How To Tie SEO With 3 Popular B2B Demand Generation Initiatives

DEREK EDMOND | 140 views

Although organic search can be very effective at supporting demand generation efforts within B2B organizations, columnist Derek Edmond notes that SEO professionals are often left out of these conversations. Here's why they shouldn't be. The role of demand generation in B2B marketing is to create demand for an organization’s product or solution. But it’s not just lead generation; software provider Marketo contends that demand generation “also includes the conversations and activities that occur prior to the lead being passed to sales.”

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Spyder Digital Consulting

We help our customers gain more awareness and increase their presence in their market. Based in France, we are present in the main European countries The services of Spyder Digital Consulting revolve around the '' Next Marketing '': from the information and knowledge of your customers, from the planning to the implementation of targeted and impacting actions. We help you transform your customer / partner marketing. As an account-based marketing specialist, we help you treat your accounts as a single market. For us, what matters most is your notoriety and your commercial pipeline. What can we do for you and your customers? - Lead Generation: from strategy to strategy.

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CORE ABM

Intent Marketing: Removing Guesswork Out of Marketing

Article | August 5, 2022

In 2018, Demand Gen Report’s ABM Benchmark Survey found that 25% of participating B2B companies used buyer intent data and monitoring tools. 35% of them planned on using intent data within a year. Cut to 2022, and about 99% of B2B marketers are using some form of B2B intent data in their marketing campaigns to target accounts (Source: InboxInsight). In his exclusive interview with Media 7, Gil Allouche, CEO of Metadata.io, talked about how data helps convert leads. “With access to valuable data, marketers are focused on leads that are more likely to become buyers. They can also work on targeting their messaging towards these potential buyers.” Buyer intent data helps in creating a robust foundation for your marketing efforts. Let us look at how intent marketing can help you get the sales and ROI you desire. Intent Marketing: The New Normal in B2B Intent-based marketing uses consumer data that signals purchasing intent through consumption of relevant content like blogs and infographics; product comparisons; product reviews; message boards; case studies; and news. Through this data, you can find out what your prospects are looking for, which stage of the customer journey they are in, if they are researching solutions or ready to make a purchase, and what kind of steps you can take to get in front of them. One of the most important benefits of intent marketing is that it removes the guesswork out of your marketing campaigns and ensures that you are targeting the correct prospects. This targeting can be done through either intent-based branding or intent-based marketing. Intent-based branding decodes the behavior of your target audience online while intent-based marketing harnesses data on the prospect’s buying behavior so you can tailor your marketing offerings accordingly. Consequently, your sales cycle is shortened. Power-up Your Content Strategy The biggest challenge B2B marketers like you face today is to cut through all the noise and create an impact on their prospects. Consumers have a host of content options. However, they do not want to consume unnecessary information. When the content is personalized to match their needs and goals, they are more likely to engage with it. Intent data helps you plan your content as it provides you with information on the theme, buyer personas and their behavior, buyer journey maps, content formats, copy, call to action (CTA), and keyword strategy that will best suit your prospect targeting efforts. An intent-based content strategy can deliver leads while increasing conversion rates and sales. It can give you the competitive edge you need to influence your prospects at the right time. Drive Sales and ROI Intent marketing brings in more conversions on landing pages and overall higher traffic and qualified leads to your website. It uses intent information to recruit engaged prospects for sales demos and events. It helps sales teams to effectively rank their leads and accounts so that they can focus on the right leads at the right time and not miss out on any sales opportunities. Your sales teams can execute effective nurture campaigns and create sales pitches with messaging that appeals to a target account’s buying committee. This messaging addresses the account’s pain points and requirements and accelerates the buying decision. Additionally, intent marketing helps improve customer retention rates and makes it easy for teams to identify cross-sell and upsell opportunities. It takes into consideration the existing customers’ signals to find any at-risk accounts to prevent churn and increase renewal. Data-driven Marketing Personalization Intent data makes it easy to personalize your marketing efforts and provides an accurate report of prospective signals, their needs, and interests so that you can segment and categorize them. Once this segmentation is done, you can determine what kind of content needs to be created and displayed for these accounts depending on their position in the buying cycle. With this kind of personalization, your target audience gets to know that you care about them and you can connect with them on a deeper level. Increase ABM Efficiency B2B buyer intent data helps your marketing, sales, and customer success teams align their goals so that they can agree on target accounts, establish lead hand-off processes, and diversify investments to target newer, relevant accounts while maintaining the current customer list. Intent data provides marketing intelligence for creating ICP in marketing, messaging, and brand positions for B2B account-based marketing. Additionally, it provides account intelligence for target account list creation, ways to increase engagement, improve lead scoring in ABM and lead nurturing tracks, thus increasing the efficiency of your account-based marketing. Summing It Up Intent-based marketing helps B2B marketers like you to understand potential customers so you can find high-value accounts and nurture them through customized content and targeted campaigns.

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ACCOUNT BASED DATA

Account Selection: How To Win Before You Start

Article | August 19, 2022

The first step in any account based go-to-market program is to create a target account list. Whether based on a formal Ideal Customer Profile (ICP) or not, the target account list represents an organization’s definition of the best accounts and those most likely to become customers. But in reality, marketers really only communicate with a subset of the account list at any one time, and even struggle to cover the full list over the course of a year.

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CORE ABM

5 Steps for Succeeding in Account-Based Marketing

Article | July 27, 2022

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

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How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | February 10, 2020

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

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Spotlight

Spyder Digital Consulting

We help our customers gain more awareness and increase their presence in their market. Based in France, we are present in the main European countries The services of Spyder Digital Consulting revolve around the '' Next Marketing '': from the information and knowledge of your customers, from the planning to the implementation of targeted and impacting actions. We help you transform your customer / partner marketing. As an account-based marketing specialist, we help you treat your accounts as a single market. For us, what matters most is your notoriety and your commercial pipeline. What can we do for you and your customers? - Lead Generation: from strategy to strategy.

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ACCOUNT BASED DATA

Demandbase’s Sunny Side Up Podcast Earns Top Spot as Number One Marketing Podcast of 2022 by GURU Events

Demandbase | November 23, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announced that its Sunny Side Up Podcast has been named the best marketing podcast of 2022 by GURU Events at its annual GURU conference held on Nov. 2. The Sunny Side Up Podcast is a business-to-business (B2B) podcast that brings together real-world insights to help go-to-market (GTM) professionals evolve and stay up-to-date on the latest trends. After thousands of audience votes were cast and more than 18 voting rounds took place, GURU Events announced that the Demandbase-produced podcast beat out more than 100 competing podcasts to be named as the listener’s choice, with more than 52% of the votes. “The Sunny Side Up Podcast was created to share best practices and proven techniques from industry experts, and to be named the best marketing podcast by GURU Events showcases that we have been able to do just that,” said Jon Leiberman, VP of content, influencer, and social marketing at Demandbase. “The Sunny Side Up Podcast was created to share best practices and proven techniques from industry experts, and to be named the best marketing podcast by GURU Events showcases that we have been able to do just that,” said Jon Leiberman, VP of content, influencer, and social marketing at Demandbase. “This win wouldn’t have been possible without our amazing podcast team, guests, and of course, our dedicated listeners. This is the sixth content award DB Central has won this year, which really shows that when you put great people together, who are all focused on being the best at what they do, great things happen! We look forward to producing more top-tier GTM content that engages and educates our listeners.” GURU Events is a leading media organization focused on knowledge sharing within the marketing industry. Helping marketers have access to the latest best practices, trends, and essential tactics is their focus. GURU Events hosts large-scale virtual conferences, networking events, awards & recognition programs, and more. Sunny Side Up Podcast, for marketing, sales, and data science professionals, can be found on all major podcast streaming platforms, as well as on Demandbase’s content hub. About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

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ACCOUNT BASED DATA

NetLine Reaches Milestone, Recognized as a B2B Demand Generation Leader for 5 Consecutive Years

NetLine Corporation, G2 | November 18, 2022

NetLine, an Informa Tech company, has reached a remarkable milestone, once again being names as a B2B leader by G2, the #1 business solutions review site. In its Fall 2022 Report, G2 shares that NetLine finished the Fall 2022 review period with a 98% rating in the Quality of Support category, outperforming the average score by 6%—and 11% higher than ZoomInfo. For the 20th quarter in a row, the company earned high marks within G2's Lead Capture class, a cohort of 35 demand-centric businesses, besting two of its scores from G2's Summer 2022 Report. Overall, NetLine outperformed group averages in seven of G2 Grid® Report's eight categories in the Lead Capture field. The company also received one percent gains to its scores within the Ease of Admin and Ease of Setup categories, even besting its previous Net Promoter Score. To be included in the report, companies were required to have received ten or more reviews. VP of Client Services Melissa Becht expressed her amazement on the company being named a G2 Leader once more. "Achieving anything over the course of five straight years is a remarkable feat," Becht said. "This recognition is merely a reflection of the commitment we've made to our customers and their appreciation of NetLine and our team. It's a tremendous honor and one we continue to be humbled by. Our goal is to always exceed expectations and that will never change." Following the company's acquisition by Informa Tech, NetLine remains poised to disrupt the B2B sales acceleration process while continuing to focus on democratizing the best content-centric lead generation opportunities for B2B customers. The company has also placed its sights on delivering actionable buyer-level intent data—a corner of the market that's not yet lived up to its market promises. Chief Strategy Officer David Fortino shared his excitement on the company being recognized for five consecutive years while also keeping an eye on the future. "To consistently be named a G2 Leader over the course of the past half decade is quite an honor," Fortino said. Chief Strategy Officer David Fortino shared his excitement on the company being recognized for five consecutive years while also keeping an eye on the future. "To consistently be named a G2 Leader over the course of the past half decade is quite an honor," Fortino said. "Our clients rely on NetLine to deliver and we've been able to match, if not exceed, those expectations. We hope that our plans for 2023 make them and their peers even more eager to keep leaning on us as a pillar of their demand generation strategies." To learn more about what real users have said about NetLine or to leave a review, visit G2 Crowd's NetLine Corporation review page. About NetLine Corporation NetLine Corporation empowers B2B Marketers with the reach, technology, and expertise required to drive scalable lead generation results and accelerate the sales funnel. Operating the largest B2B content syndication lead generation network, NetLine reaches 125 million unique visitors and processes more than 700 thousand leads monthly across 300 industry sectors. NetLine's AudienceTarget™ technology drives prospect discovery, quality customer lead acquisition, and buyer engagement from real prospect intent as professionals consume content directly across the network. Superior quality, on demand access, and advanced campaign reports enable all clients to achieve lead generation success. Founded in 1994, NetLine is a part of Informa Tech, a FTSE100 leading provider of market insight and market access to the global technology industry. Successful B2B Marketers Start with NetLine, visit www.netline.com. About G2 Crowd G2 Crowd, the world's leading business solution review platform, leverages more than 381,000 user reviews to drive better purchasing decisions. Business professionals, buyers, investors, and analysts use the site to compare and select the best software and services based on peer reviews and synthesized social data. Every month, more than one million people visit G2 Crowd.

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ACCOUNT BASED DATA

Demandbase Delivers Fully-Integrated Account-Based Marketing (ABM) for HubSpot CRM and Microsoft Dynamics 365

Demandbase | November 17, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announced native, bidirectional integrations with Microsoft Dynamics 365 and HubSpot CRM. This integration enables customers to use their CRM of choice to hit their revenue goals with zero waste, by identifying, engaging, and focusing their resources on accounts and prospects who are most likely to buy. Dynamics 365 and HubSpot customers will now be able to push their CRM data into Demandbase One to inform and automate workflows, such as Lead-to-Account mapping, and tracking and taking action on engagement. Powered by a combination of the customer’s data, Demandbase’s proprietary data, and AI — what we call Account Intelligence — they will also be able to see and act on Demandbase intent and engagement data within their CRM. Microsoft Dynamics 365 customers, who have had access to integrated Demandbase sales intelligence, will now be able to see Demandbase engagement data along with sales intelligence in one unified view. For HubSpot customers, today’s announcement expands the number of workflows they can automate beyond what is already available with Demandbase’s HubSpot Marketing Automation integration. Both of these integrations improve orchestration, delivering greater sales and marketing alignment, and a friction-free experience. “These integrations ensure our customers who use Dynamics 365 and Hubspot CRM realize the full value of the Demandbase platform,” says Brewster Stanislaw, chief product officer at Demandbase. “These integrations ensure our customers who use Dynamics 365 and Hubspot CRM realize the full value of the Demandbase platform,” says Brewster Stanislaw, chief product officer at Demandbase. “Pairing Demandbase natively with the CRM allows our customers to orchestrate a seamless go-to-market motion with full alignment between marketing and sales. We’re providing the full power of our Account Intelligence in these connected systems and saving sales and marketing teams time by providing them actionable insights wherever they want to consume them. The result is better performance with less manual effort at every stage of the customer journey.” With these integrations, customers can use their own CRM data to build lists and filters in the Demandbase One platform. They can define selectors, set up orchestration, create Demandbase campaigns, visualize and apply Demandbase intent and predictive scores, analyze journeys, and build reports. In addition, customers can write valuable Demandbase data and insights to their own Dynamics or HubSpot CRM instances. This creates unity between Demandbase and their CRM, and gives customers a single user interface in which they can view all Account Intelligence. Accurate account identification, combined with their CRM data, also means better predictive models, marketing and sales alerts, personalization opportunities, and more. About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

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ACCOUNT BASED DATA

Demandbase’s Sunny Side Up Podcast Earns Top Spot as Number One Marketing Podcast of 2022 by GURU Events

Demandbase | November 23, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announced that its Sunny Side Up Podcast has been named the best marketing podcast of 2022 by GURU Events at its annual GURU conference held on Nov. 2. The Sunny Side Up Podcast is a business-to-business (B2B) podcast that brings together real-world insights to help go-to-market (GTM) professionals evolve and stay up-to-date on the latest trends. After thousands of audience votes were cast and more than 18 voting rounds took place, GURU Events announced that the Demandbase-produced podcast beat out more than 100 competing podcasts to be named as the listener’s choice, with more than 52% of the votes. “The Sunny Side Up Podcast was created to share best practices and proven techniques from industry experts, and to be named the best marketing podcast by GURU Events showcases that we have been able to do just that,” said Jon Leiberman, VP of content, influencer, and social marketing at Demandbase. “The Sunny Side Up Podcast was created to share best practices and proven techniques from industry experts, and to be named the best marketing podcast by GURU Events showcases that we have been able to do just that,” said Jon Leiberman, VP of content, influencer, and social marketing at Demandbase. “This win wouldn’t have been possible without our amazing podcast team, guests, and of course, our dedicated listeners. This is the sixth content award DB Central has won this year, which really shows that when you put great people together, who are all focused on being the best at what they do, great things happen! We look forward to producing more top-tier GTM content that engages and educates our listeners.” GURU Events is a leading media organization focused on knowledge sharing within the marketing industry. Helping marketers have access to the latest best practices, trends, and essential tactics is their focus. GURU Events hosts large-scale virtual conferences, networking events, awards & recognition programs, and more. Sunny Side Up Podcast, for marketing, sales, and data science professionals, can be found on all major podcast streaming platforms, as well as on Demandbase’s content hub. About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

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ACCOUNT BASED DATA

NetLine Reaches Milestone, Recognized as a B2B Demand Generation Leader for 5 Consecutive Years

NetLine Corporation, G2 | November 18, 2022

NetLine, an Informa Tech company, has reached a remarkable milestone, once again being names as a B2B leader by G2, the #1 business solutions review site. In its Fall 2022 Report, G2 shares that NetLine finished the Fall 2022 review period with a 98% rating in the Quality of Support category, outperforming the average score by 6%—and 11% higher than ZoomInfo. For the 20th quarter in a row, the company earned high marks within G2's Lead Capture class, a cohort of 35 demand-centric businesses, besting two of its scores from G2's Summer 2022 Report. Overall, NetLine outperformed group averages in seven of G2 Grid® Report's eight categories in the Lead Capture field. The company also received one percent gains to its scores within the Ease of Admin and Ease of Setup categories, even besting its previous Net Promoter Score. To be included in the report, companies were required to have received ten or more reviews. VP of Client Services Melissa Becht expressed her amazement on the company being named a G2 Leader once more. "Achieving anything over the course of five straight years is a remarkable feat," Becht said. "This recognition is merely a reflection of the commitment we've made to our customers and their appreciation of NetLine and our team. It's a tremendous honor and one we continue to be humbled by. Our goal is to always exceed expectations and that will never change." Following the company's acquisition by Informa Tech, NetLine remains poised to disrupt the B2B sales acceleration process while continuing to focus on democratizing the best content-centric lead generation opportunities for B2B customers. The company has also placed its sights on delivering actionable buyer-level intent data—a corner of the market that's not yet lived up to its market promises. Chief Strategy Officer David Fortino shared his excitement on the company being recognized for five consecutive years while also keeping an eye on the future. "To consistently be named a G2 Leader over the course of the past half decade is quite an honor," Fortino said. Chief Strategy Officer David Fortino shared his excitement on the company being recognized for five consecutive years while also keeping an eye on the future. "To consistently be named a G2 Leader over the course of the past half decade is quite an honor," Fortino said. "Our clients rely on NetLine to deliver and we've been able to match, if not exceed, those expectations. We hope that our plans for 2023 make them and their peers even more eager to keep leaning on us as a pillar of their demand generation strategies." To learn more about what real users have said about NetLine or to leave a review, visit G2 Crowd's NetLine Corporation review page. About NetLine Corporation NetLine Corporation empowers B2B Marketers with the reach, technology, and expertise required to drive scalable lead generation results and accelerate the sales funnel. Operating the largest B2B content syndication lead generation network, NetLine reaches 125 million unique visitors and processes more than 700 thousand leads monthly across 300 industry sectors. NetLine's AudienceTarget™ technology drives prospect discovery, quality customer lead acquisition, and buyer engagement from real prospect intent as professionals consume content directly across the network. Superior quality, on demand access, and advanced campaign reports enable all clients to achieve lead generation success. Founded in 1994, NetLine is a part of Informa Tech, a FTSE100 leading provider of market insight and market access to the global technology industry. Successful B2B Marketers Start with NetLine, visit www.netline.com. About G2 Crowd G2 Crowd, the world's leading business solution review platform, leverages more than 381,000 user reviews to drive better purchasing decisions. Business professionals, buyers, investors, and analysts use the site to compare and select the best software and services based on peer reviews and synthesized social data. Every month, more than one million people visit G2 Crowd.

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ACCOUNT BASED DATA

Demandbase Delivers Fully-Integrated Account-Based Marketing (ABM) for HubSpot CRM and Microsoft Dynamics 365

Demandbase | November 17, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announced native, bidirectional integrations with Microsoft Dynamics 365 and HubSpot CRM. This integration enables customers to use their CRM of choice to hit their revenue goals with zero waste, by identifying, engaging, and focusing their resources on accounts and prospects who are most likely to buy. Dynamics 365 and HubSpot customers will now be able to push their CRM data into Demandbase One to inform and automate workflows, such as Lead-to-Account mapping, and tracking and taking action on engagement. Powered by a combination of the customer’s data, Demandbase’s proprietary data, and AI — what we call Account Intelligence — they will also be able to see and act on Demandbase intent and engagement data within their CRM. Microsoft Dynamics 365 customers, who have had access to integrated Demandbase sales intelligence, will now be able to see Demandbase engagement data along with sales intelligence in one unified view. For HubSpot customers, today’s announcement expands the number of workflows they can automate beyond what is already available with Demandbase’s HubSpot Marketing Automation integration. Both of these integrations improve orchestration, delivering greater sales and marketing alignment, and a friction-free experience. “These integrations ensure our customers who use Dynamics 365 and Hubspot CRM realize the full value of the Demandbase platform,” says Brewster Stanislaw, chief product officer at Demandbase. “These integrations ensure our customers who use Dynamics 365 and Hubspot CRM realize the full value of the Demandbase platform,” says Brewster Stanislaw, chief product officer at Demandbase. “Pairing Demandbase natively with the CRM allows our customers to orchestrate a seamless go-to-market motion with full alignment between marketing and sales. We’re providing the full power of our Account Intelligence in these connected systems and saving sales and marketing teams time by providing them actionable insights wherever they want to consume them. The result is better performance with less manual effort at every stage of the customer journey.” With these integrations, customers can use their own CRM data to build lists and filters in the Demandbase One platform. They can define selectors, set up orchestration, create Demandbase campaigns, visualize and apply Demandbase intent and predictive scores, analyze journeys, and build reports. In addition, customers can write valuable Demandbase data and insights to their own Dynamics or HubSpot CRM instances. This creates unity between Demandbase and their CRM, and gives customers a single user interface in which they can view all Account Intelligence. Accurate account identification, combined with their CRM data, also means better predictive models, marketing and sales alerts, personalization opportunities, and more. About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

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