ANNUITAS

DECEMBER 11, 2023

Ninety-four percent of marketers are using AI tools as part of their GTM Tech Stack, according to Deloitte’s bi-annual CMO survey. The top use cases, not surprisingly, are content creation and personalization for GTM activities. It may be that the B2B CMO role is past its prime; regardless, CMOs are tired of being set up to fail.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ClickZ

DECEMBER 10, 2019

It is essential for technology vendors to work closely with an organization during the first couple of months of implementation. Marketing is being held accountable for its activity,” explains Scollans. Advice to martech vendors. This shifted the focus from marketing creative to campaign attribution and performance.

Work Management 83

Work Management Press Marketing Management CMO 83

Top Rank Marketing

AUGUST 16, 2023

A Challenging Time for B2B Marketers While warnings of an economic downturn haven’t been realized to the fullest degree , it’s clear that external conditions are having an impact on B2B activity, especially in the volatile tech space. Here are some trends that are placing B2B marketers in a uniquely tricky position at the moment.

B2B Marketing 92

B2B Marketing Paid Search Agency Terms and Conditions Advertising Agencies 92

Martech

NOVEMBER 9, 2023

As a vendor, many of us have seen our clients’ marketing budgets slashed in 2023. For established vendors, servicing debt is getting very expensive. Watch for that to also have an impact on vendor financial viability in 2024. They’re also giving performance a hard look — and it isn’t pretty.

Marketing Management 109

Marketing Management Marketing Budget Budget Programs Vendors 109

Modern B2B

JANUARY 30, 2024

Strategy first, tech second As a starting point, CMOs are adopting the underlying principle that the business strategy and processes should dictate the technology and not the other way around. Metrics can aid the decision-making process as outlined by one CMO.

Work Management 80

Work Management Marketing AI Marketing Management B2B 80

Marketing Insider Group

AUGUST 10, 2020

When I recently interviewed Kathleen Schaub about the changes in marketing over her long tenure as both a CMO and the lead of IDC’s CMO Advisory Practice, she commented on what had changed most for marketing professionals. We use marketing automation to support nurture streams.

Account Based Marketing 331

Account Based Marketing ABM Work Management Marketing Management 331

Webbiquity

NOVEMBER 8, 2022

For example, bias : we presume that a friend or even an online stranger will provide us with a more unbiased evaluation of a product or service than a salesperson employed by the vendor would. Social evidence relies on the conduct and activities of many individuals. Here are four other key psychological principles of social proof.

Paid Content 346

Paid Content Social Marketing Paid Search Agency Advertising Agencies 346

Customer Experience Matrix

OCTOBER 21, 2010

Summary: a CMO Council survey shows that CMOs and CIOs agree they need to cooperate, but disagree on how well they're doing and what their roles should be. This affects marketing automation vendors too, since they sell to both sides. The CMO Council generously shared the detailed data with me.

CMO 120

CMO Enterprise Management Work Management Marketing Management 120

Smashmouth Marketing

NOVEMBER 20, 2013

The benefits of being here are endless: Technology - Aisles and aisles of vendors selling everything from big data (impressed by Tableau ), to sales productivity tools such as InsideSales.com , which Green Leads just implemented. Vendors - Odds are that if your marketing vendors are here. Learn - Study new marketing techniques.

CMO 100

CMO Lead Gen Vendors Conference 100

ClickZ

SEPTEMBER 16, 2020

Getting swept up in the excitement of martech rather than a detailed capability and vendor fit audit. Since then, as a CMO and a consultant , I have led numerous martech projects where this framework, and the associated methodologies and guidance, have been core to my approach. Steps 7-10 : Active Project. It is led by the CMO.

Work Management 145

Work Management Marketing Management Planning Paid Search Agency 145

Only B2B

FEBRUARY 11, 2024

That’s where intent data comes in as your compass, helping you identify potential customers actively searching for solutions like yours. Leverage their anonymized data on prospects actively researching similar tools. Accuracy Concerns: Data quality and freshness might vary depending on the vendor.

Intent Data 62

Intent Data Intent Work Management Marketing Management 62

Heinz Marketing

JULY 17, 2018

Heinz Marketing hosts a quarterly CMO roundtable breakfast in Seattle. Our latest breakfast included CMO’s and marketing VP’s from some of the largest tech, rapid growth startups and established companies in the Seattle area. The hard part is making sure the marketing team doesn’t get caught up in activity. More leads?

CMO 40

CMO Peer-to-peer Work Management Marketing Management 40

Martech

SEPTEMBER 14, 2023

We live in a peer-bound world,” says Chandar Pattabhiram, CMO for business spend management platform Coupa. Whether you’re buying cars, software, or any other category, buyers are influenced more by their peers than by the vendor themselves.” to 2.9%) than the previous year, according to a Duke CMO survey.

Marketing Analytics Tools 113

Marketing Analytics Tools Marketing Budget Enterprise Management Work Management 113

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. It’s the hole, not the drill.

Work Management 116

Work Management Marketing Management Planning Vendors 116

Velocity Partners

APRIL 9, 2024

You can see it in falling CMO tenure. LinkedIn’s research shows only 5% of B2B buyers are actively in the market at any time. They’re hemorrhaging money in a street fight with other vendors. In this case, the work is talking to prospects before they’re actively in the buying stage. Think brand activation and nurturing.

Sales Management 78

Sales Management Top of Funnel B2B Lead Ranking 78

KoMarketing Associates

APRIL 1, 2020

The February 2020 edition of “The CMO Survey” revealed that more customers place an emphasis on trusting relationships with vendors when it pertains to business, outpacing factors such as superior innovation, product quality, and low price. How do B2B marketers build trust in today’s digital marketing environment?

Trust Marketing 180

Trust Marketing Marketing Management B2B Marketing Ad Building 180

Martech

AUGUST 18, 2021

Neustar, the identity resolution vendor, has added a diagnostic tool to its Fabrick identity ecosystem, the data connectivity layer which supports Neustar’s marketing and other services. Expect to see a lot of activity developing tools to accurately measure just what’s going on. Tricia Gellman continues as CMO. Read more here.

Work Management 126

Work Management Marketing Management Paid Search Agency Advertising Agencies 126

Vision Edge Marketing

DECEMBER 15, 2020

We live in a peer-bound world,” says Chandar Pattabhiram, CMO for Coupa. Whether you’re buying cars, software, or any other category, buyers are influenced more by their peers than by the vendor themselves.”. Some people are active on LinkedIn, others not so much. Others prefer peer roundtable discussions.

Peer-to-peer 285

Peer-to-peer Buy Sales Cycle B2B Sales 285

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. My Chrome browser activity triggered Instagram ads.

Work Management 112

Work Management Marketing Management Marketing Analytics Tools Digital Marketing Funnels 112

Martech

NOVEMBER 1, 2022

Every CMO I’ve talked with in the past two years is hungry for talent, but they haven’t had the budget to staff up. While 61% of CMOs report they lack the in-house capabilities to deliver their strategy, spending on in-house labor remained static, per Gartner’s 2022 CMO Spend survey. . Why is it such a problem?

Work Management 109

Work Management Marketing Management Marketing Budget Budget Programs 109

Martech

JUNE 29, 2022

. “The average B2B customer journey takes 192 days from anonymous first touch to won,” according to Dreamdata in their 2022 B2B Go-to-Market Benchmarks — a statistic described by co-founder and CMO Steffen Hedebrandt as “alarming.” This creates a basis for attributing pipelines, conversions and revenue to the activity.

Ideal Customer Profiles 102

Ideal Customer Profiles Multi-Touch Attribution Marketing Attribution Peer-to-peer 102

The Customer

JANUARY 22, 2024

And in between are myriad “off campus” activations and panel discussions created by vendors to trade associations. TikTok Live Shopping Activation Tech That Matters…and Doesn’t We compared the oddest inventions we’d each seen: for David it was the robot that does manicures.

Advertising Agencies 64

Advertising Agencies Paid Search Agency Marketing Management CMO 64

LEADership

JUNE 9, 2015

As Jacqueline Parkes, CMO of Major League Baseball says, “We celebrate that there is no off-season anymore. We look at new and dynamic ways to engage with our consumers…” Ranked #1 on the Forbes list of ‘50 Influential CMOs on Social Media’, Parkes has transformed MLB’s marketing strategy. Are your brand’s social signals dismally low?

CMO 40

CMO Peer-to-peer Multi-Channel Thought Leadership 40

The Customer

FEBRUARY 10, 2023

Erika Wykes-Sneyd, Global CMO, Adidas Originals, Collaborations and Basketball, came prepared with videos, animations and illustrations on how Adidas is creating and extending their community from online and out of home to, yes, the blockchain. Why is that important?

Paid Search Agency 98

Paid Search Agency Work Management Marketing Management Advertising Agencies 98

B2B Digital Marketer

MARCH 3, 2022

Learn what makes a CMO highly successful and become the top performer in your market. Nowadays, a CMO is required to have more than just the average skill set. Being a high-growth CMO is a challenging role. A CMO must be able to lead their team, set and achieve goals, increase revenue, and more. Memorable Quotes.

CMO 52

CMO Startups Lead Ranking B2B Sales 52

Metadata

NOVEMBER 17, 2021

Yet IMHO, the pendulum has swung too far to an all account-based mentality at the expense of proven demand gen activities. This may sound cynical, but I blame software vendors for “ABM” being ill-defined. For the past 15-plus years, we’ve simply let ABM vendors define the ABM category. Is there an agreed-upon definition of ABM?

Account Based Marketing 98

Account Based Marketing ABM Enterprise Management Work Management 98

B2B Marketing Directions

JANUARY 24, 2021

Marketers have been using data to support their activities and programs for decades. Marketers have recognized that this vast sea of data has the potential to provide insights about existing and prospective customers that can be used to improve the effectiveness of their strategies, activities, and programs. of the time.

Analytics 96

Analytics Gartner Paid Search Agency CMO 96

Webbiquity

NOVEMBER 27, 2018

The platform needs to make changes to attract new users, and re-activate dormant accounts, in order to maintain its long-term viability. ” Still, Twitter has nearly 330 million loyal, active users and its importance for customer service is increasing. Just 10 (15%) of these event professionals maintain active Twitter accounts.

Paid Search Agency 216

Paid Search Agency Twitter Trade Show Social Networks 216

Webbiquity

JULY 27, 2021

According to Gartner’s annual CMO Spend Survey, as reported by Laurie Sullivan in MediaPost , “Marketing budgets as a percentage of revenue fell to their lowest level in recent history…Marketing budgets as a proportion of company revenue fell from 11% in 2020 to 6.4% But B2B vendors have moved more sales online as well.

CMO 205

CMO Gartner Budget Programs Spending 205

PathFactory

JUNE 13, 2023

George also declared that B2B CMOs should lead the charge on generative AI. For example, in the 2022 Forrester Global State of AI In B2B Marketing Survey, only 36% of B2B marketers said they were using AI for personalization, 25% for content recommendations, 22% for website conversion optimization, and only 13% for content governance.

Forrester 52

Forrester B2B Thought Leadership B2B CMO 52

ClickZ

AUGUST 22, 2020

SproutSocial’s data findings showed that consumers do not receive insensitive or irrelevant content and may even have their own form of activism in retaliation. Key Insights: Top 12 Marketing technologies, budgets skyrocket, and why B2B vendors lost business. What makes a successful modern CMO?

eCommerce 126

eCommerce Trends Business Social Media 126

Martech

AUGUST 28, 2023

Then, use that knowledge to gather specific content from vendors and research other teams that did something similar to address their outlook. Here are the ways I confirm commitment: Ask for participation in the active implementation team. “So Seek their commitment in words and actions. So who will you be allocating to the project?”

Work Management 89

Work Management Peer-to-peer Marketing Management Tips 89

Martech

OCTOBER 28, 2021

“Basically, intent data allows marketing and sales teams to focus on the accounts that are in the market for a product or solution,” said Dan Tabaran, CMO of account-based advertising company N.Rich, in his recent MarTech presentation. Learn more here.

Top of Funnel 111

Top of Funnel Account Based Marketing Ideal Customer Profiles Generation 111

Walker Sands

JUNE 20, 2023

Their CMO and CEO are incredibly smart and push me to do better work. The CEO is a true partner, willing to experiment and is actively involved in the program.” “She But if you’ve been a part of a true agency-client partnership, you know the difference between a partnership and a transactional vendor relationship.

Advertising Agencies 52

Advertising Agencies Paid Search Agency Ad Agencies Customer Surveys 52

ClickZ

JANUARY 29, 2020

While some companies may eliminate the title, that doesn’t mean the role of CMO will go away completely — it will just evolve, and maybe get a brand refresh. We had a chance to sit down with Lynne and spoke about her career journey, the changing role of the CMO, and her predictions for the martech industry in 2020.

Enterprise Management 70

Enterprise Management Work Management Marketing Management CMS Development 70

DiscoverOrg

APRIL 20, 2017

Activity : Emails sent, calls made, requirements written. Today’s increasingly robust, predictive account-based sales intelligence data requires marketing to think about longer-term consequences of activity and output. Output : Inquiries, proposals, demo requests. Readiness : Database size, SLA completion, skills.

ROI 269

ROI Top of Funnel Ideal Customer Profiles Marketing Management 269

Adobe Experience Cloud Blog

JANUARY 5, 2018

Question #3: How well are your marketing activities integrated into your customer journey? Part of the challenge is that every vendor wants to be buzzword compliant, and no one will make it through a marketing technology presentation in 2018 without hearing the term “AI” or a clever name for an AI engine. Very well— 4%. Not wel— 19%.

Customer Surveys 134

Customer Surveys Account Based Marketing Marketo Thought Leadership 134