Adobe Experience Cloud Blog

OCTOBER 9, 2018

Why is it that the average tenure of a CMO is so much less than other C-suite executives? According to the CMO Impact Study , over 40% of CMOs have been in their roles for less than two years and 70% less than four years. Source: Lori Wizdo, Forrester Research. 67% want to demonstrate ROI from all marketing investments.

Sales Qualified Leads 132

Sales Qualified Leads Cost per Lead Touchpoints Forrester 132

Contently

NOVEMBER 10, 2022

For most Chief Marketing Officers (CMOs), the holy grail of content measurement is return on investment (ROI). Proving ROI for content is the biggest challenge marketers face—but it’s not impossible. The job’s not over until the paperwork is done—or, for content marketers, until results are measured.

Lead Ranking 130

Lead Ranking Enterprise Management Lead Scoring Work Management 130

Sprout Social

MAY 3, 2023

The role of chief marketing officer (CMO) is changing dramatically. A CMO’s charge is to show up as a clear mirror for the organization in terms of where we are succeeding, where we are failing and what our customers want. Here are five ways to build a collaborative, trusting partnership.

Allocation 94

Allocation Peer-to-peer Marketing Budget Work Management 94

ANNUITAS

MARCH 24, 2015

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. However, of those CMOs less than half feel prepared to handle this complexity. Let’s be clear, ROI is all about financial outcomes! Connecting With the CFO.

Forrester 100

Forrester CMO Marketing Report ROI 100

6sense

AUGUST 4, 2020

Independent research firm, Forrester, recently cited 6sense as a leader in The Forrester New Wave : ABM Platforms, Q2 2020 report, while SiriusDecisions awarded PTC Program of the Year for the company’s Revenue Orchestration and Intelligence Engine (ROI Engine) initiative, a collaborative effort involving 6sense, Drift, and People.ai.

Organization 62

Organization Forrester Cold Calling Paid Search Agency 62

Velocity Partners

APRIL 9, 2024

You can see it in falling CMO tenure. Hubspot research shows that B2B brands with aligned sales and marketing teams: Deliver 20% annual revenue growth as opposed to a 4% decline in non-aligned companies Have 38% higher win rates Enjoy 14% faster sales cycles And Forrester adds 27% higher margins to this growth. It’s a profit windfall.

Sales Management 78

Sales Management Top of Funnel B2B Lead Ranking 78

Content4Demand

SEPTEMBER 24, 2021

J on Russo , Founder and CMO of B2B Fusion Group , also joined us for a recent panel discussion , sharing even more of his perspective. As a former CMO for several high-tech brands, Jon knows firsthand how crucial content is to successful ABM programs. This gives us more clarity around intent ROI, as its impact is very measurable.

Intent Data 78

Intent Data Top of Funnel Intent Lead Ranking 78

ClickZ

JULY 3, 2019

In fact, according to a survey by ITSMA and the ABM Leadership Alliance , 99% of respondents reported a higher return on investment (ROI) from ABM than traditional marketing initiatives. Then, last year, Forrester officially recognized ABM as a bonafide technology category with the Forrester ABM Platform New Wave. The category.

Account Based Marketing 107

Account Based Marketing ABM DemandBase Business 107

Martech

OCTOBER 28, 2021

“Basically, intent data allows marketing and sales teams to focus on the accounts that are in the market for a product or solution,” said Dan Tabaran, CMO of account-based advertising company N.Rich, in his recent MarTech presentation. As a result, more B2B brands are adopting ABM models to address these issues.

Top of Funnel 115

Top of Funnel Account Based Marketing Ideal Customer Profiles Generation 115

Marketing Insider Group

OCTOBER 14, 2019

That might sound obvious, but it evidently isn’t to some CMOs: By overly relying on martech, they’re creating an expensive — and unremarkable — brand experience. According to research from Forrester , CMOs are spending more on tech than any other C-suite members.

Brand Identity 170

Brand Identity Branding Advertising Agencies Paid Search Agency 170

Biznology

AUGUST 11, 2016

Recent studies show 87% of B2B sales and marketing leaders are using LinkedIn and other social media platforms, but less than 1 in 5 can clearly prove and demonstrate social media ROI. Xerox CMO John Kennedy mentioned that they are using LinkedIn to share content with their followers.

Linkedin 80

Linkedin Top of Funnel Marketing Automation Services Sales Qualified Leads 80

Convince & Convert

MARCH 6, 2017

And according to The CMO Survey, 44% of marketers haven’t been able to show the impact of social at all, much less point to real ROI. Enter Samantha Ngo from Forrester Research and Jonny Bentwood from Edelman Intelligence, two smarties who are going to help solve this conundrum of what and how to measure social media effectiveness.

Social Media 117

Social Media Media Webinar Metrics Forrester 117

6sense

DECEMBER 8, 2021

And as Forrester pointed out, the switch to virtual events netted “broader reach, better attendee data acquisition, and extension of value beyond the physical date.” Right to ROI. Baptist believes event sponsors should provide an ROI calculator that spells out what value we gained versus what we paid.

Ideal Customer Profiles 62

Ideal Customer Profiles Lead Ranking Personalization Lead Scoring 62

Ambal's Amusings

NOVEMBER 12, 2010

Measuring ROI on content marketing is not straightforward; that is why most firms put measurement on the back burner. Share one example of ROI tool/strategy that has worked either for you or your client." One of the top challenges for any marketer is measuring marketing ROI. But measuring doesn't have to be difficult.

ROI 100

ROI Top of Funnel Work Management Marketing Management 100

Strategic-IC

NOVEMBER 10, 2020

Justin Gray, CMO, LeadMD. Sangram Vajre, CMO, Terminus. Sangram Vajre, Co-Founder and CMO, Terminus. Scott Vaughan, CMO, Integrate. Forrester Research. Meagen Eisenberg, CMO, MongoDB. 80% of marketers measuring ROI say that ABM outperforms other marketing investments. How Is ABM Growing? .

Account Based Marketing 62

Account Based Marketing ABM Stats Top of Funnel 62

Top Rank Marketing

AUGUST 14, 2023

The list of speakers is a who’s who of B2B marketing including marketers from major B2B brands like Forrester as well as expert consultants like Ahava Leibtag. Or if you want to learn about ABM, why not learn from Jon Miller, a pioneer in the field of ABM as co-founder of both Marketo and Engagio and now CMO at Demandbase.

B2B 93

B2B Advertising Agencies Paid Search Agency Co-Registration 93

Vidyard

OCTOBER 31, 2017

At Fast Forward —Vidyard’s virtual video marketing and sales summit—be the first to hear ideas from Laura Ramos, VP & Principal Analyst at Forrester ; Jeff Loeb, CMO of Vidyard ; Megan Eisenberg, CMO of MongoDB ; and 29 more experts. There will be 20 sessions in all! Fast Forward offers answers.

Video Marketing 84

Video Marketing Planning Digital Marketing Funnels Banner Ads 84

Martech

FEBRUARY 28, 2022

Two recent studies measured ROI for social media versus email, and they appear to contradict each other. One said social media was first and email second for ROI, and the other said the opposite. A Forrester WAVE matrix of leading vendors is one. Who’s right? I don’t know. Many factors influence intent.

Marketing Automation Services 126

Marketing Automation Services Intent Marketing Automation Email Marketing 126

Content4Demand

NOVEMBER 5, 2021

Result : Imprivata received a 430% ROI utilizing True Influence Marketing Cloud. Forrester Research defines buying groups as “audiences that are activated to find solutions to business needs that match the selling organization’s solutions.”

Intent Data 92

Intent Data Intent Top of Funnel Intent Signal 92

6sense

AUGUST 28, 2021

And as Forrester pointed out, the switch to virtual events netted “broader reach, better attendee data acquisition, and extension of value beyond the physical date.” Right to ROI. Baptist believes event sponsors should provide an ROI calculator that spells out what value we gained versus what we paid.

Ideal Customer Profiles 48

Ideal Customer Profiles Lead Ranking Personalization Lead Scoring 48

Marketing Insider Group

SEPTEMBER 29, 2014

Just ahead of the conference, MarketingCharts.com previewed this research from ExactTarget , conducted by Forrester and uncovered that “meeting the expectations of the always-connected customer” was the biggest challenge. And all of us were looking to find out the best way to reach and convert new customers.

Marketing Attribution 100

Marketing Attribution Planning Marketing Management Conference 100

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. That’s how we find ourselves in a situation where ABM continues to rise and CMO tenure continues to fall. That means ROI in weeks, not months or years.

Account Based Marketing 52

Account Based Marketing Marketing Analytics Tools ABM Demand Generation 52

Allocadia

APRIL 26, 2019

The difficulty to align marketing metrics with business priorities was highlighted in the 2018-2019 Gartner CMO Spend Survey. A platform that shows your marketing plans, investments, and results all in one place is the best way to answer the questions your CMO and the rest of the C-suite keep asking. But how can they do this?

Planning 40

Planning Work Management Marketing Budget Budget Programs 40

6sense

JULY 17, 2017

In 2013, Forrester released a Forrester Wave report (aka Forrester’s evaluation of vendors in a software, hardware or services market) in the Identity and Access Management space for the cloud. Just last month, Forrester released The Forrester Wave TM : Predictive Marketing Analytics for B2B Marketers, Q2 2017.

Enterprise Management 48

Enterprise Management Work Management Marketing Management Forrester 48

KEO Marketing

JULY 18, 2017

According to Forrester Research, last year, the average company dedicated 30% of its marketing budget to online efforts. When you collaborate with digital marketing experts , you have a better chance of seeing a huge ROI. They measure ROI. A top digital marketing agency will help you track ROI from keyword to close sale.

Allocation 54

Allocation Planning Paid Search Agency Advertising Agencies 54

The Point

OCTOBER 29, 2014

Brian Kardon is a respected marketing thought leader, a “Top 10 Global CMO,” and a seasoned executive with a 20-year track record of success. Which are the companies most likely to see real ROI? (BK) They can know by applying new technology to all the data that is discoverable about their prospects. (HS)

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

Allocadia

JANUARY 17, 2019

The difficulty to align marketing metrics with business priorities was highlighted in the 2018-2019 Gartner CMO Spend Survey. A platform that shows your marketing plans, investments, and results all in one place is the best way to answer the questions your CMO and the rest of the C-suite keep asking. But how can they do this?

Planning 40

Planning Work Management Marketing Budget Budget Programs 40

Porch Group Media

JANUARY 26, 2021

CMOs were least confident in their performance in measuring customer perceptions, emotions and behaviors throughout the customer journey (-0.22). In addition to customer experience, the CMO Survey study also examined other areas such as social media. Step 3 – Measure ROI and Optimize.

Demand 69

Demand Marketing Budget Mobile Marketing Marketing Budget Creation 69

Adobe Experience Cloud Blog

MARCH 13, 2017

In HOOKED: How Clever Brands Create Addictive Content That Drives Revenue, Andrew Davis, Founder and CMO of Monumental Shift, will teach you how to create content so good it’s addictive. Marketing leaders not only look to meet the challenges their audience faces today but anticipate the challenges they will face in the future.

Sales Management 126

Sales Management Account Based Marketing Planning ABM 126

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. According to research by Forrester , ABM maturity and B2B Sales Revenue are Intertwined. How does ABM work?

Account Based Marketing 59

Account Based Marketing ABM B2B Sales B2B 59

ViewPoint

MARCH 6, 2012

Once CMOs have undertaken the research necessary to understand their target buyers, they need to socialize the findings throughout the organization so a truly customer-centric understanding and approach can take hold. Source: Forrester, Metrics that Matter for B2B Marketers, October 26, 2011. Master Your Data Universe.

Buyer Personas 120

Buyer Personas Forrester Lead Ranking Peer-to-peer 120

Ambal's Amusings

OCTOBER 15, 2009

Read these interesting blog posts on B2B marketing ROI: Kevin Joyce's Untangling B2B Marketing Campaigns ROI , Jon Miller's Improving B2B Marketing ROI: Thought Leadership With Merry Elrick , Tom Scearce's Three metrics that are more useful than Cost per Lead. Forrester Blog for Interactive Marketing Professionals.

ROI 100

ROI B2B Marketing Paid Search Agency Planning 100

Mereo

JANUARY 18, 2023

In a Forrester study, 71% of buyers said client value stories and relevant use cases were the most credible type of content in their decision-making. Find relevant use cases with similar industry, situation and needs to show rather than tell your buyer the ROI they can expect from choosing your solution.

B2B 41

B2B Lead Scoring Lead Ranking Case Studies 41

Mereo

SEPTEMBER 29, 2022

Seller demonstrated the ROI or value of the solution. All that leads to a compelling and demonstrable value proposition (aka ROI). In a Forrester study, 71% of buyers said client value stories and relevant use cases were the most credible type of content in their decision-making. Seller actively listened to me.

Buy 41

Buy B2B Thought Leadership Buyer's Journey Case Studies 41

Mereo

JUNE 29, 2023

In fact, Forrester estimates that 65% of produced marketing assets go unused because they are irrelevant. Your buyers desire meaningful content that is shares keen insights and is backed by facts (statistics, client testimonials). On top of this, content marketing is notorious for consuming valuable resources.

Top of Funnel 36

Top of Funnel Content Marketing Case Studies Case Study 36

Marketing Insider Group

JANUARY 24, 2013

Forrester – Forrester Research, Inc – An independent research company that provides pragmatic advice to global leaders in business and technology. Marketing automation, social campaigns, inbound marketing, sales apps, ROI reporting – all in one place. Cambridege, MA – [link]. Cambridge, MA – [link].

Twitter 100

Twitter Demand Generation Agencies Paid Search Agency B2B Marketing 100

Marketing Insider Group

APRIL 21, 2011

The alignment problem is what drove me into here… BtoB Magazine recently reported on a Forrester survey that proves the point that this is huge challenge: only 8% of B2B companies say they have tight alignment between sales and marketing. I started my career in sales. Then I quickly moved into marketing to follow my frustrations.

PR 100

PR Social Media Social Marketing Planning 100