Tomorrow People

JUNE 7, 2021

An examination of the key characteristics of product-led growth, and how it differs from traditional marketing or sales-led strategies. Let’s take a look at what defines product-led growth, how it differs from previous sales and marketing activities, and how to build your own PLG strategy. Focus beyond acquisition.

Enterprise Management 156

Enterprise Management Product Work Management Marketing Management 156

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

MARCH 1, 2024

Luckily, B2B retention marketing differs significantly from consumer retention efforts that rely heavily on discounts and perks. 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

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

Martech

NOVEMBER 13, 2023

The stack includes Pronto’s CRM (Pronto is an Australia-based business management vendor). The Onesend acquisition Chicago-based ActiveCampaign acquired the Australian platform Onesend in October. ” The lists are broken out into different industries — for example, education versus commercial.

Paid Search Agency 114

Paid Search Agency Marketing Automation Services Work Management SMS 114

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

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 140

Enterprise Management Marketing Management Search Marketing Lead Ranking 140

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. Hybris became SAP Hybris and then evolved into SAP Commerce Cloud, part of a broader CX suite.

Digital Experience Platform 113

Digital Experience Platform Lock-In eCommerce Verticals 113

Zoominfo

JULY 2, 2020

Poor customer acquisition: Marketers can find themselves sending email after email, with very few responses in return. Once you’ve established your goals, it becomes easier to select the tool or vendor that will best help you to achieve them. Luckily, most vendors offer training as a part of your original investment.

Marketing Automation Services 246

Marketing Automation Services Marketing Automation Automation Work Management 246

Webbiquity

FEBRUARY 24, 2017

To survive in the long run, companies need to have a sound customer acquisition and service strategy. Products or services may be similar; however, the equipment, value-added services, the experiences of workers and management, and the types of customers might differ from one business to another. Guest post by Anthony Bergs.

Work Management 246

Work Management Small Business Marketing Marketing Management Marketing & Strategy 246

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. to keep data up to date. Point-in-time data versus live data.

Marketing Analytics Tools 162

Marketing Analytics Tools Zoominfo Cold Calling Sales Qualified Leads 162

Martech

FEBRUARY 15, 2024

Mergers and acquisitions can throw your marketing plans into chaos. Sometimes, the same word from two different executives means a totally different thing. Plus, you start to see overlaps and conflicts with vendors. It’s a high-visibility project with a tight timeline.

Work Management 101

Work Management Branding Brand Identity Marketing Management 101

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

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

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

Pam Didner

OCTOBER 15, 2022

Although you have one event marketing manager accountable for the whole event, the critical event elements are parceled out in different segments to different owners. Attendee acquisition strategy. The attendee acquisition strategy is a must to get butts in seats. Start with a plan! Event goals. Event theme or tagline.

Work Management 83

Work Management Marketing Management Planning Effectiveness 83

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

Martech

DECEMBER 1, 2022

It will allow businesses to send unlimited eGift cards from well-known vendors, paying only for the value of the cards themselves. Emails, phone calls, white papers, webinars — there are many ways for marketing and sales organizations to drive acquisition and retention. ” Why we care. An onboarding strategy.

Service 125

Service SMB Fulfillment Sample 125

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

Martech

JULY 29, 2022

Once you’ve gone through the checklist to determine if you need — and are ready for — an ABM solution, the next step is to identify and contact vendors. Your vendor shortlist. For example, if enriching your ICPs with deeper technographic data is important, be sure to ask about it during vendor interviews and demos.

Enterprise Management 112

Enterprise Management Marketing Automation Services Marketing Management Account Based Marketing 112

Martech

APRIL 19, 2024

An engaged audience interested in products and services According to a study by TINT , more than three-quarters of consumers said they use social media to search or discover new products and vendors. Every business is different,” Meta’s Bui told MarTech. More questions? More personal questions? Isn’t this digital marketing heresy?

Lead Gen 110

Lead Gen Paid Content Social Media Sales Qualified Leads 110

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. Rebranding is a major strategic undertaking for any organization.

Enterprise Management 114

Enterprise Management Work Management Marketing Management Branding 114

Martech

NOVEMBER 8, 2023

Since 2015, my team has conducted vendor-agnostic primary research into high-performance account-based sales and marketing strategies. We examine how marketers do the core functions of these strategies and what the high-performing programs do differently to isolate success patterns and share them with our clients. The key takeaway?

Ideal Customer Profiles 124

Ideal Customer Profiles Profiling Marketing Management Intent Signal 124

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.

Work Management 112

Work Management Marketing Management Marketing Analytics Tools Digital Marketing Funnels 112

Martech

JULY 20, 2022

It’s a fairly new niche, and vendors are coming at it from different angles. Others are building upon expertise in other channels, such as call analytics or customer intelligence, by evolving through development or acquisitions. Everyone’s journey may be slightly different.

Work Management 95

Work Management Enterprise Management Marketing Management Touchpoints 95

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?

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

Customer Experience Matrix

MAY 8, 2018

firms are planning to apply GDPR standards worldwide, if only because that’s so much easier than applying different rules to EU vs non-EU persons. 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.

Advertising Agencies 166

Advertising Agencies Marketing Proposals Barriers Vendors 166

Martech

APRIL 26, 2022

The email marketer is sending out promotional campaigns, triggered campaigns –all kinds of different things to get a conversion.” “The ’email lifecycle’ … is an archaic term, something that we need to think differently about,” said Phelan. “They consume everything that we do.

Marketing Automation Services 115

Marketing Automation Services Touchpoints Work Management Marketing Management 115

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

Zoominfo

OCTOBER 19, 2021

On a recent episode of the Business Breakdowns podcast , Schuck talked about lessons from ZoomInfo’s mergers and acquisitions, discussed how data influences today’s sales teams, and offered advice to aspiring business builders. But Schuck got a different perspective when Chris Hays, now ZoomInfo’s chief operating officer, joined the company.

Zoominfo 130

Zoominfo Privacy Sales Cycle Acquisitions 130

Engagio

FEBRUARY 25, 2021

Demandbase has always taken a different approach to target account identification. One of the many additional benefits that the Engagio acquisition provided Demandbase was data — and lots of it. Any vendor that doesn’t spend most of their time making sure their account identification is accurate will hurt your business.

DemandBase 111

DemandBase Classified Ads Vendors Comparison 111

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. Orchestrating the entire content lifecycle. Chief Product Officer Justin Anovick conceded that this required “threading the needle.”

Digital Asset Management 108

Digital Asset Management Enterprise Management CMS Development Work Management 108

Martech

MAY 3, 2022

“Would this crisis be the catalyst for consolidating if not out right collapsing the vast and vibrant martech vendor universe?” There were almost 1,000 exits from the space in the last two years, representing acquisitions or other business transformations, or simply failures. The landscape looks different.

Marketing Management 111

Marketing Management Long Tail Marketing Acquisitions Digital Transformation 111

Zoominfo

APRIL 13, 2020

Are there differences in selling to women vs. men in the B2B sales process? Martin , ZoomInfo surveyed 350+ B2B buyers, and we put this question to the test: Are there differences selling B2B solutions to women and men? In fact, there are some significant differences. That was the question we set out to discover.

Cold Calling 130

Cold Calling Peer-to-peer Zoominfo Outreach 130

ClickZ

JUNE 1, 2020

The Lean AI Autonomy Scale serves as a framework for assessing how the different capabilities of martech vendors stack up with AI in the industry. A range of emerging vendors are out there today using Artificial intelligence to automatically optimize advertising spend and targeting. The evolved AI of today.

Marketing AI 138

Marketing AI Work Management Marketing Automation Services Marketing Management 138

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 105

Acquisitions Marketing Automation Services Marketing Management Digital Experience Platform 105