Pipeline Marketing Blog

A Complete Guide To The Buyer Journey

The buyer journey is often described in terms of content needs or customer needs. While these are important, there lacks a clear description of the buyer journey in terms of the goals and role of the marketer.

The job the marketer is create revenue, and in order to get there they must succeed at each of the four stages of the buyer journey.

In this post we explain how marketers can fully succeed at converting prospects at every stage of the buyer journey.

Keep reading A Complete Guide To The Buyer Journey

Topics: B2B Marketing

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]

25 B2B Engagement Tactics For All Marketing Funnel Stages

With the myriad of available B2B marketing engagement opportunities, which strategies should marketers use, and at what point in the buying journey? At which of the marketing funnel stages are prospects prepared for various types of outreach?

Here are 25 different engagement tactics, organized by funnel stage, and designated by category -- content, social, paid media, direct mail, and events. If you’re looking to bolster your marketing strategy across the board (or just at one specific funnel stage), these tactics can help boost prospect, lead, and/or opportunity engagement.

Keep reading 25 B2B Engagement Tactics For All Marketing Funnel Stages

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

B2B Analytics: Accessing And Using Advanced B2B Marketing Metrics

One of major benefits of working at Bizible is  “dog-fooding” your own product. We get to test new product features each month and it’s like being the test driver for every new Ferrari model. Ok, maybe not exactly, but still rewarding if you love numbers and marketing.

Keep reading B2B Analytics: Accessing And Using Advanced B2B Marketing Metrics

Topics: Marketing Analytics

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

How to Build a Successful Content Marketing Campaign

Running a successful content marketing campaign requires that your content attracts visitors and entices them to come back for more. It’s not enough for your marketing efforts to attract just anyone. They need to attract the right people, the people who care about what your business offers. Those people are the ones who will become dedicated customers.

Keep reading How to Build a Successful Content Marketing Campaign

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

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
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