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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. Now, they will add making tech purchase decisions to the list. There is nothing new about that.

How to Measure the ROI of Your Marketing Programs

Modern B2B Marketing

by Jon Miller (@jonmiller) Measuring the contribution that a given marketing program has on revenue and profits is the holy grail of marketing measurement. This blog post is all about how marketers can answer this challenging question – and build a sensible framework for measuring the effectiveness of their decisions. Why Measuring Marketing Programs is Hard. Definition.

20 (More of the) Best SEO Guides, Tips and Insights of 2011

Webbiquity

Discover how to use Google Analytics data, technical tweaks, website audits, keyword research, fresh content, social media activities and more for SEO success here in 20 more of the best SEO guides of 2011, a follow-up to 40 of the Best SEO Guides, Tips and Insights of 2011 (So Far) published last November. SEO remains the most cost-effective way to drive website traffic. Example: “2.)

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The Challenges in Adoption of Marketing Technology « The Effective.

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking The Challenges in Adoption of Marketing Technology A recent webinar hosted by Neolane, “ Crack the Code – Getting C-Suite Buy-In for Your Marketing Tech Purchases &# had a very interesting presentation by Suresh Vital  from Forrester Research. Companies need to be able to track and measure customer interactions from a reliable source and that has driven a lot of the recent interest in Marketing Automation and Customer Intelligence technologies.

5 Ways to Improve the Quality of Your B2B Leads

The Forward Observer

2010 Forrester Research study found that companies that excelled at lead nurturing were able to generate 50% more sales-ready leads at a 33% lower cost per lead than other companies. Various studies show that buyers now are really only engaging with sales representatives in about the last third of their purchasing process. You might have weak leads. The number and the quality.

Guide Your Buyers Through the Customer Journey with Social Media

Modern B2B Marketing

With a s much as 90% of a buyer’s journey being self-directed, according to Forrester Research’s 2015 report, “Don’t Let Muddled Messaging Compromise Customer Experience,” it’s clear that the modern customer journey now begins with self-education. It’s important to remember that engagement with a brand doesn’t necessarily begin or end with a purchase. Be authentic.

9 Things Your Online Store Should Have To Keep Customers Happy

Vertical Response

You want a visitor’s experience to be easy and enjoyable for them to make a purchase or book an appointment, and share their positive experience with friends. Make it simple for customers to follow you, share their wish lists and purchases, and inspire them to pass your social posts on to friends. search box provides a service to not only your customers but also your analytics.

How to measure ROI on creating and marketing content?

Connect the Docs

Measuring ROI on content marketing is not straightforward; that is why most firms put measurement on the back burner. But measuring doesn't have to be difficult. We asked our panel of B2B marketing experts "How can B2B marketers measure return on investment (leads generated, market awareness etc) for the money/effort spent on creating and marketing content? Blogs.

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 ).

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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 ).

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The ROI of Influencer Marketing

Marketing Action

And, furthermore, can the value and impact of influencers be measured? And yes, its value and impact can be measured. Influencer marketing is as old as the hills, but technology and the Internet have blown the doors off its potential; not only can influencers reach more (and different) people than you can, they can sway opinions and impact purchasing decisions at unprecedented scale.

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Nurturing Leads With Webinars: Awareness is Just the Beginning

Marketing Action

Marketers’ primary goal is straightforward: to identify new prospects and progress them from one stage of the buying process to the next, ultimately moving them to the purchase stage. In fact, according to Forrester Research , webinars are the #1 marketing tactic at each stage of the sales funnel. Purchase. Awareness. Consideration. Evaluation. So what are you waiting for?

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.”. The marketing team must now focus on simplifying process and focusing on the key measures of success, including what works and what does not work so that they know what they can eliminate. This complements feedback that we collected in a survey commissioned through Forrester Consulting. The post Should “Data Scientists” Really Be #1 on CMOs Wish List?

Insights Drive Better Customer Experience

B2B Marketing Insider

In addition to this I think how socially active a company is coupled with their desire to truly ‘engage’ their customers (as opposed to broadcasting to them) via these channels is also a useful measure. During this time, Forrester found that those companies who performed poorest in the Customer Experience Index also performed poorest in terms of stock performance.

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.

Best Twitter Tips, Tools and Tactics of 2011

Webbiquity

Twitter users are twice as likely to purchase from companies they follow than are Facebook users. Laurie Sullivan summarizes a report from Forrester Research outlining the challenges and opportunities marketers face in using Twitter effectively. The Top Ten Twitter Statistics and Analytics Tools by Dead Dinosaur. How Twitter Web Analytics Will Help Your Business by PCWorld.

Understanding the New Roles in Marketing

Hubspot

Marketing operations professionals are charged with m onitoring, measuring, and analyzing the effectiveness of marketing initiatives as they relate to the overall company's goals. 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. "Ch-ch-ch-ch-changes." The Technology CMO.

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B2B Websites: How To Generate More Leads

The Forward Observer

In the past, there was less information available for buyers researching a purchase. At that point, the seller could educate the buyer and influence the buyer’s research and ultimate purchase. According to Forrester , buyers can be anywhere from two-thirds to 90% through their purchase before first contacting the seller. Don''t be. Lots of companies are in the same boat.

3 Marketing Fundamentals for Busy B2B Marketers

SnapApp

Measureable. What kind of content do they want at each stage of their journey, and what questions will they have as they progress (ideally) toward a purchase? Lori Wizdo at Forrester has a helpful process for defining the buyer’s journey and laying it out in a readable map. Dig into your analytics and identify any weak spots. Winter. Go back to your fundamentals.

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. And follow they did.  It started with Adobe’s purchase of web analytics company Omniture in 2009. The fit was perfect for Adobe: they now had the software to help marketers both create digital experiences and measure them. Forrester Research recently recommended establishing an “office of marketing technology” to deal with all the technologies in marketing. It began in 2009. 

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Retention that Drives Revenue: 5 Tips for Customer Loyalty Programs

Marketing Action

According to Forrester Research , loyalty programs today are doing much more than driving more purchases and bigger profits. For example, Walgreens has a Balance Rewards program that awards points based on store purchases. The study also showed that these customers are more likely to respond to mobile campaigns and to purchase products that are advertised on social media sites.

Facebook Updates Cover Photo Guidelines to Allow Calls-to-Action

Hubspot

Previously -- we dug this up from an old blog post -- Facebook's policies regarding cover photos clearly stated that cover photos cannot include: Price or purchase information, such as “40% off” or “Download it at our website.”. 37% of brands would like to use social media engagement to create customer-tailored marketing campaigns , according to a Forrester report. Awesome!

Tom Pisello: The ROI Guy: Marketing Hierarchy of Needs: Achieving.

Tom Pisello

According to research from IDC and Forrester, marketing spending is anticipated to increase between 3 to 5% for 2011. Marketing Operations and Technology consists of the following services: Lead capture and scoring Collecting and analyzing on-site analytics data Optimizing creative “look-and-feel&# (e.g., How to Measure and Present the Effectiveness of Yo.

Embracing the Age of the Customer: How to Become Customer Obsessed

Modern B2B Marketing

At a recent webinar with Cory Munchbach, analyst at Forrester Research, and Jon Miller, Marketo’s co-founder and VP of Marketing, the two speakers clarified exactly that. When customers make purchases today, they no longer take linear, predictable, easily influenced paths. Make it Measurable. The last piece, of course, is analytics. The challenges facing these marketers.

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33 Stats That Paint a Picture of the Future of Marketing

Hubspot

Source: Forrester ) Tweet This Stat! 3) 75% of B2B companies do not measure or quantify social media engagement. Source: CMO Survey ) Tweet This Stat! 8) 60.2% of marketers are looking for analysis options, as well as other analytics options, in their social media management tools. Marketing Analytics and Integration. so we can solve them! Finally, marketers (and CMOs!)

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Time to Retire Old School B2B Web Practices

Marketri

” And the negative consequences for being “behind the times” can be measureable. Web sites that address the questions a B2B buyer has and provide valuable insight will “warm” up the visitor and increase the chances that they will return when they are ready to discuss a purchase. The B2B marketing world is changing. as helpful links.

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 ).

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Embracing the Age of the Customer: How to Become Customer Obsessed

Modern B2B Marketing

At a recent webinar with Cory Munchbach, analyst at Forrester Research, and Jon Miller, Marketo’s co-founder and VP of Marketing, the two speakers clarified exactly that. When customers make purchases today, they no longer take linear, predictable, easily influenced paths. Make it Measurable. The last piece, of course, is analytics. The challenges facing these marketers.

Aging 30

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. Measure against new metrics. Automate processes.

Digital Marketing Glossary, Part 2

Marketing Action

In a recent post on Content Marketing Institute ’s blog, Eric Wittlake commented that “When many B2B marketers say demand generation, they mean lead generation — which is to say they will measure success based on the number and value of the leads their efforts bring in. Most cars measure the rotational speed of either the wheels or the transmission using a drive cable. license.

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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.

Top 25 Articles and 8 Topics in B2B Marketing for March 2010

B2B Marketing Zone Posts

Best Social Media Stats and Market Research of 2009 - Webbiquity , March 31, 2010 Whether you need data to back up a proposal for investing in social media marketing for CFO, want to understand which online tactics work best for engaging with customers and prospects, or are just an analytics data junky, you’ll find a treasure trove of key insights and happy hour trivia in this collection of the best articles and blog posts on social media and other marketing research of the past year. Inside the Mind of the B2B Buyer – New Paths to Purchase , March 1, 2010. Best of B2B Marketing.

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The Sales Game Has Changed: Here's How to Adapt

Hubspot

As a result of the blogging platform and rich suite of analytical tools combined with our dedication to creating content and landing pages, our incoming leads have increased one hundred times over, going from 15 to around 500 leads per quarter. This is a guest post written by Dave Kurlan , a top rated speaker, best selling author, and sales development thought leader. The result? The result?

How does Time affect Marketing Accountability?

Modern B2B Marketing

While top marketers understand that proving marketing’s impact on revenue is essential to transforming marketing into a revenue driver and an accountable part of the revenue team, only 20% of companies say they excel at measuring the business performance of marketing initiatives. Lenskold Group/MarketSphere Marketing ROI and Measurements Study.). Where is the disconnect?