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 127

Marketing Analytics Tools Marketing Budget Enterprise Management Work Management 127

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 free 32-page summary provides a detailed analysis and commentary.

CMO 120

CMO Enterprise Management Work Management Marketing Management 120

chiefmartech

MARCH 22, 2023

You’re going to be amazed by the analysis we’ll be able to share about the 2023 marketing technology landscape thanks to their help.) Don’t miss this opportunity to get recognition for you and your team, as well as the vendors you love working with, by contributing your stack illustration to the martech community!

Marketing Analytics Tools 86

Marketing Analytics Tools Work Management Marketing Management Best Practices 86

Only B2B

FEBRUARY 11, 2024

Must Read: Virtual Prospecting with Intent Data Third-Party Intent Data: This involves purchasing data from external vendors who gather intent signals from various sources. While offering the widest reach and diverse targeting options – it can be expensive and requires careful vendor selection regarding data accuracy and compliance.

Intent Data 62

Intent Data Intent Work Management Marketing Management 62

Martech

MARCH 18, 2022

The CMO can be held accountable for the spend, but he must be able to speak to the CEO in terms they can understand. Read next: 19 questions to ask marketing attribution vendors. Analysis of data shows that it is probably … the least effective form of marketing.” The CMO spends money at the CEO’s request. Brenner said. “A

ROI 127

ROI Paid Search Agency Advertising Agencies Planning 127

Martech

JULY 28, 2021

A crucial point to pull from the analysis by Real Story Group’s Tony Byrne, featured below, is that there hasn’t been consolidation in CDPs. There was little consolidation in the space, with independent start-ups outperforming the bigger vendors, and almost two dozen of them dominate the market today. ” Read more here. “The

Enterprise Management 112

Enterprise Management Marketing Management Advertising Agencies Demand Generation 112

Top Rank Marketing

DECEMBER 8, 2023

[Report] 43 percent of software as a service (SaaS) leaders have said that they use competitive analysis for pricing research, with 34 percent turning to feedback from existing customers, while 14 percent utilize previous market research, according to newly-published B2B survey data.

Newsletter 97

Newsletter B2B Marketing Linkedin Studies 97

PathFactory

MAY 24, 2023

PathFactory fills a clear gap in your martech stack” The entire Marketing team including the content team, the demand team, and marketing leaders (VP & CMO) will all benefit from the customized buying journey, intelligence data, and organization of content that PathFactory can provide.

Marketing Analytics Tools 52

Marketing Analytics Tools Advertising Agencies Top of Funnel Buyer's Journey 52

Martech

AUGUST 23, 2023

Consumer behavior shift The shift toward more digitally informed consumers has driven the development of advanced martech tools capable of real-time data analysis and delivering tailored experiences. Many martech vendors offer trial periods, allowing businesses to gauge a tool’s fit and effectiveness. Leverage trial periods.

Work Management 98

Work Management Marketing Management Digital Transformation Customer Satisfaction 98

Martech

OCTOBER 19, 2021

W]ithout proper analysis and interpretation, data in itself isn’t worth much.”. If you didn’t go online, you went out of business,” noted Niki Hall, CMO at Contentsquare, the digital experience analytics platform. Vendors and customers were no longer face-to-face. And even when analysis is spot-on, keep testing, Melen added.

Marketing & Strategy 133

Marketing & Strategy Work Management Marketing Management Lead Ranking 133

Martech

MAY 10, 2022

When Rowan Tonkin joined Planful as CMO three years ago, he faced two main challenges. The company, a financial planning and analysis platform had just begun a rebranding effort that included a name change. “It Buyers are guiding themselves down the funnel, gathering information and turning to peers before engaging with vendors. “I

Buying Cycle 95

Buying Cycle Intent Ideal Customer Profiles Planning 95

ClickZ

AUGUST 12, 2019

Customer experience gets hyped at conferences, in board rooms, and by snazzy experience cloud vendors selling “omnichannel, full-funnel, personalized, AI-driven, etc. To learn more about the point of view of customer experience from the contact center, we talked with Rebecca Martin , CMO at Calabrio. experiences. .

Enterprise Management 45

Enterprise Management CMO Contacts Marketing Automation Services 45

PathFactory

JUNE 13, 2023

We need the first-party data from content engagement — correlated with analysis of the aboutness of that content itself – to train AI, drive personalization and automation and give us the analytics we need to have truly intelligent and actionable CX data models. George also declared that B2B CMOs should lead the charge on generative AI.

Forrester 52

Forrester B2B Thought Leadership B2B CMO 52

6sense

AUGUST 3, 2016

Last week, 6sense VP of Product Amar Doshi hosted Business Online Director of Analytics Eric Ramos for a webinar, The 5 Priorities of the Data-Driven CMO , that reviewed this well known but not always well-explored topic. To achieve this ambitious end, marketers must prioritize and invest in 5 key areas: Data.

CMO 48

CMO Enterprise Management Lead Ranking Work Management 48

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

However, expanded data offerings are an opportunity for a direct impact on sales: Analysis of wins and losses can reveal buyer pain points, preferences, and assumptions that can be addressed by sales collateral such as battle cards and playbooks. Simple, practical market analysis. Improve sales productivity.

ROI 269

ROI Top of Funnel Ideal Customer Profiles Marketing Management 269

Martech

MARCH 14, 2022

Regardless of the source, there’s one thing the research has in common; the analysis reveals the success rate of digital transformations is horrible. In many cases, martech vendors will provide this service or introduce you to a partner. But the sky is not falling just yet, my friends.

Work Management 129

Work Management Marketing Management Paid Search Agency Planning 129

ViewPoint

OCTOBER 5, 2018

The CMO of a Fortune 500 company offered the CRO the following options regarding spending $100,000 on a marketing campaign. The CMO came up with these options because he was fed up. Deciding whether to spend time with each prospect depends on your analysis of the degree to which risk is going to motivate a decision.

Sales Qualified Leads 136

Sales Qualified Leads Lead Generation Lead Scoring Lead Ranking 136

B2B Marketing Traction

MARCH 25, 2013

In the article, author Chris Kuenne states that strategy, analysis, creative program design and technology are the skills that make marketing successful today. But many lack the analysis and high-level understanding of technology to make the best marketing decisions possible.

Planning 100

Planning B2B Marketing CMO Marketing & Strategy 100

Martech

JANUARY 3, 2022

Most marketing operations departments report to the CMO, with the CEO coming in second, according to The State of the MarketingOps Professional”, which was jointly published by HubSpot and MoPros. Build analytical models and perform data science analysis 21.1% What does marketing operations do?

Digital Asset Management 120

Digital Asset Management Enterprise Management Work Management Marketing Automation Services 120

KoMarketing Associates

DECEMBER 8, 2015

A total of 86 percent of respondents from a study by Research+Data Insights found that word of mouth from peers was the most influential factor in narrowing their options for potential vendors. B2B buyers are exploring a number of different channels when conducting vendor. Content Marketing. source ).

Marketing Budget Creation 120

Marketing Budget Creation Marketing Budget Budget Programs Enterprise Management 120

Webbiquity

FEBRUARY 16, 2016

However, B2B marketers expect that two years from now the top three will be understanding buyers, marketing technology tools, and market / competitor analysis (lead gen drops to #5 on the list). The CMO Survey ). The CMO Survey ). The CMO Survey ). The CMO Survey ). The CMO Survey ). The CMO Survey ).

Stats 110

Stats Social Media Marketing Automation Services B2B Marketing 110

Content4Demand

SEPTEMBER 24, 2021

J on Russo , Founder and CMO of B2B Fusion Group , also joined us for a recent panel discussion , sharing even more of his perspective. As a former CMO for several high-tech brands, Jon knows firsthand how crucial content is to successful ABM programs. Informing Content Based on Interest.

Intent Data 78

Intent Data Top of Funnel Intent Lead Ranking 78

Modern B2B

JUNE 28, 2023

This process also creates a gap analysis and the opportunity to create a business case for a new martech vendor, or retirement of an existing technology that’s not fit for purpose. Identify the technology vendors As part of the journey, it’s always good to document the vendors at each stage.

B2B Thought Leadership 52

B2B Thought Leadership Touchpoints Marketing Qualified Leads Lead Ranking 52

Martech

FEBRUARY 27, 2024

New vendors are emerging with AI-enabled applications; seemingly overnight we’ve seen an explosion in generative AI applications. This call to action extends beyond technology users to those organizations that support them including vendors, consultants, and research and advisory firms. This means new strategies, tactics, and tools.

Enterprise Management 111

Enterprise Management Marketing Management Vendors Marketing AI 111

Marketing Insider Group

AUGUST 11, 2015

Managing “marketing technology tools” and “market/competitor analysis” round out the top three marketing duties predicted for 2016, representing 76% and 75% of respondents, respectively. Here’s the point: B2B buyers have never been so difficult to understand. But it has never been so important to try and understand them. .

B2B Marketing 100

B2B Marketing Marketing Management B2B Paid Search Agency 100

Customer Experience Matrix

NOVEMBER 15, 2011

About half of buyers consider only one system , I’m told by various vendors. And it’s a safe bet they haven’t done a very detailed requirements analysis either. This and the following figures come from the CMO Council study “Driving Revenue Through Customer Relevance”, which I analyzed in detail last year).

Marketing Automation Services 120

Marketing Automation Services Marketing Automation RFP Automation 120

ANNUITAS

FEBRUARY 24, 2015

Measurement, analysis and optimization are the job of any B2B marketer who is involved in Demand Generation. Today’s sophisticated buyers have more options than ever before, more ways to access information and want to have relevant conversations with vendors.

Correlation 100

Correlation Demand Generation Marketing & Strategy B2B Sales 100

Golden Spiral

SEPTEMBER 15, 2021

Before selecting an agency, perform some internal analysis to ensure you’re filling the right gaps with the right team. An internal analysis will help you pinpoint what to look for in your agency’s expertise and offerings. Whatever the case, be honest in the analysis of your current team. Ask these five questions: 1.

Paid Search Agency 62

Paid Search Agency Advertising Agencies Work Management Marketing Management 62

B2B Marketing Analytics

AUGUST 24, 2019

All these metrics are important but they do not help a CMO when she has to justify the biggest line items on her budget or demonstrate in QBRs the measurable impact on the pipeline that marketing organization is making. I am sure that every CMO, field marketing and event marketing leader can relate to this dilemma.

Event Marketing 40

Event Marketing Analytics Planning Marketing Automation Services 40

Business Brainz

FEBRUARY 5, 2022

If the sales team are targeting the CFO or the CMO of an enterprise account , they will have to dig deeper to learn about their priorities both at a business as well as operational level. Business priorities to list strategic business priorities including SWOT analysis of the target account. What was the outcome?

Planning 52

Planning Ad Building SWOT Case Study 52

B2B Marketing Traction

FEBRUARY 14, 2011

Even if we are experienced, we’d like to believe that when our SEO vendor says they use best practices, they really do. by Google for use of black hat practices by their SEO vendor. We have no control over the honesty or integrity of our vendors, so let’s focus on what we can do. Your next action as a CEO or CMO?

PageRank 100

PageRank Guidelines SEM Vendors 100

nDash

AUGUST 6, 2019

Those who attend have the opportunity to meet some of the best marketers around the world and get in touch with new vendors. Google Ads / AdWords: Analysis, Creation and Conversion. The Incite Brand Marketing Summit is a CMO led event held for brand, digital, performance and content marketing professionals from big brands.

Advertising Agencies 45

Advertising Agencies Paid Search Agency Ad Exchange Conference 45

Allocadia

APRIL 8, 2019

According to The CMO Survey of marketers, only 35 percent of decisions are made based on marketing analytics. Setting up more complete and accurate data sets in Allocadia provides the necessary insights to answer budget questions in a timely manner, and do more predictive analysis, budget trend analysis and campaign optimization.

Planning 40

Planning Budget Programs Marketing Budget Creation Webinar Metrics 40

Parse.ly

JANUARY 28, 2021

Earlier in January, Jen Jones – CMO at Dataminr, Russ Somers – VP Marketing at TrustRadius, Brendon O’Donovan – VP Product Marketing at Telesign, and Dave Cardiel – VP Marketing at Parse.ly TrustRadius’s content strategy – connecting buyers and vendors through trusted content. B2B buyers. .

Webinar Metrics 52

Webinar Metrics Top of Funnel Enterprise Management Work Management 52

Aberdeen

JUNE 20, 2018

The positioning map below reflects our analysis (June, 2018) of the messaging found on websites of BI vendors. As you can plainly see, the bulk of vendors are clumped around the “Insights” axis. To illustrate, in 2014 seven vendors claimed “better decisions” as their position. Problems with Ries and Trout.

Positioning 40

Positioning Enterprise Management Marketing Management Forrester 40

chiefmartech

JUNE 12, 2017

Resistance to vendor lock-in is now a top 3 criteria. 183 in Meeker’s report); Lock-in — the ability to change vendors — was the least of buyers concerns back in 2012. It gives organizations tremendous digital agility. But it is a significant issue that will almost certainly grow in urgency.

Enterprise Management 88

Enterprise Management Marketing Management Service Budget Programs 88