Salesforce Marketing Cloud

DECEMBER 6, 2023

Pre-built CRM solutions allow the banker or service agent to view their customer’s portfolio holistically and provide personalized advice and guidance to their customers versus a generic CRM lacking rich data. 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

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

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 137

Enterprise Management Marketing Management Search Marketing Lead Ranking 137

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. He views ZoomInfo on the opposite end of the spectrum: “Our average sale cycles are sub-30 days.

Zoominfo 130

Zoominfo Privacy Sales Cycle Acquisitions 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 99

Enterprise Management Marketing Automation Services Marketing Management Account Based Marketing 99

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

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 Ranking 156

Lead Ranking Lead Scoring Analytics Forecasting 156

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 103

Enterprise Management Work Management Marketing Management Branding 103

Martech

OCTOBER 1, 2021

Marketing ops professionals don’t have the negotiating skills of procurement professionals; they have less ability to assess the overall health of the vendor they’re buying from; and they don’t necessarily have the view across procurements by all departments within an organization. Read more here. Read more here. Why we care.

Marketing Attribution 106

Marketing Attribution Marketing Automation Services Allocation InsideView 106

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

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 131

Acquisitions Marketing Budget Paid Search Agency Thought Leadership 131

Customer Experience Matrix

DECEMBER 1, 2017

In no particular order, things I didn’t quite expect this year include: - pushback against the walled garden vendors (Facebook, Google, Amazon, Apple, etc.) To take a more positive view: voice interfaces will force innovation in how marketers sell and put a premium on agent-based services that make more decisions for consumers.

Marketing AI 149

Marketing AI Cable Paid Search Agency Amazon 149

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 85

Work Management Enterprise Management Marketing Management Touchpoints 85

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 Marketing & Strategy 62

Customer Experience Matrix

MAY 8, 2018

The most experienced people I’ve spoken with in recent days have had a similar view, pointing to previous EU privacy regulations that turned out to be mostly toothless. This would inevitably lead to smaller firms being excluded from data acquisition. Some see this as a ploy by Google to hobble its competitors, and maybe they're right.

Advertising Agencies 166

Advertising Agencies Marketing Proposals Barriers Vendors 166

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 106

Marketing Management Long Tail Marketing Acquisitions Digital Transformation 106

Martech

JULY 19, 2022

“With our evolution we view a world which we want to be fully multi-tenant, fully headless and fully composable. Although XP itself hasn’t been transitioned to the new cloud architecture, the CDP acquisition is natively embedded into XM Cloud. XP is typically purchased by customers as a managed cloud solution.

Digital Asset Management 91

Digital Asset Management Enterprise Management Marketing Management Digital Experience Platform 91

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. Triggers provide an excellent view into how a company is changing, allowing your sales team to see future possibilities.

Ideal Customer Profiles 253

Ideal Customer Profiles B2B Sales Marketing Automation Services Work Management 253

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 Reviews as a gateway to buyer intent.

Buying Cycle 85

Buying Cycle Intent Ideal Customer Profiles Planning 85

Martech

OCTOBER 14, 2021

A customer-focused, outside-in — from the customer’s point of view — approach, rather than a product-, department- or company-led approach. A viewpoint that starts with acquisition but spans the ownership and advocacy aspects of the customer journey. A focus on the lifetime value of the customer. Cross-channel data.

Marketing Automation Services 107

Marketing Automation Services Enterprise Management Work Management Marketing Management 107

Martech

NOVEMBER 22, 2022

I support that view because I’ve seen repeated proof of its truth in the wild. 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 117

Work Management Marketing Management Planning Vendors 117

Vidyard

MARCH 5, 2021

The best part of using an online video platform for sales is having a direct correlation to revenue by integrating view data with your CRM. And if there’s a very specialized requirement your company has, can the vendor build it for you? Different levels of viewing permissions. Demand Metric Report, 2020. Taggable folders.

Enterprise Management 155

Enterprise Management Work Management Video Marketing Marketing Management 155

TrustRadius Marketing

OCTOBER 27, 2022

One of the biggest professional commitments is the marriage between a vendor and a buyer. The software your team needs comes with a vendor relationship you’re going to foster, and like in real marriage you need to choose the right one. What is the Vendor Selection Process? Our Tips For Vendor Selection Criteria.

Enterprise Management 98

Enterprise Management Work Management Vendors Budget Programs 98

Engagio

MAY 31, 2021

The future deprecation of third-party cookies in Chrome will impact many B2B advertising vendors — especially those who primarily use third-party white-labeled DSPs, where they aren’t in complete control of the technology. Demandbase understands this well, evidenced by our recent acquisitions of two leading data companies.

DemandBase 77

DemandBase Spyware Marketing Automation Services Lead Ranking 77

chiefmartech

JUNE 15, 2023

As you’d expect, partnerships people tend to report a more optimistic view. The non-partnerships leaders bring a more objective lens, so I view their responses as closer to the ground truth. The one criteria on which they don’t is customer acquisition costs (CAC). This makes sense.

Advertising Channels 80

Advertising Channels Marketing Management Advertising Agencies Demand Generation Agencies 80

KoMarketing Associates

JULY 22, 2016

Fix this by: Finding the offending pages via the Referrals report (under Acquisition -> All Traffic). Fix this by: Finding the offending site via the Referrals report (under Acquisition -> All Traffic). Your co-workers, vendors, and partners that work on your website are visiting it CONSTANTLY.

Marketing Analytics Tools 120

Marketing Analytics Tools Analytics Google Paid Search Agency 120

KoMarketing Associates

JULY 22, 2016

Fix this by: Finding the offending pages via the Referrals report (under Acquisition -> All Traffic). Fix this by: Finding the offending site via the Referrals report (under Acquisition -> All Traffic). Your co-workers, vendors, and partners that work on your website are visiting it CONSTANTLY.

Marketing Analytics Tools 0

Marketing Analytics Tools Analytics Google Paid Search Agency 0

xiQ

JANUARY 30, 2023

This means B2B buyers expect sellers to not only know their products but also to convince them how their products are unique from their vendors. This means B2B buyers expect sellers to not only know their products but also to convince them how their products are unique from their vendors.

B2B Sales 126

B2B Sales Work Management B2B Marketing Management 126

Customer Experience Matrix

SEPTEMBER 7, 2016

The big changes started in the 1990’s when email and Web marketing provided a flood of data about customer behaviors and vendors responded with a flood of new systems to work with it. But it wasn't until the late 2000’s that the number of vendors truly exploded. And it only gets worse (from the martech vendor point of view).

Work Management 120

Work Management Marketing Management Salesforce.com Vendors 120

Martech

MAY 31, 2023

Of interest to martech practitioners, Smith discusses the evolution of metrics that are so important to us, like page views and unique visitors. Workbooks Some vendors provide relevant workbooks. While it has a broader media focus, the history he chronicles directly affects martech. Making Sense of Martech” with Juan Mendoza.

Work Management 102

Work Management Viral Marketing Marketing Management Cold Calling 102

LeadsRX

FEBRUARY 16, 2021

Because LeadsRx is the podcast attribution solution that includes podcasting alongside other marketing campaigns such as Google and Facebook, marketers receive a complete view of their podcast marketing performance. The days of digital-only advertising aren’t over, but watch for a wave of ad dollars shifting to these non-digital offerings.

Multi-Touch Attribution 98

Multi-Touch Attribution Acquisitions Multi-Channel Broadcasting 98

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

Customer Experience Matrix

SEPTEMBER 30, 2016

I’ve spent a lot of time recently talking to Customer Data Platform vendors, or companies that looked like they might be. It can work with data from multiple sources, relying on partner vendors such as SnapLogic and MuleSoft for data acquisition and Tamr , Alteryx , and Trifacta for data preparation.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 120

SmartBug Media

OCTOBER 1, 2020

Customer acquisition cost (CAC) = Marketing spend by channel ÷ New customers generated by channel. Take inventory of every technology, vendor, and advertising or media cost that count against your budget. Viewing marketing as a growth center instead of a cost center. Controlling technology and vendor costs.

Marketing Budget Creation 82

Marketing Budget Creation Marketing Budget Budget Programs Cost per Lead 82

LeadsRX

OCTOBER 5, 2021

For marketing analytics software in particular, consumer trust is a key responsibility as systems gather important data about how consumers arrive to websites, view content, purchase products, and more. While such data can be left as anonymous data points, marketers often need to associate specific identities to validate results.

Budget Programs 84

Budget Programs Privacy Multi-Touch Attribution Software 84

LeanData

MAY 6, 2022

After its acquisition by Forrester, the model is now branded the B2B Revenue Waterfall, and it focuses on buying groups — called demand units — rather than traditional leads. . Regarding the “build versus buy” dilemma faced by so many, Liz and her team invited several vendors, including both Forrester and LeanData, to a workshop.

De-duping 96

De-duping Marketing Automation Services Lead Ranking B2B 96

Customer Experience Matrix

MAY 21, 2012

Experian Marketing Services yesterday announced its acquisition of marketing automation vendor Conversen. This is the third marketing automation acquisition in the past month, following Intuit’s purchase of Demandforce and FICO’s purchase of Entiera.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Advertising Agencies Marketing Automation 120