LEADership

JANUARY 13, 2015

CMO Spotlight: Jon Iwata, SVP, Marketing & Communications, IBM. In response to the great feedback on our CMO Spotlight Series in 2014, I’m happy to continue with it this year. It is up to the vendors to dig deep, identify the gaps and needs, and design custom solutions that solve real, cost-draining problems for their customers.

CMO 40

CMO B2B Marketing Demand Generation Agencies Planning 40

ANNUITAS

AUGUST 20, 2015

In fact, it looks like even with consolidation by larger vendors, the different technologies will continue to increase in number and the rest may just fall under bigger umbrellas in the future. The CMO then started pointing out more and more technologies that they used.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Marketing Automation Services 100

Webbiquity

FEBRUARY 16, 2016

The CMO Survey ). The CMO Survey ). The CMO Survey ). The CMO Survey ). 68% of B2B marketers ranked “generating high-quality leads” as their top priority in 2015. The CMO Survey ). B2B product marketing budgets are expected to increase on average 3.1% billion in 2014. MediaPost ). MediaPost ).

Stats 110

Stats Social Media Marketing Automation Services B2B Marketing 110

Kaon

JANUARY 8, 2016

Neither of them spoke for at least 30 seconds, and then the CMO asked: “Is that why sales declined this last year?” And we know that the customer is actively progressing through the vast majority of the purchasing cycle (or customer journey) without the vendors. Just stop doing that. ” Silence all around.

Differentiation 100

Differentiation Trade Show Interactive Marketing CMO 100

ANNUITAS

FEBRUARY 24, 2015

Regalix Research recently published their State of B2B Marketing 2015 report. Today’s sophisticated buyers have more options than ever before, more ways to access information and want to have relevant conversations with vendors. Increase Leads Generated: 65%. Increase in Sales: 63%.

Correlation 100

Correlation Demand Generation Marketing & Strategy B2B Sales 100

chiefmartech

JUNE 12, 2017

Resistance to vendor lock-in is now a top 3 criteria. 183 in Meeker’s report); Lock-in — the ability to change vendors — was the least of buyers concerns back in 2012. From 2012 to 2015, the #1 concern with the cloud has been data security. By 2015, compliance and governance had become the #2 concern.

Enterprise Management 88

Enterprise Management Marketing Management Service Budget Programs 88

Heinz Marketing

OCTOBER 12, 2020

How Prospecting has Changed in 2020” and our guest is Eric Quanstrom , CMO at CIENCE Technologies. I think that number one, outbound works because it’s taking a very specific targeted approach to having a vendor solution provider services based company that wants to land a specific logo or specific logos going forward.

Top of Funnel 131

Top of Funnel Work Management Marketing Management Cold Calling 131

Hubspot

MARCH 27, 2014

According to an article published by The Wallstreet Journal , the average tenure of a CMO is now 45 months, nearly double the average tenure in 2006, when it was just 23.2 Sorofman describes these individuals as "digital CMOs," the folks who are leading corporate entities from their analog pasts to data-driven, cross-platform futures.

CMO 28

CMO Enterprise Management Work Management Marketing Management 28

Biznology

APRIL 2, 2015

In preparing my new book on the subject—to be published in June of 2015—I had a chance to speak to a variety of brilliant thinkers about where things are headed. Derek Slayton, CMO of NetProspex, points out that new technologies can only take B2B marketers so far. Here are some of their predictions. Sales and marketing symbiosis.

B2B Marketing 80

B2B Marketing B to B Marketing Management Paid Search Agency 80

Aberdeen

JUNE 20, 2018

The positioning map below reflects our analysis (June, 2018) of the messaging found on websites of BI vendors. As you can plainly see, the bulk of vendors are clumped around the “Insights” axis. To illustrate, in 2014 seven vendors claimed “better decisions” as their position. In 2015, six claimed “insights.”

Positioning 40

Positioning Enterprise Management Marketing Management Forrester 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. It would repeat in 2015, 2016 and 2017. Side note: Microsoft and Salesforce joined the space in 2015.

Enterprise Management 48

Enterprise Management Work Management Marketing Management Forrester 48

chiefmartech

APRIL 11, 2016

The following is a guest post by Bertrand Hazard of TrustRadius , who attended MarTech last month and interviewed a number of vendors exhibiting there about their perspective on “hot” categories within the marketing tech landscape. Account-based marketing (ABM) was one of the biggest topics at the MarTech conference.

Account Based Marketing 40

Account Based Marketing Ideal Customer Profiles Buzz Enterprise Management 40

Onalytica B2B

JANUARY 18, 2017

In 2016 the number of MarTech vendors grew to 3,874 up from 2,000 in 2015 according to chiefmartech.com , and the number of MarTech deals rose from 256 ($5.7bn) in 2015 to 291 ( $8.96bn ) in 2016 according to financial advisory firm Results International. There are just too many MarTech vendors! Growth Hacking CMO.

Enterprise Management 50

Enterprise Management Work Management Marketing Management Branding 50

VisumCX

MAY 23, 2017

However, CMOs now have the challenge of managing the pace of technology acquisition and deriving value from these investments. Technology Is Not A Strategy I was speaking recently to a CMO who told me, “I have no desire to adopt another technology as my team has a tendency to look at the latest technology as the cure to all of our problems.”He

Work Management 40

Work Management Marketing Management Marketing Automation Services Lead Ranking 40

PathFactory

FEBRUARY 28, 2019

in 2015) to 6.8 (in Vendor content is essential throughout the buying process. of marketing leaders rely on vendor content to make decisions. This represents a huge missed opportunity for vendors. For larger companies, this number can soar past 50. The trend is showing buying committees increasing in general.

Research 40

Research Psychographics Eye-Tracking Paid Search Agency 40

ViewPoint

MARCH 6, 2012

With 70% of tech purchases at the RFP stage by the time the vendor knows about the opportunity, content has become critical to shepherding prospects down the path to purchase. Joe Pulizzi, co-author of Get Content. Get Customers. David Meerman Scott, author of The New Rules of Marketing & PR. Champion Content Marketing.

Buyer Personas 120

Buyer Personas Forrester Lead Ranking Peer-to-peer 120

Adobe Experience Cloud Blog

AUGUST 18, 2016

On average, smartphone owners spend two hours a day accessing apps and websites on their phone and pick up or glance at their phones 150-200 times a day, according to Forrester Research’s 2015 report, “Vendor Landscape: Mobile Engagement Automation Solution.”

Marketing Automation Services 48

Marketing Automation Services Paid Search Agency Lead Ranking Mobile Advertising 48

Heinz Marketing

MARCH 11, 2019

Late in 2015 we started Sales Pipeline Radio , live every Thursday at 11:30 a.m. We were thrilled this last time to talk to Derek Slayton , CMO at Terminus in an episode called, The State of ABM in 2019: Stay Ahead & Drive Revenue Impact. So I had to get my CMO muscles tuned back up. Matt: My gosh. Derek: Yeah.

Top of Funnel 60

Top of Funnel Account Based Marketing Paid Search Agency Demand Generation Agencies 60

Heinz Marketing

AUGUST 20, 2018

Late in 2015 we started a show called Sales Pipeline Radio which runs live every Thursday at 11:30 a.m. We were thrilled this last time to be able to talk to Guy Weismantel , CMO at Pushpay. We have a proud member of the Fighting Irish Nation from the University of Notre Dame, Guy Weismantel , who is currently the CMO at Pushpay.

Top of Funnel 41

Top of Funnel Enterprise Management Work Management Paid Search Agency 41

Terminus

JANUARY 16, 2019

While still working a different (full-time) job, I started doing some freelance work for Terminus in 2015. Along with these changes, and somewhat serendipitously, we had recently brought on a new CMO. Derek Slayton, CMO. Derek Slayton, CMO. How We Got Here: From Flipping Funnels to Revolutionizing B2B.

Account Based Marketing 29

Account Based Marketing Branding Brand Identity Paid Search Agency 29

chiefmartech

SEPTEMBER 15, 2015

As of August 2015, I have been part of an equally fascinating organization called Healthgrades as their senior vice president, head of digital. Are there analogies to the CMO/CIO divide that we initially faced in marketing technology? What could marketing technology vendors do to better help you? CONVERGENCE.

Enterprise Management 40

Enterprise Management Marketing Management Lead Ranking CMO 40

Aberdeen

JULY 31, 2017

Here’s a real-world example of the competitive landscape in the Business Intelligence (BI) market: *Note: Vendors with “no position” either failed to state a benefit or they expressed a variety benefits across their websites. In 2014, seven BI vendors had positioning around “better decisions.”

Positioning 40

Positioning Enterprise Management Work Management Marketing Management 40

Terminus

JANUARY 3, 2018

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). That needed to change, so we began looking for an effective way to better understand account journeys and measure channel and campaign performance.

Acquisitions 0

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

ClickZ

APRIL 15, 2020

In 2005, he co-founded Marketo with Phil Fernandez and subsequently co-founded Engagio in 2015. Engagio is an account-based engagement platform co-founded in 2015 by Jon Miller, the co-founder of marketing automation company Marketo. Q) What are your expectations for a CMO? I don’t think such a CMO exists.

Account Based Marketing 127

Account Based Marketing Marketing Automation Services Enterprise Management Work Management 127

Webbiquity

FEBRUARY 10, 2015

58% of buyers say they spend more time researching than in the past; 53% rely more on peer recommendations; and 65% said the winning vendor’s content had a significant impact. 68% of business buyers start their content sourcing at search engines and portals, 40% go to vendor websites (why, if only 9% trust them? MediaPost ).

Paid Content 50

Paid Content Statistics Social Media Paid Search Agency 50

ClickZ

FEBRUARY 18, 2020

30-second summary: Technology vendors use the hype around CDPs as a way to get onto RFPs and tenders, which can often lead to inertia in the marketer’s decision-making process, where they get to a shortlist of two or three technologies that all fix very different issues. And with the CDP hype, comes large investments in CDP technologies.

Enterprise Management 103

Enterprise Management Marketing Automation Services Work Management Marketing Management 103

Heinz Marketing

JANUARY 21, 2019

Late in 2015 we started producing a weekly radio program called Sales Pipeline Radio , which is live every Thursday at 11:30 a.m. Can you explain what you mean by that and talk about, for anyone listening to this podcast, whether they’re a CMO or whether they’re an intern at an organization, what do they do about that?

Top of Funnel 69

Top of Funnel Work Management Marketing Management Gartner 69

LeanData

DECEMBER 1, 2015

Brinker’s compilation of 1,876 vendors across 43 categories in his 2015 Marketing Technology Landscape Supergraphic is an eye-catching representation of the expanding universe of MarTech companies. Marketing Technology Landscape Supergraphic (2015). The CMO Survey authors found even more skepticism. percent to 11.1

Multi-Touch Attribution 56

Multi-Touch Attribution B2B Thought Leadership Budget Programs Sales Cycle 56

Heinz Marketing

FEBRUARY 5, 2018

Late in 2015 we started producing a bi-weekly radio program called Sales Pipeline Radio , which runs live every other Thursday at 11:30 a.m. Our guest this time was Ryan Bonnici , CMO at G2 Crowd. He is the new CMO at G2 Crowd. By Matt Heinz, President of Heinz Marketing. Today is no different.

Sales Management 48

Sales Management Top of Funnel Enterprise Management Work Management 48

Content Standard

AUGUST 27, 2018

Gartner’s CMO research shows that in 2017, marketing budgets actually fell by 6 percent—back to 2015 levels—implying decreasing business profitability. At Zendesk, the roles of CIO and CMO are currently undergoing massive changes and evolving to become close-knit in order to make decisions quicker.”

Distribution 52

Distribution Organization Marketing Attribution Advertising Agencies 52

LeanData

DECEMBER 1, 2015

Brinker’s compilation of 1,876 vendors across 43 categories in his 2015 Marketing Technology Landscape Supergraphic is an eye-catching representation of the expanding universe of MarTech companies. Marketing Technology Landscape Supergraphic (2015). The CMO Survey authors found even more skepticism. percent to 11.1

Multi-Touch Attribution 40

Multi-Touch Attribution B2B Thought Leadership Budget Programs Sales Cycle 40

LeanData

DECEMBER 1, 2015

Brinker’s compilation of 1,876 vendors across 43 categories in his 2015 Marketing Technology Landscape Supergraphic is an eye-catching representation of the expanding universe of MarTech companies. Marketing Technology Landscape Supergraphic (2015). The CMO Survey authors found even more skepticism. percent to 11.1

Multi-Touch Attribution 40

Multi-Touch Attribution B2B Thought Leadership Budget Programs Sales Cycle 40

LeanData

DECEMBER 1, 2015

Brinker’s compilation of 1,876 vendors across 43 categories in his 2015 Marketing Technology Landscape Supergraphic is an eye-catching representation of the expanding universe of MarTech companies. Marketing Technology Landscape Supergraphic (2015). The CMO Survey authors found even more skepticism. percent to 11.1

Multi-Touch Attribution 40

Multi-Touch Attribution B2B Thought Leadership Budget Programs Sales Cycle 40

Heinz Marketing

OCTOBER 29, 2018

Late in 2015 we started producing a weekly radio program called Sales Pipeline Radio , which is live every Thursday at 11:30 a.m. They are our newest sponsor at Sales Pipeline radio and literally this week, I spent — Tuesday we did our CMO breakfast in Salt Lake City. By Matt Heinz, President of Heinz Marketing.

Top of Funnel 62

Top of Funnel Work Management Enterprise Management Conference 62

Hubspot

JULY 24, 2015

When I mentioned to a tech company CMO that I had been trying to fill certain positions, he admitted that the sole reason he and his directors were attending INBOUND was to keep an eye out for talent. And I wasn’t the only one looking for marketing genius in between conference sessions. 4) Networking. like I will this year.

Conference 28

Conference Work Management Peer-to-peer Marketing Management 28

Terminus

MAY 23, 2017

We’ve worked with VersionOne on their account-based marketing program since 2015, and it’s been incredible to see their strategy and tech stack evolve into what it is today. The hot item this year was socks from B2B marketing technology vendors. Sock it to me! Rich Schwerin (@Greencognito) May 19, 2017. Reading Material.

Account Based Marketing 20

Account Based Marketing ABM Case Studies Case Study 20

Full Circle Insights

NOVEMBER 25, 2020

Since 2011, marketing technology has evolved from a small group of vendors to a global $121.5 billion dollar industry and a necessity for CMOs and marketing executives, according to Bonnie Crater, CEO of Full Circle Insights. . Building a Solid Case for Attribution to the CMO. Ultimate CMO Board Package Reference Guide.

Lead Ranking 52

Lead Ranking Sales Management Marketing Attribution Enterprise Management 52