B2B Marketing Blog

Jordan Con

Jordan is a content marketer at Bizible

Recent Posts

How A Hospitality Company Uses Call Tracking & Attribution To Make Smarter Marketing Decisions

In order to meet prospects where they are, marketers are relying more and more on a multitude of channels. Of course, more channels also means more channels to measure and more sources of data.

For that data to be useful, every channel needs to be measured comprehensively and granularly—that’s how marketers best piece together and understand the complete buyer journey.

Whether for B2B industries or many B2C industries, buyer journeys are complicated and marketers are increasingly turning to marketing technology and integrations between marketing technologies to better understand them.

Often, marketing teams are able to effectively measure some channels, but not all. Gaps in measurement, while better than no measurement at all, can be dangerous because it means you’re overvaluing some channels while undervaluing others.

Keep reading How A Hospitality Company Uses Call Tracking & Attribution To Make Smarter Marketing Decisions

2017 State of Pipeline Marketing Report: New Data On How B2B Marketers Drive Growth

Down-funnel metrics are more important than ever before.

In the third annual State of Pipeline Marketing Report, we surveyed about 350 B2B and B2C marketers with sales teams to learn how they drive growth at their organizations. What are they prioritizing? How are they creating their plans and measuring success?

The trend is clear: more marketers are using down-funnel metrics, like sales opportunities, pipeline, and revenue as their focal point.

Keep reading 2017 State of Pipeline Marketing Report: New Data On How B2B Marketers Drive Growth

2017 AdWords Industry Benchmark Report: An Agency’s Perspective

In July, we released our third annual AdWords Industry Benchmark Report and had Lucia Rodas-Estrada, SEM Team Manager at DWA, a media agency with a predominant focus in B2B technology, join us for a webinar to discuss them. Lucia has spent more than five years on the agency side and has experience designing and implementing PPC, SEO, and social media strategies.

Having worked with a variety of clients from a number of different industries, she was able to provide great insight into AdWords’ performance.

Keep reading 2017 AdWords Industry Benchmark Report: An Agency’s Perspective

Why B2B Marketers Need To Track & Measure Multiple Touchpoint Dimensions

Watching television in the 90s, people rarely complained about the low fidelity of their television screen. It’s what people were used to, so they didn’t have expectations of anything better. Just to put this in context, in the late 90s, a high-tech Philips plasma television had a screen resolution of 852 x 480 and cost $15,000.

But not until higher definition televisions were introduced did anyone really notice just how bad that was. Today, many would consider that resolution unwatchable on a big screen, compared to 4k screens with a resolution of 3840 x 2160.

Not until you’ve seen just how much better it can be do you realize the state of your current status quo.

Keep reading Why B2B Marketers Need To Track & Measure Multiple Touchpoint Dimensions

How Marketing Can Move The Dial On Down-Funnel Metrics

Conventional B2B marketing is all about lead generation—filling the top of the funnel and allowing the numbers game to play out. On average, 1% of leads eventually become customers (according to Forrester), so the math, simply, looks like this: 1,000 leads → 10 customers; 2,000 leads → 20 customers. Lead-centric organizations primarily grow their business by expanding the top of the funnel—the amount of leads generated. The math checks out, but increasing lead volume alone tends to be a costly way of driving growth.

As B2B marketing strategy has matured (including the growth of ABM programs), high performing organizations have realized that marketers can more efficiently drive growth by optimizing every stage of the funnel, not just the top. Of equal importance, marketers are now able to more accurately measure the effectiveness of their down-funnel efforts, which allows them to justify additional spend and time spent.

Keep reading How Marketing Can Move The Dial On Down-Funnel Metrics

Just Released: AdWords Industry Benchmark Report 2017

In collaboration with DWA, we’re excited to share tons of great data and insights on how B2B marketers are using AdWords to drive business in the third annual AdWords Industry Benchmark Report.

Keep reading Just Released: AdWords Industry Benchmark Report 2017

Here Are The Key ABM Metrics You Should Be Measuring

When it comes to account-based marketing (ABM), a lot of marketers get hung up with implementation. How do I create personalized content? How do I get ahold of the right people at all my target accounts? Why is it taking so long to show results?

While these are certainly important, it’s useful to step back and start with a strong understanding of your objectives and goals.

  • Which metrics are you trying to move?
  • How will you know if you’re succeeding?

In order to have successful implementation, you need to really understand what you’re trying to do. These metrics will help you plan your strategy and campaigns, as well as act as guard rails to keep you on track and on pace to achieve your goals.

Keep reading Here Are The Key ABM Metrics You Should Be Measuring

How UserTesting Uses Multiple Multi-Touch Attribution Models To Answer Critical Business Questions

More and more, marketers are being tasked with not only being able to answer questions about top and middle-of-the funnel demand performance (e.g. leads and opportunities), but greater business questions. Where do we need to invest to hit revenue goals this quarter? How do we increase deal velocity? What marketing programs can we enact to help the sales team increase win rates?

To answer these bottom-of-the-funnel questions, B2B marketers, at organizations like UserTesting, turn to their attribution data.

Keep reading How UserTesting Uses Multiple Multi-Touch Attribution Models To Answer Critical Business Questions

Revenue Attribution 101: Tracking, Connecting, and Crediting Marketing Touchpoints to Revenue

As more and more CMOs of B2B organizations become responsible for driving revenue, it’s becoming necessary for them to adopt a revenue attribution solution. Previously, marketers could be satisfied with generating leads or opportunities and calling it good. From a measurement perspective, channel analytics and marketing automation could satisfactorily track marketing performance to leads. But to effectively track revenue, revenue attribution is a must.

So what is revenue attribution?

Keep reading Revenue Attribution 101: Tracking, Connecting, and Crediting Marketing Touchpoints to Revenue

Why Are B2B CMOs Still Using Excel As Their Marketing Planning Tool?

Much has been said about the tech stacks of today’s great organizations. In fact, the 2017 Stackies were just published. There are tools for just about everything: website personalization, email automation, cleansing, testing, augmenting, tracking budgets, tracking morale, etc.

Over the last few years, graphics that feature the thousands of martech logos have grown in popularity.

Keep reading Why Are B2B CMOs Still Using Excel As Their Marketing Planning Tool?
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