I'm proud to announce that Gartner has named Bizible a "Cool Vendor" after analysis by Noah Elkin, Research Director of Multichannel Marketing at Gartner.
My friends outside of B2B marketing have asked me “What’s marketing operations?” and honestly, I found myself rambling with answers.
Since marketing operations is such a new role, it’s still evolving and solidifying -- when speaking with people on MarketingOps.com and industry tradeshows, it seems every company thinks about it a little differently.
However, I think it’s digestible to three distinct functions: technology, data, and alignment.
Microsoft’s acquisition of LinkedIn holds enormous potential for helping B2B marketers reach their audiences and improve revenue generation.
Announcing the reinvention of productivity and business processes, Satya Nadella, CEO of Microsoft, explains:
As these experiences get more intelligent and delightful, the LinkedIn and Office 365 engagement will grow. And in turn, new opportunities will be created for monetization through individual and organization subscriptions and targeted advertising.
As marketers we took a close look at the implications for online advertising.
In this post we’ll discuss the possibilities that emerge from one of the biggest tech acquisitions to date.
Topics: B2B Marketing
This isn’t a very long post, but it’s an important one. I truly think the next generation of B2B Chief Marketing Officers will come from the Marketing Operations function. To illustrate my point, let’s look at where past and present CMOs have been sourced from.
Over the last six months, we’ve been making major transformations within our marketing team. Not the structure of our team, but in the way we approach customer acquisition. Up until this started, we’ve been a nearly 100% inbound-driven team (assuming you include PPC as inbound).
Then we started doing more account-based marketing with outbound calling, company targeted ads on LinkedIn, mailers… In all, about 60% of our demand now comes from account-based marketing, up from maybe 10% a year ago.
We’re a marketing team of 8, with 4 content ninjas, which is an unusually high ratio. As we’ve moved to be primarily account based, how has our content approach changed to keep the team productive?
Most B2B businesses prescribe to the waterfall approach of marketing. The common funnel. That is, a little bit of prospects drop off at each stage of the funnel. From click to lead, lead to MQL, MQL to opportunity, and opportunity to deal.
It’s at the basis of most everything we do, and has been for many decades, from media to content. According to Forrester, the waterfall marketing funnel looks like this for the average company:
This works, to a degree, especially for companies that DON'T go after enterprise. But it’s a game of odds that works because you're constantly picking off the lowest hanging fruit. However, another way to think about this approach is that the 99% of marketing effort and spend is wasted since only 1 out of 100 leads convert to a customer.
Ad blocking is the process of removing ads (usually display ads or popups) from websites. This is done through a browser extension or more recently, an app installed on a phone. Here’s the diagram Adblock Plus, which has been downloaded 300 million times, uses to describe how it works:
Like many people, I like to reflect on my career, especially my industry and company. Recently, I came to the conclusion that it’s never been a better time to be a B2B marketer.
“What’s in your stack?” Ask that a few years ago and I would assume you were curious what my pancakes are topped with.
We’ve written on this blog the value of MarTech before, but always from a strategic view on how we think about marketing technology. We’ve never really shared what we use.
There are 1876 marketing technologies available to marketers. And that number is growing.
Marketers have been doing lead generation for decades.
Google Ngram, which charts the frequency of any word or phrase found in printed sources, shows lead generation has been in use for at least 50 years.
That’s before the internet. Before content marketing and growth hacking. Before SaaS, AdWords, and attribution. While the work might have changed, the lead generation mindset hasn’t.
And for many marketing teams, generating leads is their goal. That’s unfortunate. When that's the case, CEOs see B2B marketers as second class citizens and sales as the heros because marketing teams aren't driving revenue. This needs to change.