Adobe Experience Cloud Blog

JULY 23, 2009

The next interview in the B2B Marketing thought leader interview series is with Terry Whalen, a partner at CPC Search , a full-service SEM agency that optimizes PPC campaigns on behalf of its clients. This interview is focused on search engine marketing as it relates specifically to B2B. Prior to running CPC Search, Terry led marketing initiatives at Citrix’s GoToMyPC, and before that he received his MBA from UC Berkeley’s Haas School of Business.

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Thought Leadership B2C CRM Management 134

Adobe Experience Cloud Blog

DECEMBER 7, 2009

B2B marketing is constantly evolving as organizations discover ways to perfect current strategies, new marketing channels emerge, and advanced marketing automation tools are introduced. Here are 16 must-read B2B marketing strategy ebooks to help you stay current on best practices, techniques and tools. Enjoy! 1. Increasing the Response to Your Email Marketing.

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Adobe Experience Cloud Blog

JUNE 29, 2009

Recent news stories about Social Media being bigger than email as well as the recent beta release of Google Wave have made marketers rethink their email strategies, but should we really be moving our email efforts to social media? And if not, should they be kept apart, or can they truly work in unison?         I think the separation of email and social media started a few years ago when every email began with Forward to a Friend written above the emails

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Email Marketing Marketing Strategy Communications Product 114

Adobe Experience Cloud Blog

NOVEMBER 2, 2009

Instead of scouring the web in search of the latest insight on B2B marketing tactics and trends, consult our list of 25 must-read B2B marketing posts. Find out what these influential marketing bloggers have to say about B2B social media , landing page optimization, search marketing, marketing ROI , and other B2B marketing techniques. Tips on Using Twitter to Boost Your Marketing Efforts - Anything Goes Marketing blogger Chad Horenfeldt shares unique tips in this marketing post on how B2B markete

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Marketing Marketers Social Media Marketing SEO 102

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

JULY 7, 2009

These terms, often used interchangeably, are different approaches to how you nurture your prospects.  While they often imply use of email and online marketing, they have been used to improve the success of marketing efforts long before today’s marketing technologies were available.   The increase in the terms usage is due to marketer’s ability to better implement these programs, due to email, website monitoring and web analytics, campaign tracking, and campaign optimizing allowing fo

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Telemarketing Thought Leadership Direct Mail Marketing 102

Adobe Experience Cloud Blog

NOVEMBER 24, 2009

Yesterday, I described the important role that strong, risk-mitigating brands plays in inbound lead generation. This is where B2B social media marketing comes in, since it provides a way for any company, not just large multi-national corporations, to build strong brands that in turn generate quality inbound leads. Here are four key ways that social media builds brands. 1.

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Adobe Experience Cloud Blog

OCTOBER 14, 2009

As a B2B marketer, thought leadership is one of the most valuable assets your brand — or you — can attain. In down economies, prospects conduct even more research leading up to the purchase. This means B2B marketing professionals must help educate prospects in the early stages of the buying cycle; doing this well can help frame their buying process and establish your brand as a trusted advisor that understands their problems and knows how to solve them.

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Thought Leadership Whitepaper Education Branding 95

Adobe Experience Cloud Blog

SEPTEMBER 29, 2009

As I wrote way back in 2007, there are plenty of things wrong with social media for B2B marketing. But in that post I also alluded to the fact that there are plenty of things right. Social media tools like Twitter and blogs (it's frequently forgotten blogs are social media ) are becoming standard in the toolboxes of B2B marketers. But the truth is most marketers are not leveraging social media to full potential to create a brand, reputation and authority for themselves or their companies.

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Adobe Experience Cloud Blog

DECEMBER 15, 2009

Here is our 2009 year in review. Take a moment to reflect on the year’s most interesting, exciting and sometimes surprising online marketing news. December 2009 Online Marketing News. Twitter Starts Testing Features for Businesses. MySpace and Facebook sign real-time search deals with Google. Facebook Pushes People to Go Public. Time spent on Facebook by 18-24 year olds declines.

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Whitepaper User-Generated Marketing Marketers 90

Adobe Experience Cloud Blog

NOVEMBER 28, 2009

This session, my favorite of the whole week, included two awesome marketers at Salesforce : Tricia Gellman and Rasmus Mencke. Tricia narrated the event and Rasmus gave a demo of Salesforce for Twitter. In the demo, we learned that while Salesforce for Twitter is part of Support Cloud 2 , it should be an important part of your marketing toolkit. The application searches Tweets by keywords and then allows the Tweets to be added to campaigns or turned into leads. .

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Social Media Marketing Marketing Marketers Promotion 89

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

JUNE 9, 2009

Years ago a successful sales representative knew how to optimize their time by ‘reading’ their prospects.   A quick phone call would be made to colder opportunities, while a day would be spent golfing with a good bet.   The key to the salesperson’s success was interpreting the signals of their prospect, allowing them to focus their time when it was needed most, at pivotal moments during the buying process with those most likely to buy.   But then things changed, as buyers start

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Adobe Experience Cloud Blog

JANUARY 27, 2009

You may ask, why should anyone care what I have to say about demand generation? Well, at Marketo , we’ve built a world-class demand generation machine that has helped us in just 10 months to sign up over 130 customers in more than eight countries, including companies such as Thomson Reuters, Reed Business, and CollabNet. Now, I'm not writing this to promote Marketo, but I think our results are proof that we’re doing something right with our own demand generation and lead management processes.

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Adobe Experience Cloud Blog

NOVEMBER 23, 2009

The B2B buying process is far from rational or simple. Enquiro's groundbreaking research into the B2B buying process. found that managing risk plays a much bigger role in buying decisions than previously thought, and that companies that can manage the "risk gap" will be at a significant advantage for driving new business. There are a variety of "risk control mechanisms" that buyers use to mitigate risk: Personal experience.

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Adobe Experience Cloud Blog

DECEMBER 4, 2009

I recently received a question from a Marketo customer about best use of links in emails. Essentially, the customer wanted to know how and when to put links in an email communication to a prospect. Here is what you should keep in mind for your links when building emails for email marketing or for lead nurturing: Links should be easy to identify and clearly labeled.

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Whitepaper Thought Leadership Email Marketing Communications 87

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Communications

Adobe Experience Cloud Blog

OCTOBER 21, 2009

What can Sales 2.0 do to improve your sales success? Anneke Seley, Author and CEO, shares some of her thoughts about using social media in our newest B2B Marketing thought leader interview. Anneke was the twelfth employee at Oracle and the designer of OracleDirect, the company’s revolutionary inside sales operation. She is currently the CEO and founder of Phone Works, a sales strategy and implementation consultancy that has helped over 350 large and small businesses across industries increase

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Adobe Experience Cloud Blog

NOVEMBER 17, 2009

A key metric every marketer should consider is the conversion rate of raw leads to sales-ready opportunity by type of lead. Here's the conversion rate we see here at Marketo for the last 12 months: A few comments: Word of Mouth, Partner, and Employee Referral are leads we can attribute directly to a direct referral; Inbound Call and Website are "inbound" leads where we may or may not be able to identify what caused the prospect to seek us out.

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Social Media Marketing Product Branding Marketing 86

Adobe Experience Cloud Blog

DECEMBER 13, 2009

Savvy B2B organizations dedicate a great deal of effort to landing page optimization for their websites, creating relevant, keyword-optimized pages to generate more leads and improve conversion rates. But there’s always room for creativity and excitement in landing page design, especially during the holiday season. B2B marketers can take a cue from B2C businesses and e-commerce sites that are ringing in the New Year – and boosting sales in the process – with holiday marketing landing pages. .

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Adobe Experience Cloud Blog

SEPTEMBER 10, 2009

It's time for B2B marketing professionals to think beyond justifying their existence and start thinking about how they can create long-term return on marketing investment (marketing ROI) for their organizations. Helping arm marketers for this challenge is The Truth About Marketing ROI author Merry Elrick, the subject of the next post in the B2B Marketing Thought Leader Interview Series. 1.

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Thought Leadership Marketing Marketers Management 84

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Adobe Experience Cloud Blog

JULY 30, 2009

The next interview in the B2B Marketing Thought Leader interview series is with David Taber. David is the author of the new Prentice-Hall book, " Salesforce.com Secrets of Success ," which covers the people, policy, and process issues surrounding effective CRM solutions. David is the CEO of SalesLogistix, a specialist Salesforce.com implementer focused on improving business processes for Sales and Marketing alignment and effectiveness.

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Thought Leadership CRM Customer Acquisition Analytics 83

Adobe Experience Cloud Blog

JULY 27, 2009

Understanding the value of your B2B newslet ter can be tricky for m an y mark eters.   Newsletters are typically v ery time consuming to create and calculating the return can be difficult.    While many email marketers just look at open and clickthrough rates, it’s important to know if a newsletter influenced a purchase or nurtured a prospect who buys.    Here are some metrics to help understand the value of a  newsletters to your organization.   T

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Whitepaper Thought Leadership Email Marketing B2C 83

Adobe Experience Cloud Blog

SEPTEMBER 17, 2009

Yesterday’s Fall 2009 MarketingProfs Digital Marketing World Virtual Conference was the perfect event to prepare for the planning of Q4 marketing programs. And I must not be the only person who thought so, as over 12,000 registered for the six hour virtual event that featured both B2C and B2B program tracks. I focused on the B2B sessions along with hosting a one hour chat session on Email Marketing and Lead Nurturing in the network lounge during the event.

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Digital Marketing Social Media Marketing Marketing Mix Thought Leadership 83

Adobe Experience Cloud Blog

AUGUST 18, 2009

Last week I attended Search Engine Strategies in San Jose and joined in on a session about Duplicate Content.  This session was very interesting, but since it was not part of their B2B track, was not focused specifically on how it affects B2B marketers.  Duplicate content occurs when two or more web pages have the same content.   This happens frequently for B2C companies, as many companies may be selling the same product with similar product descriptions on different webs

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SEO B2C Product Marketing 83

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

MARCH 3, 2009

I think one mistake many marketers make is to think of their lead management requirements too narrowly — and to be honest, quite a few demand generation vendors make this mistake as well. As I wrote back in December, 2006, the fact that today's buyers take control of their buying processes using search, social media, and other online tools means that marketers need to move away from a mindset of "generating leads" and towards a model of " managing leads ".

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Adobe Experience Cloud Blog

MAY 19, 2009

Twitter is a hot topic for marketers right now, but B2B marketers often have questions about why they should use Twitter, when and how to get started, who should be handling these efforts, and what content to promote.   As a follow-up to Marketo’s webinar,  Marketo’s Secret Sauce for Demand Generation , and to help other B2B marketers start using Twitter, I wrote, “ The Who, What, When, Why and How of Twitter for B2B Marketers, Marketo’s Secret Sauce for Twitter ”.   In this pa

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Marketing Marketers Promotion Product 81

Adobe Experience Cloud Blog

DECEMBER 29, 2009

As we move closer to 2010, New Year’s resolutions are top of mind. From promises to drop a few pounds to vows to stick to a savings plan, both young and old are making plans for improvements this time of year. . As a B2B marketer, there’s no better time than the present to resolve to maximize conversions of leads. With effective B2B lead nurturing, that resolution is as good as done. .

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Adobe Experience Cloud Blog

APRIL 13, 2009

Increasing. marketing ROI is on every marketer's mind in today's business climate. As such, a common question I asked in the B2B Marketing Thought Leader Interview Series is "What is your advice for Marketers striving to increase marketing ROI?". Here are the Top Five Tips to increase marketing ROI, courtesy of our B2B marketing thought leaders: 1. Be Found — "According to a. recent study by MarketingSherpa, 80% of B2B purchasing decision makers say that they found the vendor when they were read

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Thought Leadership Whitepaper Inbound Marketing Marketing 78

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

Adobe Experience Cloud Blog

NOVEMBER 11, 2009

Marketing automation has the ability to benefit almost every B2B company and industry, but are there benefits specific to open source companies? In our newest B2B marketing thought leadership interview , Mark Fidelman is the EVP of Sales at MindTouch and author of " Open Source Best Practices 2009 " talks about open source success and using marketing automation to achieve it.

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Thought Leadership Education Communications Price 76

Adobe Experience Cloud Blog

SEPTEMBER 20, 2009

More than 4,000 people have downloaded the Definitive Guide to Lead Nurturing , our 40+ page eBook sharing practical tips for getting started with lead nurturing, optimizing your program, and measuring the results. Now you can get it, with no registration required : download The Definitive Guide to Lead Nurturing. Also, on August 19, more than 1,000 people attended the Definitive Guide to Lead Nurturing webinar that I presented along with Sergio Balegno, Sr.

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Adobe Experience Cloud Blog

MAY 26, 2009

Often the relationship between sales and marketing seems one way, since typically it's marketing's job to pass leads to sales. But the relationship is truly two ways, since marketing relies on sales for critical information in order to make decisions about pricing, messaging, and product roadmaps. Receiving this information from sales means that marketing does not have to find it by contacting prospects or doing additional primary and secondary research, saving the company valuable time and addi

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Adobe Experience Cloud Blog

AUGUST 11, 2009

There has been lots of chatter on social networks today about Facebook buying FriendFeed and enabling search on profiles and walls- and how this new functionality might compete with Twitter. To me this news is more important because of what it does now, not its long term impact on Twitter, as it lets me get more information about what people are saying about my company. .

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Marketing Marketers Advertising Advertisers 75

Speaker: Kristin Hess - Senior Product Marketing Manager, Drift; Will Lyon - Head of Vertical Marketing, 6sense

The past three years have forced nearly every industry to rethink their prospect and customer engagement strategy. But while we’ve all been thrust into digital transformation, we haven’t all made the transition efficiently. Now that we know digital selling is the new norm, how can we ensure our website is doing as much of the leg work as possible for us - even in the midst of economic challenges?

Marketing