Extending Marketing’s Influence Across the Buying Journey

52% of B2B companies consider “extending marketing’s influence across the buying journey” as a top priority, per a new study by Madison Logic & Demand Gen Report.   Other key B2B priorities were: analyzing & understanding attribution metrics on account-based ROI Measuring & understanding specific account engagement These priorities skew towards account-based marketing (ABM) which

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How to Influence Today’s Self-Educated Buyers

Historically, the marketing channel and content selection process was driven by a “best-guess” approach. In almost every case, marketers worked with publishers to identify media whose purpose was to attract a target audience. Marketers would purchase advertising, email blasts, customized media placements, sponsorships, and other offerings to reach their target audience with the hope of

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Six Critical First-Steps for B2B Companies to Transform Marketing

B2B manufacturing and professional services companies can tap into a huge competitive advantage if they embrace modern marketing. The changing state of B2B buying has been well-documented. One of the more dramatic changes is an earlier and greater reliance on conducting web-based research prior to reaching out to a salesperson. The pace of retiring baby-boomers

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Social Media Marketing for B2B Companies

Since 2011, I’ve spent considerable time researching and testing social media marketing in a business to business context. Initially, I treated social media as another marketing channel, like email, to distribute content, whether educational or otherwise, to individuals. A communication channel to reach an audience. The goal was two-fold: (1) grow the social audience (e.g.

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How to Build a Customer Acquisition Program

Customer acquisition or B2B demand generation is a high priority marketing activity to help a business grow successfully. Among many challenges, the ability to determine what steps are required to develop an effective demand generation program is difficult. Although there exists a boundless supply of tactics available, less information exists focused on strategy and more

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Marketing Metrics Connecting to Revenue

52% of B2B companies consider “extending marketing’s influence across the buying journey” as a top priority, per a new study by Madison Logic and Demand Gen Report.   Other key B2B priorities highlighted in the study were: analyzing & understanding attribution metrics on account-based ROI Measuring & understanding specific account engagement These priorities skew towards

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Industrial Strength Marketing for B2B Manufacturers

B2B manufacturing companies tend to downplay the role of marketing. Instead, sales play the dominant role.  Historically this made sense. Salespeople beat the pavement, knocking on doors and building relationships with potential buyers. It wasn’t difficult to collect or buy a list of potential buyers and send a field sales person out to visit them. Even attending

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Top Two Demand Generation Priorities for 2018

A recent Demand Gen Report uncovered the top priorities for B2Bmarketers in 2018. The top two demand generation priorities for B2B marketers for 2018 per a DemandGen Report are: Focusing on lead quality over lead quantity Improving conversion rates and campaign results Excellent priorities. Let’s break these down. Prioritizing lead quality is more indicative of marketing tech advancements

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67% Improvement in Closing Deals When…

“When sales and marketing teams are in sync, companies became 67% better at closing deals.” [Marketo] Good news. But how should a B2B company sync sales and marketing? What about implementing these: Organizational structure change? Implement an SLA between the teams? Share revenue goals and KPIs? Establish weekly sync meetings between the teams? Co-create the

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B2B Marketing is About Data

The most successful B2B companies are buyer-first. What does this mean exactly? These B2B companies know who their buyers are, what their pain points and goals are, how they seek information and evaluate options and how they make buying decisions. All critical and actionable insights driven by the collection and analysis of data. In today’s

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