Before the internet and social networks, buyers had limited ways to obtain the purchase information they needed, so the seller controlled the buying process. But then, buyers moved into the power position. They could access the information they wanted on their own online, anywhere and at any time. And they could delay engaging with selling representatives until they knew as much (or more) than the salesperson did. For example, think about how you approach buying a car. You don’t go to a dealer until you know exactly what model you want, and how much you want to pay, right? To address the challenge, Marketing started to play a larger role in the revenue process. They nurtured relationships with early-stage prospects, and tracked buyer behaviors to see the signs of when a buyer is bec
Creating great content is only part of the content marketer’s challenge. Once you’ve become a frequent publisher of content, you still need people to find it and read it (and ideally share and link to it). Without an effective distribution and promotion strategy, your otherwise brilliant content will sit idle, unread and gathering dust. (And nobody wants that for their beloved content, right?) That’s why a thoughtful strategy for distributing and promoting your content is essential. This can include email promotions, paid advertising, social outreach, and so on. But your website is the single most important tool for promoting your content. Why You Need a Content Resource Center The problem is: where do you put all your content? In the “old days” before the content marketing explo
It’s never going to stop. There are those that still don’t believe that social media is an effective strategy for B2B marketers and probably never will be convinced. And that’s OK. Those of us who do believe in social will keep pushing the boundaries of modern demand generation best practices while others will just continue to cry out in opposition until the last person listening turns out the light. I have absolutely no doubt in my mind that social media can be a tremendously effective strategy for B2B. I admit that I am in a unique position; I get to market to marketers. Being a marketer myself, I don’t see how that could get any better. But, I didn’t just wake up one day suddenly convinced. It took a tremendous amount of time and a lot of trial and error to find out what works fo
There is a lot of discussion about buying marketing automation, but we less often we see information about implementation strategies and what to do after go-live. Implementing a marketing automation solution is just the beginning to achieving marketing greatness. So many companies choose a technology and get everyone psyched for huge changes, only to lose steam. What can you do after kick-off to make sure that you are continuously improving and milking huge ROI out of your marketing automation software? Fortunately, there are many techniques you can use in order to enable your teams and identify the skills needed to see significant success. At Marketo, we work with customers on a daily basis to make sure that they have what they need to be successful with marketing automation, and w...
Being active on social networks before, during, and after your event is critical for optimal engagement. Since events are in real time, attendees often use social networks to get updates and to communicate with other participants in a live environment. But it is tough to know what to do on each social channel, and you need to make sure that you have your entire social marketing strategy really well hammered out well before you start promoting the event. If you need some help, check out our brand new Sample Social Media for Events Template. This fantastic template helps you outline your social strategy for all of the key channels. That way you can go into your event fully prepared. At Marketo, one of our favorite social media tools for events is Twitter, which is extremely powerful f...
We are excited to welcome Ran Gishri as today’s guest blogger. Ran is the VP of marketing for Leadspace, a pioneer in social lead targeting. Ran has over 20 years of experience working for technology companies of all sizes and domains. An increasing number of CMOs view lead scoring, the process of ranking leads based on their sales-readiness, as a key component in their B2B marketing strategy. And for a good reason. Lead scoring done right can lift conversion rates and remove some of the all-too-common friction between Marketing and Sales. Most lead scoring techniques are based on a mix of demographic, firmographic and behavioral data. For example, if a site visitor reads your pricing page, signs up for a trial, and states she is an executive at a sizable company, the score woul
A couple of weeks back, I started a blog series about how to succeed with marketing automation post implementation. The core idea of the series is that implementing marketing automation software is only the beginning; you really need to align your people, processes, and technology in order to really be successful. If you haven’t seen the first post, How to Succeed with Marketing Automation, Lesson 1: The Discovery Workshop, be sure to give it a read. In it, I discussed how to conduct a Discovery Workshop, a full day session or series of questions that help you flesh out your business requirements. After you have completed your Discovery Workshop and have a really solid understanding about how your business operates and where marketing automation fits in, the next step in the process
Ever wonder how a word gets into the Merriam-Webster dictionary? It’s one of the most popular questions facing their editors on a daily basis. The answer is quite simple actually: usage. Each day these editors devote several hours to scouring published text in search of new words to mark and record new words along with the appropriate context and insight into use and form. As a social media marketer I hear lots of new buzzwords on a daily basis. While I of course am not a linguist, I thought it would be fun to study a particular group of these social media subcultures. Twitter users are increasingly morphing the english language to describe their Twexperiences (hence the lingo). Now I cannot promise that you will completely understand or come to master this strange dialect. In fact,
Today’s post is by Janet Driscoll Miller, the President and CEO of Search Mojo, a search engine marketing firm . She has nearly twenty years of marketing experience, and in addition to her work in search engine marketing, Janet has a background in marketing communications. She is a frequent speaker at marketing conferences and writes for several blogs and print publications. At Search Mojo we’re always looking for new and creative ways to utilize the capabilities of marketing automation software to help drive higher conversion rates for our landing pages and for those of our clients. Conversion is often driven by the effectiveness of the landing page itself. Some of the common landing page issues that affect conversion: Does the landing page keep the promise of the search ad?
Marketing automation is not a new concept. According to the Google Ngram Viewer, the term was first used in 1980, and then started to gain traction in the late 1990s. Today it is as hot as it has ever been. What is the history? And why has marketing automation suddenly come into the spotlight? As a our new video The Dawn of Marketing Automation states, “In a primitive world, marketers were forced to dig up leads, a miserable job at best. Finding the most unqualified leads at the bottom of the barrel. How could they be qualified? They couldn’t. And sales just had to deal…sucks to be sales”. For decades marketing and sales have struggled to remain aligned, and marketing has struggled to tie revenue directly to marketing programs. With modern business changing the marketing profess