Adobe Experience Cloud Blog

MARCH 9, 2011

by Jon Miller The Definitive Guide to Sales Lead Qualification and Sales Development. One of the best pieces of organizational wisdom I’ve ever received is to pay the most attention to “batons” that cross functions. Wherever two or more departments share ownership and responsibility, conditions are ripest for problems. This is especially true in the handoff between marketing and sales.

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Thought Leadership Marketers Marketing Management 133

Marketing Insider Group

MARCH 15, 2011

You know you’ve seen it. Like rock stars, actors, or sports stars, chillin’ in the VIP section of that exclusive club, getting comp’d bottles of the priciest vodka and champagne. They are roped off from us mere mortals and surrounded by an entourage of beautiful people. You know they exist. And you struggle with whether you want what they have.

Promotion 107

Promotion Marketing Marketers 107

Adobe Experience Cloud Blog

MARCH 23, 2011

by Maria Pergolino The magnitude of the Internet’s size and scope can be overwhelming when determining how to incorporate the countless B2B marketing facts and strategies you can find on the Web. Take a look at these 5 B2B marketing infographics that help breakdown the reams of information into memorable images and data you can use to boost your online marketing efforts: 1.

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B2C Marketers Marketing Social Media Marketing 126

Adobe Experience Cloud Blog

MARCH 17, 2011

by Maria Pergolino I know what you’re thinking – the seven ways marketers should be using social will be all about Twitter, Linkedin, Facebook, Digg or Reddit, and YouTube, right? NO! These channels are just the places where we network with others online, not the best ways to do it. By participating in these channels doesn’t necessarily mean you are taking the right steps towards truly leveraging social media to your benefit.

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Whitepaper Analytics Marketers Marketing 125

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Transform

Adobe Experience Cloud Blog

MARCH 8, 2011

by Phil Fernandez On this blog, I have written frequently about how digital communications and especially social media have sparked a growing revolution in the sales and marketing process. The widespread embrace of social media has put even more information – and ultimately power – in the hands of the buyer, and that has drastically altered the jobs of the salesperson and the marketing professional.

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Transform Manufacturing Shipping Communications 124

Adobe Experience Cloud Blog

MARCH 24, 2011

by Jon Miller Strategic marketing consultancy, CMG Partners, recently released its 3rd Annual CMO’s Agenda ; a body of work that shares key ideas and best practices extracted from one-on-one conversations with over thirty marketing executives. It got me thinking about what it means to be a marketing leader in today’s chaotic world, and reminded me of some key lessons in leadership and innovation.

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Transform CMO Direct Mail Thought Leadership 118

Adobe Experience Cloud Blog

MARCH 31, 2011

by Maria Pergolino Today’s digital marketplace offers B2B marketing professionals a plethora of tools and channels to distribute messages. However, the quickly expanding net also provides challenges. Internet users have dynamic activity patterns and today they spend more time on the web than ever. A 2010 study by Forrester research found that online viewing now equals that of TV viewing.

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PR Marketers Marketing Email Marketing 109

Adobe Experience Cloud Blog

MARCH 29, 2011

by Phil Fernandez Recently I was speaking with a Marketo customer, who recounted an experience she had attending a seminar sponsored by one of the well known sales training organizations. You undoubtedly know the kinds of seminars I am talking about. They’re promoted with emphatic headlines, screaming things like, “GET THEM TO YES!” and “SELLING HUNGRY!”.

Market Research 106

Market Research Promotion Advertisers Advertising 106

Marketing Insider Group

MARCH 8, 2011

You know what they say, “there’s no such thing as bad PR.” But for marketers, there is nothing better than good press coverage in a respected trade publication. Recently I saw that one of my Twitter friends Rachel Macik ( @RachelMacik ) scored a huge win for her company Atos Origin with this article coverage in the highly-coveted CIO.com media property: “ Killing Email Softly – How One Company Is Planning Its Demise.&#.

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PR Management Marketing Marketers 104

Marketing Insider Group

MARCH 29, 2011

With Twitter’s Fifth Birthday now behind us, there are still plenty of B2B Marketers considering whether Twitter is a place to engage with customers, prospects, partners and future employers. People are always asking me “why tweet, who to follow and how to get started on Twitter?&# A few weeks ago I wrote my Top 10 Twitter Tips blog post and based on the volume of traffic that post continues to receive, I thought it was time to tackle the more basic questions: Why Tweet?

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Promotion Place Branding Customer 103

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Adobe Experience Cloud Blog

MARCH 3, 2011

by Maria Pergolino It’s one thing to generate leads. It’s another to close them. The industry wide statistic of 70% of leads never receiving effective sales follow-up is astounding. With the mass amount of resources devoted to lead generation, the act of following up on leads has to be improved to experience growth in conversion rates. The key to generating, nurturing and closing leads is communication.

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Telemarketing Inbound Marketing Communications Management 102

Marketing Insider Group

MARCH 24, 2011

Avoid The Ego Trap In Digital Marketing. In the old day s of traditional marketing, you conducted some research, consulted with your colleagues and agency partners and in the end, decisions were often made on gut feeling. I mean there were what 3 TV stations, a local newspaper or 2 and some trade pubs. How hard could it be? The promise of Digital Marketing was going to change all that.

Digital Marketing 101

Digital Marketing Traditional Marketing Marketers Marketing 101

Adobe Experience Cloud Blog

MARCH 28, 2011

by Maria Pergolino Internet math question: If you get 200,000 viewers to your website and 80% of them just check out one page, would you consider your website a success? In some cases (with bloggers for example), a one-time visit to the website means checking out the latest blog, then taking off and that may be okay. However, if you are a B2B company dedicated to quality lead generation, a one-page hit won’t do you much good.

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Analytics Whitepaper Marketers Marketing 101

Adobe Experience Cloud Blog

MARCH 2, 2011

by Caroline Ruggiero I recently heard Dr. TR Rao of Market Probe speak at a Market Research Bulletin webinar. He posed an interesting question – Does customer advocacy exist in the B2B world? He believes that, yes, there is. However, what was also enlightening to me was the discussion of just how crucial it is in today’s business world. Why is it important?

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Customer Market Research Product Marketing 101

Speaker: Jam Khan, SVP, Product Marketing at ZoomInfo & guest speaker Amy Hawthorne, Principal Analyst from Forrester

Buying signals extend well beyond intent. They give go-to-market teams the chance to know everything about their customers. With buying signals, they can reach more customers and win more deals. Join Jam Khan, SVP, Product Marketing of ZoomInfo and guest speaker Amy Hawthorne, Principal Analyst from Forrester for this new webinar where you'll find out how marketing teams operate more efficiently and sales teams close more business when they act on buying signals, not just intent!

Customer

Marketing Insider Group

MARCH 30, 2011

How to measure B2B Marketing. This question was asked recently on Focus.com. I am cross-posting my answer here since this is a GREAT question. But I encourage you to add your thoughts as well either in the comments below or on their website. While you’re at it and since I’m not shy about asking for help: if you think I answered it well, I would appreciate it if you give me a thumbs up.

New Markets 101

New Markets Customer Marketing Marketers 101

Adobe Experience Cloud Blog

MARCH 25, 2011

by Maria Pergolino This post has been contributed by Cristine Colton, who works in public accounting in Raleigh, NC. She has specialized in tax accounting for over 8 years and is passionate about helping others understand tax complexities. April 15 is quickly approaching and I’m sure you’ve spent hours pouring over all of the recent legislative changes to the tax laws in order to ensure that you’re not giving Uncle Sam (or H&R Block) a big bonus this year.

Energy 101

Energy Education Marketers Marketing 101

Adobe Experience Cloud Blog

MARCH 16, 2011

by Katie Byrnes There is no such thing as no budget. Every single senior executive has a budget, they just might not have a budget for you. The problem isn’t that there’s no budget, it’s that they don’t want to give it to you. In Marketo’s most recent Revenue Masters webinar with Kathleen Schaub, former VP at Sybase, and Bill Binch, SVP of Sales at Marketo, these two thought leaders discuss the provocation-based selling methodology published in the Harvard Business Review to help you

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Promotion Product New Markets Customer 100

Marketing Insider Group

MARCH 22, 2011

Happy Birthday Twitter! Twitter turned 5 yesterday. They announced on their blog that there are now 400 employees to support the 140 million Tweets per day and 500,000 accounts created every day. Did you celebrate? I know far more people who are NOT on Twitter than who are. I know people who outwardly question Twitter’s utility or ability to connect people from around the world in an instant.

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Branding Marketing Marketers 99

Speaker: Mike Rizzo, Founder & CEO, MarketingOps.com and Darrell Alfonso, Director of Marketing Strategy and Operations, Indeed.com

Though rarely in the spotlight, marketing operations are the backbone of the efficiency, scalability, and alignment that define top-performing marketing teams. In this exclusive webinar led by industry visionaries Mike Rizzo and Darrell Alfonso, we’re giving marketing operations the recognition they deserve! We will dive into the 7 P Model —a powerful framework designed to assess and optimize your marketing operations function.

Marketing

Adobe Experience Cloud Blog

MARCH 1, 2011

by Andrew Spoeth This post is a follow up to our earlier post titled Frequently Asked Questions about B2B Social Media. It is based on one of our most successful webinars to date, titled Social Media for Business Marketers – the real ways B2B marketers can use social media to drive success. It featured Paul Gillin and Eric Schwartzman, co-authors of the new B2B social media marketing book , Social Marketing to the Business Customer.

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Customer Acquisition Law Social Media Marketing Communications 99

Adobe Experience Cloud Blog

MARCH 21, 2011

by Andrew Spoeth. Marketers love looking at the results of A/B landing page tests. We’re almost addicted to it. But what is it about landing page tests that fascinates us? I’ve been thinking a lot recently about landing page design and landing page testing. One of the reasons being a webinar that Marketo is hosting with Anne Holland, founder of WhichTestWon.com, on March 23.

Communications 96

Communications Advertisers Advertising Marketing 96

Adobe Experience Cloud Blog

MARCH 7, 2011

by Bill Binch To create the best lead generation process, you’ve got to keep sales and marketing on the same page. There is a continuing challenge for marketing to fill the sales lead coffers. But before marketing can bring in the right leads for sales to close, both need to agree on what constitutes a qualified sales lead. There are three truths behind sales and marketing agreements that must be recognized for effective alignment: 1.

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Non-Profit Marketers Marketing CRM 96

Marketing Insider Group

MARCH 31, 2011

This is a guest post from sales professional Kenny Madden. In today’s environment, it is absolutely critical to approach prospects in a new way. The days of cold calling “put me through to the decision maker please” calls are well and truly over. ( Good riddance.). The traditional numbers-focused sales and marketing model has fallen apart. Especially when selling or marketing technology products to savvy, tech folks.

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Product Marketing Marketers 96

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Marketing

Marketing Insider Group

MARCH 24, 2011

Avoid The Ego Trap In Digital Marketing. In the old day s of traditional marketing, you conducted some research, consulted with your colleagues and agency partners and in the end, decisions were often made on gut feeling. I mean there were what 3 TV stations, a local newspaper or 2 and some trade pubs. How hard could it be? The promise of Digital Marketing was going to change all that.

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Digital Marketing Traditional Marketing Marketers Marketing 96

Marketing Insider Group

MARCH 3, 2011

This post originally appeared on the Savvy B2B Marketing Blog … Why is content marketing so important? I started my career in B2B sales and quickly grew frustrated with the content being produced by my marketing colleagues. I then took a field-marketing role because I knew it was crucial to have the right content for each customer situation. How hard can that be, right?

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Content Marketing Marketers Marketing CRM 94

Marketing Insider Group

MARCH 1, 2011

Want to know what B2B marketing mistake makes me the craziest? When I see marketing content that adds an unnecessary or inappropriate qualifier to try and get a specific segment of people to read, register, or interact with the piece of content. For example, if I say this blog is only for “B2B marketers&# - will that focus the target audience of the blog?

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Marketers Marketing Communications Advertisers 94

Adobe Experience Cloud Blog

MARCH 18, 2011

by Bill Binch As the economy improves, more companies will start to add to their B2B sales forces. Many companies will be expanding into and testing new markets by adding remote sales people. While adding remote salespeople is a lower-cost way to enter a new market, it does come with its share of management challenges. We’ve identified three areas that challenge sales teams and potential solutions to drive more sales from remote salespeople below: 1.

Energy 92

Energy Communications Management Place 92

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Marketing Insider Group

MARCH 10, 2011

Are you wondering how the recent news in the SEO world might affect you? I will outline the announcements in simple terms and provide some tips for the B2B Marketer to ensure all your hard work pays off in the form of inbound traffic to your personal blog or company website. You may have heard that Google recently changed its search engine algorithm.

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SEO Retail Digital Marketing Customer 92

Adobe Experience Cloud Blog

MARCH 29, 2011

by Katie Byrnes While in Austin, on Marketo’s Revenue Rockstar tour , Jon Miller had the chance to rock the whiteboard at the Software Advice offices. This is just the first video out of three whiteboard sessions (so stay tuned for more!). Read below for a quick summary, or watch the video at Software Advice or on YouTube. The single biggest opportunity for business today is Revenue Performance Management.

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Management Transform CRM Marketing 89

Adobe Experience Cloud Blog

MARCH 2, 2011

by Josh Aberant This week Marketo released an Email Design and Creative Checklist. This document provides a comprehensive set of email marketing best practices in a nice, actionable and easy-to-use checklist. With this checklist, marketers can consistently ensure that best practices are implemented and checked-off before their marketing campaign launch.

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Email Marketing Branding Marketing Marketers 88

Adobe Experience Cloud Blog

MARCH 4, 2011

by Maria Pergolino According to the Radicati Group, Inc., over 90 trillion emails were sent in 2009. B2B spending on email marketing is estimated to have grown by 2.4% to $206 million in 2010, according to Metrics 2.0. B2B marketing efforts everywhere have joined the email surge making it the number 2 marketing tool (just a tick behind SEO – according to The Ad effectiveness Survey by Forbes Media in February/March 2009).

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Email Marketing Marketers Marketing CRM 86

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