Does event marketing work? More than nine out of ten marketers believe that in-person events help them achieve their business goals. With pandemic safety measures having normalized virtual events, hosting and attending events has become more convenient and affordable than ever. Getting together like human beings to socialize and learn from each other — even in digital spaces — is a big part of what makes event marketing worth the effort. The most successful event marketers realize that what’s even...
There's a good chance you spent more time consuming video content in the last two years than ever before — and you’re hardly alone. Video marketing is having a real moment in the sun in 2021, with viewership of B2B webinars and similar online events increasing by ten percentage points over last year. For B2B sellers, webinars can be particularly effective, especially at the top of the sales funnel (TOFU), where participating in a webinar can entice 62% of buyers...
In a recent Gartner survey, nearly 60% of business leaders admitted that lead generation is their biggest challenge. Finding quality leads remains to be particularly challenging for many B2B marketers. With the digital space littered with tailored content that consumers barely have to struggle to find, and rife content syndication, B2B marketers find it hard to make their content generate quality leads. However, being challenging doesn't make lead generation any less important to the success of B2B companies. The right...
Ask any leader of an enterprise-level company what's most important, and you'll probably get the same answer: it's the customers – without whom there are no sales, no revenue, and no business. Yet, many enterprise companies struggle to understand their customers and their concerns. They have issues communicating through the channels their customers are most interested in and delivering marketing content that moves the needle. Without the right tools to gather knowledge about your customers and leverage it appropriately, it's...
Debates about information gathering and privacy on the web may be far from over, but let's face it. The big data genie is out of the bottle, and he's not going back in anytime soon. Buyers have come to expect and appreciate marketing approaches that recognize them as unique individuals. That's especially true in B2B contexts, where long sales cycles and highly deliberative purchasing processes are the norm. In fact, personalized calls to action are more than 200% more effective...
Digital marketing is a multi-channel affair these days. Still, the point of engaging audiences across the far reaches of cyberspace is to shepherd them to where leads convert: your company website. It's the one environment where you have total control of the content, layout, and aesthetics that your audience will experience. There's no better place to show off exactly what you're all about and what you can deliver for your customers. However, trying to turn the website of your dreams...
There's no question that Account-Based Marketing has brought together sales and marketing programs. Account-Based Marketing (ABM) offers the personalization your customers need. Last week, we spoke with CATO Networks, a cloud-based security and network program, about their growth with ABM. Founded about five years ago, CATO has already acquired over 800 enterprise customers in 100 countries and has over 200,000 mobile users. Marketers Can’t Control the World. Unfortunately. Different people consume content in different ways. After tracking customer journeys for...
Marketing is like a transportation system. Sometimes, you need a bullet train from the hinterlands to bring in the sightseers from far and wide. Other times you need a taxi driver who knows the best routes and can take your leads exactly where they need to go. If traditional marketing campaigns designed to attract ideal customers are your high-speed rail system, what's the equivalent of the expert, street-savvy driver? For many businesses, the answer is account-based marketing. The idea behind...
Who's the most interesting person in the room? It's only human nature to suspect, deep down, that maybe it's us. People love to feel like kind of a big deal. That's why, for all the talk about nosy algorithms following us around the internet, personalization marketing works. Advances in technology and data analytics have allowed for tremendous growth and evolution in personalization marketing. It's also proven to engage buyers and provide a solid ROI. For example, Exceed.ai has found that...
For most B2B companies, effectively reinventing the wheel to execute a new, more engaging marketing plan can be a real challenge. When engagement is low, it can create tension between the sales and marketing teams – and leave talented B2B marketers wondering what went wrong. Today, 9 out of 10 B2B marketers consider ABM (Account Based Marketing) to be an effective solution to this problem. An effective ABM strategy integrates analytics and key marketing insights to help you understand where...
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