Sword and the Script | B2B

AUGUST 15, 2023

B2B buyers say they want quality content that demonstrates you understand their industry, and their company and helps them to build a business case to buy your tech product One of the reasons content marketing is so important to B2B companies is the fact that the last person a buyer speaks to is a salesperson. Why do vendors do this?

Marketing Management 75

Marketing Management Vendors Studies Top of Funnel 75

Ambal's Amusings

APRIL 30, 2011

Today white papers have become HOT marketing vehicles, and countless numbers of companies are using them to generate leads and grow their business. Now there’s an online class that will teach you every phase of the white paper lead generation. White paper industry veteran Jonathan Kantor is putting together a 3-part class.

Paper 100

Paper Sales Qualified Leads Lead Scoring Lead Ranking 100

Marketing Insider Group

MARCH 29, 2021

Whether it’s a new region or a new industry you want to target, one thing is constant: you need to identify which customers are likely to need your products and services. That means that you’ll need to dig into local or industry data to make sure that your marketing content reaches the right eyes and ears. Conduct a Market Analysis.

Planning 363

Planning Paid Search Agency Advertising Agencies Content Marketing 363

Webbiquity

OCTOBER 16, 2018

Social media is the top digital marketing channel for vendors, but organic social media reach continues to decline , LinkedIn’s strategy for groups remains muddled , and many business buyers aren’t even on Twitter. A couple sheets of paper folded neatly inside a standard business envelope isn’t going to inspire much excitement.

Marketing Automation Services 244

Marketing Automation Services Trade Show Advertising Agencies Verticals 244

Martech

MAY 8, 2023

Predictive analytics — used to predict user behavior based on large datasets of past behavior, as well as to predict the next-best-action (show her a relevant white paper, show him a red baseball cap, send an email) — has been AI-powered for a long time. Well-known vendors have been baking AI into their solutions for almost a decade.

Marketing AI 101

Marketing AI Enterprise Management Work Management Marketing Management 101

Zoominfo

FEBRUARY 21, 2021

Industry classification remains a foundational component to achieving ABM (account-based marketing) success. Since many traditional vendors also have such poor data accuracy, there is still much to be desired. 3221 Pulp, Paper, & Paperboard Mills. 322121 Paper Mills. 3222 Converted Paper Product Manufacturing.

Work Management 204

Work Management Marketing Management Paid Search Agency Planning 204

Customer Experience Matrix

MAY 27, 2009

In honor of the event, they sponsored a white paper by Yours Truly on the general topic of, um, why it’s important to make it easier for salespeople to review prospect behaviors that are captured by the demand generation system. These are already assembled by various vendors, so all that’s needed is a relatively simple integration.

Eloqua 120

Eloqua Paper Profiling Marketing Automation Services 120

Cintell

JULY 3, 2018

But according to a recent report from TrustRadius , many vendors fall short in this arena. The 2018 B2B Buying Disconnect Report highlights the difference between how B2B technology buyers and vendors view the purchase process. Buyers Want the Full Picture in Making a Decision – and that’s where many vendors fall short.

Buy 172

Buy B2B Vendors Transparency 172

Ambal's Amusings

AUGUST 5, 2010

Do you know your white paper audience? Are those concerns being addressed in your white papers? We asked white paper experts " How should a white paper that is addressed to a Technical Decision Maker be different from a white paper that is addressed to a Business Decision Maker? What are his/her top concerns?

Paper 100

Paper Enterprise Management Work Management Marketing Management 100

Customer Experience Matrix

APRIL 1, 2020

While the shape of things to come is impossible to guess, reporting on industry changes has become a marketing trend of its own. Customer Data Platform vendor Amperity reported a less rosy result in its COVID-19 Retail Monitor , which draws data from Amperity’s retail clients. Canada, and United Kingdom. UK, and France.

Paid Search Agency 240

Paid Search Agency Companies Advertising Agencies Business 240

Martech

MARCH 31, 2023

Industry and discipline outlets Regardless of their profession, people should stay abreast of the industry in which they work. Plenty of industry-specific outlets provide up-to-date news about trends and forces affecting industries. Common offerings include webinars, white papers, user communities and user conferences.

Work Management 91

Work Management Marketing Management Training Vendors 91

Bionic

MARCH 11, 2024

Ideally, modern electronic IO’s should conform to industry standards. Although industry standards for insertion orders have been available for years, none have yet been widely adopted in digital advertising. The ad inventory in modern IO’s should be sourced from an industry catalog. Truly electronic.

Advertisements 86

Advertisements Advertising Work Management Order 86

The Point

APRIL 19, 2017

In broad terms, early stage content tends to work best for top-of-the-funnel lead generation, when not everyone is interested (yet) in ROI, case studies or vendor comparisons. Personally, I’ve seen some white papers continue to generate leads year after year with only minor updates. There is no one, definitive answer.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

Martech

MARCH 22, 2023

You might not think that sounds like a large number, but it is if you scale that number to industries. Or the vendor didn’t offer training. Today’s vendor marketplace makes the RFP process much more challenging if you don’t have someone to do the work. (Get So, that doesn’t sound like a pullback to me.

Enterprise Management 89

Enterprise Management Marketing & Strategy Marketing Strategy RFP 89

ClickZ

FEBRUARY 13, 2020

The number of CDP vendors is large and growing larger with every industry report. It can be hard to distinguish CDPs based on features alone, since many look very similar on paper. User reviews can be a source of truth when searching for a vendor. Chiefmartec puts the number of vendors at somewhere above 7,400.

Vendors 101

Vendors Customer Satisfaction Case Studies Case Study 101

Webbiquity

MARCH 31, 2022

Fortunately, there are some strategies that are so effective they’ve become, or remained, relevant and useful across industries. An enterprise customer who needs to purchase a new piece of equipment or software, evaluating similar offerings, will (most often) go with the vendor who can prove they’re the best.

Marketing Budget 289

Marketing Budget Enterprise Management Sales Management Work Management 289

Customer Experience Matrix

SEPTEMBER 8, 2017

I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers. They’re the R in BRAT (Banks, Retailers, Airlines, Telcos), the mnemonic I’ve long used to describe the core data-driven industries. As a further sign of industry maturity, I’m now starting to see CDPs that specialize in those industries.

Marketing Automation Services 168

Marketing Automation Services Buy Work Management B2B Marketing 168

Content Standard

JUNE 27, 2023

Yet, webinars and white papers from professional organizations and mainstay publications are no longer enough to support healthcare organizations and providers in their search for solutions. I hear about the “brain drain” in healthcare everywhere, from vendors to long-term care facilities.

Work Management 91

Work Management Marketing Management Differentiation Education 91

The ROI Guy

MARCH 24, 2013

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. Your current white papers just don’t have the same impact as they once had … but why?

Paper 40

Paper Ideal Customer Profiles Marketing Automation Services Eloqua 40

Martech

AUGUST 10, 2021

As a journalist covering marketing and technology, I often have cause to look up a vendor or product I’ve not heard of before. One of our contributors filed a story this week containing one brief reference to a vendor with an unusual name. My Chrome browser activity triggered Instagram ads. Read more here. Quote of the day.

Work Management 110

Work Management Marketing Management Marketing Analytics Tools Digital Marketing Funnels 110

Martech Advisor

MARCH 13, 2020

There's been a lot of uncertainty and misinformation surrounding the outbreak, which is reflected in public behavior with necessities like toilet paper going out of stock. Toilet paper & paper towels: Revenue sales increased 26% from the week prior. Industries such as airlines, hospitality, events, manufacturing, etc.

Work Management 128

Work Management Marketing Strategy Marketing & Strategy Marketing Management 128

Webbiquity

MAY 26, 2020

The coronavirus that has shut down the live events industry is likely to have some lasting impacts even after cases and concerns decline. But once the pandemic is behind us, some of the big trends predicted for the industry in late 2019 and early 2020 will regain importance. Most Popular Swag. The Bottom Line.

Conference 181

Conference Case Studies Practices Trends 181

Tomorrow People

JUNE 7, 2021

Depending on the product and industry, this could be a CIO, CTO, IT Director, digital leader, or head of innovation. Weighing up the pros and cons of a particular solution, comparing similar products in the same space, and attempting to calculate time-to-value and ROI is often catastrophic for tech vendors.

Enterprise Management 156

Enterprise Management Product Work Management Marketing Management 156

Salesforce Marketing Cloud

AUGUST 31, 2022

Our research also finds that nearly two-thirds of business decision makers actively research a vendor’s values in the consideration stage, and half consider values a differentiator when making their final vendor selection. And recipients must opt in to direct mail (less paper, more digital). How values impact buying decisions.

Trust Marketing 98

Trust Marketing Marketing AI Lead Scoring Lead Ranking 98

KoMarketing Associates

FEBRUARY 20, 2018

This document serves as the bedrock of the program, as it allows us to gather critical information pertaining to the client’s business and industry. As an online marketing program vendor, it is our responsibility to ensure we are adhering to the brand guidelines of our clients. Obtain Brand Guidelines. Final Thoughts.

Online Marketing 175

Online Marketing B2B Marketing Buyer Personas Ad Building 175

Kaon

FEBRUARY 28, 2019

Industry 4.0 Adapting to the Changing Buyers’ Experience white paper. “Industry 4.0 It will take time for Industry 4.0 ” The report highlights how AR is helping the manufacturing industry adjust to this fourth industrial revolution and, in turn, propelling the AR industry outlook.

Lead Ranking 147

Lead Ranking Paid Search Agency Television marketing B2B Sales 147

Zoominfo

FEBRUARY 5, 2021

In fact, the majority of B2B buyers (64%) conduct research on vendor websites before they ever contact a sales rep. Middle: Here, the prospect downloads a white paper or signs up for a webinar. Your digital-savvy B2B prospect is researching the product they think they need. Thank you, Marketing ). Consideration Stage.

Top of Funnel 179

Top of Funnel Ideal Customer Profiles B2B Sales Ad Building 179

Lead Forensics

APRIL 2, 2024

Offer support materials like case studies or white papers that address potential internal concerns. Offer a valuable resource, like an industry report or white paper, that addresses their challenges. Offer additional resources like case studies, white papers, or product webinars to address their knowledge gaps.

Effectiveness 52

Effectiveness Work Management RFP Case Studies 52

Customer Experience Matrix

DECEMBER 1, 2006

Yesterday’s entry about Sage Software’s paper “17 Rules of the Road for CRM” may have given an overly positive impression. In stating that the points in the paper were all valid, I didn’t mean that the paper itself is a fair treatment of the subject. There are other, equally valid points that the paper leaves out.

Paper 120

Paper Vendors CRM Verticals 120

Biznology

FEBRUARY 25, 2020

No, you don’t have to be the Amazon of your industry. We especially hear from industrial prospects all the time: B2B has lagged and it’s costing them. The overall marketing budgets for industrial firms are already slim, often well below 5% of revenue and the digital component of that is even smaller. And you know this too.

B2B Marketing 118

B2B Marketing Work Management Marketing Management B2B 118

Customer Experience Matrix

DECEMBER 18, 2012

‘Tis the season for industry predictions. But this time I was able to answer right away because I’ve just finished a white paper on the future of B2B marketing automation, sponsored by Leadformix and available here for free download. The question answered by the paper is “What will marketing automation vendors do next?”

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

BOP Design

NOVEMBER 17, 2020

When you look at the leads, consider the following: Are they in the right industry or industries? Finding and vetting a new vendor or partner may be one of many things on their to do list. If a prospect doesn’t go with another vendor or partner, they may still be interested or considering your services or products.

Sales Qualified Leads 117

Sales Qualified Leads High Quality Lead Work Management Marketing Management 117

Golden Spiral

APRIL 18, 2019

official publication of AHIMA featuring multiple articles published daily, white papers, and resources for patients and caregivers. It is one of the largest, most influential healthcare industry organizations, and more than 45,000 health IT professionals attend the HIMSS conference every year. Industry Reports. Industry Reports.

Work Management 102

Work Management Marketing Management Research Organization 102

The ROI Guy

OCTOBER 13, 2010

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.

Paper 40

Paper Enterprise Management Marketing Management Lead Scoring 40

Zoominfo

FEBRUARY 21, 2021

Industry classification remains a foundational component to achieving ABM (account-based marketing) success. Since many traditional vendors also have such poor data accuracy, there is still much to be desired. For B2B sales and marketing teams, having a 360-degree view of customers and prospects is key.

Work Management 100

Work Management Marketing Management Paid Search Agency Planning 100

Customer Experience Matrix

APRIL 19, 2017

As it happens, airline technology vendor Sabre published a survey of airline executives just before the event. But it’s interesting to note that the Sabre paper makes several references to government regulations that penalize airlines for late arrivals and long tarmac waits. These factors clearly influence airline behavior.

Marketing Management 198

Marketing Management Ethics Loyalty Customer Surveys 198

SpotMe Blog

OCTOBER 7, 2023

You’re juggling hundreds of sessions, thousands of HCPs, and a mountain of spreadsheets, all while dealing with outdated, unsustainable, paper-based surveys that make HCP follow-up unmanageable. Having everything synchronized on one app, there is no need for outdated spreadsheets and paper forms. 131 reviews) Capterra Score: 4.4 (14

Conference 52

Conference Enterprise Management Work Management Marketing Management 52