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Act-On’s a Leader in the Forrester Wave™ and What That Means to You

Act-On

As a company built by marketers for marketers, we are – from CEO to summer intern – focused on the needs of the CMO and their marketing teams. So, with that said, we were pretty excited to see Act-On Software named a Leader among lead-to-revenue management (L2RM) platform vendors in the Forrester Research, Inc., report: The Forrester Wave™: Lead-to-Revenue Management Platform Vendors, Q4 2016. “… What Act-On might miss in depth, it reaches in breadth,” writes author Lori Wizdo, Principal Analyst for Forrester Research in the report. WIIFY? So, what’s in it for you?

What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon

The Point

Brian Kardon is a respected marketing thought leader, a “Top 10 Global CMO,” and a seasoned executive with a 20-year track record of success. He previously held top marketing roles at Eloqua, Forrester Research, and Reed Business Information before taking the reins as CMO at Lattice Engines , a pioneer in predictive applications for marketing and sales. We see it all around us.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. New digital technologies are bombarding the C-Suite with promises of data-driven analytics. At the same time, incorporating the use of analytics wisely to help stay abreast of customer behavioral trends.

Are CMOs Poised To Take Over Technology Purchasing?

It's All About Revenue

Today, most tech purchase decisions are still being made in the CIO/CTO suite. However, as the debate around CIO-CMO fusion continues, and as data-centric and customer-centric businesses seek to work faster, issues like shadow IT, marketing-led tech, Big Data boom, predictive analytics, etc. CMOs Step into Tech Purchases with Increasing Responsibilities. Rather, the trend is shifting towards Line of Business (LoB) executives making tech purchase decisions. Impressive, but this power increases the responsibilities of the CMO. CMO and CIO vs. CMO or CIO.

Why Digital Marketers Need to Get More Personal

Buzz Marketing for Technology

According to Forrester, Web personalization is “creating experiences on websites or through interactive media that are unique to individuals or segments of consumers.” In reality, every specific piece of information you can gain about your customer—from search information to online behavior and purchases—can be used to create a personalized experience. It makes sense.

B2B Marketing Ops And Marketing Attribution, A Simultaneous Ascendence

bizible

If you’re unfamiliar, the marketing ops role covers a broad array of marketing technology management, from process and workflow design, to reporting and analytics, to planning and budget allocation. But now, customers are completing two-thirds to 90 percent of the purchase decision before contact (according to Forrester). Previously, attribution was a nice-to-have.

Agencies Under Pressure to be More Digital

Act-On

According to Peter Levitan of WPP (who’s purchased a few agencies in his time), digital agencies tend to have a baseline value of 8x EBITDA. A 2015 Forrester survey found that “37 percent of firms place ownership of digital strategy at the ‘C’ level, with a further 44 percent looking to a senior vice president (SVP), executive vice president (EVP), or similar role to direct digital plans.”.

Should “Data Scientists” Really Be #1 on CMOs Wish List?

Radius

Research VP Doug Laney asserted that the need for data scientists was “growing at about 3x those for statisticians and BI analysts” and that there is an “anticipated 100,000+ person analytic talent shortage through 2020.”. We recently co-hosted a series of dinners with the CMO Council in cities across the US, speaking directly with marketing leaders from top business products and services companies about their greatest challenges. This complements feedback that we collected in a survey commissioned through Forrester Consulting. appeared first on Radius.

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Marketing Redefined: 3 Ways Technology Is Transforming Marketing

Modern B2B Marketing

On average, smartphone owners spend two hours a day accessing apps and websites on their phone and pick up or glance at their phones 150-200 times a day, according to Forrester Research’s 2015 report, “Vendor Landscape: Mobile Engagement Automation Solution.” These advances will help you identify a need before your buyer knows it, thus shortening the purchase cycle.

B2B 48

Understanding the New Roles in Marketing

Hubspot

On a related -- but arguably more serious -- note, according to the 2012 CMO Survey by the American Marketing Association and Duke University, Marketing appears to be one of the early rebounders in the initial economic recovery. Marketing operations would be a fit for anyone who has an analytical mind and is interested in marketing and sales strategy. Analytics as a Core Skill.

CMO 54

87 New (Really) Marketing Automation Stats

Marketing Action

You can find it in the Q2 2011 Forrester Wave™ report.). Data & Analytics. Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Forrester Research, Gauging Your Progress and Success , Dec 2013). Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ).

Stats 54

Straight from the Champions’ Mouths: What to Look Forward to at Summit 2017

Modern B2B Marketing

For example, leaders from Gartner, IDC, SiriusDecisions, and Forrester are speaking this year. Ops and analytics nerd? Attend a session about marketing from a CMO’s perspective. I can recall being at Summit in 2014 when RTP was being demoed and we purchased it that year, and 2015 when mobile was introduced. So, don’t just take our word for it! Learning and Career Growth.

70 New (Really) Marketing Automation Stats

Marketing Action

You can find it in the Q2 2011 Forrester Wave™ report.). Data & Analytics. Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Forrester Research, Gauging Your Progress and Success , Dec 2013). Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ).

Stats 56

Insights Drive Better Customer Experience

B2B Marketing Insider

During this time, Forrester found that those companies who performed poorest in the Customer Experience Index also performed poorest in terms of stock performance. I see real-time analytics as being a major driving force to deliver the level of personalisation and relevance that typifies great customer experiences. That’s a great question. The smart ones are doing this today.

33 Stats That Paint a Picture of the Future of Marketing

Hubspot

HubSpot CMO Mike Volpe, when sharing his story on how he came to be HubSpot's fifth employee, says the problem he faced as a marketer was finding an integrated marketing software solution that allowed him to see how his various marketing efforts impacted his website and revenue. Source: Forrester ) Tweet This Stat! Source: CMO Survey ) Tweet This Stat! so we can solve them!

Stats 37

Mastering modern marketing technology leadership over 2 intense days

chiefmartech

Finally, superstar CMO Meagen Eisenberg of MongoDB and her senior director of marketing technology and strategy, Ryan Schwartz , will join me for a candid fireside chat on one of the most critical topics in marketing technology management today: The Secrets to a Great Partnership Between a CMO and a Head of Martech. May 10: DATA & ANALYTICS TRACK. 1:30pm – IBM.

CMO 8

70 New (Really) Marketing Automation Stats

Marketing Action

You can find it in the Q2 2011 Forrester Wave™ report.). Data & Analytics. Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Forrester Research, Gauging Your Progress and Success , Dec 2013). Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ).

73 Experts Reveal B2B Marketing Trends to Leverage in 2017

SnapApp

We'll see brands using that customer-focused content to deliver more personalized and relevant content experiences to build brand awareness, engagement and purchase consideration. In 2017 smart B2B marketers will be making their big data small with analytics solutions and personnel that can connect the dots between intent, experience and action. Marketing automation. Personalization.

Going from Good to Great Marketing: Leading and Managing Change

Modern B2B Marketing

Buyers are now in control of when and how they access information during the purchase process. During our Good to Great virtual event, Forrester presented on our keynote with our CMO Sanjay Dholakia and brought up a number of great points about how to transform your organization to match the pace of the today’s marketer. But where do you start? Automate processes.

B2B 17

How does Time affect Marketing Accountability?

Modern B2B Marketing

CMO Council: Marketing Outlook 2008.). Forrester’s Q1 2007 B2B Marketing Measurement Online Survey.). I must admit, while the concept of marketing accountability is nothing new, until now, no marketing analytics solution has effectively understood the deep role that time must play in an accurate marketing analytics. Time” influences marketing analytics in many ways.

Integrate Social Networks with your Corporate Website with ‘Social Sign On’

delicious b2bmarketing

Once a customer logs onto your website, then takes an action (blog comment, survey, product review or purchase, download, view video, etc.), Web Strategy by Jeremiah Owyang Home About Speaking Research Media Contact Subscribe via RSS Connect with Jeremiah: twitter friendfeed linkedin flickr technorati Connect with Jeremiah on twitter A few years ago, critics said Blogging was a fad.

Rethink Podcast #13: What It Means To Become An Advocate Marketer

Act-On

In this episode of the Rethink Podcast, Act-On CMO Michelle Huff interviews Jill Rowley as they discuss what it means to be an advocate marketer. For example, I do a ton of work with GE, as I mentioned, and any time that Beth Comstock ‒ their chief of growth and innovation, and their former CMO ‒ any time Beth sends a tweet, I’m notified in real time. I had lunch with Laura Ramos, she’s the VP of research, analyst at Forrester. And then I think Sirius just recently said of the people who purchased, 50 percent are rethinking their existing implementation.

Agencies Under Pressure to be More Digital

Act-On

According to Peter Levitan of WPP (who’s purchased a few agencies in his time), digital agencies tend to have a baseline value of 8x EBITDA. A 2015 Forrester survey found that “37 percent of firms place ownership of digital strategy at the ‘C’ level, with a further 44 percent looking to a senior vice president (SVP), executive vice president (EVP), or similar role to direct digital plans.”.

CMOs: Wield Powers of Influence to Gain a Seat at the Executive Table

ViewPoint

Overall, it requires an understanding of the purchase process from the buyer's point of view. With 70% of tech purchases at the RFP stage by the time the vendor knows about the opportunity, content has become critical to shepherding prospects down the path to purchase. Source: Forrester, Metrics that Matter for B2B Marketers, October 26, 2011. Chapman. Drive Alignment.

How to measure ROI on creating and marketing content?

Connect the Docs

This is due to expanded self-education via the vast amount of information online, more people involved in the buying process and the resulting increase in time it takes to gain consensus to get to complex purchase decisions. The first step to measuring marketing’s contribution to the business is by analyzing the common revenue analytics stages: Common Revenue Analytics Stages.

ClickInsights: How can B2B marketers use content effectively for demand generation?

Connect the Docs

Forrester Blog for Interactive Marketing Professionals. Keeping a Closer Eye on Content ROI – CMO Council. Keeping a Closer Eye on Content ROI – CMO Council. Use content as offers or calls-to-action , ideally designed to appeal to prospects at different stages of their buying process, as they move from awareness to inquiry to consideration and to purchase.

Cascading detail for sales enablement

B2B Marketing Confidential

This sounds like a "duh" recommendation, because weve all heard the trite adage about the CMO who says "I know I could cut 50% of my marketing spend, I just dont which 50%". This is an extension of what Scott Santucci of Forrester Research has in mind when he talks about engineering sales conversations. In hindsight, it was ultra-simple. Second, only produce 1/5 of the material.