Sword and the Script | B2B

APRIL 23, 2024

The two organizations teamed up to survey “sales and marketing executives at about 1,100 US software and cloud hosting companies.” Successful B2B software companies experiment with marketing more The B2B software companies that are successful with marketing are very intentional about experimenting.

Marketing Automation Services 73

Marketing Automation Services Budget Programs Marketing Budget Peer-to-peer 73

KoMarketing Associates

JULY 14, 2021

Investing in marketing technology, also known as martech, has not always been a top priority for companies. The CMO Council, in conjunction with Televerde, recently published the “Rising Above the Fray” report. Approximately 41% increased their use of their current martech stack, rather than making new investments in this area.

Spending 292

Spending Budget Programs Gartner CMO 292

Marketing Insider Group

JUNE 9, 2020

A modern CMO needs a lot more than just marketing skills. In recent years, we’ve seen a trend towards companies slashing their advertising budget. 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.

CMO 314

CMO Advertisements Advertising Paid Search Agency 314

InsightSquared

APRIL 12, 2018

This is what the findings were in a study done by Heinz Marketing and InsightSquared titled, Marketing Automation Platform (MAP) Satisfaction Survey 2018: Are Marketing Automation Vendors Still Meeting the Needs of Today’s Marketer? The key purpose of a MAP is to deliver personalized messaging and MAP vendors are excellent at this.

Marketing Automation Services 159

Marketing Automation Services Enterprise Management Work Management Marketing Management 159

chiefmartech

DECEMBER 21, 2020

He joined as the CMO of Aetna in 2016, digitally transforming the organization through its acquisition by CVS. He now serves as an executive advisor to several cutting-edge martech vendors.

CMO 78

CMO Marketing Management Advertising Agencies Digital Transformation 78

Envy

APRIL 29, 2018

Thanks to omnipresent security threats, cybersecurity CMOs no longer need to demonstrate the importance for companies to get proactive about their company’s cybersecurity resilience. million malicious applications wreaking havoc on businesses in all verticals, causing companies significant losses of time and money.

CMO 83

CMO Allocation Marketing Budget Account Based Marketing 83

Modern B2B

MARCH 9, 2023

The other thing that compounds it is that marketing tech tends to be non-core to the business, so it’s unclear if it sits with the CMO or the CTO. The second thing is where to go for advice, that’s impartial and not tied to just one vendor. And finally, if you do use external companies, you can’t just offload the problem to them.

CMO 52

CMO Marketing Automation Services Demand Generation Agencies Allocation 52

B2B Marketing Traction

SEPTEMBER 21, 2012

What can an Outsource Chief Marketing Officer (CMO) do for your startup? Your Outsource CMO can research demographics, psychographics and market opportunities by conducting interviews and surveys and by researching existing industry statistics and studies. Validate your product or service concept through research and analysis.

Startups 100

Startups CMO Paid Search Agency Marketing Management 100

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

Martech

APRIL 12, 2024

Meanwhile, the boom in artificial intelligence and machine learning is driving vendors to enhance the capabilities of these platforms in a number of ways, making the value proposition even more attractive. Dig deeper: Does your company need a CDP?

Enterprise Management 95

Enterprise Management Work Management Marketing Management Marketing AI 95

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

Pearl Digital Marketing

SEPTEMBER 13, 2019

There are Uber and Lyft for transportation needs, ready-made apps and software companies can use and integrate into their system (such as SaaS), and Amazon to take care of online shopping needs and product delivery. For example, fractional CMOs or outsourced marketing executives. What is a fractional CMO?

CMO 75

CMO Enterprise Management Work Management Marketing Management 75

Crimson Marketing

FEBRUARY 11, 2015

Steven Wastie, CMO of application performance management company AppDynamics, knows—his company doubles its revenue every year. He shares how investment in marketing technology and models across the company is helping AppDynamics stay agile. Steven Wastie is the CMO of AppDynamics.

Multi-Touch Attribution 100

Multi-Touch Attribution CMO Work Management Marketing Management 100

Terminus

NOVEMBER 14, 2023

Research how similar businesses saw impact and when bringing in a new vendor or software solution request case studies to help gauge performance metrics and when you can expect to see ROI. How will this expense position the company to reach longer-term strategic goals? What kind of budget does the department have?

CMO 29

CMO Budget Programs Marketing Budget Allocation 29

Martech

DECEMBER 28, 2023

This is the same problem companies faced when CMOs started hiring data scientists a few years ago when the data scientists quickly discovered that the CMO had no idea what problems the models were solving, and the data itself needed herculean engineering before models could even be built.

Marketing AI 97

Marketing AI Allocation CMO RFP 97

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. This may never change. Their approach?

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

Martech

NOVEMBER 9, 2023

The map, which started in 2011 with only 150 companies listed, now contains over 11,000 companies* — a ridiculous growth rate of over 7,000%! As a vendor, many of us have seen our clients’ marketing budgets slashed in 2023. For established vendors, servicing debt is getting very expensive.

Marketing Management 108

Marketing Management Marketing Budget Budget Programs Vendors 108

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. When I joined Seismic, I had never been the CMO before.

CMO 61

CMO Peer-to-peer Enterprise Management Work Management 61

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

Webbiquity

NOVEMBER 8, 2022

Through produced by companies, case studies are built on verifiable customer experiences and direct quotes from business buyers. For example, bias : we presume that a friend or even an online stranger will provide us with a more unbiased evaluation of a product or service than a salesperson employed by the vendor would. Uncertainty.

Paid Content 346

Paid Content Social Marketing Paid Search Agency Advertising Agencies 346

Customer Experience Matrix

OCTOBER 21, 2010

Summary: a CMO Council survey shows that CMOs and CIOs agree they need to cooperate, but disagree on how well they're doing and what their roles should be. This affects marketing automation vendors too, since they sell to both sides. The CMO Council generously shared the detailed data with me.

CMO 120

CMO Enterprise Management Work Management Marketing Management 120

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. B2B companies are fighting over limited spend,” wrote Sara Lebow. Sales growth is down for B2B products. Ad spending is up. The going is getting tough, so marketers are getting going.

B2B Marketing 93

B2B Marketing Paid Search Agency Terms and Conditions Advertising Agencies 93

Martech

SEPTEMBER 14, 2023

The companies range from mid-market startups to large public enterprise companies. Today’,’s prospects are still heavily influenced by the people around them, by companies they can trust, and by the recency of the wealth of information available. to 2.9%) than the previous year, according to a Duke CMO survey.

Marketing Analytics Tools 113

Marketing Analytics Tools Marketing Budget Enterprise Management Work Management 113

ANNUITAS

DECEMBER 22, 2011

He was telling me about his organization, the relationship between sales and marketing, and what he knew needed to change to make his company more effective. When he concluded his assessment, I asked, “What does your CMO (his boss) think of all of this?” The need for CMOs to step-up has never been greater than right now.

CMO 100

CMO Peer-to-peer Vendors Gartner 100

ViewPoint

OCTOBER 10, 2011

Who is teaching the CMO how to sell? ” However, if you’re leading a marketing organization in a B2B company, this question is directly tied to marketing’s new revenue imperative and it can be a very scary question. So let’s look at where the CMO might learn these new skills. Who doesn’t want this?

CMO 120

CMO Marketing Automation Services Disintermediation Demand Generation Agencies 120

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. Since then, we have continued to creatively market to that PE firm and their portfolio of companies.

Account Based Marketing 328

Account Based Marketing ABM Work Management Marketing Management 328

Only B2B

FEBRUARY 11, 2024

Must Read: What is Intent Data and How it Can Help Your Company? Companies that prioritize first-party intent data are 2.3 Second-Party Intent Data: Imagine partnering with non-competitive companies to exchange relevant audience data. Accuracy Concerns: Data quality and freshness might vary depending on the vendor.

Intent Data 62

Intent Data Intent Work Management Marketing Management 62

KoMarketing Associates

APRIL 1, 2020

The February 2020 edition of “The CMO Survey” revealed that more customers place an emphasis on trusting relationships with vendors when it pertains to business, outpacing factors such as superior innovation, product quality, and low price. Comprehensive Company Information. What does this mean for B2B marketers? Brand Mentions.

Trust Marketing 180

Trust Marketing Marketing Management B2B Marketing Ad Building 180

Aberdeen

DECEMBER 7, 2017

Specifically, he said, “Companies in the B2B space all work under the same assumption: that their buyers have needs and that we have to align our messaging and our offerings to these needs.”. If a company doesn’t know what they need, then they should figure it out before getting our hopes up!”. And, of course, some companies do.

Vendors 63

Vendors B2B Differentiation B2B Sales 63

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

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.

Account Based Marketing 40

Account Based Marketing Vendors ABM Marketing Budget 40

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. Third party data also includes intent information based on behaviors beyond the company’s own Web site.

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.

Account Based Marketing 40

Account Based Marketing Vendors ABM Marketing Budget 40

ClickZ

SEPTEMBER 16, 2020

With such a vast array of tools, and marketing technology companies (especially the big marketing clouds) being amazingly good self-promoters, it is easy for marketers to get distracted by the latest shiny new object (i.e. Getting swept up in the excitement of martech rather than a detailed capability and vendor fit audit.

Work Management 145

Work Management Marketing Management Planning Paid Search Agency 145

Martech

NOVEMBER 22, 2022

Department of Defense (DoD) to evaluate its vendors’ ability to deliver on software development projects effectively. More recently, martech vendors (and consulting firms) have embraced and invented various self-serving maturity models to help them sell more software and services. It’s the hole, not the drill.

Work Management 115

Work Management Marketing Management Planning Vendors 115

Vision Edge Marketing

DECEMBER 15, 2020

We live in a peer-bound world,” says Chandar Pattabhiram, CMO for Coupa. Whether you’re buying cars, software, or any other category, buyers are influenced more by their peers than by the vendor themselves.”. These changes have far-reaching implications for the ways companies’ market and sell.

Peer-to-peer 285

Peer-to-peer Buy Sales Cycle B2B Sales 285

Martech

MARCH 18, 2022

The CMO can be held accountable for the spend, but he must be able to speak to the CEO in terms they can understand. Read next: 19 questions to ask marketing attribution vendors. The path to the bottom line becomes more confusing when the CEO and CMO are not even on the same wavelength. The CMO spends money at the CEO’s request.

ROI 120

ROI Paid Search Agency Advertising Agencies Planning 120