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

Martech

MARCH 20, 2024

Whether driven by a merger, acquisition, evolving customer needs or a crisis, a rebrand requires significant time and resources. Don’t forget to talk with key stakeholders, including partners and vendors, to get input about how they view the company. A great example of this is a case study from St.

Enterprise Management 114

Enterprise Management Work Management Marketing Management Brand Identity 114

Martech

DECEMBER 12, 2023

.” This problem is true for many types of software, but especially in marketing ops for a couple of reasons: There’s “shiny object syndrome,” that constant chase for the latest and greatest tool, leading to a cycle of endless acquisition and inadequate utilization. Do your homework on the vendor marketplace.

Work Management 128

Work Management Marketing Management Budget Programs Software 128

ANNUITAS

DECEMBER 11, 2023

Our ability to succeed through haphazard marketing and sales acquisition efforts is rapidly coming to an end. In fact in many cases, these random acts of marketing barely cover existing customer churn and leave companies with a flat business, eroding growth. 2023 was a pivotal year, and ANNUITAS expects much to change in 2024.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

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

Martech

APRIL 9, 2024

Other tactics will be needed to support acquisition. Another agnostic player is Optable, the data collaboration and clean room vendor that was created in conscious anticipation of the deprecation of third-party cookies on Chrome. “We Consider technologies that are interoperable with each other.”

Privacy 113

Privacy Advertising Agencies Paid Search Agency Marketing Proposals 113

Zoominfo

JULY 2, 2020

This new email list will send out thank-you emails, and then encourage them to download a case study. Poor customer acquisition: Marketers can find themselves sending email after email, with very few responses in return. As you do your research, identify which vendors are known for providing the best customer service.

Marketing Automation Services 246

Marketing Automation Services Marketing Automation Automation Work Management 246

Zoominfo

OCTOBER 28, 2020

You may be asking yourself: Wait, ZoomInfo launched a new product then acquired a company with a similar use case? 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. Want details?

Intent Data 208

Intent Data Zoominfo Buyer Intent Intent 208

Customer Experience Matrix

AUGUST 2, 2018

Customer Data Platform vendor Treasure Data today confirmed earlier reports that it is being purchased by Arm Limited , which licenses semi-conductor technologies and is itself a subsidiary of the giant tech holding company SoftBank. I can imagine some of the other data-oriented vendors being purchased for similar reasons.

Enterprise Management 120

Enterprise Management Buy Marketing Management Vendors 120

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

Webbiquity

FEBRUARY 24, 2017

To survive in the long run, companies need to have a sound customer acquisition and service strategy. Thus, they fail to take maximum advantage of their unique strengths and maximize customer acquisition. They might need to do more research and compare prices from various vendors before they make a purchase. Giving up Too Early.

Work Management 246

Work Management Small Business Marketing Marketing Management Marketing & Strategy 246

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. Event theme or tagline.

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. If you’re not leveraging VBB, you’re missing out on significant improvements, as demonstrated by a Tinuiti case study: A +38% increase in conversion rates.

B2B Marketing 110

B2B Marketing Trends B2B Planning 110

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

SEPTEMBER 13, 2021

TransUnion’s acquisition of Neustar makes sense, because it nicely complements Tru Optik’s assets and it gives Neustar access to a huge offline data source,” said Hugo Loriot, Partner at You & Mr Jones data company, fifty-five. The second question is scalability outside of the US. widening the gap between the EMEA and U.S.

Advertising Agencies 110

Advertising Agencies Paid Search Agency Acquisitions Vendors 110

Martech

DECEMBER 5, 2022

In some cases, an enterprise will want to take a hybrid approach. 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. (I explored the third approach in an earlier article , but I’ll expand further here.).

Enterprise Management 96

Enterprise Management Work Management Marketing Management Vendors 96

InsightSquared

MARCH 25, 2020

For example, those in need of a sales analytics solution can compare InsightSquared directly to other vendors in the space. With our recent acquisition of Olono and launch of InsightSquared Forecasting, we are better equipped than ever to solve your evolving sales needs.

Lead Scoring 156

Lead Scoring Lead Ranking Analytics Forecasting 156

Martech

OCTOBER 5, 2022

Episerver rebranded as Optimizely in 2021 , and its web experimentation and feature experimentation (formerly known as Full Stack) capabilities have become increasingly central to the vendor’s vision. Even in 2015, Episerver was locating itself in the digital experience platform category. Orchestrating the entire content lifecycle.

Digital Asset Management 108

Digital Asset Management Enterprise Management CMS Development Work Management 108

Zoominfo

JUNE 27, 2022

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. Other vendors attempt to provide a large number of records, but often at the cost of quality.

Purchase 130

Purchase Work Management Marketing Management Lead Ranking 130

Vidyard

MARCH 5, 2021

Use Cases of an Online Video Platform 1.1 Use Cases of an Online Video Platform. Whether it’s one or all of the above, by figuring out your use cases, you can then tailor your search to make sure whatever online video platform you use will tick all of the boxes. Contents 1. Video Marketing 1.2 Video for Sales 1.3 Learn More.

Enterprise Management 155

Enterprise Management Work Management Video Marketing Marketing Management 155

DiscoverOrg

APRIL 20, 2017

SiriusDecisions’ brief, Value Proposition for Data Quality , helps marketers make a strong case for more sophisticated data offerings by communicating long-term ROI. In addition to lowering the cost of database maintenance by decreasing unnecessary bloat, marketing teams can consolidate vendors and negotiate lower pricing with fewer parties.

ROI 269

ROI Top of Funnel Ideal Customer Profiles Marketing Management 269

Customer Experience Matrix

MAY 8, 2018

This would inevitably lead to smaller firms being excluded from data acquisition. Since they can’t verify every vendor, many are considering cutting off smaller suppliers. There’s a case to be made that GDPR will have a more direct impact on adtech than martech and adtech is particularly ripe for simplification.

Advertising Agencies 166

Advertising Agencies Marketing Proposals Barriers Vendors 166

TrustRadius Marketing

APRIL 16, 2021

In 2015 – 2016, HR cloud technology vendors have continued to receive massive, increasing amounts of funding from venture capital investors—so much so that the media has dubbed it an on-going “love affair.” THIS IS A TEST TO SEE WHEN THIS GOES LIVE. This message should appear at 3:05.

Work Management 52

Work Management Marketing Management Peer-to-peer SMB 52

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. Understanding different product roles in marketing technology acquisition. Read more here.

Work Management 112

Work Management Marketing Management Marketing Analytics Tools Digital Marketing Funnels 112

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. Drive consumer acquisition through more scalable look-a-like audiences. How to ensure first-party data drives ongoing ROI for CPGs. CPGs and third-party audiences.

Lead Ranking 99

Lead Ranking Lead Scoring Work Management Paid Search Agency 99

Marketing Insider Group

JANUARY 30, 2024

The primary use case requirements for each function and audience segment should be discussed and documented. Use Case Requirement definition is the third competency in our framework. This means your content strategy will have a material impact on new customer acquisition, revenue growth , and selling costs. A lot is at stake.

Ideal Customer Profiles 236

Ideal Customer Profiles Marketing & Strategy Work Management Marketing Management 236

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 122

Work Management Marketing Management Planning Vendors 122

PathFactory

MAY 24, 2023

Overall, PathFactory has proven itself to deliver a great experience to current and B2B buyers, as well as provide the Go-to-Market teams with real-time data that can drive efficiency and reduce acquisition and retention costs. Learn more about GTM Perspectives and read the entire PathFactory prospectus here.

Marketing Analytics Tools 52

Marketing Analytics Tools Advertising Agencies Top of Funnel Buyer's Journey 52

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. The post Customer Acquisition, Omnichannel Marketing and Data Quality first appeared on V12.

Acquisitions 84

Acquisitions Planning First-Mover Advantage Marketing & Strategy 84

Martech

DECEMBER 7, 2021

As an operations expert, you know that acquiring technology that isn’t a good fit for your use case or the people who need it is a recipe for shelfware nobody uses. Provide a direct path to vendor support teams – It’s a good idea to remove as many barriers as possible between your technical users and your vendors’ support teams.

Work Management 99

Work Management Marketing Management Organization Budget Programs 99

TrustRadius Marketing

OCTOBER 27, 2022

One of the biggest professional commitments is the marriage between a vendor and a buyer. The software your team needs comes with a vendor relationship you’re going to foster, and like in real marriage you need to choose the right one. What is the Vendor Selection Process? Our Tips For Vendor Selection Criteria.

Enterprise Management 98

Enterprise Management Work Management Vendors Budget Programs 98

KoMarketing Associates

AUGUST 28, 2018

Understanding the B2B buyer’s journey , from awareness to vendor validation to sales readiness, becomes critical in developing a successful online marketing program. The application of keyword research is also a critical component of this process, since search engines are a primary acquisition channel bringing prospects to a B2B website.

Buyer's Journey 148

Buyer's Journey Work Management Keywords Marketing Management 148

DealSignal

APRIL 10, 2024

Comparing vendors on a third-party review website. This is something not typically provided by vendors—you would get this from your internal tech stack. ” Downloads of resources such as case studies and eBooks, especially those that are not simply informational and may indicate purchase intent. .”

Intent Data 52

Intent Data Ideal Customer Profiles Intent Marketing Automation Services 52

Customer Experience Matrix

MAY 24, 2014

On May 6, AOL and Google announced their respective acquisitions of attribution vendors Convertro and Adometry. But we’re not talking about just any type of customer data here: in each case, we’re talking about data related to display advertising, and about connecting that to data from a company’s direct customer interactions.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Acquisitions 120

Zoominfo

JULY 2, 2020

This new email list will send out thank-you emails, and then encourage them to download a case study. Poor customer acquisition: Marketers can find themselves sending email after email, with very few responses in return. As you do your research, identify which vendors are known for providing the best customer service.

Marketing Automation Services 113

Marketing Automation Services Marketing Automation Automation Work Management 113

Zoominfo

OCTOBER 28, 2020

You may be asking yourself: Wait, ZoomInfo launched a new product then acquired a company with a similar use case? 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. Want details?

Zoominfo 100

Zoominfo Intent Data Buyer Intent Intent 100

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