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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.

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).

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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. With the end of the first half of 2020 now at our doorstep, why not commemorate the milestone by rethinking your strategy for the second half? Unless, of course, your year has been a breeze, marketing-wise – in that case, carry on as usual.).

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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The Complete Guide to SaaS Revenue Modeling

In today’s climate, it’s more important than ever for SaaS companies to build rock-solid financial models on which they can operate and make key business decisions. The teams at SaaSOptics and Burkland have teamed up to create a comprehensive guide to the most difficult aspect of financial modeling: revenue forecasting.

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.

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 Planning Buyer's journey Marketers Marketing Technology Marketing Insights marketing measurement marketing data B2B marketing strategy

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. Financial Planning Marketing Budgeting marketing data B2B marketing strategy alignment collaboration visibility marketing

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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. There’s a lot of helpful advice out there, but because we’ve simply never experienced a crisis like this in the age of digital marketing, it’s safe to say nobody knows exactly what the secret recipe is for marketing your brand, reallocating your spend and, in the end, maintaining strong ROI. Marketing Planning Marketing Budgeting Marketing performance management Marketing Performance marketing

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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. Marketing Planning Hive9 Martech Best Practices sales enablement Marketing Performance marketing strategy alignment collaboration marketing

How to Drive Revenue Through Retention Marketing & Sales Enablement

Speaker: Ruth Stevens, President of eMarketing Strategy

In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.

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. Although these martech leaders put acquiring new customers and improving customer experience at the top of their list of goals, they’re not actually able to spend enough time working directly to reach them. To combat this problem, first and foremost, they need to get more from their martech stack.

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? During Adobe’s recent virtual Summit, two analytics experts teamed up to offer tips and tricks on bringing a “data-driven, decision-making culture” to your organization, starting with democratizing your data. Marketing Analytics Marketing Automation Marketing Personalization Data Visualization marketing data Marketing Performance marketing strategy marketing

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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. Yup, according to CNBC’s estimates , it’ll cost a company a total of $5.25 million for 30 seconds of advertising this year, which is up from $37,500-$42,500 per spot back in 1967, the year of the first Super Bowl.

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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? Aesthetics or entertainment might be the only thing determining your yearly wall calendar choice, but when it comes to selecting an appropriate calendar for your marketing planning, you should keep a few vital functions in mind.

The Best Sales Forecasting Models for Weathering Your Goals

Every sales forecasting model has a different strength and predictability method. It’s recommended to test out which one is best for your team. This way, you’ll be able to further enhance – and optimize – your newly-developed pipeline. Your future sales forecast? Sunny skies (and success) are just ahead!

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.” Of course, Lewis wasn’t referring to marketing strategy, but the quotation proves an apt concept in this space, particularly when it comes to effective budgeting. Marketing Planning Marketing Analytics Budgeting Revenue Attribution Marketing Budgeting marketing data agile marketing

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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. In the marketing world, the same can be said for deciding to adopt an entirely new approach for your team.

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 Revenue Leader's Guide to Prospecting

Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners

Sales & Marketing departments that work together guarantee higher acquisition, better nurturing, and more effective sales. Join Christopher Ryan for this insightful webinar, presenting the wide funnel lead nurturing model. Don't miss out on this opportunity to get your teams working together and your revenue performance optimized.

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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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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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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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

SaaSOptics SaaS Metrics Template

Download this template that includes calculations, formulas, definitions and a customizable dashboard. The template includes subscription momentum metrics (ARR, customer count, avg. ARR), churn and retention metrics, and customer lifetime value metrics.

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

Shine a light on your marketing planning efforts to deliver better performance

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Planning can be a dirty word in any aspect of business, especially Marketing. Planning is difficult. It takes time and resources to be done right. It takes skills, tools, and a solid process to execute. And it takes data, data that must be cleaned and aggregated into consumable insights for it to be usable for the planners. Marketing Planning Financial Planning Budgeting Revenue Attribution Marketing Budgeting Hive9 Effective Planning Marketing Insights ABM marketing data Marketing Performance

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Improve Your Content Strategy with Data

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Content marketing has been one of the biggest marketing success stories of the past few years, with. 89% of companies focusing on this approach citing positive results. But like any marketing tactic, you can put resources into content marketing only to watch it fail. Hive9

Behind the Scenes of Marketing Personalization

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Every day we’re marketed to in a fashion that has nothing to do with us. We’ve grown so used to this phenomenon, in fact, that most of us hardly see poorly matched advertisements or emails anymore. The marketers behind those messages are likely wasting both their time and money. Hive9 Marketing Personalization

B2B Pocket Playbook: End-to-End Guide to Sales Enablement

Sales enablement is the strategic process of providing sales teams with the content, guidance, and mentorship needed to engage targeted buyers. It’s all about equipping sales professionals with the tools they need to put their best-selling foot forward. And if sales teams want to continuously sell better -- and faster -- their sales enablement process must have a game-winning strategy. It's time for you to start selling smarter - and hitting your sales number - with the best B2B database in the market. Get started today.

You Need Marketing Insights Now. Why Wait?

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Marketing data has come a long way. The insights we can now glean from marketing analytics give us the power to make huge strides in how well we do our jobs. Of course, the path from marketing data to clear, actionable dashboards and reports depends on some pretty powerful tools. Marketing Analytics Hive9 Business Intelligence

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Make Marketing Personalization a Reality

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Getting the right message in front of a prospect at the moment it will make the most impact is the goal of every marketer. We now have the technology to get closer to that than we ever have before, but few marketing organizations have gone beyond high-level segmentation. Buyer's journey Hive9 Marketing Personalization

Identify and Leverage Your Most Valuable Customers

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You don’t need us to tell you how valuable customer advocates are. They’re one of your solution’s most powerful resources and offer living proof of your value. They’re also capable of driving high quality, net new leads. Hive9 Customer Marketing

Using Data to Bring Different Departments Together

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Enterprise organizations have had a big problem for years: their many departments exist in silos. Oftentimes, there are silos within individual departments themselves. When you’re dealing with a large number of people required to run an enterprise company, keeping everyone connected and communicating can be difficult. Data silos Hive9

How You Can Triple Your Results With a More Personalized, Empathetic Approach

Speaker: Brian Carroll, CEO and Founder of markempa

Marketing and sales feel pretty tricky right now. What worked before now feels out of touch, but have you made plans for how you'll continue to move forward? You've likely tried everything: expert recommendations, best practices, the latest tools, and automation. But your results are falling short. Here's the thing: All the automation tools, best practices, data analytics won't help get better results now until you master empathizing with your customers. In this webinar, you'll learn how to go beyond rational-logic based sales/marketing and adjust your sales enablement strategy to better understand how buyers feel so that you can connect and help them on their journey.

Time For An Update – Are Your Personas Long Overdue?

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Personas have long been a go-to tool for helping marketers understand their audience better. In the era of data-driven marketing , they’ve taken on a new level of importance. Hive9 Marketing Personalization Personas