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CONTENT TYPE: Article | TOPIC: Account-Based Marketing

Technology has made account-based marketing more feasible than ever, but you can't get by on tech alone. Here's how to combine the emotional side of brand-building with the personalization of demand gen to create marketing messages that will truly resonate.

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Think marketing automation platforms are just a way to make your marketing organizations more efficient? Wrong. These systems—if used properly—can do wonders for your interactions with prospects and customers.

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This week, the Lenskold Group and MarketingProfs released results of our new survey on marketing accountability, measurements, and ROI. The 2007 Marketing ROI and Measurements Study focuses on the difference between companies using profitability metrics and those using traditional marketing metrics with no financial metrics. Among other findings, the research clearly shows that companies using profitability metrics for at least some of their marketing campaigns have an advantage in outgrowing competitors and earning the confidence of their CEOs and CFOs.

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Driving sales is what B2B marketing is all about. Although the precise roles and responsibilities of Marketing may differ from company to company, your marching orders are the same: Help Sales produce more with less. All marketers want to know best practices and share experiences about driving sales. Here are 25 metrics you should select from to prove marketing drives sales... and to track progress.

CONTENT TYPE: Article | TOPIC: Marketing Management

The way marketing and sales are done is changing—fast. Harnessing the unique skills of Marketing and Sales for a common purpose can help you get ahead of the curve. Here's how.

CONTENT TYPE: Article | TOPIC: Branding

Companies are fighting to survive, and Marketing needs to be more than a cost center. Although it's easy to preach about the value of brand marketing, the rubber needs to meet the road in practical execution and deliver tangible results.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

The relationship between Sales and Marketing at most B2B companies has often been dysfunctional, even though coordinating the efforts of the two departments can have a big impact on the company's bottom line.

CONTENT TYPE: Article | TOPIC: Account-Based Marketing

Financial services companies are essential, but the industry has faced many setbacks in recent years. Using account intelligence, those organizations can take back control.

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A lot of marketing organizations today think that they are on the path to greater insight because they now have analytics technology. The reality is that it takes a significant investment in four foundational areas to ensure analytics success. Here's a look at each area.

CONTENT TYPE: Article | TOPIC: Account-Based Marketing

These are some of the most common and costly mistakes that marketers make when adopting, implementing, and executing ABM. But you can avoid making these 7 mistakes. Here's how.

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Sales and marketing best-practices are universally desirable—but, too often, elusive. Here are seven solid best-practices that address the misalignment between Sales and Marketing and help increase sales.

CONTENT TYPE: Article | TOPIC: Measurement & Analytics

Unlock the potential of your sales and marketing teams with key smarketing metrics. Discover how alignment can propel your business forward. Learn more now.

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Marketers responsible for lead generation are all too familiar with some common challenges—getting closed-loop feedback from the sales organization, measuring marketing effectiveness beyond just lead quantity and cost per lead, and building strong alignment with the sales organization. As presented in the MarketingProfs' research report, "B-to-B Lead Generation: Marketing ROI and Performance Evaluation Study," effective lead-generation marketing is very much tied to overcoming these challenges to prioritize lead quality over lead quantity.

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During the 12 years that Christa Carone has been with Xerox, the company has been on quite a roller-coaster ride, having gone through significant challenges back in 1999 through 2001/2002, when the company's brand and reputation really took a hit. Recently she discussed with Roy Young her work to strengthen the company's reputation in the marketplace, to bring the brand back to a place that is worthy of such an iconic name like Xerox, and to help the company grow.

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The need to better align the sales and marketing organizations is generally well known. They are connected through their shared roles in motivating customer-purchase activities and divided by different cultures that concentrate on distinct portions of the customer-purchase funnel. There's no doubt that alignment is good, but what must you ultimately accomplish to drive performance and profitability?

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For decades, the prevailing wisdom was that nonprofits should learn from for-profit enterprises how to become "more businesslike." Many nonprofits thus embraced best practices in branding, marketing, service delivery, money management, and leadership. They have also learned how to keep different business models running simultaneously. To be successful in all these endeavors has required nonprofits to develop approaches and skills—particularly in communication and branding—that (surprise!) for-profits can now learn from.