B2B marketing

Getting Real About B2B Marketing

There are many who consider marketing in B2B to mainly concern itself with "the art of printing the corporate brochure".  Not Jon Miller.  As the latest contributor on the Futurelab blog, Jon explores new ideas and techniques in B2B marketing both on the web and in real life (yes, that still exists :-)

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8 Ways The Internet Changed Software Marketing

by: Jon Miller

A key theme of this B-to-B marketing blog is that the internet has completely transformed best-practices in technology marketing. In the past seven years, perhaps no company has done more to establish the new best practices than Salesforce.com. By unshackling themselves from the constraints of traditional B2B marketing and sales models, Salesforce.com has emerged as the dominant player in their market.

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How To Sell Your Marketing Budget To Your CFO

by: Jon Miller

I recently received this email from a colleague who runs marketing for a security software company:

I’m getting some pushback from my CFO on the size of my proposed total marketing budget as % of forecasted revenue… Do you have any sources with basic credibility with this info that I can cite?

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When Does Social Media Fail for B2B?

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10. Invest in marketing automation

by: Jon Miller

In my last post, I argued that Marketing needs to stop being seen a cost center and start earning a seat at the revenue table. Fundamentally, this requires B2B marketers to:

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9. Stop being a cost center

by: Jon Miller

Too many CEOs and CFOs think of marketing as a cost center. Left unchanged, this attitude makes it almost impossible for a CMO to succeed. Take the following example, courtesy of Anne Holland at MarketingSherpa:

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8. Measure relationship depth

by: Jon Miller

As part of the lead management process, make sure to measure the "depth" of your relationship with a target company. By depth, I mean both the number of contact names you have at the company as well as the quality of the interactions you've had.

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7. Lead nurturing 101

by: Jon Miller

So you’ve managed to get a potential customer to register on your landing page. Congratulations! What do you do now?

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6. Manage leads – don’t generate demand

by: Jon Miller

Forrester recently published research titled "How Mature Is B2B Lead Management?" in which they claim that B2B marketers who shift their focus from “demand generation” to “lead management” are twice as productive.

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5. Help buyers research early in the sales cycle

by: Jon Miller

Before the Internet, buyers got most of their information by talking directly with sales reps. As a result, it made sense for sales to engage with the customer early in the buying cycle.

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