KoMarketing Associates

DECEMBER 8, 2015

Demand Generation. 75 percent of B2B buyers said they research at least 25 percent of their work-related purchases online, even if they made the actual purchase offline. 76 percent of B2B buyers use three or more marketing channels for research. source ). >. source ). Content Marketing. source ).

Marketing Budget Creation 120

Marketing Budget Creation Marketing Budget Budget Programs Enterprise Management 120

Madison Logic

JANUARY 18, 2023

Combined, these insights can be a powerful signal into what your best accounts are, which buying committee members you should engage with, and how they’re being targeted across multiple digital channels. You should also engage with team members at your organization to better understand your target audiences. See it in action:

Account Based Marketing 52

Account Based Marketing ABM Work Management Marketing Management 52

PureB2B

JUNE 14, 2022

This can be acquired from vendors who focus on data intelligence solutions (like DemandScience!). For example, you can find out if your target accounts have your biggest competitor’s software installed on their computer and run campaigns directly addressing your advantages versus the competition. .

Lead Ranking 62

Lead Ranking Top of Funnel Intent Data Demand Generation 62

Aberdeen

DECEMBER 17, 2019

It’s why technology vendors spend more than $300 billion annually on marketing and sales. Somehow, out of all this, they have to find trusted vendors who can help them make the right purchase decisions. Somehow, out of all this, they have to find trusted vendors who can help them make the right purchase decisions. Intent Data.

Marketing AI 52

Marketing AI Intent Data Intent Purchase Intent 52

ANNUITAS

MAY 13, 2014

The idea that if we are going to be able to truly connect with our buyers, we need to be able to tell that buyer (and in most B2B buying scenarios) multiple buyers a compelling story. When we look to engage buyers in a dialogue , it is a much different approach.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Marketing & Strategy Opt-out 100

The Point

SEPTEMBER 9, 2014

The Rule of Seven harkens back to a day when the salesperson was in control, when buyers did little to no research before talking to vendors, and when marketing was simply a string of pitches extolling the virtues of a company’s product. B2B Marketing Campaign Strategy Demand Generation lead generation Sales 2.0

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

Customer Experience Matrix

AUGUST 22, 2013

I’ve nearly finished gathering information from vendors for my new study on Customer Data Platform systems and have started to look for patterns in the results. One thing that has become clear is that the CDP vendors fall into several groups of systems that are similar to each other but quite different from the rest.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Madison Logic

SEPTEMBER 8, 2022

When initiating your nurture program, it can be easy to focus on creating new targeted content and overlook existing marketing collateral like webinars, eBooks, and white papers. However, if you have a large repository of good content, you won’t need to do so much extra work. B2B buyers aren’t crazy about that either. .

Work Management 52

Work Management Multi-Channel Marketing Management Top of Funnel 52

Customer Experience Matrix

AUGUST 4, 2009

The folks at Marketo have always recognized that they can only succeed if more marketers learn the basics of demand generation. In the interest of fairness, I should also point out that other vendors undertake their own market education programs. Whatever the reason, it’s a refreshing and laudably mature approach.

Lead Nurturing 120

Lead Nurturing Marketo Leads Lead 120

Webbiquity

FEBRUARY 14, 2010

Those are the types of questions marketing automation / demand generation software vendors seek to address with their offerings. “Demand generation&# is a better term, though still not precise. Buyers no longer rely on sales people for basic information or exploratory “consultation.&#

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Automation 100

Webbiquity

FEBRUARY 13, 2010

Marketing automation systems—from vendors like Eloqua , Marketo , Genoo , Manticore and others—are great tools for moving prospective buyers along the path from interest to desire to action. But they’re just that: tools. The book is a bit repetitive in places, but it’s repetition with a purpose; this is important stuff!

Emarketing 100

Emarketing Marketing Automation Services Manticore Marketing Management 100

ANNUITAS

JANUARY 28, 2016

While I can understand the hesitancy to upset the “sales apple cart,” the reality is that for all the changes marketing needs to make to develop a strategic approach to demand generation, sales also needs to change. Demand generation is a marketing AND sales activity, sales doesn’t work in a silo.

Work Management 50

Work Management Ideal Customer Profiles Demand Generation Marketing Management 50

LEADership

JANUARY 13, 2015

Based on Jon Iwata’s approach to marketing, here are 5 important questions your B2B organization needs to ask: 1. Does Your Customer Need You? Jon emphasizes the need for effective demand generation when selling to businesses. Does Your Data Give You the Right Picture?

CMO 40

CMO B2B Marketing Demand Generation Agencies Planning 40

Pam Didner

JANUARY 12, 2022

Communicate your explanation and responses in a series of targeted and curated content that Adamson calls a “collaborative learning” journey. They are afraid they may lose credibility or that prospects will discover other vendors offering different features and benefits. Turn abstract concepts into concrete insights.

Work Management 82

Work Management Marketing Management Curation Best Practices 82

Televerde

JANUARY 21, 2020

To find out, dress up like a prospect and pretend you’re scoping for vendors, schedule an onsite visit, and see first-hand what they’re doing to steal all your clients. A better marketing strategy is one that markets your brand as a partner, and not simply a vendor. More thorough follow-up strategy.

Marketing Proposals 52

Marketing Proposals B2B Sales Analysis Vendors 52

DealSignal

FEBRUARY 28, 2018

In the middle of 2017, SiriusDecisions unveiled their latest waterfall model: the Demand Unit Waterfall , which starts with Target Demand — defined as a target market containing potential “demand units”. What if you over-estimate (too many accounts & contacts with too broad a definition)?

Account Based Marketing 61

Account Based Marketing Ideal Customer Profiles ABM Work Management 61

The ROI Guy

SEPTEMBER 17, 2010

Rounding up the challenges, recent studies indicate that 9 out of 10 of buyers say that when they are ready to buy, they find you. With ready access to an unprecedented wealth of on-line information, and skepticism toward vendors as a result of direct marketing overload, buyers have revolted and taken the buying cycle into their own hands.

Interactive Marketing 40

Interactive Marketing Marketing Automation Services Peer-to-peer Buying Cycle 40

WebMarketCentral

SEPTEMBER 29, 2009

Those are the types of questions marketing automation / demand generation software vendors seek to address with their offerings. Demand generation" is a better term, though still not precise. Buyers no longer rely on sales people for basic information or exploratory "consultation."

Marketing Automation Services 20

Marketing Automation Services Work Management Marketing Management Marketing Automation 20

The ROI Guy

NOVEMBER 29, 2010

Two economic downturns over the past decade have made buyers more spendthrift, and more skeptical of vendor claims. Fueled by a wealth of on-line resources and social networks, buyers have seized control of the buying cycle, engaging with sales representatives later and later, and further elongating sales cycles.

Peer-to-peer 40

Peer-to-peer Marketing Automation Services Spending Marketing Budget 40

Customer Experience Matrix

FEBRUARY 1, 2011

Summary: Vendor scores from our new B2B Marketing Automation Vendor Selection Tool offer new proof of an old truth: there's no one best system for everyone. The one point I make every time I discuss software selection is that you have to find a vendor that matches your own business needs. 75 for vendor fit.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Inbox Insight

JULY 31, 2020

In the midst of transformation, vendors have an opportunity to capture the attention of HR tech buyers with great content, and turn cold prospects into hot leads. Being able to attract the right talent and retain valuable workers is a top priority and this means ensuring HR teams have all the tools they need to do their job.

Work Management 89

Work Management Marketing Management Research Top of Funnel 89

ANNUITAS

AUGUST 4, 2015

They may not all be involved at every stage, but you need to provide them content when it counts. Information Needs. Early stage buyers may not rush to download your 20-page white paper, as beautifully written as it may be. Find out what your buyers need to know and match the format accordingly to deliver that information.

Content Marketing 100

Content Marketing Buyer Personas Buying Cycle Demand Generation 100

The ROI Guy

JANUARY 17, 2011

These buyers need a reason to engage – and delivering personalized, proprietary and consultative benchmarks, insight and advice is essential. For most buyers it’s easier to do-nothing, than to change. Even with a continued recovery and more financial optimism, the shift to frugality is fundamental and permanent.

Budget Programs 40

Budget Programs Marketing Automation Services Enterprise Management ROI 40

KoMarketing Associates

MAY 12, 2021

When asked what their preferred interactions would have been, the answers came back as almost identical to the chart above: So B2B decision makers want to communicate and do business with their vendors more via a self-serve model. But were they doing so only because of COVID?

Work Management 166

Work Management Marketing Automation Services Marketing Management Demand Generation Agencies 166

Customer Experience Matrix

SEPTEMBER 23, 2010

Summary: Vendors who target small businesses include provide functions beyond traditional marketing automation. This helps business owners who need to generate revenue as efficiently as possible. But larger firms need to be efficient too: so expect all marketing automation systems to eventually expand in similar ways.

Marketing Automation Services 120

Marketing Automation Services Small Business Marketing Marketing Management Marketing Automation 120

Customer Experience Matrix

JULY 31, 2008

Yesterday’s post on classifying demand generation systems prompted some strong reactions. The basic issue is how to treat ease of use when describing vendors. Are we talking about vendor rankings, vendor comparisons, or vendor analyses? Vendor analyses attempt to describe what it's like to use a product.

Marketing Automation Services 120

Marketing Automation Services Lead Scoring Lead Ranking Comparison 120

Sales Engine

OCTOBER 8, 2015

In fact, Forrester says that as much as 90 percent of the buying process is complete before the prospect engages with a vendor. But the reality of the situation was that the buyer needed us much more than we needed them—and that was the real reason that we were successful at generating new appointments.

Top of Funnel 120

Top of Funnel Process B2B Thought Leadership Work Management 120

The ROI Guy

APRIL 21, 2010

Leading B2B solution providers recognize that old sales and marketing techniques need to evolve to meet these new buyer demands. For demand-gen marketing campaigns, compelling value oriented interactive tools is an absolute requirement for today’s frugal and skeptical IT buyers.

ROI 40

ROI Lead Scoring Lead Ranking Enterprise Management 40

The ROI Guy

MAY 4, 2011

In fact the level of relevant content affected whether made the vendor made the short list of alternative choices, with 86% of respondents indicating that relevant content drove the buyer’s decision.

Enterprise Management 40

Enterprise Management Marketing Management Marketing Budget Content Marketing 40

KoMarketing Associates

APRIL 15, 2020

A solid understanding of how prospects see a vendor’s business and their marketing (which can be very different than what the vendor sees) can make marketing budgets vastly more effective. Fortunately, there’s quite a lot of research available to help us see how B2B buyers are navigating their purchase process.

Buyer's Journey 157

Buyer's Journey Peer-to-peer Enterprise Management Work Management 157

ANNUITAS

JULY 14, 2016

The event, hosted by B2B Marketing , was a one-day event that delivered multiple sessions focused on best practices on everything from content, measurement, demand generation and Account-Based Marketing (ABM) strategies. I am smart about targeting and messaging but the reality is I think the prospect does need to see it.

Top of Funnel 100

Top of Funnel Account Based Marketing Demand Generation Agencies B2B Sales 100

ANNUITAS

JUNE 1, 2015

What if this this latest study is simply an indication of the buyers need for content relevance during the buying cycle no matter if it comes from sales, marketing or somewhere else? If we do not, what if the newest Sirius research and that of CEB, Forrester and ITSMA are all correct?

B2B Sales 100

B2B Sales Top of Funnel Research B2B 100

The ROI Guy

SEPTEMBER 28, 2010

New digital marketing channels have made it more efficient than ever to broadcast marketing messages to prospects, but are the current strategies effective at connecting with and educating ever more skeptical and frugal buyers ? How do you connect with buyers and make sure your message resonates to them personally?

Enterprise Management 40

Enterprise Management Paper Work Management Marketing Budget 40

Metadata

FEBRUARY 16, 2021

But at the same time, it’s like, yeah, but we’re more about demand generation. We need categories, so that we know how to compete. But there’s a lot of vendors are like, “Okay, tell me again, what you do, because that didn’t make any sense.” We know who we’re competing with.

Enterprise Management 52

Enterprise Management Paid Content Sales Management Work Management 52