Hinge Marketing

MARCH 27, 2019

A perfect example of masterful CX was when Qualtrics’ CMO, Kylan Lundeen , handed out electric guitars as awards to a handful of exemplary clients of major brands like LL Bean and American Express for using the software to achieve breakthroughs within their organizations. B2B CX is Different than B2C. They are all unique experiences.

Work Management 62

Work Management Marketing Management Service Buyer's Journey 62

Aberdeen

FEBRUARY 5, 2020

A Deloitte CMO survey found that, “While marketing analytics is on the rise, a lack of trained professionals as well as tools/processes to measure the impact of marketing analytics are the biggest obstacles to marketing leaders.”. More and more, big data analytics solutions are becoming the answer.

Intent Data 78

Intent Data Buyer's Journey Paid Search Agency Intent 78

Envy

JANUARY 28, 2018

With AI technologies driving better accuracy in sales intelligence, there will be an increase in personalized, data-driven marketing for both B2B and B2C. Already well entrenched in the B2C world, influencer marketing is now making its stance with B2B marketing. We expect this trend to continue. Marketing Automation.

Top of Funnel 103

Top of Funnel Marketing AI Enterprise Management Account Based Marketing 103

SWZD

APRIL 9, 2019

ABM has become the strategy baseline for B2B marketers as digital innovation has continued to change the behavior of B2B buyers and how they approach the decision and purchase process. The role of AI in facilitating engagement with the buyer throughout their journey. B2B buyer behavior continues to evolve.

DemandBase 48

DemandBase Account Based Marketing ABM B2B Thought Leadership 48

Tony Zambito

SEPTEMBER 27, 2015

In fact, the first large scaled buyer persona development initiative ever done was accompanied by detailed customer journey mapping in 2002. The idea of the consumer journey or buyer’s journey, as you can see, is not an entirely new concept. (For Taking The First Step On A New CMO Journey.

Allocation 100

Allocation Buyer Personas CMO Press 100

Content4Demand

NOVEMBER 16, 2021

But a part of its journey included using Bombora’s Historic Buyer Journey Analysis to understand what intent topics were a fit for its audience. Holly Celeste Fisk is an accomplished marketing pro with 20+ years of experience in B2B and B2C. That alone is enough to get brownie points with sales! ” Holly Celeste Fisk.

Intent Data 99

Intent Data Top of Funnel Intent Relevance 99

ANNUITAS

MARCH 20, 2014

Great buyer journey sample @jonmiller 1) be a better marketer 2) why MAS? CMO own the marketing technology strategy, work with IT on the marketing technology tactics #marketingopssummit. Understanding the individual buyer – true, but don’t forget they are part of a buying TEAM. jonmiller # marketingopssummit.

Work Management 100

Work Management Marketing Management Marketing Automation Services Demand Generation 100

Content4Demand

NOVEMBER 15, 2018

This SnapApp post goes deeper into the importance of bottom-of-the-funnel content – what it is, why it’s important and which formats are a great fit for this pivotal stage of the buyer’s journey. Clorox Is Preparing for a World With More—But Less Obvious—Marketing, Says CMO Eric Reynolds.

Top of Funnel 57

Top of Funnel Word of Mouth Content CMO 57

Tony Zambito

AUGUST 14, 2016

As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent. With many touted frameworks and processes being representative of buyer personas in name only. Information Overload by Jenny Chisnell.

Buyer Personas 102

Buyer Personas Ideal Customer Profiles Profiling CMO 102

Tony Zambito

APRIL 14, 2011

.  In fact, it is fair to say that the buyer will view the value of their relationships with sellers based on a high percentage of their experiences with the selling company.    Today, B2B companies will need to catch up to B2C advancements in this area if they are to have a future in buyer relationships. 

Buyer Personas 100

Buyer Personas Buyer's Journey Wikipedia Social Networks 100

Tony Zambito

JUNE 6, 2017

In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C. In B2C, this has significant value. Illustration by Aneeque Ahmed. The rise of data analytics is resulting in increased budgets and staff to account for the volume of data that can now be computed and accessed.

Marketing AI 214

Marketing AI Paid Search Agency Buyer Personas Companies 214

B2BMarketing.net

NOVEMBER 6, 2023

Elevating ABM: Modern techniques for a changing world Next up, CMO of Demandbase, Jon Miller, discussed the evolution of marketing and outdated practices, and introduced an ABM playbook. They also delved into the key to getting better data and insights from sales to ensure optimal revenue.

Account Based Marketing 52

Account Based Marketing ABM Conference Lead Ranking 52

Tony Zambito

MARCH 6, 2017

What level of authentic buyer insights do CEO’s and their C-Suite need? While B2C has most of the buzz related to digital transformation, the impact is felt mostly in channels and distribution. Here are five areas of transformation CEO’s will need insights on: Digitization of Products.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

JUNE 5, 2016

Most notably in B2C. The rise of the digital economy has amplified the need for businesses to address the way in which their potential buyers and customers view both their actual and perceived experiences. This creates a dilemma for B2B for experiences, in general, are not as easy to get descriptive about in B2B as in B2C.

Buyer Personas 100

Buyer Personas Research B2B Correlation 100

Adobe Experience Cloud Blog

MARCH 16, 2015

Created buyer personas and journeys. Created messaging that supported the unique buyer journey for both their B2B and B2C business. The CMO panel featuring: Sanjay Dholakia: CMO of Marketo. Alan Gellman: CMO of Esurance. And the results? Super impressive! $50 6,788 opted in leads.

Top of Funnel 48

Top of Funnel Paid Search Agency B2B Thought Leadership Multi-Channel 48

KoMarketing Associates

SEPTEMBER 14, 2013

I had the opportunity to speak with Michael Ni , CMO/SVP, Marketing and Products, of Avangate , an e-commerce platform designed for the software and cloud service markets, about the evolution of B2B e-commerce and the need for B2B marketers to establish true business to individual (B2i) connections.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Top of Funnel 120

SmartBug Media

SEPTEMBER 6, 2019

Everstring , in a partnership with Bombora , uses firmographic, technographic, and intent data, along with customized global data sets, automation, artificial intelligence, machine learning algorithms, and an organization's own first-party intent data, to help both B2B and B2C companies identify and target potential buyers.

Intent Data 79

Intent Data Marketing AI Intent Bombora 79

Marketing Insider Group

MAY 31, 2012

Marketing is not known for innovation: SAP’s CMO Jonathan Becher (@ jbecher ) addressed the audience and started by saying that marketing is not really known for innovation because we are focused on tactics. jbecher on small difference between B2C and B2B #sds12. Marketing planning should start with the buyer journey!

B2B Thought Leadership 100

B2B Thought Leadership Work Management Inbound Marketing Peer-to-peer 100

Aberdeen

DECEMBER 20, 2018

Often, buyers in the Core Category are also on the buying committee of the Adjacent Category (i.e., These are words that indicate the position within the buyers journey. General News Sites – news articles about the category that catch the attention of your buyer. Stage Keywords.

Intent Signal 49

Intent Signal Buyer Intent Intent Intent Data 49

Tony Zambito

FEBRUARY 28, 2016

According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

PathFactory

FEBRUARY 28, 2019

And buyer enablement is the only way to improve the buyer’s journey. There’s inspiration all around us in our B2C lives–whenever Netflix recommends another series or Spotify creates a custom playlist based on my music taste. But it’s possible and it’s what buyers have come to expect.

Research 40

Research Psychographics Eye-Tracking Paid Search Agency 40

Aberdeen

DECEMBER 6, 2018

Well, here’s why we did it: B2B marketing is undergoing a fundamental change as buyer journeys are now primarily online, and massive new data streams become available to improve the performance of marketing and sales. Maybe you know Aberdeen as a research firm and are surprised we acquired an intent data company?

Intent Data 40

Intent Data Purchase Intent Intent Buyer's Journey 40

The Marketing Blender

OCTOBER 7, 2021

Here are a few key questions to explore: Can imitating popular B2C branding strategies work for B2B? Let’s begin by looking at the differences between B2B and B2C. B2B vs. B2C Example: A commercial oven manufacturer is a business that sells equipment to restaurants (business-to-business or B2B). If not, why? Higher stakes.

Webinar Metrics 98

Webinar Metrics Brand Identity Branding Marketing & Strategy 98

SnapApp

APRIL 4, 2018

To help overcome this challenge and help you better communicate the value of your marketing efforts across the entire buyer journey , we reached out to 39 B2B marketing executives to see what metrics they use to measure and report on performance to the C-suite. . Orbit Media | Co-founder and CMO. . . Triblio | CMO. . .

Lead Ranking 107

Lead Ranking Paid Content Cost per Lead Marketing Qualified Leads 107

Full Circle Insights

FEBRUARY 28, 2021

Building a Solid Case for Attribution to the CMO. Top 10 Reports Your CMO Wants from Digital Marketing. Ultimate CMO Board Package Reference Guide. Lead-to-Account Matching Buyer’s Checklist. The business case for a strong CMO-CIO partnership: A guide. Economic Uncertainty Is Resurrecting the CMO Role.

Lead Ranking 89

Lead Ranking Sales Management Marketing Attribution Full Circle Insights 89

Contently

DECEMBER 14, 2022

As a results-driven CMO, your team KPIs and campaign-specific goals extend beyond building brand awareness. Keep in mind this process can take much longer in the world of B2B marketing—months or even years—compared with B2C. This workflow is essential because different employees may create content for each stage of the buyer journey.

Top of Funnel 110

Top of Funnel Ideal Customer Profiles Marketing & Strategy Digital Marketing Funnels 110

KoMarketing Associates

APRIL 15, 2020

Research from Gartner has revealed that not only does most of the buyers’ journey happen before the company is ever contacted; only 17% of the cumulative time a buyer puts into making a purchase will be spent meeting with potential suppliers. The B2B buyers’ journey ranges from 6 to 12 months on average.

Buyer's Journey 157

Buyer's Journey Peer-to-peer Enterprise Management Work Management 157

Contently

JANUARY 2, 2018

Brands will make much better use of persona research and buyer’s journey stages when planning and executing their content strategies. Kelly Wenzel, CMO. B2C companies will take more of a public stand on key topics, especially social issues, which will be reflected in their content. Tweet this!). Tweet this!).

Enterprise Management 160

Enterprise Management Top of Funnel Marketing Management Content Marketing 160

Aberdeen

DECEMBER 28, 2018

Best-in-Class Intent Programmatic includes AI/ML to know where an account stands in the buyer journey. Profile Programmatic can’t detect the stage of the buyer journey (or if there even is one), so it must serve a generic, less relevant ad to everyone (which bottoms out the numerator).

Profiling 8

Profiling Intent A/B testing Advertisements 8

Martech Advisor

MARCH 11, 2020

Content marketing is defined as a marketing approach that pertains to the creation and distribution of valuable and relevant content with an intention to entertain, educate, inform, or inspire the target audience to guide them through the buyer's journey. This stage is equivalent to the awareness stage of the buyer's journey.

Top of Funnel 107

Top of Funnel Paid Content Practices Examples 107

Aberdeen

MARCH 21, 2018

For the entrepreneur looking to enter (and hopefully disrupt) a specific industry, there’s a lot to know and learn. Perhaps most importantly, you need to quickly determine the needs of your target consumers, and figure out exactly what your competition is doing to meet them.

Process 55

Process Top of Funnel Paid Search Agency Purchase 55

Aberdeen

DECEMBER 21, 2018

Among the many uses of web-based intent data is its ability to profile the buyer’s journey for B2B technology. Consider today’s most talked about technology – AI and Machine Learning. If you were interested in deploying this technology in your organization, how would you go about that process?

Intent Data 45

Intent Data Marketing AI Intent Intent Signal 45

Aberdeen

DECEMBER 27, 2018

When the concept of buyer intent was first introduced, the mathematics behind it were fairly basic. Practitioners would choose an available stream of web hits, then determine which accounts’ traffic indicated a propensity for interest in a category of product or service.

Buyer Intent 40

Buyer Intent Intent Intent Signal Analytics 40

Aberdeen

JANUARY 2, 2019

In folklore, a “highwayman” is a robber who preys on travelers as they journey on unfamiliar roads.

Intent 49

Intent Intent Signal Buyer Intent Intent Data 49

Full Circle Insights

FEBRUARY 8, 2021

In the Gartner CMO Spend Survey , nearly 70% said they expected to increase martech investments over the next 12 months. Another point in favor of more CMO-CIO collaboration: there’s evidence that it increases revenue. CMOs and CIOs: Stronger Together in the Digital Age. Building a Solid Case for Attribution to the CMO.

Lead Ranking 59

Lead Ranking Sales Management CMO Marketing Attribution 59

SnapApp

DECEMBER 12, 2017

Ex-Google and Facebook CMO consultant Andy Betts says all CMOs need to quickly get comfortable with using AI, or risk falling behind: . The CMO’s best play at this point is to prepare what you can and commit to staying on top of the news around AI applications in marketing as it breaks. Vengreso | CMO. . .

Marketing Automation Services 103

Marketing Automation Services Marketing AI Paid Content Marketing Automation 103

Full Circle Insights

SEPTEMBER 11, 2020

Rumors that the CMO role is going the way of the dodo bird have been circulating for years. Talk of the role’s imminent extinction ramped up considerably in 2019 when the CMOs of three major brands—McDonald’s, Uber, and Johnson & Johnson— stepped down and were not replaced.

CMO 52

CMO Lead Ranking Sales Management Marketing Attribution 52