"The Growth Blog" - A resource for B2B Business leaders & marketers

Email Nurture Campaign Strategy for B2B Marketing Made Simple

Great, you've got a list of contacts. Now what? Send them a generic promotional email and hope for the best? Good luck with that. In B2B marketing, the fact of the matter is, if you don't email your leads something suited to where they are at in the buyers cycle, specific to their business problems, they won't be interested. So how do you know where they are in the buyers cycle and what to say to them in order to generate some significant sales? I'm about to reveal!

Topics: marketers buyer personas lead nurturing email nurturing campaign strategy

5 Reasons Your B2B Marketing Strategy Didn't Work in 2013

It’s time to reflect on the past 12 months to figure out how your business can improve in 2014.

Topics: marketers b2b marketing business owners B2B marketing strategy campaign strategy

How good agencies should help transform your revenue generation

When you think about your marketing partners, do you think to yourself, "I really need a firm that can transform my business." (As a business owner or leader its possible you dont even speak with your marketing partners at all!)

Topics: lead generation marketers business owners B2B lead generation strategies campaign strategy

How To Market For the Top Four B2B Business Growth Strategies

Topics: marketers business owners marketing roi campaign strategy marketing strategy marketing plan

5 Key Indicators of a High Performance B2B Marketing Strategy

b2b measure marketing ROIMany b-to-b CMOs find themselves in a tricky position. The evolution of the buyer’s journey means that many CMOs and their teams are taking on an expanded scope of responsibilities to reach empowered buyers who are conducting their own research before talking to sales. At the same time, marketing is still struggling to prove its value in many organizations, which typically focus on sales and product management.

As Jay Gaines, vice president and group director at SiriusDecisions, explained in a recent webcast, the only solution for CMOs is to lead a high-performance marketing function. Here’s our earlier post describing Jay’s take on what high-performance marketing isn’t.

Now, the top five characteristics of true high-performance marketing:

Marketing is competent. “Marketing teams cannot expect to drive positive change in the organization unless they are competent in the areas where they are most needed,” Jay said. It’s important to consider both skills and processes. For example, many marketing leaders are too heavily focused on creating strong alignment with sales in the end-to-end lead management process before marketing is able to deliver real leads. Asking sales to start following up on all leads delivered by marketing (or mandating follow-up via a service-level agreement) is a huge mistake if marketing isn’t ready to create and deliver the correct quality of leads.

Marketing is credible. Most CMOs know that both metrics and key performance indicators (KPIs) are vital. But is each being used for its intended purpose? Jay encouraged marketing leaders to emphasize KPIs, which indicate the health of the business. Metrics can diagnose causes and project likely trends, but they do not clearly communicate progress toward strategic goals. Also, CMOs must pick their battles wisely. Often, attempting to take too much credit in areas like lead attribution from events results in skepticism about any business contribution that marketing reports.

Marketing is accountableEarlier this year, Jay called on CMOs to draw inspiration from our Summit keynote speaker, Gen. Stanley McChrystal, and “share the terror”. The acceptance of risk and responsibility for actual revenue numbers – a burden that has increased for CMOs in the era of empowered buyers – is a core requirement of high-performance marketing.

Marketing is strategic. To be considered an equal to other senior-level executives, CMOs must act decisively rather than reactively, and use insights and facts to champion their plans. “Don’t ask sales what they need for more leads,” Jay said. “Say you’ve given thought to lead generation and have ideas for how to balance quality and quantity.”

Marketing is integrated. Product management and sales benefit from strong inherent integration with one another. Marketing is not so lucky. “That will always be the case unless marketing is driving better integration and alignment across product management and development, marketing and sales,” Jay warned. CMOs and their teams must also build integration on another front: bridging gaps between offerings and customers.

- See more at: http://www.siriusdecisions.com/blog/the-top-five-characteristics-of-high-performance-marketing/#sthash.jU04jjih.dpuf

Marketing. The colouring in department or an integral function in achieving your business and revenue goals?

Topics: marketers b2b marketing campaign strategy marketing strategy marketing plan

Content Marketing Trends for 2014

The latest report on the state of B2B content marketing and the predicted trends for 2014 has just been released by the Content Marketing Institute and Marketing Profs. The next few blogs we release will deal with these important findings and their influence on the future of B2B marketing. We will deliver some insight on what all this data means, and how you can increase the effectiveness of your B2B Marketing.

 

Topics: content marketing content strategy marketers b2b marketing content distribution business owners content creation campaign strategy

How NOT to be Agile for B2B Marketers

Topics: marketers b2b marketing campaign strategy agile marketing

4 Common Lead Nurturing Mistakes B2B Marketers Make

Topics: lead generation marketers b2b marketing content distribution personalised marketing lead nurturing lead conversion campaign strategy

Lead Generation Via Video Content: A B2B Marketer's Guide

If you try to sweep video under the rug, dismissing it as a passing fad that doesn't apply to you because "we're B2B, not B2C", then you're in danger of missing the boat.

Topics: lead generation marketers b2b marketing content distribution campaign strategy video

Marketing Automation Must-Haves for B2B Marketers: An infographic

More and more organisations are reaping the rewards of an investment in marketing automation technology.

Topics: b2b marketing marketing automation sales and marketing alignment lead conversion campaign strategy infographic website marketing