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

4 easy ways to get your business' marketing out of the Dark Ages

Some business leaders are hesitant to embrace digital marketing, believing it to be a complex and costly exercise that requires a complete overhaul of traditional processes. But this doesn’t have to be the case. You can effectively modernise your marketing with a few tweaks here and there. The key is to develop complimentary tactics that enhance your existing strategies and improve the way your business relates to consumers.

Topics: B2B marketing strategy marketing strategy digital marketing email marketing b2b digital marketing

The rise and rise of marketing automation: The death of ad-hoc

Ad-hoc marketing is great if you need to fill a gap in your marketing timeline but let’s be clear, ad-hoc marketing is not a lead generation model which will drive business results or success, rather the opposite.

Topics: Lead Scoring Inbound Marketing lead generation content marketing social media strategy lead nurturing marketing automation marketing strategy HubSpot marketing automation

The Science of Marketing: Why Measured Marketing is No Longer Enough

Topics: strategy marketing automation marketing strategy scientific marketing

The Three Main Challenges To Effective B2B Lead Generation

Lead generation is a key role of B2B marketing in today’s increasingly competitive business environment. Of course, in such an environment, the race to generate leads is always on, and marketing is always faced with challenges in generating the right amount of high quality leads.

Topics: lead generation b2b lead generation B2B marketing strategy B2B lead generation strategies marketing strategy buyer's journey

The Key to B2B Businesses Growth: Understanding Your Buyers Journey

Topics: marketers business owners b2b marketing plan buyer behaviour marketing strategy

5 Common Marketing Fails That Stop B2B Business Growth

Growth – the goal every business sets out to achieve. Marketing has been one of the key components of every business’ growth plans and strategies for as long as we’ve known. A good marketing plan and disciplined execution have been proven to help a business achieve its growth objectives. However, not many businesses have got marketing down pat. Here we identify the 5 marketing mistakes commonly made by business that hinders growth:

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

Why business leaders must shift budgets from sales to marketing

The simple answer to this question is because the way your customers are buying is changing.

Topics: marketers b2b lead generation business owners marketing roi marketing automation marketing strategy marketing plan

Why marketers are now your best salespeople

I know I'm beginning to sound like a broken record: But the research we read from many marketing research firms such as Forrester, Gartner and IDC tells the same story over and over again.

Topics: marketers business owners marketing automation B2B lead generation strategies marketing 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