When it comes to the wealth of data that marketers have at their fingertips, harnessing accurate and clean data is key to building an effective marketing campaign, but new research shows marketing teams may be facing some challenges. According to a 2019 Forrester Consulting study, marketers are struggling with vast amounts of unclean data or “data pollution” that could result in loss of volume and negative impacts on campaigns.
There was a time in the not-too-distant past when the goal of B2B campaigns was simply and almost universally to get prospects to raise their hand. The marketing team would be developing some compelling offer of a webinar, white paper or E-book, decide who to target, determine what the call-to-action (CTA) would be as a conversion point (sound familiar?), and then build an inbound/outbound campaign to that CTA.
The B2B landscape is constantly changing, and today’s buyers are more informed than ever, especially as new generations like Millennials and Gen Z make up more of the workforce. It’s crucial for businesses to abide by this change and cater their marketing efforts to buyer preferences and needs.
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."