subscribe-integrate-blog

Do You Have These 4 Most In-Demand B2B Marketing Skills?

By Scott Vaughan

August 23, 2016

You hear the term “accidental marketer” frequently, especially in the B2B tech world. Many marketers did not start their career with a grand plan to join the Marketing ranks. They ended up in Marketing because they were good communicators or writers. They had an aptitude towards more complex products and technology. Or they found a good gig out of college as a new recruit doing social media, manipulating spreadsheets or assisting with events, and stayed.

Today, marketing leaders cannot afford happenstance with talent. The stakes are too high with marketing on the hook for revenue and delighting empowered customers. A renewed focus must be put on finding and developing difference-making marketing skills.

Over the last few months, I spent time with a variety of marketing leaders and CMO recruiters who are marketing game changers and have proven they can build teams that deliver results. I also added in my own perspective as a CMO who gets to work with hundreds of B2B marketing organizations.

Please note: this is NOT a scientific survey. Deep conversations – sometimes involving adult beverages – were exchanged to unearth the essential skills.

Keep Reading

2017 Marketing Budget Planning: People, Partners and Technology

By William Anthony

August 18, 2016

We’re fast approaching a time – budget season  that many marketers dread.

Budget negotiations will, indeed, be dreadful if you’re following old models of demand generation and sales support grunt work, where it’s exceptionally hard to prove ROI.  If so, you should anticipate contentious discussions with your CMO, COO or CFO, who will accept no less than quantifiable ROI and a plan to drive revenue.

Having gained visibility into leading-edge B2B marketers who orchestrate demand and drive revenue, I’m going to share what I’ve learned from these leaders to help you proactively manage this year’s ritual. I’ll lay out concrete ways to articulate the people, partner and technology investments you seek – and the outcomes you’ll drive.

Keep Reading

The 5 Most Common Persona Pitfalls B2B Marketers Must Avoid

By Peg Miller

August 16, 2016

Most modern B2B marketers have invested resources to develop their customer personas. The next step is to put those personas into action, by creating useful content that resonates with your prospects and customers. Having documented personas is one thing; executing relevant content and marketing strategies is where the real art and science come into play.

Here are five common pitfalls that can emerge when a team puts their personas into action, along with tips to avoid the risks.

Keep Reading

The Infographic Framework: How To Build A Visual Story

By Amy Chick

Our brains are wired to respond to pictures and visual cues – in fact, the average brain processes visual data 60,000 times faster than text. And marketing trends have reflected this over the years: we’re still developing text-based content, but marketers are ever more concerned with putting out visually stimulating content that engages more deeply with an audience.

You already know that repurposing successful content can be a more effective long-term strategy than constantly churning out new pieces to keep your prospects engaged. So if you focus on repurposing content that’s already performing well, imagine the engagement and brand recognition you can achieve by converting it into an infographic.

Infographics are among the most shared content formats in the digital marketing world – but a poorly executed piece can have an adverse effect on your brand awareness and audience engagement. By following a simple but effective framework, you can repurpose content into infographics that have a positive effect on your ROI.

Keep Reading

Marketing Automation Missed Its Mark – And Why That's a Good Thing

By David Crane

Only a few years ago, most marketing automation vendors were sprinting to expand their cloud offerings.

It was an intense race: most major vendors wanted to be the first all-in-one, customer data platform to automate the entire customer experience — from initial prospect identification to post-purchase advocate creation.

They wanted to be the Salesforce of marketing.

They all failed. And this has been great for marketers. 

Keep Reading

How To Create New Prospect Engagement With Video Content

By Amy Chick

If you’re part of the 92% of B2B marketers who use video in their content marketing strategy, you’ve likely already seen the benefit. Video content shares more information in less time than written content, and creates a stronger brand association.

Most marketers leverage video for middle- or bottom-of-funnel marketing – like product demos and client testimonials – but you’d be surprised how valuable video content can be as part of your top-funnel (TOFU) demand generation strategy.

Customers typically go through more than half of the buying process independently – so in the absence of a sales rep in the early stages, you can lean on video content to deliver the personality and expertise that facilitates a strong brand connection.

Top-of-funnel content should be educational in nature, and should attract audiences in the early stage of the buying cycle. To front-load your marketing funnel with prospects in your target demographic, you’ll need to go beyond native content on your website. Repurposing high-performing content for syndication will allow you to expand your reach and engage new audiences with your video content.

Try these three video formats for your TOFU content to increase engagement and brand awareness:

Keep Reading

5 Stats Explain Why Top-Funnel Automation Is Needed To Orchestrate Demand

By David Crane

Yesterday, Scott Brinker published a really great blog post that highlights the mainstream recognition of MarTech and the marketing technologist role. His conclusions were drawn from a recent DataXu report (Modernizing the Mix: Transforming Marketing Through Technology and Analytics), which I suggest every tech-focused marketer read.

In addition to highlighting the rise of marketing technology and technologists, I wasn’t all to surprised to find a substantial amount of survey information point to how, even with all this marketing tech investment, marketers’ chief obstacles remain lack of efficiency and transparency at the top of the funnel.

Keep Reading

24 Practical Tips to Upcycle (Not Recycle) Your Marketing Content

By Peg Miller

Upcycling is described as the process of converting older or discarded materials into something useful and often beautiful. Let’s discuss new ways to upcycle current content, and turn it into something useful and perhaps even more beautiful.

According to the Content Marketing Institute’s 2016 benchmark report, only 30% of B2B marketers say their organizations are effective at content marketing. This number is disappointingly low, and has dropped from 38% in the same survey last year. Yet, 76% of respondents say they will produce more content this year.

If only 30% of us feel we are effective at content marketing, why do 76% of us plan on producing more content this year? Does this mean our content strategy is to create even more (ineffective) content marketing? Let’s try a new approach.

Let’s create less content but make sure it is more useful, not continue to create more content that we know is ineffective. In the spirit of less is more, here are 24 practical tips with idea prompts for upcycling existing content.

Keep Reading

Full Funnel Means Marketing as a Profit Center

By Scott Vaughan

July 26, 2016

Perspective and Tips from Matt Heinz with Release of New Book

Matt Heinz of Heinz Marketing, one of the real-world thought leaders in our B2B marketing community, just released a new book. I thought it was insightful, timely and covered a healthy bit of strategies and tactics required to become a kick-ass revenue marketer.

Keep Reading

The Value of Top-Funnel Automation for Sales Pipeline

By David Crane

Fixing top-funnel (TOFU) marketing issues (and automating TOFU processes) is now a major initiative among many demand marketers. Considering CRM’s effect on the bottom of the funnel (BOFU) and marketing automation’s results with the middle, focusing on centralizing, standardizing and automating top-funnel demand gen efforts is a natural progression.

While several articles have made strong arguments for the need and value of top-funnel MarTech, I’ve yet to see any support the case with hard numbers. (And hard numbers are critical when you’re building a business case to evaluate potential investment value.)

So I thought I’d do just that, focusing on an important element of automating top-funnel efforts: filtering and correcting unmarketable leads before they’re injected into your prospect database.

Keep Reading
preview-integrate-demand-generation-software