b2b marketing

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Four Sales Content ROI Stats and the Elephant in the Room

Four Sales Content ROI Stats and the Elephant in the Room

Deirdre Pelrin
Written by Deirdre Pelrin March 13, 2018

There’s an uncomfortable truth that we need to talk about as marketers. But before we “go there,” we need to talk a bit about all of the time, effort, and spend that goes into a critical business function: the collateral that sales uses in order to sell. We recently collaborated with Demand Metric on research…

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Traditional Marketing Playbooks for Account Based Marketing

Traditional Marketing Playbooks for Account Based Marketing

Matt Ellis
Written by Matt Ellis March 1, 2017

In a survey of 120 marketers, Forrester found that “73% agreed that [Account Based Marketing] is a term that lacks specific meaning and is used inconsistently today.” That finding is unsurprising because Account Based Marketing (ABM) as it currently stands has many different definitions. Marketo defines ABM as a “strategy that concentrates sales and marketing…

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5 Lessons on Marketing's Role in Sales Enablement

Alyssa Drury
Written by Alyssa Drury September 29, 2016

One of the major reasons sales enablement is so challenging is due to interdepartmental misalignment and a lack of ownership for enablement initiatives. Marketing plays an integral role in sales enablement, but it is often thought of as a sales responsibility, causing tension between the two departments when marketing starts to get involved in sales activities…

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How to Create Winning Marketing Content for Sales [Infographic]

How to Create Winning Marketing Content for Sales [Infographic]

mcheung
Written by mcheung November 13, 2015

High quality, resonating content has become one of the most powerful ways to connect today’s sales reps with today’s buyers. Unfortunately, today’s buyers are increasingly difficult to win over with content. As sellers continue to share product- and company-centric content, buyers become less interested, less willing to engage with them, and generally less receptive. In…

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How to Improve Customer-Focused Marketing with Sales Enablement

How to Improve Customer-Focused Marketing with Sales Enablement

mcheung
Written by mcheung November 2, 2015

I recently read a Forrester report about making your B2B marketing succeed in the “Age of the Customer.” It explains some of the hurdles holding back B2B marketers from optimal effectiveness in the current customer-centric sales landscape and offers some suggestions for improvement. What is surprising is that it’s not our marketing strategies themselves that…

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How to Stop Wasting Millions of Dollars on Marketing Content

How to Stop Wasting Millions of Dollars on Marketing Content

mcheung
Written by mcheung October 8, 2015

According to research by the Content Marketing Institute, 70% of B2B marketers are creating more content than they were just a year ago. Despite this expanded focus, however, marketers are doing a very poor job of optimizing content creation. A recent study by SiriusDecisions reports that large enterprise firms waste roughly 13% of total content…

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7 Things You Need to Know about Account-Based Marketing

7 Things You Need to Know about Account-Based Marketing

Alyssa Drury
Written by Alyssa Drury September 30, 2015

One of the biggest challenges B2B marketers face is generating and delivering enough qualified leads to sales. We can qualify and score and nurture leads until we’re blue in the face, and sales will always ask for more, better, or more relevant leads. But what if the lead generation method we’ve been ingrained to use…

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How Sales and Marketing Can Deliver Value Together

How Sales and Marketing Can Deliver Value Together

mcheung
Written by mcheung September 23, 2015

Today’s sales and marketing teams are faced with growing demands from executive buyers to demonstrate business value in order to even be considered for selection. But they don’t seem to be making the cut. According to a study by Forrester, executive buyers find only 19% of their meetings with salespeople to be valuable, and 65%…

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B2B Marketing: Reimagine Everything?

B2B Marketing: Reimagine Everything?

Alyssa Drury
Written by Alyssa Drury September 22, 2015

Over the past two weeks, I was fortunate to attend HubSpot’s Inbound and Salesforce’s Dreamforce for the second time each. After a ton of sessions and speakers and subsequently sleeping for a whole weekend, I thought back on what I’ve learned since attending these two massive events in 2014. What I concluded is that many…

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Metrics CMOs Should Be Tracking to Quantify Marketing Success

Metrics CMOs Should Be Tracking to Quantify Marketing Success

Alyssa Drury
Written by Alyssa Drury July 23, 2015

I recently came across a Forbes article that discussed the misperception of marketing in Silicon Valley. The article explains that in many tech companies, any part of the company that isn’t tech-driven (marketing, HR, even operations and business development) is considered secondary. The author suggests that marketing isn’t taken seriously at these companies because the…

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