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3 marketing motions successful B2B software companies do differently than peers

Sword and the Script | B2B

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.” It’s rarely perfect and correlation is typically stronger than causation. >>> Need an extra pair of hands?

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How to Add to Your Tech Stack: Tips from a RevOps Director

LeanData

With SaaS sold on annual subscriptions, RevOps and Sales Ops pros find themselves in a constant cycle of evaluating, buying and then reevaluating tech tools at renewal time. . Month One: Identify Stakeholders & Gather Business Requirements. Take note how vendors treat their customers. So where should you start?

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How To Evaluate an Online Video Platform

Vidyard

You understand the importance of video, but it can be tough to decide what solution is right for you and ALL your company’s needs. You understand the importance of video, but it can be tough to decide what solution is right for you and ALL your company’s needs. Contents 1. Use Cases of an Online Video Platform 1.1 Video Marketing 1.2

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ZenIQ Account Based Marketing System Maps Buying Centers, Finds Data and Exection Gaps, and Recommends Actions to Fill Them

Customer Experience Matrix

But most vendors serving the ABM space have taken a much narrower approach, either in providing data about accounts, managing campaigns against externally-built account lists, or providing account-level metrics such as coverage, engagement, and funnel velocity. It also places a tag on the company Web page to capture visitor behavior directly.

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Forrester B2B Summit 2023: The Year of the Content AI Clarion Call

PathFactory

We need the first-party data from content engagement — correlated with analysis of the aboutness of that content itself – to train AI, drive personalization and automation and give us the analytics we need to have truly intelligent and actionable CX data models. Generative AI is only one piece of the content AI puzzle.

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83% of marketers rip-and-replace a martech app each year — here’s why

chiefmartech

This well-known yet not well-quantified phenomenon was the motivation for Chris Elwell and Jennifer Cannon of MarTech Today to launch a research study, Martech Replacement Survey 2020: What Motivates Marketers to Change Applications & Vendors. I picture every martech vendor sitting on the edge of their chair for this one.

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Key Findings from the 2021 ANNUITAS Enterprise Marketing Automation Platform Analysis

ANNUITAS

Given the critical importance of MAP within an enterprise environment – and looking through the lens of strategic deployment of MAP – ANNUITAS|research conducted an extensive analysis of four of the leading, Salesforce-integrated MAP software vendors in late 2020. This analysis focused on the Salesforce ecosystem, given its critical mass.