B2B Marketing

Integrated Marketing Cloud for Better ROI and CX – B2B Marketing Article

With Kay Kienast, Chief Marketing Officer, True Influence. How a Marketing Cloud improves ROI and customer relationships The B2B customer journey can be a winding, complex process that last months. Thankfully, marketers can now turn to an integrated marketing cloud to get a clear picture of how to connect with potential customers through this process with relevant, timely content delivered in the most effective channels. The technology is maturing. The methodologies are in place. The final step in the evolution…

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5 B2B Marketing Best Practices Proven to Drive Results – B2B Marketing Article

There are many elements that influence a successful B2B marketing strategy – your unique industry, target audiences, brand strength, budget and more. Additionally, the landscape is constantly changing due to technological advances, new generations of buyers, and other market forces. For these reasons, there is no one-size fits all solution for B2B marketing success. However, there are certain best practices and tactics that have proven to work. By applying these to your ongoing strategy, you can make the most out of…

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How to Leverage Customer Success Stories – B2B Marketing Article

In the foodservice industry, it can be a tricky for food and beverage producers and equipment manufacturers to know how to leverage customer success stories. Sometimes major foodservice brands have strict limitations on what can be shared publicly, while other times there’s natural sensitivity to appearing to ride on a customer’s coattails. Regardless of the situation, we find there are numerous ways to share your success related to major foodservice brands, while remaining a good, respectful partner to those customers.…

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Personal Branding: What’s More Important – B2B Marketing Article

Before we can answer that, we must define the difference between these two similar but decidedly different adjectives. Personally, I believe the difference between fame and authority is really quite simple. Famous people are known but authoritative people are followed. Tweet This And let me be clear when I say the word followed. I don’t mean following in the social media sense. I mean following in the I pay attention and act based on what you do say or instruct…

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How to Build a Campaign Hierarchy for a Business of Any Size – Marketing Article

“Wow, you built the campaign hierarchy for Salesforce? How did you figure that out? Can I do that for my small and/or medium business?” That’s the reaction I usually get from our small or medium sized business (SMB) customers here at Salesforce, who are astonished about how I was able to build a campaign hierarchy for the entire organization. I’ve spent most of my career in operations, analytics and demand generation functions within marketing. At Salesforce, an organization with 35,000+…

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Unconventional Views on B2B Growth – B2B Marketing Article

Last fall, The B2B Institute (a think tank funded by LinkedIn) published a research report that every B2B marketer should read. The 5 Principles Of Growth In B2B Marketing describes the findings of research conducted by Les Binet and Peter Field, two highly-regarded, UK-based experts on advertising effectiveness. This report is based on an analysis of data contained in the IPA (Institute of Practitioners in Advertising) Databank. The IPA is a trade organization representing the UK advertising industry, and the…

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How to Use ICPs and Buyer Personas for Sophisticated Segmentation – B2B Marketing Article

You created an ideal customer profile — what next? If you’re like most businesses, you’re using ICPs to develop your marketing campaigns.  The issue with this is that your data may be incomplete. Because of this, your campaigns are bound to struggle (or even fail).  Let’s take a look at what you can do to optimize your ABM strategy for better results by using both ICPs and buyer personas to drill down deep into your customer data. Why ICPs Matter…

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The Top 3 Martech Stack Integrations You Should Invest In for Maximum ROI – B2B Marketing Article

Integrated marketing solutions are perhaps the hottest trend for B2B engagement strategies heading into 2020. Just last year, there were about 250 martech mergers and acquisitions in Q1 and Q2 alone, as major players such as Salesforce and Oracle snapped up best-of-breed analytics and marketing management platforms to augment their integrated marketing suites. Other vendors brokered integration deals to tie their data and platforms together to support full visibility into customer behavior and campaign performance. This martech stack integration activity…

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Oops! 5 Common Interactive Content Mistakes to Avoid – B2B Marketing Article

B2B marketers across industries are diving head-first into the interactive content pond. It’s easy to see why: More buyers (a whopping 86%) now prefer it, according to Demand Gen Report research. But it’s not enough to hop on the latest content marketing. Putting together a stellar asset takes time, thought and careful planning; failing to do so can lead to a flat or downright frustrating experience and mediocre results. I say this out of experience.   We’ve been refining our interactive…

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