Marketing is evolving and B2B Marketers that fail to embrace this change will become irrelevant. While shocking to some, this perspective is not new; it's simply becoming increasingly apparent to the B2B marketing community.
Published By: Proofpoint
Published Date: Jun 22, 2017
Human targeted attacks continued to lead the pack in 2016. Attackers’ used automation and personalisation to increase the volume and click-through rates of their campaigns. Taking a page from the B2B e-marketer’s playbook, cyber criminals are adopting marketing best practices and sending their campaigns on Tuesdays and Thursdays when click-through rates are higher. Meanwhile, BEC and credential phishing attacks targeted the human factor directly--no technical exploits needed. Instead, they used social engineering to persuade victims into sending money, sensitive information and account credentials.
Timing is everything—attackers know that hitting your employees with a well-crafted email at the just the right time produces the best results. Of course, this varies by region. So if you are responsible for worldwide SecOps, you need visibility into not only attack patterns but also when and which employees tend to click.
B2B buyers are learning on their own and delaying contact with suppliers until late in the purchase. Most B2B marketers are fighting back with thought leadership—but it’s not working. The Challenger Marketing approach helps marketers stand out amongst the noise and more reliably reset the customer’s purchase criteria decisively in their favour.
THE B2B MARKETERS GUIDE TO THE WORLD OF PROGRAMMATIC ADVERTISING
While some in the B2B world are quickly jumping on the programmatic advertising bandwagon, many more don’t know the first thing about it or what the benefits are. That’s probably why you’re checking out this nifty little guide right now. Whether you’re a beginner with a basic curiosity about programmatic, or you have already executed a programmatic ad buy but want to learn more, you’ve come to the right place. After skimming through the pages of this book, you’ll learn exactly what programmatic is, why you need it, how it works, and why there’s no looking back when planning you’re next great ad campaign. You’ll discover exactly why Programmatic Matters.
We’ve seen Omnichannel Marketing in action across a wide range of companies and we’re convinced that marketing teams need to move to a customer-centric model. In this eBook, we’ll help you do exactly that.
Marketing automation is quickly becoming a competitive necessity for most organizations. According to a recent Demand Gen Report, 42% of b2b marketers identified marketing automation as the tool they plan to test or deploy in 2016—beyond predictive analysis, account-based marketing, lead nurturing, and attribution modeling.
Download this white paper to discover how to use marketing automation to attract, engage, and convert buyers across all marketing channels by streamlining workflow, monitoring social, and managing content.
As a B2B Marketer, you spend a lot of your time coming up with new ways to reach the right prospect, at the right time, with the right message. Account-Based Marketing (ABM) is a tried-and-true strategy to help you do all three. By treating each account as a market of one, you can deepen your relationships with individuals at key accounts and ultimately increase revenue.
For more ways ABM can help you up your marketing game, download this eBook.
As more and more industries clamor to adopt an Account-Based Marketing program, B2B marketers must re-think how they drive revenue. According to SiriusDecisions, 92% of companies call ABM a B2B must-have—while 84% of B2B marketers say that ABM delivers higher ROI than any other approach. This is good news, but it gets even better. Now you can deliver Account-Based Marketing directly form your Marketing Automation System (MAS) using Demandbase and Oracle Eloqua.
Download this infographic to see how you can optimize your ABM and MAS systems, align with sales, and drive revenue for B2B success.
Why personalization is particularly difficult for B2B
How marketers are using data to customize content today
Clear steps to making your database mission-ready
How to prioritize your personalization efforts for the highest returns
Did you know that the average health of marketers’ data is only “questionable?”
Dun & Bradstreet analyzed 695M customer contact records and surveyed more than 500 B2B marketers to provide the truth about the state of B2B marketing data. Download the fourth annual report to discover how you can turn improved data quality into a competitive advantage.
• The trends and pitfalls every data-driven marketer needs to know
• The true state of B2B marketing data quality
• Benchmarks for assessing your own data quality
• Dun & Bradstreet’s research of B2B marketers’ data-fueled priorities for 2016
Do you have the data strategy you need to deliver on your marketing goals? Download the B2B Marketing Data Report to find out!
Is your well-worn playbook in need of a refresh? What worked best for B2B marketers last year may not help you optimize a moment with a customer or prospect today. All too often, baked in processes get in the way of delighting customers.
If you’re a B2B marketer who wants to be a game changer, you have come to the right place. This reader is for marketers who crave to poke and pull apart the “tried and true”.
Break the cycle of “best practice” rituals and ask yourself these questions:
- When was the last time you made a truly bold move in your marketing?
- Do you have any idea how bad your data problem really is?
-How long will you continue to create sales content nobody uses?
We answer these questions and more- download the free guide today!
According to eMarketer, digital marketers have a “love affair with data,” and are planning to increase spending and usage in data-driven marketing strategies. Data helps marketers make more informed decisions about their most receptive audiences, so it should come as no surprise that 75% of B2B marketers currently leverage data to inform their digital advertising strategy, according to a new study.
By 2017, 83% of all online advertising will be purchased programmatically, according to eMarketer. Don’t left behind. Download this informative eBook to learn why you should be investing in programmatic right now. Whether you're a beginner with a basic curiosity, or you have already executed a programmatic ad buy but you want to learn more, you'll discover exactly what programmatic is, why you need it, and how it works. Ultimately, you'll discover why Programmatic Matters.
• The key players in the programmatic ecosystem and how to work with them to execute a successful campaign
• Why data is the key ingredient of programmatic
• How to leverage targeting to your advantage
B2B buyers are learning on their own and delaying contact with suppliers until late in the purchase. Most B2B marketers are fighting back with thought leadership—but it’s not working. The Challenger Marketing approach helps marketers stand out amongst the noise and more reliably reset the customer’s purchase criteria decisively in theirf avor.
Published By: Uberflip
Published Date: Mar 16, 2018
When it comes to content production, marketers across
the globe can let out a collective “we’ve got this.” Content
marketing is now the cornerstone of most organizations’
marketing strategies. In fact, 91 percent of all B2B companies
use content marketing. And 38 percent of North American
marketers say they expect their content marketing budget
to increase in the next 12 months. We’ve invested heavily in
it because it works.
Published By: Oracle OMC
Published Date: Nov 30, 2017
Account-based marketing (ABM) is the latest strategy those folks are trying to sell you. But with ABM, there’s one key difference: ABM isn’t a new, unproven idea; it’s a new way of combining proven fundamentals to help B2B marketers (you guessed it) reach the right prospect, at the right time, with the right message. Only this time, it really works.
Published By: Oracle OMC
Published Date: Nov 30, 2017
It’s no secret that Account Based Marketing (ABM) has emerged as one of the most buzzed about trends within the B2B marketing world. As ABM evolves from a new, cutting edge tactic into a well known, trusted strategy, some B2B marketers are knee deep within their ABM journey, while others are still in the discovery process, searching for a better understanding before seeking buy-in. Among the array of questions that these marketers have, many
are wondering: just how essential is Account Based Marketing to my organization’s success? What challenges are my peers facing when leveraging ABM? How is ROI from ABM being measured? How much success are my peers achieving? And looking ahead, how will ABM fit in the B2B marketing landscape?
To better understand these questions, Argyle Executive Forum, in partnership with Oracle Marketing Cloud, surveyed leading B2B CMOs and marketing executives across the U.S. to better understand how they’re incorporating ABM into their marketing strategies, wha
This guide outlines the five most important marketing metrics every B2B marketer should focus on, to achieve maximum ROI from Marketing Automation software, in addition to optimizing their lead management process
Published By: CloudTask
Published Date: May 11, 2018
As a B2B marketer, the process of nurturing and generating new leads is always tricky business. Chasing high quality and relevant leads requires a considerable amount of time, energy and resources to be invested into email marketing campaigns, social media management and educational content such as blogs, whitepapers and eBooks. While live chat support has been around for about a decade, only in recent years and especially in the age of the smartphone, are B2B companies capitalizing on it as a channel to generate and nurture leads.
It takes a lot of money and resource to recruit and train new, talented telemarketing agents. So what can businesses do to keep their telemarketing teams focused and happy?
This ebook provides guidance on:
• Which KPIs to track
• The best way to structure a bonus plan
• How to retain your best agents
It also lists the questions you should ask when selecting a telemarketing agency.
For many B2B companies, the best way to generate new business is the old fashioned one – a team of telemarketers hitting the phones to make sales appointments for their more experienced colleagues.
But they are losing money every time a telemarketing agent calls somebody that doesn’t want to buy from them.
This ebook will explain:
• Why you could be wasting 97.6% of your time
• The root of telemarketing’s targeting problem
• A better way to classify companies; and
• A smarter way to go to market
B2B purchasing in a Web 2.0 world has become an interactive process driven by customers. Learn how using clickstream data to target buyers' motivations allows marketers to trigger automated processes like lead scoring and nurturing to drive better leads for sales.
As the number of tactics available to marketers has multiplied, it has become
harder and harder for many to determine where they should focus their resources.
Digital marketing, in particular, is becoming increasingly sophisticated and offers
opportunities for highly targeted and effective campaigns.
But as B2B marketers are designing integrated programs, many overlook a tactic
that has successfully generated leads and closed sales for decades: telemarketing.
Strategically deploying telemarketing to enhance engagement, nurture prospects
and improve your data can make the difference between revenue that goes to
your bottom line and revenue that goes out the door.
This kind of direct, one-to-one communication has a natural connection with the
B2B world, a field built around relationships and tightly targeted audiences.