B2B Marketing Blog

                  The 100 Year History Lesson On Marketing Operations and MarTech

                  "There is a science to advertising. Experienced advertisers have watched and recorded, tested and logged, and left records of countless campaigns. In these conditions the advertising and merchandising becomes a science. Principles are learned and proven by repeated tests” (Scientific Advertising).

                  This was written in 1923. And this was the beginning of the accountable marketing mindset.

                  In the 1920’s the careful attention to costs measurement of marketing effectiveness began. This mindset is alive and well today and we call it pipeline marketing.

                  Keep reading The 100 Year History Lesson On Marketing Operations and MarTech

                  Topics: pipeline marketing, demand generation, marketing operations

                  B2B Marketers Who Achieve Higher Marketing ROI Do These 5 Things Differently

                  What do ambitious and successful people always talk about? Their goals.

                  In creating the State of Pipeline Marketing report we wanted to understand the goals and priorities of B2B marketers who enjoy the highest return on ad spend.

                  We asked marketers to indicate their marketing ROI, and then pivoted our data around goals, attribution models, sales marketing alignment, and pipeline marketing expertise.

                  Our findings are pretty simple: marketers who are most effective with their ad budgets do things a little differently. Let's explore what those best practices are.

                  Keep reading B2B Marketers Who Achieve Higher Marketing ROI Do These 5 Things Differently

                  Topics: pipeline marketing, demand generation

                  The Complete Display Ads Overview For B2B Marketers

                  Display advertising is a bit of a mystery. You’re paying for impressions and clicks on sites you don’t own. You have countless referral sites and it is entirely onerous to track the opportunities and revenue generated from each display ad.

                  It’s an investment with little transparency into its effects on the bottom line.

                  But this doesn’t have to be the case with display ads in B2B marketing. In this post we’ll describe some best practices with help from online marketing experts. We’ll also talk about getting transparency into your display advertising so you can see its true impact on revenue.

                  Keep reading The Complete Display Ads Overview For B2B Marketers

                  Topics: pipeline marketing, demand generation, google adwords

                  Here's What B2B CMOs Are Saying About 2016 Budgets And Marketing Channels To Invest In

                  We’re continuing our series of deep dives based on data from the 2015 State of PIpeline Marketing report. In this post we explore the findings that are most relevant to B2B CMOs.

                  The three areas we focus on are sales and marketing alignment, success metrics, and marketing attribution. By exploring these areas, CMOs and marketing leaders can understand how their peers are doing pipeline marketing and driving  business value for their organization.

                  Keep reading Here's What B2B CMOs Are Saying About 2016 Budgets And Marketing Channels To Invest In

                  Topics: pipeline marketing, demand generation

                  Drive More Revenue With AdWords: Everything B2B Marketers Need To Know

                  (Finally, a past-due update for our AdWords For Lead Gen guide -- everything you need to know about AdWords to successfully generate leads AND drive more revenue.)

                  When it comes to marketing for B2B companies with a sales team, search engine marketing (SEM) is particularly important. In the State of Pipeline Marketing Report, paid search was the leading paid channel, when respondents were asked what channel had the greatest impact on revenue. And in another study where we tracked all the marketing touches for nearly 500,000 leads across many B2B industries, we found that over 50% of leads were attributable to search.

                  Keep reading Drive More Revenue With AdWords: Everything B2B Marketers Need To Know

                  Topics: adwords, lead generation, pipeline marketing, demand generation, revenue generation

                  Here’s An Industry Analysis Of The Most Effective B2B Marketing Channels [Updated w/ 2017 Data]

                  In 2015 we published our inaugural State of Pipeline Marketing report and shared our findings on how pipeline marketers track and grow demand. We followed up in 2016 with our second annual report

                  Today we're updating this popular post with 2017 data, which shows the most effective marketing channels by industry.

                  Depending on which industry you’re in, you can expect success from certain key marketing channels and activities. This post helps readers understand what channels their industry peers are having the most success with in terms of revenue generation. We'll discuss changes from the 2016 data, too.

                  So let's dive right into some new charts, updated with the most recent State of Pipeline Marketing survey data.

                  Keep reading Here’s An Industry Analysis Of The Most Effective B2B Marketing Channels [Updated w/ 2017 Data]

                  Topics: demand generation

                  How To Gain The Most Valuable Insight From Your B2B Marketing Tools 

                  Garage queens, display only, mint condition, and brand-new-in-box are terms that make me cringe. If you buy it, use it.

                  Keep reading How To Gain The Most Valuable Insight From Your B2B Marketing Tools 

                  Topics: demand generation, marketing automation

                  How The B2B Marketing Funnel Works

                  When it comes to being a marketer the most important principle I've learned is this: know thy funnel.

                  It was the first thing I learned and to this day I need consistent reminders to wrap my head around the concept. 

                  We’ve written about the general marketing funnel before and the several ways companies visualize them. In this post we’ll focus on the B2B marketing funnel, and discuss the channel data used to expand each stage.

                  Let’s start with a broad view of why marketers should always be thinking about the marketing funnel.

                  Keep reading How The B2B Marketing Funnel Works

                  Topics: demand generation, marketing funnel

                  7 B2B Marketing Metrics That Demystify Growth and Drive Revenue

                  Building a demand generation program is like building a house, build a strong foundation and hire the most expensive general contractor. That second part isn’t true. But what is true is that demand generation is about building a strong foundation and being able to plan ahead.

                  Good B2B marketing metrics allow you to do just that.

                  In our previous post, we reported a few ways to build successful B2B demand generation programs if you’re starting from scratch. 

                  In this post, we show you the metrics that allow demand generation marketers to measure their impact and identify opportunities to generate revenue.

                  Keep reading 7 B2B Marketing Metrics That Demystify Growth and Drive Revenue

                  Topics: demand generation, marketing metrics

                  7 Strategies Apptio Uses For Massively Successful Demand Generation

                  Aashish Dhamdhere is Director of Global Demand at Apptio. If you've heard of neither, you will soon.

                  Apptio was named the 64th fastest growing company in North America by Deloitte's 2014 Technology Fast 500. Apptio is the leading provider of cloud-based Technology Business Management (TBM) software that helps CIOs manage the business of IT. Apptio's suite of applications use business analytics to provide facts and insights about technology cost, value, and quality, so IT leaders can make faster, data-driven decisions.

                  In this post, Aashish shares the 7 principles of demand generation used to acquire customers and drive revenue at Apptio. 

                  Keep reading 7 Strategies Apptio Uses For Massively Successful Demand Generation

                  Topics: demand generation

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