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Is Your Agency a Paid Search Vendor or Partner?

Fathom

When this relationship works, the client feels as if they have an in-house digital marketing team, lines of communication are clear and, most importantly, revenue and profits grow. In other words, the client has a partner, a teammate that truly understands the power of paid search. The agency can start to feel like an order-taker while the client begins to question the value and the expertise of the agency. Clients are seldom experts in digital marketing.

Vendor 60
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It's CDP Time for Marketing Cloud Vendors

Customer Experience Matrix

But the fact that all three vendors are addressing the topic raises some interesting questions. Why does this matter to technology and marketing professionals? That problem is the need of marketers (and others) to combine data from all sources into easily accessible customer profiles. CRM and marketing automation systems don’t easily combine data from external sources. It's taken a while but all three vendors now acknowledge that a CDP must store its own data.

Vendor 174
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7 Questions to Ask Your Digital Advertising Vendors

Digilant

The decision to outsource your digital advertising is not one that can be taken lightly. And with so many different digital advertising vendors , it can be difficult to know which is the best partner for your organization’s needs, budget, and goals.

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Agency and Vendor Searches without Losing your Mind

Jackie Walts

The right vendors act as valued strategic partners and maximize the time of your marketing team. But if your call center, agency or marketing automation platform aren’t doing the job, is it time to make a switch? Here’s some hints on how to replace a critical vendor without losing your mind. Is it possible that if you had a frank discussion, you could work things out with your existing vendor? Use the right consultant to help.

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How to Choose a Good Social Media Agency

Biznology

There are thousands of agencies that claim they “do social media.” The truth is that there are tons of agencies that offer social media services, but it is exceedingly difficult to find an agency that really does social media well. So how do you find a good social media agency?

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Are Agencies the Future of Marketing Automation?

The Point

I was intrigued to read a recent post by David Raab, a leading analyst in the marketing automation space, on his blog, “Customer Experience Matrix,” in which he writes about the role that agencies play in the sale and management of marketing automation systems ( bold emphasis mine): “It seems that just about every (marketing automation vendor) now touts special features to support marketing agencies that resell the system to their clients or operate the system on the clients’ behalf.

Agency 169
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Why Marketing Automation Customers are Migrating Downstream

The Point

Over at the Modern Marketing Blog , Steve Earl offers his theory as to why enterprise marketers choose to switch to a different marketing platform. Now, Steve happens to work in product marketing for Oracle Marketing Cloud , home of Eloqua, typically regarded as the most feature-rich (some would say: complex) marketing automation solution on the market. In the broader market, however, our agency’s experience tells a different story.

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The Long Distance Relationship: How to Work with a Remote Marketing Agency

The Point

In days long past, companies hired one marketing firm, usually an advertising agency, to coordinate a broad spectrum of marketing needs. Today, modern marketing channels have become so fragmented that B2B marketers are much more likely to work with a stable of agencies – a demand generation agency , for example, plus a branding firm, a PR shop, perhaps even an SEO consultant. The era of agency specialization is well and truly upon us.

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Top 10 Marketing Automation Mistakes

The Point

It’s well documented that, of the companies who invest in marketing automation, many fail to achieve maximum return from that investment, or even utilize marketing automation technology to its full capacity. Many of the pitfalls that cause the returns on marketing automation to fall short can be distilled into a handful of common issues. In our agency’s work with marketing automation users , we’ve identified 10 of the most common mistakes to avoid: 1.

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The Truth About Trusting External Content Partners

Content Standard

Subscribe to our monthly newsletter , Content & Context, to receive more insights and updates on the content marketing world from Skyword CEO, Andrew C. Unfortunately, she wasn’t getting it working with a typical agency.

Trust 76
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Observations from the 2017 Marketo Summit

The Point

This year, more than 6,500 marketers, practitioners, and partners crowded into Moscone Convention Center in San Francisco for Marketing Nation Summit 2017. Our agency was a sponsor, so booth duty prevented me from taking in many of the educational sessions. It’s been a tumultuous year for Marketo since being acquired by Vista Equity Partners in late 2016. In many ways, the rise of ABM is mirroring the journey of marketing automation from 8-9 years ago.

Marketo 114
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Why Is Marketing Automation Maturity Still Woeful?

The Point

Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation. Why does marketing automation as a whole continue to suffer from gross underutilization?

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B2B Consulting: Here’s What You Need to Ask Before Hiring an Agency [VIDEO]

Directive Agency

If you’ve ever thought about hiring a B2B consulting firm, here are some amazing questions that you should ask before you ever sign a contract. Here at Directive Consulting , I would say about 70% of our portfolio was with an old agency and is now trying to hire a new agency. To keep it simple, I’ve got 4 questions that you need to ask before you ever hire a B2B consulting firm for marketing, sales, or any type of service.

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The PESO Model & Your Demand Generation Strategy

The Point

Her approach showed how an integrated campaign combining four types of media channels creates a combined effect greater than the sum of its parts: * Paid Media are marketing efforts that involve a paid placement.

Demand 130
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Half of B2B Tech Marketing Prospects Consume 11 or More Pieces of Vendor Content

Sword and the Script

A survey by Spiceworks Ziff Davis found B2B tech marketing prospects say they consume 11 or more piece of vendor content Pieces of content. There are unpolished phrases the marketing community kicks around to describe the outsized role content marketing has in the sales cycle.

Vendor 114
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Marketing Automation Vendor Consolidation: Lessons from History

Customer Experience Matrix

Summary: consolidation isn't new among marketing software vendors. As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. This is a natural result of a maturing market, as technology-oriented pioneers are replaced by buyers less likely to research their options in depth.

Vendor 166
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SUCCESS Computer Consulting Heats Up Pipeline By Swapping Cold Calls for Targeted Marketing

6sense

SUCCESS Computer Consulting is a best-in-class provider of managed IT support — helping small and medium-sized businesses manage networks, preserve or recover data, mitigate cybersecurity threats, and more. Struggling to quantify the impact of its outbound marketing. ?

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5 Ways Speaking Engagements Benefit Your Management Consulting Firm’s Marketing Strategy

Hinge Marketing

Your marketing strategy has to cover a lot of territory—messaging, lead generation, content development, PR, social media, events, campaigns, and more. As a business consultant, speaking engagements are a natural and important part of your content marketing toolbox. In a survey of Visible Experts℠ , speaking engagements generated almost as many leads as referrals and were rated as the second most impactful marketing tool.

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How Can a Small Business Marketing Consultant Help?

Leading Results Rambings

They had a couple of good sales folks and two marketing managers. One salesperson left and one of the marketing staff left, and now the owners were back to working IN the business instead of ON the business. If this situation feels at all familiar, a small business marketing consultant can help. Unlike an ad agency, a website shop, or a marketing tactic fulfillment vendor (e.g., Maybe you are the marketing manager.

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Why an RFP Won’t Work When Finding a Content Marketing Agency

Marketing Insider Group

If you’ve worked within the marketing world for a while, chances are you’ve run into a request for proposal (RFP). Whether you are making the request (client) or receiving the request (agency), you may have very different views on what an RFP means and how effective they can be.

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What Do B2B Buyers Really Want from Vendors?

Aberdeen

For example, they hire consulting firms to come in, take a look at their operations, and make recommendations about processes they need to implement, people they need to hire, and technology they need to purchase in order to make it all work. But, consultants are expensive. They turn to their vendors for assistance. said they had often changed their purchasing criteria in order to work with a vendor who could address a pain point they couldn’t solve before. .

Vendor 55
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Forget Rewards: Why B2B Loyalty Marketing is Different

Biznology

Once in place, companies avoid changing vendors as much as possible. If the seller delivers a good product or service, on time, at a reasonable price, offers new ideas and solutions, and becomes a trusted partner, that’s what will keep the competitors at bay.

Loyalty 104
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A Guide to Collaborating With Your A/B Testing Tool Vendor to Run More (and Better) Experiments

Convert

Yes, you run tests and deploy winners from time to time, but do you have strong ties with your A/B testing tool vendor? Beyond onboarding and providing support, your tool vendor can be your partner in experimentation. And Why Your Vendor is an Under-Utilized Resource). “Is

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How to Sell Marketing Automation to Your CEO (& Other Burning Questions)

The Point

Recently I was asked to contribute some thoughts to Marketo’s new ebook, “ The Definitive Guide to Marketing Automation.” You can download a free copy of the ebook – 100 pages on everything you need to know about marketing automation – what it is, how it’s different from CRM, common features, keys to success, and more – by clicking here. What are the most important things to look for in a marketing automation vendor?

Marketo 153
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New Marketing Automation Buyer’s Guide Offers Valuable Advice

The Point

TrustRadius , an online community designed to help business software users make better product selection, implementation, and usage decisions, just released their first-ever “ Buyer’s Guide to Marketing Automation Software.”. The 44-page guide is based on 400 in-depth reviews and more than 10,000 comparisons performed by Marketing Automation buyers, and provides a very detailed and useful comparison of the leading brands.

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Prognostications, Predictions And Hot Topics For 2022

Biznology

It’s once again time for our annual tradition of asking our Consultants Collective member consultants and other Biznology contributors to share their reflections on the past year and predictions and prognostications for the new one. Ask a lot of your digital vendors .

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The New Media Playbook for Advertisers: The Skeptic

Digilant

Digital marketing best practices have evolved a lot over the past decade. People spend lots of time listening to podcasts, scrolling social feeds, and streaming live events — all of which offer unique and high-impact advertising opportunities for brands to get their message in front of captive consumers. Advertisers should be where their audience is, and for most brands, that includes these newer mediums.

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6 Questions to Ask Before Selecting a Personalization Vendor

Bound360

But how do you choose a personalization vendor that will help you get the impact you are planning for? We’ve put together a list of questions to ask your website personalization vendors to evaluate how well they fit with your strategy. Does this vendor specialize in my industry? Sure, every vendor wants to help you, but are they really built to? A good personalization vendor has both the data and the methodology to identify anonymous visitors.

Vendor 40
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How to select the perfect B2B data vendor

Biznology

Most B2B marketers rely on customer data from third party suppliers. Just use this handy checklist of criteria, organized in three categories: the data product itself, the surrounding services that will help you get the most value from the data, and the factors that suggest the vendor candidate will be a satisfactory business partner for your company. To get started, you need to identify your business and marketing objectives. Criteria for vendor evaluation.

Vendor 118
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Essential Tips for Selecting the Best Marketing Agency for your HealthTech Company

Golden Spiral

Selecting an agency is a difficult decision for a HealthTech company — and the Chief Marketing Officer — to make. To select the best marketing agency for your company’s goals, stage, and market position, follow these essential tips. Agencies vary in expertise.

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How Can a Small Business Marketing Consultant Help?

Leading Results Rambings

They had a couple of good sales folks and two marketing managers. One salesperson left and one of the marketing staff left, and now the owners were back to working IN the business instead of ON the business. If this situation feels at all familiar, a small business marketing consultant can help. Unlike an ad agency, a website shop, or a marketing tactic fulfillment vendor (e.g., How Can a Small Business Marketing Consultant Help?

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Why Marketers Need to Work with Partners Proficient in Tech & Marketing

Martech Advisor

The convergence of tech and marketing is a new trend shaping the industry, but it still has some challenges. In this article Hugo Loriot, Managing Director at data consultancy fifty-five, shares how to identify expertise in both areas, bridging the gap for marketers. The convergence of tech and marketing is a trend that has been discussed for years, yet there are still many challenges when putting this action into practice. Marketing Analytics

CMO 46
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Why Consider Hiring an Outside Marketing Agency?

BOP Design

Hiring an outside B2B marketing agency comes at a cost, but can provide a significant value. In most cases, the value of working with an outside agency greatly exceeds any monthly retainer fees. Whether you are considering hiring a marketing agency , are in the process of evaluating agencies, or are evaluating your existing relationship with an outside agency, here are a few reasons why hiring an outside marketing agency for your B2B firm makes sense.

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What is GDPR and Why Does It Matter?

Biznology

Even savvy marketers can be forgiven for thinking that GDPR isn’t something they need to worry about – it applies only to EU citizens, right? The current patchwork approach to privacy complicates issues for digital marketers, so it’s worth thinking about privacy protections now. What About Partners and Vendors? You should also discuss these issues with your partners and vendors.

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The One Marketing Automation Guide You’ll Ever Need?

The Point

Research company TrustRadius just published their new edition of the “Buyer’s Guide to Marketing Automation Software,” and it’s a doozy. Let’s face it, most martech “guides” are written by, well, marketers, and are either sponsored by or authored by the technology vendors themselves, so the content needs to be read with a critical eye. Incidentally, some of the most interesting reading is seeing how each vendor responded to critiques of its product.)

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My List of Demand Generation Vendors, and Who They Sell To

Customer Experience Matrix

One of the audience members at the B2B Marketing University in Boston asked about demand generation systems for small businesses, and how to distinguish among the vendors in general. My brief answer was that the biggest difference was less functionality than the target markets the different vendors pursue. B2b marketing automation) vendors, with links to my reviews where I've written one.

Vendor 204
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Top 10 ABM Mistakes

The Point

I may not be a market analyst, but from what I see working with our agency’s B2B clients , it seems to me that, in the language of technology adoption lifecycles, Account-Based Marketing (ABM) stands at that pivotal junction – what Geoffrey Moore calls the “chasm” – between early adopters and early majority. When so many technology vendors claim to be an “ABM solution,” what are the smartest investments? Like Marketing Automation before it, ABM is no exception.

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A Purpose-Driven Revolution Awaits. Are you Ready?

Biznology

They surveyed more than 8,000 individuals across eight markets (United States, Canada, United Kingdom, France, China, India, Singapore, Malaysia), having them rate more than 75 brands on their perceived strength of purpose. A purpose-driven company.

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Underpin Your ABM Strategy With Account-based Advertising

DemandBase

Want to know how it applies to your ABM-informed advertising campaigns? Everyone can’t be an expert in every task, at some point, we need to trust that our colleagues or business partners know more about a key aspect of our business than we do. B2B advertising is no different.

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Are Agencies missing the inbound opportunity?

Hubspot

The perennial complaint made by agency leaders when talking about their own new business and marketing efforts, is that they suffer from cobbler’s children syndrome – all the great minds are busy on client work and the agency brand has to come second (but good work begets good clients – or it used to). If agencies don’t start taking their own marketing more seriously then they will continue to lose ground to large technology and consulting firms.