3 Methods to Plan Marketing Effectively in Today’s Digital First World

Adam Gelles, Editor
For many B2B marketers there is that annual planning process in which we determine priorities, initiatives, budgets, headcount, and so on, but in today’s digital-first go to market environment how do we utilize this annual process in a way that benefits our marketing efforts throughout the year. Here are a few methods I use with B2B brands to ensure their marketing planning effort delivers the not only must have foundations but also the flexibility to innovate in the digital-first B2B go to market environment. Method #1: Don’t Build Plans, Build Frameworks Planning in B2B marketing is a must, but it… Read More

3 Keys to Demonstrate the Business Value of Content Marketing

Adam Gelles, Editor
Content marketing has been a staple in B2B marketing. Yet, many marketers still struggle with articulating the value that a solid content marketing program delivers to the revenue. That’s why so many B2B marketers are still gating content. Many marketers default to using “number of downloads” to express that value. But that isn’t the value of a strong content marketing program.  A strong content marketing program should deliver 3 key revenue-related metrics: Better Pipeline Throughput; Improved NPS; and Higher CLV. Let’s explore how each of these metrics if used properly can demonstrate the business value of content marketing. Metric #1:… Read More

3 Ways to Improve Your Demand Gen Using Big Data

Adam Gelles, Editor
As B2B marketers, we know that data is a driving force behind successful demand generation programs. While there are straightforward use cases for data in B2B demand generation (e.g., audience segmentation, analytics, etc.), there are a few more subtle and complex applications of data that can greatly improve your demand generation game. Over the years I have implemented these approaches across a slew of B2B brands in various sectors driving demand generation outcomes (sales-ready leads / pipeline) by at least 300%. Application #1: Content Intent Index™ I’ve discussed this a bit before, but building custom content intent index from consumption… Read More

3 Measures to Understand the ROI of Communities in B2B

Adam Gelles, Editor
Measuring the Return on Investment (ROI) of community marketing is an important step in developing the business case for investing in building a community. As B2B marketers we manage a slew of communities – or at least you should – including key account boards; product feedback groups; prospect insight groups to name a few. But measuring the ROI of communities per se is a bit more complicated. But here are three measures I use to understand the ROI of Community. Measure #1: Community Engagement While developing the B2B Buzz, I did a slew of research around understanding community engagement metrics.… Read More

3 Key MBOs for B2B Marketing Excellence

Adam Gelles, Editor
Most heads of marketing measure their team the wrong way. Management Business Objectives (or MBOs) is method to align teams with business goals. B2B marketing team management is no different. What is unique to B2B marketing is understanding how marketing drives the business forward and ensuring team members individual goals are in alignment to that. Here are 3 keys in ensuring that alignment. Key #1: Measure Outcomes not Tactics B2B marketing contributes to a business in many ways. Ideally marketing as a whole should be measured based upon outcomes, including: revenue, pipeline creation, improved NPS / cSAT, etc. And MBOs… Read More

3 Reasons Why B2B CMOs Must Lead B2B Digital Transformation

Adam Gelles, Editor
As B2B Marketing Leaders, one challenge is getting “a seat at the executive table.” Digital Transformation (DT) is one of the most important efforts a B2B marketing executive can lead to prove they belong. But how do you convince the rest of the C-suite that this is the realm of marketing. And how do you convince them that you as the B2B marketing leader should own the initiative. Here are 3 reasons to tell your executive peers and company board to have marketing lead the charge. Digital Transformation is an Outside-In Effort Digital transformation – if done right – is… Read More

3 Keys When Selecting Reporting Tech

Adam Gelles, Editor
Marketing reporting is a key component of any successful B2B marketing strategy. It helps marketers to understand the impact of their activities on business performance. When selecting an analytics stack for B2B reporting, it’s important to consider all of your needs in order to understand customer behavior, identify gaps in the market and make informed decisions about how to best reach their target audiences. But with so many analytics tools and technologies available, it can be difficult to choose the right stack for your business’ unique needs. Let’s explore 3 key considerations you should take into account when selecting a… Read More

3 Tactics to Ensure Marketing Planning Success

Adam Gelles, Editor
Over the years I’ve seen hundreds of variations on the marketing planning process from nimble startups to large enterprise marketing organizations. And there are 3 tactics I see that elevates marketing strategy development that work all the time. Swim in the “Blue Ocean” The famous business book by Renée Mauborgne and W. Chan Kim, Blue Ocean Strategy, is about creating and capturing uncontested market space. My corollary for marketing strategy development is going through the same approach for your go to market. That is, ideation on developing a creative business idea that can drive your marketing forward. This can be… Read More

RMS: The Key to Make Sure the C-Suite Embraces Your Marketing Plan

Adam Gelles, Editor
One of the key challenges I see with many heads of marketing is the lack of the ability to communicate the value of marketing’s efforts in terms of business value. This gap translates into a fundamental challenge of ensuring the executive ranks and line of business owners are engaged in your marketing planning efforts. As I say all too often, if you plan marketing in terms of activities (e.g., website traffic or MQLs) then you are tactic of the business. But if you plan marketing in terms of revenue or growth then marketing has a seat at the c-suite table.… Read More