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Is the Role of the B2B CMO Past Its Prime? Or Is It Just in Need of Some Re-positioning around Go-to-market Leadership?

ANNUITAS

An overwhelming 72% of CFOs said their CMO struggles to demonstrate the commercial value and ROI of brand marketing programmes [sic],” according to a study on the relationship between CMOs and CFOs by B2B Agency Transmission.

CMO 147
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Research Maps Spending on Content Marketing

B2B Marketing Directions

Borrell used data from its periodic surveys of small and mid-size businesses, SEC filings of public companies, and a variety of other data sources. In mid-2020, The Branded Content Project engaged Borrell Associates Inc. to measure and analyze the economic landscape of content marketing. companies spent $64.3

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Survey Finds Growth in Pipelines and Sales Cycles for B2B Lead.

Industrial Marketing Today

A vast majority of the survey respondents reported that outbound tactics outperformed inbound initiatives for generating qualified leads. The SalesPulse survey also reported that B2B sales professionals found an inbound lead’s location more important than revenues and the number of employees. This one caught me by surprise.

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Building Your B2B Marketing Database

Biznology

SIC or NAICS. Survey questions (e.g., Database marketing companies will sell you data elements that may be missing, most important among these being industry (in the form of SIC or NAICs codes), company size (revenue or number of employees, or both) and title or job function of contacts. Parent company/enterprise link.

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6 Content Marketing Tips That Drives Leads

Marketing Insider Group

Stay away from arbitrary boundaries like SIC codes and Revenue range or employee size. Remember the tip from yesterday about surveying and interviewing your customers? Use the key insights from your surveys to create whitepapers on the top pain points. Instead create personas of people that buy your solutions or products.

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Best Twitter Tips, Tools and Tactics of 2009, Part 1

Webbiquity

.&# In another iMedia Connection piece on Twitter, Twitter brand smackdown: The winners and losers , Rodney Rumford highlights lessons from the Twitter successes of Ford, Zappos and Dell. Dell Says It Has Earned $3 Million From Twitter by The New York Times.

Twitter 100
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5 Best practices of trade show lead qualification

Biznology

Recent studies by a number of firms, including Exhibit Surveys and Center for Exhibition Industry Research (CEIR), identify lead generation at 80-85% as the reason that companies exhibit at trade shows. The first level targeting matrix is usually industry code (SIC or NAICS) and company size.