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Marketing Ops Needs More Support—How Can You Help?

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HubSpot and the MO Pros Community recently released a report covering the state of marketing operations professionals, bringing to light some key themes on current pain points and challenges.

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Six Reasons Marketers Can Stop Relying on Spreadsheets

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Useful but impractical, handy but unwieldy, and trusty but untrustworthy, spreadsheets can be a polarizing tool for marketing management. On the one hand, most marketing leaders have always used spreadsheets—it’s understandably what they’re accustomed to using, so why rock the boat?

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Product Marketing: Breaking Down the Keys to Success

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B2B companies are often struggling to meet their goals when it comes to the success of new product launches, according to recent SiriusDecisions research. In terms of reaching both performance and financial targets, 56% of B2B companies say that more than half of their new offerings aren’t up to par.

The Pros and Cons of Attribution Models: A 2021 Update

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Note: This post is a timely refresh of a blog we wrote in 2016, The Pros and Cons of Different Revenue Attribution Models. To truly understand marketing ROI, we must first understand marketing influence.

A Recruiter’s Guide To Hiring In 2021

With vaccination rates rising, consumers spending more money, and people returning to offices, the job market is going through a period of unprecedented adjustment. As the New York Times observed, “It’s a weird moment for the American economy.” And recruiting professionals are caught in the middle. To make the most of this disruption, you need to understand the economic drivers, develop a strong strategy for unearthing valuable talent, and use the latest tech tools to get the job done. Read this guide to get your recruiting practice ready to thrive in the new normal.

How Can You Plan for 2021 (When 2020 Isn’t Really a Blueprint You Can Follow)?

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If you’re a marketing leader who never wants to hear the word “pivot” again, we apologize in advance. Unfortunately, although marketing leaders’ ability to successfully pivot their plans has been especially crucial during the past nine months, not much is expected to be different going forward.

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Adopting an Agile Approach? Don't Forget a Few Key Things

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At the start of the year, we took a deep dive into the concept of agile marketing and what it takes to adopt the approach for your marketing team: proper planning and training and, crucially, a collaborative and centralized planning solution (among other things, of course).

Happy New Year? A Marketing Strategy for 2020.5

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If you’re ready to leave the trials and tribulations of 2020 marketing in the dust, you might be excited to learn about a new concept that’s been floating around: 2020.5.

Your Marketing Campaign Shouldn’t Take Ages to Launch: A Story of Denise and Christine

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To justify their marketing spend, marketing leaders are under constant pressure from their organization to deliver ROI.

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The Falling Tenure of the CMO: How to Help Turn the Numbers Around

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Over the past few years, research has been showing a decline in the average tenure of a U.S. chief marketing officer. In fact, at 3.5

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The Definitive B2B Sales Playbook: Proven Path to $ Multi-Million Revenues

Sales is at the forefront of revenue growth, and so organizations with highly streamlined sales operations consistently outperform competition. How do you create a path to success and fast-track your way to multi million dollar revenues? Read the eBook.

What Are You Forgetting in Your Marketing Plans?

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If your marketing plans contain, well, just marketing plans, you might want to consider casting a wider net. Unfortunately, you may be missing other key information that could impact sales and the overall performance of your organization.

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Resilience: The New 2020 Marketing Theme?

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The year 2020 has demonstrated why clear visibility into plans more than just once a year, half or even quarter is essential for marketing leaders. If you can’t see what’s happening in the first place, you’re not going to be able to adjust accordingly for sudden market changes.

The CRM “lead” conundrum: Why did they have to get it so wrong and cause so many problems?

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I am talking about the word “lead” with regard to marketing and CRM systems. We have gotten it completely wrong for decades, and it has caused a great deal of problems and unnecessary expense for many organizations.

Marketing, Are You and Finance Aligned? Five Evergreen Tips for Getting in Sync

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We’ve talked a lot recently about how creating the most effective marketing plan is a team sport involving departmental input across your organization, especially between marketing and sales - but collaboration between marketing and finance is certainly no exception.

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It’s Time to Stop Obsessing Over Leads

If leads are no longer the main goal for your marketing and sales teams, what should you focus on instead to measure success? And how can you optimize your program to create more qualified sales opportunities, faster? Download the eBook today to find out how!

Speaking of Alignment.

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It’s pretty common knowledge that in order for marketers to be successful, they need to collaborate with other departments across the organization. Creating the most in-depth and effective marketing plan is absolutely a team sport involving departmental input across the board.

Why Spreadsheets Still Aren't Great for Marketing Management

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It’s been nearly five years since we posted a blog denouncing the use of spreadsheets for complex marketing performance management.

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Tracking the Impact of Your COVID-19 Plans

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Figuring out your optimal marketing strategy during a global pandemic is unprecedented.

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Revisiting 2020 Marketing Strategies: What’s New?

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When you look back at 2020 marketing predictions published prior to the pandemic, you might notice advice that ended up being pretty spot-on, a little inaccurate or maybe even more relevant than you anticipated in terms of its representation of our actual state of affairs this year.

Reaching Unreachable Candidates

Speaker: Patrick Dempsey and Andrew Erpelding of ZoomInfo

What is ZoomInfo for Recruiters? Find and connect with the right talent to fill roles fast with more data, basic search, advanced search, candidate and company profiles, and export results. Watch this On-Demand Webinar today to see how ZoomInfo for Recruiters can work to get your talented candidates results.

How Can Retail Marketers Better Meet Their Goals? Start With the Right Martech

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With inadequate data management practices, many retailers are having trouble meeting their marketing objectives, finds new research.

What's a Good Martech Investment You Could Make Instead of a Super Bowl Ad?

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Happy Super Bowl Sunday! Whether you’re thrilled or crushed you won’t see the Patriots - say what? - in the big game this year, you’re bound to be entertained by at least a few exceedingly pricey commercials, which are estimated to sell for roughly $175,000 per second.

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Four Tips to Improve Your Data Democratization and Get the ROI Everyone Wants

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Is your company’s data analytics practice up to snuff, or are there things you could improve?

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Three Key Components of an Effective Marketing Calendar

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When it comes to choosing a new wall calendar for the new year, you’ve got some tough choices in front of you. Lighthouses of New England? Best The Office quotations? Rescued kittens in baskets, perhaps?

Going to Market Smarter in the New Economy

In 2021, as companies continue to move more functions online, employees will take a more virtual -- and flexible -- mindset and lifestyle in parallel to the digitization of businesses. To succeed, you must change the way you conceive and build new products as a digital business. Download the report today to discover more!

Why Two Budgets Are Better Than One

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Lewis authored the often quoted saying that “two heads are better than one.” Why? “[N]ot N]ot because either is infallible,” the British writer said, “but because they are unlikely to go wrong in the same direction.”

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The Foundation of a Successful Agile Marketing Team: Centralization

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In the fourth season of The Office , Michael Scott, laden with financial troubles, decided he needed to declare bankruptcy, leading him to announce to his colleagues, “I declare bankruptcy!” Spoiler: His verbally declaring bankruptcy didn’t automatically launch the legal process.

Successful Marketing Plans Depend on Visibility

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A marketing plan with visibility (from multiple points of view) is one that’s designed to meet often complex corporate goals tied to specific strategies for growth. And while this might sound fairly obvious, a lot of companies aren’t hitting the mark when it comes to visibility in their marketing plans. Marketing Planning visibility reverse waterfall

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Finance Needs Accountability: Get Everyone on the Same Page

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What’s your relationship with finance like? If the answer is that there’s room for improvement, then it’s time to start giving finance the accountability it needs - and here’s why. financial integration marketing data B2B Marketing Performance marketing strategy

The Forrester Wave™: B2B Marketing Data Providers, Q2 2021

In our 24-criterion evaluation of B2B marketing data providers, we identified the 11 most significant vendors — Data Axle, Dun & Bradstreet, Enlyft, Global Database, InsideView, Leadspace, Oracle, SMARTe, Spiceworks Ziff Davis, TechTarget, and ZoomInfo Technologies — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing professionals select the right one for their needs.

Filtering Marketing Data for Improved Insights

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Conventional wisdom holds that the more marketing data we have, the better. Data can show us so much, but it seldom comes in a that’s actionable or easy to understand. And the more data we track, the harder it can be to translate it into meaningful insights. Hive9 Data Visualization Marketing Insights

What to look for in your marketing planning solution.

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One of the best quotes about planning ahead comes from that iconic Founding Father, Benjamin Franklin: “By failing to prepare, you are preparing to fail.” This is particularly apt in the world digital marketing, where a lack of specific strategies to achieving clear goals will sink any business, big or small. For that reason, we’ve listed five features every marketer needs to look for when selecting an effective marketing-planning software solution.

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5 Steps to Allocating a Winning Marketing Budget

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Your marketing budget is the biggest indicator of where your strategy is going. Whatever you spend your budget on is ultimately where marketing will be heading. This is why effectively allocating your budget is vital for seeing growth within your department, and your organization that is aligned to your strategy. Now, the big question is, how do you go about doing this? Budgeting Marketing Budgeting marketing strategy alignment visibility

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3 Steps to Finding the Right Alignment Between Budget and Strategy in Your Marketing Plan

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Getting the balance between your marketing budget and strategy in your marketing plan is no easy feat. You’ve got a lot of things to consider and you’ve got a lot of things that can change at any moment. Marketing Planning Marketing Budgeting marketing strategy alignment

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4 AI Hacks to Make Sales Teams More Efficient

Over the last two years, there’s been a 76 percent increase in AI adoption across sales organizations. For sales teams, AI opens up a world of new possibilities, including automating outreach, identifying best-fit buyers, and keeping CRMs flush with fresh data. Read on to learn the four AI hacks sales teams need to improve their performance. Download the eBook today!

Break Down Silos at Your Enterprise with an Iterative Collaborative Planning Environment

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A strong marketing plan isn’t just about marketing. It needs to combine other planning processes from other departments that are involved with marketing in any shape, way, or form. And that’s a lot of departments, when leadership, sales, channel, product, and finance all play such an integral part in the role of marketing. Marketing Planning alignment collaboration