Published By: Marketo
Published Date: Mar 13, 2014
Lead generation has become an important strategy for modern marketers, as they strive to create demand and get their messages heard by increasingly sophisticated, multi-channel buyers. In today’s complex world, marketers should use lead generation to build brand awareness, nurture prospects and customers, qualify leads, and ultimately generate measurable revenue.
In this comprehensive, 160 page guide, we cover topics ranging from content marketing and website SEO to telesales and content syndication — all through the lens of lead generation. Packed full of checklists, charts, and thought leadership from the leading experts in marketing today, The Definitive Guide to Lead Generation will teach you how to collect information from prospects across every channel, and deliver the highest quality leads to your sales team.
Published By: Marketo
Published Date: May 06, 2014
Curious about how B2B enterprise content marketing has changed in the last year, or how enterprise marketers differ from their peers overall? This report from Content Marketing Institute, MarketingProfs, and Marketo covers tactics, strategies, challenges, budgets, and tools of enterprise B2B marketers in North America.
As a marketing leader, you have to step up and take charge for changing the way your company thinks about its most important asset – its relationship with its prospects and customers. Answer the call – become a B2B Marketing change agent today.
Today’s B2B buyers are on the hunt for information. Your job as a marketer is to provide them with the content they are looking for - but first you have to know who they are and what they need to know. Get to know your buyers better by building composite profiles that describe their pain points, motivations, definitions of success, preferred communication channels, and more.
Everything you need to know now to be successful in today’s buyer-driven market - from selecting the right marketing automation platform and developing customer-centric content, to identifying and reporting on the right metrics to demonstrate and predict marketing’s impact on sales and revenue.
Storytelling has long been a staple of good brand marketing. But the concept has taken on more urgency in the digital space, where brands now have the power to engage directly with their customers through web and mobile channels.
The mandate for more sophisticated brand content has introduced a new set of challenges for online retailers—namely, how to integrate traditionally separate marketing and commerce operations to deliver a unified experience to shoppers.
Content is king. But as the line between publishers and brands are blurring, all brands are finding themselves in both the content and the commerce games. And customers expect this.
As Alexis Maybank, founder of Gilt Groupe described it, “If I go into a restoration hardware store, for instance, I understand they’re selling that product, but I’m not just interested in seeing rows of lamps on shelves. I want to be shown how to set up a room and create a look. That’s what I’m craving: the ability to see a product, understand how to use it, and be given the tips and tools to imagine how that might change my interior.”
Consumers are very savvy today, and being able to attract and build a relationship with the consumer is key to brand success.This eBook will help you understand how to think like a publisher and turn your commerce site into a content machine.
The Issue: The Content and Commerce Divide
Commerce and digital marketing teams tell a familiar story. The commerce team launches an online store on a commerce platform. Commerce and IT focus on the platform and evolve it as the online business grows—focusing on basics such as PCI compliance and product information and expand-ing to more complex integrations. Now they want to add content, such as reviews and engaging media, that will inform and guide shoppers.
Meanwhile, the digital marketing team regards the online store as a missed branding and engagement opportunity and tries to jump in and contribute only to find that the system can’t meet their needs. So marketing goes outside to a digital agency, pays for a separate microsite, and takes their creative production needs elsewhere. And thus a classic divide is formed.
Download the Forrester Report to learn the impact of integrated and personalized commerce experiences.
Du willst eine Strategie entwickeln, die Engagement fördert und deine Marke in den sozialen Medien aufbaut? Dieses Handbuch unterstützt dich dabei, eine Strategie zu erstellen, die den gesamten Lebenszyklus deiner Inhalte abdeckt – von der Planung und Ideensuche bis hin zur Erfolgsmessung und Optimierung. Lade das Handbuch jetzt herunter.
Published By: Mintigo
Published Date: Sep 05, 2018
Creating a data-driven, intelligent sales and marketing system is both today’s challenge and tomorrow’s imperative. Marketers can no longer live by “I think, I feel” and sales can no longer manage by “gut instinct.”
Data is the new power currency in sales and marketing, and this is especially true if you want to succeed in an account-based marketing approach. Begin with the end in mind, use data and predictive intelligence to discover and target accounts and decision makers, create targeted content, select channels, deliver an omni-channel experience and measure results.
This ebook will cover seven steps that every account-based marketer and seller should follow to create a successful process for ABM.
Published By: ReadyTalk
Published Date: Sep 19, 2014
59% of marketers are using webinars in their B2B content marketing strategy. While they require a significant level of effort to produce,
webinars can provide a great return on investment. Fill your content pipeline by repurposing webinar assets into other pieces of content and extending the topic into other formats. Here are 19 pieces of content that can be created from every webinar.
Multi-channel or cross-channel marketing: which is better? The differences seem subtle on the surface, but the results are vastly different. Neolane's new white paper, titled, Multi-channel Marketing Hits the Wall,describes the perils of over-reliance on simplistic multi-channel campaigns, explains how to build the foundation for true cross-channel marketing, and includes real-world examples of organizations that made the transition.
This study reveals astounding results about the strategic value of closed-loop marketing. Top performing organizations are improving message relevancy, conversion, and Return on Marketing Investments (ROMI) with closed-loop marketing practices and processes. Learn what the best-in-class steps are required in achieving closed-loop marketing success.
EMI Music is one of the top global recorded music companies and represents artists spanning all musical tastes and genres including Lily Allen, Coldplay, and Pink Floyd. No longer able to rely on mass marketing to drive in-store sales, EMI Music had to figure out who, exactly, was downloading its artists' music, and how to maximize communications with those consumers to strengthen relationships and drive more revenue. EMI Music opted for enterprise marketing software from Neolane that would help the company better capture consumer information from multiple sources and integrate its disparate CRM and customer analytics applications.
The Hager Group is a $1.5-billion electronics manufacturer. With a distributed global workforce of more than 10,000 employees, Hager has 40 sales subsidiaries and 25 industrial sites worldwide. Today, with a centralized marketing database and software, Hager can ensure data quality and deliver personalized, targeted communications according to customer and prospect profiles and behavior. This program allows Hager to capture 1,000 new prospects each month, and achieve a 10 percent conversion rate - resulting in an incremental revenue increase of $42 million per year.
Accor is one of the world's largest travel, tourism and corporate services companies. With over 4,000 hotels worldwide, Accor Hotels covers all segments from economy to upscale. Sofitel, Novotel and Motel 6 are just a few of Accor's hotel brands. Accor's online relationship marketing strategy aims to convert prospects into customers and build customer value through increasing the depth of relationships and growing revenues from repeat bookings, cross-sales, up-sales and referrals.
The late 1990s marked AXA Bank’s foray into email marketing. For the first phase of this project, AXA Bank management decided to use a bulk email tool to push Web content to customers. However, this tool rapidly showed its limitations in terms of scalability and functionality. No personalization, tracking or reporting functionality was available, and many operations (such as list management) had to be performed outside the tool, by hand. Marketing teams also required constant IT support, especially as email volumes increased. By 2002, ready for a more sophisticated approach, the bank sought to personalize and expand its online marketing to improve effectiveness.
It’s no longer enough to think of consumers as online vs. in-store. The mobile shopper is neither and both of these, becoming the norm rather than the exception. “7 Ways the Mobile Consumer Changes Everything” reveals new research.
Thanks to social, consumers are more vocal than ever and their opinions are influencing the purchase decisions of consumers all across the web. Learn how to turn social data into strategic business advantage with nine guiding insights to improve your bottom line today.
Consumers discuss your brand on Facebook, Twitter, and Instagram. Learn how to harness this wealth of social media content, and display it right where it can go to work delivering engagement, trust, and conversion: your website.