Remove blasts vendor
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An Essential Guide to B2B Marketing Metrics That Matter

Marketing Insider Group

As a CMO or director of digital marketing, you can use a handful of B2B marketing metrics to answer them. Do not rely solely on cold calling or marketing email blasts. B2B buyers look at their vendors as partners in business growth and not just service providers. Leaders are looking beyond engagement numbers and qualified leads.

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Content + Intent Data: Intent vs. Predictive Data

Content4Demand

All too many vendors say that high intent scores indicate that marketers should prioritize an account. As a result, far too many marketers get that spreadsheet and blast it to their sales and marketing teams and let them do what they may. Intent data is not predictive. It’s a reflection of past digital behaviors.

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Embrace a value-based approach to agile marketing leadership

Martech

Instead of blindly accepting every request, encourage them to have a dialogue like this: Stakeholder: “I need you to send out an email blast to everyone on our mailing list telling them about our new banking app.” Start by helping your team to ask the right questions. Employee: “What are you trying to achieve?” Click here to download!

Planning 101
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My Journey from What If to What’s Next

6sense

In 2013, Forrester released a Forrester Wave report (aka Forrester’s evaluation of vendors in a software, hardware or services market) in the Identity and Access Management space for the cloud. This year, identity in the cloud was merged with access management, which includes all large IT vendors: Oracle, IBM, Microsoft and CA Technologies.).

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The Social Business Imperative

Marketing Insider Group

Bill cites a 2011 study of 600 CEOs that report that nearly three-quarters of CEOs feel that their CMO “lacks business credibility” (73%) and are tired of being asked for money without a forecasted business impact (72%). And he continues to report that CEOs have lost patience with marketing. Well they seem to agree!

Business 100
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Marketing Leads: Quality Vs. Quantity

Marketing Insider Group

Contacts from companies that are qualified as leads but not yet passed to sales can end up landing in the target list for an email blast or an event invitation. When a CMO asks a CSO what he wants from the lead program, he often hears something like the following: I want a lot of leads and I want them to be highly qualified.

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effective marketer principle 4: take responsibility for decisions

The Effective Marketer

The names of the people who will be affected by it, especially if approvals are needed (think for example about whether the CEO, the CMO, or another high level executive needs to review and approve your ad campaign before it goes out the door. but you should also look into whether the sending of the email itself was done correctly.

Planning 100