B2B Marketing Blog

Dave Rigotti

Head of marketing at Bizible. Ohio native. Carnivore. Corgi owner.
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Recent Posts

Is the Buzz Around ABM Justified? A Look at Our State of Pipeline Marketing Data

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.

Keep reading Is the Buzz Around ABM Justified? A Look at Our State of Pipeline Marketing Data

Topics: account based marketing

How to Advance Your Usage and Understanding of Marketing Attribution

A few weeks ago, I had the pleasure of presenting at Marketing Loves Sales in Portland, hosted by Obility. It was truly one of the best B2B marketing conferences in the Pacific Northwest. This is the write-up for my presentation for those who couldn’t make it.

Keep reading How to Advance Your Usage and Understanding of Marketing Attribution

Topics: marketing attribution, B2B Marketing

Using Direct Mail to Win More Deals - An ABM Case Study

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.

Keep reading Using Direct Mail to Win More Deals - An ABM Case Study

Topics: account based marketing

[Data] Our Secrets to Generating High Lead Volume From Our B2B Blog

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.

Keep reading [Data] Our Secrets to Generating High Lead Volume From Our B2B Blog

Topics: demand generation, inbound marketing

[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 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

Bizible’s Guide To SiriusDecisions Summit 2018

SiriusDecisions Summit is one of my favorite B2B marketing events of the year. Not only is it packed with insights from leading industry analysts like Ross Graber, but the amount and quality of networking is completely unmatched.

Keep reading Bizible’s Guide To SiriusDecisions Summit 2018

Topics: account based marketing

Why Marketing Should Know Sales Pipeline Coverage (And How To Measure It)

As a founder of the pipeline marketing movement, I’m obviously a big fan of the shift of focus from the top of the funnel to the entire funnel, and the entire buyer journey.

This shift provides a much better foundation for success for both marketing and the rest of the organization. When marketing is measured on the outcome of their efforts, instead of the activities, the team makes better decisions around optimizations, improves the relationship with sales, and ultimately drives more growth, i.e. more revenue.

Keep reading Why Marketing Should Know Sales Pipeline Coverage (And How To Measure It)

Topics: B2B Marketing

The Future of B2B Marketing in an AI Driven World

I’m the type of person who actively manages their career. Both on a micro and macro level. I also enjoy reading about new technologies and trying as much as possible to be on the forefront.

Keep reading The Future of B2B Marketing in an AI Driven World

Topics: B2B Marketing

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