Editor's Note: This is a guest blog post written by Romi Mahajan and Steven Salta The business world is awash in talks about Customer Experience. Many organizations at this point have created “Customer Experience” or “Customer Success” teams in an attempt to improve their relationship with their customers. The idea behind this move is basic - happy customers who enjoy smooth and rewarding experiences with an organization remain loyal and may even advocate on behalf of the company. It is … [Read more...]
Emailing “Cold Leads” Who Show Intent In Your Product Category: The Do’s and Don’ts
At this point, nearly 75% of B2B marketing organizations are using a mix of inbound and outbound marketing tactics, according to a study conducted by DiscoverOrg and MarketingProfs. Outbound marketing tactics are successful for B2B sellers today for a couple of reasons. First, outbound methods are easy to deploy. As long as a marketing team has access to quality data, it can execute outbound tactics like emails, cold calling and direct mail quickly and generate leads almost immediately. In … [Read more...]
How to Assess the Relevancy of 3rd Party Intent Data
Editor's note: This article was originally published on the Marketo Blog. At this point, most of us have realized that traditional, or “spray-and-pray” marketing approaches no longer work. We are now living in the Engagement Economy where buyers have more power than brands and expect personalized, relevant interactions at every touchpoint. As Steve Lucas, Marketo CEO, said, to win in the Engagement Economy, marketers must listen and learn before they engage. Now, savvy marketers are … [Read more...]
How Predictive Is Intent Data?
Intent Data is starting to become the newest buzzword within the B2B marketing space. If you went to any marketing conference in the past year, you’ve heard everyone ask about B2B intent data. The earliest adopters are already using it in their analytics or to identify their total addressable market. Many of us are still trying to get a handle it. It’s clear that everybody wants intent data. Marketers get that intent data has practical applications ranging from identifying in-market … [Read more...]
Why B2B Marketers Need to Pay Attention to SiriusDecisions’ New Demand Waterfall
The SiriusDecisions Demand Waterfall is one of the most well-recognized and influential frameworks in the B2B marketing space. It has fundamentally changed the way thousands of B2B organizations have approached, managed and tracked lead management over the past decade. At the 2017 SiriusDecisions Summit this week, SiriusDecisions unveiled a new Demand WaterFall - adding two new stages (Target Demand and Active Demand) - to reflect evolving dynamics in B2B engagement. According to the … [Read more...]
Why You Should be Listening to Your Prospects on Social Media
As marketers in 2017, we’re asking ourselves this question everyday: How can we earn the attention of buyers when they’re busier and more information overloaded than ever before? Marketers need prospects to pay attention to their content, but buyers are overwhelmed. Consider the following stats: The average click through rate for display ads across all formats & placements (USA) is 0.08% (Source: LookbookHQ) The average CTR for promoted tweets on Twitter is 0.35% (Source: … [Read more...]
Building an Efficient and Scalable Revenue Machine
Editor's note: This is the first part of a six part e-book on why sales development teams are necessary for growth and how to create one in your organization. This piece was originally published on LinkedIn. You can download the full eBook PDF HERE! Introduction Organizations that deploy Sales Development teams can increase the conversion rate to opportunity from lead by 40%, and increase ARR exponentially. SDRs are the link between marketing and sales. They are one of the most … [Read more...]
Making Marketing Work in the Engagement Economy – Reflections from Marketo’s #MKTGnation
We walked away from this year’s Marketing Nation Summit feeling shaken about what it means to do successful marketing today. The theme of the conference this year is the Engagement Economy. The message throughout the conference is that engagement - getting buyer’s attention - is everything. Without it, you’re just throwing more content, emails, ads, and offers into the abyss. As modern marketers, we need to understand that simply turning up the volume won’t work. We need a reset for … [Read more...]
How ABM and Inbound Marketing Can Live in Harmony
Many of us at this point have realized that inbound marketing should not be our only approach to demand creation. While inbound marketing still works, we shouldn’t rely solely on inbound marketing in order to reach our target audiences and hit our revenue goals. Why inbound marketing isn’t enough 1. Your sales team needs more leads to work in order to fill their pipeline. It takes too long for inbound leads to move through your nurture programs and raise their hand. 2. Inbound marketing, … [Read more...]
How to Use Twitter to Generate New Leads (Lessons from 500 Marketers)
This is an excerpt from our research study "B2B Demand Generation Trends on Twitter". You can download the complete report here. From a marketing perspective, two things set Twitter apart from other social networks. The first is Twitter’s open nature. Unlike other social networks such as LinkedIn or Facebook, Twitter is completely open and public. You can see anyone’s Twitter page, including their profile, what they’ve posted, what posts they’ve shared, and whom they are following. The … [Read more...]
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