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Sales and Marketing: The technology behind CRM

B2B Lead Generation Blog

He added, “But, we’re seeing the CMOs are starting to own a lot of IT budgets, so it could be the CMO that owns that [technology].”. Heidi Melin, CMO, Eloqua , obviously has a certain amount of vested interest as a MA software vendor, and she pointed out the value of MA for marketers. “By integrating marketing automation with CRM [software], companies are able to get a better picture of their buyers and a better picture of how their marketing investments impact their revenue,” Heidi said. Tweet Customer relationship management (CRM) is defined a number of different ways.

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Oracle’s Maxymiser Named a Leader in Forrester Wave for Online Testing

It's All About Revenue

Today, it’s my pleasure to share that Oracle’s Maxymiser was cited by Forrester Research as a leader in The Forrester Wave™: Online Testing Platforms, Q3 2015. Click here to download a copy of the Forrester report at Maxymiser.com. ” To learn more, download the CMO Solution Guide to Leveraging New Technology and Marketing Platforms.

Oracle’s Maxymiser Named a Leader in Forrester Wave for Online Testing

It's All About Revenue

Today, it’s my pleasure to share that Oracle’s Maxymiser was cited by Forrester Research as a leader in The Forrester Wave™: Online Testing Platforms, Q3 2015. Click here to download a copy of the Forrester report at Maxymiser.com. ” To learn more, download the CMO Solution Guide to Leveraging New Technology and Marketing Platforms.

CMO Spotlight: 3 Trends That Will Drive Digital Transformation

Modern B2B Marketing

Author: Charm Bianchini Last week, I had the pleasure of attending the Argyle CMO Forum in San Francisco. 2015 study by Forrester Research, “The Contextual Marketing Imperative,” revealed large gaps in delivering personalization. With over 200 attendees, Argyle brought together marketing leaders from various industries to discuss new marketing strategies and best practices.

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Dear CMO, Part 1: Why Your Content Misses the Mark

Act-On

Recent research by McKinsey, Forrester , and Gartner bolsters the importance of this conclusion, noting that consistency coupled with close and personal customer connectivity is the glue of long-term customer satisfaction. The post Dear CMO, Part 1: Why Your Content Misses the Mark appeared first on Act-On Marketing Blog. What we heard surprised us – and the group. Who builds it.

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Is It A Good Time To Be CMO?

B2B Marketing Insider

The main finding from a survey of senior marketing executives conducted by Forrester and the Business Marketing Association was that there has never been a better time to be a CMO at business-to-business organizations. Has there ever been a better time to be CMO? The post Is It A Good Time To Be CMO? And it was straining traditional marketing strategy. ” Delegate.

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Four Keys Areas Where the CMO Must Lead

ANNUITAS

Recent studies show that the CMOs alignment with CEOs, CFOs and CIOs is still an issue: According to an Accenture study on CIO-CMO alignment, on 23% of marketers think the level of collaboration between CMOs and CIOs is either at or approaching the right level. The need for leadership from the CMO role is more crucial than ever and still many are not fulfilling this obligation. 

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Business in 2015: How the CMO and CIO Will Determine the Future

Crimson Marketing

The two executive roles that matter most for 2015 are the CIO and the CMO. It’s no longer enough for the CMO to focus only on marketing and promotion. The CMO of 2015 must own the customer experience and represent the customer in corporate marketing strategy. . The only cure is an obsession with customers, driven from the top by the CIO and CMO. Source: Forrester.

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6 Essential Skills Every CMO Should Have in 2015

Hubspot

And, until recently , the average CMO was destined for a much shorter than average tenure. The Economist calls this the age of the “entrepreneurial CMO” where a new generation of marketing chiefs will emerge, professionals known for their speed, agility, technological savvy and ability to scale on a tight budget. At the helm of this data-driven marketing initiative is the CMO.

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Forrester finds b2b marketers lagging with demand generation

Fearless Competitor

Jeff Ernst, Principal Analyst, Forrester Research. B2B marketers are doing a poor job with demand- and lead-generation programs, according to a new study from Forrester Research. B2B Demand Generation | Companies are struggling with demand generation today. From BtoB Magazine Marketers Lagging in Demand Generation. “I find it sad how badly most companies are doing in B2B demand generation today. Instead of complaining about the poor economy, if more invested in quality demand generation programs, they’d put up vastly better results.&# Cambridge, Mass.—

3 Secrets To Having A Two-Way Conversation With Your Brand’s Customers Online

Buzz Marketing for Technology

Branding Communities eCommerce Interactive Marketing Mobile Optimization Age of the Customer Apple CMO CMOs Customer Experience Forrester Google Mobile Commerce Posted in Branding Communities eCommerce Interactive Marketing Mobile Optimization. However, brand loyalty online can be much more fleeting than it is offline. Don’t treat every customer the same.

Follow The Money To The CMO

B2Bbloggers

The CMO’s budget was surging and the CIO’s was receding.  Tech companies started to follow the money long before Gartner Analyst Laura McLellan boldly declared earlier this year: “by 2017, the CMO will spend more on IT than the CIO.”. Forrester Research recently recommended establishing an “office of marketing technology” to deal with all the technologies in marketing. They, too, are following the money to the CMO. Cash-rich companies like Oracle and IBM will continue to invest in software companies that sell to the CMO.  What does this mean for the CMO?

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Forrester find most companies still have small interactive marketing departments

Fearless Competitor

reported in BtoB magazine, (May 2, 2011), b2b marketers need to “significantly realign their organizations&# according to a new report from Forrester Research. Amen, Forrester! Filed under: Business relationships , CMO Challenges and Opportunities , Content marketing , Demand Generation , lead generation , Lead Nurturing , Lead Scoring , Leadership , Leadership Lessons , Management best practices , Marketing , Marketing Automation , marketing campaigns , Sales-Marketing Alignment. Only 1 out of 5 large companies have more than 100 people in interactive marketing.

CMOs Win When High-Value Customers Are Treated Personally Online

Buzz Marketing for Technology

According to a new Forrester Research global eCommerce report, e-commerce revenues are going to continue to grow in 2014 as customers’ online buying habits evolve. With constant access to a growing list of channels and devices, today’s connected customers are no longer satisfied with vanilla, one-size-fits-all experiences and offers. Tap into the beauty of data to boost cross-channel ROI.

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

Recent surveys of marketing professionals by Rapt Media , Forrester , Seismic, SAP , IBM , and others all indicate that content personalization remains the biggest challenge for marketers this year and for the foreseeable future. For CMO’s, it is especially disconcerting for, after a few years of justifying increases in content marketing budgets, the returns are not matching up. 

The CMO's Guide to Marketing Org Structures [SlideShare]

Hubspot

We dove into this question recently, only to find a surprising lack of documentation on the subject (save for an insightful SlideShare by Mindjet CMO Jascha Kaykas-Wolff ). We received generous contributions from top executives at Forrester Research, ZenDesk, Atlassian, GitHub, and Rue La La, as well as Jascha and HubSpot CMO Mike Volpe. Inbound Marketing

You Won't Believe How Many CMOs Don't Use Testing and Personalization

It's All About Revenue

And according to Forrester, it would appear that a great number of marketers can see the simple benefit of testing too for their research revealed that 84% of marketers expect continuous testing and optimization to yield enhanced customer acquisition and improved revenue. Download The Data Driven CMO and see for yourself what's keeping CMOs up at night. CMO Corner

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Why CMOs Should Align With Their CFOs

ANNUITAS

According to the IBM Global CMO Study , a full 79% of Chief Marketing Officers (CMO) expect the complexity of marketing to increase over the next five years. In Forrester’s Report – B2B CMOs Must Evolve or Move On , 97% of CMOs either agreed or strongly agreed that “marketing must do things it hasn’t done ever before to be successful.” This lack of know-how combined with the impending rise of complexity will only led to additional pressures on the CMO, which are already intense. However, of those CMOs less than half feel prepared to handle this complexity.

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7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. by Yarden Gilboa. Changes in customer and buying behaviors continue to rock the very foundations of many industries. New digital technologies are bombarding the C-Suite with promises of data-driven analytics.

16 Enigmatic Business Blogging and Other Marketing Stats

Webbiquity

But, seemingly in support of Kundera’s quote above, Forrester Research says marketers are the ““sole source of sustainable competitive advantage.”. Overall, 70% of senior marketers are optimistic about the state of the economy, up from 58% three years ago and just 52% four years ago. ( The CMO Survey ). 23% say they can’t prove any impact at all. ( The CMO Survey ).

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

Recent surveys, from the likes of Forrester and SiriusDecisions , indicate the sentiment is nearly 70% or more of buyers outright reject content.  In the Forrester report, specific to Sales Enablement surveying over 300 business and IT decision-makers, it ironically proves to be a telltale state of the union about content marketing. by Aha-Soft. Buyers Are Saying The Same.

The Two Paths CMOs Must Pursue When Planning Their Technology Roadmap

It's All About Revenue

And seeing how the CMO is, according to Julie Lyle — former CMO of hh gregg and Prudential Asia and current Chairman of the Board for the Global Retail Marketing Association the “owner” of relationships with third party suppliers, it is eminently important that the CMO play a major role in creating the technology roadmap. CMO Corner

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Survival of the Fittest: Adapt or Perish, a white paper by Forrester Research

Modern B2B Marketing

by Katie Byrnes The Forrester paper, the CMO Mandate: Adapt or Perish , truly embraces the idea of survival of the fittest. Forrester defines Adaptive Brand Marketing as a flexible approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity. Identify weak links.

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Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

However, what should be noted by B2B CMO’s and leaders today is this interesting notion:  much of today’s planning, strategizing, activity, and etc. These findings coincide with others (Forrester, IBM, Regalix, and others) that all point to challenges in providing stellar B2B customer experiences. by Creative Stall. These findings are consistent with others over the years. 

Thought Leadership Interview #8 – Brian Kardon, CMO of Eloqua

Fearless Competitor

think the bigger risk is not changing, Jeff. I was the CMO at Forrester Research for 5 years before I came to Eloqua.  My boss, CEO/Founder George Colony would always say “Technology changes everything.”  How right George is.  If a CMO were to ask you today – What are the 3 most important takeaways that I need to know? Jim Dickie sees this as the Perfect Storm. Jim

Marketers need to play a stronger sales enablement role on LinkedIn

Biznology

This is why at least 70% of content is not used by sales and why enterprise buyers reported to Forrester that 61% of sales professionals add no value to the process. B2B Marketing Digital Marketing Social Media Marketing Social Media/PR CMO G 2Crowd linkedin LinkedIn Marketing Lithium sales marketing Wiley Xerox XOJetWhat’s Wrong with the Role Marketers Play on LinkedIn Now….

The Social-Shake-Up: A New Breed of Marketer is Coming

Buzz Marketing for Technology

In this new Age of the Customer (credit to Forrester for naming this one), how well a company uses the readily available information about their customer will determine how successful they are in the marketplace. also like to think the traditional path that the CMO has taken to get into the C Suite is changing. Posted in Innovation Interactive Marketing Strategy.

The new ABCs of Selling: Always Be Challenging!

The ROI Guy

Unfortunately, buyers indicate that: 10% of sales reps are still pitching products right out of the gate, or pseudo-solution selling, asking a few questions before diving into a one-size-fits-all product pitch (Forrester). home=&gid=6776884 Sources: #CEBSummit The Economist : Executive Perception of Content - [link] Hey, CMO: Larry Ellison and Oracle Want Your Business [link].

Sales and Marketing Alignment in 2013? Not so Fast!

The ROI Guy

Executives continually point to the need for Sales and Marketing to align, with 90% of Senior Marketers indicating to Forrester that indeed alignment is a high or very high priority. Sales Enablement Corporate Executive Board Alinean ValueStory Demand Generation challenger marketing Forrester SiriusDecisions the challenger sale Pisello CEB Provocative Selling Value Selling

Are CMOs Poised To Take Over Technology Purchasing?

It's All About Revenue

However, as the debate around CIO-CMO fusion continues, and as data-centric and customer-centric businesses seek to work faster, issues like shadow IT, marketing-led tech, Big Data boom, predictive analytics, etc. Impressive, but this power increases the responsibilities of the CMO. CMO and CIO vs. CMO or CIO. Or will the CMO manage to take on the responsibility alone? While some extreme assumptions predict that CIOs might be soon replaced by the CMO, it isn’t the reality that we are currently seeing. CMO Corner Modern Marketing in Action

Can CMOs Master The Customer Experience For Hispanic Shoppers?

Buzz Marketing for Technology

It comes down to a CMO’s willingness and ability to  listen   to  and  observe  what customers are doing online, what types of sites they are visiting, what types of keywords they are searching for online, their purchasing behaviors and the like. Related posts: It’s Time For CMOs To Tap Into The Power Of Personalization According to Forrester Research, U.S. million in 2010.

Why Digital Marketers Need to Get More Personal

Buzz Marketing for Technology

According to Forrester, Web personalization is “creating experiences on websites or through interactive media that are unique to individuals or segments of consumers.” Posted in behavioral targeting Personalization. What does personalization really mean? You’ll be forgiven if you have absolutely no idea. It makes sense. The problem is, it hasn’t been done successfully thus far.

Seven Expert Social PR Guides and Tips

Webbiquity

Wendy Marx interviews Brian Kardon, CMO at Lattice Engines and formerly with Eloqua and Forrester Research, about PR and its integration with B2B marketing, social media and lead generation efforts. Public relations (PR) or media relations has long been treated as its own world, separate from marketing. So how exactly does PR support SEO efforts? Give them credit. Compliment them.

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Measuring by Anecdote with SlideShare

It's All About Revenue

Figuring viewers associate analyst firms with data collection, we ran our LeadShare campaign around a PowerPoint that accompanied a webinar on Revenue Performance Management conducted by Eloqua CMO Brian Kardon and Forrester analyst Suresh Vittal. Revenue Performance Management Brian Kardon cloud connectors Eloqua Forrester Greg Thorne JMP Securities Joe Payne LeadShare Marketing Measurement SlideShare Steve Woods Suresh Vittalby Joe Chernov | Tweet this. And from the perspective of aspiration, he’s right.  But sometimes data isn’t enough to fully measure a phenomenon. 

52 MarTech and Marketing Ops Champions You Need to Follow

bizible

VP, Principal Analyst at Forrester | Serving CMOs | B2B enthusiast. CMO @ActOnSoftware | #ActOnSW | 20+ years of #tech experience. CMO/VP Marketing in the high tech industry #modernmarketing | #bigdata | #marketingautomation | #software | #channels. CMO | Customer | Data-driven marketing pro | #MarTech | Learn from & share w/ people that have insightful & diverse takes.

Top 25 B2B Influencers Share Revenue Driving Tips

Radius

Laura Ramos, Vice President, Principal Analyst, Forrester Research. Liz Miller, SVP, Marketing,  CMO Council. Peter Isaacson, CMO, Demandbase. Scott Vaughn, CMO, Integrate. Kathleen Schaub, VP, CMO Advisory Service, IDC  . There is one common goal that all B2B marketers share: the need to drive revenue. Though marketing techniques and campaigns vary, all marketing efforts are an attempt to aid Sales in reaching optimal revenue. As a predictive marketing platform, Radius is an essential tool for revenue-driven marketers. David Lewis, CEO, DemandGen Consulting.

B2B Marketers: Is Your Online Brand Working?

B2B Marketing Traction

According to analyst Sheryl Pattek of Forrester Research , by the time Business-to-Business (B2B) buyers engage with you online, they are 60% or more done with their buying process. inbound marketing Role of the CMO b2b marketing plans It’s critical to have a strong presence online to attract buyers and then to engage with impact as they make their decision.

Thought Leadership is the New Black for B2B Marketers

B2B Marketing Traction

According to analyst Jeff Ernst at Forrester Research , in order to break through and dominate your industry, you need to position your company as a thought leader. Forrester created a four-step IDEA thought leadership creation model: 1.) Role of the CMO b2b marketingThe old way of marketing features and benefits no longer works for B2B marketing success. Assess the impact.

Marketing’s Role in the Age of the Customer

Lattice

In fact, Forrester thinks this age of the customer is a 20-year business cycle, and that this power shift towards customer will continue for a while. And while this process is taking place, analyst Laura Ramos believes that the CMO should own the entire customer experience, and make sure that customers are getting what they need from a business while they traverse their buying journey.

Agencies Under Pressure to be More Digital

Act-On

2015 Forrester survey found that “37 percent of firms place ownership of digital strategy at the ‘C’ level, with a further 44 percent looking to a senior vice president (SVP), executive vice president (EVP), or similar role to direct digital plans.”. In practice, a digital agency must be seen not only as a key business partner to the CMO – but to the CIO and rest of the C-Suite as well.

Introducing the Oracle Marketing Cloud

It's All About Revenue

Forrester calls it customer obsession; others go so far as to call themselves customer companies. Forrester. • 70% of marketing projects don’t leverage big data and analytics. CMO Council. • 65% of CMOs can’t measure the ROI of marketing activities across channels. -Columbia. by Kevin Akeroyd | Tweet this We all want to be customer-centric with our marketing. Accenture. 2.

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Ultimate Marketing Automation Statistics and More Marketing Automation News

It's All About Revenue

According to a Forrester report, 58% of all top performing companies use marketing automation softwares to aid their marketing efforts. Our recent webinar, “Mobile marketing fails,” draws from new, data-rich reports from VentureBeat Insight, plus vital learnings from Marissa Tarleton, CMO of RetailMeNot, and VentureBeat director of technology Stewart Rogers.

50 Statistics About B2B Sales and Marketing (Mis)Alignment

Type A Communications

38% of CMOs say that aligning and integrating sales and marketing is a top priority for 2014 ( CMO Council ). Only 30% of CMOs have a clear process or program to make marketing and sales alignment a priority ( CMO Council ). Forrester Research ). Forrester Research ). Forrester Research ). Forrester Research ). June 17, 2014. Gartner ). Hubspot ).