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The Modern Marketer’s Workshop – ABM: From Strategy to Action and Results

By David Crane

The value of well-executed account-based marketing (ABM) is clear:

Greater efficiency and revenue impact – Companies generate 208% more revenue for their marketing efforts when using ABM strategies (MarketingProfs).

Increased customer lifetime value – 84% of marketers believe that ABM provides significant benefits for retaining and expanding current client relationships (SiriusDecisions).

That’s why 92% of B2B marketers worldwide consider ABM “extremely” or “very” important to their overall marketing efforts (SiriusDecisions). And why 41% of marketers plan to increase spending on ABM (eMarketer).

However, ABM is only a smart strategy when executed well. Its promises of efficiency and effectiveness can’t payoff unless marketers have the know-how and ability to put these account-based approaches into action.

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8 Questions About Account-Based Marketing Content Answered

By Kate Athmer

Account-based marketing (ABM) has become a must-have strategy for B2B organizations looking to engage the accounts with the best potential, but for ABM’s promise of efficiency and effectiveness to payoff, marketers must be able to engage the decision-makers at the target accounts.

We know content is critical to reaching target-account decision-makers, but the content you use in your broad thought leadership and demand marketing efforts typically won’t fully deliver on your ABM agenda. To help B2B marketers align content with ABM strategy, last week we hosted a webinar with practitioners from Engagio, Uberflip and Influitive called “How to Evolve Content Marketing Strategy for an ABM World.” 

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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.

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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.

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10 Demand Marketing Strategies That May Up Your Game

By Triniti Burton

We’ve been on a mission for the last year to help demand marketers up-level their game. Recently, we facilitated a recognition program to shine a spotlight on the Top 40 Demand Marketing Game Changers. And now we’re working to unearth their demand marketing secrets so we can not only learn from them but share them with you.

If you missed the recent Game Changers in Action webinar, then this article is for you. Demand Marketing Game Changer Scott Fingerhut, WW VP of Demand Generation at Elastic, shared some sage marketing advice that can help us all be better demand marketers.

I’ve distilled Scott’s 20 minutes from the webinar into 10 demand marketing tips that will hopefully give you some new ideas on how you can approach your role and your relationship with current and prospective customers. 

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25 Demand Orchestration Terms All B2B Marketers Should Know

By David Crane

B2B marketing is evolving quickly from simply generating demand to orchestrating it. Key to this transformation, yet often overlooked by all of us demand practitioners, are the terms that guide and enable measurement of our progress.

Definitions are important. They enable colleagues across departments and organizations to create common expectations. They allow uniform measurement. And they help demand marketers use their tech investments more effectively.

Consistent language improves demand marketing’s credibility with sales, customer success and the C-suite. Simply put, standardization is needed throughout the industry, and that applies to core terms as well.

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What’s Missing From Your Account-Based Marketing Strategy?

By David Crane

Many marketers still only understand the ABM basics: figure out the common characteristics of your most profitable accounts, create a list of similar companies, and then do your best to engage decision-makers on that account list, usually through sales team efforts.

Today’s most successful ABM programs involve a lot more than this. Below are a few key aspects often lost in account-based marketing programs as well as an overview of new technologies facilitating marketer efforts in these areas.

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How Demand Marketers Can Conquer the Chaos at #MKTGNATION

By Triniti Burton


I have a confession to make. I’m an introvert. My favorite sound is silence. I have an aversion towards large crowds. And I am not a fan of Vegas.

Yet a couple times a year, as part of my professional obligation, I shuffle off to these mad houses known as “marketing conferences.” They typically pack somewhere around five to ten thousand attendees into a massive conference center. The expo halls are an odd hybrid between an airport shopping mall and well-lit nightclub. The breaks are reminiscent of college days when everyone is simultaneously making a mad dash to get from one session to another. And by the end of it all, you feel like you need an extra week just to recover and download all the information you absorbed.

Six thousand or so marketers will likely share at least some of this sentiment come next Friday, when they return from Marketo’s Marketing Nation Summit.

But there is hope. I’ve found that the more prepared I am for an event, the less likely I am to get overwhelmed. So, partially for my own sanity, I thought I’d share some tips to help demand marketers conquer the chaos of #MKTGNATION.

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Advice for Demand Marketers: How to Avoid the Black Hole of MQLs

By Kate Athmer

Sales wants qualified leads. Now. With velocity, ready to buy, and at their target accounts. You already invested in marketing automation (which someone else probably stuffed full of crappy data) and dabbled in some paid efforts. Now you’re exploring Predictive and Account-based Marketing… but HOLD ON. Whatever happened to all those leads you already generated and qualified?

As a demand marketer, it’s tempting to wash your hands of the lead once it reaches Marketing Qualified Lead (MQL). But too often Sales reaches out a few times, then moves on when a lead is unresponsive. They aren’t going to nicely hand that lead back to marketing – they will just move on.

And the lead will disappear into “the black hole of MQLs”.

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Advice from MarTech Marketing Execs on Being a Better Demand Marketer

By Triniti Burton

Demand marketers have their work cut out for them. With new initiatives and increasing goals at every turn, it can be challenging to know which areas of focus will have the most impact. The marketing teams making the biggest difference are often those at marketing tech companies – perhaps because these are the organizations driving the leading edge of marketing.

We searched for the best marketing advice from MarTech CMOs and executives and this is what we found.

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