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Act-On’s a Leader in the Forrester Wave™ and What That Means to You

Act-On

As a company built by marketers for marketers, we are – from CEO to summer intern – focused on the needs of the CMO and their marketing teams. So, with that said, we were pretty excited to see Act-On Software named a Leader among lead-to-revenue management (L2RM) platform vendors in the Forrester Research, Inc., When Act-On was listed in Forrester’s 2014 report, our founder Raghu Raghavan called it an “ amazing milestone ” for the company.

What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon

The Point

Brian Kardon is a respected marketing thought leader, a “Top 10 Global CMO,” and a seasoned executive with a 20-year track record of success. HS) Brian, I was at Dreamforce in San Francisco earlier this month and it seemed like every other exhibitor was trumpeting “analytics”.

Trending Sources

Are CMOs Poised To Take Over Technology Purchasing?

Modern Marketing

Today, most tech purchase decisions are still being made in the CIO/CTO suite. However, as the debate around CIO-CMO fusion continues, and as data-centric and customer-centric businesses seek to work faster, issues like shadow IT, marketing-led tech, Big Data boom, predictive analytics, etc. CMOs Step into Tech Purchases with Increasing Responsibilities. Rather, the trend is shifting towards Line of Business (LoB) executives making tech purchase decisions.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. New digital technologies are bombarding the C-Suite with promises of data-driven analytics. by Yarden Gilboa.

CMOs Win When High-Value Customers Are Treated Personally Online

Buzz Marketing for Technology

The reason for this is simple: These customers are more often than not brand loyalists and willing to persuade others to become regular brand purchasers if they’re kept happy and engaged consistently in every single place they are interactive with brands.

Agencies Under Pressure to be More Digital

Act-On

According to Peter Levitan of WPP (who’s purchased a few agencies in his time), digital agencies tend to have a baseline value of 8x EBITDA. In practice, a digital agency must be seen not only as a key business partner to the CMO – but to the CIO and rest of the C-Suite as well.

B2B Marketing Ops And Marketing Attribution, A Simultaneous Ascendence

bizible

If you’re unfamiliar, the marketing ops role covers a broad array of marketing technology management, from process and workflow design, to reporting and analytics, to planning and budget allocation.

87 New (Really) Marketing Automation Stats

Marketing Action

You can find it in the Q2 2011 Forrester Wave™ report.). Data & Analytics. Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Forrester Research, Gauging Your Progress and Success , Dec 2013).

Stats 54

Should “Data Scientists” Really Be #1 on CMOs Wish List?

Radius

Research VP Doug Laney asserted that the need for data scientists was “growing at about 3x those for statisticians and BI analysts” and that there is an “anticipated 100,000+ person analytic talent shortage through 2020.”. We recently co-hosted a series of dinners with the CMO Council in cities across the US, speaking directly with marketing leaders from top business products and services companies about their greatest challenges.

Understanding the New Roles in Marketing

Hubspot

On a related -- but arguably more serious -- note, according to the 2012 CMO Survey by the American Marketing Association and Duke University, Marketing appears to be one of the early rebounders in the initial economic recovery. Analytics as a Core Skill. The Technology CMO.

CMO 54

Marketing Redefined: 3 Ways Technology Is Transforming Marketing

Modern B2B Marketing

On average, smartphone owners spend two hours a day accessing apps and websites on their phone and pick up or glance at their phones 150-200 times a day, according to Forrester Research’s 2015 report, “Vendor Landscape: Mobile Engagement Automation Solution.”

70 New (Really) Marketing Automation Stats

Marketing Action

You can find it in the Q2 2011 Forrester Wave™ report.). Data & Analytics. Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Forrester Research, Gauging Your Progress and Success , Dec 2013).

Stats 56

Insights Drive Better Customer Experience

Marketing Insider Group

During this time, Forrester found that those companies who performed poorest in the Customer Experience Index also performed poorest in terms of stock performance. What are your thoughts on the opportunity to use your purchase history to improve customer experience versus privacy concerns?

33 Stats That Paint a Picture of the Future of Marketing

Hubspot

HubSpot CMO Mike Volpe, when sharing his story on how he came to be HubSpot's fifth employee, says the problem he faced as a marketer was finding an integrated marketing software solution that allowed him to see how his various marketing efforts impacted his website and revenue.

Stats 37

Straight from the Champions’ Mouths: What to Look Forward to at Summit 2017

Modern B2B Marketing

For example, leaders from Gartner, IDC, SiriusDecisions, and Forrester are speaking this year. Ops and analytics nerd? Attend a session about marketing from a CMO’s perspective.

Sales and Marketing Alignment: 45 Experts Explain How To Connect The Dots

SnapApp

Companies that have adapted to this change are seeing real bottom line benefits: Aligned organizations achieved an average of 32% annual revenue growth while less aligned companies reported an average 7% decline in revenue – Forrester Research. Triblio | CMO. . . Phizzle | CMO. . .

70 New (Really) Marketing Automation Stats

Marketing Action

You can find it in the Q2 2011 Forrester Wave™ report.). Data & Analytics. Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Forrester Research, Gauging Your Progress and Success , Dec 2013).

Mastering modern marketing technology leadership over 2 intense days

chiefmartech

We’ll discuss issues such as: How does CMO-level strategy get mapped into marketing technology capabilities? Both will address how the role of the marketing leader needs to evolve to achieve the right balance across technology, analytics, and execution.

CMO 8

73 Experts Reveal B2B Marketing Trends to Leverage in 2017

SnapApp

We'll see brands using that customer-focused content to deliver more personalized and relevant content experiences to build brand awareness, engagement and purchase consideration. Cognitive Marketing / Predictive Analytics.

Going from Good to Great Marketing: Leading and Managing Change

Modern B2B Marketing

Buyers are now in control of when and how they access information during the purchase process. Marketers also need new skills so they can use data and analytics to make more informed decisions for continual improvement.

How does Time affect Marketing Accountability?

Modern B2B Marketing

CMO Council: Marketing Outlook 2008.). Forrester’s Q1 2007 B2B Marketing Measurement Online Survey.). Time” influences marketing analytics in many ways.

ROI 1

Integrate Social Networks with your Corporate Website with ‘Social Sign On’

delicious b2bmarketing

Once a customer logs onto your website, then takes an action (blog comment, survey, product review or purchase, download, view video, etc.),

Rethink Podcast #13: What It Means To Become An Advocate Marketer

Act-On

In this episode of the Rethink Podcast, Act-On CMO Michelle Huff interviews Jill Rowley as they discuss what it means to be an advocate marketer. For example, I do a ton of work with GE, as I mentioned, and any time that Beth Comstock ‒ their chief of growth and innovation, and their former CMO ‒ any time Beth sends a tweet, I’m notified in real time. I had lunch with Laura Ramos, she’s the VP of research, analyst at Forrester.

Agencies Under Pressure to be More Digital

Act-On

According to Peter Levitan of WPP (who’s purchased a few agencies in his time), digital agencies tend to have a baseline value of 8x EBITDA. In practice, a digital agency must be seen not only as a key business partner to the CMO – but to the CIO and rest of the C-Suite as well.

CMOs: Wield Powers of Influence to Gain a Seat at the Executive Table

ViewPoint

Overall, it requires an understanding of the purchase process from the buyer's point of view. With 70% of tech purchases at the RFP stage by the time the vendor knows about the opportunity, content has become critical to shepherding prospects down the path to purchase.

RFP 2

How to measure ROI on creating and marketing content?

Ambal's Amusings

This is due to expanded self-education via the vast amount of information online, more people involved in the buying process and the resulting increase in time it takes to gain consensus to get to complex purchase decisions. Forrester Blog for Interactive Marketing Professionals.

ClickInsights: How can B2B marketers use content effectively for demand generation?

Ambal's Amusings

Forrester Blog for Interactive Marketing Professionals. Keeping a Closer Eye on Content ROI – CMO Council. Keeping a Closer Eye on Content ROI – CMO Council. Also, you need to have content that is relevant to everyone involved with the purchase of your product.