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Marketing Trends

The best way to conduct B2B marketing: backwards

Last week I was able to attend the Forrester Research Forum for Marketing Leaders. The analysts have proclaimed this the age of the customer, and it’s hard to argue with that. In fact, marketers were advised to adopt customer-obsessed marketing. And how is that defined? You are an obsessed marketer if you: Make real-time data a reality. Contextualize customer experiences. Focus on the customer’s journey. Build relationships. Create content, not advertising. One presentation I found especially interesting was given by Principal Analyst Laura Ramos. She advised B2B marketers to work in reverse of the traditional customer life cycle, starting—not ending—with your best customers: Profile your best customers. What makes your better customers better than the others? Identify upsell and cross-sell opportunities. Accelerate the pipeline. Engage early prospects—with...

Last week I was able to attend...

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The Data Deluge: Blessing Or Curse For Content Marketers?

Now more than ever, it is essential that content marketers be precise and targeted with the content they develop in order for it to hit the mark and achieve the desired effect. With the growth of precise tracking analytics that empower marketers to create specific target personas, there is no longer any excuse for not sending out content that takes into account who the person is, past interactions they have had with your brand, and where they are along the buyer’s journey. Now CMOs are also expected to measure and validate leads across a widening range of channels, taking medium, context and audience into account as they qualify leads for their sales teams. This places...

Now more than ever, it...

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The Evolution of C-Suite Communications

Communication and collaboration among C-suite executives will become even more important to business success this year as the walls between certain roles begin to come down. CMOs are experiencing the most significant impact as technology forces them to closely align with IT executives. International Data Corporation (IDC) predicts that, "the CMO and the CIO will begin the year as functional peers and end the year as either friends or frenemies." An IDG CIO/CMO Partnership Survey was conducted comparing CIO and CMO responses to a variety of questions. Interestingly, nearly 70% of CIOs already think positively of their CMOs when it comes to their role in making technology decisions. But currently only 13% of CIOs have valued partnerships with CMOs, and...

Communication and collaboratio...

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Leads, the long and the short of it

Marketers must balance “snackable” content with long, multi-touch campaigns. With social media and mobile’s growth, many marketers are feeling pressured to adopt online campaigns that have extremely short lead cycles. However, many are reluctant to abandon their successful, traditional longer-lead marketing campaigns. As a result, marketers are finding new ways to strike a balance between quick calls to action and long, multi-touch campaigns that cut across multiple media and technology platforms.< It’s understandable that marketers are chasing short campaigns with “snackable” content—many of today’s popular platforms are built around short engagements. From text-based Twitter and Reddit to the visually heavy Instagram and Pinterest, content is consumed at a furiously quick pace by very large audiences. While there...

Marketers must balance “snac...

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Five New Year’s Resolutions for Your Webinars

Everybody makes New Year’s resolutions, and they’re often around self-improvement. Every year it seems that we resolve to get more physically fit and save more money, right? And the list goes on! As we turn over a “new leaf” from a personal perspective, we can do the same professionally, as webinar producers and marketers. By making a number of small, incremental improvements, webinar pros can see a positive difference in their results by the end of the year. Therefore, we proudly present ON24’s webinar resolutions for 2014 – as we look at the “old habits” that hold us back and challenge ourselves to implement the changes that will help us do better in 2014. So,...

Everybody makes New Ye...

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It’s not just about the metrics

There must be room for intuition in marketing. Metrics have become the norm for guiding how today’s marketer makes informed decisions about where to devote marketing dollars. But too often, if we adhere ONLY to the metrics, our campaign mix will simply become “rinse and repeat” and yield the expected incremental improvements, but lack the disruptive nature of a wholly original, groundbreaking campaign. You need creativity and courage to set your business apart. According to IDC’s new marketing benchmark study, now is not the time to be risk-averse, because aggressive marketing often accompanies successful corporate performance. This approach doesn’t come from metrics as much as from intuition, a recognition that while you may not have the numbers to back it up, a...

There must be room for intuiti...

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Dreaming about Dreamforce: the lessons learned

Every year at ON24 we get a ringside seat to the Dreamforce conference, quite literally, as our offices are across the street from Moscone Center, where the event is held. This year, the theme of the conference was the “Internet of Customers.” For marketers, the concept is focused on how the cloud enables us to re-imagine the way that we connect with our prospects and customers. Those connections need to be targeted, interactive and meaningful. That is easier said than done. Lead generation is still essentially name gathering. Promoting a new white paper or laying a trail of bread crumbs through our websites and SEM programs are effective ways to add more leads, but...

Every year at ON24 we ...

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9 Truths about Profitable Lead Flow

Sometimes blog posts stating the obvious about common issues are the most useful – they allow us to compare against the status quo and help us understand whether or not we’re on the right track. I concede that my blog posts perhaps don’t always adhere to that formula… but here’s an olive branch. Managing your lead flow is one of today’s key priorities (and challenges) for any marketer. With marketing teams increasingly positioned as service providers to their sales counterparts, performance-related aspects in marketing are commonplace. As a result, marketing needs to be aligned with sales in building pipeline. The old adage holds true – “If you fail to prepare, you prepare to fail.” Consider the following 9 points: 1. Know what sales teams...

Sometimes blog posts stating t...

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