ClickZ

DECEMBER 10, 2019

It is essential for technology vendors to work closely with an organization during the first couple of months of implementation. Marketing hubs like Percolate enable companies to coordinate marketing workflows and manage content. Advice to martech vendors.

Work Management 83

Work Management Press Marketing Management CMO 83

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

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. Based on our discussions with vendors, we expect to see much more innovation in this arena in the coming years.

Enterprise Management 93

Enterprise Management Work Management Marketing Management Marketing AI 93

Content Standard

JULY 14, 2021

Once your content marketing needs outgrow your internal capacity, it’s time to start looking for outside help. Before you kick off your search for the perfect content marketing partner, though, your business must first look within itself to understand its marketing goals and needs. No two content marketing partners are alike.

Advertising Agencies 136

Advertising Agencies Enterprise Management Work Management Marketing Management 136

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 89

Marketing AI Enterprise Management Features Marketing Management 89

ANNUITAS

DECEMBER 11, 2023

The key drivers of this breaking point are performance issues and budget issues: Performance issues: Conversion rates in paid digital media and content syndication have been trending down for some time, and outbound email is at some of its worst performance levels. Their approach? It should orchestrate interactions online … and offline.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

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. Ask the CEO/CMO why she wants you to use AI?

Marketing AI 94

Marketing AI Allocation CMO RFP 94

Content Standard

NOVEMBER 18, 2022

Subscribe to our monthly newsletter , Content & Context, to receive more insights and updates on the content marketing world from Skyword CEO, Andrew C. Recently, I spoke with a CMO whose brand had invested hundreds of thousands of dollars in an experience optimization platform that his team is struggling to use.Â

Marketing AI 107

Marketing AI Demand Paid Search Agency Content 107

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. Here is why: Getting your hands dirty.

CMO 65

CMO Peer-to-peer Enterprise Management Work Management 65

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. Innovative AI tools will make existing tools obsolete Another force is generative AI itself.

Marketing Management 106

Marketing Management Marketing Budget Budget Programs Vendors 106

Content4Demand

SEPTEMBER 24, 2021

We recently gathered 10 intent data experts and power users and collected their tips and insights in The Content + Data Connection: 10 Top Marketing Executives Explore the Rewards of Integrating Intent Data into Content Strategies. Informing Content Based on Interest. Informing Content Based on Interest.

Intent Data 78

Intent Data Top of Funnel Intent Lead Ranking 78

Webbiquity

NOVEMBER 8, 2022

User Generated Content: UGC is one of the most sustainable and cost-effective ways to market products. There may be cases where a customer’s content is great but the image quality is not. Leverages Quality Content. Build long-term relationships with customers through user-generated content. Uncertainty.

Paid Content 346

Paid Content Social Marketing Paid Search Agency Advertising Agencies 346

Top Rank Marketing

AUGUST 16, 2023

I worry those marketers [focusing solely on performance] are setting up their companies for irrelevance in the future by focusing on that short-term performance hit but not creating that long-term brand awareness and relevance,” said Anteriad CMO Lynn Tornabene. Meanwhile, purchase cycles are extending. Otherwise, you run out of money.”

B2B Marketing 98

B2B Marketing Paid Search Agency Terms and Conditions Advertising Agencies 98

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

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

Contently

FEBRUARY 13, 2017

Sadly, this is how many first-time marketers approach content marketing solutions during their initial selection process. This seems like a no-brainer, but you’d be shocked by how many organizations don’t actually know why they want to create content. This handy chart from our Content Methodology framework should help.

Work Management 151

Work Management Marketing Management CMS Development Research 151

Martech

SEPTEMBER 16, 2022

It’s been said, ad nauseam, that content is king. And, in our hyper-connected world where everyone is fighting for attention, good content is what drives good experiences. . Businesses use content marketing strategies to generate brand awareness, educate prospects and customers and establish credibility.

Digital Asset Management 126

Digital Asset Management Paid Content Work Management Marketing Management 126

PathFactory

JUNE 13, 2023

By Christine Polewarczyk, SVP Product Marketing and Research, PathFactory Last year at Forrester B2B Summit, I was on the mainstage with former colleague Phyllis Davidson giving a keynote on “Time Travel and Transformation: The Future of B2B Content.” Content AI has now reached a critical inflection point in the market.

Forrester 52

Forrester B2B Thought Leadership B2B CMO 52

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. This type of content provides a signal of trust for both prospective buyers and search engines.

Trust Marketing 180

Trust Marketing Marketing Management B2B Marketing Ad Building 180

B2BMarketing.net

MAY 8, 2024

In order to understand the impact of the recently endorsed EU AI Act on B2B marketing, I’ve interviewed David Keene, CMO Europe, Wipro , and Ian Liddicoat, CTO & Head of Data Science, Adludio. Vendors and the companies that consume software will start to work together.”

Work Management 52

Work Management Marketing Management B2B Marketing Advertising Agencies 52

Content4Demand

OCTOBER 15, 2021

We recently gathered 10 intent data experts and power users and collected their tips and insights in The Content + Data Connection: 10 Top Marketing Executives Explore the Rewards of Integrating Intent Data into Content Strategies. All too many vendors say that high intent scores indicate that marketers should prioritize an account.

Intent Data 83

Intent Data Intent Intent Signal Account Based Marketing 83

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? Over time, it looks something like this: It’s a browser-based content management and web development system. What’s a CMO to do?

Enterprise Management 102

Enterprise Management Work Management Marketing Management Industry CMS 102

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

Content4Demand

AUGUST 17, 2021

We recently gathered 10 intent data experts and power users and collected their tips and insights in The Content + Data Connection: 10 Top Marketing Executives Explore the Rewards of Integrating Intent Data into Content Strategies. He expects intent data to play a vital role in the future of B2B content. In a word—yes!

Intent Data 98

Intent Data Intent Buy B2B Thought Leadership 98

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.”. Who authors your blog content? Is it a content writer in Marketing? Promote this content to the peer groups.

Peer-to-peer 286

Peer-to-peer Buy Sales Cycle B2B Sales 286

Content4Demand

OCTOBER 6, 2021

We recently gathered 10 intent data experts and power users and collected their tips and insights in The Content + Data Connection: 10 Top Marketing Executives Explore the Rewards of Integrating Intent Data into Content Strategies. How should the different data types be applied to content strategy?

Buyer's Journey 81

Buyer's Journey Intent Data Intent Lead Ranking 81

Martech

AUGUST 18, 2021

Automations in your message content actually help you send more personalized emails, because they use data to choose content that will personalize and enhance your messages or to choose a specific audience for your content. Tricia Gellman continues as CMO. And it’s not just for pandemic-related issues. Read more here.

Work Management 123

Work Management Marketing Management Paid Search Agency Advertising Agencies 123

Tomorrow People

NOVEMBER 23, 2018

Tim Lozier, marketing director at ETQ, gives his insights into the future of content marketing, why webinars will become more critical, and how storytelling marketing has changed the software industry. Emotional connections are vital for any piece of content. It’s going to be the partnership between the vendor and the client.

Top of Funnel 209

Top of Funnel Trends Planning B2B Thought Leadership 209

Only B2B

FEBRUARY 11, 2024

Provide valuable content and resources at each stage of their journey. Must Read: Virtual Prospecting with Intent Data Third-Party Intent Data: This involves purchasing data from external vendors who gather intent signals from various sources. Accuracy Concerns: Data quality and freshness might vary depending on the vendor.

Intent Data 62

Intent Data Intent Work Management Marketing Management 62

Martech

JULY 27, 2021

A fascinating LinkedIn article by Real Story Group’s Tony Byrne suggests that Sitecore, the digital experience platform and vendor hub is making a major change of course. At the recent MO Pros Summer Camp, she had told me: “I do think you’re going to see these multifaceted, multi-talented leaders of marketing ops step up to that CMO role.

Work Management 106

Work Management CMS Development Marketing Management Ad brokers 106

Sword and the Script | B2B

APRIL 30, 2024

Sometimes statistics shared on social media take on a life of their own – that’s a problem if we don’t understand the source and methodology; here’s the source on the “95:5 rule” Only 5% of B2B prospects that vendors are trying to reach are in the market for a product. By contrast, 95% are not in the market currently.

Statistics 83

Statistics Work Management B2B Marketing Marketing Management 83

Martech

MARCH 18, 2022

Well, it is possible to know which half, according to Michael Brenner, CEO and founder of the Marketing Insider Group, an agency that specializes in content marketing. The CMO can be held accountable for the spend, but he must be able to speak to the CEO in terms they can understand. When he shared it with CMOs, it not well received.

ROI 118

ROI Paid Search Agency Advertising Agencies Planning 118

Martech

JULY 23, 2021

I have been to countless vendor conferences,” I told the room, “at which I heard how their solutions could create seamless, delightful customer experiences. What was lacking, as some pointed out, was content – which I took to mean not just content in terms of text, image and video assets, but ideas. He got some pushback.

Order 115

Order Marketing Automation Services CMO Marketo 115

Martech

JULY 28, 2021

In his latest contribution to MarTech, Tony Byrne of the Real Story Group points out some illuminating parallels between the growth of web content management solutions in the early aughts and the more recent rise of CDPs. “CDP vendors appear to be differentiating primarily on scope, and secondarily on cost/complexity.

Enterprise Management 109

Enterprise Management Marketing Management Advertising Agencies Demand Generation 109

Marketing Insider Group

SEPTEMBER 9, 2020

As a CMO or director of digital marketing, you can use a handful of B2B marketing metrics to answer them. Content Marketing for Improved B2B Marketing Metrics Results. B2B buyers look at their vendors as partners in business growth and not just service providers. Leaders are looking beyond engagement numbers and qualified leads.

Cost per Lead 258

Cost per Lead ROMI CPL Churn Rate 258

LEADership

JUNE 9, 2015

As Jacqueline Parkes, CMO of Major League Baseball says, “We celebrate that there is no off-season anymore. We look at new and dynamic ways to engage with our consumers…” Ranked #1 on the Forbes list of ‘50 Influential CMOs on Social Media’, Parkes has transformed MLB’s marketing strategy. That’s a shame!

CMO 40

CMO Peer-to-peer Multi-Channel Thought Leadership 40