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by Jason Miller The most prominent brands in the world are defined by their colors. Think of McDonald’s golden arches, the name Jet Blue, and UPS’ slogan, “What can Brown do for you?” These companies, and many others, strategically use colors in their logo, website, and product to appeal to customers. As a B2B marketer , it’s important to think about how you utilize colors and what the colors you choose say about your business.
When I first graduated from college almost 20 years ago, I quickly learned that I was not prepared to have conversations with experienced business professionals on the reality of the business challenges they were confronting. My approach was to subscribe to 3 magazines: BusinessWeek , Fast Company and Newsweek and I read the newspaper every single day.
As marketing your business online continues to evolve it’s become essential to look at how you view your online presence in a global, integrated and strategic manner. Ernst Vikne via Flickr. From this view, I believe you can gain the greatest coverage with the least amount of chasing your tail. I believe there’s a bit of a hierarchy to what must be done first and by adhering to this loose order you’ll always know what comes next.
by Jason Miller The results of the fourth annual Social Media Marketing Industry Report are in. Conducted by Social Media Examiner, the survey asked more than 3,800 marketers where they focus their social media activities, how much time they invest and what the rewards are for doing so. The results show that B2B marketing professionals are indeed achieving tremendous results with social media marketing, and in many cases, beating out their B2C counterparts.
Marketing and sales might be two halves of the same coin, but how often do they feel like they’re tossed in completely different directions? It’s time to bridge the gap, align your teams, and start building a pipeline instead of frustration. Join us for this insightful webinar to transform your siloed teams into a powerhouse partnership. What you’ll learn: A clear understanding of why sales and marketing alignment is crucial for business growth.
by Maria Pergolino You’ve finally convinced your boss that content marketing is critical to your marketing strategy. You’ve found an editor that understands your industry. You’ve even purchased a marketing automation system to ensure that your content is seen by everyone in your database at the right time. Victory! Or not? When we think of content, we often think of a compilation of words, words that tell a story relevant to our buyer and connect to our brand.
by Jason Miller Content marketing is the new black for B2B marketers and many analysts predict that it’s only going to become more vital as businesses adapt to today’s social savvy buyer. According to a recent study by the Custom Content Council , 73% of consumers prefer to get their information about an organization in articles rather than advertisements.
by Jason Miller We are all visual thinkers. 75 percent of the sensory neurons in our brains are processing visual information. As B2B marketers we are constantly bombarded with information from discussions, presentations, and reports, the question arises: how do we keep all of this information and transform it into something organized and accessible?
by Jason Miller We are all visual thinkers. 75 percent of the sensory neurons in our brains are processing visual information. As B2B marketers we are constantly bombarded with information from discussions, presentations, and reports, the question arises: how do we keep all of this information and transform it into something organized and accessible?
by Jason Miller I’m pleased to introduce Rajesh Kadam, founder and CEO of Growth Fusion , as a guest blogger. Growth Fusion is a boutique integrated marketing agency with a strong focus on ROI-driven Customer Acquisition and Demand Generation. Rajesh is a Marketo expert and has hands-on experience defining projects and implementing them at both venture-backed start-ups and consulting firms.
by Maria Pergolino Recently, Marketo hosted over 1200 people at our annual user conference, bringing customers, employees, industry luminaries, and prospects from all over the world together. To me, the greatest part of the event was hearing about how others were utilizing Marketo’s platform, particularly everyone’s unique use cases for marketing automation.
by Josh Aberant Many marketers have been in a situation where their boss comes up with a crazy idea they would like to have implemented. Staying focused on initiatives that work often requires pushing back on the idea, but the problem is that staying employed often requires entertaining the idea. This results in a conundrum for marketers. Nicole Delma is the Chief Data Officer for the up and coming music startup RCRD LBL, and during a panel discussion at the Online Trust Alliance Forum she shar
by Jon Miller A few weeks ago I was interviewed by The CMO Club , a website dedicated to bringing CMOs together to become better leaders, marketers, and deal makers. The interview was focused on how to build CMO power by driving revenue in B2B. Despite the fact that most CMOs know they’re driving revenue, they are unsure of the ROI of their marketing.
Unlock the Power of Historical Data A Data Revolution: Why Your AMS/CRM Needs a Native Data Warehouse Today’s association leaders need more than real-time snapshots—they need the full story. MemberSuite: A Data Revolution reveals how a native data warehouse transforms your AMS into a strategic decision-making engine. In this free eBook, you’ll discover: The difference between a database and a data warehouse—and why it matters How to gain historical visibility into membership, engagement, events,
by Rick Siegfried Our friends at MarketingProfs hosted the most recent installation of their Digital Marketing World virtual conference series last Friday. The topic was that which no marketer can seem to get enough of these days, Social Media. It was interesting to see how social marketing has taken a profound shift from being about brand awareness to being about lead generation.
by Maria Pergolino You’re considering ramping up your marketing results by implementing a marketing automation system , but know you’ll need to find someone to get things going. This article will explain why it might seem hard to find someone with the right skills, where to look for candidates, and what to do when you can’t find someone with experience.
According to a CMO Council study of more than 200 marketing executives, covered by MediaWeek , marketers are being left behind by the digital age. The report stated that 90% of companies do not have an integrated digital marketing strategy. And more than a third admitted that their marketing plans were nothing more than a combination of tactics. Despite this, 20% of the marketing leaders reported having the approval from the C-Suite to make digital a reality in their organization, while 42% clai
by Jason Miller I recently watched an incredibly inspiring Ted Talk by Tim Harford. Harford is an economics writer who studies complex systems and finds a surprising link among the most successful ones; they are built through trial and error. His talk centers around the idea of a God complex – a refusal to admit the possibility of being wrong regardless of the complexity of the situation – and how trial and error creates better results than a self proclaimed expert.
Speaker: Lee Andrews, Founder at LJA New Media & Tony Karrer, Founder and CTO at Aggregage
This session will walk you through how one CEO used generative AI, workflow automation, and sales personalization to transform an entire security company—then built the Zero to Strategy framework that other mid-market leaders are now using to unlock 3.5x ROI. As a business executive, you’ll learn how to assess AI opportunities in your business, drive adoption across teams, and overcome internal resource constraints—without hiring a single data scientist.
by Jason Miller More than 400 companies participated in The Marketo Benchmark on Revenue Performance Management survey to learn how top performers were maximizing revenue coming directly from their marketing initiatives. The survey examined revenue performance maturity and performance metrics for each company across three categories: growing number and quality of leads and opportunities, improving sales effectiveness , and optimizing sales and marketing ROI (return on investment).
Content Marketing is a hot new topic because businesses have realized that customers run away when they sense traditional marketing techniques. But now instead of competing on the sheer quantity of interruptions, businesses are competing on the quality of their content. Change is coming for many B2B Marketers. But for some of us, it’s already here and we are lighting the path forward.
When most people encounter an online registration form from a company they either don’t know or who they feel hasn’t earned the right to ask for their information, they either abandon the form or they provide incorrect information. Maybe you do the same? One of the biggest challenges in Online Marketing is the over-abundance of late-stage, product-specific and gated content.
by Caroline Ruggiero As a practitioner of marketing automation , I am constantly judging and silently grading any content marketing efforts targeted towards myself as a consumer. Marketing automation tools like Marketo continue to bring the ability to customize content dynamically and tailor it to every lead. Recently, I received a Direct Mail piece and an email within a one week period from an online pet products retailer that I had purchased from.
Speaker: Kevin Burke, Founder & Managing Director at Digital One and AI & Automation Consultant
AI and automation are currently transforming the way sales and marketing teams operate. Generative AI crafts personalized outreach at scale, while conversational AI bots are engaging prospects in real time. Robotic process automation streamlines manual workflows by triggering tasks the moment a prospect takes a key action, and advanced AI analytics surface hidden patterns in the pipeline, improve forecasting, and help teams make data-driven decisions with confidence.
While many of us use social media to connect with friends and colleagues, to share our favorite photos and to exchange lots of information, how many of us are actively working to build our personal brands? Should we bother? Won’t our managers wonder why we have the time to tweet and post and +1 when we should be “doing our jobs?” Many marketers are asking themselves if now is the time to build their personal brand.
I don’t often make personal pleas, tell overly-personal stories or ask my community of readers here for support on any issue. But this project, this video and the countless people who suffer in silence due to bullying or a lack of acceptance of their differences every day is too important to ignore. So instead of talking about B2B Marketing (the topic seems so meaningless in this context), I am sharing with you a video , made by my colleague, Moya Watson (@ MoyaLynne ) with many others fro
Recently I had a conversation with a fellow marketer who challenged the notion that inbound leads costs less. They pointed to the high cost per lead of some paid search (PPC) campaigns as evidence. I tried to identify the challenges of using paid search as a proof point that pull marketing is not a cheaper, more effective approach. One of the great benefits of blogging is that it allows me to think a little longer on how best to respond to really important questions like these.
by Phil Fernandez. An organization is ultimately all about generating revenue. In today’s video blog post, I explain when marketing and sales work together on a single revenue cycle, it’s like flipping on the high beams to see further out and understand how a company’s revenue stream is going to perform in the future. Show Me the Money!
Are you struggling to highlight your impact and showcase the results of your team’s marketing efforts? Do you find it challenging to build more effective campaigns that drive meaningful results? The key may lie in unlocking the power of marketing technology (martech)—but as a non-technical marketing leader, navigating this landscape can feel daunting.
Actually, starting a business is pretty easy these days. Figuring out how to sell something, something you know how to deliver or something in demand, isn’t that hard or expensive anymore – if, your goal is to simply bang out a living and get by. kenteegardin via Flickr. If, however, your goals are a bit more ambitious, say to grow an asset that you might sell, become wealthy or dominate an entire industry, then you better be prepared to do things a little differently than most.
No matter how great a product, service, category or industry seems, there is always room for innovation that can drive more sales. Ed Yourdon via Flickr. Often times we unknowingly create barriers to purchase simply because we don’t understand they exist as they aren’t insurmountable, just annoying. Or, we leave industry-accepted barriers in place because that’s just the way everyone does it.
I’m taking some vacation time this week and I’m actually going to stand waste deep in the Columbia River in Oregon and cast for Trout. (Don’t worry I won’t hurt any I’m strictly a catch and release kind of guy.) While I am away, I have a great lineup of guest bloggers filling my shoes. This post is brought to you from Sarah Petty.
In a move that I predicted from the very beginning, Google has finally scrapped the Google Places offering and rolled all Places profiles into what they are calling Google+ Local. Google+ Local offering. Now, you could argue, and some will, that forcing local business owners on to Google+ is yet another sign that Google is putting way too much emphasis on their desire to become relevant in social media, but the fact is, it’s still very much Google’s world that we playing in.
AI adoption is reshaping sales and marketing. But is it delivering real results? We surveyed 1,000+ GTM professionals to find out. The data is clear: AI users report 47% higher productivity and an average of 12 hours saved per week. But leaders say mainstream AI tools still fall short on accuracy and business impact. Download the full report today to see how AI is being used — and where go-to-market professionals think there are gaps and opportunities.
I think Google Hangouts are the most interesting aspect of Google+. To date, however, I don’t see them being used in very creative ways. A Google Hangout is little more than a glorified video chat and could be accomplished using a variety of technology, but they are unique for two important reasons. First, the technology exists inside of Google+ so you have a simple interface to involve your connections inside of the platform.
There was a day when the press release did a lot of the work in generating actual media coverage for a firm announcing a new product, acquisition, award or some other newsworthy milestone. Yan Arief via Flickr CC. Today a great deal of this kind of news is either delivered directly to audiences through social channels or carried by a PR professional as part of a broader pitch for coverage or advocacy.
In yesterday’s post I outlined the road map for building a total web presence even though you’re short on time. Today I want to share an eBook I wrote that reveals how and why I use certain tools to get some of the online work I do, done. There should be something for everyone in this free eBook – The Productivity Handbook: 7 Popular Web Apps That Can Change The Way You Do Business – Go get your copy here and don’t be afraid to share with friends!
It’s mid-year once again. July is a great time to replan your year. Perhaps you’ve lost your way a bit, need to get clarity, regain your focus and narrow your thinking to a few select high priority action items. Below is a process that we use on a quarterly basis. I’ve described as though you’ll be doing it for the first time, but subsequent quarterly reviews are more a realignment than a starting over.
Ever wonder what really makes B2B buyers tick? Spoiler alert: it’s not just logic. Join us for our next session of the B2B Growth Show, "Neuroscience of B2B Buyer Behavior: Strategies for Influencing Buyer Choices" with Grant C. Gooding, where science meets strategy. You'll get the insider scoop on how emotions secretly drive decisions and how you can tap into them to win buyers over.
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