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| | B2BBLOGGERS
SEPTEMBER 19, 2012 Follow The Money To The CMO
Tech companies woke up and saw the growing role of technology in the marketing department – web analytics, marketing automation, social media, digital advertising and digital creation. The CMO’s budget was surging and the CIO’s was receding. Tech companies started to follow the money long before Gartner Analyst Laura McLellan boldly declared earlier this year: “by 2017, the CMO will spend more on IT than the CIO.”. It started with Adobe’s purchase of web analytics company Omniture in 2009. They, too, are following the money to the CMO. B2B Blogger
| | BUZZ MARKETING FOR TECHNOLOGY
NOVEMBER 14, 2012 Why Digital Marketers Need to Get More Personal
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.
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| | LEAD VIEWS
AUGUST 16, 2010 The Giants in the Marketing Technology Landscape
IBM recently announced that it has entered an agreement to purchase Unica in a cash transaction worth approximately $480 million. Post acquisition, Unica’s software unit will work with IBM’s business analytics and optimization consulting organization – a team of 5,000 consultants and a network of analytics solution centers.
| | MODERN B2B MARKETING
MAY 25, 2010 How does Time affect Marketing Accountability?
CMO Council: Marketing Outlook 2008.). Forrester’s Q1 2007 B2B Marketing Measurement Online Survey.). 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.
| | HUBSPOT
AUGUST 27, 2012 33 Stats That Paint a Picture of the Future of Marketing
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!
| | HUBSPOT
NOVEMBER 16, 2012 Understanding the New Roles in Marketing
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.
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MODERN B2B MARKETING Going from Good to Great Marketing: Leading and Managing Change
| FRIDAY, JANUARY 25, 2013
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. Marketers also need new skills so they can use data and analytics
to make more informed decisions for continual improvement. Content managers and directors are needed to develop engaging content that moves buyers through the purchase
process. MORE >>
CONNECT THE DOCS How to measure ROI on creating and marketing content?
| FRIDAY, NOVEMBER 12, 2010
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. To learn more about revenue cycle analytics
and how it helps measure marketing ROI, subscribe to the Modern B2B marketing Blog or follow Marketo on Twitter. " Ardath Albee. Blogs. MORE >>
LEAD VIEWS The Giants in the Marketing Technology Landscape
| MONDAY, AUGUST 16, 2010
IBM recently announced that it has entered an agreement to purchase
Unica in a cash transaction worth approximately $480 million. Post acquisition, Unica’s software unit will work with IBM’s business analytics
and optimization consulting organization – a team of 5,000 consultants and a network of analytics
solution centers. IBM’s acquisition of Coremetrics, a leader in Web analytics
software was just 2 weeks back and interestingly Coremetrics shares quite a few overlapping features with Unica. MORE >>
DELICIOUS B2BMARKETING Integrate Social Networks with your Corporate Website with ‘Social Sign On’
| FRIDAY, OCTOBER 1, 2010
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. Yet, despite the options, I’d like to discuss an underlying technology that is going to be core to the infrastructure of these programs going forward: Social Sign On. Or do I interpret this wrong? MORE >>
VIEWPOINT CMOs: Wield Powers of Influence to Gain a Seat at the Executive Table
| TUESDAY, MARCH 6, 2012
Overall, it requires an understanding of the purchase
process from the buyer's point of view. As Forrester
Research analyst Kerry Bodine said , “Once the customer journey is truly understood, CMOs need to help their teams take an honest look at how they influence each touch-point along the way…In addition to understanding their own roles, marketers also need to understand how other internal employees and external partners influence the customer experience.” Source: Forrester
, Metrics that Matter for B2B Marketers, October 26, 2011. Chapman. Need more? MORE >>
- Digital: a Core Part of the Marketers Tool Kit FIFTH GEAR ANALYTICS | THURSDAY, AUGUST 23, 2012
- Cascading detail for sales enablement B2B MARKETING CONFIDENTIAL | WEDNESDAY, FEBRUARY 10, 2010
- ClickInsights: How can B2B marketers use content effectively for demand generation? CONNECT THE DOCS | THURSDAY, AUGUST 27, 2009
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