B2B Marketing

Craig Rosenberg, Chief Analyst at TOPO, was a recent guest on our podcast, B2B Nation: Smarketing Edition. In the episode, we discussed: Below are some of the highlights from our conversation.* Marketing automation is the “digital demand generation revolution.” “Marketing automation is one of the reasons we are here today. When we bought marketing automation,…

Innovate. Expand. Peak. Consolidate. Challenge. These are the five stages of maturity for new marketing technology. Most “martech” categories — whether data visualization, mobile marketing, or the ever-popular account-based marketing (ABM) — will go through a growth progression that closely resembles these stages.   ALSO READ: When Marketing Technology Fails While this certainly echoes Everett…

This article is a guest contribution from Paul Albright, CEO and co-founder of Captora. Paul brings unique experiences from leading product, marketing, and sales in some of Silicon Valley’s most innovative companies. Most recently, Paul served as chief revenue officer at Marketo, where he facilitated global revenue growth over 100 percent year-over-year. Paul has also led strategies at SuccessFactors, NetApp,…

“B2B email marketing” is an oxymoron. That’s the problem. The known limitations of email marketing don’t accommodate the demands and complexities of the B2B buying cycle. You can send marketing emails to your contacts seven times a week (Buy our product! Buy our service! 10x your ROI!), and you might provoke a few clicks and conversions,…

Jim Williams, the VP of marketing at Influitive, was a recent guest on our podcast, B2B Nation: Smarketing Edition. In the episode, we discussed: Below are some of the highlights from our conversation.* Word-of-mouth marketing isn’t new. “Word-of-mouth marketing isn’t new. It used to be something every brand really wanted, but no one knew how…

This article is a guest contribution from Amy Saunders, a content creator at Infusionsoft. Infusionsoft helps small businesses thrive with sales and marketing software that uses automation to organize contacts, turn leads into customers and transform customers into raving fans. You’d keep in touch with every customer personally if you had the time, but you don’t. Fortunately, marketing automation…

A marketing campaign is a conversation. It’s a conversation between a business and a group of prospects, but a conversation nonetheless. And like a conversation, it will be short-lived and unproductive if one party fails to show respect and deference to the other. We’ve all, at some point, been trapped in a dead-end conversation with someone…

Autoresponders, lifecycle emails, lead nurturing campaigns, onboarding emails . . . drip campaigns go by many names and serve many purposes. Because email marketing is ubiquitous, it’s easy to take the value of a well-crafted drip campaign for granted. The truth is, automated email series remain one of the most powerful mechanisms for building trust…

This article is a guest contribution from Maria Wachal, Content Manager at Freshmail. Maria is passionate about digital marketing and content creation. She puts her technical and trade experience to work towards the goal of enhancing email marketing. Email marketing is a direct, trusted channel for online communication. With the right approach to email, B2B…

Even in an era of ubiquitous social networks, email remains the customer’s preferred way to communicate with a business. Email is also an effective way to drive traffic to your site, and a superior channel for acquiring customers. Since email is one of the most influential channels for lead generation, email capture is a vital…

These are exciting times for marketers. The mediums used to communicate with buyers are wellsprings of data, and this data has escalated the marketer’s ability to shape and adapt the customer journey to ever more specific degrees. Naturally, personalization has taken the spotlight. The motivations behind personalization are well documented (the average ROI on personalized…

B2B prospecting isn’t synonymous with lead generation, but it is part of lead generation.  It’s the part that takes place on the very front end, before qualification, nurturing, and development. Companies use B2B prospecting to build lists of prospects. Pretty straightforward. Once you have your lists, you can market and sell to them — i.e.…

B2B marketers have an acute need for insight and mastery of skills. Whether it’s the latest research report, a new campaign strategy, or a streamlined technical workflow, every new piece of knowledge has the power to improve job performance and accelerate business growth. In an era of “snackable” content, it might be unpopular to suggest…

Are you comparing affiliate marketing vs. advocate marketing? Trying to find the best way to build a steady stream of business referrals? Both strategies can work well, but each requires a different approach and set of tools. Before pursuing any new marketing strategy, it’s important to understand what it is, how it works, and when…