Martech

FEBRUARY 28, 2022

But in all of my years in B2B, whether as a marketer, an agency person, a consultant or a fractional CMO, people have considered email an important channel but have overlooked its true potential for fulfilling company goals. As an email marketer, everything you do, especially in B2B, is about cultivating and recognizing intent.

Marketing Automation Services 125

Marketing Automation Services Intent Marketing Automation Email Marketing 125

B2B Marketing Directions

JUNE 11, 2023

Source: Kogan Page Limited Understanding how business people actually make buying decisions on behalf of their company is vital to B2B marketing success. About a decade ago, the B2B buying process model developed by SiriusDecisions (now part of Forrester) became widely popular with B2B marketers. Webster and Yoram Wind.

Top of Funnel 40

Top of Funnel Buyer's Journey Lead Ranking B2B Thought Leadership 40

6sense

JULY 21, 2016

In the words of B2B ESP keynote speaker Andrew Davis , “Marketers are addicts – always chasing a high.” At this year’s premier predictive intelligence summit, B2B ESP, the main message was that marketers have to break this cycle. Strangely enough, salmon was a major topic during B2B ESP, or more generally – fish.

Forrester 48

Forrester B2B Thought Leadership B2B CMO 48

Marketing Insider Group

DECEMBER 20, 2012

By Brian Kardon - CMO, Lattice Engines. I vividly remember a lunch with my friend, David Meerman Scott – author, digital, speaker extraordinaire and recovering CMO. My own real-time vision had been shaped by my years as CMO at Eloqua, helping to build marketing dashboards for CMOs just like me.

Eloqua 100

Eloqua Work Management Planning Marketing Management 100

Webbiquity

JANUARY 5, 2021

Principal Analyst, Forrester Research. Fractional CMO, Marketing Growth Strategist, Pivot Marketer, Collaboration Author, Wine Blogger, Speaker, Tweets are my own views. VP @strategicedu; Former COO @hackbright; Proud husband+dad of 3 boys; passionate about #diversity #changetheratio & all MN sports; @marquetteU; thoughts=mine.

Twitter 259

Twitter Startups Work Management Marketing Management 259

Adobe Experience Cloud Blog

MARCH 13, 2017

In HOOKED: How Clever Brands Create Addictive Content That Drives Revenue, Andrew Davis, Founder and CMO of Monumental Shift, will teach you how to create content so good it’s addictive. Marketing leaders not only look to meet the challenges their audience faces today but anticipate the challenges they will face in the future.

Sales Management 126

Sales Management Account Based Marketing Planning ABM 126

SWZD

APRIL 9, 2019

ABM has become the dominant go to market strategy for B2B marketers. Virtually every firm we have interviewed in our thought leadership series has implemented an ABM approach to the marketplace. Many of the following takeaways are known if you follow Gartner and Forrester (or even us!) but worth reviewing.

DemandBase 48

DemandBase Account Based Marketing ABM B2B Thought Leadership 48

Exo B2B

MARCH 8, 2018

So, with much enthusiasm, we skimmed through blogs, B2C and B2B marketing sites. Each year, several personal blogs and websites list their top 50 or 100 influencers in marketing, social networks or even B2B marketing. In addition, in 2016, Tamara was named the #1 Most Influential Woman in Martech by B2B Marketing.

Advertising Agencies 105

Advertising Agencies B2B Thought Leadership Blogger Marketing & Strategy 105

6sense

DECEMBER 8, 2021

And as Forrester pointed out, the switch to virtual events netted “broader reach, better attendee data acquisition, and extension of value beyond the physical date.” And we, as B2B marketing leaders, have an opportunity — and an obligation — to effect change. That undermines the event value and impacts the sponsor’s brand.”.

Ideal Customer Profiles 62

Ideal Customer Profiles Lead Ranking Personalization Lead Scoring 62

Aberdeen

JUNE 20, 2018

For this reason, I began to ask B2B marketing and product management executives why they thought “insights” figured so prominently in BI positioning. For example, Forrester analyst Brian Hopkins began talking about “systems of insight” in 2014, and first wrote about “insights-driven businesses” in 2015. Are “insights” a benefit?

Positioning 40

Positioning Enterprise Management Marketing Management Forrester 40

Exo B2B

FEBRUARY 26, 2019

Content marketing and artificial intelligence should be the main B2B marketing trends in 2019. Or this post from Michael Brenner on Marketing Insider Group’s blog, covering the trend in content personnalisation to reach the right audience, also quoting a Forrester study. And this is no surprise. You’re still in doubt?

Marketing AI 49

Marketing AI Trends Enterprise Management Forrester 49

Marketing Insider Group

OCTOBER 13, 2015

That was the question at hand for a panel that Carlos Hidalgo, president of ANNUITAS hosted at Content Marketing World 2015 in Cleveland with Kathy Button Bell , CMO Emerson , Brian Kardon , CMO, Lattice Engines and Mark Wilson , SVP Marketing, BlackBerry and myself. It’s too much for B2B. But here goes…. Creativity matters.

B2B Thought Leadership 100

B2B Thought Leadership CMO Stats B2B Sales 100

Mereo

SEPTEMBER 29, 2022

Buying committees are on the rise in the new B2B buyer journey. In the 2022 DemandGen survey of 340 B2B executive buyers , 68% indicated this was the most important element in their ultimate solution decision. No longer are your salespeople addressing just the one decision-maker who can say “yay” or “nay” to your solution.

Buy 41

Buy B2B Thought Leadership Buyer's Journey Case Studies 41

6sense

AUGUST 28, 2021

And as Forrester pointed out, the switch to virtual events netted “broader reach, better attendee data acquisition, and extension of value beyond the physical date.” And we, as B2B marketing leaders, have an opportunity — and an obligation — to effect change. That undermines the event value and impacts the sponsor’s brand.”.

Ideal Customer Profiles 48

Ideal Customer Profiles Lead Ranking Personalization Lead Scoring 48

Heinz Marketing

JULY 2, 2018

It’s just 30 minutes long, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. Demandbase is one of the leading providers of account based marketing technology to B2B companies. Each week we are featuring some of the best and brightest minds in sales and marketing and B2B.

Account Based Marketing 41

Account Based Marketing Peer-to-peer DemandBase Forrester 41

Biznology

JUNE 10, 2016

Earlier this year, LinkedIn set out to determine which departments wield the most influence over B2B buyers across a number of different sectors. Their findings show that overall, marketing has 30% more sway than sales in a typical B2B buying decision and that marketing has 27% more sway than business development. Like this post?

Top of Funnel 80

Top of Funnel Linkedin Paid Search Agency B2B Thought Leadership 80

Allocadia

JUNE 7, 2019

According to Forrester , B2B marketing executives are not in denial. Because we utilize Allocadia internally to manage our marketing investments in line with business objectives, our CMO James had the answer at the click of his mouse. With this release, we’ve applied data-driven discipline and focus to the customer journey.

Marketing Budget Creation 40

Marketing Budget Creation Planning Top of Funnel Budget Programs 40

Allocadia

APRIL 16, 2019

According to Forrester , B2B marketing executives are not in denial. Because we utilize Allocadia internally to manage our marketing investments in line with business objectives, our CMO James had the answer at the click of his mouse. With this release, we’ve applied data-driven discipline and focus to the customer journey.

Marketing Budget Creation 40

Marketing Budget Creation Planning Top of Funnel Budget Programs 40

Marketing Insider Group

JANUARY 6, 2020

Digital Summit conferences bring thought leaders and speakers from some of the world’s leading brands together at conferences throughout the US. DigiMarCon conferences make up the largest digital marketing conference series in the world, bringing together some of the most thought-provoking speakers from all over the world.

Conference 58

Conference Marketing AI Work Management Marketing Management 58

Terminus

MAY 24, 2017

Innovative B2B marketers and CMOs are rallying behind the idea of account-based marketing (ABM) because it’s a proven strategy to grow revenue. For decades, B2B SaaS industry leaders have been misguided in their view of marketing as a lead gen machine. Content marketing to engage people through thought leadership.

Account Based Marketing 22

Account Based Marketing Lead Ranking Marketing Qualified Leads B2B Thought Leadership 22

Adobe Experience Cloud Blog

APRIL 16, 2013

Leading the discussion were Marketo’s CEO Phil Fernandez and CMO Sanjay Dholakia. The thought leaders included: Chris Heuer , Internet Marketing Expert. Laura Ramos, VP and Principal Analyst, Forrester. Kathleen Schaub , VP, CMO Advisory Practice, IDC. Lori Wizdo , Principal Analyst, Forrester. This is newer.

Marketing Management 48

Marketing Management B2B Thought Leadership Top of Funnel Forrester 48

Ambal's Amusings

MARCH 18, 2010

Does viral work for B2B marketing? We asked B2B Marketing experts: What are the components of a "good" viral B2B Marketing Campaign? "B2B Marketing Campaigns Need Results Beyond Views" Ardath Albee's Bio. Ardath Albee is a B2B Marketing Strategist. Does viral work for B2B marketing?

Viral Marketing 100

Viral Marketing B2B Marketing Campaigns B2B Thought Leadership 100

Ambal's Amusings

APRIL 29, 2010

We asked B2B Marketing experts: " How should B2B marketers balance the need for free content (helpful for prospects decision making) Vs. the need to have content that produces a steady flow of good leads (that can directed to sales team)? Ardath Albee is a B2B Marketing Strategist. Marketo's Modern B2B Marketing.

Top of Funnel 100

Top of Funnel Marketing Automation Services Webinar Metrics Content Marketing 100

Ambal's Amusings

DECEMBER 17, 2009

I have invited our Panel of B2B Marketing Experts to reflect on 2009 and answer the following question: What was your aha moment in 2009 ? Recommended Resources from B2B Marketing Experts. Forrester Blog for Interactive Marketing Professionals. Brian Carroll's blog B2B Lead Generation Blog. Marketo's Modern B2B Marketing.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B Thought Leadership 100

Hubspot

APRIL 27, 2015

To help you get a leg up on creating content that will help you establish thought leadership, I’ve compiled a list of 9 of the most reputable and reliable resources for fresh marketing statistics. Best of all, the research is demarcated by B2B and B2C marketers, as well as along industry lines for highly specific information.

Paid Content 28

Paid Content Stats Resources Peer-to-peer 28

Adobe Experience Cloud Blog

SEPTEMBER 3, 2013

thought raced through my mind. I’m no seasoned blogger by any stretch of the term, but I thought I would share what I learned during my experience and how I got over my fears and published my first blog post. Whether you are a B2B or B2C company, the summer intern or the CMO, writing is required. I’ll admit, I was scared.

B2B Thought Leadership 48

B2B Thought Leadership Marketo Terms and Conditions Thought Leadership 48

Adobe Experience Cloud Blog

MAY 10, 2016

After the (awesome) performance, he sat down with Marketo CMO Sanjay Dholakia for an insightful interview that covered everything from how to connect with audiences to reinventing yourself to work life balance. One of today’s breakout sessions came from Rusty Warner, Principal Analyst at Forrester. But the energy did not stop there.

Digital Transformation 48

Digital Transformation Planning Marketo B2B Thought Leadership 48

Ambal's Amusings

OCTOBER 15, 2009

In ClickInsights Expert Interview Series we feature top notch industry experts and thought leaders and get their insights, opinions and predictions. What types of metrics do B2B marketers need to measure a marketing campaign's success? Recommended Resources from B2B Marketing Experts. Marketo's Modern B2B Marketing.

ROI 100

ROI B2B Marketing Paid Search Agency Planning 100

KoMarketing Associates

MARCH 8, 2018

How well are you managing your B2B marketing performance? This is what Marketing Performance Management (MPM), is all about – and this discipline involves three basic pillars: Plans – Tactical activity and strategic goals set by the CMO. – Allison Snow, Senior Research Analyst, Forrester. Final Thoughts.

B2B Marketing 186

B2B Marketing Work Management Planning Marketing Management 186

Hubspot

NOVEMBER 16, 2012

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. In 2011, Forrester released a report called " The Rise of the Chief Customer Officer." "Ch-ch-ch-ch-changes."

Planning 28

Planning Paid Search Agency Advertising Agencies Top of Funnel 28

Ambal's Amusings

SEPTEMBER 17, 2009

In ClickInsights Expert Interview Series we feature top notch industry experts and thought leaders and get their insights, opinions and predictions. One of the many goals of B2B marketing is to continuously forge better customer relationship. Recommended Resources from B2B Marketing Experts. Marketo's Modern B2B Marketing.

Work Management 100

Work Management Marketing Management B2B Marketing B2B 100

Heinz Marketing

DECEMBER 31, 2018

The show is thirty minutes long, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. We were thrilled this last time to talk to Matt Gorniak , Chief Revenue Office and Co-Founder at G2Crowd in an episode called, How to Optimize Reviews to Accelerate Sales for Your B2B Products.

Top of Funnel 65

Top of Funnel Budget Programs Peer-to-peer B2B Sales 65

Buzz Marketing for Technology

MARCH 13, 2014

Posted in Advertising Behavioral Targeting Big Data Business Intelligence Commerce Content Marketing Conversational Marketing Conversion Optimization Customer Customer Experience Inbound Marketing Influencer Interactive Marketing Lead Generation Lead Nurturing Leadership Online Advertising Online Testing Optimization Strategy Thought Leadership.

Sales Qualified Leads 100

Sales Qualified Leads Lead Ranking Lead Scoring Ideal Customer Profiles 100

ViewPoint

APRIL 13, 2012

In this second episode of PowerViews, I have the pleasure of talking with Jeff Ernst who provides advisory services to CMO and marketing leadership professionals as Principal Analyst at Forrester Research. Jeff joined Forrester after spending 20 years in sales and marketing.

Work Management 120

Work Management Marketing Management Planning Paid Search Agency 120

Ambal's Amusings

AUGUST 27, 2009

In ClickInsights Expert Interview Series we feature top notch industry experts and thought leaders and get their insights, opinions and predictions. B2B marketers are producing, managing, and distributing marketing content to reach prospects and turn them into customers. Recommended Resources from B2B Marketing Experts.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand B2B Marketing 100

Heinz Marketing

MAY 11, 2019

In addition to our Sunday App of the Week feature, we also summarize some of our favorite B2B sales & marketing posts from around the Web each week. Forget What You Think You Know About Content Marketing: B-to-B CMO Spotlight. Thanks for your thoughts, Drew Neisser. Great insight via Forrester.

Lead Nurturing 73

Lead Nurturing B to B B2B Thought Leadership Leads 73

Martech Advisor

OCTOBER 18, 2019

This is the gist of earned media, or as Forrester puts it, “ When customers become the channel.” For instance, a blogger may write a blog or record a video about your product, whereas a customer may write a product review on your website (testimonial for B2B organizations) or directories such as Yelp, TripAdvisor, and so on.

Practices 43

Practices Examples WOM Media 43