B2B Marketing Blog

Dave Rigotti

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

From B2B Paid Media Manager To VP of Marketing, Keys To Success

I recently had the pleasure of speaking at SMX West. I focused on my journey from paid media manager to VP of Marketing and how focusing on the outcome of my work along with optimizing for experiences helped my trajectory. I hope you enjoy this blog version of the presentation!

Search engine marketing (SEM) was the original demand generation channel. It was the first digital media channel that made sense for B2B because of its scale and somewhat-OK targeting capabilities (for B2B at least).

However, it’s always been a B2C channel first. Lately there’s been an explosionor resurgence depending on how you look at itof B2B-specific channels like ABM, direct mail, and outbound sales development.

Keep reading From B2B Paid Media Manager To VP of Marketing, Keys To Success

Topics: paid search, paid media

Why Marketing Operations Needs To Be A Lot More Than Execution

The marketing operations profession is BOOMING. LinkedIn shows over 11,000 job openings for “marketing operations” roles, and the average salary for marketing operations managers is nearly $100,000.

It seems like just last year the role was solely about marketing automation and now it’s about so much more. Still though, it’s mostly centered around technologies related to marketing execution. To be fair, it is a big component of marketing operations job responsibilities.

Keep reading Why Marketing Operations Needs To Be A Lot More Than Execution

Topics: marketing operations

Introducing The B2B Marketing Attribution Maturity Framework

At Bizible we often get asked, “What are the levels or phases of marketing attribution?”

Because we’re the #1 B2B marketing attribution provider, we’ve been able to look across our customer base and a number of reports from SiriusDecisions. The result is the creation of the following maturity model.

Measuring revenue at any organization is incredibly important. You’ll make better decisions about your marketing, secure a seat at the revenue table with sales and the CEO, and grow the company faster.

Keep reading Introducing The B2B Marketing Attribution Maturity Framework

Topics: marketing attribution

Unveiling the First Salary Benchmarks Report for Marketing Operations

In addition to being a VP of Marketing at Bizible, I am incredibly passionate about marketing operations. So this year I founded a trade association and community dedicated to the marketing operations role.

The mission of MarketingOps.com is to educate and support the marketing operations profession, which is why I’m excited to release the first ever Marketing Operations Salary Benchmark report. It's a survey of our members.

Salary benchmark reports can be incredibly powerful, especially for new roles where benchmarking tools (used by your HR department) may be bucketing related roles together or ignoring marketing operations altogether.

Keep reading Unveiling the First Salary Benchmarks Report for Marketing Operations

Topics: marketing operations

The 5 Types Of Direct Mail Campaigns In B2B Marketing

B2B direct mail seems to be the hottest marketing channel this year. Direct mail has been effective at Bizible and I suspect it will continue to be effective for a long time coming.

Keep reading The 5 Types Of Direct Mail Campaigns In B2B Marketing

Topics: account based marketing, account based demand

How to Do ABM at Scale with Account-Based Demand

As B2B marketers, we look for frameworks and models to help improve how we run marketing. Unfortunately, frameworks often fall short of our needs. Frameworks usually come in two flavors, they are either based purely on inbound strategies, or they are based purely on outbound strategies. But most companies use both inbound and outbound.

It simply is not realistic to expect an organization to use just one strategy. Both strategies have its merits. 

If you're doing some outbound activity, you probably think account-based marketing makes a lot of sense. It aligns growth between marketing and sales, enables marketing to be more focused in their messaging, and enables marketing to influence the entire funnel. Most of all, it helps companies grow faster.

However, pure account-based marketing can be limiting. By definition it excludes profitable inbound marketing tactics such as content marketing and SEO, and can be an expensive to build fully personalized campaigns for each target company. So there's a scaling problem here. 

So, how can you get the benefits of account-based marketing yet do it at scale? The answer is Account-Based Demand.

Keep reading How to Do ABM at Scale with Account-Based Demand

Topics: account based marketing, account based demand

Bizible Named 'Cool Vendor' By Gartner

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.

Keep reading Bizible Named 'Cool Vendor' By Gartner

Topics: Gartner

The 3 Major Job Functions of a Marketing Operations Professional

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.

Keep reading The 3 Major Job Functions of a Marketing Operations Professional

What Microsoft's Acquisition Of LinkedIn Could Mean For B2B Marketers

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.

Keep reading What Microsoft's Acquisition Of LinkedIn Could Mean For B2B Marketers

Topics: B2B Marketing

Why The Next Generation of B2B CMOs Will Be From Marketing Operations

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.

Keep reading Why The Next Generation of B2B CMOs Will Be From Marketing Operations
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