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Are White Papers Dead?

The ROI Guy

Traditional white papers are likely the staple of your content marketing portfolio, and for good reason. According to a recent IDG survey, 84% of buyers leveraged white papers as a key resource to help them make a purchase decision.

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New White Paper and Eloqua Prospect Profiler

Customer Experience Matrix

Eloqua yesterday announced Eloqua Prospect Profiler , which makes it easier for salespeople to review prospect behaviors that are captured by the demand generation system. Back to Eloqua Prospect Profiler. But whether this is truly unique to Eloqua, I can't say.

Trending Sources

Alinean Launches Interactive White Papers

The ROI Guy

Overcomes Marketing Information Overload, Transforming Traditional White Papers into Dynamic, Personalized Engagement Tools Alinean, the leading creator of value-based interactive sales and marketing tools for B2B vendors, today launched a new demand generation tool for B2B marketers – Alinean Interactive White Papers. Alinean Interactive White Papers help B2B marketers better attract and connect with today's overloaded, skeptical and frugal buyers.

Define and Conquer: Tips to Improve Sales and Marketing Alignment

Modern Marketing

The following is the first of a two-part series on strategies to bridge the gap between sales and marketing. At its best, the relationship between sales and marketing is like a fresh romance. Sales still tells marketing it appreciates all the hard work and revenue contribution.

How to Drive More Sales with Intent Data


B2B Marketing and Sales leaders are constantly looking for the next innovative method to give them a competitive edge – particularly in driving revenue for their business. The first use case for persona scoring models is to prioritize inbound leads and the handoff to sales.

4 Content Marketing Metrics Trends and Best Practices

Modern Marketing

In the report – Eloqua Community: The State of Content Marketing 2014 , we teamed up with LookBook HQ to understand how well content marketers align their content with their buyer’s journey. Bob Smith downloaded our white paper presumably with the intent to read it) and actual behaviour (i.e.

5 Strategies to Help Teams Thrive after a Merger


From blog post to webinars to random white papers, everything needs to be pulled together into one central system. Benefit : Brand guidelines support alignment and help eliminate never ending updates. Here are a few stats that might help prove my point.

Top Content Marketing Challenges, Benchmarks, and KPIs

Modern Marketing

by Amanda Batista | Tweet this As buyers navigate the research and sales processes independently, marketing organizations have realized the need for more sophisticated engagement strategies. Company authored white papers (52%). Company authored white papers (41%).

How to use Video in your Email Marketing Campaigns


In this post I’ll share some tips and tricks to help everybody add the special sauce and really amp up their nurturing campaigns. The whole point is to attract new contacts and guide them into the sales funnel.

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5 Steps to Feed the Content Beast

Modern Marketing

She works primarily with financial technology firms to refine their integrated marketing strategy and content marketing programs, helping them facilitate the customer buying process. for you based on their work creating the core white paper or report.

Simplifying Video Marketing: 5 Ideas To Get Started

Modern Marketing

Ask questions of your CTO, marketing team, sales team, everyone. What is a question you can help answer for your audience? People just want to understand ideas better and whiteboarding has always been a great way to help illustrate a solution. by Christina Pappas | Tweet this.

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5 Tips for Creating Effective B2B Marketing Videos

Modern Marketing

As buyers become decreasingly trusting in sales content, capturing the voice of the customer helps support value add relationships. With more tech buyers conducting research over mobile devices, video is easier to consume than, say, a white paper.

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How to Measure Email Success in 2015: A Call to ROI

The Point

Improving email campaign measurement won’t generate more leads or better leads, in and of itself, but it will help accomplish both those goals by providing the data necessary to identify what’s truly working. Most would argue 100 Webinar leads are worth more than 100 White Paper leads.

SnapApp of the Week: DemandGen's Relationship Counselor


DemandGen helps companies deploy and utilize marketing automation services and CRM systems like Eloqua, Marketo and Salesforce. A key story in their space is misalignment between sales and marketing – expectations are high and communication is low.

6 Tools for Turning Content Consumers into Customers

Modern Marketing

But perhaps you’re still wondering what tools can help make the path smoother. Social media monitoring can help you understand who is digesting your content, and what they’re saying about it. Leads are following your links, reading your blog, downloading your white papers.

4 Reasons No One Likes Your Email Campaigns

Modern Marketing

If you’re launching email campaigns, but you’re not seeing the results you expected, don’t blame the sales guy…yet. Your prospective audience needs to feel they have a question or a problem, and that your call-to-action will help solve it. If I receive an email encouraging me to download a white paper but it’s on a topic I don’t care about, the email probably won’t even get opened. These tips should help get your emails to the right inbox.

How to Marry Digital and Human-Touch B2B Marketing

Modern Marketing

by contributor | Tweet this Editor’s Note: Jeff Kalter is CEO of 3D2B , a global business-to-business telemarketing company that bridges the divide between marketing and sales. Nor should it be the only tactic in your sales toolkit.

4 Ways to Improve Your Online Marketing Funnel

Modern Marketing

Build case studies and white papers to promote your organization as an authority. Industry benchmarks show that a vast majority of leads never convert to sales. Looking for techniques to help populate your online marketing funnel?

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Announcing the Winners of SnapApp's First Annual Customer Awards: The Snappys!


This makes it very easy for their Business Development or Sales Team members to see how each lead answered each question, making them more informed when they follow up with the lead. Prophix uses SnapApp and Eloqua to provide interactive content in drip campaigns.

B2B Marketing Trends From Eloqua Experience 09 Via Twitter

Anything Goes Marketing

Earlier this month I left my newborn and poor wife at home for an unforgettable week at Eloqua Experience in San Francisco. While there were a few keynote speakers, the conference focused on having the Eloqua community share their experiences so we could all learn from each other.

Top 50 B2B Marketing Influencers On Twitter

Marketing Insider Group

Marketing automation, social campaigns, inbound marketing, sales apps, ROI reporting – all in one place. SiriusDecisions - SiriusDecisions - SiriusDecisions provides senior-level executives with the sales and marketing operational intelligence required to improve topline performance.

What Can You Accomplish Integrating MAP and CRM solutions with Alinean Value Selling & Marketing Tools?

The ROI Guy

As you may also be aware, Alinean Value Selling & Marketing Tools do support robust integration with sales and marketing automation solutions and processes. He knew this was going to be a heck of a challenge, but he did have some good value oriented white papers to start with.

Two Cities, One Marketer: Recapping Marketo and Oracle MME in 14 Quick Observations


You might remember it as the week that both Marketo and Oracle/Eloqua hosted their massive marketing conferences, one in San Francisco and one in Las Vegas. . This year, people came up to our booths and asked how we could help them deliver their content in new, engaging ways.

How to Woo B2B Buyers With Interactive Assessments


Who can resist going off and telling people, “I’m such a Scorpio,” or “I’m such a Carrie [Bradshaw, not White]”? Rather than asking your prospect to slog through a 30-page white paper, you can offer real-time, personalized results that add value through a 5-question quiz.

What Percentage of Your Data is Fake? [CHART]

Modern Marketing

by Anna Glushkovsky | Tweet this We’ve all done it before…fill in our names as “Anna Banana” with a title of “Miss Universe” to get to a free white paper, webinar or just to see what the next screen is! Eloqua provides a set of tools to deal with clean data.

11 Key Factors In Building Landing Pages for B2B Search Engine Marketing Initiatives

KoMarketing Associates

With these reasons in mind, here are eleven key factors that help influence and improve landing page development for B2B online marketing campaigns. Sales Readiness. Don’t forget classic, more sales-oriented offer communication: Request a Quote. Contact Sales.

You’re Building The Airplane as You’re Flying It — Wise Words from Brian Hansford


So I actually started my career as an inside sales rep at a startup in the early 90s when Windows 3.1 We don’t have to worry about having the Heinz Marketing sales kickoff and sales training events every year, and a big strategy planning initiative that puts everyone in a standstill and neutral for a quarter.”. Data and content both drive and help fuel how marketing automation works, and I think it’s usually underestimated how important content is.

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5 Steps to Social Media Leads with Content Marketing

Everything Technology Marketing

This can be an eBook or a great white paper, for example, that showcases your expertise, solves a specific problem, or fills a critical knowledge gap for your audience. Until the marketing automation system indicates that your lead is qualified and ready for direct sales engagement.

3 Cool Lead Nurturing Programs You’re Not Running

Modern Marketing

The “Introduction to Sales” Nurturing. Not only does it automate marketing processes , but it also alleviates some of the pain sales feels when trying to build relationships. It might look a little bit like this: A new lead comes in through a website, tradeshow or somewhere else, and receives an automated, introductory email from the sales rep. All of this is sent directly from the sales rep, so a relationship is formed and built without the rep’s involvement.

3 Answers to Important Questions About Creating Collaborative Content

Modern Marketing

Some of our best content comes from clients, sales, engineering, and client experience folks that may never make it onto our website with a traditional strategy. I want all of our content somewhere with appropriate calls to action to help lead potential customers in the right direction.

8 Content Marketing Ideas You Haven’t Tried

Modern Marketing

As the former Managing Editor of DemandGen Report, Amanda covered the latest technology, trends and development in the marketing automation technology space, as well as the sales and marketing strategies central to demand generation. Have you flawlessly planned and executed white paper campaigns? CMO, sales person, etc.) 8 Content Marketing Ideas You Haven’t Tried is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing.

Book Review: eMarketing Strategies for the Complex Sale


Marketing automation systems—from vendors like Eloqua , Marketo , Genoo , Manticore and others—are great tools for moving prospective buyers along the path from interest to desire to action.

Mining The Buyer Perspective: Steps to Lead Routing, Scoring, And Nurturing Success

Modern Marketing

In 2002, Tony established the first-ever buyer persona development methodology designed specifically for B2B Marketing and Sales. Over the past dozen years, Tony has conducted hundreds of buyer interviews and has helped some of today’s leading Fortune 100 companies acquire deep buyer insights.

How to Overcome Disparate Data Challenges with Marketing Automation

Modern Marketing

In his role, Dorban manages demand generation strategies to assist companies in creating more opportunities for their sales pipelines. Looking for more resources to help improve your targeting strategy?

How To Blend B2B SEO Into On-Site Content Development

KoMarketing Associates

Eloqua’s best practice section is a great example of what we recommend for many of our clients developing a set of resources for their customers and site visitors. Lista makes certain visitors have access to important sales communication at the bottom of each web page.

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B2B Call Tracking: Get Credit for All B2B Leads By Caring About Phone Calls

KoMarketing Associates

According to a study sponsored by Eloqua, the biggest challenge for B2B marketers is generating enough high quality leads. These landing pages offered things like White Papers, eBooks, and webinars. Obviously calls can help with this problem too.

73 Experts Reveal B2B Marketing Trends to Leverage in 2017


Sales enablement. I do exactly that at my agency, Web Profits by creating content & videos about our core values, beliefs, process and inner workings which helps us show our human side and potential clients feel like they know us. For help, see What Makes People Share Content?

Study: B-to-B Marketers Lagging With Social Media

delicious b2bmarketing

Sales & Marketing. --> Bloggers. --> Resources. White Papers. Business-to-business marketers are underutilizing social media and its potential, according to new data from Eloqua , a marketing automation company. Advertising/Sales. Sales/Business Development.

Content Marketing Madness: The Battle for Content Supremacy--Vote Now!


Some of the most common uses of one pagers includes sales enablement, event collateral, and mid-funnel evaluation content. One of the best uses of guides is the award winning Grande Guide series by Eloqua. . Informative Video : Specific, helpful, how-tos, or even product demos, informative videos wrap up what people want to know into something people can easily watch and absorb. March Madness is hitting SnapApp.

The What, Who and Why of Lead Scoring [Video]

Modern Marketing

Did they download a certain white paper? And so what we’re really looking at is lead scoring is bringing all these pieces together, so we’re looking at that customer, and trying to take and quantify the value of at what point do we engage our sales team or do we engage our inside sales team? And so in sales, there’s either direct sales or indirect sales.