Martech

JULY 14, 2022

The vendors respond. A great number of ABM vendors provide everything from all-in-one platforms to enable ABM strategies, to adjacent services like data enrichment, identity resolution, analytics, and interaction management/orchestration to B2B marketers ramping up their programs. Consolidation of ABM and demand gen. More M&A.

Account Based Marketing 114

Account Based Marketing Enterprise Management Work Management Marketing Management 114

Salesforce Marketing Cloud

DECEMBER 6, 2023

For example, a banker or service agent may have data on a client’s financial account, goals, life milestones, and account alerts. Partners have additive solutions for critical components (like credit verification or identity checks, for example) and can be built once and deployed across all teams.

Work Management 102

Work Management Marketing Management CRM Service 102

ANNUITAS

SEPTEMBER 21, 2018

A Memo from CEO Adam Needles to ANNUITAS clients on the Adobe Acquisition of Marketo. – A short second … this is a welcome acquisition. That’s important because too often this type of acquisition results in mass talent exodus. Good morning. You probably saw that late yesterday Adobe bought Marketo.

Marketo 193

Marketo Acquisitions Marketing Automation Services Enterprise Management 193

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

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 102

Paid Search Agency Marketing Automation Services Work Management SMS 102

Zoominfo

FEBRUARY 14, 2021

Point-in-time data is what legacy data vendors provide. Modern data vendors provide their customers with live data. Let’s look at some examples. 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 162

Marketing Analytics Tools Zoominfo Cold Calling Sales Qualified Leads 162

Zoominfo

MAY 23, 2023

This information can be analyzed to identify account intent, or how likely prospects at a particular company are to engage with a particular vendor. For example, you likely have more target accounts than your sales reps can follow up within a given timeframe, so you need to prioritize the most important ones.

Intent Data 130

Intent Data Intent Work Management Marketing Management 130

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

FEBRUARY 24, 2022

Analytics-driven risk management platform Verisk has announced the acquisition of Infutor, one of the best-known players in the identity resolution and consumer intelligence space. In 2020 it acquired consumer behavioral data and lead intelligence vendor Jornaya. The cost of the acquisition was $223.5 households.

Marketing Management 87

Marketing Management Vendors Lead Scoring Lead Ranking 87

Martech

SEPTEMBER 14, 2023

What I have observed over the past two years is that, while cutbacks in marketing may reduce customer acquisition cost, they can also deliver a considerable hit to annual contract value — as much as a 45% fall-off. “We It also provides clarity on how future investments with vendors are made. #2 You won’t win by trying to defend it all.

Marketing Analytics Tools 113

Marketing Analytics Tools Marketing Budget Enterprise Management Work Management 113

Zoominfo

JULY 2, 2020

Let’s look at an example: You send out an email to leads encouraging them to sign up for a webinar. 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

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. For example, many businesses spend thousands of advertising dollars on Google Adwords. Guest post by Anthony Bergs.

Work Management 246

Work Management Small Business Marketing Marketing Management Marketing & Strategy 246

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

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. Let’s look at some examples. However, for a GTM strategy, the static data won’t reflect recent changes such as mergers and acquisitions or c-suite shuffles.

Marketing Analytics Tools 130

Marketing Analytics Tools Zoominfo Cold Calling Sales Qualified Leads 130

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. Examples of Useful Trigger Events.

Ideal Customer Profiles 253

Ideal Customer Profiles B2B Sales Marketing Automation Services Work Management 253

Martech

FEBRUARY 15, 2024

Mergers and acquisitions can throw your marketing plans into chaos. Plus, you start to see overlaps and conflicts with vendors. For example, microsites might be needed for prospecting campaigns, while deep product content can live within the site’s current structure. Brand alignment and product strategy will evolve.

Work Management 87

Work Management Brand Identity Branding Marketing Management 87

Martech

SEPTEMBER 9, 2021

Lexalytics, an established leader in the natural language processing (NLP) and analytics space yesterday announced its acquisition by InMoment, the customer and employee experience platform. It’s also a rare example of a vendor almost dominating its niche in the market. Why we care.

Acquisitions 87

Acquisitions Vendors Analysis Customer Surveys 87

Marketing Insider Group

JANUARY 30, 2024

An example and symptom is when personas are developed exclusively by internal people. Since this is such an important requirement I’ll provide a few examples of categories we often find missing or inadequately built out in Personas we evaluate: Beliefs. For example, a primary “job of content” is to address buyer questions.

Ideal Customer Profiles 244

Ideal Customer Profiles Marketing & Strategy Work Management Marketing Management 244

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. Getting real with upper-funnel expectations We need to rethink how we approach the early stages of marketing traditionally focused on brand awareness.

B2B Marketing 101

B2B Marketing Trends B2B Planning 101

Engagio

APRIL 12, 2024

This, in turn, leads to steady (and predictable) revenue and lower acquisition costs over time. Companies can allocate their resources towards improving products or services and enhancing customer experiences rather than constantly investing in acquisition strategies. Your team becomes an integral part of their success.

Marketing Management 62

Marketing Management Allocation Lead Ranking DemandBase 62

Martech

JUNE 14, 2022

The platform supports software sales by providing a cloud-based environment in which vendors can offer virtual, hands-on demos, proofs of concept and training. An effective proof of concept is one key to customer acquisition. The product experience is one key to customer retention.

Hubspot 87

Hubspot Product Training B2B Sales 87

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 102

Enterprise Management Work Management Marketing Management Brand Identity 102

Martech

OCTOBER 28, 2021

Just a few years ago, I was at an email conference in Las Vegas, talking about the eras of email and how the then-recent space of acquisitions and mergers changed the trajectory of email innovation. But now we’re starting to see movement, with another surge in email company mergers and acquisitions. The next era of acquisition.

Acquisitions 129

Acquisitions Marketing Budget Paid Search Agency Thought Leadership 129

Customer Experience Matrix

MAY 8, 2018

The best example is Google’s proposed consent tool for publishers , which limits consent to no more than twelve data partners. 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

The Point

APRIL 16, 2019

The key to determining at what point an expensive click becomes TOO expensive is understanding a few key data points: * Maximum Allowable Cost Per Lead (MACPL) * Customer Lifetime Value (LTV) * Customer Acquisition Cost (CAC). Yet, many B2B companies don’t take the time to compute these numbers, or even basic funnel metrics.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

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

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. Content tracks.

Work Management 83

Work Management Marketing Management Planning Effectiveness 83

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

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 98

Enterprise Management Marketing Automation Services Marketing Management Account Based Marketing 98

Martech

NOVEMBER 22, 2022

For example, the Capability Maturity Model, developed in the late 1980s, was used by the U.S. Department of Defense (DoD) to evaluate its vendors’ ability to deliver on software development projects effectively. And in many cases, when the vendor does understand the job, the product isn’t quite right to get the job done.

Work Management 116

Work Management Marketing Management Planning Vendors 116

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. For any tech vendor, being able to show value quickly can translate to more sales.

Zoominfo 130

Zoominfo Privacy Sales Cycle Acquisitions 130

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. Why we care.

Work Management 112

Work Management Marketing Management Marketing Analytics Tools Digital Marketing Funnels 112

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. Consider Apple’s much ballyhooed push into services as an example of this blending.

Enterprise Management 123

Enterprise Management Work Management Marketing Management CMS Development 123

Martech

JULY 19, 2022

Although XP itself hasn’t been transitioned to the new cloud architecture, the CDP acquisition is natively embedded into XM Cloud. ” For example, a customer that needs digital asset management (DAM) will be able to buy just that module whereas previously it had been necessary to buy the full DXP. ” Why we care.

Digital Asset Management 89

Digital Asset Management Enterprise Management Marketing Management Digital Experience Platform 89

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

KoMarketing Associates

MARCH 13, 2018

Technology and software vendors realize how important SEO can be for generating leads and building brand awareness for their solutions and the organization in general. The most common examples are social media platforms and blog comments. Examples include Crunchbase , CabinetM , and G2Crowd potentially.

Marketing Management 182

Marketing Management Link Building Software B2B Marketing 182

Martech

OCTOBER 6, 2022

The collaboration piece comes from Optimizely’s 2020 acquisition of Welcome (now Optimizely Content Management). Shell adopted Welcome before its acquisition by Optimizely, and is its largest customer (the second largest is GE). On the expo floor at Opticon 2022. Shell: The heart of the digital eco-system. Hardly agile.

Enterprise Management 88

Enterprise Management Work Management Marketing Management Digital Experience Platform 88