Customer Experience Matrix

NOVEMBER 9, 2015

It’s clear that 2015 has been the breakout year for predictive analytics in marketing, with at least $242 million in new funding, compared with $366 million in all prior years combined. Maybe I shouldn't be surprised that predictive marketing vendors seem to have anticipated this. They are, after all, experts at seeing the future.

Lead Ranking 120

Lead Ranking Lead Scoring Work Management Marketing Automation Services 120

Martech

JANUARY 17, 2024

Meanwhile, the boom in artificial intelligence and machine learning is driving vendors to enhance the capabilities of these platforms, making the value proposition even more attractive. Content personalization is currently the purpose for which most organizations are utilizing AI, according to the PwC CMO Survey, Fall 2023.

Marketing AI 91

Marketing AI Enterprise Management Features Marketing Management 91

Martech

APRIL 12, 2024

Meanwhile, the boom in artificial intelligence and machine learning is driving vendors to enhance the capabilities of these platforms in a number of ways, making the value proposition even more attractive. Based on our discussions with vendors, we expect to see much more innovation in this arena in the coming years.

Enterprise Management 95

Enterprise Management Work Management Marketing Management Marketing AI 95

ClickZ

DECEMBER 10, 2019

Implementation of a CDP, a marketing analytics hub, and a marketing resource and planning tool (Percolate) transformed OUP’s marketing program. It is essential for technology vendors to work closely with an organization during the first couple of months of implementation. Martech tools critical for OUP’s success.

Work Management 83

Work Management Press Marketing Management CMO 83

Martech

JANUARY 22, 2024

We’ve seen chats ranging from simple queries on how to buy marketing technology to folks asking for help evaluating vendors, creating marketing strategies and email copy — and so much more. When we initially went live in May of 2023, we weren’t sure if you’d get much value out of the first and only chatbot trained on MarTech.org.

Work Management 104

Work Management Generation Marketing Management CMO 104

Martech

AUGUST 28, 2023

Dig deeper: Data analytics: Your stack’s past and limitations Colosante said the skills shortage is because no one — neither the vendors nor the marketing organizations — is teaching people how to use the new technology. At 18 months CMOs have the briefest tenure of any C-suite office. Who is the “voice of the stack”?

Marketing Management 94

Marketing Management Paid Search Agency Marketing Automation Services Gartner 94

Martech

DECEMBER 28, 2023

This is the same problem companies faced when CMOs started hiring data scientists a few years ago when the data scientists quickly discovered that the CMO had no idea what problems the models were solving, and the data itself needed herculean engineering before models could even be built. Ask the CEO/CMO why she wants you to use AI?

Marketing AI 97

Marketing AI Allocation CMO RFP 97

Seismic

APRIL 11, 2019

The struggles behind how to attribute credit to marketing , high rates of turnover in the position, and difficulty creating proper expectations lead to the belief that being a CMO is a shaky ground to stand on. When I joined Seismic, I had never been the CMO before. Leveraging analytics through the entire buyer’s journey.

CMO 61

CMO Peer-to-peer Enterprise Management Work Management 61

Biznology

FEBRUARY 1, 2018

” Regardless of the outcome of the great CMO vs. CIO spending spree, marketers are clearly significant tech spenders and they must have a strategy managing this new technology portfolio. Marketing has the budget and spends it directly with vendors — often for cloud services that don’t require traditional IT. Mix and match.

Work Management 172

Work Management Marketing Management Vendors Gartner 172

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

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. GTM leaders are experimenting by chasing ‘low hanging fruit’ in their deployments, which is the approach largely being taken by technology vendors, as well. Their approach?

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

B2B Marketing Analytics

AUGUST 24, 2019

Across all our marketing analytics projects , we see that events are the biggest driver when it comes to deal acceleration and new pipeline creation. A few years ago I was in an annual planning meeting with a CMO where we were reviewing marketing plans and the associated budget proposals for the upcoming year.

Event Marketing 40

Event Marketing Analytics Planning Marketing Automation Services 40

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

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. Tricia Gellman continues as CMO. Another reason to invest in great MOPs and Analytics people.” Read more here. Why we care.

Work Management 125

Work Management Marketing Management Paid Search Agency Advertising Agencies 125

Marketing Insider Group

SEPTEMBER 9, 2020

As a CMO or director of digital marketing, you can use a handful of B2B marketing metrics to answer them. Analyze your website’s traffic (through tools like Google Analytics) to help measure your marketing performance. B2B buyers look at their vendors as partners in business growth and not just service providers.

Cost per Lead 258

Cost per Lead ROMI CPL Churn Rate 258

Martech

AUGUST 19, 2022

Inadequate vendor/product due diligence. When I say organizational skills, I’m not talking about time management, analytical thinking, attention to detail, etc. The CMO and CTO didn’t have much in common a decade ago. Martech debt can be caused by: Lack of requirements and resources. Poor leadership.

Enterprise Management 107

Enterprise Management Work Management Marketing Management Marketing Budget 107

Martech

FEBRUARY 2, 2024

Prompts: “How do I leverage data analytics to improve my marketing efforts?” ” “What do I need to consider when choosing a vendor for marketing technology solutions?” ” “What are the latest technological advancements in marketing automation?”

Marketing AI 99

Marketing AI Marketing Management Marketing Automation Services Planning 99

Top Rank Marketing

DECEMBER 8, 2023

MarketingCharts What Makes Vendor Content ‘High Value’ for B2B Buyers? Social Media Today Is Video Content Being Created for All Stages of the Buyer’s Journey?

Newsletter 98

Newsletter B2B Marketing Linkedin Studies 98

chiefmartech

AUGUST 16, 2023

The rates at which CRMs, email platforms, analytics/BI, and other attribution and performance tools were replaced have been cut by more than half. If you’re a martech vendor who isn’t prioritizing good integrations as a first-class feature, you’re ignoring the big, booming voice in the sky at your peril.

Budget Programs 84

Budget Programs Work Management Marketing Management Paid Search Agency 84

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

Aberdeen

JUNE 9, 2017

At the same time, it is also the favored scapegoat, evidenced by the fact that average CMO tenures have consistently dropped , decreasing by six months in just two years. Guest Post by Martha Stuart, VP, Software Analytics, Revulytics. Supercharge Web Analytics. If your answer is no, you’re not alone. Let’s take a look at how.

Analytics 63

Analytics Enterprise Management Marketing Automation Services Work Management 63

LEADership

JANUARY 13, 2015

CMO Spotlight: Jon Iwata, SVP, Marketing & Communications, IBM. In response to the great feedback on our CMO Spotlight Series in 2014, I’m happy to continue with it this year. It is up to the vendors to dig deep, identify the gaps and needs, and design custom solutions that solve real, cost-draining problems for their customers.

CMO 40

CMO B2B Marketing Demand Generation Agencies Planning 40

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

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. The path to the bottom line becomes more confusing when the CEO and CMO are not even on the same wavelength. The CMO spends money at the CEO’s request.

ROI 120

ROI Paid Search Agency Advertising Agencies Planning 120

Martech

AUGUST 23, 2023

The dynamic consumer landscape and the brisk pace of tech innovation have compelled businesses to integrate various martech solutions, from AI-centric analytics to chatbots. Data silos emerged, skewing analytics and resulting in campaigns that missed their target audience. Leverage trial periods. Ensure future-proofing.

Work Management 95

Work Management Marketing Management Digital Transformation Customer Satisfaction 95

Martech

MAY 10, 2022

When Rowan Tonkin joined Planful as CMO three years ago, he faced two main challenges. At the time, Host Analytics, now Planful, had focused all its energy on one reviews platform, G2. Buyers are guiding themselves down the funnel, gathering information and turning to peers before engaging with vendors. “I

Buying Cycle 84

Buying Cycle Intent Ideal Customer Profiles Planning 84

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

Martech

AUGUST 28, 2023

And by people, I mean thinking about the best customer experience, working with various teams and learning from diverse perspectives — technical, analytical and creative. Then, use that knowledge to gather specific content from vendors and research other teams that did something similar to address their outlook. IT/engineering.

Work Management 91

Work Management Peer-to-peer Marketing Management Tips 91

Content4Demand

OCTOBER 15, 2021

All too many vendors say that high intent scores indicate that marketers should prioritize an account. Intent is a topic, and predictive analytics is the indicator of potential future action. . This conversation has a three-legged barstool: intent data, predictive analytics, and buyer’s journey stage.

Intent Data 83

Intent Data Intent Intent Signal Account Based Marketing 83

Aberdeen

DECEMBER 27, 2018

Predictive Analytics, often misunderstood as an alternative to buyer intent, commonly had the exact opposite problem. Today’s buyer intent analytics have come a long way. Strengthen your team’s statistical understanding so that they can accurately interpret results from vendors and maximize your ROI.

Buyer Intent 40

Buyer Intent Intent Intent Signal Analytics 40

Leadspace

JANUARY 4, 2017

While this is a broad category, with lots of noise, hype, and fairy dust swirling, there are a few major categories that I believe are the most important to track (and if you’re an aspiring digital CMO and haven’t made these investments, it’s time to start talking to the CIO and the CFO about making them). Real-time content/offer management.

Enterprise Management 116

Enterprise Management Paid Content Marketing Management Marketing Automation Services 116

Martech

JULY 22, 2021

Chasing customer-centricity with customer journey analytics solutions. Former Salesforce CMO Buscemi joins Clari Board. Stephanie Buscemi, who rose to be EVP and CMO at Salesforce, leading a team of 1,700, and moved on in March 2021 to become CMO at data infrastructure vendor Confluent, is adding new responsibilities to her portfolio.

Resource Management 108

Resource Management Enterprise Management Marketing Management Ad Exchange 108

Kabbage

NOVEMBER 29, 2016

Over the span of the year the number of MarTech vendors has nearly doubled, over $1 billion in venture capital has been invested in marketing technology, and marketing budgets have grown exponentially (“ Walker Sands State of Marketing Technology 2017 Closing the Gap Between Martech Innovation and Adoption,” 2016 ). In the SOPM report, 14.4%

Trends 183

Trends Planning Top of Funnel Marketing Budget 183

InsightSquared

JANUARY 8, 2018

The big players — native reporting in marketing automation and cloud-based sales- and business intelligence (BI) vendors — have caused the ground beneath specialty marketing analytics vendors to shake. Marketing automation vendors are the incumbent, and, frankly, they’re acting like it.

Marketing Automation Services 235

Marketing Automation Services Vendors Analytics Top of Funnel 235

chiefmartech

DECEMBER 27, 2018

MarTech will be the best vendor-agnostic conference to attend to master this discipline, to learn from and network with your peers in marketing technology leadership, and to keep ahead of all the changes that continue to disrupt marketing as we know it. A fireside chat with the remarkable Ann Lewnes , EVP & CMO of Adobe.

Conference 86

Conference Peer-to-peer Marketing Management CMO 86

Sword and the Script | B2B

APRIL 23, 2024

Specifically, our survey found, revenue leaders are two to six times more likely to have advanced in-house capabilities such as data science and analytics, marketing automation, and account-based marketing. On average, the leaders are five times more likely to install technology serving these areas.”

Marketing Automation Services 65

Marketing Automation Services Budget Programs Marketing Budget Peer-to-peer 65

Metadata

NOVEMBER 17, 2021

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 it the company’s office manager or the CMO? ABM vendors have created this movement around account-based efforts. Is there an agreed-upon definition of ABM?

Account Based Marketing 98

Account Based Marketing ABM Enterprise Management Work Management 98