Only B2B

APRIL 30, 2024

Demographics: Understanding the decision-makers (CMO, CFO, IT director) within the company influencing purchasing decisions for your offerings. Technographics: Knowing the technology stack and software of your target companies allows you to tailor the messaging that aligns with their compatibility and integration capabilities.

Marketing Analytics Tools 71

Marketing Analytics Tools B2B Marketing Marketing Strategy Marketing & Strategy 71

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 102

Marketing Mix Marketing Attribution Lead Ranking Planning 102

PathFactory

MAY 24, 2023

According to actual customers, PathFactory is being used across the entire buyer journey from top-of-funnel marketing , to ABM , through the sales cycle and supporting customer adoption and retention. The value can be experienced by the entire Go-to-Market team.

Marketing Analytics Tools 52

Marketing Analytics Tools Advertising Agencies Top of Funnel Buyer's Journey 52

Adobe Experience Cloud Blog

JANUARY 7, 2019

Being able to attribute revenue to marketing campaigns is very important for speaking to leadership or the CMO. Multi-touch attribution provides a more balanced view for a longer sales cycle, but it requires figuring out what weight to give to each stage. However, it is difficult to model.

Multi-Touch Attribution 134

Multi-Touch Attribution Lead Ranking Multi-Channel Thought Leadership 134

Launch Marketing

AUGUST 23, 2023

The Rise of Artificial Intelligence Artificial intelligence has become a highly utilized tool by organizations in all industries, especially marketing. These tools have a vast number of capabilities that are making huge differences. The VP of Marketing must remove any potential roadblocks that prevent project delivery.

Marketing AI 107

Marketing AI Paid Search Agency Demand Generation Agencies Work Management 107

Golden Spiral

APRIL 1, 2022

The average tenure for a CMO has fallen further, to just 40 months , the shortest in the C-Suite. The tenure for a sales VP is much shorter, at around 19 months. Since the beginning of COVID, sales within tech companies has experienced massive attrition with an average tenure for all sales professionals at 21 months.

Top of Funnel 62

Top of Funnel Paid Search Agency Work Management Paid Content 62

Rev

JULY 12, 2023

There are several criteria that marketing teams should consider when deciding if a lead is worth passing along to sales. These include things like the contact’s engagement with marketing campaigns, their level of interest in products and services, their budget and their timeline for making a purchase decision.

Lead Ranking 78

Lead Ranking Marketing Qualified Leads Ideal Customer Profiles Sales Qualified Leads 78

DiscoverOrg

APRIL 20, 2017

And we’ve historically used these types of metrics to justify budget requests for investing in more data purchases. Account-based sales intelligence includes a lot more than email lists. What does the new generation of data offerings look like?

ROI 269

ROI Top of Funnel Ideal Customer Profiles Marketing Management 269

Adobe Experience Cloud Blog

AUGUST 16, 2018

And if you are managing email marketing campaigns your CMO wants to know: What impact did they make in terms of revenue? How did they influence sales and opportunities? These are the metrics that matter to the CMO and rest of the marketing team, and you’ll be expected to report on these metrics with each campaign you launch.

Multi-Touch Attribution 113

Multi-Touch Attribution Email Marketing Practices Planning 113

Zoominfo

OCTOBER 5, 2021

On the flip side, existing customers that may have had value in the past could be putting a dent in your budget. Case in point: 40% of CMO Council members agree that improving GTM processes are top priority. With the right data and tools, buyer personas can be quantified, allowing automation and integration into tools like CRMs.

Enterprise Management 147

Enterprise Management Ideal Customer Profiles Marketing Analytics Tools Work Management 147

Heinz Marketing

MAY 14, 2019

Written by Chris Golec , Founder and CEO, Peter Isaacson , CMO, and Jessica Fewless , VP of ABM Strategy at Demandbase. How important is executive sponsorship in getting an ABM program off the ground and successful? Then, once you’ve got repeatable success, then you can expand to a larger and larger portion of your budget.

Account Based Marketing 74

Account Based Marketing ABM DemandBase Budget Programs 74

Heinz Marketing

MAY 16, 2022

If you are in the CMO Coffee Talk group, you’re likely to see Alan in the 8:00am ET call as well. And there’s obviously a lot of areas we could talk about, a lot of areas that you have covered in your career as a CMO, as an analyst, and now as a fractional CMO.

Top of Funnel 97

Top of Funnel Lead Scoring Lead Ranking CMO 97

Heinz Marketing

OCTOBER 12, 2020

How Prospecting has Changed in 2020” and our guest is Eric Quanstrom , CMO at CIENCE Technologies. And if you want to catch up, if you’re new to the program and you want to see what we’ve been up to, you can catch all of our past episodes on demand at salespipelineradio.com. We do have an amazing guest today.

Top of Funnel 133

Top of Funnel Work Management Marketing Management Cold Calling 133

GrowPowerful

MARCH 5, 2023

It can be easy for marketing to sit at the table and ask for a higher budget. But, if you’re looking at the overall business objectives, sometimes marketing needs to take a step back and suggest they provide a portion of their budget to invest in a great product opportunity that has become available. But it requires product focus.

Ideal Customer Profiles 52

Ideal Customer Profiles Top of Funnel Budget Programs Sales Cycle 52

markempa

FEBRUARY 18, 2013

At the same time, the real engine driving CRM and keeping prospects moving through the sales funnel is technology. The first technology that comes to mind is CRM software, such as Salesforce.com or Microsoft Dynamics. Marketing, Sales (and IT) alignment. Could it be joint ownership between two departments?

Sales Management 120

Sales Management Work Management Marketing Management Marketing Automation Services 120

Engagio

APRIL 23, 2020

I asked them “How should B2B marketers be planning their programs and strategies for the rest of 2020 and beyond?”. How should B2B marketers be planning their programs and strategies for the rest of 2020 and beyond? ABM programs have been shown to result in significant improvements in pipeline growth. CMO, Sendoso.

Account Based Marketing 62

Account Based Marketing B2B Marketing Planning Paid Search Agency 62

Vidyard

NOVEMBER 6, 2018

This year’s edition of the Video in Business Awards recognizes 12 marketing and sales teams using video in creative ways to deliver some incredible results. The results achieved by this year’s winners were a result of big ideas and impeccable execution, not big budgets. No problem!

Video Marketing 139

Video Marketing Generation B2B Thought Leadership Marketing Management 139

Metadata

SEPTEMBER 14, 2020

Every decision you make is scrutinized and needs to be approved by Finance, who requires you to show an ROI justification before they let you spend your own budget. And finally, IT gets to dictate what tools you can and can’t use. That’s how we find ourselves in a situation where ABM continues to rise and CMO tenure continues to fall.

Account Based Marketing 52

Account Based Marketing Marketing Analytics Tools ABM Demand Generation 52

Valasys

MARCH 30, 2020

According to a study by CMO , 71% of the companies that invested in account-based marketing reported their Return on Investment (ROI) is somewhat or significantly higher than traditional marketing methods. Mature ABM Programs Yield Efficient Business Outcomes from Top Customers and Prospects.

Account Based Marketing 59

Account Based Marketing ABM B2B Sales B2B 59

LEADership

MAY 5, 2014

I have been in more than a few meetings and discussions lately where senior marketing managers and sales people are admitting their fear of this unknown concept. Why is it suddenly so important to have a stellar product when all this time, stellar marketing and stellar sales is all that you needed to drive growth? conversion.

CMO 40

CMO Work Management Marketing Management Peer-to-peer 40

Sprout Social

OCTOBER 7, 2020

Other successful approaches to gaining new business during tough times include offering a referral program to our existing clients and strengthening the relationships we have with our partner agencies, who have been invaluable in helping us gain new business.”. – Beth Ryan, CMO, RyTech LLC. View this post on Instagram.

Paid Social Agency 107

Paid Social Agency Paid Search Agency Advertising Agencies Marketing Budget 107

DemandBase

JUNE 23, 2020

Check out more of the This Is How I ABM partner series: This Is How I ABM: Tips on ABM Programs for Demand Gen and CMOs – Leaders from Elevated Third, Quarry, and Spear Marketing Group share how ABM programs have helped their clients. CMO/VP Marketing. Catina Martinez, Senior Consultant, Inverta.

Account Based Marketing 52

Account Based Marketing ABM Marketing Budget Marketing Strategy 52

Allocadia

APRIL 16, 2019

In it, we identify these cornerstone pieces of a sound MOps tech stack: Planning and Budgeting – if you fail to plan, you plan to fail. Work Management – organize the people and the assets that drive your programs. CRM – Campaign performance and sales cycle management (among other things).

Planning 40

Planning Work Management Marketing Management Paid Search Agency 40

Vidyard

NOVEMBER 13, 2019

S&P Global is creating high-impact videos to support social causes and their corporate social responsibility programs. The Zycus marketing team has deployed a comprehensive video program to support all facets of marketing and sales, resulting in a 6.6x Shootsta, your sales team is certainly crafty and innovative!

Video Marketing 117

Video Marketing Demand Generation Agencies Paid Search Agency Advertising Agencies 117

Adobe Experience Cloud Blog

JANUARY 14, 2011

This is beginning to change as more companies are looking beyond the traditional sales cycle and more at an overall revenue cycle. However, to stand out and catch the eye of executives, marketing must rely on a forecast that uses analytical rigor and a deep understanding of how prospects move through the revenue cycle.

Forecasting 48

Forecasting Marketing Automation Services Budget Programs Tools 48

ANNUITAS

OCTOBER 23, 2014

I have personally run pay-per-click (PPC) programs for the companies I have worked for, and I have worked with agencies that specialize in PPC claiming to have proven track records in B2B. PPC is always challenging in B2B, and is clearly a different animal than the more transactional sale that PPC was clearly designed for.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency PPC Marketing Automation Services 100

SmartBug Media

SEPTEMBER 6, 2019

So how can you intercept these potential new clients, insert yourself into that journey earlier on, shorten your sales cycle, and get ahead of your competitors? Shorten the sales cycle and identify which buyers have demonstrated an active interest in your product or service before they reach out to your competitors.

Intent Data 79

Intent Data Marketing AI Intent Bombora 79

Vidyard

NOVEMBER 13, 2019

Winner: NetMotion Software Runners-Up: Uberflip, Genesys Honorable Mentions: Confirmit, SmartBug Media “ Skyping in Space ” by NetMotion Software is the ultimate example of show don’t tell storytelling by a B2B brand. And Selling Delco, Delaware County’s No. return on their video investment.

Video Marketing 65

Video Marketing Demand Generation Agencies Paid Search Agency Advertising Agencies 65

Vidyard

NOVEMBER 6, 2018

This year’s edition of the Video in Business Awards recognizes 12 marketing and sales teams using video in creative ways to deliver some incredible results. The results achieved by this year’s winners were a result of big ideas and impeccable execution, not big budgets. No problem!

Video Marketing 65

Video Marketing Enterprise Management Generation Marketing Management 65

SnapApp

APRIL 4, 2018

This is amplified in the B2B marketing arena where longer sales cycles and multiple touchpoints across a range of different channels make KPI selection and attribution much more complex. . With so many tools out there, marketers are now able to measure anything. . . Common tool used: Google Analytics . . . #2:

Lead Ranking 107

Lead Ranking Paid Content Cost per Lead Marketing Qualified Leads 107

Pam Didner

SEPTEMBER 16, 2020

In addition, many of you are likely wearing multiple hats and need to understand multiple roles to better support your sales team. VP of Marketing or CMO. Present it to your management and sales, seek their support and get approval and funding before you start. Roles based on management scope: Individual Contributor.

Sales Management 103

Sales Management Paid Search Agency Top of Funnel Account Based Marketing 103

Engagio

OCTOBER 6, 2023

Marketing programs are often the first thing to get cut, leaving many teams with shrunken program budgets. This hampers company growth, and if not managed well, can trigger a cycle of cuts and stagnant growth. We recently explored the challenge of defending marketing budgets at the Demandbase Smarter CMO Forum.

Marketing Budget 62

Marketing Budget Budget Programs Peer-to-peer Allocation 62

Vidyard

NOVEMBER 2, 2017

The Role of Video is Expanding from Marketing to Sales : 37 percent of sales teams are now using video throughout the sales cycle and 23 percent are now creating their own video content, both measures are up more than 50% from the previous year. As businesses continue to create videos, budgets are following.

Video Marketing 75

Video Marketing Marketing Automation Services Research Account Based Marketing 75

Vidyard

NOVEMBER 6, 2018

This year’s edition of the Video in Business Awards recognizes 12 marketing and sales teams using video in creative ways to deliver some incredible results. The results achieved by this year’s winners were a result of big ideas and impeccable execution, not big budgets. No problem! Winner: No Lift Install System.

Video Marketing 57

Video Marketing Enterprise Management Generation Marketing Management 57

Heinz Marketing

MAY 6, 2019

On this episode, “Defining Sales Enablement: Increasing Salesforce Efficiency and Effectiveness” we talk to John Raguin , CMO at Seismic Software. “Sales Enablement” is a now a very mainstream category, almost table stakes for B2B companies but this wasn’t the case just four years ago.

Sales Management 60

Sales Management Top of Funnel Work Management Marketing Automation Services 60

Vidyard

NOVEMBER 13, 2019

Winner: NetMotion Software. “ Skyping in Space ” by NetMotion Software is the ultimate example of show don’t tell storytelling by a B2B brand. S&P Global is creating high-impact videos to support social causes and their corporate social responsibility programs. Runners-Up: Uberflip, Genesys. Winner: Zycus.

Video Marketing 50

Video Marketing Demand Generation Agencies Paid Search Agency Advertising Agencies 50

Vidyard

NOVEMBER 6, 2018

This year’s edition of the Video in Business Awards recognizes 12 marketing and sales teams using video in creative ways to deliver some incredible results. The results achieved by this year’s winners were a result of big ideas and impeccable execution, not big budgets. No problem! Winner: No Lift Install System.

Video Marketing 50

Video Marketing Enterprise Management Generation Marketing Management 50