Martech

FEBRUARY 29, 2024

Training and enablement on existing technology Many technology vendors will tell you that most of their customers use a very small percentage of the features and functionality of their tools. On the other hand, leaders who adhere to “getting more value out of what we have” will renegotiate current vendor contracts.

Lead Scoring 113

Lead Scoring Lead Ranking Tips Marketing Management 113

Martech

FEBRUARY 29, 2024

In the last article we looked at who would win and who would lose in the enterprise and vendor community in 2024 with AI on the horizon. To date, consultants have managed this issue by creating a list of preferred vendors they recommend to clients. Vendors subscribe in the hopes of being favorably portrayed within a research report.

Enterprise Management 113

Enterprise Management Consulting Work Management Marketing Management 113

Webbiquity

MARCH 1, 2022

.” Compared to 2020, last year saw more B2B buyers visiting vendor sites, more sessions, more pageviews, and more time spent per visit. Vendor content is attracting more visitors per account. For marketers, that means making the business case, from multiple perspectives, is even more important today for web copy.

Research 350

Research B2B Marketing Marketing Automation Services Top of Funnel 350

B2B Marketing Directions

MARCH 24, 2024

In most cases, a B2B buying process begins when a trigger event causes a business person (the potential buyer ) to feel a need or desire to solve a problem or seize an opportunity that may require a purchase. Several studies have shown that potential buyers are very likely to select vendors that were in their initial consideration set.

B2B Marketing 71

B2B Marketing B2B Vendors Trigger Marketing 71

Webbiquity

JANUARY 18, 2022

The value proposition of intent data vendors is typically that will combine their data (which is third-party data from your perspective) with your website analytics data (your first-party data) to identify companies that are actively looking to buy what it is you sell, and where they are in the buying process. why does adoption remain low?

Intent Data 324

Intent Data Marketing AI Intent Lead Ranking 324

Martech

FEBRUARY 2, 2023

Once you’ve determined a COP makes sense for your business , spend time researching vendors and their capabilities by doing the following. Identify and contact appropriate vendors If you’re considering a COP adoption, you’re bound to have challenges you’re trying to overcome. Create use cases describing them.

Marketing Automation Services 109

Marketing Automation Services Enterprise Management Work Management Marketing Management 109

Martech

MARCH 28, 2024

Fortunately for marketers and business users in other areas of the business, software vendors are moving fast to incorporate AI into their existing applications. Where available, we’ve linked vendor mentions in this article to video examples of the AI capabilities built into their tools.

Marketing AI 130

Marketing AI Work Management Marketing Management Examples 130

Martech

OCTOBER 18, 2023

B2B buyers’ pain points when dealing with technology vendors have persisted — and in some cases, worsened — over the last year, according to Hero Digital’s annual B2B Buyer Report. The post B2B buyers see persistent problems with tech vendors appeared first on MarTech. Get MarTech! In your inbox.

Vendors 126

Vendors B2B Fulfillment eCommerce 126

Martech

JANUARY 17, 2024

Meanwhile, the boom in artificial intelligence and machine learning is driving vendors to enhance the capabilities of these platforms, making the value proposition even more attractive. Based on our discussions with vendors, we expect to see more innovation in this arena in the coming years.

Marketing AI 104

Marketing AI Enterprise Management Features Marketing Management 104

Martech

JULY 12, 2023

This data could have come from many different venues, but for this case, let’s assume that the customers provided this information as part of their registration on the FMCG’s community site. In this case, the firm doesn’t have any transaction information because they do not sell directly to consumers in this segment.

Enterprise Management 98

Enterprise Management Work Management Marketing Management Advertising Agencies 98

Martech

DECEMBER 6, 2023

Negotiating with martech vendors requires a strategic approach that goes beyond budget considerations. From defining core needs to mastering emotional intelligence, here is a roadmap to navigate the nuances of vendor dynamics. Defining and communicating your needs is crucial when preparing for vendor negotiations.

Work Management 111

Work Management Marketing Management Vendors Lead Scoring 111

Sword and the Script | B2B

MARCH 26, 2024

Yet buyers also use these materials to evaluate vendors. In other words, thought leadership helped them to see themselves in the very problem the vendor was solving. For example, a company that puts out low-quality content may cause customers to re-evaluate their relationships with that vendor.

B2B Thought Leadership 83

B2B Thought Leadership Thought Leadership Studies B2B 83

Martech

AUGUST 12, 2022

A plateau in sales and numerous vendor acquisitions absorbed nearly all the independent JOE vendors. Vendors like Infor, SAS, and Pega acquired and merged much of this tech into larger suites and slowly adapted them to the digital age. At the same time, a handful of independent, born-digital JOE vendors emerged.

Vendors 135

Vendors Lead Ranking Advertising Agencies Touchpoints 135

Martech

SEPTEMBER 20, 2022

Selecting a digital asset management (DAM) vendor and an implementation partner puts in place the foundation you’ll use to grow your DAM. In the first article of this two-part series, we’ll focus on selecting your DAM vendor. There’s a wealth of DAM vendors on the market today for every budget. Show me the money.

Digital Asset Management 98

Digital Asset Management Work Management Marketing Management Ad Building 98

Martech

NOVEMBER 20, 2023

This will help you avoid choosing a vendor that doesn’t offer the critical features you need. This research will help you narrow down your list of potential vendors. This is a personal preference, but ensure that each vendor receives the same list of capabilities for fair comparison.

Enterprise Management 117

Enterprise Management Marketing Management RFI RFP 117

Martech

NOVEMBER 9, 2023

But that may not be the case. As a vendor, many of us have seen our clients’ marketing budgets slashed in 2023. For established vendors, servicing debt is getting very expensive. Watch for that to also have an impact on vendor financial viability in 2024. The glory days of “build it and they will come” may be over.

Marketing Management 117

Marketing Management Marketing Budget Budget Programs Vendors 117

Sword and the Script | B2B

JANUARY 23, 2024

Below are a few that stood out to me: The “average” B2B tech buying team : B2B buying teams average 9 members from various departments; B2B buying teams consider, on average, 4 sellers, for each purchase; Teams have 15 “interactions” with each seller being considered; and The more vendors considered, the larger the team and the longer the process.

B2B Thought Leadership 69

B2B Thought Leadership B2B Sales Studies Thought Leadership 69

Martech

MARCH 20, 2024

In one case, my internal team of three digital marketers and I worked with an outside design firm, one with whom I had prior experience, to refresh the corporate and product logos, update the color scheme and then redesign the website and product data sheets. A great example of this is a case study from St.

Enterprise Management 114

Enterprise Management Work Management Marketing Management Brand Identity 114

Martech

SEPTEMBER 14, 2023

Whether you’re buying cars, software, or any other category, buyers are influenced more by their peers than by the vendor themselves.” Over the last few years, here are areas where we found most impact could be made in revisiting your vendor selection process: Use case and needs assessment. SLA performance and roadmap alignment.

Marketing Analytics Tools 127

Marketing Analytics Tools Marketing Budget Enterprise Management Work Management 127

Sprout Social

SEPTEMBER 26, 2023

To effectively manage these risks, a company’s AI use policy should center around three key elements: Vendor risks Before integrating any AI vendors into your workflow, it is important for your company’s IT and legal compliance teams to conduct a thorough vetting process. What is the foundational layer?”

Marketing AI 109

Marketing AI Enterprise Management Work Management Marketing Management 109

Martech

DECEMBER 12, 2023

Many teams have early adopters who can help drive the business case before paying to get the whole team involved — especially if the ROI is not clear from the start. Do your homework on the vendor marketplace. Before committing to a tool long-term, test it out on a small campaign or for a specific use case. Crunch the numbers.

Work Management 128

Work Management Marketing Management Budget Programs Software 128

Martech

MARCH 20, 2023

Having been around the horn as a martech vendor customer, seller, partner and employee, I know how vendor-partner relationships work. At a high level, martech partner programs are created to help vendors expand their reach. The partners become an extension of the vendor sales team. Revenue sharing. Lead generation.

Advertising Agencies 99

Advertising Agencies Work Management Marketing Management Practices 99

Walker Sands

OCTOBER 25, 2023

My guilty pleasure is case study stories where a tech leader can talk about an implementation project or use cases that they found really valuable — those are always my favorite and something I’m always drawn to. While I would definitely prefer a customer POV than a vendor, I’m not opposed to reaching the customer via the vendor.

PR 98

PR Media Case Studies Vendors 98

Stevens & Tate

FEBRUARY 9, 2023

Although the consumer has decided on a solution by this stage, they have yet to decide on a product or service or the vendor that they will purchase from. They will also research vendors that provide those products and services to determine if they are trustworthy. How do you drive website conversions throughout the buyer’s journey?

Vendors 111

Vendors Lead Ranking Case Studies Custom Publishing 111

Martech

JUNE 15, 2022

Measuring the effectiveness of personalization remains difficult, and despite breathless vendor case studies, many if not most pilot projects here fail to achieve meaningful ROI. Prioritizing business use cases really helps. Some existing vendors will fold or consolidate. You might end up with a “ zombie ” vendor.

Enterprise Management 132

Enterprise Management Work Management Marketing Management Trends 132

Sword and the Script | B2B

AUGUST 15, 2023

B2B buyers say they want quality content that demonstrates you understand their industry, and their company and helps them to build a business case to buy your tech product One of the reasons content marketing is so important to B2B companies is the fact that the last person a buyer speaks to is a salesperson. Why do vendors do this?

Marketing Management 75

Marketing Management Vendors Studies Top of Funnel 75

Martech

DECEMBER 26, 2023

The limitations of ‘real-time’ CDP use cases by Greg Krehbiel. There’s a case for and against using your data warehouse as a customer data platform. Watch out for CDP vendors claiming to have diverse connector catalogs that match up well against your stack. Should you use your data warehouse as your CDP?

Vendors 108

Vendors Buyer Need Segmentation ROI 108

Martech

JANUARY 14, 2022

” It profiled some struggling enterprise software vendors sitting on large piles of cash because they IPO’d at pumped-up valuations just before the 2001 crash. In some cases, cloud-based delivery models help sustain younger zombies because they can more readily marginalize their expenses relative to revenues.

Enterprise Management 114

Enterprise Management Marketing Management Vendors Burn Rate 114

Martech

FEBRUARY 16, 2023

There is already a multitude of clean room vendors available, each with their own unique data-sharing mechanisms that their clients must work with,” said Shailley Singh, Executive Vice President, Product & Chief Operating Officer, IAB Tech Lab, in a release. “IAB Open Private Join and Activation (OPJA). Get MarTech!

Privacy Protection 96

Privacy Protection Advertising Agencies Privacy Vendors 96

Content Standard

DECEMBER 6, 2023

And that is a massive missed opportunity for healthcare vendors—a chance to cut through the noise and amplify the ROI on your content investment by grounding your content strategy in market realities. But it also says that the outlook remains strong for both end-to-end and niche RCM vendors.

Enterprise Management 69

Enterprise Management Work Management Marketing Management Tactics 69

Heinz Marketing

OCTOBER 19, 2023

Companies need to pinch pennies, reduce costs, and in many unfortunate cases, reduce their workforce, too. Negotiate with Your Vendors and Tool Providers This one can feel uncomfortable, but it’s worth a shot. Reach out to your vendors and negotiate your current contracts. Any payment you can postpone in tough times helps.

Enterprise Management 109

Enterprise Management Marketing Budget Budget Programs Work Management 109

Martech

OCTOBER 20, 2021

As stacks expand and the number of tool categories increases, marketing tech leaders face pressure to simplify and sometimes consolidate efforts; meanwhile, individual vendors seek to own a greater share of your stack by expanding the number of tools they sell. What vendors say. You can understand why.

Enterprise Management 107

Enterprise Management Work Management Marketing Management Product 107

Martech

MARCH 13, 2023

The term “MACH” is popular nowadays, with many martech vendors claiming to offer MACH digital experience platforms (DXPs). Some vendors may see the label as a way to differentiate themselves and attract customers looking for solutions that embody the principles of MACH.

Digital Experience Platform 94

Digital Experience Platform Work Management Marketing Management API 94

Martech

SEPTEMBER 22, 2023

CRM and marketing automation platform (MAP) vendors are embedding genAI capabilities into their existing applications, and so are Microsoft and Google in their general-purpose productivity suites, Office and Workspace. CRM and MAP vendors are the ones you already know the best and have likely been with the longest.

Digital Asset Management 121

Digital Asset Management Marketing AI Marketing Automation Services Enterprise Management 121

Martech

JUNE 17, 2022

For starters, once you have determined that enterprise identity resolution software makes sense for your business, spend time researching individual vendors and their capabilities by doing the following: Create and prioritize your list of identity resolution use cases, from essential to not necessary. Click here to download!

Enterprise Management 112

Enterprise Management Work Management Marketing Management Vendors 112

Salesforce Marketing Cloud

FEBRUARY 14, 2023

This is known as vendor sprawl. Vendor sprawl, also known as technology bloat, occurs when businesses have software application redundancies across different departments, creating many inefficiencies. Consolidate your spend with one or just a few vendors. Read their story What is vendor sprawl and why is it an issue?

Enterprise Management 98

Enterprise Management Work Management Marketing Management Vendors 98

Martech

DECEMBER 23, 2022

Have you noticed how some marketing technology vendors constantly change the narrative around their products to suit their go-to-market du jour, especially those that have been around for a while? New sellers climb aboard, hoping to capitalize on the vendor’s latest model and make bank. It’s a.NET CMS.

Enterprise Management 118

Enterprise Management Work Management Marketing Management Industry CMS 118