Marketing Insider Group

FEBRUARY 6, 2023

According to Laurie Buczek , research vice president , IDC CMO Advisory practice “B2B tech buyers are undeniably digital-first and digital always in their buying journey. Remember the best thought leadership is based upon research that also helps establish the organization as a trusted advisor.

B2B Thought Leadership 230

B2B Thought Leadership Lead Ranking B2B Marketing Planning 230

Martech

AUGUST 15, 2022

Serve the clients, not the organization. An important step for CMOs today is to make sure expectations align with what the job entails. Too often organizations misunderstand marketing’s responsibilities. CMOs build the business — they don’t just market it. The marketing role is not designed to support but to lead.

Enterprise Management 99

Enterprise Management Business CMO Digital Transformation 99

Martech

NOVEMBER 9, 2023

A CMO I recently spoke to told me that in 2022, they closed one out of four opportunities created by marketing. Data integration issues still plague organizations, as well as historical attribution challenges. Those tools are now beginning to be under the microscope , and CMOs have to rationalize those investments.

Marketing Management 113

Marketing Management Marketing Budget Budget Programs Vendors 113

Marketri

DECEMBER 11, 2023

Just like the Tour de France, B2B marketing is a journey, not a sprint, and in this thrilling journey, we discover that the challenging and endurance-testing nature of the Tour de France mirrors the relentless, data-driven efforts of B2B marketers. Meticulous measurement throughout the buyer journey helps keep those efforts on track.

Planning 62

Planning B2B Thought Leadership CMO Ethics 62

Tony Zambito

MAY 19, 2021

This new reality will put added pressure on CMOs and CSOs to coordinate strategies impacting the development of digital buying experiences. It is the type of development B2B organizations will have to attain deep buyer insights about if they hope to accelerate their revenue growth. At least have a chance to.

Differentiation 244

Differentiation Top of Funnel Buy Buyer Personas 244

LEADership

NOVEMBER 11, 2014

When worldwide CMO of MasterCard, Raja Rajamannar joined the company in July 2009, he faced the question that many senior executives in a similar position have to answer—“How do you decide what stays, what goes out?” What are some of the most successful campaigns your organization has run over the years? Are you still running them?

CMO 40

CMO Top of Funnel Buyer's Journey Multi-Channel 40

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. Leveraging analytics through the entire buyer’s journey.

CMO 61

CMO Peer-to-peer Enterprise Management Work Management 61

PathFactory

MAY 24, 2023

According to actual customers, PathFactory is being used across the entire buyer journey from top-of-funnel marketing , to ABM , through the sales cycle and supporting customer adoption and retention. The value can be experienced by the entire Go-to-Market team.

Marketing Analytics Tools 52

Marketing Analytics Tools Advertising Agencies Top of Funnel Buyer's Journey 52

Kaon

SEPTEMBER 22, 2015

Sales and Marketing Alignment- Don’t listen to the Marketing Consultants, presented by CMO of SmartBear, Bryan Semple. Measuring each and every step of the buyers journey is more important for marketing than knowing if they end up in a closed deal. Align sales and marketing terminology within your organization.

Hubspot 100

Hubspot Conference CMO Buyer's Journey 100

Marketing Insider Group

NOVEMBER 23, 2023

I’ve put together a list of some of the most important content marketing questions marketers at all levels — from CMO to SEO intern — have today. With SEO and social media marketing, you can direct organic (and qualified) traffic to your brand’s website’s blogs or to other content. When did content marketing start?

Content Marketing 221

Content Marketing Work Management Paid Search Agency Marketing Management 221

Tony Zambito

NOVEMBER 2, 2016

Digital disruption means organizations must stay alert to how an existing market strategy may have to undergo reinvention. In essence, developing a periscope capability to understand how markets will be affected and what opportunities present themselves to their organization. Change can happen in just a few short years.

Organization 100

Organization Enterprise Management Marketing & Strategy Marketing Strategy 100

Martech

JUNE 29, 2022

. “The average B2B customer journey takes 192 days from anonymous first touch to won,” according to Dreamdata in their 2022 B2B Go-to-Market Benchmarks — a statistic described by co-founder and CMO Steffen Hedebrandt as “alarming.” Get the daily newsletter digital marketers rely on. Processing.Please wait.

Ideal Customer Profiles 107

Ideal Customer Profiles Multi-Touch Attribution Marketing Attribution Peer-to-peer 107

Golden Spiral

APRIL 1, 2022

The average tenure for a CMO has fallen further, to just 40 months , the shortest in the C-Suite. Let’s look at three factors: The B2B Buyer. The Changing Role of the CMO. The B2B buyer has changed in several fundamental ways: It’s a joint effort. The Data-Driven CMO. Others might organize by tactic.

Top of Funnel 62

Top of Funnel Paid Search Agency Work Management Paid Content 62

Tony Zambito

OCTOBER 26, 2020

This was quickly followed by other large organizations. An outcome is buyers and buying teams are scattered. To reset their buyer strategy for post-pandemic revival, leaders can take four actionable steps: Do buyer research to learn how buyer goals have changed. Refresh buyer personas and buyer journey mappings.

Marketing & Strategy 245

Marketing & Strategy Buyer Personas B2B Sales Interactive Marketing 245

Seismic

OCTOBER 28, 2021

In this new normal, buyer engagement consists of social selling, Zoom calls, and remote presentations. A buyer in 2021 starts their day at a desk, most likely in their home office. A buyer journey that previously started at an industry conference now begins on LinkedIn and consists of review site searches and case studies.

Work Management 52

Work Management Marketing Management Buyer's Journey Sales Cycle 52

Adobe Experience Cloud Blog

MARCH 19, 2018

If not, you can identify the business case as the potential to reach ( organic search traffic ), engage (social shares), and convert (subscribers and leads ) buyers you would have never reached if you hadn’t done content marketing. Or does a competitor beat you on organic search? Step 2: Find or Reallocate The Budget.

Cost Per Click 134

Cost Per Click Lead Ranking Content Marketing Budget Programs 134

Conversica

JANUARY 19, 2022

the leader in Conversational AI solutions for enterprise revenue teams, today announced the hiring of growth marketing and technology expert David Greenberg as Chief Marketing Officer (CMO). Greenberg brings more than 20 years of leadership experience, most recently serving as CMO of marketing automation platform, Act-On.

Enterprise Management 40

Enterprise Management Paid Search Agency Marketing Management Marketing Automation Services 40

Conversica

JANUARY 19, 2022

the leader in Conversational AI solutions for enterprise revenue teams, today announced the hiring of growth marketing and technology expert David Greenberg as Chief Marketing Officer (CMO). Greenberg brings more than 20 years of leadership experience, most recently serving as CMO of marketing automation platform, Act-On.

Enterprise Management 52

Enterprise Management Paid Search Agency Marketing Management Marketing Automation Services 52

Tony Zambito

JULY 17, 2016

People and professionals in organizations can have different intentions while working towards the accomplishment of organizational, as well as, individual goals. Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers). Transformation by Yu Luck.

Intent 100

Intent Buyer Personas CMO Work Management 100

Mereo

MARCH 21, 2024

Second, the buying organizations were mostly retailers or brand companies selling directly to consumers. NAVIGATE YOUR SALES FORCE AWAY FROM ADDING TO BUYER FRICTION If your sales force is stuck on selling to buyers, they are adding friction to a buyer journey that is already challenging enough.

Buy 41

Buy B2B Thought Leadership Multi-Channel Sales Cycle 41

Marketing Insider Group

AUGUST 11, 2015

Of course, with a staggering amount of technology available to marketers ( 1,876 vendors as of Scott Brinker’s latest count ,) and Gartner’s predictions that the CMO will spend more on IT than the CIO by 2017, it comes as no surprise that managing this technology took it’s place as a major responsibility in the survey.

B2B Marketing 100

B2B Marketing Marketing Management B2B Paid Search Agency 100

Tony Zambito

SEPTEMBER 6, 2016

Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today. Buyer Profiling.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 100

KoMarketing Associates

APRIL 7, 2021

Here is Gartner’s definition of demand generation: “Demand generation is a data-driven marketing strategy focused on driving awareness and interest in an organization’s products and services, with the ultimate goal of developing long-term customer engagement. Want to improve the customer experience with content?

Demand Generation Agencies 236

Demand Generation Agencies Demand Generation Demand Marketing Budget 236

Strategic-IC

FEBRUARY 18, 2022

These organizations typically employed large Sales teams that targeted similarly large corporations. The digital and business transformation that has been taking place over the last twenty years has changed beyond all recognition organizations, their products and services, and how they purchase. How companies buy. Yes and no.

Peer-to-peer 62

Peer-to-peer Account Based Marketing ABM Work Management 62

Tony Zambito

OCTOBER 12, 2020

This transformative upending in B2B commerce has led to both buyers and B2B organizations viewing customer experience as a more important factor than product and price. Many customer experience efforts by B2B organizations have content marketing as a cornerstone for such initiatives. Perhaps even more.

Buyer Personas 310

Buyer Personas B2B Amazon Fulfillment 310

Marketing Insider Group

MARCH 3, 2014

This was also the main focus of a recent article in AdAge , which states that for many successful CMOs, the risk of inaction is greater than the risk that comes with making bold moves. According to Jennifer Warren, CMO of Radio Shack, this is the secret to her success. ” And it comes just 9 months into her tenure as CMO.

Peer-to-peer 100

Peer-to-peer Work Management CMO Paid Search Agency 100

Tony Zambito

SEPTEMBER 28, 2016

In essence, what buyers are doing, from an activity standpoint, when it comes to their process, or journey, towards a purchase decision. The insights gleaned from such mapping can contribute to improving processes and experiences for customers and buyers. The implications to marketing and sales are profound.

Buyer Personas 100

Buyer Personas Buyer's Journey Case Studies Buy 100

6sense

DECEMBER 8, 2021

CMO of 6sense , generating and closing more opportunities with AI insights & orchestration. Plus, your buyers are sharing information over email, chat and your website; tracking these interactions and how they affect your buyers’ intent makes the difference. Regularly wash out gradoo. Now, remodels are ongoing.

Design 62

Design Work Management Top of Funnel Marketing Management 62

Heinz Marketing

JUNE 14, 2021

You are a regular at our Friday morning CMO Coffee Talk group as well, and every time you share something the chat lights up with people saying, “I want to be Cay when I grow up,” just because you’ve got good instincts and experience and together it’s really, really useful. Cay Gliebe: My pleasure, Matt.

Top of Funnel 135

Top of Funnel Paid Search Agency Work Management B2B Sales 135

Hinge Marketing

MARCH 27, 2019

Many organizations would probably answer with, “ to deliver exceptional value to our clients ” or something along those lines. Here’s a clip from a recent webinar where Lee Frederiksen and I map out a high-level professional services buyer journey: (You can watch the full webinar here ). They are all unique experiences.

Work Management 62

Work Management Marketing Management Service Buyer's Journey 62

Tony Zambito

NOVEMBER 1, 2015

One of the key premises of user personas and buyer personas, since their origins, are they can foster a common view of customers within organizations. B2B CMOs can be caught in a maze of an organization faced with marketing complex solutions for complex problems. Strengthening The Common View Of Customers.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Mereo

MAY 5, 2022

ALIGNING THE SALES PROCESS TO THE BUYER JOURNEY. How is your buyer journey changing , and how is your sales process adjusting to serve that? How do other operating disciplines support the sales process along the buyer journey? Why / why not? what will your leadership focus on to reinforce)?

Optimization 41

Optimization Buyer's Journey Differentiation Class 41

Content4Demand

NOVEMBER 16, 2021

The most progressive B2B organizations are using intent to help segment audiences and serve them content that is relevant to their interests at the right time. 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.

Intent Data 99

Intent Data Top of Funnel Intent Relevance 99

Marketing Insider Group

SEPTEMBER 29, 2014

So personalization is relevant across the buyer journey, not just after the sale. At the conference I also attended a session from Deloitte where they also presented research on the top objectives of today’s CMO. While personalization is seen as important, few collect the data required to be effective.

Marketing Attribution 100

Marketing Attribution Planning Marketing Management Conference 100

ANNUITAS

AUGUST 19, 2014

have seen organizations say, ‘We’re going to focus squarely middle and do nurturing.’ If you don’t know what your upstream content is like, how do you have that continuity and dialog with the Buyer? Number two is really the way that most organizations do lead scoring today is really, really poor.

Top of Funnel 100

Top of Funnel Lead Nurturing Lead Scoring Lead Ranking 100

Mereo

SEPTEMBER 29, 2022

Buying committees are on the rise in the new B2B buyer journey. You want their deciding team to look upon your organization and unanimously agree: “Yes. In the 2022 DemandGen survey of 340 B2B executive buyers , 68% indicated this was the most important element in their ultimate solution decision. PUT BUYERS FIRST.

Buy 41

Buy B2B Thought Leadership Buyer's Journey Case Studies 41

Mereo

JUNE 29, 2023

REDUCE THE AMOUNT OF WASTED, VALUABLE RESOURCES Align Your Sales and Marketing Teams With over half of marketing assets going unused due to irrelevance, how can you ensure that will not happen to your organization? Just like your value messaging, your content should resonate and be tailored for buyer needs.

Top of Funnel 36

Top of Funnel Content Marketing Case Studies Case Study 36