Avoid the temptation is to see this deal as validation of only B2B marketing automation.
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As a B2B marketing professional, it would be easy to lament this apparent second-class status.
B2B marketing has traditionally been heavy on crafting content targeted to a specific audience.
In addition, Jean has identified several populations for B2B marketing such as pizza delivery personnel and UPS delivery professionals.
This blog is all about exploring the myriad of innovations in B2B marketing.
In contrast, B2B marketing has long emphasized the nuts-and-bolts, behind-the-scenes work of marketing (the latter three items in my list).
B2B marketing has always done what people say marketing today must do.
But these days, successful B2B marketing requires a different, multi-dimensional approach.
Content marketing is the new black of B2B marketing campaigns.
Because when I talk with my colleagues and read B2B blogs and editorials, I find that all too often, B2B marketing is still equated almost exclusively with lead generation.
There is still and will continue to be quite a bit that B2B marketing functions do that is valuable, but still really difficult to measure in an attributable, CFO-acceptable way.
Here's a simple scenario: If a company uses JigSaw, a crowd-sourced contact database, to get contact data about prospects, it then can transfer that data to Marketo, a B2B marketing automation vendor, which will send out offers to view content.
And while there are plenty of studies for and against the value of social media in B2B marketing in general and manufacturing specifically, it is unequivocal that how customers choose to learn is changing quickly for even the most marketing-driven companies.
The new report, B2B Content Marketing: 2010 Benchmarks, Budgets and Trends, represents the largest, most comprehensive survey about content marketing in the B2B space to date.
New cooperation with sales: In most companies, especially B2B, marketing and sales share the customer management process.
The best way to understand and properly frame the B2B vs B2C marketing conversation is through the lens of the major accountabilities marketing organizations have.
Whether we focus on B2B or consumer marketing, work in a global network or a social media start-up, our very detailed plans tell us who our customers are and what they want.
My colleagues here at CEB, Matt Dixon and Brent Adamson, have written extensively about commercial insight in a book that has taken the B2B sales and marketing community by storm: The Challenger Sale: Taking Control of the Customer Conversation.
More B2B marketers will adopt marketing automation as a core competency, especially lead scoring and nurturing.
That statistic comes from comprehensive research on B2B buying and content marketing that we here at CEB have just completed.
Their rapid embrace of the Internet and social media enabled them to buy on their own terms, circumventing the effort of B2B marketers to push marketing at them.
While marketing claims to understand the actions and motivations of buyers in each stage, in reality B2B marketers and tools like lead management and marketing automation focus on the solution evaluation and validation stages.
As expected, employing social media as a critical marketing technique is growing among B2B companies, but half of respondents in a newly released survey did not have a basic understanding of what their target markets were and who they could sell to.
This unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008.
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Working with Omnicom agency BBDO, New York, Motorola Solutions will tap trade- and b2b-focused print, online and direct marketing to get its message out.
Despite this enthusiasm however, B2B marketers still face significant hurdles related to content marketing.
Less than 5% of our B2B members are in a position to track true marketing ROI.
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