Martech

JULY 14, 2022

The vendors respond. A great number of ABM vendors provide everything from all-in-one platforms to enable ABM strategies, to adjacent services like data enrichment, identity resolution, analytics, and interaction management/orchestration to B2B marketers ramping up their programs. Consolidation of ABM and demand gen. More M&A.

Account Based Marketing 119

Account Based Marketing Enterprise Management Work Management Marketing Management 119

Customer Experience Matrix

DECEMBER 16, 2018

It took some time for the vendors to realize that the database itself was ultimately more valuable than any one application, because the database was more central to their clients’ needs. But a more realistic explanation is that clients are always asking for new features and vendors are eager to oblige.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Martech

OCTOBER 22, 2021

Keyword research, page-level analysis, backlink tracking and acquisition, and rank tracking are still of critical importance, even as the environment continues to change. Vendors differentiate by offering more frequent or detailed data updates or content marketing features that sometimes require additional investment.

Enterprise Management 138

Enterprise Management Marketing Management Search Marketing Lead Ranking 138

Zoominfo

OCTOBER 28, 2020

Many vendors claim to provide their intent data in “real time,” but let me let you in on a dirty little secret. With the acquisition of Clickagy, our differentiation here is real-time, on time. It unlocked another dimension in identifying when target buyers were actively in-market for a particular solution.

Intent Data 208

Intent Data Zoominfo Buyer Intent Intent 208

Zoominfo

MAY 23, 2023

This information can be analyzed to identify account intent, or how likely prospects at a particular company are to engage with a particular vendor. Intent data can also show an increase in activity on certain topics that may indicate risk at a top account, such as topics related to severance pay options or layoffs. The best part?

Intent Data 130

Intent Data Intent Work Management Marketing Management 130

Zoominfo

SEPTEMBER 30, 2020

People want personalization — in fact, in a recent survey, 97% of professionals said it was important to them that vendor websites have relevant content that spoke directly to their company. Basically, personas ensure that everything you do in terms of lead generation and customer acquisition, is tailored to your targeted buyers’ needs.

Ideal Customer Profiles 264

Ideal Customer Profiles Buyer Personas Planning Zoominfo 264

Martech

AUGUST 12, 2022

A plateau in sales and numerous vendor acquisitions absorbed nearly all the independent JOE vendors. Vendors like Infor, SAS, and Pega acquired and merged much of this tech into larger suites and slowly adapted them to the digital age. At the same time, a handful of independent, born-digital JOE vendors emerged.

Vendors 132

Vendors Lead Ranking Advertising Agencies Touchpoints 132

Martech

MARCH 1, 2024

B2B retention marketing finally has its day For as long as I’ve been in B2B marketing (don’t ask), lead generation and new-account acquisition have been the top priority for marketers. Penetration marketing Viewing customer acquisition as an expense or an investment, it follows that profitability emerges only with customer retention.

Tactics 122

Tactics Work Management B2B Marketing Marketing Management 122

Webbiquity

NOVEMBER 18, 2021

A trigger event is an occurrence that promotes buyer awareness of the possibility for change or the need for what a vendor provides. When a firm undergoes major changes such as mergers and acquisitions, it’s more likely to embrace new technologies or collaborate with different companies. What is a Trigger Event?

Ideal Customer Profiles 253

Ideal Customer Profiles B2B Sales Marketing Automation Services Work Management 253

Salesforce Marketing Cloud

DECEMBER 6, 2023

Next-generation CRM vendors that provide purpose-fit solutions with rich data relevant to banks, insurers, and investment and wealth management firms can support these priorities from the ground up and accelerate business process transformation. Look for a vendor that has out-of-the-box capabilities, providing a robust roadmap to innovate.

Work Management 102

Work Management Marketing Management CRM Service 102

Marketing Insider Group

JANUARY 30, 2024

Personas Despite all the discussion and activity around personas, we often find them weak resources to inform both an effective content strategy and quality content. These details include buyer: information requirements, activities, questions, decision criteria and decisions. Even the sales organization usually isn’t helpful here.

Ideal Customer Profiles 236

Ideal Customer Profiles Marketing & Strategy Work Management Marketing Management 236

ANNUITAS

DECEMBER 11, 2023

Our ability to succeed through haphazard marketing and sales acquisition efforts is rapidly coming to an end. Shifting away from random acts of acquisition and focusing on CLV lift sheds light on the importance of driving a fully integrated growth effort with customers, as much as with prospects. Their approach? Strategy.”

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

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 It also provides clarity on how future investments with vendors are made. #2 You won’t win by trying to defend it all.

Marketing Analytics Tools 120

Marketing Analytics Tools Marketing Budget Enterprise Management Work Management 120

Zoominfo

JUNE 27, 2022

often means the vendor with the most records wins and the one offering the highest quality data gets overlooked. All this activity has an enormous impact on contact and company data: When one person changes jobs, two contact records are affected: the outgoing employee and their incoming replacement. or “what is your cost per contact?”

Purchase 130

Purchase Work Management Marketing Management Lead Ranking 130

InsightSquared

MARCH 25, 2020

For example, those in need of a sales analytics solution can compare InsightSquared directly to other vendors in the space. Our goal is to provide customers with a one-stop shop for revenue operations solutions, which includes activity capture, guided selling, sales analytics, forecasting and reporting.

Lead Scoring 156

Lead Scoring Lead Ranking Analytics Forecasting 156

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. Highlighted Content : 33. I’m enjoying the journey. Thinkers360: What is the favorite part of your current role?

B2B Thought Leadership 52

B2B Thought Leadership Marketing AI Thought Leadership Research 52

Martech

MARCH 20, 2024

Whether driven by a merger, acquisition, evolving customer needs or a crisis, a rebrand requires significant time and resources. Also, that enables your internal design team to stay focused on the day-to-day marketing activities that help keep the lights on. Rebranding is a major strategic undertaking for any organization.

Enterprise Management 108

Enterprise Management Work Management Marketing Management Brand Identity 108

DiscoverOrg

APRIL 20, 2017

Activity : Emails sent, calls made, requirements written. Today’s increasingly robust, predictive account-based sales intelligence data requires marketing to think about longer-term consequences of activity and output. Output : Inquiries, proposals, demo requests. Readiness : Database size, SLA completion, skills.

ROI 269

ROI Top of Funnel Ideal Customer Profiles Marketing Management 269

Pam Didner

OCTOBER 15, 2022

Attendee acquisition strategy. The attendee acquisition strategy is a must to get butts in seats. Since you already have an established audience, the purpose of attendee acquisition is more about helping potential attendees understand the agenda and upcoming product announcements or training. Event goals. Content tracks.

Work Management 83

Work Management Marketing Management Planning Effectiveness 83

Martech

DECEMBER 4, 2023

Up to 90% of buyers have a set of vendors in mind before doing any research, and 90% of them will choose a vendor from the day one list, according to a survey by Bain and Google. Tracking upper-funnel and B2B activities is challenging but feasible. Many media platforms provide brand lift studies.

B2B Marketing 106

B2B Marketing Trends B2B Planning 106

Engagio

FEBRUARY 25, 2021

Additionally, Demandbase has hundreds of millions of active cookies that supplement the identification (and our IP data set). One of the many additional benefits that the Engagio acquisition provided Demandbase was data — and lots of it. We’ve never lost an account identification match test to another vendor.”.

DemandBase 111

DemandBase Classified Ads Vendors Comparison 111

Hubspot

MARCH 22, 2022

Negotiating the terms of a supply agreement with a third-party vendor. Negotiating the terms of an acquisition. If a company is looking to buy another, they may discuss the terms of the acquisition, like what happens to consumer data when the acquisition goes through, and how much the purchase price of the deal will be.

Work Management 80

Work Management Acquisitions Vendors Sample 80

Martech

DECEMBER 5, 2022

Many suite vendors — SAP, Adobe, Oracle, Salesforce and Microsoft — sell broad marketing suites supported (to varying degrees) by an optional CDP they fervently wish you to license. Recall that major martech vendors have mostly cobbled together their suites via acquisition. Activation And, potentially, orchestration. .

Enterprise Management 91

Enterprise Management Work Management Marketing Management Vendors 91

Martech

AUGUST 10, 2021

As a journalist covering marketing and technology, I often have cause to look up a vendor or product I’ve not heard of before. One of our contributors filed a story this week containing one brief reference to a vendor with an unusual name. My Chrome browser activity triggered Instagram ads. Editorial Director.

Work Management 111

Work Management Marketing Management Marketing Analytics Tools Digital Marketing Funnels 111

Martech

JANUARY 3, 2023

To help meet their brand marketing goals, CPGs have primarily focused budgets on the highly scalable third-party audiences curated by vendors and agency partners. The solution is a mix of tactics, including first-party audiences activated via walled gardens (Facebook, YouTube, Amazon, Tiktok, etc.). CPGs and third-party audiences.

Lead Ranking 94

Lead Ranking Lead Scoring Work Management Paid Search Agency 94

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. Your team becomes an integral part of their success.

Marketing Management 62

Marketing Management Allocation Lead Ranking DemandBase 62

Porch Group Media

MAY 4, 2021

Customer Acquisition. The top ranked marketing objective according to Nielsen’s research is customer acquisition. This doesn’t mean brands should stop focusing on acquisition, rather they need to work smarter, not harder. V12’s Signals solution provides insights into consumers who are actively shopping for products and services.

Acquisitions 84

Acquisitions Planning First-Mover Advantage Marketing & Strategy 84

Martech

NOVEMBER 22, 2022

Department of Defense (DoD) to evaluate its vendors’ ability to deliver on software development projects effectively. More recently, martech vendors (and consulting firms) have embraced and invented various self-serving maturity models to help them sell more software and services. No overbuying. Buying stuff makes us feel good.

Work Management 119

Work Management Marketing Management Planning Vendors 119

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

Zoominfo

OCTOBER 28, 2020

Many vendors claim to provide their intent data in “real-time,” but let me let you in on a dirty little secret. With the acquisition of Clickagy, our differentiation here is real-time, on time. It unlocked another dimension in identifying when target buyers were actively in-market for a particular solution.

Zoominfo 100

Zoominfo Intent Data Buyer Intent Intent 100

Zoominfo

OCTOBER 5, 2021

Basically, personas ensure that everything you do in terms of lead generation and customer acquisition is tailored to your targeted buyers’ needs. In fact, the best times to email are typically in the morning between 10:00- 11:30 AM, and the time between 2 PM and 5 PM also sees good activity. What Are Buyer Personas?

Ideal Customer Profiles 130

Ideal Customer Profiles Buyer Personas Planning Zoominfo 130

KoMarketing Associates

MARCH 13, 2018

Technology and software vendors realize how important SEO can be for generating leads and building brand awareness for their solutions and the organization in general. Research and reach out to third-party sites that previously linked to websites now owned through a strategic merger or acquisition. Network through LinkedIn.

Marketing Management 182

Marketing Management Link Building Software B2B Marketing 182

DealSignal

APRIL 10, 2024

This is where timing is key because it’s critical to identify when your ideal buyers are actively doing their research. Wouldn’t it be great to communicate directly with folks in the market, actively looking for solutions that your company offers? Comparing vendors on a third-party review website.

Intent Data 52

Intent Data Ideal Customer Profiles Intent Marketing Automation Services 52

Martech

MARCH 4, 2022

Cost-per-acquisition (CPA) is how brands measure the efficiency with which they acquire new customers. Also known — by some, anyway — as “cost-per-action,” CPA can cover a range of activities, from buying something online, signing up for a newsletter, to downloading an app or an e-book. Pass it back to the vendor.”

Cost per Acquisition 108

Cost per Acquisition Top of Funnel Cost CPA 108

Zoominfo

OCTOBER 15, 2020

The B2B world has been largely behind the B2C world with respect to using intent to activate go-to-market motions. The primary reason for this lag is that B2B Intent offerings were never connected to the companies and the professionals at those companies in a way that would allow seamless activation. Get Started Today.

Zoominfo 246

Zoominfo Intent Signal Work Management Intent Data 246

Content Standard

DECEMBER 6, 2023

Title Options A Quick Start to Research-Informed Content for Healthcare Vendors Healthcare Vendors and Research-Informed Content: 4 Tactics You Can Implement Today Healthcare Vendors and Research-Informed Content-Part 1: The Low-Hanging Fruit “Half of them are working off instinct and hunches.”

Work Management 52

Work Management Marketing Management Vendors Research 52

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.) Voice interfaces don't have so many grand social implications but it’s still worth noting that voice-activated devices (Amazon Alexa and friends) and interfaces (Siri, Cortana, etc.)

Marketing AI 149

Marketing AI Cable Paid Search Agency Amazon 149