B2B Marketing Directions

DECEMBER 20, 2020

Fifty-four percent of senior marketing respondents said that marketing analytics had not had as much influence in their organization as they expected. These research findings show that marketing performance measurement is still very much a work in process.

Multi-Touch Attribution 98

Multi-Touch Attribution Advertising Agencies Forrester Paid Search Agency 98

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 100

Resource Management Work Management CMS Development Marketing Management 100

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 Directions

DECEMBER 6, 2020

In the 2020 Marketing Measurement and Attribution Benchmark Survey by Demand Gen Report, 54% of surveyed marketers said their ability to measure marketing performance and impact needs improvement or is poor/inadequate. Marketing leaders widely agree about why they need a better process for measuring marketing performance.

Google 93

Google Paper Validation Correlation 93

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

SnapApp

JULY 11, 2017

Contrary to the dystopian picture that might paint for sales and marketing teams, this is actually a good thing. Before we can serve our audiences well with outstanding marketing content, though, we have to understand their mindsets and behaviors. . As the B2B buying process has changed, so have the behavior models.

Buy 70

Buy Process B2B Peer-to-peer 70

Navigate the Channel

NOVEMBER 2, 2022

PR is baked into myriad tactics, including company newsletters, brand experience layering, news releases, articles and white papers, sponsorships, social media and crisis management. 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

Needless to say, marketing attribution is among the elite group of B2B marketing metrics that every data-driven marketing leader likes to track and is widely used across most innovative marketing analytics organizations. This is exactly where most of the marketing teams end up dropping the ball.

Marketing Attribution 52

Marketing Attribution Multi-Touch Attribution Marketing Analytics Tools Allocation 52

B2B Marketing Directions

DECEMBER 13, 2020

The explosion of available data about customers and prospects and the expanding capabilities of marketing and analytics technologies have made some aspects of marketing easier than ever to measure. At the same time, however, measuring the impact of marketing on major business financial outcomes remains a difficult task.

Lead Ranking 98

Lead Ranking Paper Demand Generation Agencies Marketing Mix 98

B2B Marketing Analytics

AUGUST 2, 2020

These 2 KPIs are very influential when it comes to evaluating the market mix across marketing tactics and channels in different phases of the buying cycle. The approach to designating an opportunity as marketing sourced vs marketing influenced is purely data-driven.

Marketing Attribution 91

Marketing Attribution Resource Management Multi-Touch Attribution Analytics 91

B2B Marketing Analytics

FEBRUARY 24, 2020

New Engagements – Volume and Quality: the only way to influence new deals is to have the right customers and accounts engage, actively qualify and nurture them before they are handed over to sales. Goals are the key drivers to ensure that marketing organizations put together aggressive plans for driving such engagements.

Marketing Attribution 66

Marketing Attribution Multi-Touch Attribution Analytics Allocation 66

Customer Experience Matrix

JANUARY 3, 2007

Here’s a fine mess: I was all set to review a paper titled “Marketing-Mix Modeling the Right Way”, partly because I found the title annoyingly arrogant and partly because I have doubts regarding the methodology it describes. But when I tried to find the paper on the vendor’s site, it wasn’t there.

Marketing Mix 120

Marketing Mix Marketing Management Advertising Agencies Allocation 120

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. Conclusion.

Paid Content 65

Paid Content PPC Advertisements Advertising 65

B2B Marketing Analytics

FEBRUARY 4, 2019

New Engagements – Volume and Quality: the only way to influence new deals is to have the right customers and accounts engage, actively qualify and nurture them before they are handed over to sales. Goals are the key drivers to ensure that marketing organizations put together aggressive plans for driving such engagements.

Marketing Attribution 74

Marketing Attribution Multi-Touch Attribution Analytics ROI 74

ClickZ

MAY 25, 2023

Even the best copywriters know the terror of the blank white paper or screen. Holistic email marketing also takes into account the role that email plays in the wider marketing mix, integrating email campaigns with other marketing channels to create a cohesive, multi-channel experience for customers.

Marketing AI 72

Marketing AI Lead Ranking Email Marketing Copywriting 72

markempa

DECEMBER 19, 2016

With eBooks and white papers, you can see that someone downloads the asset, but you lose visibility on how engaged they really are. Inbound (Marketing) Isn’t Enough ” is an example of a top-of-the-funnel video. “ Rethink Marketing Automation ” is an example of a mid-funnel video.

Top of Funnel 120

Top of Funnel Marketing Automation Services Video Marketing B2B Marketing 120

KoMarketing Associates

MARCH 7, 2017

B2B SEOs and marketers in general must be able to demonstrate how their specific tactics with SEO impact broader business objectives. The following is a list of 20+ performance metrics and benchmarks we recommend that B2B marketing managers use to establish performance benchmarks for their search engine optimization programs.

Advertising Benchmark 120

Advertising Benchmark SEO Lead Scoring Lead Ranking 120

Valasys

OCTOBER 15, 2020

On September 25th, 2020, LinkedIn proclaimed an update to its Marketing Partner Program, which will facilitate the businesses to find the right experts to assist them with each element of their LinkedIn marketing and growth process. Page Management. Campaign Management. Content & Creative. Lead Generation.

Advertising Agencies 40

Advertising Agencies Budget Programs Work Management Marketing Management 40

KoMarketing Associates

JANUARY 29, 2015

As I reviewed Salesforce 2015 State of Marketing report, I was encouraged to read that even though search engine marketing took a backseat to more “popular” programs such as social media and mobile marketing, it is still considered a highly valuable and effective component of the marketing mix.

Adwords 120

Adwords Advertising Agencies Organization Work Management 120

Marketing Insider Group

SEPTEMBER 20, 2012

Traditional marketing techniques continue to be (and always will be) a big part of the marketing mix. Create one that equates to leads, sales pipeline and new customer sales revenue. Director of Global Inside Sales and Demand Generation for SAP. . The Landing Page is informative. Photo Source.

Demand Generation Agencies 100

Demand Generation Agencies Landing Pages Buying Cycle Demand Generation 100

The Lead Agency

SEPTEMBER 13, 2020

While these tactics are often used in the B2C landscape, B2B marketers should take note. B2B marketing is evolving, and businesses need to adapt and update their strategy as consumer expectations change, or risk falling behind. Content marketing has been and will continue to be, an effective way to engage buyers.

B2B 62

B2B B2B Thought Leadership Long Tail Marketing Content 62

ViewPoint

MAY 30, 2012

Working with a wide variety of clients from tech firms to sports properties and lifestyle brands, Andrew has crafted successful campaigns built around white papers, event-based advertising and sales training materials for clients such as Major League Baseball, Canon, DuPont, SAP, Business Objects, Oracle and many others.

Differentiation 120

Differentiation Tips Top of Funnel Marketing Automation Services 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. Recent advancements in technology have led to a huge shift in how organizations manage their contracts.

Paid Content 45

Paid Content Enterprise Management Paid Search Agency Account Based Marketing 45

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. Find out how NuSpark Marketing can help with your content strategy and content creation. It works slowly.

Sales Qualified Leads 100

Sales Qualified Leads Gartner B2B Thought Leadership Barriers 100

Marketing Insider Group

DECEMBER 1, 2010

In this post, I will offer a preview of the thoughts I will deliver during the Focus Interactive Summit on Progressive B2B Marketing. Here is a copy of the presentation Confessions of a B2B Marketer as well. So what happened in B2B Marketing? Well we need to focus on wringing out every lead and every deal from our funnels.

B2B Marketing 100

B2B Marketing Planning Paid Search Agency Top of Funnel 100

EMagine B2B Blog

FEBRUARY 27, 2018

So I decided to embark on my own version of a marketing degree – finding and reading a ton of books written by the real experts. Some of my early favorites consisted of: Managing Sales Leads: How to Turn Every Prospect into a Customer. Permission Marketing. Business to Business Direct Marketing.

Account Based Marketing 52

Account Based Marketing Paid Search Agency Work Management Sales Qualified Leads 52

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

EMagine B2B Blog

FEBRUARY 27, 2018

So I decided to embark on my own version of a marketing degree – finding and reading a ton of books written by the real experts. Some of my early favorites consisted of: Managing Sales Leads: How to Turn Every Prospect into a Customer. Permission Marketing. Business to Business Direct Marketing.

Account Based Marketing 48

Account Based Marketing Paid Search Agency Work Management Marketing & Strategy 48

Buzz Marketing for Technology

DECEMBER 29, 2010

I hope you enjoy it … 4 C’s of B2B Marketing – We’ve all heard about the four P’s of marketing: Product, Price, Placement, Promotion. The four P’s were created mainly to describe the ideal “marketing mix.”. Is The White Paper Dead for B2B Marketing? 4 C’s of B2B Marketing.

Best Practices 100

Best Practices Social Media Paper Public Relations 100

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. It can include 140 character tweets, photos, brief product updates or FAQs.

Social Media 100

Social Media Media Customer Satisfaction Web 2.0 100

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. Content Marketing. Image credit: Ajax Union. Web Presence Optimization (WPO).

Marketing Management 100

Marketing Management SEM Lead Ranking PR 100

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. Measure this in comparison to other online marketing channels to determine quality of traffic from organic search.

Marketing Analytics Tools 120

Marketing Analytics Tools SEO Lead Scoring Lead Ranking 120

Industrial Marketing Today

JULY 29, 2010

The majority of Chief Marketing Officers (CMOs) consider customer engagement as their top priority according to a recent study done by Forbes Insights and George P. The New Rules of Engagement: CMOs Rethink Their Marketing Mix is based on a survey of 314 marketing executives at companies with more than $500 million in annual revenue.

B2B Marketing 60

B2B Marketing Top of Funnel BtoB Peer-to-peer 60

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 362

Work Management B2B Marketing Marketing Management Content Marketing 362