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Pipeline Marketing Blog

Why B2B Marketers Don’t Like Articles on Sales Alignment

B2B marketers are constantly looking for ways to improve, optimize, and increase the ROI of the marketing they do all day, every day. We throw our best efforts into the digital void and hope they return as impressive revenue figures, productive KPI reports, and a positive impact on the bottom line.

How well the marketing team works with the sales team is one of the influential factors in this larger strategy.

And, as tons of articles in cyberspace tend to tell us, it’s true that sales alignment is very, very important. However, most of the articles that cover this topic do little in the way of explaining how marketers should actually go about “aligning” with their sales team.

Keep reading Why B2B Marketers Don’t Like Articles on Sales Alignment

Best Practices For Identifying And Developing Marketing Personas For ABM

When transitioning into the account-based marketing (ABM) mindset, one of the critical changes is thinking in terms of accounts instead of leads. You’re not just marketing and selling to whichever individual downloads your content or interacts with your website, you have to be thinking about the entire account -- the whole team of people on the other side involved in the eventual decision.

To be able to understand and wrap your head around the multiple people that you want to engage within a target account, it’s essential to think about personas. These are the types of key stakeholders that you expect to be involved in the deal.

To create great personas that will help both your marketing and sales teams be successful, you must understand how to do two things: 1) identify your multiple personas and 2) develop each of their profiles.

Keep reading Best Practices For Identifying And Developing Marketing Personas For ABM

Topics: persona, account based marketing

Matt Heinz on How to Increase Marketing's Influence on Pipeline Growth and Closed Deals

In May, Matt Heinz, of Heinz Marketing, debuted his book Full Funnel Marketing during the Marketo Marketing Nation Summit, and now the book is available to marketers everywhere as a  free download. The book covers best practices, advice, strategies and tactics for B2B marketers to increase the impact and profitability of their efforts.

It has been a long-held belief in the Bizible office that marketers should align themselves with Sales and be responsible for a revenue goal, and Full Funnel Marketing supports these ideals.

Keep reading Matt Heinz on How to Increase Marketing's Influence on Pipeline Growth and Closed Deals

AdWords Industry Benchmark Report Deep Dive: Software and SaaS

Last week we released the 2016 AdWords Industry Benchmark Report. The report includes unique data about the down-funnel impact AdWords is having for companies across six different industries.

Keep reading AdWords Industry Benchmark Report Deep Dive: Software and SaaS

Topics: adwords

How We Revamped Our LinkedIn Ad Strategy For Full-Funnel Marketing

Like many marketers, we used to think that Social was only effective as a top-of-the-funnel discovery channel.

When we started using a multi-touch attribution solution and model to measure all of our marketing, including Social, we learned that we were severely overvaluing the impact Social had on revenue. The data from a single-touch model was inaccurate by as much as 25%.

After seeing the new and more accurate data, we knew that we had to re-think how we used our paid social channels, primarily LinkedIn.

This post will walk through how we now use LinkedIn for full-funnel marketing.

Keep reading How We Revamped Our LinkedIn Ad Strategy For Full-Funnel Marketing

Topics: linkedin

Why a B2B Marketing Budget should be "Prove It to Use It" not "Use It or Lose It"

It’s easy for marketers to look at their budget as an end in itself. "We have [this] much money to market with, so let’s use it." But just because the money has Marketing’s name on it doesn’t mean that B2B marketers should allow themselves unfettered access to that cash.

At the end of the quarter, marketing teams often scramble to spend the remainder of their budgets. While this is understandable given usual budget allocation paradigms (use it or lose it), this type of spending may be a little suspect.

Keep reading Why a B2B Marketing Budget should be "Prove It to Use It" not "Use It or Lose It"

The 9 Circles of B2B Marketing Hell

B2B marketing and sales is a drawn out process that takes months, or longer, to convert leads to customers. That extended timeframe means tons of touchpoints, multiple leads from single accounts, lots of nurturing, and too many opportunities to fall into marketing hell.

But, if you know what to avoid, it’s much easier to navigate the marketing landscape and steer clear of traps. Below, read about the 9 circles of B2B marketing hell and what you can do to avoid them.

Keep reading The 9 Circles of B2B Marketing Hell

Ebook Analytics and What We Didn't Expect to Find Out

It’s the attribution solution’s fault, honestly. We never would have discovered these analytics otherwise. Comparing top-of-funnel metrics to bottom-of-funnel results is the best way to challenge assumptions with cold, hard data. And this test case was no exception.

When reporting on eBook analytics, B2B marketers usually analyze landing page views (equivalent to CTA clicks on blog posts, ads, etc.) and form fills (equivalent to eBook downloads). If a form fill equates to a “lead” at your organization, then the number of downloads also equals the number of leads that eBook has generated.

Keep reading Ebook Analytics and What We Didn't Expect to Find Out

Announcing The 2016 AdWords Industry Benchmarks Report

AdWords has long been a critical channel for certain B2B industries. When developing a marketing team’s channel mix, it’s a given that AdWords will be an integral part. It’s a proven lead generator, but just how much does AdWords contribute to down-funnel metrics like revenue?

Too often, B2B marketers don’t have a full understanding of what happens after a lead is created. Marketers often also don't know what to expect in terms of ROI when investing in paid media. So we decided to explore these questions in our AdWords Industry Benchmarks Report.

Keep reading Announcing The 2016 AdWords Industry Benchmarks Report

Topics: paid media, google adwords

All 11 Marketing Attribution Models, Explained

A few months ago we put together an attribution flow chart to help marketers figure out which attribution model was the right fit for their situation. Based on questions like, “How many marketing channels do you use?” or “How long is your marketing cycle?,” the chart recommended appropriate models.

In this post, we’ll dive deeper into all 11 attribution models and explain the pros and cons of each.

Keep reading All 11 Marketing Attribution Models, Explained

Topics: attribution models

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