Aberdeen

DECEMBER 7, 2017

Of course, you could say, “Heck. And, of course, some companies do. They turn to their vendors for assistance. said they had often changed their purchasing criteria in order to work with a vendor who could address a pain point they couldn’t solve before. . Vendors Are a Window. What do vendors do instead?

Vendors 63

Vendors B2B Differentiation B2B Sales 63

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. Of course, what regulation can’t achieve, self-interest could still make happen. The flow is even freer in the U.S.,

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. ' 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

The Customer

JANUARY 22, 2024

And in between are myriad “off campus” activations and panel discussions created by vendors to trade associations. Pfizer CMO Drew Panayiotou speaking to offsite audience at Brand Innovators Fusing Tech Innovation and Marketing Insights Continuing from what David tee’d up, Jeff pointed out that “CES is a microcosm of the global economy.

Advertising Agencies 64

Advertising Agencies Paid Search Agency Marketing Management CMO 64

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. He also shrewdly points out that Sitecore is not alone. I absolutely do see that.”. Why we care.

Work Management 107

Work Management CMS Development Marketing Management Ad brokers 107

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. Adam New-Waterson has a CMO role (at Stack Moxie) but he speaks from an operations perspective. “We Lake Lanier Islands: Location for Summer Camp. I absolutely do see that.”.

Order 116

Order Marketing Automation Services CMO Marketo 116

Martech

AUGUST 10, 2021

As a journalist covering marketing and technology, I often have cause to look up a vendor or product I’ve not heard of before. One of our contributors filed a story this week containing one brief reference to a vendor with an unusual name. Scott Vaughan , CMO and growth accelerator.

Work Management 110

Work Management Marketing Management Marketing Analytics Tools Digital Marketing Funnels 110

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.” Software vendors encourage users to post reviews. ” Why we care.

Ideal Customer Profiles 102

Ideal Customer Profiles Multi-Touch Attribution Marketing Attribution Peer-to-peer 102

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. Leave me a comment.

CMO 40

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

Martech

AUGUST 25, 2021

Community is as old as humanity, of course, but even online communities are nothing new. Similarly, the #flipmyfunnel community of B2B marketers is helmed by Terminus co-founder Sangram Vajre, but seeks to be vendor agnostic. “There’s one advertiser and that’s us,” HubSpot CMO Kipp Bodnar told me. It’s nothing new.

Communities 143

Communities Advertising Agencies Peer-to-peer Paid Search Agency 143

B2B Marketing Directions

JANUARY 24, 2021

The Gartner survey results echo the findings of the February 2020 edition of The CMO Survey sponsored by Duke University's Fuqua School of Business, the American Marketing Association, and Deloitte. The CMO Survey also found that marketing analytics has only had a modest impact on company performance. of the time.

Analytics 96

Analytics Gartner Paid Search Agency CMO 96

Webbiquity

JULY 27, 2021

According to Gartner’s annual CMO Spend Survey, as reported by Laurie Sullivan in MediaPost , “Marketing budgets as a percentage of revenue fell to their lowest level in recent history…Marketing budgets as a proportion of company revenue fell from 11% in 2020 to 6.4% But B2B vendors have moved more sales online as well.

CMO 205

CMO Gartner Budget Programs Spending 205

ClickZ

JANUARY 29, 2020

While some companies may eliminate the title, that doesn’t mean the role of CMO will go away completely — it will just evolve, and maybe get a brand refresh. We had a chance to sit down with Lynne and spoke about her career journey, the changing role of the CMO, and her predictions for the martech industry in 2020.

Enterprise Management 70

Enterprise Management Work Management Marketing Management CMS Development 70

Top Rank Marketing

AUGUST 14, 2023

While there’s temptation to pass that saying off as a cliche, “research from Google and CEB has found that B2B customers are significantly more emotionally connected with their vendors and service providers than consumers.” Of course, the expression, “Feeling B2B” was coined by the brilliant Ann Handley.

B2B 94

B2B Advertising Agencies Paid Search Agency Co-Registration 94

Martech

AUGUST 23, 2023

Other challenges included managing the costs of multiple platforms, discerning genuine vendors from transient ones and the constant need to stay updated with the rapid technological evolution in the martech landscape. For CMOs and their marketing teams, navigating this terrain requires more than just a map; it demands a strategic compass.

Work Management 95

Work Management Marketing Management Digital Transformation Customer Satisfaction 95

chiefmartech

DECEMBER 27, 2021

Of course, there have been a ton of acquisitions this year too. It stands to reason, if there are more software vendors, there’s more adoption of software in companies’ tech stacks. This is game-changing — and if you’re a CMO, it’s likely crucial to your career to adapt accordingly.

Enterprise Management 136

Enterprise Management Work Management Marketing Management Aggregators 136

Martech

OCTOBER 6, 2022

That’s why it’s important to see it in action, both for a major global enterprise and for a regional media business, although of course a vendor conference will emphasize success stories. A full re-platforming on the Optimizely DXP left it accessible and optimized, said CMO Kevin Bobowski. To be fair, Macherzy?ski

Enterprise Management 89

Enterprise Management Work Management Marketing Management Digital Experience Platform 89

6sense

DECEMBER 8, 2021

There’s the obvious one, of course: hundreds of thousands saved on sponsorship fees. And in CMO Coffee Talk, a community of 500+ marketing leaders I help moderate, many CMOs are realizing that, while sponsoring trade shows, conferences, and events has long been a mainstay of our marketing strategy, there’s a lot we’d change if we could.

Ideal Customer Profiles 62

Ideal Customer Profiles Lead Ranking Personalization Lead Scoring 62

Martech Advisor

MARCH 13, 2020

Events in Asia, of course, are the most affected but it's troubling to see the impact that this is having on events worldwide. Amid all these events, there's a lot of unrest and confusion among professionals, internal and external stakeholders, vendors, and customers. Helen Aboagye , CMO of Imagen , said exclusively to MarTech Advisor.

Work Management 128

Work Management Marketing Strategy Marketing & Strategy Marketing Management 128

Webbiquity

NOVEMBER 27, 2018

Now here are three ideas the social network’s CMO and her marketing team may want to contemplate. Of course, correlation doesn’t (always) imply causation, but the relationship in this case is intriguing. Remind People How Useful It Is. Twitter is arguably the most flexible and capable social network for B2B marketers.

Paid Search Agency 216

Paid Search Agency Twitter Trade Show Social Networks 216

Martech

OCTOBER 5, 2022

“The digital execution gap is wider than it’s ever been and gets wider every day,” Kirsten Allegri Williams, CMO of Opticon, told media and analysts at Opticon, Optimizely’s conference in San Diego this week. Twitter wall at Opticon.

Digital Asset Management 100

Digital Asset Management Enterprise Management CMS Development Work Management 100

Strategic-IC

MARCH 3, 2023

In a recent episode of Let’s talk ABM , Agency CMO, Declan Mulkeen spoke with Keith Pranghofer , Director of Marketing and ISV Partnerships at Microsoft , about why the customer should always be front and center of your ABM programs. ISV (independent software vendor) partnerships are an ABMer’s best friend.

Account Based Marketing 62

Account Based Marketing ABM Work Management Marketing Management 62

Martech

SEPTEMBER 16, 2022

Of course, there are tech tools that help with this. Some job roles that work with content marketing tools include: CMO : Guides content strategy and works with other C-level executives to establish content goals. Currently, content marketers measure success by looking at traffic, search rankings and leads. But this is changing.

Digital Asset Management 128

Digital Asset Management Paid Content Work Management Marketing Management 128

DiscoverOrg

APRIL 20, 2017

Demand generation has always been a consideration, of course, and traditional metrics like open rates and deliverability won’t go away anytime soon. In addition to lowering the cost of database maintenance by decreasing unnecessary bloat, marketing teams can consolidate vendors and negotiate lower pricing with fewer parties.

ROI 269

ROI Top of Funnel Ideal Customer Profiles Marketing Management 269

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

Adobe Experience Cloud Blog

DECEMBER 20, 2017

You may be familiar with “the CFO Interrogation” where finance asks questions like: How much are you spending on this vendor? But, CMOs do not need reports on clicks, page views, and likes ; those are more appropriate for specialists or field marketers. How much are you spending on trade shows? What did we get for this spend?

Marketing Budget 134

Marketing Budget Marketing Budget Creation Budget Programs Work Management 134

Leadspace

NOVEMBER 27, 2018

Having started his career in B2C at Unilever, Doug moved to the B2B space as CMO at Skype and Salesforce, before taking the helm at Leadspace. ” Of course the goal of B2B marketing (and sales) is the same as it’s ever been: ultimately, to convince people to buy your product.

Marketing AI 48

Marketing AI Marketing Automation Services B2B Business 48

Metadata

SEPTEMBER 14, 2020

The good news: there are technology and vendors who can help you out. That’s how we find ourselves in a situation where ABM continues to rise and CMO tenure continues to fall. Of course the largest accounts were going to spend the most, and of course the ones with the most pain were going to buy the fastest.

Account Based Marketing 52

Account Based Marketing Marketing Analytics Tools ABM Demand Generation 52

Martech

FEBRUARY 28, 2022

But in all of my years in B2B, whether as a marketer, an agency person, a consultant or a fractional CMO, people have considered email an important channel but have overlooked its true potential for fulfilling company goals. A Forrester WAVE matrix of leading vendors is one. Our job is to be loud (appropriately so, of course).

Marketing Automation Services 122

Marketing Automation Services Intent Marketing Automation Email Marketing 122

Strategic-IC

FEBRUARY 18, 2022

Of course not. Recent research by Gartner of 1,100 B2B customers shined a light on the information exchange between vendors and customers. These complex solutions will be purchased by and used by very technical people (or technical teams) - think CyberSecurity and CISO, think FinTech and CFO, think AdTech and CMO, etc.

Peer-to-peer 62

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

6sense

AUGUST 28, 2021

There’s the obvious one, of course: hundreds of thousands saved on sponsorship fees. And in CMO Coffee Talk , a community of 500+ marketing leaders I help moderate, many CMOs are realizing that, while sponsoring trade shows, conferences, and events has long been a mainstay of our marketing strategy, there’s a lot we’d change if we could.

Ideal Customer Profiles 48

Ideal Customer Profiles Lead Ranking Personalization Lead Scoring 48

6sense

DECEMBER 8, 2021

This means someone has come to your website, but of course, they have not filled out a form (or they put in “Mickey Mouse” as their name, if they did). Here is where the buyer chooses a solution, narrowing down a list of potential vendors to evaluate. They are trying to learn about you. Do I qualify? Latané Conant.

Marketing AI 62

Marketing AI B2B Marketing Management Top of Funnel 62

Customer Experience Matrix

MARCH 4, 2011

There are vendors on both sides of the argument. Their belief, outlined to me in January by CEO Shawn Naggiar and CMO David Applebaum, is that most marketers just want to get things done immediately with existing resources. Of course, no one could argue with that – we all want something for nothing. I know I do.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Loopfuse 120

Convince & Convert

SEPTEMBER 4, 2015

Agency leaders will tell you that it’s rarely the CMO that holds back a successful marketing campaign. Of course you’re not looking for proprietary information here, and your agency wouldn’t share that. Here’s what to ask your agency to get the most value from your behind-the-scenes peek. How Are My People Doing?

Paid Search Agency 163

Paid Search Agency Advertising Agencies Ad Agencies Work Management 163

Content4Demand

FEBRUARY 7, 2020

“I’m taking a departure from delivering an inspirational keynote to provide a course that teaches the essential skills needed for high-performance marketing. The course is titled: “The Demand Generation Master Class,” and I will teach key frameworks and demand generation principles that every B2B digital marketer needs in their tool chest.

Case Study 54

Case Study Case Studies Studies Work Management 54

Customer Experience Matrix

MARCH 29, 2017

One reference point is the known revenues of martech vendors. Even if there are ten other vendors as large as Adobe, the top ten would have just a 20% share of the $82 billion. Of course, having enterprise core systems leads right back to having the IT department manage those systems and ensure that departmental systems are compatible.

Enterprise Management 120

Enterprise Management Work Management Spending Marketing Management 120