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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.

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.

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. by Yarden Gilboa. Changes in customer and buying behaviors continue to rock the very foundations of many industries.

Follow The Money To The CMO

B2Bbloggers

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.”. And follow they did.  It started with Adobe’s purchase of web analytics company Omniture in 2009. They, too, are following the money to the CMO.

CMO 38

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.  In comparison, typical agencies are valued at 2-5x EBITDA. In practice, a digital agency must be seen not only as a key business partner to the CMO – but to the CIO and rest of the C-Suite as well. over 2015. Digital Work Drives Agency Growth.

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.

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 44

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 54

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.

B2B 34

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 53

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! 3) 75% of B2B companies do not measure or quantify social media engagement.

Stats 41

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. What technologies do you see as enabling better customer experience? I see real-time analytics as being a major driving force to deliver the level of personalisation and relevance that typifies great customer experiences.

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 18

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.

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.), its a prime opportunity to have them share their experiences with friends and colleagues on social networks. Managing these multiple login systems from all these social networks is cumbersome due to changing APIs, protocols. Expect more now.

How does Time affect Marketing Accountability?

Modern B2B Marketing

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. Where is the disconnect?

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.  In comparison, typical agencies are valued at 2-5x EBITDA. In practice, a digital agency must be seen not only as a key business partner to the CMO – but to the CIO and rest of the C-Suite as well. over 2015. Digital Work Drives Agency Growth.

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.