How to b2b marketing strategies,video marketing strategy pdf books,why use youtube for marketing - Review

17.09.2014
It has always been Sales that is responsible for the revenue, measuring how leads move from one stage to the other, with the ‘Funnel’ as the foundation.
We start with the traditional Sales Funnel, which is basic and is focussed on showing the transformation of leads to customers. Today, a website plays a significant role in the overall marketing plan; in fact, for many companies, it is also a transaction platform. The Website Sales Funnels are different from the other funnels in this list, because they measure the activities performed by the visitor on the site before they are even considered a Lead. In all of this, I would like to highlight, one factor that stands out, it is the absence of marketing influence.
Here is where Marketing Automation players are coming in and positioning their product as either a funnel builder or as a means of becoming a part of business revenue as opposed to the business cost. At the very beginning of the funnel, marketing plays a vital role in Lead generation, by creating awareness for a product or service and bringing a Lead to the site. Most of these leads, though live, are not active and sale ready and hence they need to be nurtured. Why the marketing funnel is important is that it clearly defines marketing’s role in the revenue generation process, it shows how involved marketing is in the sales process and how integral it is to the process of converting Leads to customers.
Marketing until now has always been considered as a cost center, however the entry of Marketing Automation platforms has ensured, companies are able to measure the ROI for their marketing activities and marketing stakes a claim as part of the revenue. IN THIS BLOGWe share our collective wisdom - based on many years of experience and insight - about marketing automation, sales processes, and lead management. Speaking at both a B2B Marketing and a Public Relations conference in the space of a week has yielded some insightful discussions.
With my involvement in the B2B marketing space, I get to talk to a lot of marketing and PR professionals about marketing and communications programs. In the B2B technology world, traditional digital marketing tends to focus directly on the customer as defined by sales. Creating a mix of content assets that describe a tech company’s products and services is not content marketing in the way that we practice it today.
Content Marketing is an approach and commitment by a brand to understand the specific needs of a target audience segment and to plan, create and promote content that addresses those needs.
What many B2B companies are doing with their marketing and content is to execute tactics – create a blog, videos, microsite, articles, and other content without necessarily connecting those tactics to an overarching business goal (outside of hoping for leads). When is it the right time for a B2B technology company to commit to a content marketing strategy?
Guided by a strategy that answers why, for who and to what end, tech companies can plan and implement content programs accountable to how buyers discover, consume and act on information that will lead to engagement and sales – even advocacy. For example, a white paper authored with an industry analyst for the B2B company can be joined by an eBook c0-created with customers and influencers that serves as a resource for the industry.
Informing buyers and constituents about your technology solutions isn’t enough to be competitive in the B2B space.
What I love about working with tech companies in the B2B space is that they often have great products, an impressive roster of customers and important insights about those customers.
Creating such a strategy and introducing creative ideas from other industries and engagements is exactly what I find so compelling. Welcome to the Marketo Blog!Be sure to sign up to receive updates on the latest trends, best practices, and strategies to turn your marketing into revenue. The focus of this blog is to discuss new ways of thinking about B2B marketing, from best practices in lead acquisition and nurturing to marketing accountability to community-based marketing. Of course, there are many other forces driving the transformation of marketing today, including the changing role of the marketing organization and new marketing automation technologies. When I started this blog fourteen months ago, I was unemployed and very motivated to cure that condition. This graphic, courtesy of Marketo, depicts the journey that companies must make to become digital natives, thriving by using all the new tools and channels at their disposal. My new employer, Vantiv, is making the digital journey, and I’m happily leading the charge.
Ironically, the most difficult part of this journey has been getting the support of non-digital-natives. Lorena Harris is a top-tier MBA with 20 years of marketing and business development experience for leading B2B service providers. Add Your Comment (All comments are reviewed by moderator, no spam permitted!) Click here to cancel reply. Progressive companies are now using predictive analytics to deliver an optimal service experience before a customer calls to complain or responds to a survey. Share this postWe are back again with the annual State of Marketing Singapore Industry Report 2011. More Enterprise-level companies responded and 42% had marketing-specific roles with 24% being from upper management and C-level executives, making the survey findings generally reflective of the companies’ marketing outlook and strategic direction.


A majority reported an increase in their marketing budgets, with 66% revealing specific rise in their budgets for social media and interactive digital media marketing.
While most companies are using social media for brand and product awareness, customer engagement and lead generation are getting popular among companies.
More respondents manage social media efforts in-house, though a significant minority continue to outsource aspects of their social media marketing.
This ‘Funnel Diagram’ over time, has been recreated and modified in different forms to enable a better understanding of the conversion process. It is a measure of investment versus return, but it also defines the stages and processes involved in this journey of effort converting to results. This funnel is focused on the customer and his progression from someone interested in a product to someone who uses and promotes the product.  It highlights the different stages of a Lead’s journey and how a company can provide the right information and motivation to the potential customers to move onto the next stage of the purchase cycle. This funnel focuses on how prospects behave in the different stages of the buying cycle and how you can create demand for a product during these stages. It is no surprise that we have a Website Funnel that shows how online visits transform to customers and the different stages of this process. Source of the visitors, their level of engagement with the content on the site, their reaction to different calls to action on the site and their interaction with the company – via form fill or request form before the sale is made, are all qualifiers which decide if a Lead is worthy of entering the Sales Funnel. But, that is changing with advent of marketing automation; increasingly marketers are looking at the funnel and either thinking of ‘How I can actively participate in it, or how I can have my own funnel’. Once on the site, the Marketing Automation platforms capture the Lead info and help with the prospect list building process. This is where marketing initiated drip campaigns ensure that the lead stays engaged.  Marketing collaterals like Whitepapers, Research Papers, Case Studies etc.
Investments are made in advertising and editorial in the appropriate publications, speaking and sponsoring at the right events and creating a mix of owned media such as white papers, case studies and reports in the hopes that a C-level executive will find, read and be inspired by them. Content Marketing programs reaches, engages and inspires buyers as well as those that influencer buyers. Not only are thought leadership objectives served with such an eBook, but so are customer acquisition and advocacy as the eBook is customized for specific customer segments and repurposed across channels from social networks to email to paid search ads. With co-created content marketing, not only do you create a higher quality content asset that participants are inspired to help promote, but you create an experience for the customers, influencers and prospects involved with it. Humanization of B2B content is essential to differentiate and create more relevant and meaningful experiences. More often than not, they also need someone with a strategic perspective that can pull all those important ingredients together to create content marketing strategy. As B2B companies undergo their planning for 2015, I hope posts like this one provide some perspective on the role that a content marketing strategy can play in the marketing mix for next year and beyond. We respect your privacy.NameThis field is for validation purposes and should be left unchanged. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing. Buyers (especially the young and tech-savvy) are harder than ever to reach using traditional channels and media outlets.
New channels (like PPC search engine marketing) have raised expectations for marketing accountability.
Buyers are in control of what information they want and their attention is a valuable, scare commodity.
In a world where we can no longer push our message TO the marketplace, marketing need to finds ways to communicate WITH the marketplace. Because many of the new marketing channels are measurable and targetable, marketing is rapidly shifting towards science and away from art. Certain parts of the marketing budget are already very accountable – most notably pay-per-click advertising.
He is the author of multiple Definitive Guides including Marketing Automation, Engaging Email Marketing, and Marketing Metrics & Analytics.
When you subscribe to our email updates, you understand and agree that Marketo will send you email invites and updates, ranging from events, webinars, new content, and more, based on your settings. I had been offered an involuntary sabbatical from my corporate marketing career, and decided to use the time to remake myself into a digital native.
There are many people in all parts of every company who have not had the time or inclination to learn what it’s all about. Her expertise is in designing customer experience Thought Leadership programs for brand building and demand generation.
Join this Mastery Webinar for leading-edge thinking and examples of "predictive customer service," including how signals from the Internet of Things can predict service failures and enable the organization to be proactive. Held May 17-19 in Denver, Colorado, this event will feature powerful keynote addresses, engaging workshops, and valuable networking all aimed at driving business success through customer insights and intelligence.
SCORE 2016 will feature powerful keynote addresses, engaging workshops, and valuable networking all aimed at driving business success through customer insights and intelligence.


We look at the state of marketing in Singapore today and how marketing strategies and tactics have changed since the survey done in 2010.
Social media has obtained a much higher level of importance in companies’ marketing strategies and many are also exploring other uses of social media, such as lead nurturing and thought leadership.
The Sales Funnel signifies how the funnel entry, where large volumes of leads enter the system, becomes narrower with the passage of time. Since the funnel also looks at after sale behavior, it helps companies to plan in advance their strategies for retaining customers and converting them into advocates. The number of people who are aware of the product is significantly high, while the final number that actually makes a purchasing decision is insignificantly small.
The editorial plans that drive a strategic approach to content marketing include specific goals right along with the ability to adjust and optimize program performance. This type of approach is entirely transferrable to B2B companies that engage in industry events. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing.
And they’ll let you know by finding ways to screen out, throw out, and tune out your unwanted marketing messages. At the same time, new technologies (especially broadband and mobile) combined with social computing have created a “Cambrian explosion” in experimentation with media and marketing channels. The best way to do this to enable and nurture open source style communities of customers, prospects, partners, and other influencers.
Forrester Research aptly calls the rise of analytics over creativity in marketing “Left Brain Marketing”. As testing becomes predominant and budget shifts towards measurable channels, CMOs will be able to measure the bottom-line impact of every marketing activity. In 2010, The CMO Institute named Jon a Top 10 CMO for companies under $250 million revenue. During twenty years climbing the marketing ladder in increasingly larger B2B services companies, I had seen the landscape begin to shift from traditional to digital channels. So you’ll have actual numbers to prove to skeptical management that marketing is valuable. Now we can track a customer from first contact (first search and first visit) all the way though the sales process to sales, up-sells and cross-sells.
Attendees will also receive two special reports focused on research and best practices for CX leadership. However, even with the increasing trend of adopting social media marketing, traditional marketing and SEM is still very relevant today.
Those Leads which show an interest in buying from the company are sent proposals and quotes and if the offerings meet their needs, the prospects, who have so far traversed the funnel, become the new customers for the company. This      fragmentation diminishes the effectiveness of traditional marketing channels while simultaneously creating opportunities to reach customers in new ways.
This is why search engine marketing is so powerful the customer is attentively seeking information. In other words, join the conversations that customers are already having, online and offline. New marketing skills will include segmentation and targeting, testing and optimization, and quantitative planning and measurement.
Aided by tools to aid with marketing planning, measurement and execution, they will also be able to quantify the impact of changes to their budget and to predict pipeline and revenue as well as sales can.
Jon holds a bachelor’s degree in physics from Harvard College and has an MBA from the Stanford Graduate School of Business. My experience producing successful sales tools, print campaigns, and events was starting to matter far less than my knowledge of web development, online campaigns, social media and digital marketing.
My digital journey provided not just a new set of tools, but a new way of thinking about B2B marketing. We can see what they are interested in and nurture that interest with customized communications.
We can follow them across all channels, communicating with (and tracking their response to) emails, webinar invites, blogs, social media posts, and even traditional channels. Now Marketing can push warm, qualified leads through the pipeline for Sales to close with better than 70% success rate.



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