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. Given this information, perhaps the limited incumbency of CMOs isn’t that surprising.

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ANNUITAS

MAY 24, 2011

We recently had the opportunity to connect with Jon Miller, Vice President of Marketing and Co-Founder of Marketo. Jon leads strategy and execution for all aspects of Marketo’s hyper-efficient demand center (powered by Marketo’s solution, of course). For example, how does your organization define a “lead”?

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Marketo Marketing Automation Services Work Management Marketing Management 100

Vidyard

APRIL 19, 2016

Vidyard recognized in the “Partner of the Year, LaunchPoint Technology” category for the success and impact of its video platform with joint Marketo customers. In 2015, Vidyard surpassed the milestone of more than 100 Marketo customers using its platform to boost marketing and sales performance.

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Marketo Bulldog Solutions Marketing Automation Services Advertising Agencies 50

Launch Marketing

APRIL 20, 2022

As a co-founder of Marketo, Jon now continues to share thought-provoking content on Twitter in his new role as Chief Marketing Officer at Demandbase. He shares educational resources from his blog, Convince & Convert, which has been ranked among the world’s top content marketing blogs.

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Twitter B2B Marketing B2B Thought Leadership DemandBase 118

Golden Spiral

APRIL 1, 2022

The average tenure for a CMO has fallen further, to just 40 months , the shortest in the C-Suite. Fill the funnel with a lot of sales leads, then move on to ultimately reach a narrow, well-defined goal. The Changing Role of the CMO. Bonus: Don’t forget the next wave of B2B tech users: Generation Z. The Data-Driven CMO.

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Adobe Experience Cloud Blog

JANUARY 28, 2014

Author: Brian Kelly It’s no longer enough for a CMO to create “clever taglines” or choose “color palettes” – in 2014, the CMO must be a master of technology. Today’s CMOs are held accountable for revenue generation, which requires a more systematic approach to market engagement, and a deeper understanding of technology.

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Conversica

MAY 22, 2020

Intelligent Virtual Assistants operate on a combination of machine learning, artificial intelligence and intelligent automation to connect with leads and customers in personalized, two-way conversations. In this way, IVAs act as a virtual team member assisting revenue-generating teams such as Marketing, Sales or Customer Success.

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Lead Ranking Marketing AI Marketing Qualified Leads Lead Scoring 59

Adobe Experience Cloud Blog

MARCH 19, 2018

That’s why marketing ROI —including content marketing ROI—is one of the top challenges for CMOs and marketers. Social shares have no real value unless they drive engaged visitors back to your website. Ads have no quantifiable value unless they deliver leads or sales you can measure. Click To Tweet.

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Cost Per Click Lead Ranking Content Marketing Budget Programs 134

SmartBug Media

SEPTEMBER 7, 2020

Marketo Performance Insights (MPI) dashboards track your entire funnel from lead acquisition to revenue—without much work from you. New Leads (#): Number of new leads generated by program. Pipeline Created ($): Dollar value of pipeline generated by each program.

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Multi-Touch Attribution Multi-Channel Marketo Account Based Marketing 59

markempa

DECEMBER 12, 2016

I’ve compiled a list of the 10 most popular and shared posts on the B2B Lead Blog, chosen by marketers, just like you, to help you get ready to have a great 2017. For the majority of B2B companies with complex sales, marketing-generated leads rarely account for 50% of revenue and often it’s often much less.

Account Based Marketing 84

Account Based Marketing Marketing Qualified Leads Lead Scoring Lead Ranking 84

Adobe Experience Cloud Blog

APRIL 25, 2017

We kicked off the 2017 Marketing Nation Summit on Sunday with an amazing Fun Run, Marketo University training, and our annual customer and partner awards gala, The Revvies. Steve asked the audience, as consumers, “Don’t we want to be valued?”, and “Don’t we know it when we aren’t valued?” . Leading In The Engagement Economy.

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Paid Search Agency Marketo Marketing Budget Planning 113

Adobe Experience Cloud Blog

AUGUST 26, 2011

by Maria Pergolino Phil Fernandez, CEO of Marketo, was a guest on the SLMA Radio show, a weekly program that showcases the voices of industry leaders. A CMO or who is unable to talk in precise terms about their marketing activity investments and why they’re making them will quickly become an extinct CMO. The Number Game.

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Marketo Lead Ranking Lead Scoring Paid Search Agency 48

Adobe Experience Cloud Blog

AUGUST 16, 2018

And if you are managing email marketing campaigns your CMO wants to know: What impact did they make in terms of revenue? These are the metrics that matter to the CMO and rest of the marketing team, and you’ll be expected to report on these metrics with each campaign you launch. Can you prove they achieved a return on investment?

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Multi-Touch Attribution Email Marketing Practices Planning 113

6sense

DECEMBER 9, 2021

Breakthrough began with a presentation by 6sense’s effervescent CMO Latané Conant. Latané shared an example of one such recent campaign, emphasizing how its customer experience-centric approach was a critical element in generating big results for the company. The Revolution Is Now. This means, Latané explained….

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Sales Management Conference Lead Ranking Ideal Customer Profiles 62

Adobe Experience Cloud Blog

MARCH 23, 2018

Marketing has always struggled to show its value. Perhaps this explains why there are still a small number of CMOs in the boardroom. That big discrepancy suggests a gap in value placed on the disciplines. CMOs and their teams. The CMO job description has also undergone massive change in recent years.

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Ideal Customer Profiles Marketing AI Enterprise Management Account Based Marketing 134

Adobe Experience Cloud Blog

MAY 2, 2018

CMO Sarah Kennedy took the stage for day two’s opening keynote asking the question: “What does it mean to be fearless?”. Tyler ties confidence to leadership, saying that “a fearless marketer must have the confidence and courage to lead by example.”. Fearless for Your Customers’ Sake. Now take a step, do something fearless today.

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Strategic-IC

NOVEMBER 10, 2020

It’s about being laser-focused on their needs and deploying the most effective marketing tactics available to nurture value-added, pervasive conversations with key stakeholders. And we’re focusing on not only the lead but the account as a whole. Justin Gray, CMO, LeadMD. Less than 1% of leads turn into customers.

Account Based Marketing 62

Account Based Marketing ABM Stats Top of Funnel 62

SnapApp

APRIL 4, 2018

Demonstrating the value of any marketing campaign is challenging. And, of those not exceeding their revenue goals, a whopping 74% did not know the number of visitors, leads, MQLs, or sales opportunities they needed to hit their targets. . . It signals brand awareness, and is a much better leading indicator than total traffic.

Lead Ranking 107

Lead Ranking Paid Content Cost per Lead Marketing Qualified Leads 107

Adobe Experience Cloud Blog

DECEMBER 17, 2019

For ultimate comfort leading to peak performance, be it a sprint or a marathon – enjoy 20% off on those Nike sneakers you left in your cart.” Marketo explains , “Resourceful, actionable, helpful websites are the ones that users linger on, click through, link up with, and return to, so modern digital marketing means good SEO.”.

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Marketing AI Marketing Strategy Marketing & Strategy Peer-to-peer 174

Influitive

OCTOBER 30, 2015

In this video interview with Chandar Pattabhiram , Group VP of Product and Corporate Marketing at Marketo, you’ll find out how the next generation of CMOs can leverage marketing technology to move away from mass marketing techniques and get back to building 1:1 relationships—in a way that is measurable and scalable.

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Adobe Experience Cloud Blog

FEBRUARY 6, 2019

With the CMO often considered the most precarious position in the C-Suite , marketing attribution is top of mind for everyone looking to really measure the impact of their marketing departments. Additionally, there are increasingly convoluted and complex ways to track lead quality. CMOs need to look elsewhere to prove real attribution.

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Marketing Attribution Top of Funnel Lead Ranking Statistics 134

Leadspace

JANUARY 17, 2017

Vendors like Demandbase and Marketo website personalization leverage this information to personalize the content displayed. Marketing Automation Platforms like Marketo and Eloqua then track each page view associated with this person’s email. The value – and challenges – of 3rd party behavioral data.

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Adobe Experience Cloud Blog

SEPTEMBER 28, 2012

by Dayna Rothman IDC recently released their 2012 CMO Advisory Service Best Practices Series: Realizing the Vision of the 21st Century Lead Management. Here are some questions that IDC sought to answer with their survey: How do leading companies staff and organize teams for effective lead management?

Work Management 48

Work Management Marketing Management Lead Management De-duping 48

6sense

JANUARY 3, 2022

6sense CMO Latané Conant recently shared this information at our annual Breakthrough customer conference.). 6sense generates higher customer lifetime value by embedding 6sense insights and predictions within companion SEPs. Highly personalized, timely, and relevant outreach that generated meetings, and then ….

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Buyer's Journey Personalization Account Based Marketing ABM 62

Ambal's Amusings

JANUARY 21, 2010

One of the goals of marketing is to generate leads. What is the next logical step once you have managed to get high quality leads? Yes, getting those leads into the sale pipeline. Salespeople need leads—right now. How do marketers overcome this roadblock? So marketing tries to feed the pipe.

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The ABM Agency

APRIL 21, 2023

Reading Time: 13 minutes Winning strategies for account-based marketing (ABM) are essential for any director of marketing or CMO at a large B2B SaaS organization. Identify High-Value Prospects B. We’ll start by discussing the importance of understanding your buyer personas and defining your ideal customer profile.

Account Based Marketing 52

Account Based Marketing Ideal Customer Profiles Marketing Strategy Marketing & Strategy 52

Adobe Experience Cloud Blog

NOVEMBER 11, 2016

Some companies measure ROI with goals related to reaching early-stage buyers, others focus on engaging new prospects, and others prioritize conversions in terms of leads, sales revenue, and retention. He’s also a Marketo alum and rock ‘n’ roll photographer on the side.) Anna Hill is the CMO at the Walt Disney Company UK.

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B2B Marketing Top of Funnel Content Marketing B2B Thought Leadership 134

Adobe Experience Cloud Blog

NOVEMBER 8, 2016

ResearchCorp’s Demand Generation Adoption Survey. Marketo and Ascend2’s Marketing Automation Strategy Survey. This leader will be responsible for your demand generation strategy for different segments and its orchestration across channels. Technology by itself will not solve business challenges.

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Marketing Automation Services Enterprise Management Work Management Marketing Management 134

Ambal's Amusings

NOVEMBER 12, 2010

We asked our panel of B2B marketing experts "How can B2B marketers measure return on investment (leads generated, market awareness etc) for the money/effort spent on creating and marketing content? Within a 3-month period of execution for the program, the combination enabled the company to reactivate dormant leads and add $4.5M

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Adobe Experience Cloud Blog

JANUARY 23, 2017

Author: Travis Kaufman As key drivers of the revenue team, marketing and sales are constantly looking for the next innovative method to get a competitive edge—particularly in generating revenue for the business. Does this lead and company match with my ideal buyer or could they be an influencer?).

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Intent Data Intent Lead Ranking Marketing Automation Services 48

Adobe Experience Cloud Blog

DECEMBER 2, 2015

Author: Katie Pope And the winner is… Get your ball gowns and dress suits ready—award season is just around the corner: the Oscars, the Grammys, and, of course, the Revvies, Marketo’s annual award program. Going back to the soccer example, simply stating that Johnny scored a lot of goals this season doesn’t provide much context.

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Peer-to-peer Lead Scoring Lead Ranking Thought Leadership 48

SmartBug Media

SEPTEMBER 6, 2019

Easily prioritize leads with lead scoring data , which measures how relevant a product or service is to a buyer’s needs and accurately identifies which buyers are most likely to make a purchase today. We’ve compiled our list of some of the leading intent data providers in the market today.

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Intent Data Marketing AI Intent Bombora 79

Marketing Insider Group

JANUARY 24, 2013

To answer this question, I looked at a variety of factors including twitter followers, profiles that included “B2B marketing,” the focus of their tweets including the hashtag # B2BMarketing , as well as a variety of social scoring tools using the keyword. Marketo – Marketo.com – Marketing software.

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Twitter Demand Generation Agencies Paid Search Agency B2B Marketing 100

ANNUITAS

MARCH 20, 2014

After “better leads” its “pipeline acceleration” says @megheuer @siriusdecisions #marketingopssummit. RT @megheuer When they serve personalized industry content on website, 3x as likely to click thru vs generic content @DocuSign #marketingopssummit. 3) why @marketo ? marketingopssummit.

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Adobe Experience Cloud Blog

MARCH 13, 2017

And, that’s not just online—I’ve been lucky enough to get to meet and work with a handful of influencers in my role here at Marketo, and let me say that they are even more dynamic, interesting, and engaging in person. There is no substitute for asking your question in person and having a discussion. Why am I belaboring this point?

Sales Management 126

Sales Management Account Based Marketing Planning ABM 126

chiefmartech

APRIL 11, 2016

The TrustRadius research team checked in with some of the leading vendors to get a pulse on how ABM is shaping their product and business. It often begins with creating a target account list of prospects who are likely to buy, or likely to receive great value from your product. Target Account Data & Predictive Account Scoring.

Account Based Marketing 40

Account Based Marketing Ideal Customer Profiles Buzz Enterprise Management 40

Buzz Marketing for Technology

JUNE 17, 2015

Most B2B service marketers know the value of tailored landing pages to drive traffic and capture leads for niche B2B buyer personas. If you are, there are new options available all the time, like the recent launch of the LinkedIn ‘Lead Accelerator’ You can review the options on our Content Distribution matrix.

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Marketing Automation Services Lead Scoring Lead Ranking Work Management 100