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

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

Only B2B

FEBRUARY 11, 2024

Solution- partner with a CRM provider. 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

FEBRUARY 19, 2022

Explore platform capabilities from vendors like CallRail, Invoca, CallSource, DialogueTech and more in the full MarTech Intelligence Report on enterprise call analytics platforms. The answers will help your organization choose a vendor that can help you meet your goals. Click here to download! Who will use the platform?

Enterprise Management 105

Enterprise Management Work Management Marketing Management Analytics 105

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 117

Order Marketing Automation Services CMO Marketo 117

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. Implement an effective customer relationship management (CRM) process to improve customer satisfaction. B2B buyers look at their vendors as partners in business growth and not just service providers.

Cost per Lead 258

Cost per Lead ROMI CPL Churn Rate 258

Customer Experience Matrix

NOVEMBER 5, 2009

Summary: Marketing automation and CRM systems may eventually converge, but for now marketers need help explaining why they need a system of their own. People still don’t understand the difference between marketing automation vs. CRM. Vendors take note. Will Marketing automation and CRM remain separate?

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Martech

JULY 30, 2021

This is according to Acquia CMO Lynne Capozzi, some of whose thoughts are below. Emphasizing the importance of pushing data on customer engagement with education hubs into marketing systems of record, Northpass recently announced a partnership with HubSpot CRM. “We With partnerships, you have strength in numbers. Read more here.

Advertising Agencies 112

Advertising Agencies Work Management Paid Search Agency Marketing Management 112

6sense

AUGUST 3, 2016

Last week, 6sense VP of Product Amar Doshi hosted Business Online Director of Analytics Eric Ramos for a webinar, The 5 Priorities of the Data-Driven CMO , that reviewed this well known but not always well-explored topic. Sales teams record and track scores of data points in CRM tools. Data is coming at us from all sides today.

CMO 48

CMO Enterprise Management Lead Ranking Work Management 48

ViewPoint

OCTOBER 5, 2018

The CMO of a Fortune 500 company offered the CRO the following options regarding spending $100,000 on a marketing campaign. The CMO came up with these options because he was fed up. And, answering questions about the environment and whether it’s conducive to your solution is also required before that CRM entry can be deemed a lead.

Sales Qualified Leads 136

Sales Qualified Leads Lead Generation Lead Scoring Lead Ranking 136

chiefmartech

APRIL 24, 2016

A friend forwarded me a report, titled “Software Is Eating the CMO Suite,” that was shared by Morgan Stanley at the Ascendant Network event for digital marketers in New York earlier this month. “Okay, maybe the single vendor suite is dead, but a select 2-3 strategic vendors will prevail” seems to be their narrative.

Digital Asset Management 40

Digital Asset Management Marketing Management Marketing Automation Services Vendors 40

chiefmartech

DECEMBER 27, 2018

MarTech will be the best vendor-agnostic conference to attend to master this discipline, to learn from and network with your peers in marketing technology leadership, and to keep ahead of all the changes that continue to disrupt marketing as we know it. A fireside chat with the remarkable Ann Lewnes , EVP & CMO of Adobe.

Conference 86

Conference Peer-to-peer Marketing Management CMO 86

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. CRM agility. Many factors influence intent.

Marketing Automation Services 130

Marketing Automation Services Intent Marketing Automation Email Marketing 130

Martech

AUGUST 23, 2023

Their email marketing tool could have communicated more effectively with their customer relationship management (CRM) system, leading to disjointed customer communication. Many martech vendors offer trial periods, allowing businesses to gauge a tool’s fit and effectiveness. Leverage trial periods. Ensure future-proofing.

Work Management 98

Work Management Marketing Management Digital Transformation Customer Satisfaction 98

Adobe Experience Cloud Blog

JANUARY 5, 2018

Part of the challenge is that every vendor wants to be buzzword compliant, and no one will make it through a marketing technology presentation in 2018 without hearing the term “AI” or a clever name for an AI engine. Technology vendors owe marketers better solutions to address all these topics and specifically regarding ROI and alignment.

Customer Surveys 134

Customer Surveys Account Based Marketing Marketo Thought Leadership 134

Leadspace

JANUARY 4, 2017

While this is a broad category, with lots of noise, hype, and fairy dust swirling, there are a few major categories that I believe are the most important to track (and if you’re an aspiring digital CMO and haven’t made these investments, it’s time to start talking to the CIO and the CFO about making them). Real-time content/offer management.

Enterprise Management 116

Enterprise Management Paid Content Marketing Management Marketing Automation Services 116

Content4Demand

SEPTEMBER 24, 2021

J on Russo , Founder and CMO of B2B Fusion Group , also joined us for a recent panel discussion , sharing even more of his perspective. As a former CMO for several high-tech brands, Jon knows firsthand how crucial content is to successful ABM programs. Informing Content Based on Interest.

Intent Data 78

Intent Data Top of Funnel Intent Lead Ranking 78

Modern B2B

JUNE 28, 2023

As B2B organisations invest more and more in marketing technologies and CRM, there’s an even greater impetus to maximise the investment through better experiences that ultimately lead to higher revenue. Identify the technology vendors As part of the journey, it’s always good to document the vendors at each stage.

B2B Thought Leadership 52

B2B Thought Leadership Touchpoints Marketing Qualified Leads Lead Ranking 52

ANNUITAS

AUGUST 20, 2015

In fact, it looks like even with consolidation by larger vendors, the different technologies will continue to increase in number and the rest may just fall under bigger umbrellas in the future. The CMO then started pointing out more and more technologies that they used.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Marketing Automation Services 100

NetLine

JUNE 22, 2023

Make sure your marketing automation platform and other technology is properly integrated with your CRM and the sales team workflow to enable a smooth handover. Make sure it’s embedded within the CRM or any sales tech they spend most of their time in. Communication is key and is an important step to creating alignment.

Validation 97

Validation Sales Qualified Leads Marketing Automation Services High Quality Lead 97

ClickZ

NOVEMBER 1, 2019

However, we should also note that Gartner’s annual CMO Spend Survey last month said that marketing budgets dropped 11% for the first time in five years. It also noted that 61% of CMOs expect budgets to recover. The martech budget forecast looks positive over the next year. Just 4% anticipate a decrease.

Marketing Management 94

Marketing Management Marketing Budget Marketing Automation Services Marketing Budget Creation 94

Martech

JANUARY 3, 2022

Most marketing operations departments report to the CMO, with the CEO coming in second, according to The State of the MarketingOps Professional”, which was jointly published by HubSpot and MoPros. In most cases, marketing operations is part of the marketing department and marketing operations team members identify as marketers.

Digital Asset Management 120

Digital Asset Management Enterprise Management Work Management Marketing Automation Services 120

Content4Demand

OCTOBER 6, 2021

By harnessing the power of first- and third-party intent data that is mapped to value-based content, offers, messaging and recommendations, believe it or not, B2B buyers will welcome emails, digital outreach and offers from vendors. Third-party data from vendors like Bombora, Demandbase, 6sense and Metadata.io What have they done?

Buyer's Journey 81

Buyer's Journey Intent Data Intent Lead Ranking 81

ANNUITAS

MARCH 4, 2014

By 2017 the CMO will spend more on technology than the CIO. ”. This has not slowed the marketing technology tide, as Marketing Automation Solutions (MAS) was simply one of the most visible waves of serious technology investment, following on the heels of CRM, Web Analytics and Email Marketing technology.

Enterprise Management 100

Enterprise Management Work Management Marketing Automation Services Marketing Management 100

ViewPoint

JUNE 28, 2012

As a member of the Executive Advisory Group, he delivers CMO and Sales Advisory Services that provide senior technology marketing and sales executives with insights into how to improve productivity and efficiency in their organizations. My PowerViews guest today is Rich Vancil, IDC Group Vice President for Executive Strategies. Then Speak.

Marketing Automation Services 120

Marketing Automation Services Planning CMO Allocation 120

ClickZ

NOVEMBER 28, 2019

ClickZ spoke with the company’s first ever CMO Norman Guadagno, to get an understanding of what Acoustic is and what is its vision for the martech space going forward. But in a space that has over 7000 vendors already, what will Acoustic bring to the table that is different from the likes of Adobe, Salesforce, and Oracle?

Marketing Automation Services 104

Marketing Automation Services Work Management Marketing Management Trends 104

Customer Experience Matrix

DECEMBER 22, 2010

Summary: Teradata's acquisition of Aprimo takes the largest remaining independent marketing automation vendor off the market. Teradata announced today that is acquiring marketing automation vendor Aprimo for a very hefty $525 million – even more than the $480 million that IBM paid for somewhat larger Unica in August.

Resource Management 120

Resource Management Marketing Automation Services Enterprise Management Work Management 120

Golden Spiral

JANUARY 22, 2021

Even if you consider yourself to be a plugged-in and up-to-date CMO, those who are laser-focused on individual disciplines are going to have different perspectives than those with a 30,000-foot view. Where can a vendor lower cost, at least in the short term? But if they don’t, it may be time to try something else.

Marketing Automation Services 62

Marketing Automation Services Marketing Budget Marketing Budget Creation B2B 62

SmartBug Media

SEPTEMBER 6, 2019

By the time the average B2B buyer connects with any particular vendor, they’re already more than 70 percent of the way through the Buyer’s Journey —and 67 percent of that journey is digital. We would, however, highly recommend connecting with your vendor(s) of choice directly to identify who would best suit your needs.

Intent Data 79

Intent Data Marketing AI Intent Bombora 79

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. On the other hand, the vendors with the greatest success to date have stressed the importance of process.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation Loopfuse 120

Allocadia

APRIL 16, 2019

As CMOs continue to gain influence within their organizations, it’s vital to establish alignment amongst the C-Suite on the objectives and corporate vision so the entire organization is moving in unison towards one common goal. Plan and budget strategically and predict revenue performance. Connect your systems in the cloud.

Planning 40

Planning Work Management Marketing Management Buy 40

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. Time matters Photo credit: [link] CMO tenure is slipping , pandemics are raging, and we live in a culture obsessed with instant gratification.

Account Based Marketing 52

Account Based Marketing Marketing Analytics Tools ABM Demand Generation 52

BenchmarkONE

SEPTEMBER 27, 2018

Find a mix of vendor blogs, personal blogs, and media publications in our roundup. Topics: Email automation, workflow automation, CRM, freelancing. Topics: Social media, email, CRM, video marketing. Recommended reading: “ The Top 5 CRM Metrics ” is a great place to start. Marketo Blog: CMO Nation.

Marketing Automation Services 57

Marketing Automation Services Marketing Automation Automation Marketing Management 57

chiefmartech

JUNE 12, 2017

Now that we know that the average enterprise uses 91 marketing cloud services — plus many more for collaboration, CRM, cloud storage, and social media — 39 actually seems like a rather conservative number. (In Another 43 for CRM and sales. Resistance to vendor lock-in is now a top 3 criteria. Another 70 for collaboration.

Enterprise Management 88

Enterprise Management Marketing Management Service Budget Programs 88

ANNUITAS

MARCH 11, 2014

Last week we discussed the aftermath of Gartner’s prediction that the CMO will spend more on technology than IT by the year 2017. 13% of CMOs said their relationship with the CIO is “at the right level”. 41% of CMOs say they need more collaboration with the CIO. Should the marketing technology stack be led across the business?

Work Management 100

Work Management Marketing Management CMS Development Planning 100

Martech Advisor

JANUARY 28, 2020

RFP software improves your proposal speed, streamlines collaboration, leverages automation and protects from risk, so you can waste less time and win more business, explains, Beau Wysong, CMO, RFP360. They create a framework to build mutually beneficial relationships between buyers and vendors. What is RFP software? RFPs can be useful.

RFP 52

RFP Work Management Marketing Management Software 52

Heinz Marketing

MARCH 21, 2022

This week’s show is called “ The (Surprising) State of B2B Lead Engagement “ My guest is Doug Bell , CMO at LeanData. Very excited to have the CMO of LeanData, Doug Bell joining us today on Sales Pipeline Radio. We had a CMO retreat in Austin in December and at one point we went around the room.

Work Management 77

Work Management Marketing Management Budget Programs Marketing Budget 77