6sense

DECEMBER 1, 2021

Editor’s Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. . Coming Up on CMO Coffee Talk… .

CMO 62

CMO Peer-to-peer Budget Programs Organization 62

Envy

APRIL 29, 2018

The graveyard masses of unqualified leads that will never convert - cluttering your CRM, reflecting a chunk of wasted marketing budget - is a scene no CMO needs. To overcome this, we recommend mixing traditional inbound marketing methodology with Account-Based Marketing (ABM) approach.

CMO 83

CMO Allocation Marketing Budget Account Based Marketing 83

Engagio

AUGUST 20, 2018

Companies have recognized that traditional inbound marketing programs (and even the marketing automation tools that support them) were designed primarily for a certain kind of deal – high velocity, short cycle, often lower value deals. In other words, leading organization are using Account Based Marketing to fuel growth.

Account Based Marketing 48

Account Based Marketing ABM Sales Management Cross-Selling 48

DemandBase

JUNE 23, 2020

We wanted to explore how marketers ABM. So we teamed up with some of our partners for their insights into how a marketing team can implement ABM across every role. We share what they had to say in this special, three-part series, This Is How I ABM. This doesn’t just stop with content on TV.

Account Based Marketing 52

Account Based Marketing ABM Marketing Budget Marketing & Strategy 52

Heinz Marketing

MAY 22, 2020

Now , CMOs and their teams are still focused on ABM, but to an even greater degree. As this crisis continues, companies are tightening up their target account lists and market focus. CMOs are now taking this transformation one step further by trying to implement agile marketing across the team.

Planning 98

Planning Budget Programs Account Based Marketing Marketing Qualified Leads 98

Terminus

OCTOBER 27, 2020

This year’s annual State of ABM Report is our most interesting one to date. Now in its fifth year, more than any of its predecessors, this report shows a huge change in how B2B marketing is done. COVID Spurred a Rush to ABM. Last year this report found 23% of respondents had no active ABM report. Key Findings.

Account Based Marketing 32

Account Based Marketing ABM Budget Programs Webinar Metrics 32

The ABM Agency

JANUARY 15, 2021

For some B2B companies, the 2021 marketing budget has increased due to the ongoing COVID-19 pandemic. While there’s some level of uncertainty, the general consensus is there’s extra money that can be used on marketing, albeit in different ways than previous years. Before You Spend: Campaign Planning.

Budget Programs 52

Budget Programs Paid Content Paid Search Agency Marketing Budget Creation 52

B2B Marketing Directions

AUGUST 13, 2023

The objective of this research was to examine several factors currently affecting B2B marketing, including the state of marketing budgets and spending priorities, and the strategies and tactics B2B marketers are using to drive growth. Here's a brief summary of some of the significant findings from this important survey.

Customer Surveys 52

Customer Surveys Linkedin Research B2B Marketing 52

B2B Marketing Directions

DECEMBER 18, 2016

By this point, most B2B marketers are well into their planning for 2017, and it appears that many marketers will have healthy marketing budgets in the coming year. Several research studies have found that a majority of marketers are expecting their budgets to increase in 2017.

Budget Management 40

Budget Management Spending Account Based Marketing Planning 40

6sense

NOVEMBER 9, 2021

Now , CMOs and their teams are still focused on ABM, but to an even greater degree. As this crisis continues, companies are tightening up their target account lists and market focus. CMOs are now taking this transformation one step further by trying to implement agile marketing across the team.

Planning 48

Planning Budget Programs Account Based Marketing Marketing Qualified Leads 48

Adobe Experience Cloud Blog

JANUARY 5, 2018

The Marketing team at Marketo asked marketers in the Marketing Nation a series of questions regarding their marketing plans for 2018. Question #1: In 2018, I expect my Marketing budget to…. Question #3: How well are your marketing activities integrated into your customer journey?

Customer Surveys 134

Customer Surveys Account Based Marketing Marketo Thought Leadership 134

Sword and the Script | B2B

APRIL 23, 2024

The two organizations teamed up to survey “sales and marketing executives at about 1,100 US software and cloud hosting companies.” We need to experiment with marketing too. There are so many variables to every campaign that it’s important to design good experiments. Companies that do this tend to outperform peers.

Marketing Automation Services 83

Marketing Automation Services Budget Programs Marketing Budget Peer-to-peer 83

Allocadia

JUNE 7, 2019

If you’re a data-driven marketer, it means that every choice you make about where, when, and how to allocate your marketing budget is backed by hard evidence of performance and impact. But, we noticed CMOs were struggling to plan against the stages of the customer journey, as important as they know it is.

Marketing Budget Creation 40

Marketing Budget Creation Planning Top of Funnel Budget Programs 40

Allocadia

APRIL 16, 2019

If you’re a data-driven marketer, it means that every choice you make about where, when, and how to allocate your marketing budget is backed by hard evidence of performance and impact. But, we noticed CMOs were struggling to plan against the stages of the customer journey, as important as they know it is.

Marketing Budget Creation 40

Marketing Budget Creation Planning Top of Funnel Budget Programs 40

DemandBase

AUGUST 18, 2020

If you’re just digging your feet into ABM and looking for pointers on how to build a successful account-based strategy, then How to ABM Like a Boss is the definitive blog series for you. ABM like a boss! The rapid success of ABM is clearly driving demand for increased investment. This is it.

Account Based Marketing 115

Account Based Marketing Budget Programs ABM Marketing Budget Creation 115

Adobe Experience Cloud Blog

APRIL 25, 2017

Next, Steve invited a group of executives to join him on stage to share their insights on marketing in the Engagement Economy. The first was a panel led by Jamie Gutfreund , Global Chief Marketing Officer at Wunderman. Key highlights from our brilliant CMO panel include: “Now it’s time to empower your whole organization.

Paid Search Agency 113

Paid Search Agency Marketo Marketing Budget Planning 113

Outgrow

OCTOBER 18, 2022

How outbound marketing aids in achieving typical goals for enterprise clients. Doing more with less : marketing budgets in the downturn. About our guest: Eric Quanstrom serves as CMO at CIENCE and is in charge of both the company’s inbound and outbound marketing strategies. Thanks for joining us, Eric.

Enterprise Management 52

Enterprise Management Marketing Budget Multi-Touch Attribution Brand Identity 52

Zoominfo

JANUARY 14, 2022

We’re here to help you determine what your marketing budget should be, how to distribute and manage it, and ultimately how to advocate for more when the time comes. How to determine what number to ask for At big companies, your budget is often not in your control. ZoomInfo MarketingOS Finally, ABM with data you can trust.

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Budget Programs Marketing Qualified Leads 100

Marketing Insider Group

FEBRUARY 5, 2024

Content Marketing Stats 84% of digital marketing leaders acknowledge the role of AI in enhancing personalization. Zippia) 82% of marketers report that AI significantly influences their content creation plans. Hubspot) 79% of companies have observed revenue growth in marketing and sales due to AI.

Paid Content 214

Paid Content Stats Marketing Budget Webinar Metrics 214

Zoominfo

JULY 14, 2023

Content creation: Every marketing strategy needs a core set of materials that speak to your products, explain your company mission, and showcase how you can support other businesses. You may notice marketers at that company downloaded an eBook about creating a foolproof marketing plan.

Paid Content 130

Paid Content Planning Marketing Report Marketing Budget 130

KoMarketing Associates

SEPTEMBER 23, 2020

And when we look back to the B2B marketing automation trends we outlined last year , it’s impressive how far we’ve come in just one year. So as you plan your B2B marketing strategy and budget for the new year, consider each of these B2B marketing automation trends carefully. Marketing automation is already a $7.25

Marketing Automation Services 296

Marketing Automation Services Marketing AI Marketing Automation Marketing Budget 296

Valasys

JULY 12, 2019

A new study from marketing research firm Gartner revealed that despite the proliferation of digitization, 77% of B2B buyers still are under an impression that making a purchase is time-consuming & even painful. The conventional sales funnel has also changed for good.

Cost 40

Cost ROMI Optimization B2B Marketing 40

Aberdeen

JANUARY 25, 2019

In this week’s roundup of intent data news and features, we’ll assess marketing budgets, touch on LinkedIn, take a trip to an unfamiliar industry, and consider how to format a B2B content marketing strategy. B2B Marketing Budget Boost. This Marketing Daily column explores B2B marketing spend projections for 2019.

Intent Data 40

Intent Data Intent Spending Top of Funnel 40

Engagio

NOVEMBER 16, 2017

This year, 72% of companies surveyed increased their ABM budget, according to a study from the ITSMA and ABM Leadership Alliance. The rapid success of ABM is clearly driving demand for increased investment. But, making the shift to Account Based Marketing comes with questions of how to best fund this important initiative.

Account Based Marketing 97

Account Based Marketing Budget Programs ABM Marketing Budget Creation 97

Heinz Marketing

MARCH 27, 2023

I’d love to hear a little bit about what you’re seeing in the market, both in terms of the evolution of the marketing function, as well as how people are sourcing that work. And when you used to ask marketers about transformation, it’s we want to do some innovation.

Demand Generation Agencies 88

Demand Generation Agencies Work Management Budget Programs Paid Search Agency 88

KoMarketing Associates

JANUARY 18, 2018

B2B marketers became more efficient at developing content and increased focus on strategy development. If you haven’t already, take a deeper look at your content creation process, as well as your overall strategy, to see where improvements can be made. 55% Use Lead Gen/Nurturing to Measure Content Marketing Success.

Paid Content 236

Paid Content Statistics B2B Marketing Planning 236

LeanData

AUGUST 5, 2015

In my previous role, I oversaw a sizable demand gen budget that included advertising, syndication, interactive content and marketing technology. When I took my new position, suddenly I was responsible for managing the entire Marketing budget — but the overall number was only marginally bigger. Design get flashier.

Lead Scoring 40

Lead Scoring Lead Ranking Leads Lead 40

LeanData

AUGUST 5, 2015

In my previous role, I oversaw a sizable demand gen budget that included advertising, syndication, interactive content and marketing technology. When I took my new position, suddenly I was responsible for managing the entire Marketing budget — but the overall number was only marginally bigger. Design get flashier.

Lead Scoring 40

Lead Scoring Lead Ranking Leads Lead 40

LeanData

AUGUST 5, 2015

In my previous role, I oversaw a sizable demand gen budget that included advertising, syndication, interactive content and marketing technology. When I took my new position, suddenly I was responsible for managing the entire Marketing budget — but the overall number was only marginally bigger. Design get flashier.

Lead Scoring 40

Lead Scoring Lead Ranking Leads Lead 40

ClickZ

APRIL 15, 2020

The ability to sell software as a service changed that since the upfront investment in software and the onboarding process were better aligned with how marketing budgets worked. Engagio connects to a company’s existing systems like CRM and marketing automation to deliver an account-based lens.

Account Based Marketing 127

Account Based Marketing Marketing Automation Services Enterprise Management Work Management 127

LeanData

AUGUST 5, 2015

In my previous role, I oversaw a sizable demand gen budget that included advertising, syndication, interactive content and marketing technology. When I took my new position, suddenly I was responsible for managing the entire Marketing budget — but the overall number was only marginally bigger. Design get flashier.

Lead Scoring 40

Lead Scoring Lead Ranking Leads Lead 40

Full Circle Insights

FEBRUARY 28, 2021

Modern notions of the “single source of truth” concept originated in the information system design world. With reports generated in the de facto revenue reporting system, marketing leaders can demonstrate their department’s contribution to the value creation chain. Optimize Your Marketing Mix in Salesforce.

Lead Ranking 89

Lead Ranking Sales Management Marketing Attribution Full Circle Insights 89

LeanData

DECEMBER 18, 2015

If a tougher economic climate indeed is ahead for the tech businesses — you know, the whole “Winter is Coming” motif — then it will greatly affect how marketers do their jobs. Tighter marketing budgets will require that dollars are deployed more wisely. The free-spending days will come to an end. Arts and Crafts.

Marketing Attribution 40

Marketing Attribution Marketing Budget Startups Budget Programs 40

LeanData

DECEMBER 18, 2015

If a tougher economic climate indeed is ahead for the tech businesses — you know, the whole “Winter is Coming” motif — then it will greatly affect how marketers do their jobs. Tighter marketing budgets will require that dollars are deployed more wisely. The free-spending days will come to an end. Arts and Crafts.

Marketing Attribution 40

Marketing Attribution Marketing Budget Startups Budget Programs 40

LeanData

DECEMBER 18, 2015

If a tougher economic climate indeed is ahead for the tech businesses — you know, the whole “Winter is Coming” motif — then it will greatly affect how marketers do their jobs. Tighter marketing budgets will require that dollars are deployed more wisely. The free-spending days will come to an end. Arts and Crafts.

Marketing Attribution 40

Marketing Attribution Marketing Budget Startups Budget Programs 40

LeanData

NOVEMBER 25, 2015

The fuel for that expansion has been sales and marketing budgets. In this market, they can raise a ton of money, but so can a lot of [less capable] competitors that wouldn’t be in business otherwise,” Gurley told MIT Technology Review. But markets aren’t always “up and to the right,” he added. Everything is cyclical.

Cost 40

Cost Allocation Terms and Conditions Burn Rate 40

LeanData

NOVEMBER 25, 2015

The fuel for that expansion has been sales and marketing budgets. In this market, they can raise a ton of money, but so can a lot of [less capable] competitors that wouldn’t be in business otherwise,” Gurley told MIT Technology Review. But markets aren’t always “up and to the right,” he added. Everything is cyclical.

Cost 40

Cost Allocation Terms and Conditions Burn Rate 40