B2B Marketing Analytics

NOVEMBER 29, 2020

Among the most interesting trends shaping the modern marketing function is the rise of a new breed of the CMOs called the “Revenue CMO”. The role of the CMO has undergone a radical shift especially in B2B technology companies, which are driving the revolution of this new breed of the CMOs.

CMO 100

CMO Marketing Attribution Multi-Touch Attribution Lead Scoring 100

B2B Marketing Directions

SEPTEMBER 18, 2022

Source: "The CMO Survey" (Christine Moorman, 2022) (This month's Research Round-Up is devoted entirely to the September 2022 edition of "The CMO Survey." This research has been conducted semi-annually since 2008, and it consistently provides a wealth of valuable information about marketing trends, spending and practices.)

CMO 52

CMO Customer Surveys Research B2B 52

B2B Marketing Directions

MAY 14, 2022

Source: The CMO Survey (This month's Research Round-Up is devoted entirely to the most recent edition of The CMO Survey, which was published in late February. The CMO Survey has been conducted semi-annually since 2008, and it consistently provides a wealth of valuable information about marketing spending, trends and practices.)

CMO 52

CMO Customer Surveys Research B2B 52

Martech

NOVEMBER 3, 2021

“Year over year we’ve seen marketing analytics at the top of marketing budgets,” said John Hurley, Head of Product Marketing at Amplitude, in his recent MarTech session. “It’s a big spend for a lot of teams.” New marketing analytics tools for a new era.

Analytics 104

Analytics Allocation Product Work Management 104

B2B Marketing Directions

MARCH 14, 2021

The findings of the February 2021 edition of The CMO Survey were published last month. The CMO Survey is led by Dr. Christine Moorman and sponsored by Duke University's Fuqua School of Business, the American Marketing Association, and Deloitte. of those from B2B product companies and 58.8%

CMO 52

CMO Customer Surveys B2B B2B Marketing 52

B2B Marketing Directions

OCTOBER 10, 2021

This is the second of three posts discussing some of the B2B-specific findings of the August 2021 edition of The CMO Survey. The "Part 1" post discussed the economic outlook of B2B marketers and the state of marketing spending in B2B companies. of their total marketing budget on digital marketing activities.

Digital Transformation 52

Digital Transformation CMO Customer Surveys B2B 52

B2B Marketing Directions

OCTOBER 17, 2021

This post will conclude my discussion of several B2B-specific findings from the August 2021 edition of The CMO Survey. In my earlier posts, I reviewed what the survey revealed about the state of marketing spending and the progress B2B companies have made on the digital transformation of marketing. companies.

CMO 52

CMO Customer Surveys B2B Paper 52

ClickZ

MARCH 10, 2020

Q) Can you give us a brief insight into your professional journey and how you became the CMO of Idomoo? I moved to Spain to start working at Telefonica, where I had several Managing Director roles and was responsible for partnerships, open network initiatives and new product launches. After four years of Warner Bros.

CMO 110

CMO Video Marketing Paid Search Agency Personalization 110

Martech

OCTOBER 16, 2023

Marketers are feeling much more optimistic this quarter, according to the CMO Survey from Deloitte. The Marketer Optimism Score, which measures marketer sentiment on a scale of 0 to 100, went from 58.3 It was followed by B2B product marketers at 67.1%, B2B services at 66% and B2C products at 64.5%.

Allocation 116

Allocation Marketing Budget Forecasting Lead Scoring 116

Pearl Digital Marketing

SEPTEMBER 13, 2019

The world today is such that a lot of products and services can be had on demand. There are Uber and Lyft for transportation needs, ready-made apps and software companies can use and integrate into their system (such as SaaS), and Amazon to take care of online shopping needs and product delivery. What is a fractional CMO?

CMO 75

CMO Enterprise Management Work Management Marketing Management 75

B2B Marketing Directions

MARCH 17, 2019

The findings of the latest CMO Survey by Duke University's Fuqua School of Business, the American Marketing Association, and Deloitte were published a few days ago. The latest results are based on responses from 323 marketing leaders at U.S. B2B and B2C companies. As this table shows, only 35.4%

CMO 53

CMO Marketing AI Customer Surveys B2B 53

Sword and the Script | B2B

SEPTEMBER 10, 2019

About 34% of respondents identified themselves as employed by B2B product companies, while another 31% said B2B services, so overall about 60% of respondents are senior leaders in B2B marketing organizations. Here are some of the findings that stood out for me: 1) Senior marketers expect budgets to grow.

CMO 65

CMO Advertising Benchmark Customer Surveys B2B Marketing 65

B2B Marketing Directions

SEPTEMBER 15, 2019

The findings of the August edition of The CMO Survey by Duke University's Fuqua School of Business, the American Marketing Association, and Deloitte were published a few days ago. The latest results are based on responses from 341 marketing leaders at U.S. Marketing Spending On average, marketing expenses amount to 9.8%

CMO 49

CMO Customer Surveys Allocation B2B 49

Crimson Marketing

JANUARY 27, 2014

Inbound marketing is the technique used to adapt to the modern buyer’s journey. Instead of interrupting your buyer, you attract them by personalizing your interactions and product positioning. . The future of marketing spend lies in content creation and content strategy. Mike Volpe is the CMO of HubSpot.

CMO 100

CMO Marketing Automation Services Hubspot Marketing Automation 100

InsightSquared

SEPTEMBER 18, 2019

When sales cycles are short, marketing attribution can be fairly straightforward. The higher the value of the contract, the longer the sales cycle and the more complex the marketing machine, the harder it becomes to know where marketing spend is achieving ROI.

Marketing Attribution 227

Marketing Attribution Paid Search Agency Top of Funnel Funnel Advertising 227

KoMarketing Associates

FEBRUARY 28, 2018

As marketers look ahead to the remainder of the year, those in both the B2B services and B2B product sectors expect their budgets to grow in the coming months. The CMO Survey” from Deloitte, The Fuqua School of Business at Duke, and the American Marketing Association discovered that B2B product marketers expect a 9.3

B2B Marketing 263

B2B Marketing B2B Marketing Budget Creation Marketing Budget 263

Crimson Marketing

NOVEMBER 10, 2014

Your company conducts quarterly budget reviews to determine how well projections aligned with performance. The problem is, by the time you analyze those results, you’ve likely already spent too much—or too little—on marketing. Lance Walter is Chief Marketing Officer for Host Analytics and leads the company’s global marketing efforts.

Budget Programs 100

Budget Programs Enterprise Management CMO Planning 100

Envy

DECEMBER 23, 2020

Planning a B2B marketing budget is one of the big challenges for CMOs, but the size of marketing budgets as a percentage of company revenue has remained more or less stable at 11% since 2012. Yet B2B marketers have been complaining about “not having enough budget” since the dawn of time.

Marketing Budget Creation 118

Marketing Budget Creation Marketing Budget Planning Allocation 118

Porch Group Media

SEPTEMBER 9, 2020

Types of work brought in-house include: 53% – Social Marketing 33% – Creative Production/Content 42% – Video, podcast and photography work 42% – Creative concepting. Martech continues to be a strong category in which CMOs are spending. Source: Valassis. Click here to learn more.

Paid Content 59

Paid Content Spending Paid Search Agency CMO 59

B2B Marketing Directions

SEPTEMBER 16, 2018

To plan effectively for 2019, marketing leaders need a solid understanding for the overall economic and competitive environment and the major trends impacting B2B marketing. The CMO Survey is a valuable resource for information regarding these important issues. of the marketing budget currently to 18.8%

CMO 40

CMO Customer Surveys Trends Planning 40

Marketing Insider Group

AUGUST 10, 2020

When I recently interviewed Kathleen Schaub about the changes in marketing over her long tenure as both a CMO and the lead of IDC’s CMO Advisory Practice, she commented on what had changed most for marketing professionals. Q: Modern Marketing requires “measurements that matter” and ABM is certainly not unique.

Account Based Marketing 329

Account Based Marketing ABM Work Management Marketing Management 329

InsightSquared

SEPTEMBER 18, 2019

When sales cycles are short, marketing attribution can be fairly straightforward. The higher the value of the contract, the longer the sales cycle and the more complex the marketing machine, the harder it becomes to know where marketing spend is achieving ROI.

Marketing Attribution 159

Marketing Attribution Paid Search Agency Top of Funnel Funnel Advertising 159

ClickZ

AUGUST 12, 2019

Which products are returned and which aren’t? What language do customers tend to use when they talk about your products? Contact centers also offer a volume of customer data that’s hard to match with surveys or market research. Rebecca has spent her career in enterprise cloud software and tech marketing.

Enterprise Management 45

Enterprise Management CMO Contacts Marketing Automation Services 45

Martech

MARCH 18, 2022

Is marketing return-on-investment missing in action ? The mystery of the marketing spend has baffled many CEOs, often illustrated by this quip that half the spend is wasted, if they only knew which half. Marketing is not about who can talk faster, or close better. The CMO spends money at the CEO’s request.

ROI 123

ROI Paid Search Agency Advertising Agencies Planning 123

Contently

OCTOBER 11, 2022

At some, a CMO will lead the marketing department and hire a VP of Content Marketing to run content strategy and production. At other organizations, CMOs and CCOs both have a seat at the executive table. The first is their budget. How many people still get those ads showing the same product for purchase?

Peer-to-peer 163

Peer-to-peer Budget Programs Content Class 163

Strategic-IC

FEBRUARY 6, 2023

And the beauty of that focus on accounts is ABM’s ability to deliver truly unique, engaging, and personal buyer experiences that regular B2B marketing strategies simply cannot. Lisa is now Chief Marketing Officer at the Arbinger Institute. You don't have to have a face-to-face meeting.” – Lisa Sharapata, previously CMO at BoostUp 2.

Account Based Marketing 62

Account Based Marketing ABM P2P Ideal Customer Profiles 62

Allocadia

MARCH 31, 2019

Serving B2B markets worldwide, the company designs, develops and sells products and services that provide network infrastructure for networking requirements of service providers, enterprises, governments, and research and public sector organizations worldwide. . – Eric Andrews, VP Global Marketing Operations, Juniper Networks.

Budget Programs 40

Budget Programs Enterprise Management Work Management Marketing Budget 40

Porch Group Media

JULY 6, 2021

GlobalDMA found that 49% of marketers use data to enhance customer experience. According to CMO, 67% of marketers believe speed is one of the primary benefits of data-driven marketing, resulting in the ability to execute their campaigns quickly. CMO Council). CMO Council). GlobalDMA). Digital Doughnut).

Statistics 122

Statistics Planning Advertising Agencies Paid Search Agency 122

B2B Marketing Directions

AUGUST 15, 2021

Last month, Gartner released the findings of its CMO Spend Survey, 2021. The survey produced 400 responses from marketing decision makers and influencers located in North America, Europe and the UK. In manufacturing companies, the mean percentage of total company revenue devoted to marketing fell from 12.7%

Marketing Budget Creation 98

Marketing Budget Creation Marketing Budget Budget Programs Allocation 98

Sword and the Script | B2B

APRIL 16, 2024

Those companies that are in the early stages of a startup building a product stand to gain “the greatest” valuation benefit from marketing About half (45%) of all B2B technology startups make no effort to market their products. There’s less noise in your niche (or market, if you are setting out to create one).

Startups 102

Startups Peer-to-peer Studies Ideal Customer Profiles 102

Webbiquity

JULY 27, 2021

According to Gartner’s annual CMO Spend Survey, as reported by Laurie Sullivan in MediaPost , “Marketing budgets as a percentage of revenue fell to their lowest level in recent history…Marketing budgets as a proportion of company revenue fell from 11% in 2020 to 6.4%

CMO 203

CMO Gartner Budget Programs Spending 203

Martech

MARCH 2, 2023

Boards and the C-suite expect CMOs to lead the way to profitable growth in 2023 despite various macroeconomic pressures manifesting into the “ triple squeeze ,” making everything more expensive. As a forecaster , to predict the outcome that raising or lowering marketing budgets will have on marketing’s contribution to the overall budget.

Marketing Mix 105

Marketing Mix Marketing Attribution Lead Ranking Planning 105

KoMarketing Associates

DECEMBER 5, 2017

It’s clear advances in cloud data and data visualization is quickly becoming invaluable to B2B marketers. Samantha Stone , Author, Founder & CMO, The Marketing Advisory Network. As we go into 2018 marketers must make data integrity a higher priority. And story is the only differentiator in a noisy market.

Marketing Budget Creation 439

Marketing Budget Creation Marketing Budget Budget Programs Marketing AI 439

SmartBug Media

FEBRUARY 21, 2024

The combination of brand positioning, lead generation, digital marketing, local advertising, and paid media helps franchisees maximize their marketing efforts while adhering to established brand standards. For this article, we spoke to franchise business expert Jenn Foster , fractional CMO and founder of Foster Marketing.

Planning 64

Planning Paid Search Agency Marketing Budget Top of Funnel 64

KoMarketing Associates

SEPTEMBER 22, 2021

From the Sagefrog Report: The top three areas of marketing spend this year have been website development (51%), digital marketing (44%), and content marketing (33%). Content Marketing Execution Statistics. 2021 Content Management & Strategy Survey. Making Content Marketing Convert.

Budget Programs 206

Budget Programs Marketing Budget Creation Statistics Allocation 206

Webbiquity

FEBRUARY 2, 2016

Total spending on Internet advertising is predicted to grow 12.9% Less than 8% of total B2B product sales are closed directly through the Internet, versus 15% for B2C products. ( The CMO Survey ). Social ad spending has doubled over the past two years. 2 Digital Marketing Measurement Stats. The CMO Survey ).

Stats 100

Stats Paid Content Banner Ads Marketing Budget 100

Ledger Bennett

JULY 15, 2020

Significant shift in budget since the onset of the pandemic Late last year Gartner published their 2019-2020 CMO Spend Survey , and while budgets had declined a little in 2019, confidence was very high regarding the outlook for 2020. When a crisis hits, a company’s marketing budget is usually the first to go.

Marketing Budget 52

Marketing Budget Marketing Budget Creation Work Management Marketing Management 52