Martech

APRIL 18, 2024

But most executives are focused on business objectives like “raise brand awareness,” “generate leads” or “drive online sales.” Aligning with your CMO and the rest of the C-suite Before this latest shift, it was possible to measure “micro conversions.” That’s why Google added the Business Objectives collection to GA4 in June 2023.

Merchandising 114

Merchandising Marketing Analytics Tools Conversion Lead Ranking 114

Marketing Insider Group

MARCH 9, 2020

White paper or e-book downloads. Yet that post has produced more leads than many of your current posts put together. You can stretch its value even further by turning it into a how-to video, an in-depth white paper, or even a webinar. CMO, tear down that wall. Newsletter subscriptions. Engagement.

Marketing Budget Creation 266

Marketing Budget Creation Paid Social Agency Paid Search Agency Cost 266

Marketing Insider Group

AUGUST 30, 2021

revenue, leads, opportunities, etc.). So in our rush to obtain leads, drive opportunities, and move the sales needle, it’s easy to forget that we need to address our customers’ emotional needs (fears, hopes, wants, and aspirations). It’s a differentiator…” -Doug Brown, former CMO, IBM Systems. The result? They tune them out.

Paid Search Agency 289

Paid Search Agency B2B Sales Marketing & Strategy CMO 289

ViewPoint

JULY 26, 2018

Of course, one of the main reasons for doing the podcast is that the company wants to establish a thought-leadership position for the CMO and the company. E-books and white papers. A new white paper is also in the works. Nurture material. Newsletter. George’s newsletter is posted to the database monthly.

Thought Leadership 120

Thought Leadership PointClear Case Studies Budget Programs 120

The Point

JULY 16, 2015

Seriously though, that is one gorgeous white paper. It’s visually stunning, professional, colorful, even the title is intriguing (“How Marketing Performance Management is Changing the Role of the CMO”). Let me count the ways: The aforementioned white paper image is HUGE. But what a beautiful white paper.

CMO 100

CMO Paper Marketing Management Marketing Proposals 100

chiefmartech

JUNE 22, 2021

A few weeks ago, I read a white paper produced by Rackspace Technology, How Applications Impact Customer Experience. Only CROs, who live in the same orbit as CMOs, were ranked lower (at a dismal 6% — yikes). This threw me for a loop, as I have generally thought of CMOs as being one of the leading champions of technology.

Digital Transformation 103

Digital Transformation CMO Marketing Automation Services Thought Leadership 103

Oktopost

JUNE 16, 2020

Why did the CMO put a fence around her jewellery box? White paper. He keeps trying to capture the leads. Knock-knock jokes, best knock-knock jokes, funniest clean knock-knock jokes, knock-knock jokes about marketing, jokes for kids, knock-knock jokes for kids, funniest kids’ knock-knock jokes about B2B marketing.

B2B Marketing 126

B2B Marketing Long Tail Marketing B2B Churn Rate 126

Martech

JUNE 29, 2022

. “The average B2B customer journey takes 192 days from anonymous first touch to won,” according to Dreamdata in their 2022 B2B Go-to-Market Benchmarks — a statistic described by co-founder and CMO Steffen Hedebrandt as “alarming.” Journeys that originate at a review site often lead to deals of higher value too.

Ideal Customer Profiles 109

Ideal Customer Profiles Multi-Touch Attribution Marketing Attribution Peer-to-peer 109

ViewPoint

MARCH 1, 2016

This is Part One of a two-part blog about how organizations with a complex sales process can improve accuracy in lead/revenue projections. The real potential of lead nurturing is ignored. Read this white paper to learn more. Most ROI calculators I see published are flawed. It doesn’t have to be that way.

ROI 159

ROI Lead Ranking Marketing Qualified Leads MQL 159

Marketing Insider Group

AUGUST 30, 2021

revenue, leads, opportunities, etc.). So in our rush to obtain leads, drive opportunities, and move the sales needle, it’s easy to forget that we need to address our customers’ emotional needs (fears, hopes, wants, and aspirations). It’s a differentiator…” -Doug Brown, former CMO, IBM Systems. The result? They tune them out.

Paid Search Agency 173

Paid Search Agency B2B Sales Marketing & Strategy CMO 173

KoMarketing Associates

APRIL 7, 2021

It’s often referred to as if it was the same as lead generation. Demand generation includes lead capture, lead nurturing and pipeline acceleration.”. If we botch the customer experience in demand gen, all the other good things that are supposed to happen after it (lead nurturing, sales, etc) may not happen.

Demand Generation Agencies 236

Demand Generation Agencies Demand Generation Demand Marketing Budget 236

6sense

DECEMBER 8, 2021

Another person feels we should do more industry white papers, while somebody else is adamant that we just have to be at an upcoming conference. I have found two key questions that keep me on track and help me decide if an idea, event, white paper, etc. The simple truth is, we can’t love every lead.

Ideal Customer Profiles 62

Ideal Customer Profiles Marketing AI Lead Scoring Lead Ranking 62

ViewPoint

OCTOBER 2, 2012

Over the past few months I have had the pleasure of interviewing nineteen influential B2B sales and marketing leaders to discuss their views in areas like traditional and new media strategies, current and future trends, B2B lead generation, and sales lead management.

Sales Qualified Leads 120

Sales Qualified Leads Lead Generation Lead Ranking Marketing Qualified Leads 120

The Point

MARCH 29, 2017

Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. The lead funnel is obsolete. Think about it: most companies have no problem generating leads at the top of the funnel.

Sales Qualified Leads 50

Sales Qualified Leads Top of Funnel High Quality Lead Marketing Qualified Leads 50

ViewPoint

MAY 13, 2016

How to define a lead and gain agreement is the first of 7 Truths about Sales and Marketing that CEOs need to know. All because the CEO did not insist on a common definition of a lead. Define what a lead is. A couple of years ago I wrote a blog for Salesforce.com about lead definition. Who are we selling it to?

Allocation 174

Allocation PointClear SIC Ideal Customer Profiles 174

LeanData

JUNE 1, 2015

My first month as a CMO has been a whirlwind. Even though I feel like I’ve only been in the office for a week or two, I’ve just completed my first 30 days as CMO of LeanData. I wanted Lead Source options minimized and streamlined (along with Lead Source Details, Industries, and various other picklists).

CMO 40

CMO Trade Show Budget Programs Work Management 40

LeanData

JUNE 1, 2015

My first month as a CMO has been a whirlwind. Even though I feel like I’ve only been in the office for a week or two, I’ve just completed my first 30 days as CMO of LeanData. I wanted Lead Source options minimized and streamlined (along with Lead Source Details, Industries, and various other picklists).

CMO 40

CMO Trade Show Budget Programs Work Management 40

LeanData

JUNE 1, 2015

My first month as a CMO has been a whirlwind. Even though I feel like I’ve only been in the office for a week or two, I’ve just completed my first 30 days as CMO of LeanData. I wanted Lead Source options minimized and streamlined (along with Lead Source Details, Industries, and various other picklists).

CMO 40

CMO Trade Show Budget Programs Work Management 40

LeanData

JUNE 1, 2015

My first month as a CMO has been a whirlwind. Even though I feel like I’ve only been in the office for a week or two, I’ve just completed my first 30 days as CMO of LeanData. I wanted Lead Source options minimized and streamlined (along with Lead Source Details, Industries, and various other picklists).

CMO 40

CMO Trade Show Budget Programs Work Management 40

ViewPoint

JUNE 6, 2013

CMO Council study: Content has significant impact on buying process. The most sought after content are research reports, white papers, case studies and product reviews. He suggests using this trend for ongoing long-term lead generation. Via iMedia Connection. Via BtoBMagazine. Via ClickZ.

B2B Marketing 120

B2B Marketing PointClear B2B Trade Show 120

Webbiquity

FEBRUARY 16, 2016

Lead generation is still a challenge. 68% of B2B marketers rank “generating high-quality leads” as their top priority for this year. But nearly 60% also rank this as their biggest challenge, and just 16% of marketers rate their lead generation efforts as “very” or “extremely” effective.

Stats 110

Stats Social Media Marketing Automation Services B2B Marketing 110

Martech

FEBRUARY 28, 2022

But in all of my years in B2B, whether as a marketer, an agency person, a consultant or a fractional CMO, people have considered email an important channel but have overlooked its true potential for fulfilling company goals. Across the board, email is a lead-generation tool. A Forrester WAVE matrix of leading vendors is one.

Marketing Automation Services 128

Marketing Automation Services Intent Marketing Automation Email Marketing 128

ViewPoint

MARCH 27, 2014

Co-hosts Paul and Allan tee up the show by discussing several hot news items relevant to the B2B market - Here’s what they noshed on, on Episode #5: According to the latest CMO Survey, 85% of CMOs either have not shown any impact from social media spending or have only a qualitative sense of its effectiveness. Voicemails work.

Social Media 120

Social Media Work Management Marketing Management Media 120

EveryoneSocial

FEBRUARY 20, 2020

Becky Carr , CMO of Masergy , is back on the Bitecast for a second episode to talk with Cameron about content that leaps beyond the white noise of white papers. Specific to B2B technology, it’s all about good content, especially with lead gen. And what’s on the horizon?

Lead Gen 52

Lead Gen Digital Transformation Storytelling CMO 52

The Marketing Blender

FEBRUARY 13, 2024

Additionally, digital advertising is leveraged to generate leads and reach the target audience effectively. Lead Generation: Using digital advertising and media to generate leads. Educational Content: Utilizing blog posts, white papers, and webinars to educate customers and generate interest.

Planning 52

Planning Template Marketing Plans Marketing Automation Services 52

Sales Engine

FEBRUARY 25, 2016

The good news is that as technology such as marketing automation advances, creating a more individualized marketing communications program that leads to sales conversations is becoming more real. But before you go out and invest in these tools, it’s important to really understand your customers’ issues so you can develop a strategy.

Acquisitions 149

Acquisitions Webinar Metrics Marketing & Strategy Marketing Automation Services 149

Content Standard

AUGUST 19, 2015

The problem is, they just can’t seem to make it work well as part of their lead-generating B2B marketing strategies. Only 12 percent of B2B marketers rated their content marketing efforts as high-performing, lead-generating engines, according to a Q2 report from the CMO Council and the Content ROI Center.

Marketing Strategy 40

Marketing Strategy Marketing & Strategy B2B Marketing Webinar Metrics 40

SocialPilot

FEBRUARY 9, 2024

Author of 3 books on white paper writing and growth hacks for businesses Why should you follow him? Joe Pulizzi Joe is the founder of Content Marketing Institute, a leading content marketing resource. Tyler Lessard Tyler holds the role of CMO at Vidyard, a video hosting platform. Why should you follow him?

Paid Content 93

Paid Content Paid Search Agency Social Media Social Marketing 93

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.

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Marketing Leads 100

KoMarketing Associates

APRIL 25, 2013

Lead generation is at the top of almost every B2B marketer’s responsibility list. Generate more leads, generate better leads, and improve the rate to which lead opportunities turn into closed wins for the sales teams. Marketo is considered a leader in the lead management / marketing automation industry.

Search Engine Marketing 120

Search Engine Marketing Marketing Automation Services Search Marketing Marketing Automation 120

Sales Engine

FEBRUARY 25, 2016

The good news is that as technology such as marketing automation advances, creating a more individualized marketing communications program that leads to sales conversations is becoming more real. But before you go out and invest in these tools, it’s important to really understand your customers’ issues so you can develop a strategy.

Acquisitions 120

Acquisitions Webinar Metrics Marketing & Strategy Marketing Automation Services 120

Porch Group Media

MARCH 9, 2021

For just over half of brands (52%), the CMO is primarily responsible for driving customer experience. The Chief Digital Officer or Chief Information Officer lead just a portion of strategies at 14% and 13% respectively. Delivering on the Customer Experience. Who in the company is driving CX strategies?

Marketing Automation Services 64

Marketing Automation Services Digital Transformation Marketing Management Case Studies 64

ANNUITAS

SEPTEMBER 18, 2014

An increase in leads captured? Who cares, if they can’t be directly attributed to the content, or if they don’t turn into leads that sales is interested in or that can be tied to revenue. As a matter of fact, finding personnel in which both of these skillsets reside is practically impossible – just ask any CMO.

Content Marketing 100

Content Marketing Planning Content Demand Generation 100

Heinz Marketing

SEPTEMBER 11, 2019

Although we can’t generate sales pipeline and results without external production, the key challenges facing CMOs today were primarily about managing internal obstacles, disagreements and tensions. Just because someone downloaded your white paper doesn’t mean they want a demo. Every CMO at our breakfasts wanted better reporting.

Peer-to-peer 75

Peer-to-peer DemandBase Work Management Intent 75

Porch Group Media

APRIL 6, 2021

– CMO by Adobe 42% of consumers are annoyed when content isn’t personalized. – CMO by Adobe More than 50% of consumers are willing to share information on products they like in order to get personalized discounts. Purchase history was also very important, with retailers leading at 94%. – Accenture.

Personalization 59

Personalization Brand Identity Branding Paid Search Agency 59

Onalytica B2B

JANUARY 8, 2019

I also began working with CRM systems to enable database marketing efforts and lead results analytics. It’s been phenomenal to see how B2B marketing is growing from an activity function in the 90’s to one that that leads digital transformation and revenue performance. I always enjoy doing webinars and podcasts.

Marketing Budget 108

Marketing Budget Budget Programs Demand Generation Agencies Work Management 108

Markempa

AUGUST 12, 2021

revenue, leads, opportunities, etc.). So in our rush to obtain leads, drive opportunities, and move the sales needle, it’s easy to forget that we need to address our customers’ emotional needs (fears, hopes, wants, and aspirations). It’s a differentiator…” -Doug Brown, former CMO, IBM Systems. The result? See what I mean?

Paid Search Agency 130

Paid Search Agency B2B Sales Account Based Marketing CMO 130