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Given a challenging environment for B2B marketing today, where should a B2B marketer start? How can we get our arms around this ‘brave new world’? Adam Needles outlines a series of basics for B2B marketers to focus on to help rationalize their more-complex [...] Tags: B2B buyer, B2B buying behavior, B2B buying process, B2B marketing, B2B marketing communication, B2B marketing content, B2B Marketing University, buyer-centric, CMO, communication channels, content development, content management, critical path, critical path analysis, CRM, Customer Centered Selling, demand generation, dialogue, e-mail marketing, innovation, integrated marketing communication, lead management, Lead Nurturing, Lead Scoring, marketing, Marketing automation, marketing channels, marketing co-creation, marketing communication, marketing contribution, marketing NPV, marketing operations, marketing ROI, marketing strategy, multi-channel communication, multichannel marketing, new media, personas, sales contribution, social media
Category: B2B Marketing Strategy 11 comments Share and Enjoy What should drive our content and campaigns in B2B marketing? Should we use a white paper to generate leads? What should we say in a follow-up e-mail from a tradeshow? How should our search engine optimization and lead nurturing integrate in our overall marketing strategy? Adam Needles discusses the buyer dialogue context and insights from author Rober Jolles on the B2B buyer’s decision-making process as context for focusing marketing content and campaigns and ensuring their [...] Tags: B2B buyer, B2B campaigns, B2B content, B2B marketing, B2B sales, buyer dialogue, CRM, Customer Centered Selling, demand generation, dialogue marketing, e-mail nurturing, lead management, Lead Nurturing, lead quality, Marketing automation, marketing operations, marketing qualified leads, marketing strategy, relevance, sales strategy, Sales/Marketing Alignment
Category: B2B Marketing Strategy 2 comments Share and Enjoy Adam Needles presents working insights for ‘advanced’ lead scoring secrets that can help B2B marketers take their games to the next [...] Tags: B2B buyer, B2B marketing, B2B sales, buyer dialogue, demand chain, demand generation, dialogue marketing, lead management, Lead Nurturing, lead quality, lead score, lead score model, Lead Scoring, Marketing automation, marketing operations, marketing qualified leads, marketing strategy, sales qualified, sales strategy, Sales/Marketing Alignment
Category: Lead Scoring One comment Share and Enjoy Adam Needles discusses improving the continuity of dialogue with the buyer as a way to achieve greater sales/marketing alignment. Part 1 of a 2 part series. This piece focuses on steps marketers can take in better planning for [...] Tags: B2B buyer, B2B marketing, B2B sales, buyer dialogue, continuity, demand chain, demand generation, dialogue marketing, Lead Nurturing, lead quality, Marketing automation, marketing operations, marketing qualified leads, marketing strategy, sales opportunities, sales strategy, Sales/Marketing Alignment, sales/marketing mis-alignment
Category: Sales/Marketing Alignment 18 comments Share and Enjoy The current dialogue around sales/marketing mis-alignment comes at a watershed moment for this issue. To propel this dialogue, Adam Needles presents a round-up of perspectives from various sales and marketing-focused bloggers on best practices for and impact of sales/marketing [...] Tags: B2B buyer, B2B marketing, B2B sales, demand chain, demand generation, Engagement 2.0, lead quality, Marketing automation, marketing operations, marketing qualified leads, marketing strategy, sales strategy, Sales/Marketing Alignment, sales/marketing mis-alignment
Category: Sales/Marketing Alignment One comment Share and Enjoy It’s certainly critical as a marketer to improve one’s engagement with the customer, but what does that look like from the marketer’s end? What does this look like from a strategic and operational perspective? What does it mean to be an ‘engaged’ … and, ultimately, successful … marketer? Adam Needles discusses five best practices for being an ‘engaged’ [...] |
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