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Pandemic Pivoting: Four Successful Marketing Strategies from Big Brands

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When it comes to business and consumer needs, the pandemic has changed things, in some way or another—whether minimally or significantly—for every brand out there. Eighteen months ago, we compiled a mixed bag of research of how marketing leaders anticipated navigating the uncertain future, back when nobody was able to truly know the secret recipe for success.

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Marketing Ops Needs More Support—How Can You Help?

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HubSpot and the MO Pros Community recently released a report covering the state of marketing operations professionals, bringing to light some key themes on current pain points and challenges. Having surveyed 750 marketing ops pros across all levels of experience and from companies of all sizes, HubSpot and MO Pros found—among a multitude of other discoveries—that many marketing ops folks are looking to feel more understood at their organization, not get bogged down with time-consuming tasks, and

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Six Reasons Marketers Can Stop Relying on Spreadsheets

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Useful but impractical, handy but unwieldy, and trusty but untrustworthy, spreadsheets can be a polarizing tool for marketing management. On the one hand, most marketing leaders have always used spreadsheets—it’s understandably what they’re accustomed to using, so why rock the boat? Investing in and learning the nuances of an unfamiliar product can be intimidating, especially when there’s a learning curve.

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Marketing Performance Woes? You Might Just Have a Planning Problem

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Here's an image that might be daunting, commonplace or old-school to you, depending on your stage of life or expertise in electronics: the back of an A/V receiver with a bunch of cables sticking into it. From your speaker to your subwoofer to your HDMI to your BlueTooth to your translucent green Nintendo 64 (did we mention old-school?) connections, the A/V receiver is the operational backbone of all the components of your home theater system.

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Product Marketing: Breaking Down the Keys to Success

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B2B companies are often struggling to meet their goals when it comes to the success of new product launches, according to recent SiriusDecisions research. In terms of reaching both performance and financial targets, 56% of B2B companies say that more than half of their new offerings aren’t up to par. Underscoring the “enormous” costs of falling short in this area—from concerns about reputation to wasted dollars and time—the SiriusDecisions Product Marketing and Management (PMM) Model research br

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The Pros and Cons of Attribution Models: A 2021 Update

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Note: This post is a timely refresh of a blog we wrote in 2016, The Pros and Cons of Different Revenue Attribution Models. To truly understand marketing ROI, we must first understand marketing influence. It's important to understand not only how much revenue the marketing organization has influenced but also the degree of influence. Ultimately, organizations want to know how much revenue they can attribute to their marketing efforts.

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The Falling Tenure of the CMO: How to Help Turn the Numbers Around

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Over the past few years, research has been showing a decline in the average tenure of a U.S. chief marketing officer. In fact, at 3.5 years—cites a new report from consulting firm Korn Ferry—the CMO’s tenure actually ranks as the shortest of all titles in the C-suite (CEO, CFO, CHRO, CMO and CIO/CTO). In comparison, the average for the CMO was 4.1 years in 2016.

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