Pipeline Marketing Blog

Jordan Con

Jordan is a content marketer at Bizible

Recent Posts

The Key to Overcoming Internal Alignment Challenges When Scaling Your ABM Strategy

Implementing an account-based marketing strategy is no easy feat. But once it’s launched, life becomes a lot easier, right? Wrong.

There are several challenges that spring up when scaling an ABM strategy—transitioning it from a shiny new toy to a full and effective marketing strategy.

One of the biggest challenges is creating true alignment between Marketing and Sales. While marketing is in the name, Sales (and even Customer Success) plays a big role in executing an effective ABM strategy, too.

To seek some answers for how to overcome misalignment between departments, we went to Dave Rigotti, VP of Marketing at Bizible, for some input.

Keep reading The Key to Overcoming Internal Alignment Challenges When Scaling Your ABM Strategy

What Is Full Funnel Visibility? And How Do You Get It?

There’s no debating the B2B buyer journey is long and complex. They often last multiple quarters, and involve dozens of touchpoints and a handful of contacts. Last summer we analyzed our buyer journey and found that our average customer had 20.65 touchpoints before closing.

As an increasing number of marketers are focused on improving the customer journey, it’s important that they can see the full picture. From a data perspective, that means having access to the data on each of the touchpoints in the journey, from the very first anonymous visit to becoming a closed-won customer—full funnel visibility.

Keep reading What Is Full Funnel Visibility? And How Do You Get It?

Best Practices for Revenue Ops: Data & Analytics

As data plays an ever-increasing role in today’s B2B organizations, both marketing and sales operations professionals are in position to solidify their place as critical revenue drivers.

As outlined in the ebook, The Rise of Revenue Ops, there are four key pillars to revenue ops: Management & Strategy, Process Optimization, Technology & Project Management, and Data & Analytics. In this article, we’ll focus on best practices for the fourth pillar, Data & Analytics.

Keep reading Best Practices for Revenue Ops: Data & Analytics

B2B Marketing Experience: The Case For and Against Gated Content

Gated content—ebooks, reports, and other downloads hidden behind a form—has long been a part of the B2B playbook. If you’re going to take the time and effort to put together a great PDF download, you should be getting something of value (contact information) in return, right? ...Right?

The argument for and against gated content has been going for years, with pendulum-like shifts in marketers’ attitudes and beliefs. So why are we taking a look at this now? What’s stopping this article from merely reflecting the current whims that may change in the near future?

Keep reading B2B Marketing Experience: The Case For and Against Gated Content

Are You Measuring Event Marketing The Right Way?

For many B2B marketing departments, event marketing takes up a significant portion of the budget. According to the State of Pipeline Marketing Report 2016, 72.2% of B2B marketers invest in conferences and/or tradeshows, the sixth most commonly used channel.

While events can be highly effective opportunities, they pose a measurement challenge for many marketers. Digital channels are fairly easy to track. As prospects come to your website, they leave a digital footprint which allows marketers to understand their behavior—where they came from, what pages they visited, and if they filled out any forms. This information is critical for measurement and, more specifically, for attribution.

Keep reading Are You Measuring Event Marketing The Right Way?

[White Paper] Best Practices for B2B Marketing Attribution in 2017 and Beyond

Several recent reports have found that a significant amount of B2B marketers are currently taking a hard look at attribution. Whether they’re looking to implement attribution for the first time or looking to upgrade their attribution solution, it’s a critical area of research.

According to the State of Pipeline Marketing Report 2016 which was published in November, 30.2% of B2B marketers reported that they were planning on changing their attribution model in the next 6 months and a further 42.4% said that they were unsure. AdRoll’s State of Performance Marketing 2017 confirms this sentiment, finding that 57% of marketers are changing their attribution model this year. They are even declaring 2017 “the REAL year of attribution.”

Keep reading [White Paper] Best Practices for B2B Marketing Attribution in 2017 and Beyond

Topics: attribution

Kickstart Your Marketo Summit Experience

As we get closer to Marketo Summit, our planning intensifies, both as sponsors of the conference and as attendees. Even though we’re still many weeks away, the conference is at the forefront of our minds.

Going to the Summit in San Francisco for several days isn’t cheap, so attendees are well-served doing prep work well in advance in order to take advantage of all of the opportunities and squeeze as much value as they can out of being there.

Keep reading Kickstart Your Marketo Summit Experience

What Is Adaptive Analytics? And Why Does It Matter For B2B Marketers?

Adaptive analytics is a new term for most B2B marketers. I interviewed Dave Rigotti, VP of Marketing at Bizible, to get some insight into the newest technology in the B2B marketing analytics space. In the interview, he explains what adaptive analytics are, why it matters for B2B marketers in 2017 and beyond, and what it takes to get started.

Keep reading What Is Adaptive Analytics? And Why Does It Matter For B2B Marketers?

82% of CMOs Have Goals that Align with Revenue Targets — A Discussion on Marketing Performance Management with a Forrester Analyst [Video]

What does the marketing performance management space look like in 2017? Where does multi-touch marketing measurement fit and what are the benefits?

Allison Snow is a Senior Analyst on Forrester’s B2B marketing team with a focus on marketing performance management. She recently discussed her research and perspective on the marketing performance management space, including Bizible’s role as a multi-touch marketing measurement and insight solution.

Keep reading 82% of CMOs Have Goals that Align with Revenue Targets — A Discussion on Marketing Performance Management with a Forrester Analyst [Video]

How to Evaluate Demand Opportunities in 5 Steps

B2B marketers are always looking for ways to reach their target audience and drive more demand. Simultaneously, there are tons of vendors and media that sell opportunities to drive that demand -- that could be ad buys on a cost per click (CPC) or cost per impression (CPM) basis, opportunities to participate in events/conferences where your audience will be, or a number of other possibilities.

The decision of which opportunities to go for and which to pass on can be tough for marketers to evaluate because on the surface, they’re often not an apples to apples comparison.

In this post, we’ll discuss how to evaluate the various demand opportunities as objectively and as data-driven as possible.

Keep reading How to Evaluate Demand Opportunities in 5 Steps
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