Marketing Craftmanship

JANUARY 8, 2021

In my experience, the sales team typically forgets to ask prospects how they’ve learned about the company or product. The Holy Grail of Sales and Marketing Alignment. Marketing and sales alignment must be the highest strategic goal for every marketer. Gain a firsthand understanding of the sales process.

Work Management 264

Work Management Marketing Management Lead Scoring Lead Ranking 264

Rev

JULY 12, 2023

Of course, this one-hour rule only really applies if your lead handoff process prioritizes highly-qualified leads that are, in fact, ready and able to buy. Low-quality leads make their way to sales, and some of the most qualified leads fall through the cracks. What is lead handoff between marketing and sales? Sound familiar?

Lead Ranking 78

Lead Ranking Marketing Qualified Leads Ideal Customer Profiles Sales Qualified Leads 78

ANNUITAS

DECEMBER 11, 2023

But whether we are talking about well-thought-out ‘growth marketing’ programs or haphazard ‘inside-out,’ interruptive go-to-market tactics, random acts of marketing and sales are at a breaking point. Our ability to succeed through haphazard marketing and sales acquisition efforts is rapidly coming to an end.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

Marketri

OCTOBER 5, 2023

Recently, I had the opportunity to attend the CMO Summit in San Francisco, a gathering that brought together marketing leaders to discuss the current and future landscape of our industry. Embracing the AI Revolution The CMO Summit exhibited several discussions around the ever-evolving topic of Artificial Intelligence (AI) in marketing.

CMO 62

CMO Marketing AI Ethics Storytelling 62

Vision Edge Marketing

MARCH 30, 2021

If you had a chance to read the recent Korn Ferry article The CMO is Forever Changed , perhaps the statement “linking marketing activities and business results hasn’t always been the strong suit of CMOs” rang familiar. More technology and data than ever sits within grasp of every CMO. How has this worked out for the CMO?

Enterprise Management 281

Enterprise Management Work Management CMO Marketing Management 281

Marketri

DECEMBER 19, 2023

Episode #6: Navigating the Future, Generative AI Use Cases & Impact As a CMO deeply entrenched in the dynamic landscape of marketing, I find myself constantly seeking innovative solutions to elevate our strategies, enhance efficiencies, and stay ahead of the curve. Businesses need to leverage the transformative power of Generative AI.

CMO 62

CMO Generation Urgency Marketing Privacy 62

ABM in Action

JUNE 29, 2023

Traditionally, leads and accounts were treated as incompatible — but Jon Russo, CMO of sales and marketing performance firm B2B Fusion , explained that many practitioners have a lead motion and an account motion, and they exist as two separate entities. Why is it important practitioners unite their funnels?

Top of Funnel 52

Top of Funnel Sales Qualified Leads Lead Ranking Lead Scoring 52

Go Beyond SEO

MAY 14, 2022

Whether your marketing is directionless or you need more financial resources to invest in a solid strategy, here are four signs it’s time to consider a fractional chief marketing officer (CMO). Your company brand and success may have been built long before the days of complex marketing channels and automation. What’s more?

CMO 78

CMO Planning Paid Search Agency Lock-In 78

Marketing Insider Group

AUGUST 30, 2021

The problem with modern sales and marketing. I see with marketing (and sales) this: we get clinical and treat our customers as objects to convert rather than people who need help. I recently met with a group of sales and marketing influencers and we discussed trends and our projects. revenue, leads, opportunities, etc.).

Paid Search Agency 292

Paid Search Agency B2B Sales Marketing & Strategy CMO 292

B2B Marketing Analytics

NOVEMBER 29, 2020

Among the most interesting trends shaping the modern marketing function is the rise of a new breed of the CMOs called the “Revenue CMO”. The role of the CMO has undergone a radical shift especially in B2B technology companies, which are driving the revolution of this new breed of the CMOs.

CMO 100

CMO Marketing Attribution Multi-Touch Attribution Lead Scoring 100

Velocity Partners

FEBRUARY 27, 2024

You know, Marketo and Engagio founder and CMO at Demandbase (and, it just so happens, serial Velocity client). Non-marketers – salespeople, senior executives and CFOs – were thrilled a decade ago when marketing claimed to be fully accountable for the money they were spending as a result of the marketing automation and data revolution.

Sales Management 76

Sales Management Top of Funnel Work Management Brand Identity 76

Martech

FEBRUARY 28, 2022

But in all of my years in B2B, whether as a marketer, an agency person, a consultant or a fractional CMO, people have considered email an important channel but have overlooked its true potential for fulfilling company goals. The perspective has been this: “We have this marketing automation platform. Complex automations.

Marketing Automation Services 127

Marketing Automation Services Intent Marketing Automation Email Marketing 127

Modern B2B

MAY 4, 2023

This distinguished gathering celebrated the launch of Modern’s Digital Connections 2023 report , delving into the concerns keeping B2B CMOs awake at night. These marketing leaders boast CMO roles at nine global businesses, from FinTech to consultancy and SaaS firms. Asks Nick Webb, CMO at CloudPay.

CMO 52

CMO Top of Funnel Marketing Automation Services Digital Marketing Funnels 52

Zoominfo

AUGUST 5, 2020

But what is the key to c-suite sales? The C-suite typically refers to the executive- level managers within a company. Think Chief Executive Officer (CEO), Chief Financial Officer (CFO), Chief Marketing Officer (CMO), etc. Think Chief Executive Officer (CEO), Chief Financial Officer (CFO), Chief Marketing Officer (CMO), etc.

B2B Sales 162

B2B Sales InsideView B2B Work Management 162

NetLine

JUNE 22, 2023

The pain B2B demand gen marketing pros experience whenever sales fails to act on leads or dismiss them prematurely can be quite painful. Sales, conversely, pulls its collective hair out whenever marketing overpromises and underdelivers on quality buyer-level information. That handover process between marketing and sales is crucial.

Validation 97

Validation Sales Qualified Leads Marketing Automation Services High Quality Lead 97

Marketing Insider Group

AUGUST 30, 2021

The problem with modern sales and marketing. I see with marketing (and sales) this: we get clinical and treat our customers as objects to convert rather than people who need help. I recently met with a group of sales and marketing influencers and we discussed trends and our projects. revenue, leads, opportunities, etc.).

Paid Search Agency 176

Paid Search Agency B2B Sales Marketing & Strategy CMO 176

Golden Spiral

APRIL 1, 2022

The average tenure for a CMO has fallen further, to just 40 months , the shortest in the C-Suite. The tenure for a sales VP is much shorter, at around 19 months. Since the beginning of COVID, sales within tech companies has experienced massive attrition with an average tenure for all sales professionals at 21 months.

Top of Funnel 62

Top of Funnel Paid Search Agency Work Management Paid Content 62

Heinz Marketing

MARCH 21, 2022

If you’re not already subscribed to Sales Pipeline Radio , or listening live every Thursday at 11:30 a.m The show is less than 30 minutes, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. Changing the dynamic of prospecting and lead management strategies.

Work Management 95

Work Management Marketing Management Budget Programs Marketing Budget 95

Salesforce Marketing Cloud

SEPTEMBER 21, 2023

Veteran reps will tell you that sales isn’t as simple as prospect, pitch, and close. And it’s become more challenging: Two-thirds of sales professionals say sales is harder now than it was in previous years. One way to overcome the slog: finding inspiration in tactical and insightful sales motivational quotes.

B2B Thought Leadership 64

B2B Thought Leadership Best Practices Thought Leadership Consulting 64

Pam Didner

SEPTEMBER 16, 2020

The difference between winning and losing is your ability to demonstrate your impact on sales using digital data. That’s not an easy feat as it requires to focus on the back-end and front-end, automation/workflows of customer journeys, and user-interface and creative design as a whole. VP of Marketing or CMO. Sales Enablement.

Sales Management 103

Sales Management Paid Search Agency Top of Funnel Account Based Marketing 103

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 have come a long way from the “one-size-fits-all” and “spray-and-pray” marketing tactics of the past.

Account Based Marketing 329

Account Based Marketing ABM Work Management Marketing Management 329

Martech

FEBRUARY 13, 2024

You’ve explored the crucial link between your martech stack and strategic goals in “ The CMO’s guide to aligning martech and business strategy ,” understanding why syncing these elements boosts efficiency, customer value and growth. Look into omnichannel customer experiences and inventory management integrations.

Marketing Automation Services 97

Marketing Automation Services Work Management Lead Scoring Lead Ranking 97

ClickZ

MARCH 31, 2020

30-second summary: Today CMOs need to become agile and leverage cognitive automation in business operations to harnesses digital innovations. Agile can be used to not only manage peaks and valleys but also predict when those swings in demand will occur. CMOs know that time is short in the Business 4.0

Marketing Automation Services 130

Marketing Automation Services Enterprise Management Marketing Automation Planning 130

Adobe Experience Cloud Blog

NOVEMBER 8, 2016

Author: Anastasia Pavlova Whether you’re a small to medium-sized business or a larger enterprise organization, marketing automation is your company’s best bet for staying competitive in this digital age. 53% of the B2B organizations and 43% of B2C and combination B2B/B2C organizations have adopted marketing automation systems.–

Marketing Automation Services 134

Marketing Automation Services Enterprise Management Work Management Marketing Management 134

Pearl Digital Marketing

SEPTEMBER 13, 2019

These for-hire experts include fractional chief marketing officers (CMOs), chief financial officers (CFOs), vice-presidents for human resources, and chief information officers (CIOs). What is a fractional CMO? A chief marketing officer (CMO) is not only a marketing manager but is also the leader of all marketing-related elements.

CMO 75

CMO Enterprise Management Work Management Marketing Management 75

ClickZ

OCTOBER 23, 2020

30-second summary: As per the CMO Survey Report 2020 by Deloitte, the implementation of AI and machine learning is likely to grow in three years to 3.5. As per an article by McKinsey & Company, organizations introducing technology to sales can find ways that deliver double-digit gains in return-on-investment.

Marketing AI 145

Marketing AI Consulting Lead Ranking Automation 145

Martech

SEPTEMBER 16, 2022

It’s often used as a top-of-the-funnel tactic to attract prospects and turn them into leads or customers. The consumer buying cycle is an increasingly self-serve process scattered across multiple touchpoints. a sale, new customer, conversion, etc.). Content manager : Oversees content creation and distribution.

Digital Asset Management 134

Digital Asset Management Paid Content Work Management Marketing Management 134

Litmus

OCTOBER 5, 2021

Businesses need CMOs more than ever before, but the role of the CMO itself has changed. Being a CMO is no longer simply about being great at marketing strategy: The CMO is now a direct influence on business growth and a critical driver of transformation. The evolution of the CMO. 5 essential CMO pivots.

CMO 95

CMO Lead Ranking Planning Advertising Agencies 95

Hubspot

NOVEMBER 1, 2017

What are the sales trends of 2018? Sales automation. Focus on the middle of the funnel. And if history repeats itself, just like 2017 we’ll see major developments in the sales world. To find out what’s coming, I asked sales leaders, experts, and reps to predict the top sales trends of 2018.

Top of Funnel 92

Top of Funnel Trends Digital Marketing Funnels Paid Search Agency 92

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. Here is why: Getting your hands dirty.

CMO 61

CMO Peer-to-peer Enterprise Management Work Management 61

SalesIntel

MAY 12, 2023

Inbound lead conversion is always one of the biggest concerns for marketing and sales departments. You’d need that financial advisor to be a part of a 100+ employee enterprise to have any chance of making that sale. According to reports , inaccurate contact data wastes 27% of your sales reps’ time yearly! Yellow-green?

Lead Ranking 52

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 52

Modern B2B

MARCH 9, 2023

In theory, marketing technology platforms should be supporting our marketing processes, enabling us to work at a pace and required volume. But if you say, “I need to fix my marketing automation tool or I need to change my CMS”, for example, there’s no immediate and obvious return to the business.

CMO 52

CMO Marketing Automation Services Demand Generation Agencies Allocation 52

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

Martech Advisor

FEBRUARY 18, 2020

72% of Chief Marketing Officers (CMOs) see greater collaboration in organizations to reach company-wide growth goals. Executives-as-a-Service" firm, Chief Outsiders , released its 2020 Market Trends , a CMO survey about what to expect this year in marketing and company growth. Pete Hayes, CMO and principal of Chief Outsiders.

CMO 89

CMO Customer Surveys Marketing AI Paid Search Agency 89

Heinz Marketing

MAY 2, 2022

If you’re not already subscribed to Sales Pipeline Radio , or listening live every Thursday at 11:30 a.m The show is less than 30 minutes, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. how to infuse the buyer’s journey into a sales enablement system/program.

CMS Development 98

CMS Development Marketing Automation Services Lead Ranking Ideal Customer Profiles 98

Adobe Experience Cloud Blog

FEBRUARY 10, 2020

Especially as the marketing landscape grows, founders with technical and sales backgrounds simply don’t have time to study marketing’s many niches. Outsourced marketing processes vary by company, of course. Automation. When done well, marketing automation delivers new leads for 80 percent of companies.

Startups 173

Startups Paid Search Agency Planning Autoresponders 173

Adobe Experience Cloud Blog

JUNE 7, 2019

Automation is making waves in the business world as more and more companies are moving towards digital transformation. Furthermore, the greatest benefits that business leaders expect to see from digital adoption include saving time and money by automating tasks and reducing the need for human involvement.

Marketing Automation Services 134

Marketing Automation Services Marketing Automation Automation Marketing Budget 134