Navigate the Channel

NOVEMBER 2, 2022

Even academics who study public relations and everyday public relations practitioners offer little consensus on how public relations exists within an organization or business and its marketing efforts, but they can agree that PR matters. It’s separate from a marketing plan but should support marketing efforts.”.

Public Relations 65

Public Relations Marketing & Strategy PR Analysis 65

Digital B2B Marketing

APRIL 2, 2013

No one makes a million dollar decision based on one white paper, one email or one Google search. The buying process may take 12 to 18 months. It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead?

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 100

B2B Marketing Analytics

APRIL 3, 2022

The ability of a marketing organization to track marketing attribution is often considered an end in itself when it comes to advanced marketing analytics. We live in a world wherein a multitude of marketing tactics and channels are used by organizations to engage with their customers.

Marketing Attribution 52

Marketing Attribution Multi-Touch Attribution Marketing Analytics Tools Allocation 52

B2B Marketing Analytics

AUGUST 2, 2020

With the onset of this pandemic, all marketing organizations had to adjust their annual plans and more importantly, double down on the “digital-first” strategies to account for the cancellation of the in-person events, which have been biggest driver of marketing pipeline and revenue.

Marketing Attribution 91

Marketing Attribution Resource Management Multi-Touch Attribution Analytics 91

Sana Commerce

MAY 2, 2022

Just as B2C businesses have long needed to ensure a mobile-friendly experience for shoppers, B2B marketers need a mobile-first approach that includes a friendly website for mobile browsing that’s responsive and fast-loading, with simple navigation. But now, customizing the sales process for clients can take a number of different forms.

Trends 52

Trends B2B Marketing Planning B2B 52

B2B Marketing Analytics

FEBRUARY 24, 2020

As marketing execution in 2020 gets into full swing, marketing analytics continues to be the top priority for organizations. To drive long term success, marketers now are adopting the mind-set of a CFO to establish marketing as a driver of value and revenue-driving function.

Marketing Attribution 66

Marketing Attribution Multi-Touch Attribution Analytics Allocation 66

Vision Edge Marketing

NOVEMBER 15, 2018

Maybe you use a graduated scale where you give touch points closer to the end of the buying journey more value than touches earlier in the process? The leadership team expects Marketing to understand which channels, touches and content have the greatest impact on generating conversations, consideration and ultimately consumption.

Marketing Attribution 153

Marketing Attribution Multi-Touch Attribution Multi-Channel Allocation 153

SmartBug Media

NOVEMBER 3, 2020

For marketers—especially those in B2B and/or who have a long sales cycle— campaign attribution is critical to understanding which channels are winners and which are dead weight. Without knowing which of your campaigns are driving sales, you don’t know which marketing channels you should be adding budget to or subtracting budget from.

Multi-Touch Attribution 105

Multi-Touch Attribution Lead Ranking Marketing Attribution Full Circle Insights 105

B2B Marketing Analytics

FEBRUARY 4, 2019

Marketing Analytics and ROI are the 2 terms making a lot of noise across the marketing world to the point that they are almost beating “ ABM ” in the popularity. What do these terms actually mean for a marketer and why are they becoming a top priority for all marketing organizations?

Marketing Attribution 74

Marketing Attribution Multi-Touch Attribution Analytics ROI 74

SmartBug Media

OCTOBER 31, 2019

As with content creation, promotion should be an ongoing process. Content advertising, an important part of the marketing mix, combines content marketing and PPC campaigns. Here are a few actionable content advertising tactics for amplifying your PPC and content marketing results: 1.

Paid Content 65

Paid Content PPC Advertisements Advertising 65

KoMarketing Associates

MARCH 7, 2017

According to the “ 2017 State of B2B Digital Marketing ” report from DemandWave, 63 percent of B2B marketers surveyed indicated that organic search (and email) topped their lists as the leading channels for revenue growth. So what are the SEO performance metrics your B2B organization should consider?

Advertising Benchmark 120

Advertising Benchmark SEO Lead Scoring Lead Ranking 120

Valasys

APRIL 10, 2020

The term personalization in account-based marketing means not just identifying and targeting the accounts of high-value, but also deploying account-based data and technology as key account-based solutions to help companies attract engage and convert prospects and then analyze their performances by competitive benchmarking.

Account Based Marketing 52

Account Based Marketing Marketing & Strategy Webinar Metrics Marketing Strategy 52

NetLine

APRIL 19, 2019

After the bustle of setting up for B2BMX in Arizona, we were excited to see the smiling, familiar face of our marketer pal and client Jason Hinojosa, Account Based Marketing Manager at Icertis. How does content marketing fit into your overall marketing strategy? .

Paid Content 45

Paid Content Enterprise Management Paid Search Agency Account Based Marketing 45

Heinz Marketing

JUNE 24, 2019

By Matt Heinz, President of Heinz Marketing. If you’re not already subscribed to Sales Pipeline Radio , or listening live every Thursday at 11:30 a.m. The show is less than 30 minutes long, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. Welcome Matt.

Top of Funnel 60

Top of Funnel Demand Generation Agencies Paid Search Agency Demand 60

KoMarketing Associates

AUGUST 26, 2014

While I’ve based my presentation for MarketingProfs on the performance of SEO-related content marketing assets specifically, there is a much greater range of SEO-related benchmarks B2B marketers should consider. Organic search engine traffic. Percentage of traffic from organic search.

Marketing Analytics Tools 120

Marketing Analytics Tools SEO Lead Scoring Lead Ranking 120

Adobe Experience Cloud Blog

JUNE 13, 2012

According to a recent study by the Custom Content Council , 73% of consumers prefer to get their information about an organization in articles rather than advertisements. That means it’s more important than ever to include custom content in your overall marketing mix. 2: Make Every Employee a Content Creator.

Tactics 48

Tactics Marketing & Strategy Marketing Strategy RSS 48

Webbiquity

NOVEMBER 12, 2012

Although the framework has been for the most part enthusiastically embraced (and dozens of people have downloaded the framework white paper ), a few people on Twitter questioned the need for a “new” marketing concept. Perhaps the definitions below will help to clarify the role of WPO as an overarching management framework.

Marketing Management 100

Marketing Management SEM Lead Ranking PR 100

SmartBug Media

NOVEMBER 10, 2021

It doesn’t matter if you plan to do traditional print campaigns, direct mail, or digital, basic marketing principles still must apply. You aren't reinventing the wheel when it comes to marketing tactics, so don’t even try. SMART goals are used in marketing as a framework for goal setting. Inbound/B2B Marketing Is the Key.

Paid Search Agency 52

Paid Search Agency Planning Companies Enterprise Management 52

NuSpark Consulting

SEPTEMBER 7, 2016

As a technology marketer targeting CIOs, you’re likely aware that roadblocks stand in the way of communicating with them. Despite the challenge, your sales and leadership team continually ask you to produce qualified leads. Over time, he’ll come to know, like and trust you, seeing your organization as one that can help him to succeed.

Sales Qualified Leads 100

Sales Qualified Leads Gartner B2B Thought Leadership Barriers 100

Marketing Insider Group

AUGUST 30, 2019

“Strategy without tactics is a daydream; tactics without strategy is a nightmare.” Influenced by Sun Tzu and coined by Sagefrog CEO and Co-founder Mark Schmukler, this quote implies that there’s a clear difference between marketing strategy and marketing tactics. Spend 10% of Revenue on Marketing.

Resource Management 21

Resource Management Work Management CMS Development Marketing Management 21

Marketing Insider Group

SEPTEMBER 15, 2010

In social media content is not necessarily about creating white papers or videos. Context: this is important because some traditional marketing assets like white papers or product demos do not perform very well in social media. &# Because with community comes more revenue, higher retention and lower costs.

Social Media 100

Social Media Media Customer Satisfaction Web 2.0 100

Marketing Insider Group

JUNE 30, 2020

I have talked a lot about visual storytelling as the future of content marketing , so it is no surprise that visual content is becoming a top priority for marketers, coming in at number four (51%). Illustrations and photos also saw the biggest jump in content marketing tactic usage, from 69% last year to 76% this year.

Work Management 361

Work Management B2B Marketing Marketing Management Content Marketing 361

Adobe Experience Cloud Blog

JANUARY 24, 2012

For b-to-b organizations, thought leadership is a critical component for driving awareness, sparking excitement, and creating engagement within a very skeptical market. While thought leadership has always been part of Ingenuity Systems’ marketing mix, in the past it had never been a formal program.

Thought Leadership 48

Thought Leadership Lead Scoring Lead Ranking B2B Thought Leadership 48

Capstone Insights

FEBRUARY 6, 2018

Optimizing Demand Generation Performance with Funnel Diagnostics. When I first arrived on the scene as a demand marketer over a dozen years ago, I did so armed with a spreadsheet model for the funnel I was going to fill with leads and pipeline opportunities. The Basics: Content-Centric Programs.

Top of Funnel 40

Top of Funnel Cost per Lead Digital Marketing Funnels Funnel Advertising 40

Full Circle Insights

FEBRUARY 28, 2021

As consumers, we’ve all seen examples of what happens when business units within a single enterprise or partner organizations that jointly serve customers maintain data on different systems. A Single Source of Truth for Marketing and Sales. Get Everyone on the Same Page.

Lead Ranking 89

Lead Ranking Sales Management Marketing Attribution Full Circle Insights 89

Ledger Bennett

OCTOBER 28, 2020

With a temporary and, in some cases, permanent shift toward remote workforces, tradeshow and event marketing in particular have seen a massive shift to the virtual realm. Leaving marketers to answer a key directive: “How do we effectively promote virtual events to drive attendance and impact revenue?”. Executing Across Channels.

Ideal Customer Profiles 59

Ideal Customer Profiles Budget Programs Event Marketing Paper 59

Marketing Insider Group

AUGUST 20, 2020

The lack of rightful accountability is often quite prevalent in marketing and sales. Since most B2B organizations use a wide range of digital strategies to generate leads and convert customers, it is hard to say which approaches are working better than others. Marketing tools and channels generate huge amounts of data today.

Multi-Touch Attribution 271

Multi-Touch Attribution Marketing Attribution Multi-Channel Lead Ranking 271

The ROI Guy

OCTOBER 11, 2010

Every year, around Halloween, organizations meet to begin the battle for budget allocations for the New Year. For marketers, the news is good overall. According to research from IDC and Forrester, marketing spending is anticipated to increase between 3 to 5% for 2011. navigation, placement of content, imagery, etc.)

Efficiency 40

Efficiency Marketing Budget Marketing Management Effectiveness 40

KoMarketing Associates

MAY 1, 2018

If your organization is struggling to measure the success of a B2B social media strategy, you are not alone in this challenge. As detailed in news coverage last year, a report from Simply Measured discovered that 61 percent of brand and agency marketers were struggling to determine the ROI of their social media initiatives.

Social Media 155

Social Media ROI Media Marketing & Strategy 155

Martech

FEBRUARY 14, 2022

The marketing team spent its budget dollars wisely. But management can’t see the results. This would be fine if marketing was a machine, with fixed, measurable inputs and outputs. Marketing often appears as a cost sink on the balance sheet. ” “Markets are what science calls complex adaptive systems.

Marketing Attribution 102

Marketing Attribution Enterprise Management Terms and Conditions Work Management 102

The ROI Guy

SEPTEMBER 3, 2010

Frugalnomics Changes Everything According to Forrester analyst Scott Santucci, "Go-to-market models always change during periods of disruption, and this economic downturn has been deep, long, and might not even be over. The more buying organizations are a forced to do-more-with-less they adopt different business patterns.”

Demand Generation Agencies 40

Demand Generation Agencies Demand Generation Peer-to-peer Demand 40

KoMarketing Associates

JANUARY 24, 2017

By successfully implementing these best practices, B2B organizations can improve lead quality, build valuable relationships to support link building efforts, gain brand exposure through online communication, and better understand their target audience. With this, you must reconsider their keyword research process.

Organization 120

Organization SEO Practices Best Practices 120

Optinmonster

NOVEMBER 14, 2023

While the mission statement covers what your audience will get from your content marketing strategy, you also need to think about what your business will get from it. SEO success , which leads to more organic traffic. Reduced marketing costs , as your content becomes more effective.

Marketing Strategy 98

Marketing Strategy Marketing & Strategy Webinar Metrics Content Marketing 98

Televerde

AUGUST 8, 2019

Choosing to outsource all or even some of your demand generation involves lots of research that likely ranks lower on your to-do list than organizing your inbox and (insert tedious manual process you despise). Have they had success with organizations in your industry? Vet the process. How are deadlines managed?

Demand Generation Agencies 53

Demand Generation Agencies Demand Generation Advertising Agencies Paid Search Agency 53

nDash

AUGUST 20, 2020

There are ten written content formats that are proven to be effective for content marketing: Blog posts. White papers. From there, you get a step-by-step breakdown of the process Ahrefs uses to republish content. What’s unique about these guides is that Ahrefs uses its own platform to execute the process. White Papers.

Top of Funnel 98

Top of Funnel Effectiveness Lead Ranking Content Marketing 98

Circle Studio

OCTOBER 12, 2017

Account-Based Marketing (ABM) – A B2B marketing strategy focused on fewer, specific targets, as opposed to marketing to the masses. It coordinates personalized marketing and sales efforts targeted at specific, named accounts. Learn More About Account-Based Marketing. Learn More About Buyer Personas.

Paid Content 60

Paid Content Top of Funnel Advertising Agencies Demand Generation Agencies 60

Content Standard

MAY 16, 2018

Content marketing has come into its own over the past few years as a widely accepted practice within the marketing mix. But even as more brands become sophisticated in their use of content, I still continue to get the dreaded question: How do you prove content marketing ROI? Image attribution: Raw Pixel.

Paid Content 73

Paid Content ROI Multi-Touch Attribution Top of Funnel 73