Many factors play a role in the success of a marketing campaign. However, the marketing magic really happens when these different elements integrate with one another and build off each other's success to form a cohesive campaign.
This infographic from Straight North connects the dots from traffic sources to net-new customers and also highlights key players in each category of the lead generation ecosystem.
This month's DemandCon event in Boston offered a number of good case-study sessions for B2B marketers. One of the best of these studies showed just how important it is for a content marketing campaign to begin – and end – with a solid grip on B2B marketing fundamentals.
The session in question featured computer hardware maker Lenovo's work with Oceanos, a marketing services firm that focuses primarily on list acquisition, intelligence and marketing support. According to Steve Barnard, Senior Marketing Manager for Lenovo, the objective was to ramp up market share for the company's workstations used in computer-aided design and manufacturing (CAD/CAM) – a relatively profitable product line in a PC market normally defined by razor-thin profit margins.
It's no secret that marketing automation is a high-growth industry. Yet it's also clear that many B2B marketers struggle to achieve the ROI they expected to get from their marketing automation investments: According to an often-cited 2011 Focus Research study, half of all companies say they haven't realized the full value of their marketing automation investments.
What separates the successful marketing automation users from the pack? According to many experts, it often boils down to a matter of timing – or, rather, of cadence.
"Cadence is commonly confused with frequency" in marketing campaigns, said Jessica Meher, Head of Enterprise Marketing at HubSpot. "Frequency is simply how many times emails are sent, whereas cadence is the 'pattern' of email – it includes the number of emails sent, the spacing between emails, the content sent, and the audience receiving the email."
By Mike Gospe, Co-Founder & Principal, KickStart Alliance
We are victims of our own desire to sell to anyone and everyone. Collectively speaking, in our race to help sales make quarterly numbers, marketing teams fall into the trap of casting as wide a net as possible for fear of leaving out a potential audience segment.