B2B Marketing Blog

Alexis Getscher

Alexis is a content marketer at Bizible.
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Recent Posts

A Deep Dive into the 2017 State of Account-Based Marketing Survey

Recently, #FlipMyFunnel and the B2B News Network completed the annual State of ABM survey, which received responses from over 250 B2B marketers, with 60% at a director level or higher.

Sangram Vajre, CMO at Terminus and Founder of #FlipMyFunnel, recently sat down with Dave Rigotti, VP of Marketing at Bizible, for a webinar to discuss some findings within the 2017 ABM report.

Keep reading A Deep Dive into the 2017 State of Account-Based Marketing Survey

Marketing Forecasting: How to Build a Strong Foundation for Every Marketing Strategy

How many times have you managed marketing in Excel? 

What B2B marketers try to answer with average conversion rates and forecast models in Excel, often leads to plans that are time consuming to create, unwieldy, and lack forecasting accuracy. 

With the advancements in martech today, marketers are able to move out of Excel to accurately forecast and plan for revenue. Here’s how to do it.

Keep reading Marketing Forecasting: How to Build a Strong Foundation for Every Marketing Strategy

Six Actionable Steps to Build a Strategic Marketing Plan at Your Organization

Building an annual B2B marketing plan is no simple task. The plan must provide a strategy to transform business objectives into marketing priorities and goals, while outlining how to execute and reach those goals. According to SiriusDecisions, Inc., this tends to result in the creation of a plan that falls into one of two categories-- overly complex plans that are hard to understand and therefore not actionable, or overly agile plans that create a lot of activity, but not enough business impact.

To help B2B marketers create an actionable, digestible strategic marketing plan, SiriusDecisions, Inc. created “The Marketing-Plan-on-a-Page Template.” In this post, we’ll go over the key takeaways in the template and how you can apply them to improve the marketing planning strategy at your organization.

Keep reading Six Actionable Steps to Build a Strategic Marketing Plan at Your Organization

The Dangers of a Marketing Team Disconnected from Revenue

Typically, marketers execute a campaign, measure its success, and then use that data to create a plan for the future. This process is a continuous optimization loop, but problems arise when each of these steps is disconnected from the other, with all of them optimizing for different success metrics.

There are excellent marketing execution tools and those tools often come with analytics to track performance. However, those performance metrics are channel specific and segmented from other campaigns. Performance metrics from marketing execution tools are also disconnected from business performance metrics.

To solve this issue, the organization should align planning, execution and measurement to a single, unifying metric-- Revenue.

Keep reading The Dangers of a Marketing Team Disconnected from Revenue

How CloudFlare moved its Marketing Team from a Cost Center to a Revenue Center [Video]

CloudFlare’s team was looking for a way to connect demand generation efforts to pipeline being driven by Marketing, but was unable to through their CRM and marketing automation tools.

In comes Bizible.

Keep reading How CloudFlare moved its Marketing Team from a Cost Center to a Revenue Center [Video]

The Metrics that Matter: A Video Interview with Demandbase

Marketers have been reporting on top of the funnel metrics, when they should be reporting on deal size, funnel velocity and pipeline generation, says Demandbase CMO Peter Isaacson.

We interviewed the CMO, along with Director of Marketing Operations, Nani Jansen and Director of ABM Strategy, John Dering about the metrics that matter and why marketers should be reporting on revenue.

Keep reading The Metrics that Matter: A Video Interview with Demandbase

Measuring the Customer Journey from Leads to Revenue

Attracting high quality leads at the top of the funnel, that turn into closed deals at the bottom of the funnel is the ultimate goal for every B2B company. But how do you get there?

We recently hosted a webinar with Nick Ezzo, VP of Demand Generation at Host Analytics and Sudhir Kaushik, the VP of Product at Captora, for their thoughts on executing marketing campaigns that turn into revenue.

Keep reading Measuring the Customer Journey from Leads to Revenue

Why We Scrapped All But One B2B Event Sponsorship in 2017

Events are often a huge part of a B2B organization’s marketing strategy. They guarantee an audience filled with like-minded individuals who are all interested in the presentations and products surrounding the event industry.

In theory, events that will attract the target personas of your customers would seem like the perfect place to set up a booth and get to connecting. But that’s not always true.

Which is why, in 2017, we’ve decided to only sponsor a single event-- down from nine the year before. Here’s how we know it’s the best decision for our bottom line.

Keep reading Why We Scrapped All But One B2B Event Sponsorship in 2017

How To Plan, Execute & Measure a Direct Mail Campaign

In the closing months of 2016, we wanted to run a campaign that would impact sales opportunities and help our sales team have a great Q4. We decided on a direct mail campaign.

Marketers are flooded with daily emails and it’s hard to rise above the noise. Direct mail can set your company apart. Although it’s easy to overlook offline campaigns because they’re notoriously hard to track, omnichannel attribution simplifies the process.

Below, learn how we planned, executed and measured our most recent direct mail campaign.

Keep reading How To Plan, Execute & Measure a Direct Mail Campaign

The Goals, Priorities and Success Metrics that Shifted for Marketers in 2016 [SOPM Report]

In November, we unveiled the 2016 State of Pipeline Marketing Report. The second annual report surveyed over 350 marketers across various industries, on the topics of marketing channels, priorities, tech and more. We learned a lot about the marketers of 2016, but wanted to know how our new learnings compared to those of 2015. In other words, how the marketing industry has grown over the last year.

Keep reading The Goals, Priorities and Success Metrics that Shifted for Marketers in 2016 [SOPM Report]
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