Marketing Insider Group

SEPTEMBER 9, 2020

What is the measure of your B2B marketing campaign’s success? As CEOs worldwide are looking at marketing as a growth driver , they have become more critical in measuring all marketing efforts’ performance. Analyze your website’s traffic (through tools like Google Analytics) to help measure your marketing performance.

Cost per Lead 258

Cost per Lead ROMI CPL Churn Rate 258

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

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

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

Martech

FEBRUARY 15, 2024

Mergers and acquisitions can throw your marketing plans into chaos. Ensure you know the brand and marketing objectives and how the integration will be measured. Plus, you start to see overlaps and conflicts with vendors. It’s a high-visibility project with a tight timeline. Get everyone aligned on timelines.

Work Management 101

Work Management Brand Identity Branding Marketing Management 101

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

Zoominfo

JULY 2, 2020

Poor customer acquisition: Marketers can find themselves sending email after email, with very few responses in return. Ask yourself, is my goal specific, measurable, actionable and realistic? Once you’ve established your goals, it becomes easier to select the tool or vendor that will best help you to achieve them.

Marketing Automation Services 246

Marketing Automation Services Marketing Automation Automation Work Management 246

Zoominfo

OCTOBER 28, 2020

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

Intent Data 208

Intent Data Zoominfo Buyer Intent Intent 208

Engagio

FEBRUARY 25, 2021

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. We’ve never lost an account identification match test to another vendor.”.

DemandBase 111

DemandBase Classified Ads Vendors Comparison 111

Martech

MARCH 4, 2022

Cost-per-acquisition (CPA) is how brands measure the efficiency with which they acquire new customers. This metric alone is not the measure of success, but it is a milepost on the way towards figuring out the return on investment (ROI) of the marketing spend. There is no sale without a customer. How many customers did you find?

Cost per Acquisition 109

Cost per Acquisition Top of Funnel Cost CPA 109

Martech

NOVEMBER 8, 2023

Since 2015, my team has conducted vendor-agnostic primary research into high-performance account-based sales and marketing strategies. This is critical for targeting and measurement. The key takeaway? All customers are not created equal, and all revenue isn’t necessarily profitable.

Ideal Customer Profiles 124

Ideal Customer Profiles Profiling Marketing Management Intent Signal 124

Martech

NOVEMBER 22, 2022

And for those who say the success of martech within an organization depends on some subjective measure of digital maturity, martech maturity, customer experience maturity or any other type of maturity for that matter, I beg to differ. It is a measuring stick, an indicator of progress. The maturity model trap. No overbuying.

Work Management 122

Work Management Marketing Management Planning Vendors 122

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. Incrementality tests measure the impact of your entire marketing campaign and individual campaign components that help drive traffic.

B2B Marketing 110

B2B Marketing Trends B2B Planning 110

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

ClickZ

FEBRUARY 9, 2023

The implementation of regulatory and technological changes has resulted in a series of systemic shocks, fundamentally altering the approaches to target, measure, and attribute advertising. Denial Traditionally, marketers often use ad-platform tools to measure performance because they’re free and easy to use.

Advertising Agencies 104

Advertising Agencies Advertisements Advertising Paid Search Agency 104

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

Martech

JULY 18, 2022

Have we established KPIs and put a system in place for tracking, measuring and reporting results? Once you have satisfactory answers to the above questions, you can start drawing up a list of vendors to contact with RFPs. It is also needs to be clear which team (or combinations of teams) will own the solution. Processing.Please wait.

Enterprise Management 101

Enterprise Management Account Based Marketing Work Management Marketing Management 101

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. On top of that, many of the media measurement approaches (e.g., Drive consumer acquisition through more scalable look-a-like audiences. Challenge: Measurement.

Lead Ranking 99

Lead Ranking Lead Scoring Work Management Paid Search Agency 99

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

Thinkers360

MARCH 22, 2024

Navigating AI in Contact Centers with NICE’s Carmit DiAndrea , Lopez Research Analyst Perspective: AI and Growth Drive HPE’s Strategic Acquisition of Juniper, But It’s Too Early to Declare Victory. Highlighted Content : 33. I’m enjoying the journey. Thinkers360: What is the favorite part of your current role?

B2B Thought Leadership 52

B2B Thought Leadership Marketing AI Thought Leadership Research 52

Modern B2B

OCTOBER 20, 2023

When the economy isn’t favourable, it typically makes new business acquisition tough, so naturally, we turn to existing customers. This was particularly true for cloud vendors, so differentiation is key – and that stems from understanding your customer and looking at things through their eyes. What was more worrying was the 4.4%

Forrester 52

Forrester Cost per Acquisition Cross-Selling B2B 52

DiscoverOrg

APRIL 20, 2017

When it comes measuring the health of our prospect data, we’re used to showing raw growth in the number of contacts and accounts, or a coverage percentage for target accounts or personas. Bad data exposes organizations to penalties, fines, degradation of brand reputation, customer attrition, weaker vendor negotiations, and much more.

ROI 269

ROI Top of Funnel Ideal Customer Profiles Marketing Management 269

Marketing Insider Group

JANUARY 30, 2024

Impact Developing methods to measure the impact of problems on business, functional and persona performance and outcomes is usually completely missing from content strategies we see. 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

LeadsRX

FEBRUARY 16, 2021

radio broadcaster, now has digital audio measurement capabilities, as well as a new content delivery system that dynamically inserts ads into digital audio streams and podcasts – where Triton Digital hangs its hat. No doubt, accurately measuring your advertising performance on the many podcast marketing channels is more important than ever.

Multi-Touch Attribution 98

Multi-Touch Attribution Acquisitions Multi-Channel Broadcasting 98

Vidyard

MARCH 5, 2021

With that growth comes the need to organize, track, and measure your video investments’ effectiveness, which means the time has come to evaluate an online video platform built for business. An online video platform can be used to host videos and measure their impact. Learn More. A Tool to Help You. T is for Track.

Enterprise Management 155

Enterprise Management Work Management Video Marketing Marketing Management 155

Heinz Marketing

MAY 20, 2022

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. PLG works because people are most open to optimizing their experience with a vendor when they’re already benefitting from said vendor in real-time.

Cross-Selling 107

Cross-Selling Work Management Marketing Management Lead Ranking 107

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

PathFactory

MAY 24, 2023

PathFactory partnered with GTM Partners , a data-driven go-to-market analyst firm, to gain a deeper understanding into how existing and previous customers leverage PathFactory and measure its benefits. 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

Engagio

APRIL 12, 2024

Along with new business, customer retention is often seen as a critical metric for measuring the health and growth of a company. 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. Know the customer.

Marketing Management 62

Marketing Management Allocation Lead Ranking DemandBase 62

Martech

OCTOBER 18, 2021

He was responding to my growing sense that how vendors or customers refer to solutions is getting more and more blurred. Coveo, the relevance cloud, has announced the acquisition of London-based Qubit, the commerce-focused personalization engine. The acquisition brings together two well-known players in the AI-driven commerce space.

Marketing Automation Services 105

Marketing Automation Services Top of Funnel Paid Search Agency Privacy 105

Porch Group Media

MAY 17, 2022

New research from V12 and Ascend2’s The Marketers Perspective on Mover Marketing report finds that mover marketing programs have a significant impact on the overall success of marketing performance, providing tremendous boosts in acquisition and retention initiatives. Measuring ROI. Creating a strategy.

First-Mover Advantage 52

First-Mover Advantage Cost per Acquisition Allocation Work Management 52

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. This set of tactics take more time and effort and it may also be difficult to measure short-term gains and direct “wins”. Strategic, long-term link building campaigns.

Marketing Management 182

Marketing Management Link Building Software B2B Marketing 182

Martech

DECEMBER 7, 2021

Software adoption matters to businesses and frequently has a measurable effect on the bottom line. 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

Engagio

FEBRUARY 25, 2021

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. We’ve never lost an account identification match test to another vendor.”.

DemandBase 71

DemandBase Classified Ads Vendors Comparison 71

Customer Experience Matrix

MAY 24, 2014

On May 6, AOL and Google announced their respective acquisitions of attribution vendors Convertro and Adometry. After years of big marketing automation acquisitions, these transactions show industry giants investing in a different type of marketing technology. See my 2013 post on Adometry for details.)

Marketing Automation Services 120

Marketing Automation Services Marketing Management Vendors Acquisitions 120

Porch Group Media

MAY 4, 2021

Although marketers plan to increase budget, confidence in measuring ROI for each channel is not as high. 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.

Acquisitions 84

Acquisitions Planning First-Mover Advantage Marketing & Strategy 84