Modern B2B

MARCH 9, 2023

We can either be fiddling around fixing our technology, for which the business won’t thank us, or we focus on campaigns, which by definition will be suboptimal, but at least we’ll be actually feeding the sales teams. Throughout the rest of the business, nobody ever asks me “How is the technology enabling what I do?

CMO 52

CMO Marketing Automation Services Demand Generation Agencies Allocation 52

Marketing Insider Group

JUNE 9, 2020

A modern CMO needs a lot more than just marketing skills. There is more information available online than ever before, and research has shown that the vast majority of buyer research takes place before the buyer contacts the vendor. Coca-Cola made headlines a few years ago when they decided to ditch the role of CMO.

CMO 322

CMO Advertisements Advertising Paid Search Agency 322

Martech

FEBRUARY 29, 2024

Training and enablement on existing technology Many technology vendors will tell you that most of their customers use a very small percentage of the features and functionality of their tools. Dig deeper: In this economy CMOs need to spend more on training, not tech 3. Business email address Subscribe Processing. Why is this?

Lead Scoring 105

Lead Scoring Lead Ranking Tips Marketing Management 105

Martech

APRIL 12, 2024

The current business environment — increasingly omnichannel but with a heavy reliance on digital — requires successful marketers to capture, analyze and leverage data to deliver timely personalized interactions across every customer touchpoint. Fully 75% of global 100 organizations say CX is a top priority, according to Forrester Research.

Enterprise Management 94

Enterprise Management Work Management Marketing Management Marketing AI 94

Customer Experience Matrix

NOVEMBER 9, 2015

Maybe I shouldn't be surprised that predictive marketing vendors seem to have anticipated this. The past week brought three more announcements about predictive vendors expanding beyond lead scoring. This isn’t a new service for Radius but it’s one that only some of the other predictive modeling vendors provide.

Lead Ranking 120

Lead Ranking Lead Scoring Work Management Marketing Automation Services 120

Envy

APRIL 29, 2018

Their challenge has progressed to muddier waters; figuring out how to market this already well-defined requirement and be heard in a space dominated by established and veteran vendors, carving out a new and nuanced message. Challenge #2: Oversaturation of Cybersecurity Vendors. Setting the Scene. In 2017, there were approximately 3.5

CMO 81

CMO Allocation Marketing Budget Account Based Marketing 81

KoMarketing Associates

SEPTEMBER 19, 2018

The 2019 Definitive Guide for Building a Marketing Strategy that Influences B2B Sales” report and found that 70 percent of marketing executives now use social media for business purposes. About 39 percent of those who are buyers say that social media has actually influenced their most recent decision to choose a vendor.

Social Media 138

Social Media Marketing Report Social Marketing Media 138

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

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 95

Marketing AI Enterprise Management Features Marketing Management 95

Terminus

NOVEMBER 14, 2023

Efficiency has become the business watchword of 2023. For this reason, CMOs and other marketing leaders need to dig deeper into budget readouts and take ownership of understanding exactly what each dollar spent does for the business. The post The Vital CMO-CFO Relationship appeared first on Terminus.

CMO 29

CMO Budget Programs Marketing Budget Allocation 29

Martech

DECEMBER 28, 2023

They also don’t realize that there are other, more foundational problems that their marketers are facing that would have a bigger impact on their marketing and business success than trying to chase down the hairy beast of AI. Ask the CEO/CMO why she wants you to use AI? Business email address Subscribe Processing. Get MarTech!

Marketing AI 101

Marketing AI Allocation CMO RFP 101

Webbiquity

NOVEMBER 8, 2022

Social proof offers several benefits for both small to midsized businesses (SMBs) and large enterprises. Through produced by companies, case studies are built on verifiable customer experiences and direct quotes from business buyers. Business to consumer (B2C) and B2B influencer marketing can both be effective, but work differently.

Paid Content 346

Paid Content Social Marketing Paid Search Agency Advertising Agencies 346

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. Business email address Subscribe Processing.

Marketing Management 95

Marketing Management Paid Search Agency Marketing Automation Services Gartner 95

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 107

Work Management Generation Marketing Management CMO 107

ClickZ

DECEMBER 10, 2019

It is essential for technology vendors to work closely with an organization during the first couple of months of implementation. She recently moved on from OUP to found her own consulting business which focuses on helping companies assess marketing technology (martech) solutions and select the right tools for their needs.

Work Management 83

Work Management Press Marketing Management CMO 83

Martech

NOVEMBER 9, 2023

As a vendor, many of us have seen our clients’ marketing budgets slashed in 2023. For established vendors, servicing debt is getting very expensive. Watch for that to also have an impact on vendor financial viability in 2024. Existing tools will be difficult to defend without hard evidence of business impact or ROI.

Marketing Management 112

Marketing Management Marketing Budget Budget Programs Vendors 112

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

ANNUITAS

DECEMBER 11, 2023

In fact in many cases, these random acts of marketing barely cover existing customer churn and leave companies with a flat business, eroding growth. Ninety-four percent of marketers are using AI tools as part of their GTM Tech Stack, according to Deloitte’s bi-annual CMO survey. Their approach? What is changing amid this environment?

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ClickZ

AUGUST 22, 2020

Trends and consumer behaviors that will give your business a strategic benefit. How businesses can buckle up for the early holiday shopping season. Bottom line is – if you’re not conscious of your social media approach and strategy, it won’t take time for your “retail” business to see consumer “retaliation”.

eCommerce 126

eCommerce Trends Business Social Media 126

Top Rank Marketing

AUGUST 16, 2023

Companies are facing heightened competition for business at a time where buyer budgets are tightening and purchasing cycles are getting longer. Investing in brand building and long-term growth Among Lebow’s expert-sourced tips for growing business in a difficult market : Don’t over-index on performance. Ad spending is up.

B2B Marketing 92

B2B Marketing Paid Search Agency Terms and Conditions Advertising Agencies 92

Martech

SEPTEMBER 14, 2023

“We live in a peer-bound world,” says Chandar Pattabhiram, CMO for business spend management platform Coupa. Whether you’re buying cars, software, or any other category, buyers are influenced more by their peers than by the vendor themselves.” to 2.9%) than the previous year, according to a Duke CMO survey.

Marketing Analytics Tools 117

Marketing Analytics Tools Marketing Budget Enterprise Management Work Management 117

ANNUITAS

DECEMBER 22, 2011

When he concluded his assessment, I asked, “What does your CMO (his boss) think of all of this?” Unfortunately, this sentiment isn’t limited to this isolated lunch conversation, but one that highlights the lack of effectiveness in many CMO offices today. The need for CMOs to step-up has never been greater than right now.

CMO 100

CMO Peer-to-peer Vendors Gartner 100

B2B Marketing Traction

SEPTEMBER 21, 2012

More startup businesses are adopting a model of outsourcing certain business functions such as marketing, finance and development. By outsourcing marketing, startup businesses can get hands-on senior-level expertise without having to pay salary, overhead and benefits for a senior-level full-time employee.

Startups 100

Startups CMO Paid Search Agency Marketing Management 100

Smashmouth Marketing

NOVEMBER 20, 2013

The benefits of being here are endless: Technology - Aisles and aisles of vendors selling everything from big data (impressed by Tableau ), to sales productivity tools such as InsideSales.com , which Green Leads just implemented. Demand Gen - Find new business. Vendors - Odds are that if your marketing vendors are here.

CMO 100

CMO Lead Gen Vendors Conference 100

ViewPoint

OCTOBER 10, 2011

Who is teaching the CMO how to sell? Let’s see what is causing this role re-alignment and how the CMO is learning these new skills, specifically sales. The typical CMO in a larger enterprise has been in marketing most, if not all, of their professional career. So how can today’s CMO gain these new skills?

CMO 120

CMO Marketing Automation Services Disintermediation Demand Generation Agencies 120

Martech

NOVEMBER 22, 2022

Part of the argument is that the martech stack does not adequately serve the marketing organization or the business due to its complexity. Department of Defense (DoD) to evaluate its vendors’ ability to deliver on software development projects effectively. ” Your business and approach are an innovation.

Work Management 119

Work Management Marketing Management Planning Vendors 119

Martech

DECEMBER 23, 2022

Have you noticed how some marketing technology vendors constantly change the narrative around their products to suit their go-to-market du jour, especially those that have been around for a while? New sellers climb aboard, hoping to capitalize on the vendor’s latest model and make bank. What’s a CMO to do?

Enterprise Management 109

Enterprise Management Work Management Marketing Management Industry CMS 109

Aberdeen

DECEMBER 7, 2017

They turn to their vendors for assistance. When we asked survey respondents if they would be more likely to work with a vendor who questioned their way of doing business by, for example, highlighting an organizational pain point or weakness they weren’t aware of, 65% replied, “Yes.”. Vendors Are a Window. Indeed, 52.8%

Vendors 63

Vendors B2B Differentiation B2B Sales 63

ClickZ

JULY 3, 2019

Business ecosystems are nothing new. Moore pioneered the idea of a business ecosystem in the Harvard Business Review. Looking around today, you’ll see that business ecosystems exist all around us and come in a variety of shapes and sizes. What does today’s ABM business ecosystem look like? Back in 1993, James F.

Account Based Marketing 107

Account Based Marketing ABM DemandBase Business 107

Heinz Marketing

JULY 17, 2018

Heinz Marketing hosts a quarterly CMO roundtable breakfast in Seattle. Our latest breakfast included CMO’s and marketing VP’s from some of the largest tech, rapid growth startups and established companies in the Seattle area. Some of the execs are happy with the vendors and the tech and others are disappointed.

CMO 40

CMO Peer-to-peer Work Management Marketing Management 40

KoMarketing Associates

APRIL 1, 2020

The uncertainty in the world has a profound effect on how B2B organizations will do business now and in the foreseeable future. But even before these recent trends facing business, research indicated that marketing professionals were prioritizing trusting relationships with customers. Comprehensive Company Information. Brand Mentions.

Trust Marketing 180

Trust Marketing Marketing Management B2B Marketing Ad Building 180

ClickZ

SEPTEMBER 16, 2020

Non-existent or deficient business case. Getting swept up in the excitement of martech rather than a detailed capability and vendor fit audit. Since then, as a CMO and a consultant , I have led numerous martech projects where this framework, and the associated methodologies and guidance, have been core to my approach.

Work Management 145

Work Management Marketing Management Planning Paid Search Agency 145

Only B2B

FEBRUARY 11, 2024

With the market becoming saturated with businesses, attracting the right buyers requires precise targeting. This begs the question: what type of intent data works best for growing your business? Accuracy Concerns: Data quality and freshness might vary depending on the vendor.

Intent Data 62

Intent Data Intent Work Management Marketing Management 62

chiefmartech

MARCH 22, 2023

Marketing business acceleration. Don’t miss this opportunity to get recognition for you and your team, as well as the vendors you love working with, by contributing your stack illustration to the martech community! With each of them, Frans and I will host a fireside chat to dig into topics that they’re the world experts in.

Marketing Analytics Tools 86

Marketing Analytics Tools Work Management Marketing Management Best Practices 86

Customer Experience Matrix

SEPTEMBER 3, 2018

Duke Fuqua’s most recent CMO Survey found that use of online (first party) customer data has grown at 63% of companies in the past two years while just 31% expanded use of third party data. Then again, business marketing always relied heavily on third party data. But third party data isn’t going away.

DemandBase 199

DemandBase Lead Ranking Paid Search Agency Work Management 199

Rollworks

MARCH 27, 2019

Before you commit to a long-term ABM strategy, ask your ABM vendor these questions. Not all account-based marketing vendors are created equal and since most B2B deals can take months (if not years) to close, it’s important to figure out exactly what you’re getting with that expensive ABM contract. ' Click To Tweet.

Account Based Marketing 40

Account Based Marketing Vendors ABM Marketing Budget 40

Rollworks

MARCH 27, 2019

Before you commit to a long-term ABM strategy, ask your ABM vendor these questions. Not all account-based marketing vendors are created equal and since most B2B deals can take months (if not years) to close, it’s important to figure out exactly what you’re getting with that expensive ABM contract. ' Click To Tweet.

Account Based Marketing 40

Account Based Marketing Vendors ABM Marketing Budget 40