B2B Marketing Blog

[Book Review] ‘Engage to Win’ - Marketing in a Customer-Centric World

I had the chance to read Engage to Win by Steve Lucas, the CEO of Marketo (which is Bizible’s parent company). It shatters decades of thinking on marketing execution.

The world has changed drastically in just the last few years. It’s become saturated with channels, messages, expectations, and competitors. Customers know this and it’s no secret that they are demanding more.

Keep reading [Book Review] ‘Engage to Win’ - Marketing in a Customer-Centric World

Topics: engagement economy

Moving Marketing from Cost Center to Revenue Center (Survey Data)

One of my favorite times of the year is being able to dig into the raw results of the State of Pipeline Marketing report. Now in its 4th year, the report is based on survey responses from over 400 B2B marketers and provides a wealth of insights.

A great question this year was: What is marketing's perceived reputation in your organization: Cost center or revenue center? Overall, the question was quite polarizing. Fifty-three percent of respondents said cost center and 47 percent said revenue center.

Let's explore possible explanations as to why certain marketing teams are perceived as a revenue center instead of a cost center. And perhaps this will inspire ideas for your marketing organization. 

Keep reading Moving Marketing from Cost Center to Revenue Center (Survey Data)

Topics: state of pipeline marketing

How Activity Attribution Untangles the Interplay Between Sales and Marketing Touchpoints

How do you track where a deal originates? It’s a perennial challenge for marketers, and one that is not easily solved. Relying on one field, or even a set of fields, to associate where a deal came from does not capture the whole story. What about all the interactions that weren’t first or last touch? Often times those are the ones that lead the prospect to the moment of accepting a meeting or signing a contract.

We knew we had a problem understanding where our deals were coming from, so in February of 2017 we chose Bizible as our attribution platform to help us solve this issue. We implemented it way before we ran any major paid spend, so that we didn’t have to deal with partial data. Most of our actions at that time were offline, so enabling the Salesforce campaign sync to Bizible allowed us to report retroactively as well to get a complete picture.

Keep reading How Activity Attribution Untangles the Interplay Between Sales and Marketing Touchpoints

Topics: activity attribution, sales activity tracking

Introducing the 2018 State of Pipeline Marketing Report

Pipeline Marketing, the methodology that focuses on impacting the entire funnel rather than just the top, is being embraced by more B2B marketers and B2C marketers with sales teams than ever. Metrics that capture more of the funnel—sales opportunities, pipeline, and revenue—are increasingly the primary marketing metrics for making plans, optimizing engagement, and measuring success.

Using these down-funnel metrics is paying off, too. Pipeline marketers are more likely to hit their revenue goals, report alignment with broader business objectives, be aligned with their sales counterparts, and be perceived as revenue centers.

The 2018 State of Pipeline Marketing Report, the fourth annual, is based on survey responses from over 400 B2B marketers.

The new report includes powerful, new data about how successful marketers approach the planning, execution, and measurement phases for their organizations, and the benefits of doing it well.

Keep reading Introducing the 2018 State of Pipeline Marketing Report

Job Board: Connecting Revenue-Focused Marketers to Revenue-Focused Companies

At Bizible, we pride ourselves on having the best customers in the world. They’re hardworking, smart and eager to grow and learn more as marketers. Importantly, they all have one big thing in common: they’re focused on driving revenue.

Keep reading Job Board: Connecting Revenue-Focused Marketers to Revenue-Focused Companies

Demand-gen or ABM: How to Use Metrics to Determine Where Your Prospects Go

Ah yes, the match up of the decade: Demand-gen vs ABM. Two marketing approaches that are battling for B2B marketers’ precious marketing dollars.

Some say that account-based marketing is the way of the future. After all, 87% of B2B marketers have agreed ABM delivers a higher ROI than other marketing activities.

But, while this battle makes for great headlines, the truth of the matter is that demand-gen and ABM are actually more like marketing sidekicks rather than rivals.

Keep reading Demand-gen or ABM: How to Use Metrics to Determine Where Your Prospects Go

Topics: account based marketing

How to Measure ABM Without Drinking Too Much

This story starts a few years ago. I was head of product marketing at a big data company, and my senior director of inside sales and I realized we had a big problem: after years of trying to get a good lead flow going through inbound marketing, our sales team still felt like they were starving for viable leads. In the absence of qualified inbound leads, inside sales would haphazardly try to find good target accounts, and they weren’t having much luck.

What could we do to make sure we were generating high quality leads so that the sales team would be happy? What could we do with limited resources? How could marketing and sales work together to generate more pipeline?

Keep reading How to Measure ABM Without Drinking Too Much

What Bizible + Marketo Means

It’s been about a month since we announced Marketo’s acquisition of Bizible on stage at Marketing Nation Summit, and with time to reflect and have many conversations with the Bizible and Marketo teams, I couldn’t be more excited for Bizible’s future at Marketo.

We started Bizible seven years ago with the mission to help marketers connect their marketing to revenue so that they could make smart decisions and grow their companies. It’s a simple idea, but a complex challenge.

Keep reading What Bizible + Marketo Means

How Bizible Uses Bizible To Measure Account-Based Marketing

I have yet to meet a company only doing account-based marketing (ABM). If a company is doing ABM, it doesn't mean they completely stop doing demand generation. We’re no different at Bizible. That’s one reason I coined the term account-based demand.

After a long run of exclusively doing demand generation, we started to see the value of ABM when our average deal size reached about $24,000 of yearly revenue. Because we now do both ABM and demand generation, we think of about measurement of the two holistically: company growth is always the eventual goal of our marketing and the best way to measure that is with revenue.

Before we get too deep in the measurement of our marketing, let’s first look at how we do marketing. For ABM specifically, we have a number of marketing technologies which are critical to our execution success.

Keep reading How Bizible Uses Bizible To Measure Account-Based Marketing

Topics: account based marketing

How to Implement An Advanced Marketing Attribution Model Across Your Entire Company

Implementing marketing attribution is not an overnight process. It's a journey that doesn't need to turn into a change management nightmare. 

In this post we discuss the nuts and bolts of implementing an organization-wide attribution model. It's all based on Sameer Khan's presentation at the 2018 MarTech Conference. 

Sameer Khan is Founder of Marketing Ops Pros. His presentation outlines the internal process for rolling out a company-wide attribution model at cloud security company, Alert Logic. 

Here are the takeaways. 

Keep reading How to Implement An Advanced Marketing Attribution Model Across Your Entire Company

Topics: marketing attribution

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