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. The concept of one-to-one or one-to-few marketing is hardly new.

Account Based Marketing 347

Account Based Marketing ABM Work Management Marketing Management 347

Orange Owl Blog

AUGUST 1, 2024

Fractional Marketing Top 10 Benefits of a Fractional CMO: Detailed Insights with B2B Examples Orange Owl August 1, 2024 Share : Table of Contents A fractional CMO can bring numerous benefits to a B2B business, offering the expertise and strategic insight of a full-time CMO without the associated costs.

CMO 52

CMO Enterprise Management Work Management Marketing Management 52

Sword and the Script | B2B

JULY 16, 2024

“Seventy-three percent (73%) of B2B revenue comes from existing customers in the form of renewals, cross-sell, and upsell, and the remaining 27% comes from new business.” ( source ) Tactics 11. B2B marketers say paid social media (65%) and email (64%) are the most effective channels ( source ) 12. B2B marketing video.

Statistics 118

Statistics B2B Marketing B2B Thought Leadership Webinar Metrics 118

ViewPoint

APRIL 14, 2017

Last week I published a blog that provided five ways to avoid getting burned by outsourced B2B sales lead generation, qualification and nurturing. Sales/B2B Marketing execs feel intense need to do something, but are afraid to risk budget. The need for sales pressures the CMO to deliver leads fast.

Lead Generation 176

Lead Generation Sales Leads Sales Qualified Leads Generation 176

ANNUITAS

NOVEMBER 29, 2023

There is perhaps no more challenging role in the C-suite than that of the Chief Marketing Officer (CMO) within a B2B organization. While the data on average tenure for CMOs changes each year, the consistent trend is that – among the C-suite – CMOs typically have some of the shortest tenure, well shorter than CEOs, CFOs and CIOs.

CMO 147

CMO Positioning Peer-to-peer Marketing Analytics Tools 147

CMSWire

JULY 1, 2025

And for marketing, the future seems increasingly murky. How will we absorb AI’s opportunity and disruption, manage evolving customer dynamics and deal with a fluctuating economic environment? Flaw Description Plans are outdated before they’re finished Markets are complex systems with unpredictable feedback loops.

Sitefinity 106

Sitefinity Marketing Budget Digital Experience Platform Enterprise Management 106

ViewPoint

MAY 13, 2016

How to define a lead and gain agreement is the first of 7 Truths about Sales and Marketing that CEOs need to know. This post is part of a series about the CEO’s role in eliminating wasted marketing spend and increasing sales results. For whatever reason (was it beneath him?) the CEO failed to step in and act.

PointClear 174

PointClear SIC Allocation Ideal Customer Profiles 174

InsightSquared

SEPTEMBER 18, 2019

When sales cycles are short, marketing attribution can be fairly straightforward. The higher the value of the contract, the longer the sales cycle and the more complex the marketing machine, the harder it becomes to know where marketing spend is achieving ROI.

Marketing Attribution 227

Marketing Attribution Paid Search Agency Top of Funnel Funnel Advertising 227

KoMarketing Associates

MARCH 8, 2018

How well are you managing your B2B marketing performance? In other words, do you know what’s working, what’s not, and where to spend your next marketing dollar with confidence? Investments – Budgets, spend management, and reconciling with finance. Mistake #3: Using Borrowed Systems in Marketing.

B2B Marketing 186

B2B Marketing Work Management Planning Marketing Management 186

Full Circle Insights

MAY 20, 2022

to continue nurturing leads through the funnel. Predicting Behavior Through an Account-Based Management Role Lens. They want to control the process, which often means doing their own research. Marketing Attribution and Funnel Metrics Are Still the Key. Velocity & Shortening Your Sales Cycle.

Marketing Attribution 98

Marketing Attribution Sales Management Top of Funnel Lead Ranking 98

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

Marketri

OCTOBER 9, 2024

Fractional marketing is a model that enables growth-minded companies to obtain precisely the marketing skills and expertise needed to meet aggressive goals. It’s a flexible, scalable, and cost-effective approach to structuring the marketing function, using an outsourced team that delivers a high ROI on the marketing spend.

Paid Search Agency 62

Paid Search Agency Advertising Agencies Top of Funnel Sales Management 62

DivvyHQ

APRIL 4, 2019

As a CMO, you feel tremendous pressure from the board, sales, customers and just about everyone in your company. You not only have to manage ideas, but you also have to manage people, content, campaigns, budgets, and results. CMOs need to attribute our contributions to revenue. Proving ROI.

CMO 108

CMO Work Management Budget Programs Marketing Management 108

Marketing Insider Group

JUNE 26, 2023

If you’re wondering if your marketing is working, here is a rundown on how you can conduct a thorough marketing audit of your promotional initiatives — along with a few tips to clean things up, boost performance, and unlock the full potential of your marketing efforts. Hawke Media’s Hawke AI tool is one option for this.

Paid Search Agency 261

Paid Search Agency Digital Marketing Funnels Ad Frequency Marketing & Strategy 261

Zoominfo

JUNE 12, 2023

Our session included go-to-market efficiency insights from ZoomInfo CEO Henry Schuck and CMO Bryan Law, as well as Bain Partner Mackenzie Bushy and Dell SVP of Global Sales Operations Prabha Ramakrishnan. As Schuck put it, there are really only three ways to drive sales efficiency.

Marketing Analytics Tools 130

Marketing Analytics Tools Efficiency Sales Management Product 130

B2B Marketing Directions

JULY 12, 2020

Within the past several days, however, research has been published that provides several important insights about how COVID-19 has affected marketing. And the findings about marketing spending are particularly interesting - and a little surprising. Image courtesy of Sy Clark via Flickr CC.

Budget Management 98

Budget Management Spending CMO Marketing Budget 98

CMSWire

JUNE 11, 2025

The Gist Budget pressures rise. CMOs face tough scrutiny over marketing spend as economic volatility grows. Moreover, accountability for marketing spend has intensified, which means chief marketing officers are going the extra mile to show impact on business growth. Data privacy shift.

Marketing AI 62

Marketing AI Budget Programs Sitefinity Marketing Budget 62

The Marketing Blender

FEBRUARY 9, 2022

What is a fractional CMO? If you’re thinking about outsourcing some (or all) of your marketing responsibilities, you may have stumbled upon fractional CMO services. What is a fractional CMO, how are they different from a marketing agency, and how can they support your business? What is a fractional CMO?

CMO 98

CMO Paid Search Agency Marketing Budget Creation Marketing Budget 98

Full Circle Insights

NOVEMBER 10, 2020

Process efficiency is the other key to marketing success. In an earlier post, we talked about some of the preconditions for achieving that, such as finding a way to monitor funnel metrics using a single source of data truth inside the CRM and closer alignment between the sales and marketing organizations.

Marketing Attribution 98

Marketing Attribution Sales Management Lead Ranking Budget Programs 98

Heinz Marketing

FEBRUARY 5, 2025

Budget Cuts and Restructuring: Gartners 2023 CMO Spend Survey showed that marketing budgets have dropped to 8.2% of company revenue, signaling a more cautious approach to spending. Marketing teams are being asked to do more with less.

Ideal Customer Profiles 71

Ideal Customer Profiles Efficiency Marketing Analytics Tools Cost 71

Full Circle Insights

APRIL 20, 2021

The share of marketers who report adopting an agile marketing approach has been growing , as we find that the pandemic accelerated implementation of agile techniques – with their budget-friendly and shorter project timelines. How Marketing Performance Measurement Drives Agility. That’s agility in action.

Lead Ranking 98

Lead Ranking Sales Management Marketing Attribution Full Circle Insights 98

Marketri

MAY 28, 2025

Youre scrutinizing spending across every function, including marketing. How do you manage your marketing budget in 2025? How do you scale your marketing to drive growth with limited resources? Are there better alternatives to hiring a full marketing team? percent during this time.

Top of Funnel 62

Top of Funnel Planning Paid Search Agency Work Management 62

Heinz Marketing

JUNE 11, 2025

For CMOs championing new GTM initiatives, being able to forecast pipeline and revenue with accuracy – and tie marketing spend directly to those future outcomes – is paramount. If sales – with its direct line to revenue – struggles with forecasting accuracy, marketing’s projections can be even more fraught.

Forecasting 54

Forecasting Budget Programs Lead Ranking Top of Funnel 54

Heinz Marketing

JANUARY 29, 2019

I recently hosted our latest invite-only CMO Roundtable in Seattle. We partnered with Allocadia and our topic focused on Finance and Marketing Alignment with the CFO and CMO. Chris Pick , CMO from Apptio and Samantha Bannister , VP of Finance and Operations from Allocadia were the panelists who provided valuable insights.

CMO 68

CMO Marketing Attribution Work Management Marketing Budget 68

Full Circle Insights

JULY 9, 2020

The name of the game is efficiency in marketing spend, and here are some high-level tips to keep in mind: Validate your targets and refine your Ideal Customer Profile (ICP) in a downturn. For this, you need to know about funnel metrics and campaign attribution. Velocity & Shortening Your Sales Cycle.

Marketing Budget Creation 98

Marketing Budget Creation Marketing Budget Lead Ranking Planning 98

MKT1

JULY 30, 2024

When done right, a pricing page reinforces your positioning, provides clarity about the value of your offering to your audience, makes the sales process easier, and increases overall conversion. Previously, she was CMO at Mode and VP of Marketing at Kissmetrics, plus she’s advised LeanData, Sendoso, Twilio and more.

Price 105

Price Pricing Effectiveness Ideal Customer Profiles 105

Marketing Insider Group

FEBRUARY 5, 2024

Content Marketing Stats 84% of digital marketing leaders acknowledge the role of AI in enhancing personalization. Zippia) 82% of marketers report that AI significantly influences their content creation plans. Hubspot) 79% of companies have observed revenue growth in marketing and sales due to AI.

Paid Content 302

Paid Content Stats Marketing Budget Webinar Metrics 302

Full Circle Insights

JUNE 22, 2021

Align more closely with colleagues in other departments, particularly sales. Maybe you’re sold on agile marketing for all those reasons and more, but the question now might be how to build support in your organization to switch from traditional to agile marketing methods. 3 Agile Marketing Tips for the Post-Pandemic Economy.

Planning 102

Planning Lead Ranking Sales Management Marketing Attribution 102

Full Circle Insights

NOVEMBER 26, 2020

Martech spending increased in 2020 and is expected to remain strong in 2021, as businesses continue to rely on digital channels, especially B2B companies that can’t hold in-person events. A Gartner CMO spend survey found that 68% expect to increase martech investments in the coming months. So, how can CMOs reach out?

Sales Management 98

Sales Management Lead Ranking Marketing Attribution Top of Funnel 98

ViewPoint

JUNE 10, 2016

Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the final of a multi-part blog series. Many challenges facing Sales and Marketing have been around since the beginning of time. Experience has taught me that only 5% to 15% of inquiries are ready to speak to Sales.

Sales Qualified Leads 120

Sales Qualified Leads Planning Peer-to-peer Work Management 120

Full Circle Insights

JULY 27, 2021

SAN MATEO, Calif —July 26, 2021 —Today, the Business Intelligence Group named the Digital Source Tracker from Full Circle Insights Product of the Year in the 2021 Sales and Marketing Technology Awards program, also known as The Sammys. Velocity & Shortening Your Sales Cycle. Complete Funnel Visibility and Reporting.

Full Circle Insights 98

Full Circle Insights Lead Ranking Sales Management Marketing Attribution 98

B2B Marketing Directions

OCTOBER 3, 2021

The findings of the August 2021 edition of The CMO Survey were published last month. The CMO Survey is led by Dr. Christine Moorman and sponsored by Duke University's Fuqua School of Business, the American Marketing Association and Deloitte LLP. The CMO Survey is conducted semi-annually, and it provides a wealth of information.

CMO 96

CMO Customer Surveys B2B Gartner 96

Full Circle Insights

JUNE 16, 2020

It allows you to track the impact of your full funnel digital marketing efforts in terms of pipeline and revenue. Revenue: The Revenue dashboard shows which digital marketing programs lead to opportunity creation and sales. Defining Marketing Attribution. Velocity & Shortening Your Sales Cycle.

Lead Ranking 98

Lead Ranking Sales Management Marketing Attribution Enterprise Management 98

Full Circle Insights

JULY 12, 2021

In February 2021 , Digital Source Tracker was a Bronze Stevie® Winner in the “Marketing Solutions – New” category, gaining additional recognition for Digital Source Tracker, which helps bridge the disconnect between digital B2B marketing sources and CRM systems. Velocity & Shortening Your Sales Cycle.

Full Circle Insights 98

Full Circle Insights Sales Management Lead Ranking Marketing Attribution 98

Crimson Marketing

NOVEMBER 10, 2014

Your company conducts quarterly budget reviews to determine how well projections aligned with performance. The problem is, by the time you analyze those results, you’ve likely already spent too much—or too little—on marketing.

Budget Programs 100

Budget Programs Enterprise Management CMO Planning 100

Full Circle Insights

NOVEMBER 24, 2020

maker of comprehensive sales and marketing performance measurement solutions, has continued to focus on innovation this year, harnessing patented technologies and designing new dashboards for its Digital Source Tracker product to empower digital marketers with the Full Circle Method. .” SAN MATEO, Calif.,

Full Circle Insights 94

Full Circle Insights Sales Management Lead Ranking Marketing Attribution 94

Full Circle Insights

AUGUST 8, 2021

How do I map that against key sales stages like when the Opportunity was created and closed? Velocity & Shortening Your Sales Cycle. Complete Funnel Visibility and Reporting. Optimizing Marketing Outcomes Over Time. Optimize Your Marketing Mix in Salesforce. Building a Solid Case for Attribution to the CMO.

Sales Management 98

Sales Management Lead Ranking Marketing Attribution Multi-Touch Attribution 98