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You’ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. As we reach the end of the current year, our eyes turn to the New Year and contemplate what it might bring. Nadim Hossain of BrightFunnel anticipates that lead scoring—the science of “What are your best bets?”—will give way to models that can deliver even more intelligence to the sales process. Many predictive analytics tools are currently being developed that will be available both as stand-alone and integrations into popular CRM platforms. Craig Harris of HG Data anticipates “more and more toolsets that enable large and even small companies to build these predictive models themselves.
This year, we have seen an even more dramatic shift in the marketing department’s increased role in both sales and IT processes. To this point, Nadim Hossain said, “Business-to-business marketers are ultimately going to be much more data-driven than even business-to-consumer. What this shift brings us to is an evolution of what the marketing department even looks like, who is hired and what they do.
One issue that organizations have been facing (that is possibly going to get worse before it gets better) is being able to compile intelligent data and effectively apply analytics to produce usable intelligence about sales and prospects. It is essential to choose tools that not only integrate between the systems used by sales and marketing teams, but also that fuel intelligent conversations with prospects. The amount of information available to sales and marketing teams this year (and even more so in 2015) is overwhelming. Today, smart marketers are replacing pivot tables and manual analysis with technology to automate the process and help them identify what’s working, intelligently plan and forecast, and draw a direct correlation between marketing activity and revenue. The ubiquity and availability of data has brought us into a new era of data-driven marketing—allowing us to finally answer the most challenging questions in marketing.
70% of B2B marketers are creating more content than they did just last year, but how much of this content is actually providing value to the prospect? Most marketers still rely on single-touch attribution models—crediting a sale to only the first or last touch—but multi-touch attribution is necessary for full visibility into channel efficacy. The B2B buyer’s journey is complex, spanning numerous stakeholders across any range of touchpoints, and Marketing now owns 75% of the sales cycle.
Furthermore, by tracking progress along the complete revenue waterfall, predictive analytics can help marketers get a grip on velocity. Arguably the most important of the set, understanding why something is or isn’t working is critical to making the big decisions that can transform marketing. Of course, we’d be remiss in not mentioning the red-headed stepchild of the group, the “how.” The past year has seen the rise of “analytics cloud” solutions promising to be everything to everybody—one-stop shops for organization-wide analytics. Predictive analytics solutions are facilitating data-driven marketing operations for companies of all sizes. Since starting BrightFunnel two years ago, I’ve had the pleasure of speaking to hundreds of B2B CMOs and marketing executives. These findings are based on the 373 conversations with B2B marketers for which I took notes.
It seems that every modern B2B marketer these days has adopted a multi-stage sales and marketing framework, such as the Sirius Decisions Demand Waterfall framework. The simplest way to think about multi-touch attribution in a B2B context is that it is an attempt to accurately model and measure the buyers’ journey taken by your customers. CMOs increasingly understand that to be strategic to the Board of Directors, they must not just offer insights about the past, but also about how they can help achieve future goals. High growth companies often face bet-the-company decisions, such as focusing on one customer segment over another.
What measures can I take to overcome bad historical data, without having to change all of it? So those are the 6 strategic themes that I’ve heard over and over, though I’m sure there are some that I’m missing.
At BrightFunnel, we’re working to address these themes and help data-driven marketers connect marketing to revenue, prove ROI, and make more intelligent marketing decisions. For sales organizations, today’s announcement that InsightSquared has raised a $13.5 million Series C round is very exciting.
But the news from Cambridge is also reason for us to celebrate here at BrightFunnel headquarters in San Francisco.
So if you’re a rapidly growing business and you’re finding that most of your B2B buying cycle (and revenue generation) is happening before the sales team even gets involved, we’d encourage you to consider BrightFunnel.
The B2B buyers’ journey involves multiple touchpoints, across many people in a customer organization. Whether you’re prepping your Board slides, or making key decisions on your weekly team meeting, you need a way to simplify the process of uncovering insights from data. So as you see above, the next generation of intelligence companies will look and perform very differently from BI companies of old.
The reason they can’t deliver, of course, is that your team (Marketing) isn’t bringing in the volume and quality leads that they need to hit their numbers.
When Sales and Marketing unite around agreed upon goals and responsibilities, everybody can stop focusing on what the other department is doing wrong, and start focusing on killing it in their respective fields and work towards company goals. Predictive marketing analytics can help integrate data between disparate platforms to create a common customer view and track interactions all the way along the buyers’ journey.  As a result, Marketing can more intelligently craft their programs and understand which themes are resonating most with prospects. Lead scoring technology has been pivotal in helping organizations track, score, and route leads between Marketing and Sales.
Predictive Marketing analytics gives marketers a complete view of the entire revenue waterfall—from first touch to conversion, and everything in between. B2B Marketing generates lots of activities, but Sales doesn’t always see the connection between the activities and revenue.
Predictive Marketing analytics can attribute campaign touch to leads at every step of the buyers’ journey—not just first or last interaction. While Sales-Marketing alignment may still seem like a pipedream to some, technology is helping both functions improve performance and efficiency by granting visibility into activity across the entire revenue waterfall.
But marketing today is responsible for much more of the revenue cycle—interacting with number stakeholders across countless touchpoints—and most marketing leaders lack the insights they need to succeed.
Today, CEOs, CFOs, and boards care about one thing: growing pipeline, revenue, and profits. No marketer can afford to be inefficient. In today’s economy, an emphasis on smart spending and accountability demands that marketers prove their programs’ ROI with intimate understanding of prospect engagement throughout the entire buyers’ journey. Supported by the right technology—namely, B2B marketing analytics solutions—this dream has already become a reality for many who’ve been able to transform marketing operations, and tie marketing activity directly to revenue. When it comes to developing your B2B marketing plan, you can spend a lot of time spinning your wheels and writing not-so-useful rhetoric. But that’s ok, because the key to creating an effective B2B marketing plan is just to get started and check your success along the way. Like anything else, if you keep talking about your plan without taking any action, time will keep passing without anything really changing. If you haven’t ever used a persona before or don’t know what a persona is, click here to download our free customer persona template. Next, you need to define your brand — who you are, what you do, and what you stand for.
Now that we have a clear picture of who you want to attract with your marketing and who you are as a business, we can start to plan your marketing tactics. However, you still want to try to find better reasons that relate to the goals you are trying to achieve.
If you’re spending money on something, you need to know why you’re spending that money and what you hope to achieve as a result of it. Every minute is worth something in your business, and you want to spend your time as wisely as you spend your money, so make sure that the tactics you invest your time and money into are targeting your ideal customers and clients.
You can’t launch into a new marketing tactic without having some sort of expectation of outcomes. Remember, the important thing is to meet your audience where they already are, and to properly represent your brand in every tactic you plan. If you’re ready to get to work, then sign up for our newsletter to download our B2B Marketing Template.
Armed with an Apple computer and head full of marketing knowhow, she built Blue Steele Solutions to help small businesses market themselves and grow in ways they didn’t think possible. But that doesn’t mean she has to leave her coding, design, or writing days behind—when she isn’t building out CRMs or getting her hands dirty in a new Genesis theme, you might find her writing a blog post about management or watching reruns of The Office. When she’s not moderating questions on WordPress Facebook groups, Heather hangs out at Disney World, kills old flash applications, and writes functions when she’s bored. We'll add it to our list of topics to sharePhoneThis field is for validation purposes and should be left unchanged. Market 8, a web-design and inbound marketing agency, has created an Inbound Marketing Roadmap to provide a framework for companies that seek putting together a B2B marketing plan. Inbound marketing is based on the premise that instead of pushing a sale, marketers must provide solutions-based information that encourages customers to engage with a company’s content. The Inbound Marketing Roadmap was developed to show marketers not only how to gain that permission, but also the method to then move an inbound customer along the sales funnel to an eventual purchase. The Roadmap is split into organized blocks of activities, each building upon the previous step in a logical format. The Roadmap details the specific activities that take place within each phase, providing a straight-forward project management template.
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If you answered yes to any of these questions above, you might have a lead generation problem. So why do you settle for lead generation that falls flat? Because you’ve been sold a bill of goods. We’ve put together a 10 Step B2B Lead Generation Campaign Checklist that you can download right now.
You can’t hit the bulls-eye with a blindfold on and you need to know who you are speaking to in order to craft content that resonates. The best way to define your target audience is to create a buyer persona and use that persona as the muse for your content creation. The concept of a buyer persona gets confusing and we often see companies try to speak about their ideal buyer persona in generalities like female 28-54 or male 45-65. Let’s face it, everyone knows your free consultation is really a poorly disguised sales call.
You need an informational offer, which doesn’t sell your services but educates the prospect on why they need something like your service. Next, your middle of the funnel offer gives prospects a chance to learn more about how you, specifically, can help them.
Since 97% of your website traffic is looking for information, you want to give them that information in a way that also moves them down your funnel. Your goal is to move a lead from information qualified to marketing qualified to a sales qualified lead. At Ubersuggest you can input a seed keyword and Ubersuggest crawls the Google Adwords Keyword Planner and spits back related terms, sorted in alphabetical order. Content Offer Sub-Topics – When you create a content offer, break it down into re-usable parts and use them as blog posts. Once you’ve chosen a keyword and have settled onto a title that corresponds to a topic above, writing your blog post will be much easier. During the post you can direct visitors to a landing page, so they have the opportunity to turn into a lead. The whole point of writing a blog post designed for B2B lead generation is to then drive traffic to that post. If you’ve been following along with our checklist, your blog post will be optimized to be socially sharable and rank well. This stage of the lead generation process relies on any audience building and activities you’ve done up to this point. Cultivate your audience and train them to engage with your content so when you share a blog post designed for lead generation, they take interest and click. We recently had a prospect ask us to bring more traffic to their website because they weren’t getting any leads.
The key to succeeding with this B2B lead generation program is to produce content your ideal buyers actually want to consume. Over the last several months, we have been looking at how content marketing usage varies across vertical markets, geographies, and company sizes, based on original CMI research. B2B small business marketers allocate 31 percent of their budgets to content marketing, and 57 percent say they are planning to increase this amount.

B2B small business marketers reportedly use an average of 12 content marketing tactics, whereas their enterprise peers use 16.
The study also found that B2B small business marketers use videos less often than their enterprise peers do (73 percent vs. B2B small business marketers use an average of five social media platforms, whereas their enterprise peers use four.
Just 39 percent of B2B small business marketers outsource content creation, compared with 65 percent of their enterprise peers who rely on outsourcing. Producing enough content is the greatest content challenge B2B small business marketers say they face, whereas their enterprise peers cite producing the kind of content that engages as their top content concern. Like their enterprise peers (32 percent), B2B small business marketers struggle with their effectiveness at content marketing.
What are the notable characteristics of a best-in-class B2B small business content marketer? To learn more about how small businesses approach content marketing, register for the Small Biz Summit being held at Content Marketing World on September 12, 2013 in Cleveland. Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE!
Great perspective…what could be construed as challenges for small business (fewer networks, insourcing vs. I know a number of small businesses that invest a ton…but they are in the minority at this point. Hi Joe, really insightful stats – I always find the CMI such a brilliant resource for latest trends.
Hi Joe, I appreciated reading all the information you have pulled together about small businesses, how small business marketers view content marketing and the trends that point to a strong content marketing push in and through 2013. As I was reading the report a couple of questions came to mind that I wanted to see if you can address. Yes, social media can be an effective marketing tool in small consulting businesses because it allows you to create long-term connections with customers. DiscoverOrg recently pulled together a panel of three innovative CEOs to discuss data-driven marketing and its impacts on the sales process. Lead scoring currently tracks activity between a prospect and an organization and tries to predict—at the very first stage—what is going to turn into an opportunity.
Henry Schuck of DiscoverOrg points out, “Salesforce recently bought RelateIQ, which was basically a CRM that was built around analytics. The primary driver behind the change is the data-driven nature of sales and marketing today, pushing marketing to be more technical and analytical in nature.
What has happened in the last five years or so is that marketing automation platforms have matured. Henry Schuck says, “Marketing is becoming more of a technical position than it is an artistic or creative position. A trend I am seeing is that some companies are even combining sales and marketing operations, with the marketing operations team responsible for forecasting and prediction. However, aligning the expertise of your marketing team to the technology available and integrating the information collected across platforms will set your organization up for success… and ahead of the curve in terms of adoption of such practices.
Across any number of platforms (Salesforce, Marketo, Google Analytics, etc.) we track everything and, as a result, we amass more records than most can effectively manage and interpret. In doing so, they’re able to take control of marketing, transforming it into a true revenue function. B2B purchase decisions often require the input of many stakeholders and an intimate familiarity with the characteristics of these target influencers is critical.
How much of it is presenting a message that truly aligns to a target’s interests and pain points?
With proper crediting of all channels involved in the path to sale, marketers can accurately model and measure the buyers’ journey taken by prospects, and tailor investments accordingly. With predictive analytics, marketers gain visibility into where targets will be most receptive to various schools of messaging along the path to purchase. The reality is: most of these technologies aren’t built with marketing in mind, and traditional BI tools fall short when it comes to the unique needs of marketers.
Rather than adding headcount for manual analysis, smart B2B CMOs have embraced technology that’s helping them take control of marketing, tie efforts directly to revenue, and answer the big questions with the power to make or break a company. From those discussions, I’ve noticed that the issues over which CMOs were losing sleep tended to cluster into six strategic themes. At the most basic level—even for companies with long sales cycles where marketing plays a significant role in the middle and bottom of the funnel—marketing should be bringing potential new business into the top of the funnel. Conveniently, those future goals are also where sales and marketing are most aligned, because marketing can uniquely have an impact today, on the future several quarters out.
And there are legions of service providers who prey on that low data self-esteem, like so many diet book writers. To learn more about how we can help you take control of marketing in the coming year, schedule a demo today. With the Salesforce Analytics Cloud likely to focus on platform capabilities, and with the possibility of delays, it’s welcome news that InsightSquared is making a big commitment to easy-to-use sales analytics. An easy test for fit is the 5-50-500 rule: you’ve built an initial marketing and market development team (5+ people), your company is no longer a small business (50+ employees), and you’re making sizable investments in marketing ($500k+ annual spend). To be strategic, marketers must have a view of likely performance against Board-level priorities.
Marketing ops and demand gen professionals rely on product marketers and content-creators to appropriately position their offerings and create the right content for the right audience. We are delighted to join InsightSquared as one such emerging company upending traditional BI.
In this post, we’ll outline three ways that predictive Marketing analytics can bring Sales and Marketing together, and drive more revenue. The B2B buyers’ journey is complex, but with visibility into which channels, campaigns, and activities are most likely to move prospects along the path to purchase, Sales and Marketing can develop a common understanding of prospect motivations. When a lead is ready to advance to Sales, Sales already has a complete prospect profile—by understanding the triggers that advanced that lead—and is able to target messaging to address a prospects’ unique needs. The problem, however, is that traditionally Marketing defines when a lead is qualified (MQL) and ready to move to Sales.
With full visibility into lead progression along the purchase path, marketers can understand which activities are necessary to deem a lead Sales-ready and, based on historical performance, anticipate how quickly they can expect a lead to move from stage to stage. This is generally because Marketing activities tend to be far more complicated with multiple touchpoints, stakeholders, and buyer scenarios. With these insights, Sales and Marketing can stop fighting against each other and instead, work together, to deliver the one-two punch that turns prospects into customers.
The leaves are changing and, for a limited time, seemingly everything can be pumpkin spiced. In order to get it, you’ll need to convince your boss that you’ll be able to increase your customer base, reduce CPA, and meet company-wide growth objectives.
How can you get a grip on performance across the buyers’ journey, and make sure that investments are mapping to the activites that drive revenue? Many marketers use first or last touch attribution, though, because the B2B buyers’ journey is so complex, these methods are becoming increasingly ineffective. It doesn’t have to be complicated, but make sure you’re running at least a few scenarios to gauge how well different activities are performing across the buyers’ journey. CMOs and marketing leaders must evolve to be increasingly data-driven, armed with the confidence to make big, data-backed decisions quickly. In doing so, leading data-driven marketers have been able to more effectively interpret, plan, and predict, and give company decision-makers the confidence that every dollar invested in marketing in 2015 will be a dollar well-spent. For the first time, CMOs and their teams can understand the future revenue impact of each decision, and align marketing plans with business priorities. Fluff might work for a college English paper on The Old Man And The Sea, but it has no place in a serious B2B marketing plan for your business. You need a plan that is going to cut straight to the point and get you where you need to go, a no-nonsense plan that’s still flexible enough to adapt to changing business conditions. Similarly, if you spend tons of time trying to come up with the perfect plan, you’ll end up with a plan that was perfect for conditions 3 months ago but that may have no relevance to your business today. We have a template for that too, you’ll want to really invest some time in this one before you move on with your plan. You have an overall marketing plan – that’s your strategy–the overarching direction you want to move in. You have to cut the fluff, cut the things that are too far-reaching, too high level for what you’re doing.
You wouldn’t plan to attend a tradeshow where none of your potential customers (or other parts of your supply chain) will be in attendance. You need to make sure you’re utilizing your resources effectively, and planning it all out will force you to look at the costs as a whole. Try to set attainable yet aggressive goals for your marketing and evaluate your progress and reset your goals and tactics along the way. The ability to bring in quality leads is directly correlated to the success of your business and next quarter’s sales can be predicted from this quarter’s pipeline. Those generalities are just demographic information – you need to give your buyer persona some life so it can be the inspiration for all your content creation! Answers will also help you decide which topics to write about because you’ll know what your ideal client wants to read.
Your marketing needs to have SMART goals  so you know when it’s successful or when to shift gears. It will provide useful information too, but at this point, you should also position your company as the solution your prospect needs. It’s designed to trigger sales-ready prospects, who need a little something more than a “free consultation,” to contact you. As long as your offers are compelling (hence the importance of addressing them to your buyer persona), website visitors will convert into leads. You set hard goals and benchmarks at the beginning of this campaign, now it’s time to celebrate your successes and eliminate the failures. We took a look in their analytics and saw that they had over 75,000 visitors in the previous 30 days. You can try to increase traffic but the faster route to lead generation success is to optimize the site for conversions. You must put quality effort into a system in order to generate quality leads from that system. Their B2B enterprise peers, on the other hand, allocate 24 percent, with 46 percent of respondents saying they plan to increase their spends.
As for which platforms they prefer, small business marketers use LinkedIn (83 percent) most often, with Twitter (81 percent) and Facebook (80 percent) following closely behind. However, small business marketers appear to believe that continued investment in content marketing will ultimately pay off: Forty-six percent of those who rate their organizations as least effective at content marketing are nevertheless planning to increase their content marketing budgets over the next 12 months.
Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc.
Would be curious to understand what they see as potential solutions versus a larger enterprise. Producing great content continuously definitely is a challenge for small B2B marketers, which can lead to production of content that may not be very engaging. I am currently drawing up a marketing plan for content marketing for my organization Plastic Products Mfg., we are hoping to see results.
Once you have earned their loyalty, you will have earned a valuable asset for your business. Like any content development plan, you first need to define what your customer’s pain points are before scripting your video.Why VideoGreat for product or service demonstrations, especially for a complicated solution that needs video to explain key features and benefitsPersonality communication. Our own CEO, Henry Schuck, was joined by two others, Craig Harris of HG Data and Nadim Hossain of BrightFunnel. Hossain notes that in the future these analytics will go much further, “looking at the whole funnel to understand how things are going to move from stage to stage all the way to revenue—really predicting the pipeline and the revenue in a way that marketers can actually react. I think that they’re realizing salespeople want to be able to see which prospects convert best and how that translates to other prospects who might follow the same pattern.” The tools are designed to help salespeople map out those high-likelihood prospects and use that template to identify more high-likelihood prospects. With this basic foundation of tools in place, B2B marketers can take it to the next level, integrating new advanced tools.
I think a technical background is critically important and will continue to become even more important. We know that if analyzed correctly, this data contains powerful insights, but too often analysis leaves CMOs and their teams with more questions than answers. Using data-driven insights, it’s now possible to identify which profiles are most vital to a sale.

Content and messaging are too often developed in silos, based chiefly on Marketing’s perception of which themes will resonate with an audience. Prospects engage with your brand across so many touch points—online and off—and it’s imperative that B2B marketers understand the role that each of these channels play in the evaluation process. Marketing needs its own analytics and thankfully, the tools exist to help gain complete visibility into marketing’s impact on sales. Data-driven marketing has arrived and the pioneers who are already using predictive technology are being met with significant competitive advantage. What’s interesting is that all six themes are related to marketing ROI and performance measurement. But it’s more broadly relevant, as those are the folks that tend to be the early adopters and trendsetters in the marketing technology landscape. Yet paradoxically, when it comes to measurement, many of these same companies only track initial creation of Inquiries or MQLs. Let’s say there are 10 people involved in a buying process, with 5 touches each, across several months. But what’s often missed is that the solution isn’t relentless cleaning and scraping the data, but it is to intelligently analyze the data in a way that takes into account its limitations.
This is especially true for their core audience of small businesses, which have never been served by BI (Business Intelligence) companies, such as Domo, Birst, Good Data, Tableau and others.
With the marketing technology landscape now settling, and the marketing ops function emerging, we believe it’s time for someone to focus on the analytical needs of B2B marketers.
What you care about is not whether some arbitrary campaign or lead source was the first or last, but about the overall journey, and the appropriate, stage-specific marketing mix to take a prospect and turn them into a happy customer. But the key difference with Sales is that sales forecasting often involves gleefully pointing at fast-approaching iceberg, with little recourse. But that process invariably involves influencing multiple people, at various levels of seniority, expertise and attention span.
What you see as unattractive inconsistency in process and data, we see as rich testament to your rapid growth and evolution. Maybe they’d be closing if they’d stop complaining and actually follow up on the precious leads you’ve worked hard to attract and nurture. Unfortunately, this marketing performance data generally lives in automation systems (Marketo, Eloqua) and Sales interactions are tracked in CRMs (Salesforce).
With this knowledge, you can build data-backed Service Level Agreements (SLAs) to keep everyone in check and ensure everyone’s holding up their end of the bargain. Without the ability to see which Marketing activities contribute to revenue, it becomes impossible to optimize campaigns, and effectively forecast how and when leads will translate to pipeline and Sales. With this knowledge, marketers can automatically identify revenue levers, and adjust programming as needed, to ensure that Sales will get the quantity and quality of leads that you’ve committed to. Most importantly, as a B2B CMO or marketing leader, it’s time for you to step up to the table and ask for next year’s budget.
A plan and a prayer is no longer viable and, faced with a complex buyer’s journey, B2B marketers must present data-backed strategies to gain the confidence of boards and executives—and secure enough money to excel in the coming year. Marketers today must implement multi-touch attribution to understand how every campaign touch is performing all the way along the buyers’ journey—not just at the top or bottom of the funnel.
Done is better than perfect and by understanding the value of various mid-funnel interactions, you’ll be able to more intelligently craft nurture campaigns that translate to revenue, and improve your attribution model over time. In doing so, you’ll be able to identify revenue levers (gaps and opportunities) to guide investment decisions as your strategy evolves over the course of the year. Put measurement tools and processes in place to make sure you can identify lead progress through various stages such as MQL, SAL, SQL, and so on. Because BrightFunnel is predictive from day one, we help you not only prove results, but also plan future actions. Plans that might be effective in the first quarter can fall apart when the business environment changes, so you need a plan that is going to flow with the dynamic environment of business, and the only way it can do that is if you are referring back to it constantly and making changes when necessary.
Your focus should not only be on the long road ahead — especially if you are a small or new business (or let’s be honest, one that is struggling) your focus should be on what’s right in front of you. You may have multiple reasons for including a tactic in your marketing strategy, so list them all if you do. If that is the case, then you need to come up with multiple personas to make sure that you target each customer segment effectively.
For instance, you may want to wait until the fall to start your email drip campaign, leading up to an industry even in the spring. Start out with an aggressive task load and you may never get your marketing plan off the ground. You likely won’t get far with your B2B marketing plan without getting budget approval, so go ahead and factor in those monetary costs now.
Is it worth it to keep paying someone to spend hours blogging when their time might be better spent writing marketing emails for you? At least monthly you should be analyzing progress in each area of your marketing plan and adjusting the plan accordingly. And stop procrastinating — start your marketing plan today and work hard to complete it so you can get down to business by marketing your products and services. Is your sales team spending most of their time networking without bringing in any new business? You ideal customer might be the Supply Chain Supervisor at an automotive parts manufacturer. Writing content with specific keywords in mind, is the first step to getting your content found. The key is to stay ahead of them and that is done by analyzing your data, discovering what works and what doesn’t. Their enterprise peers, on the other hand, use Facebook most often (80 percent), followed by Twitter (76 percent) and YouTube (74 percent).
The process of identifying the best prospects will require less guesswork and sales efforts will be more effective as analytical tools become more widely available.
Blending traditional demographics with behavioral patterns—how prospects interact with both native and external touchpoints—helps us develop precise profiles of those with the highest propensity to buy. Predictive analytics allows marketers to leave the guesswork behind and embrace data-driven messaging. While a webinar found through LinkedIn may be the final push to move an opportunity to sale, it’s irresponsible to discount prior campaigns and channels that also helped move the needle. In the age of data-driven marketing, only one question remains: will your organization embrace predictive analytics… or risk being left in the dust? While this is by no means a scientific study, I think that by itself is a testament to the data-rich and insight-poor times we live in. While stopping at such metrics leaves a lot to be desired, it is certainly a good place to start, and where smaller companies (< 50 people) typically remain. If you’re trying to measure demand generation performance, clearly, what matters is the eventual outcome of the leads created, and where they’re falling off or slowing down. But too often, we make those decisions in a vacuum, without an understanding of the likely future outcomes. CMOs are rightfully worried about bad data, but they often wrongly prescribe a solution that only focuses on cleanup, not intelligent analysis. Their challenges are no less important than those of sales teams, and they are inadequately addressed by BI solutions.
We do this by taking an account-based, multi-touch attribution approach that looks at all touches across stages of your demand waterfall, even that surreptitious, late-night whitepaper-reading by your prospect’s CFO.
Our bag-carrying brethren can be awarded such latitude, given their proximity to the close.
We have precise granularity on hundreds or thousands of campaigns tracked in Marketo, but often can’t tell the product team whether, say, CIOs prefer the security-oriented messaging, and Directors of IT like the innovation themes. While you think your pivot table is beautiful, no one else does; so you need ways to communicate insights in a way that’s shareable, easy to understand, and I daresay, beautiful.
Because of this, Marketing may not always understand what exactly Sales considers great lead, and is stumped when they don’t see an SAL advancing as quickly as expected.
Accurate attribution allows marketers to not only evaluate previous efforts, but also predict pipeline and revenue changes throughout much longer revenue cycles. This will allow you to follow along to ensure that you’re tracking to targets at each stage—and make necessary adjustments—all the way through to revenue.
And if you have built your customer personas (and you did, right?), then you need to make sure that, no matter what tactic you use, it targets your ideal customer.
You can’t afford to waste time or money on something that isn’t working, and won’t create a return on investment.
Some tactics may only have a start date, with the plan to continue for the foreseeable future.
It will also make it easier to determine if you’re getting a positive return on your investment when you check your progress later. Just looking at how much time you and your employees are spending on various tasks can show you where you can make changes. Studies have shown that only 3% of your website visitors are ready to engage in a sales conversation.
Your informational offer showcases your expertise, establishes you a trusted authority and provides them with valuable, educational material. Also, in terms of effectiveness, B2B small businesses have more confidence in books (55 percent vs. With these insights, marketers can more effectively target marketing to ensure they’re mapping activity and messaging to the most receptive audience. By analyzing everyday activity captured in CRM and marketing automation systems we can gain strategic insights that can be applied to the more granular elements of messaging—ideal theme, audience, product, region, and which cohorts work most effectively together. With visibility into velocity patterns, B2B marketers can accurately forecast future revenue impact and align their plans to company goals. By understanding why certain programming has worked in the past, marketers can now predict precisely when and how much revenue will be produced as a result of their efforts. But surprisingly, many larger companies feel that they don’t have a handle on these basic questions. While that idea might give you a headache, consider the alternative: instead of making a full account of how you drove the prospect through the 75% of buying cycle that you own, you rely on your lazy busy sales team to do data entry, to attach Contacts to Opportunities, and arbitrarily pick a single touch to get all the glory. Too often they aren’t even aware that rich strategic insights on segmentation and focus can be mined from everyday demand generation activity captured in CRM and marketing automation systems.
And by the way, the pattern in EMEA is reversed (so those guys are complaining for a reason). You feel you are and may throw even more budget and attention at demand gen, to both increase volume and cover your ass.
Predictive analytics helps automate this process, tagging themes and associated cohorts to tie messaging directly to sales.
Specific content offers are more relevant to specific stages of the buyers’ journey and identifying the “when” is key to providing value to prospects. Smart CMOs understand this, and that is why it is a recurring theme (nightmare?) that keeps them up at night.
If today’s efforts are likely to result in insufficient pipeline and revenue over two quarters, we need to know that, and react to that information by adjusting our plans.
With knowledge of historical campaign performance, and a demonstrated ability to measure, interpret, and act on real-time performance data, you’ll earn the respect of company decision-makers and the budget you need to succeed. BrightFunnel’s scenario analysis not only helps you plot the best course of action, but helps you do it in a way that brings along your CEO, CFO and VP Sales, by speaking to their future plans. I hate seeing them going to the content mills or 5 cents a word writers, but I can understand why they need to. With BrightFunnel, we virtually “clean” your data by applying intelligent, policy-based rules and filters so that your data is accurate and manageable.
However you deploy, mention “video” in your promotion to increase actionWrite a creative and informative description about your video.Your primary keywords should be near the beginning as only 25-30 characters are visible in YouTube search results.
The traffic driver sources (social, email, display, PPC, etc.) should direct all campaign traffic to the video landing page. Offering prospects a white paper or case study in exchange for an email address is best practice to generate leads with content.  Videos that persuade free trials and demos are equally essential.

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