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Author: Peg Miller

Peg Miller is co-founder and CEO of the B2B Marketing Academy, advising high growth companies on their marketing, content and lead generation strategies to achieve revenue results. She held multiple executive roles at Kapost, a SaaS content marketing platform for B2B marketers, including VP of Product Marketing, and VP of Customer Success. At Penton, she pioneered industry-leading models for content, digital, and marketing services, executing content and lead generation programs for Fortune 100 technology clients including Microsoft, HPE and Oracle. Peg has 20+ years of business, marketing and sales experience working for Kapost, Penton Media, Gannett Inc., and Blue Cross and Blue Shield. Follow Peg on Twitter @PegMiller.

How to Know If ABM is Right for Your Company

By Peg Miller

December 6, 2016

ABM, account-based marketing, has been practiced by sales and marketing teams dating back to the 1960s. The difference today is the ability of technology to help run ABM efforts that feel high-touch, with better levels of scale and tracking.

With today’s tools, we’re able to speed up the feedback loop and use data to refine our efforts, with less manual work. Yet, as with any marketing strategy, it’s important to evaluate the people and process before making any technology decisions.

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What to Ask Your Paid Lead Generation Partners

By Peg Miller

October 20, 2016

Modern demand marketers know there are many steps to building an effective outbound demand marketing program. Let’s focus on the start of the process, when you’re evaluating third-party lead generation partners to help augment your inbound demand generation programs.

Using third-party partners is a great way to increase overall lead flow and improve the predictability of lead volume coming into your marketing funnel and sales pipeline. By “third-party partner,” I mean an external partner who you pay to provide leads, or contact-level information, on prospective buyers, beyond the inbound leads you’re creating through your own website and landing pages.

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How to Survive Any MarTech Implementation

By Peg Miller

October 11, 2016

Avoid these six common pitfalls and help your team survive the challenges of your next marketing technology implementation.

Gartner has predicted that CMOs will outspend CIOs by 2017. IDC predicts CMOs will drive marketing technology spending to $32.3B by 2018. IDC notes that CMOs’ influence has moved beyond traditional spending areas into more parts of the business, as evidenced by the marketing technology map, broken into four main areas: interaction, content, management and administration, and data and analytics.

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How to Use Social Selling to Boost Demand Generation

By Peg Miller

September 27, 2016

In A Four-Step Media Strategy That Pays Off, Scott Vaughan gives great tips to put more strategy and discipline into your social media strategy. Today’s top performing salespeople are setting themselves apart from the competition through targeted social selling efforts.

LinkedIn defines social selling as “leveraging your social network to find the right prospects, build trusted relationships, and ultimately, achieve your sales goals.” LinkedIn is “all in” on this concept, even creating a Social Selling Index (SSI).

As a modern demand marketer, it’s important to consider social selling as yet another channel in your marketing toolbox.

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6 Key Demand Generation Lessons Learned from Gated-Content Testing

By Peg Miller

September 6, 2016

In a previous post, Gated Content Marketing Strategy: Adding Steps Boosted Results 2X, I discussed how adding steps to the conversion process went against traditional demand generation thinking, and actually created an increase in conversions.

Let’s take this concept a few steps further and discuss ways a gated-content strategy can help complement your entire lead generation funnel.

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Gated Content Marketing Strategy: Adding Steps Boosted Results 2X

By Peg Miller

August 25, 2016

Many companies have a strategy to gate certain types of content in an effort to acquire names for their prospect database. Gated content is simply content that sits behind a registration form.

The concept is that the content is valuable enough, in-depth enough or detailed enough, that a prospect will pay for the content by providing his or her email address. Once a prospect supplies their email name, it’s common to deploy an outbound marketing automation strategy (or nurturing track), designed to convert prospects, i.e. leads, into paying customers.

With the advent of modern marketing tools and practices, most B2B product- or service-oriented companies use an inbound content strategy to drive eyeballs at the top of the funnel (TOFO), converting those eyeballs to emails mid-funnel (MOFU), then converting email names to customers through the mid and bottom of the funnel (BOFU).

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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.

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

By Peg Miller

July 28, 2016

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.

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