Customer Experience Matrix

SEPTEMBER 3, 2018

Duke Fuqua’s most recent CMO Survey found that use of online (first party) customer data has grown at 63% of companies in the past two years while just 31% expanded use of third party data. Third party data also includes intent information based on behaviors beyond the company’s own Web site.

DemandBase 199

DemandBase Lead Ranking Paid Search Agency Work Management 199

Rollworks

MARCH 27, 2019

Before you commit to a long-term ABM strategy, ask your ABM vendor these questions. Not all account-based marketing vendors are created equal and since most B2B deals can take months (if not years) to close, it’s important to figure out exactly what you’re getting with that expensive ABM contract.

Account Based Marketing 40

Account Based Marketing Vendors ABM Marketing Budget 40

Rollworks

MARCH 27, 2019

Before you commit to a long-term ABM strategy, ask your ABM vendor these questions. Not all account-based marketing vendors are created equal and since most B2B deals can take months (if not years) to close, it’s important to figure out exactly what you’re getting with that expensive ABM contract.

Account Based Marketing 40

Account Based Marketing Vendors ABM Marketing Budget 40

Martech

SEPTEMBER 14, 2023

What I have observed over the past two years is that, while cutbacks in marketing may reduce customer acquisition cost, they can also deliver a considerable hit to annual contract value — as much as a 45% fall-off. “We We live in a peer-bound world,” says Chandar Pattabhiram, CMO for business spend management platform Coupa.

Marketing Analytics Tools 132

Marketing Analytics Tools Marketing Budget Enterprise Management Work Management 132

Only B2B

FEBRUARY 11, 2024

Must Read: Virtual Prospecting with Intent Data Third-Party Intent Data: This involves purchasing data from external vendors who gather intent signals from various sources. While offering the widest reach and diverse targeting options – it can be expensive and requires careful vendor selection regarding data accuracy and compliance.

Intent Data 62

Intent Data Intent Work Management Marketing Management 62

Adobe Experience Cloud Blog

JANUARY 5, 2018

Technology, personalized content , account-based marketing (ABM) , and analytics are dominant investment themes, with AI showing up more now than ever before. It will be interesting to see if marketers are experimenting with AI, or actually putting it “in the game,” so to speak. The post 2018: Survey Says!

Customer Surveys 134

Customer Surveys Account Based Marketing Marketo Thought Leadership 134

InsightSquared

APRIL 12, 2018

However marketers are largely dissatisfied with the reporting their MAPs offer. This is what the findings were in a study done by Heinz Marketing and InsightSquared titled, Marketing Automation Platform (MAP) Satisfaction Survey 2018: Are Marketing Automation Vendors Still Meeting the Needs of Today’s Marketer?

Marketing Automation Services 159

Marketing Automation Services Enterprise Management Work Management Marketing Management 159

Valasys

JANUARY 13, 2020

Learn more on 6 Top Marketing Podcasts for B2B Marketers In 2020. 2) Understanding how your B2B marketing Strategies can help Modern Buyers: The modern B2B buyers are largely millennials. Learn more: How to Use Account-Based Marketing to Acquire High-Value Customers.

Account Based Marketing 59

Account Based Marketing B2B Marketing Marketing Management Marketing & Strategy 59

Martech

JANUARY 3, 2022

In most cases, marketing operations is part of the marketing department and marketing operations team members identify as marketers. More than ¾ of marketing operations department members have marketing titles, according to the report. What does marketing operations do?

Digital Asset Management 120

Digital Asset Management Enterprise Management Work Management Marketing Automation Services 120

SmartBug Media

SEPTEMBER 6, 2019

By the time the average B2B buyer connects with any particular vendor, they’re already more than 70 percent of the way through the Buyer’s Journey —and 67 percent of that journey is digital. Most marketers are already familiar with and have already used first-party intent data to boost their account-based marketing (ABM) strategies.

Intent Data 79

Intent Data Marketing AI Intent Bombora 79

PathFactory

JUNE 12, 2019

A couple of weeks ago I had the pleasure of hosting a series of B2B CMO breakfasts with PathFactory in New York City, Chicago, and Austin. Together with PathFactory’s VP of Marketing Elle Woulfe, we hosted 20-25 marketing leaders in each city for a conversation about what’s working and (more often) what’s not working in B2B marketing today.

Multi-Touch Attribution 45

Multi-Touch Attribution Work Management Account Based Marketing Marketing Management 45

Heinz Marketing

MARCH 11, 2019

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. The future of marketing’s leadership role is the central topic between Derek Slayton, CMO of Terminius , the ABM Platform company. Derek: Yeah.

Top of Funnel 60

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

Business Brainz

FEBRUARY 5, 2022

Sales team will have to research about their target accounts to understand their priorities. If the sales team are targeting the CFO or the CMO of an enterprise account , they will have to dig deeper to learn about their priorities both at a business as well as operational level. What was the outcome?

Planning 52

Planning Ad Building SWOT Case Study 52

Markempa

JUNE 4, 2019

There’s no double that Account Based Marketing (ABM) is hot amongst B2B marketers. I know there are a few definitions out there for Account Based Marketing, but we define it as a go-to-market strategy that coordinates personalized marketing and sales efforts to land and expand target accounts.

Account Based Marketing 91

Account Based Marketing Top of Funnel Sales Management Marketing Automation Services 91

Terminus

JANUARY 16, 2019

We’ve acquired a company, expanded to multiple offices, and launched the world’s first end-to-end ABM platform. I keenly remember watching a grainy video of Sangram explaining the flipped funnel on a whiteboard and doing my best to wrap my head around this new concept of account-based marketing. Derek Slayton, CMO.

Account Based Marketing 29

Account Based Marketing Brand Identity Branding Paid Search Agency 29

Markempa

MAY 7, 2020

There’s no double that Account Based Marketing (ABM) is hot amongst B2B marketers. I know there are a few definitions out there for Account Based Marketing. Let’s break that down: ABM is a GTM strategy: it’s a fundamental business strategy to drive revenue, not a simple campaign or tactic.

Account Based Marketing 52

Account Based Marketing Top of Funnel Sales Management Marketing Automation Services 52

Biznology

SEPTEMBER 7, 2016

For the President and CMO of a logistics company, Josh and his team were delivering 5 to 10 leads for sales calls per week. According to LinkedIn’s Report, “The Social Bridge to the IT Committee,” B2B buyers seek insights and conversations with vendors on social media. Please let me know what you decide.

Social Media 80

Social Media Linkedin Ideal Customer Profiles Media 80

Engagio

APRIL 29, 2018

Summary: What causes good marketers to execute bad ABM and fall victim to the hype cycle (plus, how to avoid disappointment.). I think we’ve hit peak hype with ABM. These days, you can’t trip over a B2B marketer without hearing them talk about Account Based Marketing (ABM).

Account Based Marketing 88

Account Based Marketing ABM Sales Qualified Leads Lead Ranking 88

LeanData

DECEMBER 1, 2015

The expectations on marketers are growing. “The most fundamental way to prove the impact of marketing is to show that it actually drives revenue.”. There’s a lot more pressure on the CMO to prove that he or she deserves as much importance as the sales director in the eyes of the CEO,” Chen said. Tweet this.

Marketing Budget 40

Marketing Budget InsideView Budget Programs Paid Search Agency 40

LeanData

DECEMBER 1, 2015

The expectations on marketers are growing. “The most fundamental way to prove the impact of marketing is to show that it actually drives revenue.”. There’s a lot more pressure on the CMO to prove that he or she deserves as much importance as the sales director in the eyes of the CEO,” Chen said. Tweet this.

Marketing Budget 40

Marketing Budget InsideView Budget Programs Paid Search Agency 40

LeanData

DECEMBER 1, 2015

The expectations on marketers are growing. “The most fundamental way to prove the impact of marketing is to show that it actually drives revenue.”. There’s a lot more pressure on the CMO to prove that he or she deserves as much importance as the sales director in the eyes of the CEO,” Chen said. Tweet this.

Marketing Budget 40

Marketing Budget InsideView Budget Programs Paid Search Agency 40

KoMarketing Associates

JANUARY 18, 2018

Determining appropriate performance metrics for specific business objectives – and enabling the collection of that data – is an investment in the longevity of your content marketing programs. The Monetate study also found that nearly 70 percent of markets with a documented plan claim to have exceeded revenue expectations.

Paid Content 236

Paid Content Statistics B2B Marketing Planning 236

Heinz Marketing

JUNE 18, 2018

We were thrilled this last time to be able to talk to Patrick Morrissey , CMO at Altify. More from Patrick: I am a growth-driven marketing, sales and business development executive in high technology focused on building high performing teams, building lasting relationships and delivering results. He’s the CMO of Altify.

Sales Management 41

Sales Management Top of Funnel Work Management Marketing Management 41

The ABM Agency

MARCH 28, 2023

By leveraging these technologies, marketers can streamline processes and optimize campaigns to reach their desired goals. Automation helps reduce the manual effort associated with executing ABM initiatives, while artificial intelligence (AI) provides insights into customer behavior that allow marketers to better target accounts.

Multi-Touch Attribution 52

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

InsightSquared

MARCH 29, 2018

Marketing automation vendors are being cornered by a monster of their own creation. That’s the conclusion of a new InsightSquared and Heinz Marketing report, titled “ Marketing Automation Platform (MAP) Satisfaction Survey 2018: Are Marketing Automation Vendors Still Meeting the Needs of Today’s Marketer?”.

Marketing Automation Services 184

Marketing Automation Services Marketing Management Vendors Marketing Automation 184

Heinz Marketing

MARCH 15, 2021

How to Customize Software to Your Business ” and our guests are Subbu Vempati , CEO at Cuspera and Judy Ash , GTM Adviser and CMO. The idea of selecting your MarTech stack and selecting the right sales and marketing tools is something most marketers are grappling with. Every marketer on the planet is experiencing this.

Marketing Automation Services 107

Marketing Automation Services Work Management Marketing Management Peer-to-peer 107

Leadspace

OCTOBER 2, 2017

This challenge may be partially a technological one — as illustrated by a recent industry survey of leading B2B marketers. Very often, companies with “too little” data will turn to third-party data vendors to fill their pipeline with net-new leads and/or accounts. Do they have the budget?

Ideal Customer Profiles 54

Ideal Customer Profiles Work Management Marketing Management Marketing Automation Services 54

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. All are building tools to help marketers do their jobs better and show real impact on business. The Marketer’s Toolbox.

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. All are building tools to help marketers do their jobs better and show real impact on business. The Marketer’s Toolbox.

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. All are building tools to help marketers do their jobs better and show real impact on business. The Marketer’s Toolbox.

Multi-Touch Attribution 40

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

Tony Zambito

OCTOBER 9, 2015

With the amount of hype, “content about” content marketing, growth of content marketing agencies/consultants, and the explosion of content marketing conferences, the instinctive thought process is this percentage should be increasing – not decreasing. As much as 80% say, “Vendors give me too much material to sort through”.

Effectiveness 100

Effectiveness Buyer Personas Content Marketing Forrester 100

KoMarketing Associates

APRIL 15, 2020

A solid understanding of how prospects see a vendor’s business and their marketing (which can be very different than what the vendor sees) can make marketing budgets vastly more effective. It can help marketers know what to focus on in a time of uncertainty and upheaval. The 2020 CMO Survey reported that 14.5%

Buyer's Journey 157

Buyer's Journey Peer-to-peer Enterprise Management Work Management 157

Heinz Marketing

MAY 13, 2019

We were thrilled this last time to talk to Karen Steele , CMO at LeanData Inc. Companies have to have to execute and automate a whole variety of go-to-market motion, be it outbound with SDRs, inbound, direct, ABM, in the world of SiriusDecisions, Demand Unit Waterfall. And he has data that came out of a recent survey.

Top of Funnel 49

Top of Funnel B2B Thought Leadership B2B Sales Digital Marketing Funnels 49

SnapApp

DECEMBER 14, 2016

While account based marketing, interactive content , personalization, native advertising, and automation are just some of the hot trends that look set to continue into the new year, there are some new kids on the block. Here is a quick snapshot of the most common trends mentioned: Video marketing (live streaming).

Paid Content 62

Paid Content B2B Marketing Trends Sales Management 62

Metadata

MARCH 18, 2021

If you’re looking for one, what are the vendors that you’ve considered?” When your marketing team recommended, we buy Metadata. They put you in the same category of account-based marketing. That was something the worst marketers wanted. If so, what is it? Now, that’s just a bandwagon.

Marketing Automation Services 52

Marketing Automation Services Budget Programs B2B Work Management 52

chiefmartech

FEBRUARY 14, 2019

The upcoming MarTech conference in the Bay Area, April 3-5, will deliver on the promise of an in-depth, vendor-agnostic, BS-free program that will help you better lead marketing technology and operations at your own company. Marketing Track: Real-World, Vendor-Independent Case Studies.

Enterprise Management 41

Enterprise Management Work Management Marketing Management Marketing AI 41