growth and establishing brand awareness through social media

A New Age of Hybrid Leadership

Speaker: Renee Thomas and Alexis Barone, Wrike Team

There are many myths surrounding the idea of remote work: it will cause laziness, procrastination, ineffective communication, lack of motivation, and employee burnout. As pervasive as these myths were, 2020 swiftly kicked them all out the door. Companies can no longer deny the fact that employees can in fact be productive, motivated, and proactive, all while working remotely. On the other side of the coin, some teams still crave the social, in-person dynamic of work. Enter the new model of work, the hybrid schedule. It's time for project managers to gain a new understanding of what good leadership looks like in the future of work. We were all baptized by fire this past year, so now it's time to look back, learn the big lessons, and gain the insights needed to pivot forward. Join us for our panel with Renee Thomas and Alexis Barone of the Wrike Team, in this discussion about the future of work--hybrid, remote, and everything in between.