Litmus

OCTOBER 5, 2021

Businesses need CMOs more than ever before, but the role of the CMO itself has changed. Being a CMO is no longer simply about being great at marketing strategy: The CMO is now a direct influence on business growth and a critical driver of transformation. The evolution of the CMO. 5 essential CMO pivots.

CMO 96

CMO Lead Ranking Planning Advertising Agencies 96

Crimson Marketing

FEBRUARY 3, 2015

“Businesses don’t buy things, people do,” says Peter Mahoney, CMO of voice and natural language software maker Nuance Communications. Buying, not Selling: While marketing technology plays a critical role the modern art of persuasion, ultimately it is still people who are making the purchase decisions.

Multi-Touch Attribution 100

Multi-Touch Attribution CMO Marketing Management Buy 100

Martech

SEPTEMBER 14, 2022

B2B decision-makers in the market for software, including marketing technology solutions, have less patience with vendor interactions and increasingly look to buy from third-party marketplaces and re-sellers. A 28% stake in buying from third-party marketplaces may be small — but it’s a lot bigger than we (or G2) expected.

Vendors 85

Vendors Peer-to-peer Buy Paid Search Agency 85

SalesIntel

FEBRUARY 8, 2023

To maximize your chances of generating qualified leads, focus on who actually buys your product and apply firmographic filters from there. Your team can uncover more in-market customers, score leads with greater precision, and reshape your B2B marketing campaign with customized messaging. But still, many try. Break it down.

Segmentation 80

Segmentation CMO Ideal Customer Profiles Account Based Marketing 80

Biznology

OCTOBER 3, 2021

It seems like every week I see a new research report naming leads as the top priority of B2B marketing departments. It’s no wonder CMOs focus an estimated 85% of their efforts on acquisition. They’ll say, “Leads! Give me leads!” I’m talking about everything that comes after the lead-to-sales handoff.

Sales Qualified Leads 171

Sales Qualified Leads Lead Scoring Lead Ranking Leads 171

Act-On

APRIL 26, 2024

Traditionally, sales reps can assign a higher percentage to the likelihood of a deal closing as they confirm the prospect has the budget, identify decision-makers, and move further along the buying journey. But in today’s buying market, those structures are being pressure-tested. If you’re not ready as a CMO, you’d better get ready.”

Lead Ranking 191

Lead Ranking Privacy Marketing Automation Services Peer-to-peer 191

6sense

JANUARY 6, 2022

Editor’s Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. . As the CMO, be the first to get certified.

Sales Management 62

Sales Management CMO Top of Funnel Peer-to-peer 62

Martech

MAY 10, 2022

When Rowan Tonkin joined Planful as CMO three years ago, he faced two main challenges. This required a complete shift in culture, moving away from marketing metrics that focused on leads to metrics that focused on improving reach and engagement with in-market accounts. A different kind of B2B buyer. They’ll visit brand’s website.

Buying Cycle 86

Buying Cycle Intent Ideal Customer Profiles Planning 86

Vision Edge Marketing

MARCH 30, 2021

If you had a chance to read the recent Korn Ferry article The CMO is Forever Changed , perhaps the statement “linking marketing activities and business results hasn’t always been the strong suit of CMOs” rang familiar. More technology and data than ever sits within grasp of every CMO. How has this worked out for the CMO?

Enterprise Management 283

Enterprise Management Work Management CMO Marketing Management 283

6sense

DECEMBER 1, 2021

Editor’s Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. . The CMO discussion revealed a few best practices: .

CMO 62

CMO Peer-to-peer Budget Programs Organization 62

Marketing Insider Group

SEPTEMBER 2, 2020

In this article, you’ll discover how CMOs are leading the way for the future of marketing and fueling serious growth for the industry as a whole. Quick takeaways include: Marketing’s role within a company continues to evolve as CMOs fight to prove long-term value. Net present value. Pain points and audience insights.

Advertising Agencies 338

Advertising Agencies Planning Paid Search Agency CMO 338

Biznology

JANUARY 4, 2017

All sales leads are not equal. I know this is something that most sales and marketing leaders understand and it’s why they put lead qualification and validation into most of their sales, marketing, and lead generation programs. Of those 350,000, about half—178,000—were actual sales leads. Let me show you what I mean.

Validation 180

Validation Linkedin Sales Qualified Leads Social Marketing 180

6sense

NOVEMBER 18, 2021

Editor’s Note: CMO Coffee Talk is an open space for more than 1,200 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. Know the Prospect’s Buying Committee.

Account Based Marketing 62

Account Based Marketing CMO ABM Peer-to-peer 62

Content4Demand

AUGUST 17, 2021

Elevating the Buying Experience. The founder of revolutionary martech brands Marketo and Engagio, Jon has helped develop the structures that countless B2B pros rely on for lead gen and ABM. Here’s how he believes intent is elevating the buying experience. He expects intent data to play a vital role in the future of B2B content.

Intent Data 98

Intent Data Intent Buy B2B Thought Leadership 98

Modern B2B

MARCH 9, 2023

” But I do get asked “How many leads were generated, how many of them closed?” The other thing that compounds it is that marketing tech tends to be non-core to the business, so it’s unclear if it sits with the CMO or the CTO. Or you can buy another bolt on system that extracts the data from it.

CMO 52

CMO Marketing Automation Services Demand Generation Agencies Allocation 52

ViewPoint

OCTOBER 5, 2018

The CMO of a Fortune 500 company offered the CRO the following options regarding spending $100,000 on a marketing campaign. 4,319 contacts who downloaded a white paper but may or may not be in targeted companies or have any need or authority to buy (email addresses, many bogus, no company firmographics and no telephone numbers).

Sales Qualified Leads 136

Sales Qualified Leads Lead Generation Lead Scoring Lead Ranking 136

6sense

OCTOBER 1, 2021

6sense Chief Market Officer Latané Conant and other CMOs shared their perspectives about these changes — and how they’ll impact marketers in the near future — with attendees of LinkedIn Business’ recent “I Heart ABM” virtual event. Demandbase CMO Jon Miller and G2 CMO Amanda Malko were also on the panel.

Account Based Marketing 62

Account Based Marketing ABM CMO DemandBase 62

Marketri

APRIL 4, 2024

We have a website that looks fine, but we don’t get any leads from it.” How those pieces are strategically insourced or outsourced can lead to substantial improvements in quality, speed, and cost. As a business owner and CMO, I love HubSpot and believe marketing automation is essential.

Marketing Automation Services 118

Marketing Automation Services Budget Programs Work Management B2B Marketing 118

Drew Neisser

JULY 14, 2023

Three CMO guests join to share the strategic process behind a brand refresh, from how to know it’s time to rebrand, to how to get buy-in, to what you need to do to execute a successful one. To rebrand or to not rebrand, that is the question… in this episode of Renegade Marketers Unite!

Branding 52

Branding Brand Identity Lead Marketing Qualified Leads 52

Marketing Interactions

OCTOBER 8, 2020

Be intent on solving the problem by buying a solution. Attempting to reconcile different perspectives in the buying group. Ultimately, buyers spend only about 20% of their buying process in conversations with sales reps. This said, Gartner finds that buyers struggle with a lack of confidence in making buying decisions.

Buy 77

Buy B2B Peer-to-peer Work Management 77

DiscoverOrg

APRIL 14, 2017

Your sales team is doing double duty: They’re selling to the leads delivered by your marketing department—and they’re de facto researchers. It’s not just about targeting accounts, it’s about targeting the best-fit accounts with a high propensity to buy now. Generation and qualification of quality leads remains a major concern.

Cost 208

Cost Lead Ranking Buy Ad Building 208

B2B Marketing Traction

JANUARY 16, 2014

The role of the CMO has changed dramatically in the last six years as companies struggle with new buying paradigms and increased competition. I met with several marketing professionals last night to discuss a pending CMO search. I put this as the central quality for CMOs, applicable to all situations. Customer Focus.

CMO 100

CMO Marketing Analytics Tools Paid Search Agency Work Management 100

ANNUITAS

DECEMBER 11, 2023

Wordstream’s annual Google Ads benchmarks study for 2023 reported that average paid search conversion rates went down 10% and cost per lead increased 20%, year-over-year. 2 – This also speaks to the need to get more serious about offline engagement channels – perhaps leading to a unique ‘arbitrage moment’ for field marketing in 2024.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ANNUITAS

SEPTEMBER 6, 2016

So, how can you share ideas and influence change within your organization and gain the often elusive executive buy in? Understanding the value and keys to of obtaining executive buy in is timely as event season is just about to kick-off. Lead the change: Why is it your job to lead the charge on the new idea?

Buy 100

Buy Marketing Proposals CMO Organic Leads 100

Rev

JULY 12, 2023

Yes, just one hour to follow up with leads and secure the best chance of speaking to key decision-makers and converting them into customers—at least, that’s what a study from the Harvard Business Review found. Low-quality leads make their way to sales, and some of the most qualified leads fall through the cracks.

Lead Ranking 78

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

B2B Digital Marketer

JUNE 22, 2023

Navigating the Digital Landscape for Effective Customer Acquisition In this episode of B2BDM, Eric Quanstrom delves into the intricacies of lead generation and its pivotal role in modern marketing. He has held the role of CMO at his last six companies and sees marketing as a lifelong practice. Then you put it to the test.

Lead Generation 52

Lead Generation Generation Leads Lead 52

ClickZ

SEPTEMBER 2, 2019

Last August, Brian Solis , Principal Analyst at Altimeter, spoke with Dean Evans, the CMO of Hyundai Motor America to discuss how rapidly evolving customer behavior has motivated Hyundai to change their approach to selling cars. Getting executive buy-in. Source: Hyundai.com.

Buy 87

Buy Lead Ranking Lead Scoring Ad Exchange 87

6sense

SEPTEMBER 14, 2021

If you’re a CMO and you aren’t already fully obsessed with Brent Adamson, you’re missing out big time. Fast forward to last week, and picture me, total fangirl, hosting THE BRENT ADAMSON as our guest speaker in CMO Coffee Talk. Lack of confidence leads to inaction. And not surprisingly, Brent is still bringing the knowledge.

Buy 48

Buy Peer-to-peer Gartner B2B Thought Leadership 48

Terminus

NOVEMBER 14, 2023

Even then, CFOs are killing martech deals late in buying cycles. Their alignment leads to better decision-making, improved financial performance, and a stronger overall business strategy. The post The Vital CMO-CFO Relationship appeared first on Terminus. How much will it contribute to revenue generation?

CMO 29

CMO Budget Programs Marketing Budget Allocation 29

ABM in Action

JUNE 29, 2023

Traditionally, leads and accounts were treated as incompatible — but Jon Russo, CMO of sales and marketing performance firm B2B Fusion , explained that many practitioners have a lead motion and an account motion, and they exist as two separate entities. But marketers often don’t see leads as part of an account.

Top of Funnel 52

Top of Funnel Sales Qualified Leads Lead Scoring Lead Ranking 52

Marketing Insider Group

AUGUST 7, 2015

Business-to-Business thrives on the simple basic principle of buying and selling. The impact of digital and social technologies on the nature of buying and selling, however, cannot be understated. They have changed how businesses interact and engage in the acts of buying and selling.

Buy 100

Buy Buyer Personas B2B Digital Marketing Funnels 100

illumin

APRIL 24, 2024

In fact, he outright told us not to buy it: “Download it on the torrent sites, I don’t care” if I were to paraphrase. Let’s lead the charge in our companies. Wednesday: The leadership trifecta is like an orchestra between the CEO, CFO, and CMO – and it should hum.

CMO 59

CMO Emarketing Work Management Buzz 59

Heinz Marketing

MAY 16, 2022

Tune in to hear more about prioritizing the customer experience and learn: the difference between the infinite loop of prospect experience and lead management. how CMOs can avoid common pitfalls through innovation. If you are in the CMO Coffee Talk group, you’re likely to see Alan in the 8:00am ET call as well.

Top of Funnel 97

Top of Funnel Lead Scoring Lead Ranking CMO 97

Marketing Insider Group

MARCH 9, 2015

I recently did this Google Hangout with Jon Reed on CMO Disruption. Whether it’s a dilemma or really disruption for the CMO, across the industry, I think we can all agree that marketing is changing. CMOs are struggling with how to deal with the massive changes happening in the media landscape.

CMO 100

CMO Promotion Paid Search Agency Opt-out 100

Engagio

DECEMBER 13, 2018

That’s why I John Steinert , CMO of TechTarget , “How do we overcome funnel blindness?” Hey everyone, Brandon Redlinger here, Director of Growth at Engagio, and I am stoked to be talking today with John Steinert, CMO at TechTarget. The first is, all leads look like good leads. Welcome, John.

Top of Funnel 81

Top of Funnel CMO Marketing Funnels Purchase Intent 81

Crimson Marketing

AUGUST 4, 2014

We hear again and again that around 60% of the buying is done these days before a sales rep ever steps into the picture. The role of the CMO and the nature of his relationships within the enterprise have been dramatically affected by this change as well. James Thomas is the CMO of Allocadia. Podcast] appeared first on.

CMO 100

CMO Enterprise Management Organization Aggregators 100

Madison Logic

FEBRUARY 5, 2019

Today we launched Journey Acceleration™, which allows B2B marketers to hit the right members of the buying committee with the right content and messaging at the right time to speed them down the funnel. The post Why is our CMO, Jenn Steele, excited about Journey Acceleration?

CMO 72

CMO Top of Funnel Marketing Funnels B2B Marketing 72