B2B Marketing

This is a guest post from Kimbe MacMaster, Content Marketing Manager at Vidyard. Kimbe is passionate about content marketing and loves using video to drive business results.  In traditional B2B marketing, new leads and opportunities are the most common key performance indicators. But when it comes to account-based marketing (ABM), the traditional metrics don’t always apply. That’s because ABM…

According to David C. Edelman and the Harvard Business Review, “Today’s [customers] are promiscuous in their brand relationships.” How, then, can the modern marketer build an effective advocate marketing strategy? For starters, you need to understand the value of advocacy. Influitive — a software vendor that helps companies encourage, track, and reward advocacy — defines advocates as: “…customers, partners, employees, influencers, and…

Lars Bastholm is the Global Chief Creative Officer at THE ZOO, Google’s creative think tank for brands and agencies. He was a recent guest on our TechnologyAdvice Expert Interview Series. In this episode, we discuss the importance of partnership and collaboration, the growth of virtual reality, how technology has impacted advertising and marketing, and what…

This is a guest post from Erik Harbison, the Chief Marketing Officer at AWeber. Erik oversees the company’s overall marketing operations, vision, and strategy. His areas of expertise range from emerging marketing strategies and customer retention/loyalty to email marketing, social media, and performance-based marketing recipes. _____ Email is not dead. In 2015, email was one…

If you know anything about lead generation, you know it’s important to balance programs across multiple channels. A multi-channel campaign, properly constructed, will bring in a decent volume of leads at all stages of the funnel. What are those channels and sources? Most lists include the usual suspects: But there’s another avenue you might not…

“The future is already here. It’s just not evenly distributed yet.” Attributed to the indelible William Gibson, this quote could be used to describe any range of technologies, but in the current marketing landscape, it’s best suited to characterize the state of personalization. ALSO READ: 5 Strategies Every CMO is Planning for 2016 Marketers are…

Marketing has an intrinsic link to outsourcing. Ever since the industry grew from a novelty to a full-blown profession, businesses have relied on the expertise of agencies outside the company’s walls to strategize and execute various pieces of marketing, media, and advertising. In days past, these partnerships were mostly comprised of creative agencies, but the…

Marketing technology — or “MarTech,” as some call it — is one of the fastest-growing IT verticals. But the rising tide of new tools and platforms isn’t just adding convenience to old workflows; it’s literally changing the way we market. Take marketing automation platforms (MAPs), for example, which have given B2B companies the ability to…

The following guest post was written by Rachel Martinez, a communications and marketing specialist at ZoomInfo. ____ Have you lost touch with your contacts? It happens more often than you’d think, even with a lead nurturing strategy in place.   Some people are simply not interested; others could be convinced with timely and relevant content.…

The increasing amount of low quality leads marketing automation software passes to sales is a trend companies can’t ignore. Properly scoring leads can fight low quality and keep your sales team closing deals. Sixty-seven percent of the buyer’s journey is now digital, according to B2B marketing experts SiriusDecisions. This means by the time you speak with a…

Everyone wants to be data driven. Using data to test hypotheses and inform decisions is a much better formula for developing marketing strategies than pure intuition. It also paints marketing more as a science than an art, which appeals to executives and engineers alike. the contact data marketers endeavor so diligently to collect decays It’s…

Earlier this year, SiriusDecisions released a study revealing a staggering 92 percent of marketers believe account-based marketing is essential for business-to-business marketing. a slew of new technologies is making it possible for small and mid-market companies to target the proverbial “whales” Despite the fact that only one in five of those same respondents have a full…

This is a guest post from FreshMail’s Joanna Wojcik. As Content Manager at FreshMail, Joanna is responsible for creating valuable material and building relationships with online communities where businesses meet. She can be contacted at joanna.wojcik@freshmail.com ____ When it comes to acquiring highly skilled professionals —  such as mobile app developers or big data specialists  …

If you run a B2B company, you may feel like you’re constantly trying to get more leads. Don’t worry; you’re not alone. According to a recent Placester study, 78 percent of B2B marketers say this is the biggest challenge they face. No matter how many “thought leaders” declare the dawning of a new inbound era,…

Some businesses still don’t know what they are, yet people have already pronounced the MQL dead. This couldn’t be further from the truth. Marketing qualified leads are one of the most important metrics marketers can measure. Why? Because these leads become customers. Based on qualifiers such as specific demographics, activities, or behaviors, MQLs are more…