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Why a Single Source of Truth Is a Huge Deal

Full Circle Insights

A Single Source of Truth for Marketing and Sales. Whatever the industry, marketing and sales departments that don’t share a single source of data truth tend to be misaligned because they aren’t operating from the same set of facts. Intro to Full Circle Campaign Attribution. Complete Funnel Visibility and Reporting.

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The new B2B GTM playbook: an interview with Jon Miller, one of the architects of the old one

Velocity Partners

The other day, I had the privilege of sitting down with Jon Miller, founder CEO of Marketo and Engagio and most recently CMO at B2B Go-to-Market powerhouse Demandbase. Tens of thousands of marketers in B2B tech firms have based their go-to-market strategy (and careers) on his principles. SW : Hi Jon.

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Your Guide for B2B Marketing Exchange and More

DemandBase

Nope, I’m not talking about yet another insatiable Spring Training, (though the Giants be still my heart), I’m talking about the B2B Marketing Exchange. Three days, six tracks, and over 100 sessions of amazing content from the best B2B sales or marketing practitioners. Speaker: Peter Isaacson, CMO, Demandbase.

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Interested in Leveraging Predictive Analytics? You’ll Need to Get Marketing Attribution and Funnel Metrics Right First.

Full Circle Insights

There is a steady interest in predictive analytics from B2B marketers – possibly related to the popularity of account-based marketing (ABM). In marketing, predictive analytics is about understanding the customer journey. Can predictive analytics help you accelerate the buying cycle?

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The Five Keys to Successful B2B Marketing

Engagio

To discuss the five keys to successful B2B marketing we must first begin by looking at how B2B marketing has changed in recent years. In short, B2B marketing has evolved from funnel focused to revenue focused measurement. So, how does the modern marketer in a B2B brand make the transition to driving revenue?

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Three Ways to Prepare Your Marketing Team for the Next Global Disruption

Full Circle Insights

Here are three ways to prepare to manage disruption. For example, a software vendor that focused on the travel and leisure industry might have to recalibrate the ICP and focus on clients in less hard-hit sectors. Adopt Agile Marketing Methods. Drive Process and Investment Efficiency Across Channels (Including Digital).

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The business case for a strong CMO-CIO partnership: A guide

Full Circle Insights

Marketing leaders are betting on a digital-focused future by adopting martech solutions at an accelerated pace. In the Gartner CMO Spend Survey , nearly 70% said they expected to increase martech investments over the next 12 months. Another point in favor of more CMO-CIO collaboration: there’s evidence that it increases revenue.