B2B Marketing Blog

9 Articles For CMOs That You (Or Your Boss) Wouldn't Want To Miss

By Lauren Frye
Sep 21, 2015
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As a busy marketing professional, you probably don’t have time to read every blog article that flies by your twitter feed or hangs out in your email inbox. So we’ve collected 9 articles relevant to CMOs and their marketing goals.

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These are for your reading pleasure, and you can peruse them on your bus ride, during your plane flight, or while you’re killing time at a coffee shop before your next meeting.

To navigate to the articles, simply click the image beneath each featured blog heading, or click the "Read more..." link at the end of that section. 

1. 5 Reasons B2B CMOs should be Focused on Marketing Attribution

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Alexis Getscher explains why marketing attribution is one of the most important elements of a marketing strategy. Without understanding where your customer base originated, it’s practically impossible to iterate correctly. But if a marketing team doesn’t understand what’s wrong with a marketing strategy, they’re left with precious few ways to measure improvements.

“Attribution allows the marketing team to report on the numbers that matter,” she says. “It gives a CMO insight into the business-relevant metrics like revenue instead of just focusing on lead generation. Rather than guessing which marketing efforts are doing well, with attribution, decisions can be made based on actual numbers.”

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2. Why Salesforce Campaign Attribution Is More Important Than You Think

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Reporting is the end-all in marketing. If your marketing team is given the proper tools to evaluate their strategy based on specific results, they’re able to iterate and improve their marketing process, channel selection, distribution initiatives, and keyword bids.

Salesforce campaign attribution is a key method of reporting accurately, and Andrew Nguyen explains why, saying, “Marketers use Salesforce campaign attribution to decide which marketing campaigns should be scaled, and which campaigns should no longer be invested in.”

“Identifying poor performing and high performing campaigns means marketers don't waste budget on campaigns that have zero influence. Marketers who begin the job of getting data connected and aligned will be able to avoid the attribution error that is all too easy to make in day-to-day life, and in marketing.”

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3. [Infographic] The Real Difference Between Lead Generation and Pipeline Marketing

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Through a story-esque infographic, the Bizible marketing team explains how lead generation falls short of a comprehensive Pipeline Marketing strategy. While the purpose of marketing used to be all about lead volume, our long B2B sales cycles causes volume to be more of a problem as sales spends wasted time contacting leads that aren’t qualified.

In her discussion of each of the stages illustrated by the infographic, Lauren Frye explains, “In the past, the sales team had to trudge through a very long list of NO’s before coming across the YES that made it all worth it. But in the B2B marketing space, that long list of NO’s becomes very expensive. The question we should be asking is, ‘Which leads are the right leads to pour into our pipeline, and how do we pare down the volume while keeping lead quality high?’”

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4. The Golden Age of B2B Marketing Is Here, What You Need To Know

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Dave Rigotti explains why there’s never been a better time to be a B2B marketer. The B2B marketing community has developed the art and science of B2B marketing to the point that it now fills its own unique space. Instead of being considered a hacked form of B2C marketing tactics, the B2B marketing discipline has become a specialty.

“The best B2B marketers have realized that the CRM is the most critical data source at their disposal,” Dave says, “Sure, CRMs are sales tool, but the data is for marketers. That’s because it holds all the downstream performance metrics like revenue.”

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5. 5 Questions CMO’s Need to Ask Their VP of Sales

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“By answering the right questions, CMO’s and the VP of Sales can deliver an important one-two punch: better lead generation and shorter sales cycles,” Andrew says.

At the end of the day, that’s what every marketer and salesperson would consider the pinnacle of collaborative performance -- more of what they both want. These 5 questions outline how a CMO and VP of sales can discuss how to get more of what they both want -- more revenue in a shorter amount of time.  

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6. How Expert B2B Marketers Create An Unfair Advantage With Omni-channel Measurement

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B2B marketers usually have an extensive budget allocated to marketing through offline channels. Trade shows, conferences, meetups, and other networking and promotional events are always on the schedule. These offline channels generate just as many, if not more, leads that flow into the marketing pipeline. And, these offline marketing efforts often touch leads that have also been tracked through online channels.

The two sides of the story come together with omni-channel tracking. Therefore, to report correct results and ROI, marketers must include these offline channels in their attribution model. “Omni-channel for B2B marketing gives marketers a completely connected view of each channel and an understanding of the entire customer journey,” the article explains.  

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7. Leads Goals Are Dead And We Can Thank Pipeline Marketing

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Lead goals aren’t what they used to be. Our job as Pipeline Marketers is more than just leads. Instead, we’re now responsible for quality and conversions of leads flowing through the Pipeline. A decision that sacrifices volume for quality is a good one, and that’s why lead generation is dead -- Pipeline Marketing killed it.

Dave Rigotti describes this phenomenon, saying, “Focusing just on leads causes misaligned goals with sales (leads vs. revenue), and it results in marketing teams optimizing for cost-per-lead rather than true business growth. If your intention is to grow your business, shouldn’t you focus on generating customers and revenue, not leads?”

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8. 5 Questions B2B CMO's Should Answer To Yield Exceptional Marketing ROI

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Distinguishing between short term and long term ROI, nailing down precise numbers on costs for customer acquisition, and itemizing the amount of generated revenue, are only some of the key topics that Andrew Nguyen covers in this article.

Categorizing leads by various campaigns is the first step to doing proper attribution. These campaigns can originate from a plethora of sources including paid advertising channels, blogs, and referral partners.  Offline channels can also be tracked, such as conferences, trade shows, meetups, and other networking or promotional events.

“Now,” Andrew explains, “When you attribute revenue to each campaign and account for costs, you can measure campaign ROI.”

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9. Here's How 5 Marketing Leaders Built B2B Revenue Engines

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This article shares the perspectives of five marketing leaders about how they built revenue-generation systems for their marketing team. Defining the correct goals, choosing the right metrics to measure success, doing adequate prep work, and listening to customer insights are only a few of the important initiatives that cause these marketing systems to thrive. It takes persistence, forsite, and ruthless pursuit of the most-effective solutions.

“If you’re just starting out,” Andrew writes, “Or tasked with building a demand generation program at an organization, it’s one of the few opportunities you’ll get to build it right the first time.”

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The common denominator among all of these recommended articles is a focus on accurate marketing reporting from a full-funnel perspective. Knowing where leads came from (their very first exposure to your marketing strategy) and where they ended up (conversions to leads, opps, and customers) will enable your marketing team to back up and see the real picture created by the puzzle pieces. Only then can you tell when certain pieces are out of place.

Attribution puts the spotlight on top-performing channels, and it allows marketers to reallocate wasted spends from ineffective marketing initiatives. A CMO who is all about attribution will establish the foundational components that their team needs to market well.

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