Misleading Data! 33% B2B Marketers Don’t Measure ROI

New data reveals that many B2B marketers are committing a major marketing no-no by failing to measure and report return on marketing investments to senior executives. According to a recent B2B marketing survey conducted by Sagefrog Marketing Group: Only 1 in 3 B2B marketers worldwide report financial-contribution metrics to senior management. Though one third track revenue metrics (associated with marketing-generated opportunities, closed deals, and percentage of total sales), they fail to communicate their findings to upper management. 58% are reporting on marketing performance metrics like leads, and 48% are reporting opportunities generated. However, they don't report metrics READ MORE ›

By |Strategy, Velocity|
Read More

12 Online Lead Generation Mistakes to Avoid

The internet is a tough environment to make a sale, or even commence and influence a sale, especially for small to medium businesses. It's so crowded with competition and flooded with data that when someone does visit your site, it's a ever increasing challenge for B2B marketers to keep them there. Unfortunately, getting Google searchers to land on your site is only half the battle. Briefly skimming your homepage is different to sticking around and reading your content. People have almost zero patience when they're browsing online, so it's imperative to do whatever you can to keep READ MORE ›

By |Strategy|
Read More

B2B marketing leads: born from opportunity or relationship?

Hugh Macfarlane, Founder & CEO of align.me, writes... While it is the stuff of frequent debates between Sales and B2B marketing professionals, this is a bit of a chicken and egg argument, because of course they’re interdependent. In B2B marketing, this means figuring out how to optimise leads regardless. Sales relationships require human contact, so even if B2B marketing automation techniques are generating a healthy flow of leads to your company – the process doesn’t stop there, (and probably didn’t start there either). So how do you know you’re doing enough chicken and enough egg? Donna J READ MORE ›

By |Strategy|
Read More

Science at the top of the B2B marketing Funnel

Hugh Macfarlane, Founder & CEO of align.me, writes... Do you know how to use the internet to find B2B marketing leads? If you’re reading a B2B marketing blog, then your answer is likely a yes. But then comes the other obvious question: are the leads you find via your internet searches of the right quality? There are some great technology solutions designed to help you scour the information on the web for leads, but the biggest costs are incurred by the sales force well after the leads is landed. So how do you get a quality list READ MORE ›

By |Strategy, Tactics, Velocity|
Read More

How to build a revenue playbook for B2B marketing

Hugh Macfarlane, Founder & CEO of align.me, writes... In B2B marketing it pays to have a plan. The problem is that often companies recycle ineffective plans based on traditional B2B marketing, rather than revenue marketing. A successful transition from one way of doing things to another depends on having the right information to guide you. Even better, if you can follow a proven, well-worn path, you will get to the main road a lot faster than you would alone. If one path is growing revenue and the other isn’t, you need to know which one is which, and READ MORE ›

By |Strategy, Tactics, Velocity|
Read More

Top of Funnel data strategies for B2B marketing – choosing demand generation technology

Hugh Macfarlane, Founder & CEO of align.me, writes... What value does demand generation technology add to B2B marketing? There are so many complex technology solutions out there that it can become overwhelming to think about which fit your needs well (and that’s once you know what you need). B2B marketing professionals can be forgiven for holding back, but risk seeing their competitors stride ahead, taking early advantage from new technologies. So how do you choose the right platforms for your company? At DemandCon in San Francisco next week, Michael Bird, Chief Revenue Officer of Netprospex will READ MORE ›

By |Strategy, Tactics, Velocity|
Read More
    Go to Top