Rethinking Market Strategy In A Digital Economy

Tony Zambito

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing. vendor) information is diminishing while credibility in influencer sources is rising. by Delwar Hossain.

Why being a CMO is better than being a CEO?


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.

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Make chatbot-ready videos for account-based marketing


A person embarking on a buyer’s journey (at the “awareness” stage) is happy to view a short explainer video that brings them up to speed on the main features and benefits. ” First of all, is this person on a “buyer’s journey?”

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

Buyers Are Saying The Same. Recent surveys, from the likes of Forrester and SiriusDecisions , indicate the sentiment is nearly 70% or more of buyers outright reject content. As much as 80% say, “Vendors give me too much material to sort through”. by Aha-Soft.

What Does The Marketing Leader Say? Reactions To B2B Research On How CMOs Buy


The report, Inside The Head Of A Marketing Leader: The Buyer’s Journey , pulls back the curtain on exactly how CMOs buy and how these key decision-makers engage with the buyer’s journey and what drives or hinders their ability to make better buying decisions.

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Intent Data: A Direct Line into Prospects Ready to Buy Your Product or Service

SmartBug Media

It’s not as simple as a magical button on your browser homepage—but it is a very real set of data analytics based on consumer behavior across the web (not just on your website) that: Gives you a front-row seat to live buyer activity, shows you the buyer’s pain points.

The Marketing Leaders Have Spoken: New Research From Heinz Marketing and PathFactory


Specifically, how marketing leaders (VPs, CMOs, C-Suites) engage in the buyer’s journey, interact with content, and make decisions. This way they can ensure content meets everyone’s needs at every stage of the buying journey. Two words: buyer enablement.

Using Intent Analysis to Tailor Programmatic Ads


hoping one of your messages connects with your buyer at the right moment of intent, with the right content to engage them. This score exhibits more than whether or not an account is on the buying journey. It shows where on that journey the account currently is.

Buyer Intent and Predictive Analytics – Unified Through Data Science


When the concept of buyer intent was first introduced, the mathematics behind it were fairly basic. Predictive Analytics, often misunderstood as an alternative to buyer intent, commonly had the exact opposite problem. Today’s buyer intent analytics have come a long way.

My Journey from What If to What’s Next


My own journey from What If to What’s Next. 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.). The whole world is going digital – and companies everywhere must adapt to compete.

3 Reasons Why Intent Programmatic Outperforms Profile Programmatic in Advertising


Best-in-Class Intent Programmatic includes AI/ML to know where an account stands in the buyer journey. Ads, then, can be staged to be more relevant at the right time: nurturing – early; endorsement – middle; vendor-sort – late. Or tune your ad to the buyer journey?

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Anatomy of a Buyer Intent Signal


The accuracy of buyer intent data depends upon an accurate interpretation of an intent signal. Intent signals are given off by a prospective buyer’s behavior during their web-based research. Adjacent Categories are vital to identifying an early buying journey in the Core.

Why Are B2B CMOs Still Using Excel As Their Marketing Planning Tool?


And then there are the Lumascapes from LUMA partners, who have been tracking vendor landscapes by sectors. There have certainly been advances here, too, with great tools for every executive.except for the CMO. Nearly 70% of CEOs expect the CMO to do so.

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14 Key B2B Marketing Reports to Inform the Strategic Budgeting Process

KoMarketing Associates

2018 CMO Global Study. From the SiriusDecisions report: The annual SiriusDecisions Global CMO Study is a key deliverable that informs our research by exploring how marketing leaders are adapting their marketing strategy to support their organization’s growth objectives.

You May Be Surprised At The Biggest B2B Marketing Responsibility Of 2016

Marketing Insider Group

In a recent survey conducted by ITSMA , business-to-business (B2B) marketers worldwide expect that understanding buyers will be their # 1 responsibility in two years (85%). So where does this prediction (or perhaps dread) related to the need for buyer understanding come from?

Business to Individual (B2i): The New Imperative for B2B E-commerce Marketing?

KoMarketing Associates

Mobile device adoption brings information to the B2B buyer anytime and in almost any location. In fact, the whole buyer consideration process is changing – especially as you look at it from the customer buyer journey. Here are two examples: First, a large software vendor.

Microsoft, Marketo and Facebook’s 5 Tips for Focused, Effective Marketing


“There are hundreds and hundreds of new martech vendors coming out every year, if not thousands,” he said. Spend time developing your Ideal Customer Profile and understanding their buyer journey.

Notes from the Marketing Operations Executive Summit 2014


Are 1000+ marketing technology vendors sustainable? 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.

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Unlock The Power of Intent Data To Scale Up Your ABM Programme

Unbound B2B

Henry Schuck summarizes this rather well when he says, “the digital footprint that B2B buyers create may actually be bigger, or at least have more depth and breadth. Intent data is any topic -related activity that indicates a potential buyer’s interest in your business or industry.

Demandbase ABM Innovation Summit 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 Intent in mapping how & where to engage the buyer earlier in their journey.

What Is B2B Social Media Marketing?

KoMarketing Associates

Social media marketing offers many benefits for both vendors and buyers. A Multi-Channel Approach: It’s no secret that buyers interact with brands across a variety of channels and platforms like email, social media, and on their mobile devices and tablets. The CMO Survey Highlights and Insights Report revealed that CMOs from B2B product companies said they spend 9.4%

A Double Take on the Forrester New Wave: ABM Platforms


Box CMO Carrie Palin said , “6sense enables us to be more intelligent about everything we do based on an understanding of which customers are in-market and where they are in their journey.”. The Forrester New Wave report lists 14 ABM platforms that matter the most and how they stack up.

PowerViews with Jeff Ernst: Marketing & Sales Must Work Together


In this second episode of PowerViews, I have the pleasure of talking with Jeff Ernst who provides advisory services to CMO and marketing leadership professionals as Principal Analyst at Forrester Research.

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How to Use Intent Data in Account Based Marketing


Within this massive amount of information, there is more insight about our buyers available to us than ever before. 67% of the buyer journey takes place digitally, according to SiriusDecisions. John Steinert, CMO of TechTarget.

12 Statistics to Guide Your B2B Marketing Investment in 2018

KoMarketing Associates

The good news is marketers are dedicating more resources to content personalization and understanding the B2B buyer journey : 60 percent claimed they have a documented personalization strategy. As customers increasingly look for a more tailored and personalized experience from vendors, investment in personalized content and strategies add value. 68% of B2B buyers say it’s ‘very important’ to deliver a high-quality customer experience.

A preview of MarTech: over 50 in-depth sessions at the intersection of marketing, technology, and management


Those starting digital transformation or those far along the journey? The upcoming MarTech conference in the Bay Area, April 3-5, will deliver on the promise of an in-depth, vendor-agnostic, BS-free program that will help you better lead marketing technology and operations at your own company.

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5 major themes from MarTech with big implications for marketing


” He discussed six implications of that — including the scary prediction for many adtech vendors that intermediaries-to-intermediaries, which constitutes 90% of the digital ad market today, will shrivel, and only intermediaries-to-principals (consumers and marketers) will thrive.

Digital Future: Predictive Advertising, Chapter 2 – The 9 Biggest Challenges in Marketing Technology at a Glance


With buyer journeys becoming more consumer-centric, market forces are pushing brands to deliver higher-quality, more-relevant, and more-cohesive advertising experiences. No wonder the average CMO tenure is just 18 months.

87 New (Really) Marketing Automation Stats

Marketing Action

Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Buyer Zone, The State of B2B Lead Generation 2013 Report , Aug 2013). Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ).

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Sales Pipeline Radio, Episode 136: Q&A with Tracy Eiler @tracyleiler

Heinz Marketing

We were thrilled this last time to talk with Tracy Eiler , CMO at InsideView Technologies in an episode called, “Managing Massive MarTech Migrations: Strategic & Tactical Best Practices with Tracy Eiler. She is the CMO of InsideView. She is the CMO of InsideView and is the midst of making a transition on the marketing automation platform side. She is the CMO at InsideView. Both vendors were coming back to us with a 7% uplift.

6 Distinguishing Traits of the New Age B2B Buyer —And 6 B2B Lead Generation Tips to Engage


As B2B marketers, it would be of tremendous value to us to get a similar insight into the B2B buyer’s mind. There’s only one problem here—the B2B buyer is far more complex and changing more dynamically than the B2B marketer ever can or will.

70 New (Really) Marketing Automation Stats

Marketing Action

Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Buyer Zone, The State of B2B Lead Generation 2013 Report , Aug 2013). Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ).

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Exec Q&A: Insights from the Front Lines on Transformation, Growth and Drinking Our Own Champagne


Can you share a little about your journey to get here and what ultimately drove your decision to join the team? I’ve not only worked alongside Jason, Sanjay and Kyle Christensen, our new CMO, at Responsys, but I’ve also witnessed Viral and Amanda in action and knew they had the technical chops to sustain and extend the market momentum they had already achieved for 6sense. We’re shining a light onto our customers’ buyers and where they are.

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70 New (Really) Marketing Automation Stats

Marketing Action

Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Buyer Zone, The State of B2B Lead Generation 2013 Report , Aug 2013). Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ).

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Sales Pipeline Radio, Episode 164: Q&A with Karen Steele @karenmsteele

Heinz Marketing

We were thrilled this last time to talk to Karen Steele , CMO at LeanData Inc. If you think about the buyer journey is almost all digital now, there’s multiple people involved in the journey. Ops-Stars is really a gathering of some of the best and the brightest minds in Revenue Operations, Sales Operations, Marketing Operations, the people wanting to learn about the journey to Revenue Ops. She’s the CMO, Chief Marketing Officer of LeanData.

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73 Experts Reveal B2B Marketing Trends to Leverage in 2017


Buyers are tuning out (or blocking completely) self-serving promotion and ads. For marketing practitioners 2017 will see the combination of the power of Marketing Automation, and Content Marketing, to deliver quality and relevant content personalized to the buyer journey.

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