Marketo Resource News
5 Insights for Lead Generation
As lead generation gets more advanced and competitive, companies will be looking for more ways to improve their lead management processes so they can beat last year’s numbers and the competition. While there are probably as many different lead management processes as there are companies that use them, the most successful companies share some common [...]
New Twitter Features That Can Benefit B2B Sales and Marketing Teams
Twitter is probably not what most people think of when they’re angling for B2B sales. But that could be changing, now that Twitter has acquired new features and services that marketers and sales teams could find quite valuable. Read on to discover the latest in Twitter innovations and how B2B sales people can take advantage of them.
Why Should You Consider Social Game Marketing?
One of the duties of a marketer is to extend awareness of their brand to the right audience. Depending on your organization’s target market, social media games can be an excellent way to help with word-of-mouth marketing and keep customers and prospects engaged with your brand.
Facebook Pains: Facial Recognition
Facebook has integrated facial recognition technology that attempts to identify photos of people in order to make the tagging process quicker and easier. Though it doesn’t actually tag the photo with your name based on its own presumptions, it does ask your friends if you are the person in the photo. Many people won’t think twice about this feature, but it could have some unintended consequences for B2B marketers.
Keyword Strategy: 10 Ways NOT To Build Your Keyword Glossary
If maintaining a modern online marketing effort wasn’t already enough to challenge even the most stalwart B2B marketer, there’s the new wave of social media, blogging, RSS feeds, and targeted e-mail marketing to consider as well. On top of this, a marketer needs to be able to discern how best to attract search engine spiders [...]
Highlights from the 2011 Social Media Marketing Industry Report
Third yearly survey finds that the medium’s popularity is growing Social media has moved with lightning speed from the fringe to becoming a mainstream marketing tool. This internet-based medium offers an extraordinary opportunity for businesses to step beyond traditional intermediaries and connect directly with their customers. Naturally, most businesses are exploring how social media can [...]
Advice from Marketing Savvy CEOs
Famous successful leaders have plenty of wisdom to offer Successful marketing-focused leaders understand more than strategy and products, they understand the power of effective leadership. CEOs that are a stable, dependable influence keep team members focused and marketing operations moving forward while attracting, nurturing and retaining outstanding clients.The effectiveness of a leader can directly impact [...]
The Top 5 Facebook Gaffes B2B Marketers Continuously Make
In 2011, companies will spend approximately $716 million on social media. Facebook is at the forefront of the social media world, being the most widely used social media outlet on the net. Consider these staggering numbers: Facebook has over 750 million users People spend more than 700 billion minutes per month on the site 50% [...]
The 3 E’s to Improving Sales Effectiveness
Can your organization benefit from improved sales effectiveness? That is, would you answer yes to any (or all) of the following questions? • Do you find yourself frustrated trying to generate qualified leads for your sales team?• Do you live an endless nightmare trying to motivate the sales team to follow up on inquiries?• Is [...]
3 Blogging Metrics to Measure Success
If you contribute to a blog, whether it’s personally or for your company, you have firsthand experience on the amount of time and energy it takes to create fresh and compelling content. It is no easy task. Not only do you have to provide engaging content, but it has to benefit both you and [...]
Don’t Be Afraid to Implement Drip Marketing
Dive into drip marketing! The “water” is fine! “A drop of water hollows a stone, not by force, but by continuously dripping.” ~ Ovid The drip marketing approach is modeled on the agricultural process of “drip irrigation,” which hydrates plants using small amounts of water over long periods of time. Similar to nurturing crops, each [...]
Leave Your Unique Online Footprint For B2B Marketing Success
Leaving your mark on the online landscape means creating footprints that won’t wash away in the sand. It takes a deliberate B2B marketing strategy to help you leave the most effective online footprints for prospects to step in the right direction – to your brand. Many trails that lead to the multitude of brands on the net. Follow these three tips to be sure your B2B marketing footprints are unique.
20 Ways to Fail With Content Marketing
Have you ever poured your team’s time and resources into developing B2B marketing content, only to watch it fail to resonate with your audience? Well, you know what they say: those who don’t learn from their mistakes are doomed to repeat them. Check out our list and see if you can attribute that poor campaign performance to one of these 20 Ways to Fail With Content Marketing.
Leveraging B2B Social Media For Demand Generation Success
Every B2B marketer wants to create a bigger pool of quality leads. They’ve heard the words “social media” bandied about as a means of accomplishing this, but many marketers are still wary of using social media as part of their online lead generation campaigns. The good news is that there's no real secret to harnessing B2B social media. All it really takes is acting in accordance with a few key premises that have been around since time immemorial. Follow these three easy ways to leverage social media for your demand generation and start harnessing the marketing power of B2B social media.
Control Your Marketing ROI Destiny With Lead Generation Software
How do you buy your popcorn? Sounds like a silly question, but there’s reason to pause when you’re about to purchase that classic movie snack. Do you buy popcorn kernels (prospects) or popped popcorn (leads)? Which is better? For snack consumers and B2B marketers alike, it’s always been a debate. Some B2B companies would rather [...]
Concocting the Perfect B2B Marketing Formula: 5 Ways to Generate Quality Sales Leads
Discovering the perfect formula for generating a qualified sales lead takes research, experimentation and creativity in order to produce B2B marketing success. Have you invested the right resources and intellect into your B2B marketing formula? Are you sure that your process is repeatable and will deliver the same results each time? If you are standing [...]
4 Aspects of Effective Lead Nurturing Campaigns
Every business needs lead generation, and any marketing professional will tell you that a good lead generation program includes effective lead nurturing . One of the best ways to stay top-of-mind with your prospects is to implement a Stay in Touch campaign. These campaigns reach out to your prospects at defined intervals, keeping your brand in front of them so they will think of you first when they need your products or services. There are four aspects of Stay in Touch campaigns that must be properly managed for effective lead nurturing:
Key Revenue Questions for Sales Leaders
Lead generation in today’s B2B marketplace looks radically different than that of years past. For example, traditionally, the average sales cycle (opportunity to closed deal) has lasted about 45 days. But new sales leaders work from the revenue cycle (meet prospect to deal closed), which lasts about 115 days. This is a reflection of how today's organizations are taking a broader look at the entire process through revenue performance management. To determine whether your sales processes are performing at the highest possible level, consider these key revenue questions.
4 Basics to Create Effective Social Media Campaigns
You have decided to take your marketing efforts and go multi-channel by engaging in social media. Congrats! Now you likely face the challenge of navigating the landscape to decide which outlets are best to connect with your prospects and build a relationship. Before you begin, remember that once you go down the social media road, [...]
Is Your Marketing Plan Squashing Your Marketing ROI?
Given prep time, most seasoned marketers would be able to produce a professional marketing plan, stating exactly how much is needed to fund tactics ranging from email to social media campaigns. And yet even with academically sound, professional looking plans, less than 20% of the C-suite gave marketing an ‘A’ in a recent study conducted [...]
Harmonize Your B2B Efforts By Fine Tuning Your Lead Database
With the growth of marketing as a valuable contributor to the bottom line, it’s time that lead databases provide B2B marketers with the information they need for effective lead management and the ability to deliver the ultimate sales leads. If you are making a push to align sales and marketing in your organization, the process [...]
10 Characteristics of Effective Marketing Analytics
As marketers, we impact the bottom-line. We are NOT just the group that makes color brochures. Just a few weeks into Q2, let’s commit to proving it. Marketing analytics help you as a marketer stay accountable, optimize revenue – and perhaps most importantly – prove your worth beyond a shadow of a doubt. Below, find [...]
4 Key CMO Deliverables for Marketing Forecasting
When sales and marketing report to leadership, there can be gaps between what the Chief Sales Officer (CSO) provides and what the Chief Marketo Officer (CMO) is able to provide. Because the nature of sales forecasting is easier to analyze and quantify, CSOs often get more support from leadership. Yet according to a 2010 survey [...]
Fine Tune Your Lead Scoring and Drive More Sales
When building your lead management process, lead scoring can be difficult to incorporate because oftentimes a deep base of knowledge is needed to initiate your program. At the foundation of all lead scoring is the compilation of data that defines your company’s ideal sales leads. Factors such as buyer patterns, lead behavior within the sales [...]
3 Unique Ideas for Lead Generation
At the heart of all B2B Marketing is lead generation. Gone are the days when sales teams relied solely on their own efforts, such as cold calling, to drum up leads. Sophisticated changes in how companies generate and manage leads has lead sales and marketing into a collaborative effort to ensure each owns responsibility for [...]
Social Media Marketing – Do You Know Your Audiences?
So you’ve decided to branch out with your B2B marketing and incorporate social media into your strategy. The good news is a whole new arena of potential customers stretches out in front of you. The bad news is, you could waste valuable time and money if you don’t understand your audiences. To create a social [...]
4 Tools for the Social Media Marketer
When you leap into the social media pool, you can’t just splash around and hope to get stellar results. The best B2B marketing campaigns revolve around both a multi-channel strategy and the tools that help track and measure their success. There is an exploding collection of media marketing tools available today. We’ve chosen 4 must-haves [...]
3 Must-Have Tools For Competitive B2B Intelligence
B2B marketing professionals have little opportunity to rest these days. Not only do you have to keep up with the latest marketing trends, but you also have to dedicate time to studying the competition. The digital marketplace can be a tough place to excel and a great way to move to the front of the [...]
Is Your Data Management as Good as it Could Be?
B2B marketing, lead nurturing, lead scoring, lead generation and management as well as other important functions all rely on one thing – effective data management. Without correct and timely data, decisions as to marketing campaigns, concepts and content will be made relying on hypothesis instead of fact. To understand how to improve your data management [...]
Five Tips To Creating Effective Lead Generation Landing Pages
New trends in revenue performance management are encouraging businesses to give marketing more credit in the mix of valuable elements in the sales process. No longer should companies view marketing as a cost center not integral to revenue creation and one area where marketing provides a valuable role is in the creation of campaign elements [...]
10 Tips for Successful B2B Email Marketing Campaigns
B2B Email marketing campaigns are essential elements of B2B marketing strategies. They communicate and build relationships with prospects, gather important data and help boost marketing ROI. As important as these campaigns are for marketers, many miss the mark and continue to fall short on the campaign’s return. To build, execute and maintain effective email marketing [...]
Speed Up Your Revenue Cycle By Using Real Time Quotes To Generate Leads
In case you haven’t noticed, how companies sell products/services is drastically different than 20 or even 10 years ago. Why? Because the buyer has evolved past needing any one company to inform their buying decisions. Rather, they are in control with what information they receive and when. Marketing and sales people no longer have a [...]
5 Step Process for Successful Lead Management
Optimal lead generation processes continue to evolve with the business and its needs. To achieve a higher percentage of sales-ready leads and close more sales, marketers should carefully consider each lead generated, work with the sales team to identify and track the quality of the lead and decide which path each lead should then follow. [...]
Marketing Measurement Best Practices
Even with a good marketing automation solution in place, today’s B2B marketing teams faces massive amounts of data. This leads to three major issues: reporting, the actual data and testing. To understand how much value a marketing campaign delivered, it’s critical to have strong reporting to answer questions such as: How many emails did we [...]
Insights for Lead Generation in 2011
As lead generation gets more advanced and competitive in 2011, companies will be looking for more ways to improve their lead management processes so they can beat last year’s numbers and the competition. While there are probably as many different lead management processes as there are companies that use them, the most successful companies share [...]
Lead Scoring Best Practices: Evolve Your Leads to the Next Level
Today, prospects are more informed about buying decisions and are more inclined to buy from a competitor if pushed too soon for a sale. Learning how to qualify and filter leads will ensure sales and marketing resources are effective in bringing in and keeping qualified leads. The key to qualify potential leads is by scoring [...]
Boost Marketing ROI By Evolving To The New Revenue Engine
In order to meet or even exceed revenue forecasts, it’s essential to follow a revenue engine that will meet the company’s needs. According to CSO insight’s 2010 Sales Performance Optimization study, only 52% of sales reps met quota in 2009. The study also reported a stunning statistic that companies only achieved 78% of their revenue [...]
Effective Lead Nurturing With B2B Email Marketing
An email marketing tips eBook from Marketo outlines how many B2B marketers spend a considerable amount of time on lead nurturing campaigns. Data from this eBook clarifies only 25% of new leads are sales-ready, 25% are immediately disqualified and the remaining 50% needs nurturing. One of the most effective ways to nurture leads is through [...]
11 Essential Tips For Content Marketing
In the eBook: Key Content Marketing Trends and Predictions for 2010, 39 of the top marketers and social media professionals give their predictions on the question: “What are the key marketing trends and predictions for 2010?” Based on the trends, the number one prediction was: interruptive marketing is a thing of the past. This means [...]
Marketing Operations Best Practices – 3 Keys To Success
Marketing operations success is not an overnight process. According to a benchmark study by Marketing Operations Partners, technology companies succeed through a mix of success factors and overcoming obstacles. To summarize the findings in the study, three key factors were consistent among the companies. Defined below is each key factor and how they contribute to [...]
Why Revenue Cycle Analytics Is The Future Of Marketing
For modern marketing professionals it is imperative to measure the impact marketing has on the revenue cycle. Comprehensive measurement evolves marketing from a cost center into a revenue driver. Statistics from Lenskold Group/MarketSphere Marketing ROI and Measurement Study underline the importance of this: 65% of marketers say that CEOs and CFOs are making greater demands [...]
Understanding The 4 Phases Of Lead Nurturing
According to a benchmark survey conducted by DemandGen Report, only 8% of B2B businesses have automated lead nurturing programs. That means the remaining 92% who have failed to develop a B2B lead nurturing process are leaving money on the table by only engaging in traditional lead generation. Of the businesses that have successfully deployed nurturing [...]
How You Can Keep Pace With The Changing B2B Buyer
The B2B buying process today is changing and so is the buyer. Traditional active selling no longer works and there is more work to keep pace with the new buyer of your product or service. Adding new technology, tools and tactics to your B2B marketing strategy will get you on the right track to keeping [...]
Sales 2.0 Success Kit – Align Sales And Marketing Today
What approach do you use for B2B sales? Do you use traditional techniques or are you also embracing newer strategies and leveraging Sales 2.0? Let’s take a look at what combining traditional and digital B2B sales strategies does and where to find helpful resources to help you achieve B2B selling success. The Secret Ingredient of [...]
Think You Know B2B Marketing? You Don’t Know Jack
What do you know about B2B Marketing? Do you hate to study or take tests? Well, why not try out a fun and interesting way to flex your brain? You Don’t Know Jack About B2B Marketing B2B Marketing takes knowledge, skills and great marketing tools. Many marketing professionals use their knowledge and skills every day [...]
5 B2B Marketing Updates Around The Web
Keeping up to date on news in B2B marketing is critical. In addition with keeping up with the latest tools and resources from Marketo, you’ll want to understand what’s going in in the industry as a whole. Without knowing what’s happening, how will you address customer concerns or speak with prospects on breaking news? It’s [...]
Ten Effective Ways to Optimize Your Lead Management Process
Getting qualified leads to consistently buy your products or services takes everything from lead nurturing to scoring along with a full understanding of the sales cycle. To manage all of the tasks involved, there is the lead management process. If done correctly, an optimized process creates more educated buyers, helps you understand the prospect’s needs [...]
B2B Marketing Optimization Secrets
How are you optimizing your B2B marketing efforts? What if there was a comprehensive guide with the secrets of optimizing your marketing activities? There is. Three Key Steps to B2B Marketing Optimization This white paper combines the three main areas of B2B marketing that you must optimize. When you look at optimizing each area of [...]
3 Demand Generation Techniques You Aren’t Using But Should
Unlike traditional “throw any lead over” generation, demand generation is about quality prospects, nurturing qualified leads to engage with sales, collaborating marketing and sales efforts and measuring the results. In theory, innovative generation strategy functions as a series rather than traditionally as a single action. The ideas behind demand generation are universal including quality prospects, [...]
How to Develop Effective Marketing Forecasting
51.4% of companies say their ability to accurately forecast revenue needs improvement, and only 5.1% say their ability exceeds expectations (CSO Insights, 2010). What’s attributing to this inaccuracy? Mainly these numbers appear so alarming due to a lack of clear forecasting processes, over relying upon error-prone spreadsheets and perhaps the most overlooked issue, bottom-up forecasting. [...]
Marketing Automation Technology Must Blend With Process
Significant upgrades to technology must be made by today’s B2B marketing departments to ensure the continued growth of an organization. While this statement is boilerplate within the sales pitches of marketing technology vendors, often left unsaid is the likelihood of failure if upgrades are not supported by established processes. In the recent SirusDecisions Research Brief, [...]
5 Lessons In B2B Marketing Books From The Marketo Book Club
To keep up with the changing world of B2B marketing and learn new marketing lessons, you need to consider all resources available to you – this includes books. But with so many books available, it’s hard to know what you should start with. Today, we’ll provide that starting point. Following are 5 books (and a [...]
Why Understanding B2B Marketing Jargon Matters
Some are for it; some don’t want to hear it, but if you want to maximize your marketing potential, it’s important to understand B2B marketing jargon. Understanding and using it where needed makes you ready to market on the right level with your prospective customer. Consider these 5 reasons why you should understand B2B marketing [...]
How Marketing ROI Analytics Puts You Ahead Of The Game
Under pressure to produce clear and accurate B2B marketing reports, marketers need to look beyond the manual process of data gathering and spreadsheets. Marketers need an effective and automated tool to get reports produced and out to those that need this critical information. What are the benefits of using automation vs. manually producing marketing reports? [...]
Taking Training And Enablement Seriously
The path you take to build, migrate or upgrade your marketing automation solution is a complex but highly worthwhile process. You need to have the right combination of training, enablement and technology that increases qualified leads and revenue. Keeping that in mind, the training and enablement packages provided by Marketo give you what you need [...]
3 Reasons To Implement Landing Pages (And Why Optimization Is Vital)
Are you getting traffic to your site, but your conversion rates are dropping? Does your b2b marketing mix include landing pages to redirect your prospects to or do you send them to the home page of your website? If you’re not using landing pages, you should. Consider these 3 reasons landing pages are essential and [...]
B2B Marketing Links: 5 Content Marketing Posts To Sharpen Your Writing Skills
Content marketing is an essential skill for modern marketers. In B2B marketing especially, creating effective content across channels and marketing specializations is a requisite for success. At Marketo, we fully embrace content marketing through a variety of channels and find it to be an incredibly effective way to increase our KPIs, and ultimately objective metrics. [...]
3 Reasons to Download The Definitive Guide to Lead Nurturing
The Definitive Guide to Lead Nurturing from Marketo offers an in-depth look at lead nurturing, the need for it, the way it works and how to calculate the ROI. The guide consolidates lead nurturing into one informative, practical guide with information and insight from thought leaders Sergio Balegno, Senior Analyst at MarketingSherpa, and Jon Miller, VP Marketing at Marketo.
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