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. Again, consultation, including with implementation partners, can only suggest the most fruitful paths to follow.

Digital Asset Management 108

Digital Asset Management Enterprise Management CMS Development Work Management 108

Marketing Insider Group

JANUARY 30, 2024

Even worse, when they are developed exclusively by external consultants. This means your content strategy will have a material impact on new customer acquisition, revenue growth , and selling costs. We find people often know what to do, but lack the competency and discipline to execute effectively. A lot is at stake.

Ideal Customer Profiles 236

Ideal Customer Profiles Marketing & Strategy Work Management Marketing Management 236

chiefmartech

AUGUST 29, 2022

Your software vendors now enthusiastically provided expert services to help you get the most out of their products, while your service providers increasingly incorporated custom or commercial software in their delivery. And it was a major source of churn for SaaS vendors. ” Software vs. This is the essence of Martec’s Law.

Enterprise Management 123

Enterprise Management Work Management Marketing Management CMS Development 123

Engagio

APRIL 12, 2024

” – Philip Kotler, American marketing author, consultant, and professor emeritus. This, in turn, leads to steady (and predictable) revenue and lower acquisition costs over time. The goal: Your organization is not just a vendor but a valuable partner. Your team becomes an integral part of their success. Know the customer.

Marketing Management 62

Marketing Management Allocation Lead Ranking DemandBase 62

chiefmartech

DECEMBER 21, 2020

He joined as the CMO of Aetna in 2016, digitally transforming the organization through its acquisition by CVS. He now serves as an executive advisor to several cutting-edge martech vendors.

CMO 78

CMO Marketing Management Advertising Agencies Digital Transformation 78

Heinz Marketing

MAY 20, 2022

By Lauren Bensussen , Senior Marketing Consultant at Heinz Marketing. While the idea of customer success as a profit center is not new, it is regaining momentum and overtaking new logo acquisition as the main strategy for B2B revenue growth. I say this from my own experience over the past 4 years as a consultant for Heinz Marketing.

Cross-Selling 100

Cross-Selling Work Management Marketing Management Lead Ranking 100

Martech

OCTOBER 4, 2021

Since CDPs emerged as a category (around 2016, according to the CDP Institute) we became accustomed to looking across a landscape of independent vendors, most with slightly different offerings under the CDP umbrella. Salesforce’s acquisition of Datorama happened way back in 2018. Read more here. Perkuto acquired by MERGE .

Acquisitions 103

Acquisitions Marketing Automation Services Marketing Management Digital Experience Platform 103

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.

Work Management 121

Work Management Marketing Management Planning Vendors 121

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. Some consultants and analysts push this approach, too. Recall that major martech vendors have mostly cobbled together their suites via acquisition.

Enterprise Management 95

Enterprise Management Work Management Marketing Management Vendors 95

B2B Marketing Directions

JULY 9, 2022

For example, many technology vendors produce buying guides for the types of technologies they offer, and several analyst/consulting firms regularly publish "rankings" of various types of technology applications. It works exclusively with enterprise customers, and the firm emphasizes that its advice is vendor agnostic.

Enterprise Management 52

Enterprise Management Work Management Marketing Management Marketing Automation Services 52

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 102

Marketing Automation Services API Digital Transformation Acquisitions 102

nDash

OCTOBER 26, 2020

Area of expertise: Talent acquisition. Yuri Kruman – Corporate Employee Experience (EX) / HR Transformation consultant . “As Management consulting . Enterprise technology vendor and consultants . Area of expertise: Talent management & acquisition . Hiring solutions . Career advice. Recruitment .

Marketing Budget 98

Marketing Budget Marketing Budget Creation Enterprise Management Work Management 98

Martech

MARCH 21, 2023

This brings together additional content creation and research tools you might only find with other vendors. It’s worth exploring options or negotiating a better deal with your vendor. You might be paying for features you’ll never have any use for.) Dig deeper: In this economy CMOs need to spend more on training, not tech 3.

Enterprise Management 96

Enterprise Management Lead Scoring Lead Ranking Work Management 96

nDash

NOVEMBER 22, 2022

Jessie Coan, VP of Corporate Marketing , explains, “Having an outside consultant come in and work as your interim CMO if part of your goals is to revamp the marketing OARS (Objective, Audience, Results), it’s less of an emotional decision. The idea is that you may ramp down your vendors at a specific point.

CMO 52

CMO Work Management Marketing Management Lead Ranking 52

Zoominfo

OCTOBER 8, 2019

Customer acquisitions often require a combined effort from sales, marketing, product leaders, and executives. Some businesses elect to hire an external consultant. Has that need been influenced by competition, regulations, management changes, mergers, acquisitions, etc.? Enter, the Customer Insight Report.

Ideal Customer Profiles 130

Ideal Customer Profiles Work Management Marketing Management Account Based Marketing 130

ClickZ

DECEMBER 10, 2019

Based on her experience at OUP, Scollans developed a 12-step process for implementing marketing technology which she uses with her consulting clients. It is essential for technology vendors to work closely with an organization during the first couple of months of implementation. Advice to martech vendors.

Work Management 83

Work Management Press Marketing Management CMO 83

Only B2B

MAY 19, 2022

A reference from a customer or vendor partner may be priceless when it comes to securing an appointment with a desired client. Townsend Wardlow, a sales consultant, advises appointment setters to aim high and broad in order to obtain more appointments. Working your way up to the decision-maker is rarely successful.

Work Management 118

Work Management Marketing Management Cold Calling Trigger Marketing 118

chiefmartech

JUNE 15, 2023

When non-partnerships sales leaders were asked which factor has the biggest impact on a prospect’s purchase decision, prior to speaking to the sales team, trusted agencies, consultancies, and tech vendors were ranked #2, only behind opinions of people in the buyer’s own professional network.

Advertising Channels 80

Advertising Channels Marketing Management Advertising Agencies Demand Generation Agencies 80

Zoominfo

OCTOBER 8, 2019

Customer acquisitions often require a combined effort from sales, marketing, product leaders, and executives. Some businesses elect to hire an external consultant. Has that need been influenced by competition, regulations, management changes, mergers, acquisitions, etc.? Enter, the Customer Insight Report. Change drivers.

Ideal Customer Profiles 138

Ideal Customer Profiles Work Management Marketing Management Zoominfo 138

The Point

MARCH 3, 2015

It’s always been obvious that agencies were a sensible channel for marketing automation vendors to pursue, but I’m beginning to wonder whether agencies might turn out to be the primary channel for such systems, excepting only direct sales to large enterprises. Perhaps having agencies run them is the real solution instead.”.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

KoMarketing Associates

SEPTEMBER 3, 2015

You can replace “web developer” with “PR Firm”, “Branding Agency”, “marketing consultant”, etc. Even I receive emails on a weekly (if not daily) basis asking if we would resell some other SEO vendor’s packaged service offerings. How does the SEO vendor explain their process?

SEO 120

SEO Work Management Marketing Management Lead Ranking 120

TrustRadius Marketing

OCTOBER 19, 2022

Does the Software Vendor Offer Resources? Click here to read about the best time tracking software for consultants. Another great way to know if software vendors can help with growth is if they have dedicated resources to help you with implementation. Does the Software Vendor Offer Implementation Resources?

Enterprise Management 95

Enterprise Management Work Management Marketing Management Budget Programs 95

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. Clicking on ads with keyword terms (intent topics) like “services,” “software,” “outsourcing,” “consulting,” “providers,” “companies,” and “reviews.”

Intent Data 52

Intent Data Ideal Customer Profiles Intent Marketing Automation Services 52

Sage Marketing

APRIL 9, 2024

Scalability and Growth: A marketing consultant for SaaS startups can provide the strategic foundation necessary for scalable growth. Their expertise in navigating the SaaS market’s challenges, from customer acquisition to retention strategies, is invaluable.

CMO 52

CMO Work Management Marketing Management Startups 52

Customer Experience Matrix

DECEMBER 22, 2010

Summary: Teradata's acquisition of Aprimo takes the largest remaining independent marketing automation vendor off the market. Teradata announced today that is acquiring marketing automation vendor Aprimo for a very hefty $525 million – even more than the $480 million that IBM paid for somewhat larger Unica in August.

Resource Management 120

Resource Management Marketing Automation Services Enterprise Management Work Management 120

ATAK Interactive

JULY 29, 2019

First, there are thousands of metrics a company can track and only a few of them actually matter, despite what vendors with outside interests may believe. Column D – Acquisition Channel. Acquisition Channels: Referrals. Cost-Per-Acquisition . Customer Value Per Acquisition Channel . Cost-Per-Acquisition .

Enterprise Management 78

Enterprise Management Work Management Marketing Management Analysis 78

Valasys

DECEMBER 17, 2019

The acquisition of Insite will allow the Episerver to expand its reach as a technology provider in the burgeoning & digitized business-to-business marketplace. For Insite, the acquisition opens doors to Episerver’s global customer base. Why Episerver’s Acquisition of Insite is a critical move toward ‘robust’ B2B functionality?

Enterprise Management 69

Enterprise Management Work Management Marketing Management Software 69

ViewPoint

DECEMBER 17, 2013

To get an understanding of the depth of data available to B2B marketers for prospecting, we invited a set of reputable vendors to open their vaults and share details about the nature and quantity of the fields they offer. Seven vendors participated, giving us a nice range of data sources, including both compiled lists and response lists.

Lead Ranking 120

Lead Ranking Marketing Management Lead Scoring Salesforce.com 120

DiscoverOrg

JANUARY 22, 2016

IT security vendors are wise to recognize and capitalize on emerging trends: The Risks for CISOs. As an added barrier for IT sales and security vendors, DiscoverOrg triggers indicate high CIO and CISO turnover …. Many issues that Chief Information Security Officers faced in 2015 will carry into 2016.

Enterprise Management 120

Enterprise Management Paid Search Agency Privacy Mobile Advertising 120

Heinz Marketing

APRIL 20, 2023

By Sarah Threet, Marketing Consultant at Heinz Marketin g What is Purchase Intention and Intent Data? Purchase intention (or buyer intent) is a measure of each shopper’s propensity to buy a product or service. Intent data is the dataset that provides insight into the customer’s journey.

Purchase Intent 59

Purchase Intent Top of Funnel Purchase Intent 59

Valasys

MARCH 28, 2023

AI in lead generation takes the drudgery out of the time-consuming tasks of customer acquisition and management. Savings measures: AI-powered lead generation can reduce lead acquisition costs by automating many manual tasks and improving the efficiency of the sales process.

Marketing AI 52

Marketing AI Lead Ranking Lead Generation Lead Scoring 52

Customer Experience Matrix

FEBRUARY 1, 2010

Here are some quick thoughts on two items: Unica ’s acquisition of paid search bid management system MakeMeTop (now mercifully renamed Unica Search) and Alterian ’s recently-released and excellent annual marketing survey. I’ve been talking about this a lot with consulting clients but don’t think I’ve written about it at length in this blog.

Database Marketing 120

Database Marketing Paid Search Agency Demand Generation Agencies Paid Content 120

Martech

JANUARY 25, 2022

Consulting. Consulting practices rely heavily on operations, which can experience functionality issues over time. Sales analysis is vital to successful customer acquisition, and without consistent processes, teams will find it more different to make decisions, leading to poorer outcomes and wasted resources.

Enterprise Management 98

Enterprise Management Work Management Marketing Management Paid Search Agency 98

Heinz Marketing

SEPTEMBER 10, 2020

By Lauren Dichter , Marketing Consultant at Heinz Marketing. And just like B2C consumers, B2B buyers actually want to learn about a potential vendor through fun, interactive experiences (even if they don’t think they do)! We miss the hugs, the laughs, and the shoulders to lean on. But hopefully by now, we’ve also learned to cope.

B2B Marketing 95

B2B Marketing B2B Marketing & Strategy Interactive Marketing 95

Influitive

APRIL 22, 2015

Building customer loyalty increases retention—and makes acquisition easier. In today’s world buyer-empowered world, more B2B buyers consult their network of peers for advice and guidance during the purchase process. This means that a company’s loyal customers can be a key reason it makes the shortlist of potential vendors.

Forrester 100

Forrester Loyalty Peer-to-peer Research 100

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. In another video, Mike Weinberg stresses the necessity for sales to be a value creator and consultant, not just another supplier/vendor.

Lead Scoring 189

Lead Scoring Lead Ranking Work Management Paid Search Agency 189

Customer Experience Matrix

NOVEMBER 15, 2011

About half of buyers consider only one system , I’m told by various vendors. The real problem is comparing this figure and the previous 66% to… 25% of buyers consult with in-house IT. Think about that: 75% of CMOs are making a major system investment WITHOUT consulting their IT group. Here are some statistics. But they’re not.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation RFP Automation 120