Martech

SEPTEMBER 16, 2022

The consumer buying cycle is an increasingly self-serve process scattered across multiple touchpoints. Journey analytics evaluates every piece of content a customer interacts with across the entire buying cycle and assesses how it impacts a measurable outcome (e.g., Why marketers should care about content marketing.

Digital Asset Management 137

Digital Asset Management Paid Content Work Management Marketing Management 137

Martech

AUGUST 10, 2021

Marketers know that in many cases digital transformation has shortened the buy cycle. GTM is not demand generation. Many companies build products and then try to find a market to serve/fit into and wonder why churn, demand or their ‘demand engine’ isn’t working.” Scott Vaughan , CMO and growth accelerator.

Work Management 112

Work Management Marketing Management Marketing Analytics Tools Digital Marketing Funnels 112

LEADership

APRIL 7, 2015

Before the program drained any further resources in time and money, I swallowed hard and gave it to the CMO, “This is not working; it’s actually failing pretty badly. Ashif Dhanani, CMO, Macquarie Telecom hits the nail on the head, “ The idea of failure does not align with the need to have defined KPIs with milestones and targets.

CMO 40

CMO Webinar Metrics B2B Ideal Customer Profiles 40

LEADership

JUNE 26, 2014

In our continuing CMO Spotlight series, I am happy to feature SAP CMO, Jonathan Becher. Becher cautions that unless we start mapping the customer journey through various stages of the buying cycle, we are shooting in the dark. A fitting choice for our Spotlight feature in the midst of World Cup Soccer 2014.

CMO 40

CMO Work Management P2P Peer-to-peer 40

The Point

SEPTEMBER 9, 2014

Here’s Kathleen Schaub, now Vice President of the CMO Advisory Practice at IDC, interviewed back in 2011 : “The Internet and social media have triggered a turbulent change – the rich dialog has shifted online and away from the sales person. B2B Marketing Campaign Strategy Demand Generation lead generation Sales 2.0

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

Content4Demand

OCTOBER 6, 2021

In defense of marketing teams, we had no idea how to 1) understand which accounts were in a buying cycle; 2) make sense of engagement activity, such as a prospect downloading content or attending a webinar; and 3) determine the best time to engage an account. Is there a compelling event that’s driving demand signals?

Buyer's Journey 81

Buyer's Journey Intent Data Intent Lead Ranking 81

ANNUITAS

AUGUST 19, 2014

.’ Buyers are not linear in their progression often times so we really believe that to focus on any one area upstream which is Engage, midstream which would be nurture or Conversion, if you just focus on any one of those areas, you’re missing a good part of the buying process.”. How can we STOP DOING lead nurturing campaigns?

Top of Funnel 100

Top of Funnel Lead Nurturing Lead Scoring Lead Ranking 100

ANNUITAS

APRIL 8, 2014

However, when I speak to marketers and ask about their efforts to chart the buying process, inevitably a funnel graphic appears. Add in the growing number of people involved in a typical B2B buying cycle and it gets even more complex. Each role has its place in the buying cycle and we cannot treat them all the same.

Top of Funnel 100

Top of Funnel Work Management Marketing Management Demand Generation 100

LEADership

MAY 5, 2014

Executives who have all along felt confident in their creative abilities and strategy skills are now astounded as to why a particular CMO wants everyone to go back to the drawing board and focus on the product. Is lead generation and marketing becoming a constant challenge as customers become more demanding? The post HELP!

CMO 40

CMO Work Management Marketing Management Peer-to-peer 40

Biznology

AUGUST 11, 2016

Xerox CMO John Kennedy mentioned that they are using LinkedIn to share content with their followers. Wiley’s CMO, Clay Stobaugh, mentioned that they’re focused on sponsored updates and sponsored Inmails, since they are getting amazing click-through rates. He’s just focused on leads and getting people into the funnel.

Linkedin 80

Linkedin Top of Funnel Marketing Automation Services Sales Qualified Leads 80

ANNUITAS

OCTOBER 23, 2014

but are often bitter when the daily budget runs out before 10:00 AM and the CMO asks you why your ad isn’t running when he or she ran a search on an “important” term. After all, wouldn’t a Demand Generation firm rather capture a lead from someone searching on “Demand Generation strategy services” than just plain old “Demand Generation”?

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency PPC Marketing Automation Services 100

KoMarketing Associates

AUGUST 19, 2013

Paul Dunay (Maxymiser) – Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Add Michael: https://plus.google.com/110241925170552838764. .

Demand Generation Agencies 120

Demand Generation Agencies B2B Marketing Google Work Management 120

InsightSquared

APRIL 12, 2018

Marketers look to their marketing automation platforms (MAPs) not only to execute many of their demand generation activities, but also to understand the effectiveness of their marketing programs. However marketers are largely dissatisfied with the reporting their MAPs offer.

Marketing Automation Services 159

Marketing Automation Services Enterprise Management Work Management Marketing Management 159

KoMarketing Associates

DECEMBER 8, 2015

Demand Generation. Nearly 45 percent of B2B marketers, surveyed by Annuitas, indicated that they are not using buyer personas in demand generation programs and almost half are failing to align content to their buyer’s pain points. Duke University’s “CMO Survey,” indicated that CMOs plan to spend an average of 13.5

Marketing Budget Creation 120

Marketing Budget Creation Marketing Budget Budget Programs Enterprise Management 120

Adobe Experience Cloud Blog

SEPTEMBER 28, 2012

by Dayna Rothman IDC recently released their 2012 CMO Advisory Service Best Practices Series: Realizing the Vision of the 21st Century Lead Management. Develop (nurture): promote prospects through the buying cycle by providing the right communication and engagement at each step. Service Level Agreements are a best practice here.

Work Management 48

Work Management Marketing Management Lead Management De-duping 48

Markempa

JUNE 5, 2019

That’s why I interviewed Heidi Melin ( @heidimelin ), CMO at Workfront on how to get sales and marketing operating as one team. I’m a career CMO. So, I have recently in the last year joined Workfront and I am the CMO at Workfront. So being aligned on lead generation or demand goals with the sales teams are critical.

Paid Search Agency 107

Paid Search Agency Sales Qualified Leads B2B Thought Leadership Digital Transformation 107

Terminus

MARCH 23, 2021

As a reformed B2B demand gen marketer myself, I know how that might sound questionable. Our CEO (and a former badass CMO), Tim Kopp, explained how brand drives demand on an episode of The Roof. You can’t just trick more leads into buying more. So if awareness and traffic is the goal, what’s the strategy?

Account Based Marketing 29

Account Based Marketing ABM Brand Identity Branding 29

6sense

NOVEMBER 9, 2021

Last Friday’s CMO Coffee Talk focused on account-based measurement, and included a wide variety of angles – dashboards, addressing cultural status quo, sales activity vs impact and more. We use the traditional funnel and have MQLs to drive demand gen and brand. An account-based orientation still works for SMB targets.

Lead Ranking 48

Lead Ranking Marketing Qualified Leads MQL Top of Funnel 48

The ABM Agency

JANUARY 15, 2021

While a CFO can advise on the exact portion of the company’s funds that can be spent toward marketing, it’s the responsibility of the CMO to know where and how to spend it. Do you want to speed up your average buying cycle? And in 2021, the roadmap isn’t straightforward or apparent. What is your estimated timeline?

Budget Programs 52

Budget Programs Paid Content Paid Search Agency Marketing Budget Creation 52

PureB2B

NOVEMBER 22, 2021

The intent is a powerful tool that assists B2B marketers in precisely targeting prospects based on their behavior throughout the buying cycle. They might be the CEO or CMO, but they could also be a student or an intern. This is where Behavioral Intent Data enters the picture.

Intent Data 117

Intent Data Intent Marketing AI Lead Ranking 117

Kabbage

NOVEMBER 2, 2016

Let’s look at a marketing scenario: Imagine you’re the CMO of a B2B tech company and your team shares information on your company’s top accounts. Often there is misalignment here, which will lead to inefficiencies in the sales/demand generation process, a frustrated sales team, a confused marketing team, and abandoned potential revenue.

Ideal Customer Profiles 160

Ideal Customer Profiles Profiling Ad Building Allocation 160

DealSignal

FEBRUARY 28, 2018

In the middle of 2017, SiriusDecisions unveiled their latest waterfall model: the Demand Unit Waterfall , which starts with Target Demand — defined as a target market containing potential “demand units”. Enter ABM and the new Demand Waterfall. Potential pitfalls to effective marketing planning. “If Ben Franklin.

Account Based Marketing 61

Account Based Marketing Ideal Customer Profiles ABM Work Management 61

KoMarketing Associates

MARCH 7, 2013

Burgess (@ckburgess) : “CEO & CMO @BlueFocus | Author, social branding, social business | Winner MarketingSherpa Best Social Media Marketing Blog | Huffington/Wharton/Shorty Awards” Follow Cheryl at https://twitter.com/ckburgess. that advance the buying cycle: Founding member @savvy_b2b blog.”

Social Media 120

Social Media Ideal Customer Profiles Twitter Profiling 120

Marketing Insider Group

MAY 11, 2020

Source: Demand Metric). Source: Demand Gen Report). Let’s take a closer look at some tips you can use to make your strategy stronger and able to adjust to new demands. Even if they had physical locations, the demand for online purchases is now the only channel for most. Source: Aberdeen).

Paid Content 166

Paid Content Paid Search Agency Content Marketing B2B Thought Leadership 166

PureB2B

FEBRUARY 15, 2017

While there’s no cut and dried answer to determine a precise timeline, you can come up with the best answer by determining your average customer’s buying cycle. For example, if the buying cycle typically averages four months from lead to sale, then that’s the amount of time you should allot to your lead nurturing campaign.

Top of Funnel 90

Top of Funnel Sales Qualified Leads Marketing Qualified Leads Lead Ranking 90

Adobe Experience Cloud Blog

MARCH 16, 2015

Kicking off the morning sessions were John Common from Intelligent Demand and Steve Krizman from Kaiser Permanente. This session focused on how Kaiser Permanente Colorado, with help from their agency, Intelligent Demand, transformed their marketing and revenue generation strategy. Activation : Conversion through the buying cycle.

Top of Funnel 48

Top of Funnel Paid Search Agency B2B Thought Leadership Multi-Channel 48

ViewPoint

OCTOBER 2, 2012

Rich Vancil, IDC, talked about the need to focus on sales enablement as his advice to CMO’s for 2012: Click to start video at this point —In response to a CMO asking him for one area to focus on for the balance of 2012, Rich recommends sales enablement. Buying cycles are changing.

Sales Qualified Leads 120

Sales Qualified Leads Lead Generation Lead Ranking Marketing Qualified Leads 120

Marketing Insider Group

JANUARY 24, 2013

@ MarketingSherpa – MarketingSherpa – MarketingSherpa provides B2B and consumer marketing professionals practical case studies, research, and training on email, demand gen, search, social, and more. that advance the buying cycle: Founding member @ savvy_b2b blog. Jacksonville Beach, FL – [link].

Twitter 100

Twitter Demand Generation Agencies Paid Search Agency B2B Marketing 100

LEADership

JUNE 17, 2014

In a recent piece in the CMO Spotlight Series, I talked about the different types of metrics for measuring marketing effectiveness. Read 5 Ways to Ignite B2B Demand Generation and Achieve Customer Delight. What are some of the questions keeping you or your CMO up at night? Audiences are easily bored so we can’t let them.

Lead Generation 40

Lead Generation Lead Scoring Lead Ranking Analysis 40

6sense

JANUARY 14, 2016

Instead, marketing must convey the value proposition of their work and provide a success playbook to ensure sales can capitalize on the demand being captured by the marketing team. 4. Market to every stage of the buying cycle.

Top of Funnel 48

Top of Funnel B2B Sales B2B Marketing Lead Ranking 48

Heinz Marketing

MARCH 1, 2021

Pacific on LinkedIn (also on demand) you can find the transcription and recording here on the blog every Monday morning. This week’s show is called “ Business Activity vs Lead Generation – Where True Demand Comes From ” with Justin Shriber , CMO at people.ai. By Matt Heinz , President of Heinz Marketing.

Trigger Marketing 117

Trigger Marketing Intent Signal B2B Sales CMO 117

Kabbage

NOVEMBER 2, 2016

Let’s look at a marketing scenario: Imagine you’re the CMO of a B2B tech company and your team shares information on your company’s top accounts. Often there is misalignment here, which will lead to inefficiencies in the sales/demand generation process, a frustrated sales team, a confused marketing team, and abandoned potential revenue.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Ad Building Allocation 100

PureB2B

FEBRUARY 15, 2017

While there’s no cut and dried answer to determine a precise timeline, you can come up with the best answer by determining your average customer’s buying cycle. For example, if the buying cycle typically averages four months from lead to sale, then that’s the amount of time you should allot to your lead nurturing campaign.

Top of Funnel 62

Top of Funnel Sales Qualified Leads Marketing Qualified Leads Lead Ranking 62

Heinz Marketing

MAY 14, 2018

Our guest this time was Elissa Fink, CMO at Tableau Software @elissafink. Having joined Tableau Software in 2007, Elissa Fink has served as CMO through its rise from start-up to a billion dollar enterprise. She is the CMO for Tableau Software. A shorter episode this time (due to some technical issues) but a good one!

Enterprise Management 42

Enterprise Management Startups Work Management CMO 42

Content Standard

APRIL 22, 2015

Your boss, the CMO, comes to you panicked because marketing fell short of its goal of driving 25 percent of new business for the quarter. After all, he is nervous; the average tenure for a CMO is 45 months—up from 23 months back in 2006.) When and how did marketing influence leads throughout the buying cycle?

Marketing Attribution 40

Marketing Attribution ROI De-duplication De-duping 40

Ambal's Amusings

NOVEMBER 12, 2010

B2B buying cycles are lengthening. This is due to expanded self-education via the vast amount of information online, more people involved in the buying process and the resulting increase in time it takes to gain consensus to get to complex purchase decisions. Keeping a Closer Eye on Content ROI – CMO Council.

ROI 100

ROI Top of Funnel Work Management Marketing Management 100

B2B Marketing Traction

MARCH 12, 2010

Increased amounts of quality, branded content online can attract prospective customers, and then outreach tactics such as email marketing, telemarketing and webinars will engage them and move them through the buy cycle. Maturity Stage of Marketing Product Lifecycle. At what stage is your product or service?

Inbound Marketing 100

Inbound Marketing Marketing Budget B2B Marketing Product 100