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Do Self-Service Systems Really Lead to Better Results? Our Member Survey Offers Surprising Answers to Industry Questions

Customer Experience Matrix

I’ve already published my primary analysis on the Institute site (you can download it here ) but wanted to call out a number of findings that either contradict or confirm martech industry conventional wisdom. Some industry vendors report business is booming, but most will admit buyers are taking longer to make decisions.

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Key Findings from the 2021 ANNUITAS Enterprise Marketing Automation Platform Analysis

ANNUITAS

Is it simple to set up for an experienced team and intuitive enough for non-technical marketers to create and monitor programs and generate reports? This analysis focused on the Salesforce ecosystem, given its critical mass. Please expect additional analysis beyond this ecosystem in the future.). EVALUATING ENTERPRISE MAPS.

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Getting back to basics: Marketing ROI

Martech

Read next: 19 questions to ask marketing attribution vendors. It’s our experience to think that marketing is just ads.” .’” Analysis of data shows that it is probably … the least effective form of marketing.” Great expectations, great disappointments. “I I like to say that marketing has a marketing problem,” Brenner said.

ROI 120
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How to Use the Tech Stack to Displace Competitors

DiscoverOrg

More stuff to comb through, more “analysis paralysis,” more time wasted. ’ It’s a really effective way to bubble up companies using specific technologies that work especially well with DiscoverOrg, and redouble our effort towards those accounts – instead of trying to cover all of the ground evenly.”

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Forrester B2B Summit 2023: The Year of the Content AI Clarion Call

PathFactory

We need the first-party data from content engagement — correlated with analysis of the aboutness of that content itself – to train AI, drive personalization and automation and give us the analytics we need to have truly intelligent and actionable CX data models. Now is not the time to be technology laggard!

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Data Silos: The Hidden Barrier to Effective B2B Decision-Making

RDIGS

They create barriers to collaboration by segregating data within different teams or departments. When crucial information is confined within isolated silos, it becomes challenging to identify trends, correlations, and insights that could drive strategic decision-making. This duplication of efforts wastes valuable time and resources.

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12 Key Questions and the Answers You Should Expect When Choosing the Right B2B Sales Data Partner in 2024

SalesIntel

Smaller companies and individual sales teams frequently don’t fully grasp all the other data assets available. Even if quality data is there, if your team can’t easily find it then it’s not helping you. There are different requirements for actionable data depending on who in the go-to-market team is leveraging it.