The Point

JUNE 23, 2020

Even if you acknowledge that change as fact, however, it’s easy to become cynical (as I have) when vendors and thought leaders are constantly proclaiming the “death” of the old ways. When Account-Based Marketing (ABM) first arrived on the scene, vendors were quick to pronounce traditional, funnel-based marketing obsolete.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

Customer Experience Matrix

JANUARY 1, 2019

The industry added 29 vendors and 2,653 employees, slightly more than the 26 vendors and 2,233 employees added in 2017. Vendor funding increased $568 million in 2018 vs $492 million in 2017. And increased competition from non-CDP vendors is clearly on the horizon. Acquisitions. Next-Generation CDPs.

Marketing Management 215

Marketing Management Paid Search Agency Vendors Acquisitions 215

Martech

APRIL 25, 2024

What do you do if the vendor of one of your martech solutions gets bought? Also, research how the buyer differs culturally from the original vendor. Is the buying party more of a per-user traditional, SaaS licensing model or does it use more of a per-utilization one?” Another place where knowing the vendor landscape is helpful.

Work Management 55

Work Management Marketing Management Vendors Lock-In 55

Martech

MARCH 1, 2024

As buying shifts online and marketing takes on some traditional sales roles, retaining existing customers is essential for driving growth and profits. 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.

Tactics 129

Tactics Work Management B2B Marketing Marketing Management 129

Martech

DECEMBER 8, 2021

With the buying process not heavily digitized and with people working remotely on a range of devices, lines are blurring between B2C and B2B buying behaviors. “I think the other dynamic is that you’ve got a new generation of buyers who don’t buy like previous generations — on the B2C or B2B level — and they have budget. .

Account Based Marketing 82

Account Based Marketing Buy Process Marketing Automation Services 82

Zoominfo

AUGUST 2, 2020

Intent data is used to discover buying signals found by tracking multiple sources. With data like promotions, mergers and acquisitions, product launches, and funding, opportunity data gives users opportunities to create new business. If a vendor did nothing to maintain the accuracy of their data, they would have very few customers.

Enterprise Management 245

Enterprise Management Ad brokers Work Management Marketing Management 245

The Point

JUNE 24, 2022

The sudden, wholesale transition to remote work and virtual teams has only accelerated trends that were evident pre-COVID, led by younger generations of digital consumers who brought their buying preferences to the office (even if that office is now their living room). Key Finding 1: Buyers have all but replaced vendor-provided content.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

ViewPoint

MARCH 22, 2018

Examples are big companies that have commodity acquisition departments (or purchasing departments); or smaller entrepreneur-run companies that feel that they can do every thing better and cheaper inside. See this blog for a build vs. buy analysis that takes that argument off the table.). People buy from people whom they like and trust.

Lead Scoring 189

Lead Scoring Lead Ranking Work Management Paid Search Agency 189

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

Webbiquity

JANUARY 18, 2022

The value proposition of intent data vendors is typically that will combine their data (which is third-party data from your perspective) with your website analytics data (your first-party data) to identify companies that are actively looking to buy what it is you sell, and where they are in the buying process.

Intent Data 324

Intent Data Marketing AI Intent Lead Ranking 324

Martech

JULY 14, 2022

Factors driving changes in ABM include shifts in buyer preferences and pre-purchase behavior, as well as the development of more sophisticated technology and data products that enable marketers to analyze behavior, identify in-market audiences, and craft experiences for a buying group or its individual members. How B2B buying has changed.

Account Based Marketing 124

Account Based Marketing Enterprise Management Work Management Marketing Management 124

Martech

APRIL 9, 2024

The CMA’s concerns have not yet been resolved and in a scathing report released in February, 2024, the Tech Lab said: “(T)he changes mandated by Privacy Sandbox will require substantial development and infrastructure investment costs for both buy and sell-side technology companies. Other tactics will be needed to support acquisition.

Privacy 113

Privacy Advertising Agencies Paid Search Agency Marketing Proposals 113

Customer Experience Matrix

MAY 21, 2012

Experian Marketing Services yesterday announced its acquisition of marketing automation vendor Conversen. This is the third marketing automation acquisition in the past month, following Intuit’s purchase of Demandforce and FICO’s purchase of Entiera.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Advertising Agencies Marketing Automation 120

Customer Experience Matrix

APRIL 18, 2012

With its usual fanfare, Marketo today announced the acquisition of social marketing campaign company Crowd Factory. Crowd Factory is a certified cool product, which is probably reason enough for Marketo to buy them. Other vendors have also extended their products recently. But it’s not fair to let Marketo get all the attention.

Act-On 120

Act-On Marketing Automation Services Marketo Buy 120

Customer Experience Matrix

AUGUST 27, 2015

Predictive analytics vendor Fliptop today announced its acquisition by B2B social network LinkedIn. I would have looked so much more prescient had they announced the acquisition after I had published this post! I would have looked so much more prescient had they announced the acquisition after I had published this post!

Account Based Marketing 120

Account Based Marketing Work Management Analytics Linkedin 120

Marketing Insider Group

JANUARY 30, 2024

Most organizations focus on the gain customers will realize after buying their solution. Using generic buying stages is a way to get started quickly, but it really should be research based to provide the best insights. They desperately need a better understanding of how buyers buy. There are many culprits here.

Ideal Customer Profiles 236

Ideal Customer Profiles Marketing & Strategy Work Management Marketing Management 236

Zoominfo

FEBRUARY 14, 2021

Point-in-time data is what legacy data vendors provide. Modern data vendors provide their customers with live data. However, for a GTM strategy, the static data won’t reflect recent changes such as mergers and acquisitions or c-suite shuffles. So make sure when you’re buying data, you’re buying data that’s alive.”.

Marketing Analytics Tools 162

Marketing Analytics Tools Zoominfo Cold Calling Sales Qualified Leads 162

Zoominfo

MAY 23, 2023

It’s enough to ruin any sales professional’s quarter: that prospect your team has spent months engaging — scheduling demos, addressing concerns, comparing features — suddenly decides they’re not ready to buy after all. You can’t stop every account from getting cold feet or misreading their company’s appetite for new solutions.

Intent Data 130

Intent Data Intent Work Management Marketing Management 130

Martech

MARCH 20, 2024

Whether driven by a merger, acquisition, evolving customer needs or a crisis, a rebrand requires significant time and resources. Start by examining and then articulating your purpose because it’s the “why” that people actually buy. People are hardwired to take action — such as buying hardware and/or software — based on how they feel.

Enterprise Management 114

Enterprise Management Work Management Marketing Management Brand Identity 114

Martech

SEPTEMBER 14, 2023

Eighty-four percent of B2B buyers start the purchasing process with a referral, and peer recommendations influence more than 90% of all B2B buying decisions. Whether you’re buying cars, software, or any other category, buyers are influenced more by their peers than by the vendor themselves.”

Marketing Analytics Tools 127

Marketing Analytics Tools Marketing Budget Enterprise Management Work Management 127

Customer Experience Matrix

JUNE 5, 2012

Salesforce.com yesterday announced agreement to buy social media publishing vendor Buddy Media for $689 million, thereby adding another big fluffy piece to its “marketing cloud”. Oracle followed suit this morning with an acquisition of social media monitoring and semantic analysis vendor Collective Intellect.

Resource Management 120

Resource Management Salesforce.com Marketing Automation Services Marketing Management 120

Martech

APRIL 19, 2024

As social media platforms combine their vast collections of first-party data with artificial intelligence and machine learning, they’re enhancing their offerings for marketers looking to connect with those ideal customers in a buying mood. Naturally, marketing leaders are taking note of the connection between social media and buying behavior.

Lead Gen 110

Lead Gen Paid Content Social Media Sales Qualified Leads 110

Customer Experience Matrix

JULY 25, 2014

The past week brought two industry announcements: acquisition of Bizo by LinkedIn and new “Data as a Service” offerings from Oracle. The more interesting question is who, if anyone, will buy the business from Bizo. Among other things, the Oracle product will set a benchmark for pricing of similar services by other vendors.

Marketing Management 120

Marketing Management Linkedin Buy Privacy Policies 120

Customer Experience Matrix

OCTOBER 17, 2012

Microsoft today announced the acquisition of marketing management system vendor MarketingPilot , which will become part of its Dynamics CRM group. The acquisition is significant on several levels. B2B marketing automation vendors will need to rearchitect their systems on the more sophisticated platform.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Vendors 120

Zoominfo

JUNE 27, 2022

When you set out to buy a third-party data set, you might assume you should compare based on quantity and cost. often means the vendor with the most records wins and the one offering the highest quality data gets overlooked. When a merger or acquisition takes place, employee job roles and responsibilities often evolve or change.

Purchase 130

Purchase Work Management Marketing Management Lead Ranking 130

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 135

Vendors Lead Ranking Advertising Agencies Touchpoints 135

Customer Experience Matrix

JUNE 13, 2016

billion acquisition of LinkedIn. Other vendors like Nimble and HubSpot have done a better job of simplifying access to third party data about an individual or company. That would force other CRM and marketing automation vendors to follow suit, although it's hard to imagine them matching the depth of LinkedIn's data.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Linkedin 120

Martech

MARCH 27, 2023

This is a new stage on the SAP commerce journey which began essentially with the acquisition of ecommerce vendor Hybris ten years ago. Comprehensive buy-in to Commerce Cloud secures a wide range of services including order management, PIM, content management, personalization and engagement tools. Why we care.

Digital Experience Platform 113

Digital Experience Platform Lock-In eCommerce Verticals 113

Zoominfo

OCTOBER 28, 2020

For readers unfamiliar with intent data, lets provide essential context: intent data uncovers buying signals based on online consumption patterns. Many vendors claim to provide their intent data in “real time,” but let me let you in on a dirty little secret. How (And Why!) ZoomInfo is Launching Streaming Intent.

Intent Data 208

Intent Data Zoominfo Buyer Intent Intent 208

Zoominfo

FEBRUARY 14, 2021

Point-in-time data is what legacy data vendors provide. Point-In-Time Data Versus Live Data Modern data vendors provide their customers with live data. However, for a GTM strategy, the static data won’t reflect recent changes such as mergers and acquisitions or c-suite shuffles. to keep data up to date.

Marketing Analytics Tools 130

Marketing Analytics Tools Zoominfo Cold Calling Sales Qualified Leads 130

Customer Experience Matrix

MARCH 26, 2014

The InterWebs were buzzing this morning with an Atlanta Business Chronicle article reporting that IBM is negotiating to buy Silverpop. enterprise marketing management ibm marketing automation marketing technology acquisitions silverpop' My only reaction was, What the heck took so long?

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Marketing Automation Marketing Management 120

Customer Experience Matrix

JUNE 5, 2013

Fresh on the heels of yesterday''s blockbuster ExactTarget / Salesforce.com deal , SAP today announced acquisition of e-commerce vendor hybris software. Since Salesforce said yesterday that other companies also wanted to buy ExactTarget, it seemed possible that SAP had lost the deal and purchased hybris as a second choice.

Work Management 120

Work Management Marketing Management Marketing Automation Services Salesforce.com 120

Martech

DECEMBER 12, 2023

After attending the recent MarketingOperations.com conference (MOps-Apalooza), my cofounder Tyler remarked, “If I had a dollar for every time I heard someone at MOps-Apalooza say something about companies buying software that they never fully implemented, I think my ticket for next year’s conference would be paid for.”

Work Management 128

Work Management Marketing Management Budget Programs Software 128

Customer Experience Matrix

AUGUST 13, 2010

This is wholly unsurprising: as the last and only big independent left in its space, Unica was obvious acquisition bait. Conversely, IBM is on a customer intelligence acquisition spree that has already included Coremetrics Web analytics, Sterling Commerce B2B integration and Cognos business analytics. But you already knew that.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Acquisitions Marketing Management 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. adjusting automated marketing content to address a buyer that has recently moved out of the “just researching” stage and into the “ready to buy” stage).

Intent Data 79

Intent Data Marketing AI Intent Bombora 79

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? Hiring Surges.

Ideal Customer Profiles 253

Ideal Customer Profiles B2B Sales Marketing Automation Services Work Management 253

Customer Experience Matrix

APRIL 3, 2013

B2B marketing data vendor ReachForce today announced its purchase of SetLogik , which provides technology to build cloud-based marketing databases and do predictive modeling against them. See my post from last October for more on SetLogik.) There’s an obvious peanut butter-meets-jelly type of logic to this match.

Reachforce 120

Reachforce Buy Marketing Management B2B Marketing 120