Pipeline Marketing Blog

Jordan Con

Jordan is a content marketer at Bizible

Recent Posts

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

Leveraging Unique Data For Powerful Content Marketing

As a content marketer, I’m always trying to deepen my understanding of our audience. What information are they looking for and how can I provide something that’s valuable? To figure this out, we look at the data. What are people -- specifically our target contacts and accounts -- engaging with and what content is moving them down the funnel?

Whenever we look back at our best performing content, the data is pretty clear: when we leverage our unique data, our audience responds.

Keep reading Leveraging Unique Data For Powerful Content Marketing

The Great Big List of 23 Types of B2B Marketing Campaigns, by Funnel Stage

Need ideas on how to generate high quality demand and turn prospects into customers? You’ve come to the right place. Here is a list of 23 types of B2B marketing campaigns, as well as descriptions of when they are typically appropriate to use.

The list is broken down by stage of the funnel. In line with the pipeline marketing concept, we believe that marketing campaigns can and should have an impact at each stage of the funnel -- all optimized for generating revenue.

Keep reading The Great Big List of 23 Types of B2B Marketing Campaigns, by Funnel Stage

Going All-In and Adapting Salesforce to Do Better ABM

Switching to account-based marketing is a major strategic decision that many B2B organizations are currently facing. Many of the benefits are clear (e.g. sales and marketing alignment), but the costs, especially with the setup and implementation, are unclear and daunting.

While it’s possible to dip your toes in the account-based marketing water without making major changes to your martech stack, to fully commit to an ABM strategy, there are technical changes that need to be made in the CRM centered around switching from leads to contacts.

We recently completed this transition in Salesforce, and, from the other side, we can see the total effort that went into the transition.

Keep reading Going All-In and Adapting Salesforce to Do Better ABM

The 4 Stages of B2B Marketing Performance Management Maturity

Systematic improvements are the best way for a marketing organization to make consistent gains in performance. To have an impact over the long-run, changes should be made at the fundamental level to how the budget gets allocated, how content is created, how performance is measured, etc. That’s why marketing performance management (MPM) has increased as a focus for so many B2B marketing departments.

What marketing performance management means to B2B organizations varies quite a bit. For those who are just developing marketing performance management practices, it can be as simple as tracking channel performance and trying to base budget allocation decisions on demand generation goals. At the other end of the spectrum, the most advanced marketing organizations are able to automate optimization and make smart decisions using predictive insights.

There clearly is some distance between what marketing performance management can mean, so we built this framework to help you think about where you are on the MPM spectrum, as well as how to develop and mature your practices.

Keep reading The 4 Stages of B2B Marketing Performance Management Maturity
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