What is a marketing strategy?

Top 6 focus areas for B2B marketers

As 2013 wraps up, we wanted to take a minute to reflect on the top lessons and insights we’ve discussed this year. Read on for six top focus areas for 2013 to apply to your efforts in the new year.

B2B Marketing: 3 simple tips for creating PPC ads

PPC ad campaigns can be tough when you consider character limits and the different strategies needed to craft ads for a highly targeted audience on social media sites versus search engines ads where keywords strategy comes into play. These challenges can make PPC copywriting seem more like an art, but there a few tips you can use to distill those difficulties down to some across-the-board basics. Read on to learn three tips for PPC ad copywriting you can use to aid your copywriting efforts.

Lead Generation: Who knows the customer better – Marketing or Sales?

It’s human nature to feel that we have a golden gut to some extent, especially when we’re interacting directly with customers. But in today’s marketplace where data, metrics, analysis and tracking results can help you drill down on customer behavior, the era of the golden gut has come to a close. So, read to learn more about how Marie Wiese, President, Marketing CoPilot, ran an experiment with Grantek.com, a North American B2B systems integration company, to create a keyword strategy that would support lead nurturing far beyond any marketing intuitions.

B2B Digital Marketing: How Volvo Construction drove site visits through its email campaigns

In this B2B Lead Roundtable Blog post, watch an excerpt from a session at last year’s B2B Summit 2012. Learn how Volvo Construction drove site visits through email campaigns, and watch the entire session video replay to learn more about the team’s efforts.

Marketing Optimization: 3 steps to gain C-suite buy-in

Marketers who have the respect of the C-suite can connect their efforts to driving revenue. So read on to learn three steps marketers can use to get buy-in from the C-suite for testing and optimization that you can use to aid your conversion rate optimization efforts.

Digital Marketing: How to craft a value proposition in 5 simple steps

There’s a fundamental question every customer wants answered that directly impacts your ability to convert – “If I’m your ideal prospect, why should I buy from you rather than any of your competitors?” So read further to learn more about how you can identify and express a value proposition in five simple steps using the MECLABS value proposition worksheet.

How Reversing the Funnel Increased Sales by 14% for a Sales Incentive Company

Certif-A-Gift Company had always invested most of its time and resources at the very top of the marketing funnel by building awareness among its channel partners. Read on to find out how reversing the funnel led to a 14% sales increase for the company.

How Dissatisfied CEOs Push Marketers into the Future

According to a MarketingWeek article, 70% of CEOs have lost trust in marketers. However, CEOs have just woken up to a new trend in marketing: aligning key performance indicators (KPIs) with clear marketing objectives. This disappointment is merely a snapshot of what is happening right now. Read on to learn how marketers are making it a goal to improve acting on data to boost performance.

Sales-Marketing Alignment: How consistent messaging helped ADP engage customers at a faster pace

In many organizations, Marketing and Sales tell the same story from very different perspectives, resulting in inconsistent messaging reach prospects. Read on for a high-level breakdown of the five-step process ADP used to achieve Sales-Marketing alignment and to engage customers at a faster pace.

End the budget war of Finance vs Marketing

I look at the challenge that marketers often face when it comes to getting their budgets approved by finance and I wonder why does it have to be so hard? Many financial executives still view marketing as an expense, a.k.a. cost center, rather than viewing it as an asset that creates revenue. What’s the bottom […]

Buy, Build or Both Part 2: The basics of list building

Editor’s Note: This is the second of a series of articles to help marketers and salespeople looking for a reliable lead list. Read the first post here: “List Buying: 3 reasons why this tactic can be deadly for marketers.” In the previous blog post, Mike Volpe, CMO of HubSpot, exhorted marketers to stop buying lists […]

Marketing Strategy: 3 Steps to find the best tactics and results

There have never been more ways to connect with customers, but how can we cut through all of the options, stay within our budgets, and choose what works best for our specific marketplace? Cindy Humphrey advises going back to marketing basics. With more than two decades in B2B sales and marketing leadership positions, most recently […]

Communicating Value Helps Double Inbound Leads and Increase Revenue, Site Traffic and More

To successfully ride the winds of change, emphasize the positive: Look at what your customers value most about you, and make that the focus of your marketing communications. This approach enabled Celarity, a marketing and creative services staffing and recruiting firm, to double the number of candidates it places and increase revenue by more than […]

How to Get the CEO to Support Your Next Marketing Plan

Do you feel you have the full support of your CEO for your marketing plan? I caught up with with a colleague who coaches marketers. He has a lot of experience to offer but he often feels like his hands are tied. He voiced his frustration to me: “Nearly everyone I talked to say they […]

Taking B2B Marketing Mobile: The Pitfalls and Payback

Mobile marketing for B2B is one of the newest marketing channels yet, according to the B2B Marketing Benchmark Report, it ranks second only to whitepaper downloads for growing B2B email lists – even though only 48% of the B2B companies responding have a mobile version of their website. “As more businesses target marketing to mobile, I expect […]

Aha! Marketing Leaders Reveal Their Most Powerful Business Insights from 2011

At the B2B Summit 2011 in San Francisco, Daniel Burstein, Director of Editorial Content at MECLABS, asked me and a few other attendees to reveal our most important “aha” moments in 2011. Our responses are compiled in the video below; hearing what my colleagues had to say produced even more “aha” moments for me, and I’m […]

Lessons from a B2B Summit Coach: Five Steps to Cut through the Noise, Turn off the Hype and Create a B2B Social Media Program that Works

If you’re struggling with managing social media programs in the B2B marketplace, Zuzia Soldenhoff-Thorpe (pictured at below) has some news for you: Most of your peers are too. Why is she so certain? As a research manager for MECLABS Conversion Group, Zuzia spent two full days at MarketingSherpa’s B2B Summit in San Francisco providing one-on-one coaching to […]

Webinar Replay: 2012 B2B Marketing Benchmark Report Reveals How Marketers Can Transform Mounting Pressure, Challenges into Revenue

Warning: If you watch only the first few minutes of this webinar, you might get discouraged about the state of marketing today. However, if you watch the webinar through the end, you’re going to be excited about marketing’s potential for driving more revenue than ever before. At the beginning of the webinar, Jen Doyle, MarketingSherpa […]

Webinar: 2012 B2B Marketing Benchmark Report Reveals How Marketers Can Transform Mounting Pressure, Challenges into Revenue

I am especially looking forward to the next B2B Lead Roundtable webinar. You should be, too, if you’re eager to find out how your peers are responding to today’s marketplace, and how this represents an unprecedented opportunity to drive the highest performance from your marketing efforts. Jen Doyle, MarketingSherpa Senior Research Manager and Lead Author […]

Have a minute? Brian Carroll reveals how sales teams pay dearly for cheap data

The temptation to buy data at pennies per contact – especially when you have limited resources – can be overwhelming. But whatever you do, you must resist. In the short video below, taken at MarketingSherpa’s B2B Summit in Boston, Brian Carroll explains why. [youtube clip_id=”ytBYIuNaxnM” width=”600″ height=”400″] Did you find this valuable? If so, remember, […]

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