It’s that time of the year, again, where we reflect on our past work and look for ways to improve in the coming year. For our Pipeline Marketing Blog, it means analyzing the success of the articles we published in 2016 with the goal of continuing to produce high quality content for our readers like you in 2017.
So when we do analyses like this, how do we determine success? Since we switched to a (mostly) ABM strategy at the beginning of 2016, our criteria is based on touchpoint engagement with the people that we want to reach -- contacts from A, B, and C grade accounts. Essentially, how many target contacts read our blog posts.
Going through this analysis brought up some interesting findings:
First, it’s important to understand that this criteria benefits posts that were published earlier in the year since they had more time to engage our audience. No posts after mid-August cracked the top ten. However, the first half of the year only produced half of the top ten posts; the remaining five posts were published in either July or August. Knowing this, we will continue to do this analysis to make sure we can identify and learn from our successful posts later in the year.
Five of the blog posts were either an infographic or were based on a featured image. There are several ways to take in information and learn new things. Visuals are extremely helpful, especially when it comes to somewhat complex concepts like pipeline marketing, account-based marketing, attribution, and reports with a lot of data.
Three were exhaustive (or near exhaustive) lists. I think this says two things about our readers: one, they love one-stop shop pieces of content, and two, they appreciate reference pieces that they can bookmark and come back to when they want a refresher.
Finally, four of the ten were related to account-based marketing. We didn’t do a touchpoint engagement-based top 10 analysis in 2015, but I’m sure there weren’t that many last year. ABM has grown dramatically in 2016 and is poised to keep gaining in popularity in 2017.
Without further ado, here are our top ten blog posts from 2016.
10. Building a B2B Marketing Stack that Drives Full-Funnel Decision Making (4/18/16)
Last year, Datapipe won first place in the Stackie Awards for the representation of its marketing stack. Regarding the stack, Scott Brinker of Chief Martech wrote, “This is a beautifully thought out marketing stack. It’s organized primarily by flow across the buyer’s journey, which keeps the customer in mind throughout its architecture… The synthesis of these different lenses into a cohesive design is remarkable.”
This year, although the stack has remained relatively the same, Datapipe made one small change that is transforming its view of Marketing’s impact throughout the sales cycle.
They wanted to improve the ability to track and attribute all marketing touchpoints to leads, opportunities, and revenue within Salesforce. For that reason, they implemented B2B marketing attribution. Read More
9. The 9 Circles of B2B Marketing Hell (7/20/16)
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. Read More
8. [INFOGRAPHIC] The Periodic Table of ABM Elements (8/18/16)
Charts, frameworks, and other organized forms of visualizations are a great way to learn and better understand marketing. That’s why we’ve been working hard to create more of them -- like this B2B marketing sophistication framework and this ABM orchestration template.
ABM, as a marketing concept, is relatively new and complicated. There are tons of elements, from lists and demand channels to content and measurement. It can be hard to sort them all out in your head.
That’s why we built the Periodic Table of ABM Elements. It’s a way to visualize and organize each part of ABM that's fun and memorable. Using the individual elements, you can start to build your ABM campaigns and see exactly what each campaign requires. Read More
7. Don’t Recreate The Wheel. Here’s Your ABM Orchestration Template. (8/5/16)
Ready to get started with ABM but don’t know where to start? Maybe you’re just struggling to map out all the pieces that are required for an integrated ABM effort?
Once you’ve decided that ABM is the right strategy for your organization, it can be tough to get the ball rolling. What role does the sales team have? What role does the marketing team have? What’s the timeline for executing your initiatives? These are all things that you need to figure out to run a smooth ABM program.
With help from Matt Heinz (President, Heinz Marketing), Sangram Vajre (Co-Founder and CMO, Terminus), and the ABM Leadership Alliance, we’ve created the first ever ABM demand orchestration template just for you. It includes everything you need on both the Marketing and Sales side to create a robust ABM plan. Read More
6. 45 Impressive Marketing Operations Champions You Should Follow [Infographic] (7/11/16)
Marketing operations success continues to grow in importance. The marketing operations function allows organizations to deliver the right message to the right segment at the right time.
Who are these unsung heroes? Read More
5. All 11 Marketing Attribution Models, Explained (7/15/16)
In this blog post, 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. Read More
4. Here's The Account-Based Marketing Metrics Cheat Sheet (2/16/16)
As much as marketing reports exist to add measurability to a bunch of activities, there’s nothing more gratifying than showing proof of success. For account-based marketing, the proof is in accelerated deal velocities and the rate of new deals.
Measuring success is the final step, but the seeds for data accuracy and actionable reporting are planted early.
In this post we cover the tracking and metrics you need to understand what great account-based marketing looks like -- most importantly, what great ABM should look like at your company.
We’ll talk about measuring account coverage, engagement, influence, and revenue, all of which helps marketers understand how to increase deal velocity and close rates. Read More
3. Ultimate List of 22 Account-Based Marketing Tactics (3/29/16)
How do you do account-based marketing? Here’s a list of 22 tactics account-based marketers can use to reach and engage their target companies, expand the funnel, and create advocates for their product or service offering. If you’ve been looking for a long list of ABM strategies, you’ve found it.
Pick and choose from the list according to the best fit for your company’s budget, industry, and B2B marketing approach. Read More
2. 3 Skills Demand Generation Marketers Must Master Or Risk Going Extinct (2/29/16)
Demand gen marketers are a lot like hunter gatherers. A hunter gatherer’s basic job is to track and hunt for food.
Successful hunters were the ones who could understand the landscape, recognize the tracks of animals, and predict their location. Experienced hunters could observe evidence of movement and determine the type of animal that caused it, when it was there and where it is going.
Good hunters could adapt to the environment, as reflected in research on why humans and not Neanderthals were able to avoid extinction during dramatic changes to the environment such as the Ice Age.
Can demand generation marketers really learn from cavemen? Read More
1. [Infographic] The Periodic Table of Elements for B2B Marketing Attribution (1/6/16)
As the scientific community recognizes four new elements on the scientific periodic table, it seemed fitting for revenue-focused B2B marketers to join the club with our own chart. The Periodic Table of Marketing Attribution displays the key components necessary for a fully functional, data-driven attribution strategy. Read More