B2B Marketing

Build or buy? It’s the question of the hour for many B2B marketers. Do you build your own campaigns — your own content, creatives, landing pages, ads, drip programs, analytics — or do you pay for outside help? I think we all know, instinctively, that the answer is both. It’s admirable to own your own…

Amar Doshi, the vice president of product at 6Sense, was a recent guest on our podcast, B2B Nation. In this episode, we discussed: Below are some of the highlights from our conversation.* B2B ESP was about owning the customer journey. “More and more marketers are starting to understand that they must go beyond the tactical…

Account-based marketing (ABM) is quickly becoming the strategy of choice for B2B marketers.  We’ve written about the topic extensively here at TechnologyAdvice and even built a new category in our product database — account-based marketing software — to help buyers find the right tools for their ABM efforts. Technology is important for modern ABM, but…

Attend the tale of every SaaS startup you’ve ever known. First, the vision: to make the world a better place — to change the way people work . . . or maybe just the way salespeople work, or maybe just the way salespeople send prospect emails while they’re at work. Then, the platform: a solution so…

Marketers are locked in an eternal battle against apathy. To get people to buy something, you must first convince them they need what your company sells, and that they should care about what you’re saying. In academic terminology, this process refers to influencing customer need recognition. Modern buyers may travel increasingly convoluted paths to becoming a customer, but…

New technologies, a return to account-based selling, and increasingly rich data sources are driving an outbound marketing comeback, but many inbound-minded marketers/salespeople feel ill-prepared to drive outbound demand. Thankfully, there are more similarities between inbound and outbound than you might think. No matter the lead generation model, leads will always need to be qualified by a…

SaaS marketing is anything but easy. You’re promoting a product — er, a service, or a tool, or a platform, or something — that doesn’t lend itself to concise, coherent description. And yet, you desperately need buyers to understand your value proposition. Within five minutes of landing on your site, they should know (1) what…

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…