Sword and the Script | B2B

APRIL 23, 2024

They gave engineers a percentage of free time to develop new products. And it’s easy to poke holes in most attribution models. On the back end, these companies have, on average, around 30% more confidence in their marketing measurement and attribution methods, such as multi-touch attribution, lift studies, and propensity modeling.”

Marketing Automation Services 79

Marketing Automation Services Budget Programs Marketing Budget Peer-to-peer 79

Adobe Experience Cloud Blog

JANUARY 7, 2019

Here’s what marketing leaders find most challenging about marketing with impact: Attribution. Being able to attribute revenue to marketing campaigns is very important for speaking to leadership or the CMO. While first or last touch attribution is easier to model, it can lead to a biased decision.

Multi-Touch Attribution 134

Multi-Touch Attribution Lead Ranking Multi-Channel Thought Leadership 134

LeadsRX

FEBRUARY 21, 2021

I realize a lot of marketers struggle with analytics in general, and attribution specifically. And like any analytic offering, attribution results and insights need to be socialized within an organization to be believed… to be trusted as the basis of business change. Attribution is different. Why Care about Customer Care?

Marketing Attribution 88

Marketing Attribution Multi-Touch Attribution Paid Search Agency Work Management 88

Engagio

JANUARY 20, 2024

” GTM Strategy – The Balancing Act Get ready to learn valuable marketing strategies from Neil Dowling, the CMO of WritePoint, who shares his expertise on navigating economic uncertainty with confidence and optimism. “Mixed media modeling is a completely different kind of attribution.

Marketing AI 62

Marketing AI Lead Ranking Multi-Touch Attribution Conversion 62

LeadsRX

AUGUST 31, 2021

Steel City Media is using LeadsRx Attribution, an impartial marketing attribution solution, and LeadsRx Journey, customer journey analytics technology, to measure and get specific marketing insights into campaign performance and to optimize ROAS (return on ad spend) for clients. “In interactions per 15-second commercial 5.8

Multi-Touch Attribution 52

Multi-Touch Attribution Marketing Attribution Work Management Paid Search Agency 52

B2BMarketing.net

MAY 13, 2024

Bear in mind here the old adage, ‘people don’t buy the product, they buy the salesperson.’ You’ll need to be specific in your story-telling, but also visionary and inspirational, as you touch on all the elements a brand embraces. E.g., “Let’s face it, all the players in this category offer excellent products. It is human nature.

Enterprise Management 52

Enterprise Management Work Management Marketing Management Multi-Touch Attribution 52

Engagio

SEPTEMBER 20, 2018

Customer Roadmap Breakfast : Hear about Engagio’s product roadmap while enjoying a hot breakfast on 9/26 from 8:00am – 9:30am. Multi-Touch Attribution Session: Discover best practices on multi-touch marketing attribution and how to understand the impact of your ABM initiatives.

Account Based Marketing 48

Account Based Marketing Multi-Touch Attribution Activities Planning 48

B2BMarketing.net

FEBRUARY 8, 2024

The subject of the interview was captured in the title, “From CMO to CEO: Journey to Destination.” Didier was the perfect interlocutor ; that rara avis whose previous roles included being CMO of other global, med-tech companies, he was uniquely poised to speak about the famously fraught relationship between the CMO and CEO functions.

Enterprise Management 52

Enterprise Management CMO Work Management Customer Satisfaction 52

ClickZ

JUNE 21, 2023

Ty Heath: Before we delve into that, I’d like to touch upon why we find ourselves in this situation. It’s crucial to ensure that the ad is attributed to your brand, using distinctive colors, logos, and assets. Where B2C organizations are usually marketing-driven, B2B organizations tend to be more product or sales driven.

Advertising Agencies 130

Advertising Agencies Creativity Top of Funnel Advertisements 130

Content Standard

MARCH 21, 2022

Whether you’re planning a large-scale, multi-touch campaign or starting small with one channel or audience segment, these three personalization examples can help inspire your strategy: Netflix serves as one of the most well-known examples of a brand with successful, robust personalization. Image attribution: Pexels from Pixabay.

Planning 122

Planning Personalization Marketing & Strategy Multi-Touch Attribution 122

Litmus

DECEMBER 8, 2020

So how do we get more emails, more customers, more touches per customer. And so that’s super clear for some companies that have good attribution models and for others that’s still fairly fuzzy as to what incremental value they drive to the business by sending an email or by sending an SMS to customers.

Multi-Touch Attribution 83

Multi-Touch Attribution Analytics Marketing & Strategy Budget Programs 83

InsightSquared

APRIL 12, 2018

Most recently I was head of product management at a MAP startup in Boston. Capabilities such as multi-touch attribution and metrics such as marketing-influenced revenue are what marketers are looking for to measure the effectiveness of their activities along the buying cycle. Reporting is not a core competence.

Marketing Automation Services 159

Marketing Automation Services Enterprise Management Work Management Marketing Management 159

Porch Group Media

FEBRUARY 23, 2021

This is according to a recent survey by CMO Council and Catalina. V12’s Signals solution provides insights into consumers who are actively shopping for products and services you sell. Our solution suite includes: Signals Online – Reach consumers who are actively browsing online for products you sell.

Purchase 52

Purchase Planning Multi-Touch Attribution First-Mover Advantage 52

Engagio

MAY 14, 2019

But before diving into our top ABM sessions, let’s spend a hot second looking at the keynote by Tony Jaros, president and Chief Product Officer at SiriusDecisions. Multi-touch attribution. Content attribution. Orchestrate programs – get your entire team involved with your multi-step, multi-channel programs.

Account Based Marketing 54

Account Based Marketing ABM Ideal Customer Profiles Top of Funnel 54

ClickZ

JANUARY 29, 2020

While some companies may eliminate the title, that doesn’t mean the role of CMO will go away completely — it will just evolve, and maybe get a brand refresh. We had a chance to sit down with Lynne and spoke about her career journey, the changing role of the CMO, and her predictions for the martech industry in 2020.

Enterprise Management 70

Enterprise Management Work Management Marketing Management CMS Development 70

Outgrow

OCTOBER 18, 2022

Helping prospects understand the value in partnering with your product. About our guest: Eric Quanstrom serves as CMO at CIENCE and is in charge of both the company’s inbound and outbound marketing strategies. So oftentimes, we’re helping companies penetrate new markets, introduce new products, focusing on new geographies.

Enterprise Management 52

Enterprise Management Marketing Budget Multi-Touch Attribution Brand Identity 52

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. Furthermore, we will explore ways to personalize messaging and leverage multi-channel strategies to engage decision-makers effectively. How do they measure success?

Account Based Marketing 52

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

Vidyard

DECEMBER 18, 2014

71% of marketers are increasing investment in content marketing, however 85% of B2B marketers are failing to attribute their content marketing to business results. Focus on Pipeline Michael explained that a lot of the focus for content marketing up until this point has been on increasing production. Time is running out. The good news?

Top of Funnel 52

Top of Funnel Multi-Touch Attribution Lead Ranking Lead Scoring 52

Terminus

JANUARY 3, 2018

Terminus has acquired BrightFunnel , the pioneer in B2B marketing analytics and attribution. To this end, we launched our account-based advertising product in 2015 and started building #FlipMyFunnel , a thriving community around the practice of account-based marketing (ABM). Our Journey to Joining Terminus and BrightFunnel.

Acquisitions 0

Acquisitions Account Based Marketing Multi-Touch Attribution Top of Funnel 0

Contently

DECEMBER 2, 2022

The Chief Marketing Officer (CMO) position as we know it is in trouble. Companies like Taco Bell, Uber, Johnson & Johnson, and Hyatt Hotels have eliminated the CMO position and course-corrected with replacement roles like Chief Growth Officer, Chief Experience Officer, or Chief Revenue Officer. Overall budgets have risen to 11.8%

Multi-Touch Attribution 193

Multi-Touch Attribution Work Management Paid Search Agency CMO 193

Valasys

AUGUST 30, 2019

According to a report by the Contently, 60% of the Gen Z prefer a cool product over a cool experience, while the millennials prefer it the other way round. According to ibtimes.com, Gen Z value productivity & whereas their preceding generation works on an average only on 3 screens at a time, Gen Z can work on 5 screens simultaneously.

Paid Content 49

Paid Content Lead Scoring Lead Ranking B2B Marketing 49

SmartBug Media

JANUARY 23, 2020

HubSpot’s CMO Kipp Bodnar recently authored a post titled “ Marketers Deserve Enterprise Software That Doesn’t Suck ”—and frankly, we agree with the title (and sentiment). on the verge of massive lead growth and the need to attribute it to marketing campaigns, skip on up to the Professional or even Enterprise level. (If Partitioning.

Enterprise Management 16

Enterprise Management Work Management Multi-Touch Attribution Marketing Management 16

Full Circle Insights

FEBRUARY 28, 2021

When you reach out for support, you may find that the agent doesn’t have information on the latest product you’ve purchased or that your contact information was updated by one unit but not by another. Intro to Full Circle Campaign Attribution. Building a Solid Case for Attribution to the CMO. CMOs: Now More than Ever.

Lead Ranking 89

Lead Ranking Sales Management Marketing Attribution Full Circle Insights 89

Litmus

AUGUST 3, 2021

in 2021 , their lowest level in the history of Gartner’s CMO Spend Survey. If these attributes sound familiar, you are not alone. Put a marketing attribution model to work. This is where marketing attribution comes into play. Last-Touch Model: Last-touch attribution is the inverse of first-touch.

Marketing Budget 93

Marketing Budget Budget Programs Marketing Attribution Marketing Budget Creation 93

The ABM Agency

MARCH 28, 2023

Armed with this knowledge, they can craft highly personalized campaigns for each account or segment of prospects—such as offering discounts or promotions tailored to past purchase history, or providing product recommendations based on current usage patterns—allowing them to deliver an individualized experience that resonates deeply with recipients.

Multi-Touch Attribution 52

Multi-Touch Attribution Account Based Marketing Demand Generation Agencies Marketing AI 52

The Marketing Blender

FEBRUARY 20, 2024

This complexity heightens the difficulty of marketing to multiple personas with different needs and tracking attribution amidst off-screen decisions that can sometimes span multiple organizations. Multi-Channel B2B Marketing: The Key to Success In today’s digital age, relying on a single marketing channel is a mistake.

B2B Marketing 52

B2B Marketing Advertising Agencies Multi-Touch Attribution B2B Thought Leadership 52

chiefmartech

AUGUST 5, 2019

60 exhibitors sharing state-of-the-art martech products and services. First, Mike Volpe , CEO of Lola.com, will present From CMO to CEO: The Journey and Lessons Learned. After stints as CMO at HubSpot and Cybereason, Mike landed the top job at Lola.com. 24 breakout educational sessions across three editorial tracks.

Enterprise Management 60

Enterprise Management Planning Marketing Attribution Work Management 60

Martech Advisor

SEPTEMBER 30, 2019

It involves multi-year contracts with information services consultancies and tries to mitigate risk at all cost. On the flip side, data-driven marketing is the CMO’s new mantra. This team ensures Google speaks with one voice, whether to the CMO or the CTO, and taps the right resources on a case by case basis.

Advertising Agencies 50

Advertising Agencies Work Management Marketing Management Multi-Touch Attribution 50

Unbounce

JULY 12, 2023

And, as you know, I’m Pete Housley, CMO of Unbounce. They’ve just announced a new product. It’s called Product Studio, and for those of you that have suffered with your Google feeds on Google shopping ads, this is a product that allows you to configure through AI product imagery all the products for your product feed.

Paid Search Agency 98

Paid Search Agency Advertising Agencies Ad Agencies Lead Ranking 98

SendinBlue

JUNE 29, 2022

More conversions, increased productivity, and more sales leads are among the key benefits of marketing automation. You can’t know each customer by name or remember which products they prefer. For example, if someone visits your website every day and looks at specific products, a consultation offer can be triggered.

Marketing Automation Services 52

Marketing Automation Services Enterprise Management Work Management Marketing Management 52

ClickZ

FEBRUARY 18, 2020

It combines its customer data unification tools with built-in customer analytics, multi-touch attribution and cross-channel marketing automation, resulting in an end-to-end marketing hub that its customers use to transform the accuracy and personalization of their marketing campaigns. As you can imagine the CMO was very pleased.

Enterprise Management 103

Enterprise Management Marketing Automation Services Work Management Marketing Management 103

DemandBase

JULY 21, 2020

Instead, think of any product or solution making it easier for people to work from home. Not only do you have to deliver on all of the touches, but you have to think about how to over-deliver. 2) Achieve Personalization at Scale by Balancing Automation and 1:1 Touches. You have to thread the needle.

Sales Management 52

Sales Management Enterprise Management Work Management Top of Funnel 52

Engagio

JUNE 2, 2020

Instead, think of any product or solution making it easier for people to work from home. Rather than relying on quantitative analysis of historical customer data alone to identify the common attributes of your most valuable accounts, you now must layer in predictive data to enhance ICP development. You have to thread the needle.

Sales Management 62

Sales Management Enterprise Management Top of Funnel B2B Sales 62

SnapApp

DECEMBER 12, 2017

Ex-Google and Facebook CMO consultant Andy Betts says all CMOs need to quickly get comfortable with using AI, or risk falling behind: . The CMO’s best play at this point is to prepare what you can and commit to staying on top of the news around AI applications in marketing as it breaks. And it’s only expected to rise : . .

Marketing Automation Services 103

Marketing Automation Services Marketing AI Paid Content Marketing Automation 103

Full Circle Insights

JULY 27, 2021

SAN MATEO, Calif —July 26, 2021 —Today, the Business Intelligence Group named the Digital Source Tracker from Full Circle Insights Product of the Year in the 2021 Sales and Marketing Technology Awards program, also known as The Sammys. The company offers multi-touch attribution, comprehensive funnel metrics and lead management technology.

Full Circle Insights 98

Full Circle Insights Lead Ranking Sales Management Marketing Attribution 98

Full Circle Insights

FEBRUARY 8, 2021

With social distancing measures in place, millions of office workers tackling their workload from home, and consumers and business buyers researching products and making purchases online, companies had little choice. In the Gartner CMO Spend Survey , nearly 70% said they expected to increase martech investments over the next 12 months.

Lead Ranking 59

Lead Ranking Sales Management CMO Marketing Attribution 59

Hubspot

OCTOBER 2, 2019

In 2018, most companies spent about 30% of their marketing budget on technology -- with CMO's often driving more tech decisions than even CIOs. When your entire team operates out of a CRM, you get information that allows you to develop a customer experience from first touch, all the way through the delight phase.

CRM 76

CRM Work Management Marketing Management CMS Development 76