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Any CMO who wants to understand how to really harness martech should read this book

chiefmartech

Even if your core product or service isn’t digital, it’s through software that you can outsmart your competitors in your back-office processes and out-delight them in your front-office touchpoints with customers.

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3 Pivotal Ways CEOs can Facilitate CMO Success in 2020

Martech Advisor

There has been a shift in the CMO’s role – from being focused on external communications and new customer acquisitions traditionally, to owning the customer experience across all touchpoints today. What’s the CMO Role in 2020?

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5 Social Media Strategy Questions Every CMO Needs to Answer in 2021

Hootsuite

Social media hit historical highs in the CMO budget this year. In fact, spending on social media marketing spiked by 74% to reach 23% of marketing budgets according to The CMO Survey , and marketers anticipate spending will remain close to this new high level as we enter the new year.

CMO 102

The Impact of Peer Engagement on The Customer Buying Journey

Measure Up Marketing

We live in a peer-bound world,” says Chandar Pattabhiram, CMO for Coupa. Often the people involved in the B2B buying process have different roles within the organization and, as a result, different peer groups. Expand Who in Your Organization Engages with Customers.

Buy 241

Martech jumps to 29% of the CMO’s budget in Gartner’s 2018-2019 survey

chiefmartech

When Gartner’s annual CMO Spend Survey for 2017-2018 came out last year, many people seized on the fact that the money CMOs allocated for marketing technology had dropped to 22% of their budget , on average, down from 27% the year before. But if you were concerned — or hopeful, for those naysayers out there — that martech was waning, Gartner’s new CMO Spend Survey for 2018-2019 delivers evidence to the contrary. Marketing technology acquisition and use (34%).

What are the Best Career Paths for Marketers with the CMO Position Under Threat?

Martech Advisor

Marketers are at a crossroads in their careers with the Chief Marketing Officer (CMO) position seemingly under threat. While some brands are doing away with the CMO position altogether, others are making strategic changes to their organization structures. Let’s first look at a few stats and facts: According to a study by the Korn Ferry Institute , a CMO’s average tenure is the lowest among C-suite titles, at an average of 4.1

Debating the Role of the CMO: Watching a Transition in Action

Content Standard

But the CIO is unsure where to start, and he turns to the CMO, who has worked with IT to deploy the solution and has had a more hands-on role in its use. But what happens between the CIO and CMO is actually representative of the changing role of the CMO. CMOs are also faced with new expectations and pressures from executive leadership, including a focus on metrics falling outside the typical purview of a CMO’s responsibilities. This is good and bad for the CMO.

CMO 40

Why the Future of Marketing Depends on a C-suite Partnership for Long-term Growth

Marketing Insider Group

Why Marketing is Becoming the Growth Driver for Organizations. Customer acquisition cost. Once the CMO has the CFO in its corner, a full strategy budget is more likely to be approved, and collaboration becomes seamless.

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Oracle’s Maxymiser Named a Leader in Forrester Wave for Online Testing

Oracle

According to a July 2015 commissioned study by Forrester Consulting, only 2% of surveyed organizations have the necessary capabilities to identify, deliver on and measure micro-moments ( Balancing Privacy And Personalization: The Challenge Of Marketing For Micro-Moments , September 2015 Forbes Article ) -- a point in time when customers show their affinity or desire for specific products or services.

Oracle’s Maxymiser Named a Leader in Forrester Wave for Online Testing

Oracle

According to a July 2015 commissioned study by Forrester Consulting, only 2% of surveyed organizations have the necessary capabilities to identify, deliver on and measure micro-moments ( Balancing Privacy And Personalization: The Challenge Of Marketing For Micro-Moments , September 2015 Forbes Article ) -- a point in time when customers show their affinity or desire for specific products or services.

Why are marketing budgets the first to be cut… and the last to be restored?

Litmus

Doing more with less is a common theme for modern marketing organizations. in 2021 , their lowest level in the history of Gartner’s CMO Spend Survey. Managing prospect and customer data is a challenge in every organization.

Modern Marketing Influencer Blog Series: 3 Costly Mistakes to Avoid when Measuring Performance

Oracle

“No” is a safe bet because your CMO must report back to his/her counterparts, who will want to see actionable results. So, give your CMO metrics that actually help them wow executives: Return on investment (high-level ROI, then broken down by campaign performance). Customer acquisition cost (CAC). Cost per acquisition (CPA). According to Deloitte’s 2018 CMO Survey , 60% of marketers feel pressured to prove ROI.

Cost 156

Covid-19 Lessons for B2B Marketers

Biznology

You look at every customer touchpoint, to ensure consistency and excellence. This is exactly why Covid-19 has spawned the phrase: “Retention is the new acquisition.” The global pandemic is affecting every area of our lives and our businesses today.

RFP 145

5 Tips to Win the Revenue Marketing Era

Ledger Bennett

The definition of revenue marketing , is the process of developing repeatable prospecting programs in order to increase the rate of customer acquisition and improve sales. Why is revenue marketing so important?

SQO 63

An Essential Guide to B2B Marketing Metrics That Matter

Marketing Insider Group

As a CMO or director of digital marketing, you can use a handful of B2B marketing metrics to answer them. Use the right marketing metrics to gather insights to maximize your marketing efforts, align with your organization’s business goals, and improve overall performance.

ROMI 202

8 Roles You Need to Build an Ace ABM Team

bizible

1] The CMO. The CMO could be considered the gatekeeper of success. The value of account-based marketing is in the details, and the CMO should enable their team with all the strategy assistance and martech approval necessary. Not only should they be knowledgeable about ABM strategy and tuned into their team’s account-based marketing plan, but the CMO should also be the primary champion of ABM across the company. [2] Ready to stack the deck?

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Digital Source Tracker from Full Circle Insights Wins Product of the Year

Full Circle Insights

The Sammys honor organizations and products helping to solve the challenges organizations have connecting and collaborating with prospects and customers. Building a Solid Case for Attribution to the CMO. Top 10 Reports Your CMO Wants from Digital Marketing. Got CMO Skills?

Marketing Updates from Feb. 2020: Featuring Salesforce, Merkle, Uber, and More

Martech Advisor

The fully integrated customer data platform will enable PUMA to unify data from all consumer touchpoints and combine real-time interactions captured across digital channels, 100+ stores worldwide, and other offline touchpoints, which will drive more intelligent engagement.

SMS 66

Making the Most Out of Your Investments in Marketing Technology

Measure Up Marketing

Investment in Marketing Technology (Martech) remains strong based on the Gartner CMO 2017-2018 spend survey which found that Marketing leaders are allocating 22% of their expense budget to martech. Martech promises improved ROI on customer acquisition and loyalty, in part because technology enables your company to be more customer-centric. The more you know about your customers, the better you can help the organization compete.

The B2B Marketing Value of a Personalized Customer Experience [Interview]

KoMarketing Associates

The “Making Personalization Possible” report from the CMO Council discovered that as more marketers shift their focus to personalization, they are hopeful that their efforts will pay off. We had an opportunity to speak to Liz Miller, senior vice president of marketing at the CMO Council, for more insight into the results. Comprehensive mapping of total customer journey across all touchpoints (44 percent).

Direct to Consumer: A New Playbook for Successful Consumer Marketing

AcuityAds

For the sixth year in a row, Seraj Bharwani, our Chief Strategy Officer, moderated the Advertising Week CMO Panel and this year’s was one of our most successful to date with the CMOs of leading DTC marketers. From left: Kip Olmstead, President, Genomind; Seraj Bharwani, Chief Strategy Officer, AcuityAds; Julia Fitzgerald, CMO, American Lung Association; Gil Efrati, CMO, Resident; Stephanie Urban, VP, eCommerce, Tarte Cosmetics. Create an acquisition machine.

CMO 40

Enterprise SEO Software: How to Choose the Best SEO Platform for Large Sites

Single Grain

Large companies benefit from Enterprise SEO services by seeing tremendous growth in organic traffic, which leads to increased leads, conversions and profits. SEO professionals use the following strategies to improve the organic visibility of the business' website(s): Goal setting.

SEO 52

Missed the Digital Bandwagon? Keep Calm and (On)board a CDP

Martech Advisor

CDPs are becoming increasingly relevant to organizations across industries and are especially relevant to 'Digital Laggards' who are looking at a meaningful digital starting point. The battle for eyeballs, clicks, and FOMO has shifted value from physical touchpoints to digital ones.

Full Circle Insights’ Digital Source Tracker Wins 2021 BIG Innovation Award

Full Circle Insights

As an extension to Full Circle’s existing Funnel Metrics and Attribution software, the Digital Source Tracker identifies a prospect’s digital touchpoints and uncovers the most effective digital campaigns that are driving acquisition, opportunity creation, and revenue. Got CMO Skills?

CMO 54

Customer Service Vs Customer Experience (CX): Key Differences And Similarities

Martech Advisor

Customer experience is the overall experience of a customer with a company or brand, across all touchpoints over the entire customer life cycle. Both customer service and customer experience aim for customer acquisition, retention and optimal lifetime value.

Data-Driven Attribution and SEM [ebook]

QuanticMind

A Practical Guide for Using Deep Funnel Intent Data to Drive Profitable Acquisition. It is this reason why 50% of CEOs see their CMO as the primary driver of growth for their organizations, according to Accenture Strategy : “If CMOs focus on disruptive growth, rather than on traditional growth avenues, they have a chance to impact the bottom line in a heretofore unseen way—earning the key to that corner Chief Growth Officer (CGO) office.”.

SEM 40

Marketing Cloud: Get a clear picture of your audiences and opportunities

TrueInfluence

Kay Kienast, True Influence CMO. Successful B2B marketing and sales: Begin with strategy, not acquisition. But in ABM, you need to know more than just the engagement level of a given prospect – you also need to know the role they play in their organization’s buying process.

Prophets of Profit 2019: ABM Experts Predict the Future

Engagio

Organizations with visions are trailblazers. The more B2B marketing organizations narrow their focus on the right customers, work closely with sales at every stage of the buying journey, and help to build consensus amongst the internal buying committee at those target accounts, they’ll improve their impact and results. I predict that marketing begins to focus on the comprehensive customer lifecycle – moving past acquisition and concentrating on customer marketing.

Start 2017 with the world’s most famous chief marketing technologist

chiefmartech

Technology has empowered the consumer with seamless discoverability and accessibility, redefining customer experience, which means marketing now has a very different role to play within organizations. The strategy to make that real will include all the ingredients of a data-driven marketing organization that works in partnership with product, content, and business teams. Every brand and CMO now acknowledges that marketing and technology are intertwined.

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Slack, Shopify & Tough Mudder: Business Lessons From 3 High-Growth Companies

Hubspot

It's a result of thousands of explicit and implicit decisions made by crowds of people within and beyond your organization, each and every day. With that said, my hope is that the wisdom and observations below will help propel your organization on a better growth trajectory than you were on yesterday. This podcast from HubSpot -- hosted by CMO Mike Volpe -- is full of compelling conversations with leaders from high-growth organizations.

CMO 48

41 Execs Discuss Key B2B Marketing Metrics to Watch in 2018

SnapApp

This is amplified in the B2B marketing arena where longer sales cycles and multiple touchpoints across a range of different channels make KPI selection and attribution much more complex. . The goals and KPIs will vary based on the campaign and company, however the 10 metrics listed below will be meaningful to any B2B organization. . #1. 8: Customer Acquisition Cost (CAC). . Orbit Media | Co-founder and CMO. . . Organic traffic, before and after.

CPL 87

Oh, the Places They’ll Go: Planning for the Customer Journey

Allocadia

They understand they must prioritize strong control over the customer journey, spanning a variety of touchpoints by which the customer moves from awareness to engagement and purchase. Because we utilize Allocadia internally to manage our marketing investments in line with business objectives, our CMO James had the answer at the click of his mouse. These days, we hear a lot of lip service given to being a “data-driven marketer.”. What does it mean to be data-driven?

Oh, the Places They’ll Go: Planning for the Customer Journey

Allocadia

They understand they must prioritize strong control over the customer journey, spanning a variety of touchpoints by which the customer moves from awareness to engagement and purchase. Because we utilize Allocadia internally to manage our marketing investments in line with business objectives, our CMO James had the answer at the click of his mouse. These days, we hear a lot of lip service given to being a “data-driven marketer.”. What does it mean to be data-driven?

What is Multichannel Marketing: An A-Z Guide (with Strategies & Examples)

SnapApp

Your ideal customers are on Facebookand LinkedIn, searching on Google, opening your competitor’s emails, attending events, watching webinars and engaging with brands across many different touchpoints. . And, 74% of businesses increased sales with a multichannel strategy, while 64% increased consumer loyalty/acquisition. . Ideally, a prospect targeted by a multichannel marketing campaign would get a seamless experience across all the different touchpoints.

3 Marketing Technology Hurdles in 2019 and How to Avoid Them

SmartBug Media

Jennifer Groese is the CMO at Winmo and currently oversees all marketing operations, including customer acquisition, product adoption and advocacy, and retention and experience. If your organization is spending less time conducting research and spreadsheets, improved performance is a bottom-line impact that stemmed from your martech investment. In analyzing marketing data through these touchpoints, marketers can begin to: Evaluate the impact of various marketing programs.

30 Experts Discuss Marketing Automation Trends That Will Have The Biggest Impact On B2B Marketers In 2018

SnapApp

Ex-Google and Facebook CMO consultant Andy Betts says all CMOs need to quickly get comfortable with using AI, or risk falling behind: . The CMO’s best play at this point is to prepare what you can and commit to staying on top of the news around AI applications in marketing as it breaks. Marketing automation already outperforms paid search and blogging for customer acquisition, and is more effective than analytics and social media for improving customer retention: . . .

A preview of MarTech: over 50 in-depth sessions at the intersection of marketing, technology, and management

chiefmartech

We’ll follow with a fireside chat with the remarkable Ann Lewnes, CMO of Adobe , discussing the balance of creative and analytics, the interplay of technology and talent, ways in which marketing organizations are evolving structurally, and the trends in the industry that inspire her most. That afternoon, we’ll have back-to-back keynotes from two martech pioneers: Mayur Gupta, the CMO of Freshly, and Terence Kawaja, the CEO of LUMA Partners.

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