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by Jason Miller Being a good B2B marketer means driving sales and engaging customers all while building meaningful relationships. Because of this inherit trait, one would think that marketers are big fans of creatively celerating Valentine’s Day. But what happens when you mix work with your Valentine’s Day messaging? Hilarity ensues. We asked Marketo employees to caption the photo below by completing the phrase “You Know You’re in Marketing When…” with a funny Valentine theme.
Brands used to be only for businesses. And we, the employees, were expected to uphold and support the principles of the brand. Some of us in marketing were even lucky enough to help our businesses build their brands. But as trust has eroded away from corporations and government institutions, we are seeing the ushering in of a new era: the employee-brand.
Marketing Is the New Selling This content from: Duct Tape Marketing. In order to thrive in today’s digitally driven business environment, sales folks need to think and act more like marketers. I suppose to some degree this has always been true, but it is painfully so now that prospects have access to mounds of information, have tools to deflect unwanted sales messages and have the ability to freely publish both flattering and unflattering information about the companies with whom they choose to
by Jason Miller Your company and its employees are on Linkedin, but are you optimizing their presence? I read a recent article from Search Engine Land that talked about the link between Search Engine Optimization and Linkedin. It was a fascinating look at how a properly optimized Linkedin page, both company and employees’, can boost SEO and organic visibility.
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.
by Phil Fernandez For B2B marketers to be competitive and grow in 2012, it’s essential that they not only realize the value of social media , but make a commitment to improved execution. An eMarketer article recently reported on a new Accenture study, which saw a huge gap between “knowing” and “doing” when it comes to social media in the B2B Marketers survey group.
by Kelly Waffle “The way to get started is to quit thinking and begin doing.” These words of wisdom were spoken by Walt Disney who took his own advice and began building a world out of imagination—Disneyland—in 1955 with only 20 attractions. I think Disney’s advice rings true today for those considering marketing automation. From time to time I speak with marketers who tell me, “We would love to get started but we don’t have enough content.”.
by Jason Miller In today’s ever-evolving marketing world, few can argue the need for an aggressive and comprehensive online marketing campaign to help a company stay competitive. A full 81 percent of marketing executives agree with this, but what avenues to digital marketing and customer engagement are they taking, and what are their current challenges?
by Jason Miller In today’s ever-evolving marketing world, few can argue the need for an aggressive and comprehensive online marketing campaign to help a company stay competitive. A full 81 percent of marketing executives agree with this, but what avenues to digital marketing and customer engagement are they taking, and what are their current challenges?
by Jon Miller Inbound marketing is a highly effective strategy for companies seeking to reach and connect with prospective buyers, but in isolation it will fail for most companies. Two of the most critical limitations are: It’s hard to target specific audiences with inbound marketing. If you want to reach a specific set of contacts – for example, decision makers at a list of target accounts – then inbound won’t let you do so efficiently.
by Jason Miller Last week I was interviewed by Demand Gen Report regarding the recent IPO filing by Facebook and how it’s going to affect the B2B marketers’ world. (You can download the full report here.) I was thrilled to be a part of such an insightful feature and I wanted to expand on my thoughts since this could have major implications for B2B marketing.
by Kelly Waffle I recently finished a book on Thomas Edison. Contrary to public belief, he did not invent the light bulb—instead he discovered the carbonized filament that made the process of electric lighting more efficient, long-lasting, and available. That is what we as marketers try to do with marketing automation—make the process of marketing more efficient, long-lasting, and available.
by Jason Miller Marketo launched a company wide initiative to train employees on all things social media last month by declaring December as Social Media Month. A series of workshops and luncheons open to all employees interested in participating and learning more about social media was put together and celebrated throughout the month. The response was fantastic and every one of our sessions were packed to the gills with enthusiastic employees eager to learn the ins and outs of social media and
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.
by Maria Pergolino Demand Generation Managers are responsible for finding and executing the program mix that is going to drive revenue for their organization. This includes selecting programs that are going to identify new leads and campaigns that are going to cause current leads in the system to move farther down the funnel. Demand generation managers typically work on a monthly, quarterly, or annual schedule and often tie their campaigns to particular initiatives developed by the corporate mar
by Maria Pergolino As you may have noticed, some new faces have joined the marketing team here at Marketo to help improve our online engagement and grow demand from inbound marketing sources. Why? Because we believe that to continue our fast growth we need to scale both paid programs as well as inbound programs including SEO, Social Media, and Content Marketing.
by Seth Resler Did you miss our webinar on inbound marketing? Don’t worry – we’ve got you covered. Inbound marketing can be a very effective marketing strategy, but when used in isolation it tends to produce limited results. The key is to combine it with other marketing techniques. Our Senior Director of Marketing, Maria Pergolino, teamed up with Alex Pelletier, Director of Marketing at Acquisio to talk about how they’ve incorporated inbound marketing into their overall s
Last week, Eric Wittlake (@ wittlake ) wrote a great post called Lead Generation is Crippling Demand Generation where he argued that these two marketing activities were working against each other due to the different outcomes each is trying to achieve. Many marketers lose focus on the bigger picture as they chase more leads. They throw registration forms in front of their content without thinking about earning the right to build an engaged audience that will return to you when they are ready t
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.
There was a recent exchange on twitter where a prominent, intelligent and well-respected analyst predicted that content marketing will destroy social media. I mean “Whoa!”…The power of content marketing! The suggestion was that content marketing will result in the rapid erosion of the sacred trust we all have in the established media.
by Seth Resler Have you implemented a formal lead scoring and qualification process? If not – the email below may strike a little close to home: Dear Marketing, As a small company, there’s a lot of work to be done, and not enough people to do it. So it’s really important that we all work together. It’s also really important that we can have open, honest, direct dialogue.
by Seth Resler According to Business Insider , the cost of a 30-second TV spot during the February 5 th Superbowl matchup between the New England Patriots and the New York Giants averaged $3.5 million, and topped out at a jaw-dropping $4 million. With companies like Hyundai buying a total of five ads during the Tom Brady / Eli Manning faceoff, 2012 was a record-breaking year for the event, even after adjusting for inflation.
CMOs feel largely unprepared for the challenges of today’s marketing challenges when it comes to the changing buyer, the corporate pressures to contribute and the skills and tools they have to work with. And yet much of the B2B Marketing conversation is still on generating leads. Generating leads is one important aspect of what we do in marketing but while we are busy talking about how to meet the needs for sales today , we are losing ground in our ability to meet the needs of our customer
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.
Social networking is as old as humanity, and even the term social media has been around for quite a while. But as a function within marketing, social media management is only 3 years old at best for the majority of organizations. Despite all this, many B2B marketing organizations are seeing huge growth in the number of channels their business is demanding.
by Phil Fernandez Sales is from Mars and Marketing is from Venus. Historically that is how it’s been. Today’s buyer doesn’t really care where the walls and boundaries exist between sales and marketing. As I explain in this video, if you have those teams working at cross-purposes, they are guaranteed to produce inefficiencies. This in turn opens opportunities for competitors to take revenue from your company.
Sometimes it seems like marketers in the trenches, marketing leaders and our agency partners are all talking different languages. We’re not on the same page… We should all be working toward the same goal of growing our businesses by meeting customer needs. But something gets in the way… The problem, it seems, is that we see completely different challenges in the roles we play and are quick to point fingers to the other.
by Maria Pergolino Are you using a mix of inbound and outbound marketing for your lead generation efforts? You should be. Outbound marketing is any paid marketing – both online and offline – used to acquire new leads. It includes everything from trade shows to pay-per-click marketing and is critical to growing inbound marketing. Why? Well, when a new piece of content is launched, inbound marketing supports that content, for example, by sharing it in social media channels, making it faster and e
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
by Jon Miller So your company is committed to an inbound marketing strategy; in which kind of resources should a CMO invest on a sustainable basis? Success with inbound marketing will not happen by itself. A baseline of random acts of marketing punctuated by bursts of short-term activity won’t cut it. Like many things, the more you put into inbound efforts, the more you’ll get out, but here’s a good “baseline” for monthly activity for a small- to medium-sized company (e.g. 25 to 1,500 employees)
by Jason Miller Yesterday I attended the B2B Netmarketing breakfast here in San Francisco. I love these events because it’s a giant room full of B2B marketers who are there to learn and network. Striking up a conversation is as easy as walking around the room, zeroing in on someone’s nametag and saying hello. B2B magazine publisher Bob Felsenthal kicked off the event with some interesting stats from a recent survey; 76 percent of marketers plan to increase their online spending and how the top a
Tonight I am presenting social media marketing to a group of local marketing students at West Chester University. In preparation for the class, I spoke to the professor in order to determine which points about social media marketing I should touch on. She explained that the students think “Twitter is for old people” and are looking to understand what value social media marketing has relative to the larger marketing mix.
by Jason Miller I’m pleased to welcome Peggy Burke, Principal at 1185 Design as a guest blogger. She discusses risk taking, pushing the envelope in branding, and the ideas behind the design of the new Marketo website. Choose an enterprise technology brand. Now type in their URL and engage. “With what,” you ask? Exactly! We live in a world of engagement through some of the most extraordinary and disruptive technologies.
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
by Jon Miller I’m pleased to welcome David Karel, Vice President of Marketing at Bizo , as a guest blogger. David has more than 15 years of B2B marketing, business development, and sales experience and we are thrilled to welcome him. As marketers, the goals we set for a given marketing channel or specific campaign will inherently frame its success or failure.
by Phil Fernandez Everyone here at Marketo was pretty pumped when we announced our record-breaking results for 2011. But, what our team was most excited about was the growing list of Marketo customers – 1600 strong, from global enterprises to young companies – that have achieved unparalleled revenue performance and growth by embracing Revenue Performance Management (RPM).
by Seth Resler On Tuesday, February 7th, Alex Pelletier, Director of Marketing at Acquisio , co-hosted a webinar with our Senior Director of Marketing, Maria Pergolino on multiplying the effects of inbound marketing. There were some leftover questions at the end of the webinar, and we promised we’d answer them. So here is further Q&A with Alex… What is the difference between prospects and leads?
Why Pinterest Is Not the Next Big Thing for Your Business This content from: Duct Tape Marketing. You’ve likely heard lots and lots about a newish social network called Pinterest in the last couple of weeks. 1935 Alfa Romeo 8C - Fabforgottennobility via The Fancy. Many bloggers are talking about it in the same giddy ways reserved for the last few next big things, but let me offer some relief.
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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