b2b marketing roi benchmarks

Demand Gen: Quality Over Quantity – B2B Marketing Article

This is an excellent strategy that all content marketers should be using — and using more often. With today’s marketing automation platforms, it’s easy to send half  your audience one message and half another and then measure the results. But be careful that you don’t confound your variables. Always make sure you’re testing one variable at a time. It seems obvious, but it’s often ignored. If you send two entirely different emails, for instance, and one performs better than the…

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How Visitor Analytics Can Up Your B2B Marketing Game (With 3 Case Studies) – B2B Marketing Article

For marketers today, website analytics make up a significant portion of how they measure and report on website and other campaign performance. Those traditional web analytics—such as the kind Google Analytics and similar tools offer—can tell you a lot about the numbers behind a website: how many people visited this page, how long they stayed, where they came from, and more. But they can’t tell you much about the visitors to that website, including: What company are they coming from…

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Accelerating the Revenue Engine | Ledger Bennett – B2B Marketing Article

Having built the foundation for a successful revenue engine, what happens next? By this time you should have a clear revenue objective that’s been widely communicated.  Existing silos between marketing, sales and customer teams should be in the process of being removed and gaps in the funnel and opportunities for automation from technology should have been identified and implemented. But how do you go about accelerating the revenue engine? Rapidly increasing top line profitability is becoming ever more challenging.  Simply…

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Where Should Your Agency Focus Your New Biz Efforts In 2020? – B2B Marketing Article

This week RSW/US released its New Year Outlook 2020 Survey Report and based on the content, I think smaller, independent and/or specialist agencies will need to step up their biz dev game and learn to Sell Greatly this year or get left behind. Let’s talk about why. Clients Plan To Shrink Their Agency Rosters Charts from RSW/US New Year Outlook 2020 Survey Report According to the RSW/US report, companies that used to carry 5-6 agencies or more are finding it…

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Teams and skills required to build a content marketing framework – B2B Marketing Article

Building an online community with the help of your content is a great strategy and it’s one that absolutely works! But there are various things to consider in making the most of your content – at the most basic level you need to PLAN and know what to do with it. Sounds simple right, but often content can become your master without you even realising it has taken control! This blog will help you take back and keep control with…

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How Tiffany Beddow Optimizes the ON24 Customer Experience, From Acquisition to Advocacy – B2B Marketing Article

Cross-functional collaboration is critical to the success of an advocacy program. But getting there? “I won’t lie and say it’s easy,” says Tiffany Beddow, Director of Customer Marketing at ON24. Wrangling everyone within your company to help guide your customers’ advocacy journey—from marketing to product to customer success and sales—can be a complex process. But over her five-plus years in the field, Tiffany has transformed from an advocacy novice to a seasoned professional and developed a number of strategies along…

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The travel marketer’s digital toolkit – B2B Marketing Article

As consumer tech trends change how they interact with the world, travel marketers are having to change in turn. John Speers, head of strategy and performance at Kemosabe, argues that’s opening many more opportunities for brands than ever before. Travel is digital. We inspire, search, plan and book on digital channels and platforms, so it’s hardly surprising that the majority of marketing expenditure for travel brands is digitally oriented. But in a world where everything is digital, what are the…

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