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 136

Enterprise Management Marketing Management Search Marketing Lead Ranking 136

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. By using intent data, you can see how key terms such as “mergers and acquisitions” spike ahead of a major deal announcement. Here’s another example from ZoomInfo CEO Henry Schuck.

Intent Data 130

Intent Data Intent Work Management Marketing Management 130

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

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

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. Get articles selected just for you, in your inbox Sign up now 3.

Work Management 102

Work Management Marketing Management CRM Service 102

Zoominfo

JULY 2, 2020

Poor customer acquisition: Marketers can find themselves sending email after email, with very few responses in return. Because without personalized, relevant content, marketing automation falls short. 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

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 97

Enterprise Management Marketing Automation Services Marketing Management Account Based Marketing 97

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. They might need to do more research and compare prices from various vendors before they make a purchase. Giving up Too Early.

Work Management 246

Work Management Small Business Marketing Marketing Management Marketing & Strategy 246

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. Today, we have things like automation, data, and buyer personas to fall back on. And in order to achieve that, you need buyer personas.

Ideal Customer Profiles 264

Ideal Customer Profiles Buyer Personas Planning Zoominfo 264

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. What is a Trigger Event?

Ideal Customer Profiles 253

Ideal Customer Profiles B2B Sales Marketing Automation Services Work Management 253

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 You achieve this when combining relevant ecosystem strategies with more intelligent self-adjusting execution.

Marketing Analytics Tools 113

Marketing Analytics Tools Marketing Budget Enterprise Management Work Management 113

Marketing Insider Group

SEPTEMBER 9, 2020

Identify the relevant data and statistics to accurately measure your marketing success or you’ll miss the opportunity for improvement and growth. Customer Acquisition Cost (CAC). Use this formula to calculate CAC: Customer Acquisition Cost = Sales and Marketing Cost / New Customers.

Cost per Lead 258

Cost per Lead ROMI CPL Churn Rate 258

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. Monitor forums and applicable online communities for discussions relevant to your industry and solutions. Participate in relevant discussions on Quora.

Marketing Management 182

Marketing Management Link Building Software B2B Marketing 182

Martech

SEPTEMBER 13, 2021

TransUnion’s acquisition of Neustar makes sense, because it nicely complements Tru Optik’s assets and it gives Neustar access to a huge offline data source,” said Hugo Loriot, Partner at You & Mr Jones data company, fifty-five. widening the gap between the EMEA and U.S. martech landscape.”. Why we care.

Advertising Agencies 95

Advertising Agencies Paid Search Agency Acquisitions Vendors 95

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 101

Enterprise Management Work Management Marketing Management Brand Identity 101

Webbiquity

JUNE 20, 2017

75% of executives will read unsolicited material if it’s relevant to their business ( source ). Data acquisition and analysis will look different at every company. Leading vendors will typically provide potential customers with a free trial, a data sample, or a complimentary data analysis. Get Started.

Account Based Marketing 229

Account Based Marketing Ideal Customer Profiles ABM Zoominfo 229

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. ” write Brinker and Riemersma.

Marketing Management 104

Marketing Management Long Tail Marketing Acquisitions Digital Transformation 104

Zoominfo

MARCH 15, 2022

This is meant to broaden your keyword selection so more relevant people can find you. But the more complicated your product is, the less likely suggested keywords are to be relevant. Although related, it’s probably not relevant to your product. It’s measured by click-through rate, ad relevance, and landing page experience.

Budget Programs 130

Budget Programs Paid Search Agency Lead Ranking Work Management 130

Zoominfo

JUNE 14, 2022

Others spent months setting up new tools and managing new vendors, rather than creating data-driven motions that unlock market-making plays. Realizing Sales Potential This specialization can make hiring GTM Ops roles challenging — especially in today’s intensely competitive talent acquisition landscape. The result?

Marketing Analytics Tools 130

Marketing Analytics Tools Work Management Marketing Management Ideal Customer Profiles 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. Well, relatively happy anyway.

Marketing AI 138

Marketing AI Work Management Marketing Automation Services Marketing Management 138

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

Marketing Insider Group

JANUARY 30, 2024

We’re seeing better content quality, more relevant and engaging material, faster delivery, and lower costs. Either way, the details at each stage must be relevant to your specific buyers. This means your content strategy will have a material impact on new customer acquisition, revenue growth , and selling costs.

Ideal Customer Profiles 236

Ideal Customer Profiles Marketing & Strategy Work Management Marketing Management 236

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. Some players have newly architected solutions specifically targeted at meeting this particular need.

Work Management 84

Work Management Enterprise Management Marketing Management Touchpoints 84

Customer Experience Matrix

AUGUST 27, 2015

Predictive analytics vendor Fliptop today announced its acquisition by B2B social network LinkedIn. I would have looked so much more prescient had they announced the acquisition after I had published this post! I would have looked so much more prescient had they announced the acquisition after I had published this post!

Account Based Marketing 120

Account Based Marketing Work Management Analytics Linkedin 120

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. They want a quarter-inch hole!”

Work Management 115

Work Management Marketing Management Planning Vendors 115

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. Why we care. Read more here. Perkuto acquired by MERGE

Acquisitions 90

Acquisitions Marketing Automation Services Marketing Management Digital Experience Platform 90

Biznology

AUGUST 25, 2020

In the same way, businesses are constantly looking for ways to boost conversion rates, to inspire more purchases from existing customers and to increase customer acquisition, as well. Every year or so, the world comes up with a slew of gimmicks and trends that rise to the top as the most successful and relevant for various industries.

Conversion Rate 104

Conversion Rate Conversion Work Management Marketing Management 104

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

Martech

MARCH 4, 2022

Cost-per-acquisition (CPA) is how brands measure the efficiency with which they acquire new customers. The smaller outfit lacks the brand equity, data and customer acquisition. Pass it back to the vendor.” Brands also need to refresh creatives to maintain interest and relevancy, which is often overlooked.” Tag all events.

Cost per Acquisition 106

Cost per Acquisition Top of Funnel Cost CPA 106

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?

Zoominfo 100

Zoominfo Intent Data Buyer Intent Intent 100

Content Standard

DECEMBER 6, 2023

Title Options A Quick Start to Research-Informed Content for Healthcare Vendors Healthcare Vendors and Research-Informed Content: 4 Tactics You Can Implement Today Healthcare Vendors and Research-Informed Content-Part 1: The Low-Hanging Fruit “Half of them are working off instinct and hunches.”

Work Management 52

Work Management Marketing Management Vendors Research 52

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

ANNUITAS

DECEMBER 20, 2018

Earlier in the year, Deloitte found that more than a third of corporations with revenue over $1 billion intended to pick up the pace on acquisitions. Hogan Lovells projects a continuation of what we saw in 2018 in terms of a healthy environment for mergers and acquisitions to take place. What can we expect in 2019?

Demand Generation 140

Demand Generation Account Based Marketing Demand Marketing AI 140

Martech

MAY 31, 2023

Workbooks Some vendors provide relevant workbooks. “Merge Your Stacks: A Guide to Integrating and Optimizing Marketing Technology Stacks Post Merger or Acquisition” by Anita Brearton and Sheryl Schultz. Making Sense of Martech” with Juan Mendoza. OpsCast” from MO Pros. The Stack” from McGaw.io.

Work Management 100

Work Management Viral Marketing Marketing Management Cold Calling 100

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 89

Marketing Automation Services API Digital Transformation Acquisitions 89

Engagio

OCTOBER 18, 2023

Personalized – based on relevant, crafted conversations instead of standard, one-size-fits-all scripts. The key buying signal is usually when you observe an increase in the number of unique people from the account engaging with relevant content. Relevance separates quality sales development from spam.

DemandBase 71

DemandBase Sales Qualified Leads Account Based Marketing CAN-SPAM 71

Martech

MAY 10, 2022

Last year, Forrester reported that about 90% of 650 tech buyers surveyed want vendors to provide content that’s relevant at every stage of the buying journey. Buyers are guiding themselves down the funnel, gathering information and turning to peers before engaging with vendors. “I Combining buyer intent with social proof.

Buying Cycle 84

Buying Cycle Intent Ideal Customer Profiles Planning 84