Adobe Experience Cloud Blog

APRIL 1, 2011

by Andrew Spoeth How do we get an audience to show up for an event? How do we get the busy executive to attend, the person who barely has enough time to get through their most pressing daily tasks? Webinars are a key piece in the B2B marketer’s toolkit. They are a great way to promote thought leadership and generate leads. We pick topics relevant to our audience, arrange for engaging speakers, build landing pages, develop email campaigns, and promote it all on social media.

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Whitepaper Thought Leadership Promotion User-Generated 133

Marketing Insider Group

APRIL 26, 2011

Imagine for a moment that you could identify precisely the effectiveness of your marketing activities. You are able to tell exactly how well you have delivered on business results in the form of revenue, customer retention or higher brand equity. Now imagine that the results of that data showed you that 70, 80 or even 90% of your marketing activity produced no measurable impact on those business results!

Transform 100

Transform Outbound Marketing Inbound Marketing CMO 100

Duct Tape Marketing

APRIL 18, 2011

SIMPLE, EFFECTIVE AND AFFORDABLE SMALL BUSINESS MARKETING Home About Consulting Products Programs Workshops Blog Resources Contact Subscribe by RSS Subscribe to Duct Tape Marketing by Email Books by John Jantsch Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide – by John Jantsch. The Referral Engine – Teaching Your Business to Market Itself – by John Jantsch.

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Marketing Marketers Marketing Plan Advertising 77

Adobe Experience Cloud Blog

APRIL 13, 2011

by Jon Miller Recently, I’ve been traveling the country, meeting with over 70 marketing executives to discuss best practices in marketing analytics and measuring and improving marketing ROI. Helping me lead these discussions is Jim Lenskold, president of the Lenskold Group and someone I’ve long admired as a thought leader in the space. I’ve learned quite a bit in the course of these discussions, and found that the following lessons came up again and again.

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Analytics Marketing Marketers Energy 128

Speaker: Neal Boornazian, President and Nancy Harhut, Co-Founder and Chief Creative Officer - HBT Marketing

Direct mail has consistently remained a powerful tool in the marketer's arsenal, but in an age of digital dominance, its effectiveness hinges on the strategic integration of behavioral science. 💡 When you incorporate powerful behavioral science principles into your direct mail marketing strategies, you can prompt the hardwired decision-making shortcuts your audience relies on — and that automatically unlocks new avenues for engagement, conversion, and brand loyalty.

Direct Mail

Adobe Experience Cloud Blog

APRIL 19, 2011

by Maria Pergolino B2B social media marketing involves a carefully planned mix across multiple channels to build relationships and increase lead generation. To ensure the effectiveness of such marketing mixes, it’s important to continue checking initiatives against overarching business goals, and allow time to calculate ROI of marketing efforts. The same holds true when developing strategies for Twitter.

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Marketing Marketers Marketing Mix Analytics 118

Adobe Experience Cloud Blog

APRIL 11, 2011

by Katie Byrnes So you’ve created some pretty cool videos and uploaded them to your YouTube channel, naturally. Now wait for it, wait for it…what? Still no views? Relax, we’ve found a few ways to add subscribers and increase YouTube viewership. Incorporate Facebook and other social media. Distribute videos via a fan page on Facebook.

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Social Media Marketing Marketing Marketers 115

Adobe Experience Cloud Blog

APRIL 3, 2011

by Maria Pergolino In today’s B2B marketplace, revenue cycle management is all about the sales funnel. But if yours is less than streamlined, you may be leaking more leads than you convert. An effective funnel operating with sales and marketing alignment can create the magical mix of leads and effectively convert them to sales. However, one that misses that collaborative equation can cost dollars, time and effort with less than stellar ROI.

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Management Communications Place Marketing 112

Adobe Experience Cloud Blog

APRIL 27, 2011

by Maria Pergolino Remember the days when cold calling was one of the primary ways sales reps managed lead generation ? With the new changes in B2B sales, namely Sales 2.0 practices, traditional cold calling has for the most part become a thing of the past and sales teams couldn’t be happier. In former years (call it the days of Sales 1.0), cold calling would put reps and the people they were calling into an unproductive setting as the person on the receiving end neither knew the sales person or

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Whitepaper Management Customer Product 111

Adobe Experience Cloud Blog

APRIL 17, 2011

by Maria Pergolino Today, business buyers are savvy and turn to search, social networking and peer recommendations rather than company sales teams when searching for business solutions. To build revenue, the question still remains: should B2B social media be used as a sales channel? If sales teams are to capitalize on prospects seeking product information, they need to connect with the prospect where they live online.

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Whitepaper Product Marketing Marketers 111

Adobe Experience Cloud Blog

APRIL 4, 2011

by Maria Pergolino Despite what many marketers would like to believe, the digital marketplace is not quite the place where “if you build it, they will come”. You’ve got to create a savvy mix for B2B marketing success and carefully place your messages where buyers can find them at the right time. Because consumers are driving the action, digital marketing is a trend that’s growing in leaps and bounds.

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Inbound Marketing Marketing Marketers Digital Marketing 108

Speaker: Carlos Hidalgo, Co-Founder & CEO of Digital Exhaust, Author, International Keynote & TEDx Speaker

Recent research shows that only 50% of B2B organizations state that they have good alignment between their marketing and sales teams. This lack of alignment tremendously impacts the ability to meet business goals, and is a limiting factor for building and maintaining customer relationships. While many B2B organizations continue to struggle with aligning their marketing and sales teams, they can take practical steps to unify both teams and simplify their overall approach.

Marketing

Adobe Experience Cloud Blog

APRIL 7, 2011

by Katie Byrnes To effectively build relationships with prospects, sales teams need to learn to leverage evolving sales strategies. Without utilizing social networking, content marketing and other strategies, sales teams are likely leaving money on the table. To understand how next-generation sales helps boost revenue and build relationships with customers, consider the following 5 essential books to understand Sales 2.0 : 1.

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CRM User-Generated Customer Content Marketing 107

Adobe Experience Cloud Blog

APRIL 24, 2011

by Maria Pergolino Lead source is a critical piece of data you need in order to assess the value of your marketing campaigns and part of proper lead management. By putting in place best practices, you will be sure you can measure the value of your marketing campaign efforts while also communicating with sales the important information about a lead.

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Communications Management Place Customer 105

Adobe Experience Cloud Blog

APRIL 12, 2011

by Maria Pergolino Market leaders require better ideas, information and unique thinking over their competitors, who may simply be regurgitating the same B2B marketing campaigns and statistics over and over. One way of evolving marketing ideas and staying ahead of the competition is to think like an entrepreneur. Entrepreneurs look beyond the present and, instead, focus on opportunities most would miss or may be too cautious to implement.

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Marketing Marketers Communications Product 105

Adobe Experience Cloud Blog

APRIL 26, 2011

by Crissy Vetere With the advancement of Marketing Automation and Revenue Performance Management , B2B marketers are now being taken into a new world of marketing that relies on customer driven, interactive, and cutting-edge practices that your professor probably never mentioned to you in Marketing 101. In fact, if your marketing courses were anything like mine, your marketing professors largely overlooked the whole notion of B2B marketing , and simply focused on B2C.

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B2C Education Marketing Marketers 104

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Communications

Adobe Experience Cloud Blog

APRIL 12, 2011

by Phil Fernandez From the beginning, a founding principle of Marketo was to build a “high velocity business”. We booked our first real revenue just 3 months after starting the company. We built a product that customers could quickly adopt and achieve real ROI within a few days of starting use. And as more than anything, we have built a new generation “high velocity” customer acquisition process that has allowed Marketo to cross the 1000 customer milestone less than three years after we launch

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Non-Profit Customer Acquisition New Technology Price 103

Adobe Experience Cloud Blog

APRIL 18, 2011

by Maria Pergolino Understanding the needs and pain points of current customers and prospects is an important aspect for planning out B2B marketing campaigns. Traditionally, marketers would look to telephone and print surveys for needed marketing data. Depending on researchers to gather, input, compile and error check surveys results led to higher costs and missed marketing opportunities.

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Marketing Marketers Traditional Marketing Analytics 102

Adobe Experience Cloud Blog

APRIL 10, 2011

by Katie Byrnes Two lead management experts, Carlos Hidalgo, CEO of the Annuitas Group, and Jon Miller, VP of Marketing at Marketo, had the chance to riff on a few hot topics in B2B marketing , including the current state of marketing automation , the decision of the Annuitas Group to go “vendor neutral&# and, obviously, lead management best practices.

Management 101

Management Direct Mail Place Marketing 101

Adobe Experience Cloud Blog

APRIL 6, 2011

by Maria Pergolino In B2B marketing , numbers drive everything. They define lead generation success, they give marketing relevancy within the organization and they drive strategies and campaigns. Especially in this buyer driven marketplace, marketing’s impact can drastically affect ROI, so the numbers have to be clear and powerful to measure effectiveness and keep efforts on track.

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Analytics Traditional Marketing Management Marketing 100

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Learn how to optimize email deliverability and drive greater email ROI. What lands your email in the customer’s inbox? Understanding those factors, otherwise known as email deliverability, is critical to getting the most return on your campaign investments. But the “rules” around which factors land you in the spam folder aren’t always easy to keep up with.

Adobe Experience Cloud Blog

APRIL 20, 2011

by Katie Byrnes Is your company leveraging SlideShare to its fullest? As a social media tool that is called the “YouTube of slide presentations&# , doesn’t this sound like something you need to add to your B2B social media strategy? What is SlideShare? SlideShare is an online content hosting service where users can upload and share presentations, documents, and videos.

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User-Generated CRM Marketing Marketers 95

Adobe Experience Cloud Blog

APRIL 28, 2011

by Jon Miller Many factors contribute to a company’s success: continual innovation , a high velocity sales and marketing model , great products, happy customers. But one thing the fastest-growing companies have in common is great people — and great leaders. As a B2B marketing professional, I strive to study what these leaders do that others do not.

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Transform Marketing Marketers Management 95

Adobe Experience Cloud Blog

APRIL 21, 2011

by Phil Fernandez I have written previously in this space about growth being the critical business imperative during these still challenging post-Recessionary times. Now, The Conference Board has further confirmed this thesis with a new global survey, which found that fueling business growth is the #1 issue for CEOs these days. The Conference Board CEO Challenge 2011 survey polled more than 700 CEOs, presidents, and chairmen from across geographies and industries worldwide.

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Product Transform Logistics CRM 93

Adobe Experience Cloud Blog

APRIL 29, 2011

by Phil Fernandez It has become an article of faith that information is power. It’s also pretty well accepted that having the ability to effectively and rapidly analyze information can turbo-charge a company’s performance and fundamentally improve corporate value. These days, who doesn’t want even more analytic horsepower driving their business decisions and activities?

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Analytics Manufacturing Management Communications 92

Speaker: Jay Black, Senior Account Executive

Let's set the record straight: in-store retail isn't dead - it's evolving! Faced with the digital age and the demands of omnichannel shopping, some retailers are thriving while others are struggling to adapt. Join Jay Black in this exclusive session as he explores the strategies that set successful stores apart, including: Crafting unique and unforgettable in-store experiences 🛍️ Mastering the art of retail demands 🛒 Navigating inventory challenges in today's climate 📦 an

Retail

Adobe Experience Cloud Blog

APRIL 22, 2011

by Katie Byrnes We not only had the chance to have Rand Fishkin, CEO of SEOmoz.org, on a Revenue Master webinar, Improving Campaign Results with Search Marketing and Social Media , we were able to discuss some SEO in a sit-down interview. Read below for some quick search marketing advice, or watch the video. Pay attention to search. Search marketing has become increasingly popular in lead generation due to the act itself.

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Search Marketers User-Generated Marketing Marketers 90

Adobe Experience Cloud Blog

APRIL 14, 2011

by Maria Pergolino As the B2B buying process changes from a sales-driven process to a buyer-driven process, there’s a need to evolve past the traditional sales cycle and pipeline. Companies need to look at creating a new revenue engine in order to sustain consistent and sustainable revenue growth. By looking at the entire revenue cycle, including the first interaction with a prospect, companies can identify areas of opportunity within their sales cycle and enjoy the benefits of: Lower customer a

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Customer Acquisition CRM Analytics Communications 86

Marketing Insider Group

APRIL 28, 2011

You accepted a while back that social media needs to be an important part of the marketing mix. But resources are limited and maybe you find yourself asking “which social media tactics should I focus on?&#. My own social journey (and years of procrastination) pushed me into starting this personal blog nearly a year ago. And with 93 posts, almost 500 comments, nearly 30,000 visitors and just over 47,000 page views later and I am convinced that blogging is one of the simplest and most effect

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Inbound Marketing Marketing Mix SEO Analytics 86

Adobe Experience Cloud Blog

APRIL 25, 2011

by Katie Byrnes Authentication is the technical standards through which ISPs and other mail gateway administrators can establish the true identity of an email sender. In order to clearly differentiate yourself from spammers, you should take steps to protect your brand by incorporating sender authentication technologies. For more best practices, visit the Email Deliverabilty resource center.

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Branding Marketing Marketers 81

Advertiser: ZoomInfo

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

Promotion

Marketing Insider Group

APRIL 7, 2011

Want to become a B2B Marketing Insider? There are a lot of great blogs out there. And there are many amazing writers who share their experience in B2B marketing, social media, digital marketing and demand generation. But when I attempted to define the blogging objectives for B2B Marketing Insider , I asked myself “does the world need another marketing blog?

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B2C PR Real Estate Communications 82

Marketing Insider Group

APRIL 5, 2011

Is this the end of social media or a new beginning? For the past couple of weeks we have seen the social media ball bouncing back and forth. Social media is the greatest revolution in marketing. Social media is just the latest fad. There were a string of article claiming that social media is in fact “dead.&# (A nice headline trick I decided against using.).

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CMO Marketing Mix Marketing Strategy Product 79

Marketing Insider Group

APRIL 12, 2011

What's Your ROI? What is your return on marketing? This question can come up when you least expect it: while presenting your annual plan, while speaking to the CEO in the hallway, or maybe as one of those emails that lands in your inbox with a huge “thud!”. This question can come from sales, company leadership or even be debated within marketing.

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Marketing Marketers Price Promotion 78

Marketing Insider Group

APRIL 14, 2011

What is your schedule? Last week, Ingrid Abboud aka “G riddy&# ( @nittyGriddyBlog ) posed a question to her blog readers: what is your blog posting schedule? She came up with this ingenious idea to add every comment that contained the right information into a compendium of blog schedules with the help of blogging tipster Brankica Underwood ( @liveurlove ).

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Marketing Marketers SEO 76

Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service

Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.

Direct Mail