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Align your marketing org in 2018 with intelligent and integrated marketing campaigns - Marketing Land

Align your marketing org in 2018 with intelligent and integrated marketing campaigns - Marketing Land | The MarTech Digest | Scoop.it
1. The power of personas

There is absolute power in the persona, and it’s the secret sauce for a successful integrated campaign. Every company of any size needs to understand their customers, their pain points and what they need to be successful. Marketers need to build detailed message maps for personas and treat these message maps as living, breathing documents that we continually update.

2. Know your segment

Next, you need to be thinking about the segment of the market. Are you talking to prospects or customers, small businesses or global enterprises, and which geography?

3. Create smart content

Having a well-developed persona and a clear target market also will help you move content marketing from a standalone function to one that is fully integrated into the broader marketing mix and marketing technology stack. 

4. Create once, promote everywhere (COPE)

Once you have smart content, it’s time to test it in the marketplace. As you continue to grow in scale, the next theme that we often talk about is COPE.
CYDigital/marteq.io's insight:

Align your marketing org in 2018 with intelligent and integrated marketing campaigns - Marketing Land

 

Couple this with the adjacent scoop, and you're on the right path.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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9 Building Blocks of a Killer Demand Generation Marketing Plan | CustomerThink

9 Building Blocks of a Killer Demand Generation Marketing Plan | CustomerThink | The MarTech Digest | Scoop.it
1. Document Demand Goals
2. Identify Buyer Personas
3. Develop Messaging Map
4. Create Content Calendar
5. Repurpose Premium Assets
6. Develop a Distribution Plan
7. Choose the Right 3rd-Party Partners
8. Update Nurture Paths
9. Refine Target KPIs
CYDigital/marteq.io's insight:

9 Building Blocks of a Killer Demand Generation Marketing Plan | CustomerThink

 

Blocking and tackling of demand gen. Don't skimp on 1-5.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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8 Essential B2B Demand Generation Best Practices for 2018 - Integrate

8 Essential B2B Demand Generation Best Practices for 2018 - Integrate | The MarTech Digest | Scoop.it
1. Centralize Lead Sources & Automate Top-Funnel Processes

2. Adopt More Sophisticated Account-Based Marketing Tactics

3. Focus on Data Quality & Automate Data Governance Efforts

4. Measure and Report Lead Velocity Rate (QLVR)

5. Communicate Frequently with Sales & Customer Service

6. Interface Directly with Clients

7. Co-Create Content and Events with Other Brands

8. Understand & Prepare for Expanding Data Privacy Regulations
CYDigital/marteq.io's insight:

8 Essential B2B Demand Generation Best Practices for 2018 - Integrate

 

I'd fit in there something regarding sales coordination as well as stack integration.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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How to Build Better B2B Demand Generation

How to Build Better B2B Demand Generation | The MarTech Digest | Scoop.it
Here are a few actionable tips to help B2B marketing leaders improve their demand generation strategies for existing clients.

1) Refine your account-based marketing (ABM) strategy. There is no question ABM is redefining B2B marketing. While some B2B marketers are using ABM to better target new business, most are still getting their heads around this B2B marketing trend. Marketers looking for more revenue should ensure they enhance their target account lists with offers for relevant products and services to existing clients.

2) Be smarter with analytics. While many marketing leaders have data and the analytics at their disposal, most aren’t leveraging them effectively. Marketing leaders need to get a better handle on their customer data, targeting key accounts and using better analysis to identify opportunities for growth. For example, marketing leaders need to look for opportunities to cross-sell more products to existing clients or look for upsell opportunities. By mining purchase patterns and content consumption history, marketers can unearth new insights that they can leverage for more business.

3) Better align sales, marketing and technology. Alignment between sales and marketing in B2B organizations can be an elusive goal. One of the biggest challenges for sales and marketing usually centers on lead quality. But, this is where technology can help, if used properly. Thanks to improved demand generation through ABM and multichannel marketing, marketing and sales can better define leads from the beginning – and improve lead quality and sales conversation. Applied to existing clients properly, this can be a path to more revenue thorugh better collaboration between sales professionals and marketers.
CYDigital/marteq.io's insight:

And better alignment comes from consolidating marketing and sales ops into one group that reports into Sales.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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ABM adoption increasing, but demand generation still king | FierceCMO

ABM adoption increasing, but demand generation still king | FierceCMO | The MarTech Digest | Scoop.it
Despite the hype surrounding account-based marketing, most marketers still are using traditional demand generation practices – and most experts agree they won’t forego one for the other. That’s the conclusion of the “ABM Benchmark Survey Report,” from Demand Gen Report and sponsored by Everstring and Domo.

While the technologies behind ABM, including predictive marketing analytics, behavioral advertising, email and web personalization, are becoming more mainstream, 59 percent of those participating in the survey said that they had been doing ABM for less than a year, and 29 percent said they have been doing it for less than six months.

More than a third (36 percent) of those participating in the survey said most of their efforts still are focused on demand generation tactics despite the hype around account-based marketing; 37 percent said their efforts are evenly split between ABM and broader demand generation efforts; and 23 percent said they still are employing demand gen, but that the majority of their effort now is focused on ABM. Just 4 percent said they practice only ABM.
CYDigital/marteq.io's insight:

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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[UPDATED] The SiriusDecisions Demand Unit Waterfall™

[UPDATED] The SiriusDecisions Demand Unit Waterfall™ | The MarTech Digest | Scoop.it
Learn about the newest member of the Demand Waterfall family and how it can help b-to-b companies
drive demand and revenue creation performance optimization throughout their organization.
CYDigital/marteq.io's insight:

Just a quick registration (not a subscription) is required. It's the standard.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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[FREE] A Template for Measuring Demand Marketing Orchestration - Integrate

[FREE] A Template for Measuring Demand Marketing Orchestration - Integrate | The MarTech Digest | Scoop.it
The customer lifecycle doesn’t start with an inquiry, it starts with identifying new targets. Shouldn't your measurement efforts start there too?
CYDigital/marteq.io's insight:

Note: Click through and scroll down a bit for the link to the guide. No reg required.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Demand Marketing Assessment Guide and Orchestration Workbook | Integrate

Demand Marketing Assessment Guide and Orchestration Workbook | Integrate | The MarTech Digest | Scoop.it
The "B2B Demand Marketing Assessment Guide & Orchestration Workbook" provides demand generation professionals with: 

  • An effective tool to assess your current demand marketing efforts and identify needed areas of improvement
  • A comprehensive introduction to demand orchestration, an emerging B2B marketing approach used to coordinate top-of-funnel marketing activities to scale pipeline and boost marketing-attributed revenue 
  • 12 customizable worksheets to guide you through every aspect of demand orchestration
CYDigital/marteq.io's insight:

marketingIO executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more. #MarTech #DigitalMarketing

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Study: 82% Of B2B Marketers Lack Confidence In Their Demand Gen Campaigns - Demand Gen Report

Study: 82% Of B2B Marketers Lack Confidence In Their Demand Gen Campaigns - Demand Gen Report | The MarTech Digest | Scoop.it
B2B marketers are tasked, and expected, to produce higher-quality leads en masse. But new research conducted by Demand Gen Report and sponsored by SnapApp shows that the majority (82%) of B2B marketers are only “somewhat confident” or “not very confident” in the effectiveness of their demand generation campaigns.

CYDigital/marteq.io's insight:

Get a grip!

 

From MarTech 101 to Advanced Techniques, marketingIO has you covered. Contact us. #MarTech #DigitalMarketing

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A Deeper Look Into B2B Demand Generation - Oracle

A Deeper Look Into B2B Demand Generation - Oracle | The MarTech Digest | Scoop.it
We just completed our third annual B2B Enterprise Demand Generation Study, which evaluated the maturity of the demand generation function within enterprise organizations. While the results are showing incremental improvement overall, it is clear that organizations are still looking to master the art and science of demand generation. Here are some of the statistics that jumped out and what they mean for those in B2B marketing:

Only 1 in 5 Organizations Are Highly Effective In Achieving Their Demand Generation Goals

Metrics and Goals Are Not Aligned

Buyer Personas Are Missing the Mark

The Consensus Buying View is Lacking

Increase In Content Production Needs to Stop
CYDigital/marteq.io's insight:

Curated for you by marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Study: B2B Marketers Low On Demand Gen Resources And Budget - Demand Gen Report

Study: B2B Marketers Low On Demand Gen Resources And Budget - Demand Gen Report | The MarTech Digest | Scoop.it
A quarter of enterprise B2B marketers noted that limited resources were their biggest obstacle to meeting their demand gen goals, according to a new study from Annuitas. The demand gen consulting company said marketers also cited lack of budget (18%) and lack of a defined strategy (15%). In addition, more than half of these organizations (57%) have a dedicated demand generation team, but 61% say that this team is run by the corporate marketing or product marketing teams.

Close to two-thirds (65%) utilize buyer personas to plan demand gen program;
Only half (50%) of demand gen marketers are leveraging their KPIs to optimize program performance; and
Roughly a third (32%) of those leveraging KPIs review them monthly, followed by quarterly (21%) and weekly (19%).
CYDigital/marteq.io's insight:

Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Demand Creation? Yeah, We Got That | SiriusDecisions

Demand Creation? Yeah, We Got That | SiriusDecisions | The MarTech Digest | Scoop.it
For those who are not complacent, here are five areas of demand creation research areas that SiriusDecisions is leading that should make your “what’s next” or “future picture” list:

  • A continuously learning prospect database. 
  • An agile program management process. 
  • Programmatic ad buying. 
  • Getting ready for GDPR. By May 25, 2018, all companies doing business in the EU, irrespective of their headquarters location, must comply with the new General Data Protection Regulation (GDPR) and secure an opt-in before being able to establish an ongoing marketing dialogue with a prospect. 
  • Embedded digital. 
CYDigital/marteq.io's insight:

Details (important at that) when you CT.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

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The Ultimate Guide To Demand Generation - Business 2 Community

The Ultimate Guide To Demand Generation - Business 2 Community | The MarTech Digest | Scoop.it
This post is going to look at how B2B marketers can create a comprehensive demand generation strategy. We’ll break down every phase of the demand generation funnel, with an emphasis on optimization and sales creation.

This means specific touch point tactics such as:

  • Lead scoring
  • Display re-targeting
  • Sponsored research
  • Partner webinars
CYDigital/marteq.io's insight:

Doesn't cover all the tactics, but some important ones.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Fix That Mix - SiriusDecisions

Fix That Mix - SiriusDecisions | The MarTech Digest | Scoop.it
We suggest you evaluate your marketing mix as part of your annual planning process and revisit the mix at least quarterly. Here are some suggestions to get that mix just right:

  • Establish the number of inquiries you need at the top of the Demand Waterfall® to meet your revenue objectives. 
  • Determine which tactics will work for your buying audiences. It does not make sense to market to people using tactics that they are not interested in or will not respond to. 
  • Consider your internal capabilities to nurture leads, further qualify them, and engage your prospects. 
  • Don’t starve your Waterfall. 

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

CYDigital/marteq.io's insight:

Especially #1 (and it's much deeper than that).

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6 Fundamentals of B2B Demand Generation Marketing - Kapost Content Marketing Blog

6 Fundamentals of B2B Demand Generation Marketing - Kapost Content Marketing Blog | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

CYDigital/marteq.io's insight:

Especially ditching the funnel. There is no funnel ("there is no spoon.").

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Understanding Demand Generation vs Lead Generation | Marketing Technology

Understanding Demand Generation vs Lead Generation | Marketing Technology | The MarTech Digest | Scoop.it
Understanding Demand Generation vs Lead Generation by Douglas Karr on Marketing Technology
CYDigital/marteq.io's insight:

That's it in a nutshell.

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Lead-to-Revenue Management Is Not Demand Gen On Steroids - Forrester

Lead-to-Revenue Management Is Not Demand Gen On Steroids - Forrester | The MarTech Digest | Scoop.it

marketingIO’s Outsourcing delivers the vetted talent you need under your complete management and control. 

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[FREE] Demand Generation Benchmarks Report - HubSpot

[FREE] Demand Generation Benchmarks Report - HubSpot | The MarTech Digest | Scoop.it
Determining the success of your marketing programs can be challenging if you don’t have access to benchmark data.

Grab this report to get access to data from over 900 other marketers across all industries.

You'll see stats like: 

Funnel benchmarks - including visitors, leads, MQLs and opportunities - for companies having the most success (and those that aren't)
Cost per lead benchmarks by revenue achievement, annual revenue, industry and company size
Email open and clickthrough rates
Marketing investments by tactic


From MarTech 101 to Advanced Techniques, iNeoMarketing has you covered. Contact us.

CYDigital/marteq.io's insight:

Might not be the most statistically significant study, but it works.

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[FREE] 2015 Benchmark Study: What's Working In Demand Generation? - DemandGen Report

[FREE] 2015 Benchmark Study: What's Working In Demand Generation? - DemandGen Report | The MarTech Digest | Scoop.it
More than one third (38%) of B2B marketers expect their demand generation budgets to grow by 20% or more in 2015, and they will invest in a number of tactics to drive results, including persona development, webinars and in-person events. In addition, 36% report that their budgets will increase 1% to 10% in the coming year.
Respondents to the 2015 Demand Gen Report Benchmark Study report that those numbers will closely mirror their overall budgets, with 21% anticipating growth of 20% or more in their total marketing budget.


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CYDigital/marteq.io's insight:

Here's a tidbit: "Nearly one third of B2B marketing executives state that improving their ability to measure and analyze marketing impact is one of their biggest demand generation priorities."


Free and behind a quick reg form.

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2015 Benchmark Study: What's Working In Demand Generation? - Demand Gen Report

2015 Benchmark Study: What's Working In Demand Generation? - Demand Gen Report | The MarTech Digest | Scoop.it
More than one third (38%) of B2B marketers expect their demand generation budgets to grow by 20% or more in 2015, and they will invest in a number of tactics to drive results, including persona development, webinars and in-person events. In addition, 36% report that their budgets will increase 1% to 10% in the coming year.
Respondents to the 2015 Demand Gen Report Benchmark Study report that those numbers will closely mirror their overall budgets, with 21% anticipating growth of 20% or more in their total marketing budget.


Receive a FREE daily summary of The Marketing Technology Alert

CYDigital/marteq.io's insight:

Behind a quick registration form.

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B2B Demand Generation Benchmark | IndustryView 2014 - Software Advice

B2B Demand Generation Benchmark | IndustryView 2014 - Software Advice | The MarTech Digest | Scoop.it

Excerpt...


Key Findings:

  1. Marketers found trade shows, referral marketing and in-house email marketing to be the best channels for generating large numbers of high-quality leads.
  2. Videos were not only the most-used type of content (used by 92 percent); they were most commonly cited as producing a very high volume of leads.
  3. Most B2B marketers (79 percent) use at least 11 different marketing software applications, with 97 percent using email marketing software.

 

 

Receive a FREE daily summary of The Marketing Technology Alert ◄                                                                                            

 

CYDigital/marteq.io's insight:

An excerpt of the report was in a recent Profs scoop, but this is the whole magilla. For comparison purposes. Note the value of retargeting and video!

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Make Your Demand Generation More Effective With These 3 Processes - CMI | #TheMarketingTechAlert

Make Your Demand Generation More Effective With These 3 Processes - CMI | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Digest...


1. Develop a buyer persona (i.e., know your buyer)

  • Gather marketing and sales together
  • Determine buying groups
  • Define information categories
  • Create a matrix
  • Fill in the matrix
  • Validate

2. Define the buying process

  • Gather marketing and sales together
  • Whiteboard an initial buying process draft
  • Support/revise your map with research
  • Confirm

3. Develop a content framework

  • Gather marketing and sales together
  • Create a matrix
  • Fill in the matrix
  • Validate

 

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CYDigital/marteq.io's insight:

Don't go crazy with personas: apply the 80-20 rule to keep yourself limited. And really challenge the definition of the buying process by challenging colleagues.

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Why Your Content Marketing Plan Can't Focus on Both Lead and Demand Generation - CMI | #TheMarketingTechAlert

Why Your Content Marketing Plan Can't Focus on Both Lead and Demand Generation - CMI | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Intermediate/ Digest...


Lead generation: Collecting registration information, often in exchange for content, in order to build a marketing database for email or telemarketing follow up. The direct outcome of lead generation is new contacts available for sales or marketing. Your messaging, promotions, and navigation paths are focused on the content offered and are designed to funnel individuals into a registration page to access the content. Yet, your content, secured behind a registration form, will only be seen by a small percentage of the individuals who view your campaign, respond, or visit your site.

 

Demand generation: The practice of creating demand for an organization’s products or services through marketing. The direct outcome is that your audience is more likely to purchase your products or services. Demand generation focuses on changing or shaping your audience’s perspective in order to create demand for your category or your specific products or services. Of course, your content accomplishes this. However, for content to create sufficient volume of demand for most businesses, it must be broadly distributed. To affect the largest possible share of your audience, barriers to discovering, consuming, and sharing your content must be removed.

 

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CYDigital/marteq.io's insight:

With the advent of CDPs and industry DBs (in spite of CAN-SPAM), the focus is far more on Demand Gen than Lead Gen. The question is: how is your MA setup?

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The State of Demand Generation 2013 - Pardot | #TheMarketingAutomationAlert

The State of Demand Generation 2013 - Pardot | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

How well do you understand your buyers and their purchasing process? We surveyed over 400 B2B marketers to determine just how the purchasing cycle has changed over the past few years, so that you can better engage with and target your buyers. Discover:

  -->  Which demand generation practices best-of-breed companies are using

  -->  Which industry standards are on their way to becoming benchmarks

  -->  What types of content consumers are searching for

  -->  What the future looks like for demand generation best practices

 

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CYDigital/marteq.io's insight:

And another freebie. Basic material to assist the newbie.

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