Manticore Technology and Bulldog Solutions have released a new white paper
that addresses some misconceptions that B2B marketers may have about
marketing automation. As they point out, it's terrific when an application is
intuitive and easy to use, but marketing automation must be used in support
of a business process if it's going to produce the desired results. More
sales and revenues.
Process and skillsets are holding marketers back:
"Recent Executive Benchmark Assessment data from Bulldog Solutions and Frost
& Sullivan, the Growth Partnership company, shows that process is the number
one roadblock BtoB marketers face in implementing marketing automation, with
skillsets and content right behind."
Considering that Sirius Decisions predicts that 50% of B2B marketers will
have marketing automation within the next 5 years, it's imperative to go
about deploying it th... (more)
In response to my last post, Product is Not the Hero of a B2B Company’s
Story, Michael Webb asked a great question. I started to answer it and then
decided the answer deserved its own post.
I can't help wondering what you (and others) think about the "Why-why-why?"
of the things you've written about?
For example, take the issues you addressed in your last five articles. Why is
it so easy for marketers to focus on:
Products, rather than the customer as hero? (Product is Not the Hero of a B2B
Shiny objects, rather than the thinking work required to ... (more)
Tony Karrer (Browse My Stuff) and Tom Pick (WebMarketCentral) have created
and launched the B2B Marketing Zone as a filter to aggregate content for us
in one spot. Similar to the idea of The Customer Collective for sales and
marketing professionals and My Venture Pad aimed at SMBs and Junta42 for
content marketing, this site focuses on a niche.
I'm excited to be one of their launch bloggers along with the terrific
expertise provided by Brian Carroll, Paul Dunay, Newt Barrett and Jon Miller.
I love that it also includes some new perspectives such as Cece Salmon Miller
(PR Meets M... (more)
It should come as no surprise that your B2B marketing content and nurturing
programs are being tapped to provide value farther across the buying process.
In fact, many of you are now tasked with moving prospects to that nirvana
called sales readiness—before salespeople ever see them.
Because B2B buyers can now push sales activities to whenever they're ready,
your funnel may be longer than your pipeline. This reality layers additional
responsibility on the marketing team, but it also leaves salespeople somewhat
You see, when company's had a hold on critical information th... (more)
The mantra heard most often in business these days is "Do More With Less."
For many businesses, cutting costs while trying to grow—or even sustain
their place in the market—is easier said than done.
What could help many businesses is gaining access to some of that $787
Billion in Federal Stimulus Package monies. Not surprisingly, many small
companies [94% of them according to a recent Intuit survey] said that,
"success depends more on what they do for themselves than the government."
Steve King from Emergent Research—when interviewed by Entrepreneur about
the survey—said he's not... (more)