Triniti Burton

6 Inspiring Marketing Operations Process Innovators

Marketing operations is among the most challenging disciplines in the modern B2B marketing organization. A task list from one of today’s most highly effective marketing operations pros may include process innovation, data management, MarTech stack optimization and collaboration with the marketing, sales and customer success teams.

Building the Best B2B Marketing Technology Stack

Does the perfect B2B marketing technology stack exist?

According to the State of Marketing Technology 2018 report, 69% of respondents believe "the perfect marketing stack does not exist yet." And if you're waiting for it to happen, don't hold your breath. The "perfect stack" will never exist. There is no one-size-fits-all when it comes to B2B marketing technology. Each organization must build a solution that fits the specific needs its business.

It's not a matter of the biggest stack with all the bells and whistles; it's a matter of building the best architecture to align with your strategy and meet your marketing goals.

3 Major Challenges on the Road to Revenue Marketing

According to the 2018 Demand Generation Benchmark Survey Report, 28% of marketing orgs have revenue-based quotas, and nearly half of them are expected to source more than 25% of closed-won revenue. But for some marketers, the idea of being accountable feels like an insurmountable mountain they're not prepared to climb.

The 2018 Revenue Marketing Game Changers recently shared strategies that helped them create revenue-accountable organizations, along with some of the challenges they faced as they set out to drive transformation. We've compiled their advice into a 100-page eBook so you can be better prepared to get revenue-focused.

Master Content Marketing to Drive Demand Generation and Engage The Right Audiences

The quantity-to-quality shift permeates today's B2B marketing landscape. Demand generation organizations are no longer measured by the volume of leads generated. According to the marketing leaders interviewed for the DemandGen Report's 2018 Benchmark Survey, 63% of marketing teams are evaluated based on lower-funnel metrics like MQLs, SALs and pipeline influenced.

Consequently, 73% of marketing organizations state that focus on lead quality over quantity is their number one goal in the year ahead.

Integrated Marketing Works: And Here’s Proof

Integrated marketing campaigns are not a new concept; nor is the idea of delivering a consistent customer experience across channels, tactics and funnel touchpoints.

Integrated marketing organizations not only enjoy a connected ecosystem of tools and tactics, but the consistent brand experience of an integrated marketing program builds trust with prospects as well. While the volume and variety of channels used in B2B marketing campaigns have evolved significantly in recent years, the value of customer trust and authentic relationships has only increased.

3 of the Best Demand Generation Tactics to Scale Pipeline Fast

If your marketing charter is anything like ours, you've got some massive goals ahead of you. Your team is likely tasked with engaging the right decision-makers at target accounts, generating a specific number of opportunities and impacting a defined revenue goal. But what do you do when you face challenges hitting your mile marker targets for marketing-qualified and sales-qualified leads (MQLs and SQLs)?

When expectations are steep and time is short, it's important to leverage the best performing demand generation tactics that can reach qualified audiences at scale and gain traction quickly.

Because let's face it... influencer marketing is the long-game and creating premium webinars takes a lot of resources. So even though they may be some of your highest-converting demand generation strategies, they can't be your go-to tools when you’ve only got a quarter to generate full-funnel demand. 

You need digital campaigns that you can get to market quickly and scale based on budget.

The Digital Anatomy of the Best B2B Demand Generation Strategies

70% of demand generation marketers say their budgets will grow this year, according to DemandGen Report’s 2018 Benchmark Survey Report. Simultaneously, 63% of respondents to the same survey said their company’s revenue would grow by more than 20% in 2018.

The idea of the “right” B2B marketing strategies has evolved significantly over the past decade. 68% of B2B marketers rank in-person events as a key engagement tactic, according to the survey, while 67% point to email marketing.

In 2018, demand marketers must be proficient at most, if not all, of the digital marketing disciplines at play in a modern B2B demand marketing strategy.

How to Manage an Integrated Marketing Campaign Like a Boss

From the customer’s perspective, a great integrated marketing campaign shouldn’t feel complicated.

The Data & Marketing Association (DMA) defines integrated marketing as,

“an approach to creating a unified and seamless experience for [people] to interact with the brand…[across] tactics, methods, channels, media and activities.”

For a B2B demand generation organization, an integrated marketing campaign can span many digital and traditional marketing channels, personas and full-funnel touchpoints. With so many moving pieces, achieving a customer experience that feels “seamless” is far from simple.

The 10 Best B2B Demand Generation Secrets Revealed

The success of a demand generation marketer is no longer measured in just the quantity of news leads generated.

Rachel Rosin, Group Manager, Marketing Operations at Glassdoor says 

“A successful [demand generation] program is measured by the quality of those leads, what you’re able to convert to revenue, and the ability to prove your contribution to your company’s bottom line.”

B2B marketers are facing increased pressure to successfully orchestrate demand generation across multiple channels, generate new qualified leads that convert to opportunities, and attribute new revenue to marketing actions. While effective demand generation requires marketers to maintain a full-funnel mindset, knowing the specific actions and tactics to use isn’t always simple.

Reviewing the 9 Best Account-Based Marketing Softwares for 2018

73% of B2B marketers interviewed by Forrester stated the term, “Account-Based Marketing,” (ABM) is used “inconsistently.” When the majority of B2B marketers are confused by the state of ABM, it’s not easy to understand which softwares to include for consideration in your technology roadmap for the year to come.

Let’s start by drawing some lines with Forrester’s own definition of Account-Based Marketing.

They write it’s a “B2B “strategy through which marketing and sales jointly obsess over how to pursue, establish, and grow long-term, highly engaged revenue relationships with specific customer accounts.”

ABM software is, for this discussion, any marketing app or technology which supports B2B marketing team’s execution of an Account-Based Marketing strategy. Specifically, all activities related to the identification and engagement of target customer accounts.

The Best Marketing Tools to Empower Demand Generation Teams in 2018

Feel like you’re drowning in marketing technology? You’re not the only one.

In 2011, only 150 companies identified as martech vendors. By mid-2017, MarTech Today reported the number had jumped to 4,891. Almost five thousand vendors now offer software and tools for marketing automation, CRM, lead generation, and many other processes and tactics.

Fast forward to 2018, and the tools needed to support a complex, full-funnel demand generation program can include several different integrated and specialized apps.

Should You Outsource Demand Generation in 2018? Pros vs. Cons

A whopping 68% of companies struggle to generate leads, according to a Lattice Engine/CSO Insight study. It's hard to shift your thinking from quantity to quality...

7 Demand Generation Methods that are Working Best Right Now

Marketing has evolved significantly over the last decade. Technology has changed the way customers discover, research and communicate with brands. Organizations are navigating a...

9 Building Blocks of a Killer Demand Generation Marketing Plan

79% of marketing leads never convert into customers, according to HubSpot. The most commonly-reported reason? A lack of lead nurturing. Even the highest-quality content won't...

12 Repeatable Demand Generation Activities that Drive Results

The Integrate marketing team is neck deep in 2018 planning. We’re building a demand marketing strategy that will contribute to the company’s revenue goals...

Reviewing 7 of the Top Demand Generation Tools of 2017

As enterprise adoption of demand generation marketing soars, marketing teams are starting to realize that choosing the right marketing technology (MarTech) is imperative to...

An 8-Step Account-Based Marketing Plan to Share with Your Boss

If you’re a B2B marketer, you’re likely hearing the term Account-Based Marketing everywhere you turn. A quick search of your inbox might reveal a...

Make it Matter: Strategically Tackling Marketing Ops

Most marketers work in a world with too little time and too much to do – moving from task to task, rushing to accomplish...

A Useful Template to Develop (or Improve) Your B2B Buyer Personas

B2B marketing is abuzz with the importance of customer-centricity and the “engagement economy,” yet according to SiriusDecisions more than half of B2B marketing organizations...

Marketing Ops Focus: Too Much MarTech, Not Enough Data

David Raab is Founder of CDP (Customer Data Platform) Institute and Principal of Raab Associates. With nearly 30 years of experience analyzing marketing trends,...

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