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'Author: David Greschler Content marketing has a problem, but it’s not the one people think it is. When asked, most will tell you it’s “feeding the beast”. They can’t create enough content to keep up with the scheduled demands across all their channels. But in our quest to build more content, we marketers sometime lose focus of the real goal of our content marketing: to engage viewers so you can build your sales pipeline.
'Content Marketing is hot! And while it has always been one of the ways businesses have tried to reach buyers, the emergence of digital, social and mobile platforms has produced an explosion of content. This has caused a fundamental change in the relationship between buyers and the B2B marketing and sales efforts competing for buyer attention. These changes have re-written the rules of content marketing.
'Why Outbound Marketing Has Never Been More Effective written by John Jantsch read more at Small Business Marketing Blog from Duct Tape Marketing The rallying cry of inbound and content marketers everywhere is that outbound marketing, you know, things like advertising, cold calling and overt promotion are evil. photo credit: The Eggplant via photopin cc.
'Author: Jon Miller Marketo’s email marketing research team recently looked at hundreds of email sends to examine the relationship between the amount of segmentation used and the level of engagement. In the chart below, the horizontal axis shows the size of the send, measured by the number of emails delivered as part of a single batch. The vertical axis shows the Engagement Score, a proprietary algorithm our Data Science Team created to determine exactly how engaging each message is.
AI adoption is reshaping sales and marketing. But is it delivering real results? We surveyed 1,000+ GTM professionals to find out. The data is clear: AI users report 47% higher productivity and an average of 12 hours saved per week. But leaders say mainstream AI tools still fall short on accuracy and business impact. Download the full report today to see how AI is being used — and where go-to-market professionals think there are gaps and opportunities.
'Author: Dayna Rothman We always talk about what to test in your email marketing campaigns , but what are the outcomes? At Marketo, we’ve run 100s of email tests to discover what resonates well with our target audience. We have tested subject lines, messaging, personalization, from lines, and the list goes on and on. So, what have we found to be the most effective?
'Author: Jon Miller Welcome to wondrous and exciting world of marketing automation, where you will travel and explore a wide variety of capabilities found in marketing automation software. Enjoy the exciting activities available in Republic of Lead Management, relax in style on the island of CRMica, and be part of the hustle and bustle in the United States of Lead Generation.
'Author: Mike Telem Account-Based Marketing (ABM) has been growing in popularity recently and it’s easy to see why. It puts the spotlight on marketing’s ability to land the big “Sales Whales”–those key target accounts that Sales is dying to land. By focusing marketing efforts on the accounts most likely to generate revenue or meet other strategic goals, ABM helps marketers to scale growth and revenue by generating marketing-sourced deals.
'Author: Mike Telem Account-Based Marketing (ABM) has been growing in popularity recently and it’s easy to see why. It puts the spotlight on marketing’s ability to land the big “Sales Whales”–those key target accounts that Sales is dying to land. By focusing marketing efforts on the accounts most likely to generate revenue or meet other strategic goals, ABM helps marketers to scale growth and revenue by generating marketing-sourced deals.
'Author: Dayna Rothman I have to make a confession. I am a Gmail user and I like the new tabbed inbox. Not because I am trying to ignore emails that come from mailings I subscribe to, but because now I can be organized and achieve “inbox zero” in my primary tab (even if it is not a true “inbox zero” as my other tabs are overflowing). And I like that I can now parse my emails out based on my primary email connections, social updates, and promotions.
'Author: Dayna Rothman Historically, the healthcare industry has been slow to adopt digital marketing practices. However, social media provides a great way for healthcare companies to engage their audience with interesting and meaningful content. And more and more healthcare marketers are getting up to speed. Platforms like Facebook and Twitter let patients have conversations with real doctors and healthcare workers, and the ability to share such conversations help spark interest and get more p
'Author: Jon Miller There are legal definitions of spam — in the U.S., for example, spam can be classified as any email that violates the 2003 CAN-SPAM Act or any other countries’ bulk email laws. Canadian law prohibits senders from emailing anyone who has not explicitly requested that mailing, and Australian and European law require prior-consent. In the eyes of consumers, however, the definition of spam can be even broader and less forgiving.
'Author: Teddy Hunt BYOD (Bring Your Own Device) is everywhere, with enterprises across the globe taking advantage of the cost-cutting benefits such programs offer. BYOD allows employees to use their personal mobile devices–including smart phones, tablets, and even laptops–for conducting business, using company technology platforms, and accessing the company’s network.
Speaker: Aja Bradley Kemp, Founder & Chief Experience Officer at Conversate Collective
In a world where every brand is vying for attention, how do you make your events stand out? ✨ From creative swag strategies to immersive brand experiences, the key lies in fostering real connections that inspire action and leave a lasting impression. Whether you're planning a large-scale conference or an exclusive executive gathering, this session will explore how to elevate event engagement, strengthen brand perception, and maximize ROI.
'Author: Heidi Bullock We all know the saying, “there is nothing new under the sun”–this could be said for many things content related. Even what I am about to outline here is not a new concept, so I am writing this more as a friendly reminder for those of you that are stressed and under pressure to develop something *new*, *exciting*, and *thrilling*–for an upcoming marketing campaign or email.
'Author: Phillip Chen I was asked by a date what three words my friends would use to describe me. I told him that they would say I’m sarcastic, loyal, and caring. Intrigued by this question, as an experiment I recently asked my best friend for three words that she would use to describe me. She said, “ambivalent, flirty, and hardworking”. I wanted to share this experience not because I want the world to know my friend thinks I bat my eye lashes at anything that moves–but I want to focus on
'Author: Jason Miller Social for lead generation has finally stepped into the limelight, and for good reason. The question of whether or not it can be an effective B2B marketing strategy has been answered with an astounding yes. But now the question remains, “how do I successfully implement social into my overall strategy?”. For those who continue to ignore this question, social will remain in a silo along with a growing list of missed opportunities.
'Author: Kelly Jo Horton (@kellyjohorton) I recently spoke on a panel at the Inbound Marketing Summit (IMS) in San Francisco, and one of the questions to the panel was, “What skill set should you be hiring to create your inbound marketing dream team?” The other two panelists and I agreed that the needed skill sets have changed over the past few years, and you need a more diverse team to be successful.
Today’s buyers expect more than generic outreach–they want relevant, personalized interactions that address their specific needs. For sales teams managing hundreds or thousands of prospects, however, delivering this level of personalization without automation is nearly impossible. The key is integrating AI in a way that enhances customer engagement rather than making it feel robotic.
'Author: Raymond Coppinger I was listening to some old performances on KEXP , (the most awesome radio station on the planet) when I came across a set by Macklemore , the rapper from Seattle who has, with the help of the Internet of course, carved out a hugely successful career. At the end of the set , he was questioned by the presenter as to why he gives some of his music away for free, his response was simple and instantaneous; “Spread it, get it out there to the people – then go play&#
'Author: Rajiv Kapoor This post below is a fictional account of a common situation experienced by many marketers when implementing marketing automation. This is written based off of what I have seen working as a senior consultant for Marketo. We have had marketing automation for 6 months, and I know we are only using a fraction of what it is capable of.
'Author: Justin Gray Are you getting the results you want from your email marketing campaigns ? Email marketing has been around for a while now, and there’s a reason it’s such a popular channel in most marketers’ toolboxes. Savvy interactions can deepen customer relationships, inspire new ones, nurture and convert leads, and strengthen brand awareness.
'Author: Isabel Cain This summer I am interning at Marketo. As a 16 year old who is currently in high school, interning at a tech company is definitely quite a change of pace. So what have I been spending my time doing? LOTS of research on LinkedIn and other social networking sites like Facebook and Twitter, which is not something I expected to be doing.
Speaker: Alexa Acosta, Director of Growth Marketing & B2B Marketing Leader
Marketing is evolving at breakneck speed—new tools, AI-driven automation, and changing buyer behaviors are rewriting the playbook. With so many trends competing for attention, how do you cut through the noise and focus on what truly moves the needle? In this webinar, industry expert Alexa Acosta will break down the most impactful marketing trends shaping the industry today and how to turn them into real, revenue-generating strategies.
'Author: Jon Miller Buyers today are empowered. The Web provides them with instant information gratification. They can access detailed specs, pricing, and reviews about goods and services 24/7 with a few flicks of their thumbs. Meanwhile, social media encourages them to share and compare, while mobile devices add a wherever/whenever dimension to every aspect of the experience.
'Author: maneeza Models and emails and forms and posts. What aspects of Marketing Automation matter most? Spreadsheets, fields and dashboards galore. The more behavior, the higher the score. Target-em, nurture-em convert them all. No lead left behind, opp size large or small. A sprinkle of buy-in from the Boss. Just a dash of Jon’s Secret Sauce. All efforts suggest an automation win.
'Author: Laura Atkins This week Marketo released The Definitive Guide to Engaging Email Marketing. We wanted to include insights and best practices from some of the leading minds in email marketing. We asked our top influencers the following 4 questions: 1. What is your advice for creating engaging email marketing campaigns and content? The biggest thing about creating engaging email marketing campaigns and content is to know your audience and tailor your content to that audience.
'Author: Raymond Coppinger OK, so I have a confession to make–I am (still) a massive West Wing fan. I know, I know that show ended about 7 years ago and I am a dinosaur. While I sit with friends over coffee and they discuss the latest series of Game of Thrones–I sit there nursing my tea wishing it was cool to say that I wish I were a member of President Josiah Bartlett’s staff.
Think creating impactful B2B video is intimidating, boring, or requires a Hollywood-level budget? Think again. Join our "B2B Growth Show" to uncover the secrets of building video strategies that drive ROI, captivate your audience, and leave your competition in the dust. What you’ll learn: Why video is non-negotiable for B2B in 2025 Storytelling tips to engage your target audience and keep them coming back Case studies from printing companies to telecom giants with jaw-dropping results Practical
'Author: Dayna Rothman Meet Dan. Dan walks into the office on Monday morning knowing full well that his budget is due into finance by end of the day. But Dan has struggled all month to get a complete picture of what his marketing team has spent. Dan thinks about how he is going to figure this all out and he is filled with dread. To top it all off Dan is stuck in spreadsheet hell.
'The world has changed. And many businesses are struggling to keep up. In an attempt to tell that story, I have covered the future of marketing and now I’m looking for the best quotes, studies and predictions on the future of business. Here are 29 quotes on the future of business, technology and the world economy I was able to find through a combination of sources including some of the best slideshare decks, economic studies and research reports out there.
'Why does marketing innovation fail? With all the changes in the content and consumer landscape brought on by digital, social and mobile technology, you would think that innovation in marketing is a foregone conclusion. Marketing innovation fails at most companies simply because it isn’t funded as part of a formal approach to testing new ideas.
'Stories are nothing new. They’ve been around for as long as we have. The earliest humans gathered around the campfire and figured out that effective storytelling was the best way to pass on the information that was vital for survival. They knew that truly connecting with their audience in an emotional way was a matter of life and death. Some businesses think storytelling is about explaining what you sell or telling people what you do.
GrowthZone’s 11th annual survey highlights trends, challenges, and strategies shaping the membership industry through insights from U.S. and Canadian association professionals. Get your copy of the 2025 Association Survey Results Report to see how your organization measures up: The biggest challenges associations are facing Membership retention trends and non-renewal insights Strategies for automatic renewals and reinstatements Shifts in member engagement tactics Why members are joining (and sta
'lf we’re going to focus on content marketing basics and deliver the kind of content our customers are looking for, then sooner or later we have to ask: is video an opportunity for marketers? I think visual content will play a much more prominent role in the future of marketing as more and more of us look for quick, consumable chunks of content.
'I woke up this morning to an announcement that I was inducted into the Content Marketing World Rock and Roll Hall of Fame! While I am humbled by this honor, maybe I should explain: In just under a month, the biggest content marketing conference will descend upon Cleveland, OH – home of the Rock and Roll Hall of Fame. And so the Rock theme of the event this year was just a natural fit.
'I was recently honored to be asked by IDG Connect to participate in their “20 Questions” CMO series. They asked me questions to understand who is the person behind the B2B Marketing Insider blog. The questions range from where I was born, to my favorite song, to what makes for great marketing and more. While I would normally never devote a blog post to being all about me, I thought some of you might be interested to get a little bit more background on the guy behind the blog.
'Why Landing Pages Are a Must written by John Jantsch read more at Small Business Marketing Blog from Duct Tape Marketing September 19th I’m hosting a free webinar titled - “How to Quickly Grow Your Email List, Dramatically Increase Your Conversions and Skyrocket your Sales and Profits.” with LeadPages founder Clay Collins (Sign up at the bottom of this post.). photo credit: AHMED… via photopin cc.
ZoomInfo customers aren’t just selling — they’re winning. Revenue teams using our Go-To-Market Intelligence platform grew pipeline by 32%, increased deal sizes by 40%, and booked 55% more meetings. Download this report to see what 11,000+ customers say about our Go-To-Market Intelligence platform and how it impacts their bottom line. The data speaks for itself!
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