Fast CMO magazine

We're excited to announce the publication of Fast CMO magazine edition 6. Our magazine shares stories, reflections, and descriptions of what's happening today in B2B marketing.

It spans a variety of industries, focusing on diverse channels to deliver a thoughtful overview of where marketing leaders are finding success.

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As Head of ABM at Marketo, I’m always eager to learn how others are doing account-based marketing (ABM) and the success they are having. We all know that ABM has been exploding in popularity thanks to new technologies that make it possible to execute and measure ABM at scale, like our Marketo ABM and Bizible ABM solutions.  But is that buzz justified? The only way to find out is to look at the data, which is why I had to look at survey question results from the State of Pipeline Marketing report.
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You’re behind in revenue, but most of the quarter is already passed. Typically, marketing says there’s nothing more that can be done and moves to the next quarter. Not at Bizible!

Before we were acquired by Marketo, we found ourselves behind plan with only a month in the quarter. Instead of blaming sales, the marketing team quickly brainstormed a few ideas to make an impact.

One of those ideas, a direct mail campaign to decision makers at open opportunities, paid off big.

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One of the best ways to learn is by talking to experts. That's why we started Fast CMO magazine.

We recently launched the fifth edition and if you manage a B2B marketing org, we're confident you'll like what's inside .

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Despite lots of chatter around ABM, companies continue to smartly place emphasis on inbound marketing execution, especially content marketing. Content marketing is one of the few marketing channels that has compounding growth (i.e. effort is long lasting), is educational in nature (i.e. helps build the category), and creates intent, which is great for conversion rates.

However, it’s still important to capture this initial inbound interest and convert it to something more meaningful for your business. One of the highest value things we’ve done at Bizible has been to implement upgrade offers. Upgrade offers are CTAs on ungated content that convert the interest (and unknown visitor) to a lead, which then triggers sales engagement.

In this post I’ll share the upgrade offers we’ve tried along with associated stats.

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At Bizible we love looking at data to help us improve the profitability of our marketing. We're revenue focused and love sharing data in order to help you be performance-minded when it comes to managing B2B marketing teams.

We're working on a set of benchmarks for all B2B marketing channels and want to share some early results. In this post we'll look at LinkedIn paid media ROI.

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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.

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.