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 I wanted to share some direct experiences in supporting marketing and GTM’s leader’s battles against these headwinds.

Marketing Analytics Tools 115

Marketing Analytics Tools Marketing Budget Enterprise Management Work Management 115

Thinkers360

MARCH 22, 2024

Navigating AI in Contact Centers with NICE’s Carmit DiAndrea , Lopez Research Analyst Perspective: AI and Growth Drive HPE’s Strategic Acquisition of Juniper, But It’s Too Early to Declare Victory. Other days, I am delivering custom presentations online or in-person at industry events and buyer strategy sessions.

B2B Thought Leadership 52

B2B Thought Leadership Marketing AI Thought Leadership Research 52

Martech

JULY 20, 2022

That’s why tools that help marketers analyze the customer journey and act on the insights gained — customer journey orchestration (CJO) software — are finding a spot in businesses’ technology stacks. It’s a fairly new niche, and vendors are coming at it from different angles. Basic CJO categories. Processing.Please wait.

Work Management 86

Work Management Enterprise Management Marketing Management Touchpoints 86

Engagio

APRIL 12, 2024

This, in turn, leads to steady (and predictable) revenue and lower acquisition costs over time. Companies can allocate their resources towards improving products or services and enhancing customer experiences rather than constantly investing in acquisition strategies. Happy and satisfied customers lead to loyalty and retention.

Marketing Management 62

Marketing Management Allocation Lead Ranking DemandBase 62

Zoominfo

JUNE 14, 2022

Others spent months setting up new tools and managing new vendors, rather than creating data-driven motions that unlock market-making plays. Realizing Sales Potential This specialization can make hiring GTM Ops roles challenging — especially in today’s intensely competitive talent acquisition landscape. The result?

Marketing Analytics Tools 130

Marketing Analytics Tools Work Management Marketing Management Ideal Customer Profiles 130

Martech

DECEMBER 7, 2021

Depending on your situation, you may need to submit a business request that outlines your: – Objective(s) – Problem statement / Reason(s) for acquiring new technology – Cost(s) – Benefit(s) and/or saving(s) You may also be expected to provide a full cost-benefit analysis for your next acquisition. See below.).

Work Management 90

Work Management Marketing Management Organization Budget Programs 90

Martech

OCTOBER 14, 2021

A viewpoint that starts with acquisition but spans the ownership and advocacy aspects of the customer journey. The majority of vendors offer one or more of the following capabilities to give marketers an understanding of the customer journey: Data gathering from a wide variety of channels and touchpoints. Data gathering.

Marketing Automation Services 106

Marketing Automation Services Enterprise Management Work Management Marketing Management 106

ANNUITAS

NOVEMBER 15, 2021

We used to have 12 people acting as large account managers, with the rest focused on inside sales. In fact, only 30% of B2B buyers prefer in-person interactions when evaluating new vendors (that number drops to 16% for renewals). With proof of concepts, you can build trust to speed up customer acquisition. ANNUITAS interviewee.

Work Management 246

Work Management Marketing Management Ad Building Sales Qualified Leads 246

Biznology

MAY 29, 2017

Perhaps what some didn’t realize was that 70-90% of a buyer’s journey occurs prior making contact with a vendor. Sure, the customer may learn about a product from a 3 rd party destination like a review site, vendor site, social platform or subject blog, but does that foster a relationship or squander an opportunity to build a lasting one?

Top of Funnel 99

Top of Funnel Marketing Automation Services Marketing Management Content Marketing 99

Martech

MARCH 4, 2022

Cost-per-acquisition (CPA) is how brands measure the efficiency with which they acquire new customers. Similar companies in the same vertical probably have similar CPAs to act as benchmarks, O’Connor continued. The smaller outfit lacks the brand equity, data and customer acquisition. There is no sale without a customer.

Cost per Acquisition 106

Cost per Acquisition Top of Funnel Cost CPA 106

Martech

OCTOBER 27, 2021

Vendor roadmaps help marketers too and those who cover the space to see what innovations are on the horizon. As our editorial director Kim Davis observes, a little further down, Twilio’s acquisition of customer data infrastructure solution Segment last year, got the ball rolling for its customer engagement platform Twilio Engage.

Marketing Automation Services 91

Marketing Automation Services API Digital Transformation Acquisitions 91

Biznology

DECEMBER 2, 2019

Business buyers are already using their Siri, Alexa, Hey Google and Cortana devices to identify potential vendors. Companies are realizing that they can harness their employees for customer acquisition, customer development, and HR recruitment. Forecasting the future is a dangerous but irresistible practice for observers like myself.

Enterprise Management 143

Enterprise Management Work Management Marketing Management B2B Marketing 143

Martech

JUNE 3, 2022

This provides additional opportunities for sales outreach — even if no one’s clicking on that ad, they might be showing other intent signals that sales can act on, such as visiting the site or interacting through some third-party intent. Sales engagement and outreach. Source: Auseh Britt. Processing.Please wait. What it is.

Account Based Marketing 108

Account Based Marketing Ideal Customer Profiles ABM Top of Funnel 108

Customer Experience Matrix

DECEMBER 1, 2017

In no particular order, things I didn’t quite expect this year include: - pushback against the walled garden vendors (Facebook, Google, Amazon, Apple, etc.) Speaking of shopping: retailers with physical stores continue to panic about the growth of Amazon and other ecommerce vendors. With voice, they have no screen at all.

Marketing AI 149

Marketing AI Cable Paid Search Agency Amazon 149

Customer Experience Matrix

JULY 30, 2013

Raab Associates officially released the new edition of our B2B Marketing Automation Vendor Selection Tool (VEST) yesterday. This is our flagship report on the industry, with nearly 200 data points on 23 vendors and separate ratings for micro-business, small to mid-size companies, and enterprise marketing departments. Thanks, guys.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Management Acquisitions 120

Strategic-IC

MAY 30, 2023

to really separate yourself from the rest of the pack and be not only a vendor but being a partner for their team as well.” – Jess Larkin, Senior Strategic Marketing Manager for Financial Services at Confluent 3. This role also extends beyond new logo acquisition. But diving straight in isn’t the answer.

Account Based Marketing 62

Account Based Marketing ABM Work Management Marketing Management 62

Martech

OCTOBER 18, 2021

He was responding to my growing sense that how vendors or customers refer to solutions is getting more and more blurred. A bill for a federal Safe Data Act was filed in the U.S. Coveo, the relevance cloud, has announced the acquisition of London-based Qubit, the commerce-focused personalization engine. Senate in July.

Marketing Automation Services 92

Marketing Automation Services Top of Funnel Paid Search Agency Privacy 92

Martech

MARCH 10, 2022

More and more, the buyer journey is conducted digitally: Two-thirds of B2B buyers say they are now “self-serving” more information before contacting vendors. 62% say they can now develop selection criteria or finalize a vendor list — based solely on digital content. Here’s a guide on how to do that. Processing.Please wait.

Account Based Marketing 102

Account Based Marketing Ideal Customer Profiles Enterprise Management Work Management 102

Sage Marketing

APRIL 9, 2024

Their expertise in navigating the SaaS market’s challenges, from customer acquisition to retention strategies, is invaluable. The ideal CMO-as-a-service acts as an extension of your team, is deeply invested in your success, and is flexible enough to navigate the ups and downs of startup growth.

CMO 52

CMO Work Management Marketing Management Startups 52

Martech

DECEMBER 22, 2022

We hear that phrase in countless vendor presentations, conferences and advertisements. Every acquisition Google makes adds to personal information gathered to serve their markets. “Data is an asset.” And for some companies, data is, indeed, an asset. For example, high-tech companies like Google are built on the value of their data.

Lead Scoring 112

Lead Scoring Lead Ranking Tips Work Management 112

Martech

OCTOBER 19, 2021

They are addicted to the acquisition side of the ecosystem. Vendors and customers were no longer face-to-face. Contentsquare did a study that found that 73 percent of all brands could not provide a consistent customer experience across all channels, while another 71 percent said they could not act on information in real time.

Marketing & Strategy 131

Marketing & Strategy Work Management Marketing Management Lead Ranking 131

Hubspot

SEPTEMBER 18, 2023

But if you find out they're in the market for a new vendor, you can reach out to your prospect before they begin researching, which ensures your message will be received with much more interest. And uncharted territory calls for different types of support -- and potentially new vendors.

Trigger Marketing 72

Trigger Marketing Press Eye-Tracking Marketing Analytics Tools 72

Engagio

OCTOBER 18, 2023

They bridge the gap between sales and marketing and act like the initial handshake in the B2B world — a crucial first step in a long-term relationship between businesses. There are many reasons to adopt an account-based approach over the traditional lead-focused one: Sales reps focus on accounts, not leads, so SDRs should also.

DemandBase 71

DemandBase Sales Qualified Leads Account Based Marketing CAN-SPAM 71

Martech

APRIL 15, 2022

In addition, other sources of data from SEO vendors, intent data vendors and industry-specific data suppliers should also be noted on your reports, and you should know how this data affects the numbers. Quality: Know what the quality of your data is at the source. Get the daily newsletter digital marketers rely on. See terms.

Analytics 103

Analytics Work Management Marketing Management Click Rate 103

Belkins

JANUARY 10, 2021

CC the assistant C-level executives aren’t strangers to getting sales emails from vendors. Respect your C-level prospects’ schedule and routine, act softly and carefully. Everybody wants to reach the highest level. It doesn’t mean they appreciate it. For C-suite, time is of the essence and politeness is everything.

Case Study 95

Case Study Case Studies Marketing Prospects Opinions 95

Litmus

APRIL 13, 2021

Three years ago, there were 20 used by at least 1%—which goes to show how the ESP landscape is constantly changing with mergers, acquisitions, and new players. Act-On : 1%. In some cases, it’s also interesting which vendors our respondents described as ESPs. Twelve companies were used by at least 1% of respondents.

Marketing Automation Services 102

Marketing Automation Services Enterprise Management Work Management Marketing Management 102

Customer Experience Matrix

MAY 2, 2012

Intuit last week announced an agreement to acquire local business marketing vendor Demandforce for $423.5 It’s not a typical marketing automation vendor, since it provides appointment management, referrals, reviews, social campaigns, local advertising, post cards, and search marketing in addition to email. million of investment.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Small Business Marketing Vendors 120

NetLine

AUGUST 16, 2019

Fear mongering through an (ironic) influx of emails and messaging left many questioning their practices and those of their vendors. As a Privacy Shield certified buyer engagement platform , we’re positioned to help marketers better understand the importance of seeking vendors that comply with global privacy protection regulations.

Privacy 45

Privacy Privacy Protection Lead Ranking Brand Identity 45

Hinge Marketing

FEBRUARY 2, 2022

They realize that today’s buyers are leveraging digital assets such as email, websites, search engines, social media, and webinars to learn more about products and services and help them distinguish one vendor from another. Our research uncovered that more than 53% of the high growth firms were part of a merger or acquisition.

Digital Asset Management 77

Digital Asset Management Work Management Marketing Management Budget Programs 77

Rev

MAY 21, 2018

Acquisition costs in B2B can easily be $3k to $5k and more per closed-won deal. The Truth Intent Vendors Don’t Want to Talk About. If you don’t act on that behavior quickly, you’ll often lose the opportunity to do so. The big promise of intent data vendors is that these companies are “in market.” So we’re not against it.

Intent Data 122

Intent Data Intent Lead Ranking Lead Scoring 122

Liveintent

JULY 26, 2022

That same first-party identity graph also represents the bridge from first-party cookies to CRM data — or other IDs publishers, brands, and their vendors need to make inventory addressable and valuable, including any proprietary IDs. and acts as the fulcrum to build lookalike audiences and efficient acquisition strategies.

Work Management 62

Work Management Marketing Management Marketing Automation Services Custom Publishing 62

Choozle

JULY 12, 2022

cost per acquisition) to show more opportunities for growth and select appropriate tactics (i.e. If you are too focused on the short-term gratification available you will lose sight of the impactful results waiting on the horizon for a well executed long-term digital marketing plan. Connecting campaigns to goals beyond KPIs.

Paid Content 84

Paid Content Campaigns Paid Search Agency Allocation 84

Martech

APRIL 22, 2022

There are plenty of artificial intelligence marketing tools designed specifically for business sales, allowing B2B vendors to leverage the power of personalization, machine learning, and more. Click here to download! Benefits of artificial intelligence in B2B marketing. Better informed decisions. Components of artificial intelligence.

Marketing AI 145

Marketing AI Marketing Attribution Digital Asset Management Work Management 145

Convince & Convert

FEBRUARY 27, 2015

While it may not seem obvious from the outset, there is incredible potential value in a video platform that integrates with the likes of Eloqua, Marketo, Act-On, and other MAPs. But those catching on are seeing a real, and measurable, impact on their marketing and sales goals, not just higher view counts.

Video Marketing 167

Video Marketing Rules Marketing Automation Services Planning 167

Conversica

JULY 27, 2022

In order to create the infrastructure for their business, a grocery store interfaces with dozens of B2B Sales teams, from software solutions to supply chain vendors. Marketing teams have also been increasingly tasked with acquisition, meaning more collaboration with Sales teams to move customers down the funnel. B2B Sales Examples.

B2B Sales 52

B2B Sales Top of Funnel Enterprise Management Marketing Attribution 52

Customer Experience Matrix

DECEMBER 4, 2012

One easily predictable trend in B2B marketing automation is that vendors will tailor their systems to specific industries. I wrote in February about one set of these vendors: Balihoo and others that specialize in helping central marketing organizations work with channel partners such as dealers and franchisees. Integrations with ACT!

Marketing Automation Services 120

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 120

Customer Experience Matrix

MARCH 8, 2011

In many ways, this investment strikes me as more significant than last year’s acquisitions of Unica by IBM and of Aprimo by Teradata , which were widely touted as “validating” the concept marketing automation and involved vastly more money ($1 billion combined). But if Salesforce.com likes what it sees, who knows where that will lead?

Salesforce.com 120

Salesforce.com Enterprise Management Hubspot Marketing Automation Services 120