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. We could set up a CRM or Marketing Automation system, but if you want them to be interfacing with the core systems, customer data, for example, you need IT involvement.

CMO 52

CMO Marketing Automation Services Demand Generation Agencies Allocation 52

Martech

APRIL 12, 2024

The current business environment — increasingly omnichannel but with a heavy reliance on digital — requires successful marketers to capture, analyze and leverage data to deliver timely personalized interactions across every customer touchpoint. Fully 75% of global 100 organizations say CX is a top priority, according to Forrester Research.

Enterprise Management 106

Enterprise Management Work Management Marketing Management Marketing AI 106

6sense

NOVEMBER 10, 2021

Editor’s Note: CMO Coffee Talk is an open space for more than 1,200+ CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. And then selecting the vendor to help solve it .

CMO 62

CMO Peer-to-peer Cross-Selling Work Management 62

Martech

FEBRUARY 29, 2024

Training and enablement on existing technology Many technology vendors will tell you that most of their customers use a very small percentage of the features and functionality of their tools. Dig deeper: In this economy CMOs need to spend more on training, not tech 3. Why is this?

Lead Scoring 110

Lead Scoring Lead Ranking Tips Marketing Management 110

ANNUITAS

DECEMBER 11, 2023

Go-to-market strategy and execution is rapidly evolving – driven by a combination of customer drivers, technology innovation and changing organizational strategy. In fact in many cases, these random acts of marketing barely cover existing customer churn and leave companies with a flat business, eroding growth. This may never change.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

Martech

JANUARY 17, 2024

At a time when uncertainty about everything from war to global warming to economics dominates the headlines, the customer data platform is increasingly seen as one of the must-have elements of the martech stack. Learn about trends and capabilities of customer data platforms in the latest edition of this MarTech Intelligence Report.

Marketing AI 99

Marketing AI Enterprise Management Features Marketing Management 99

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

ClickZ

DECEMBER 10, 2019

It is essential for technology vendors to work closely with an organization during the first couple of months of implementation. Merging data from these two sources can help realize the promise of a delivering true, 360 degree view of the customer. When you’ve got that, you tend to be more customer focused.”.

Work Management 83

Work Management Press Marketing Management CMO 83

Martech

AUGUST 28, 2023

Dig deeper: Data analytics: Your stack’s past and limitations Colosante said the skills shortage is because no one — neither the vendors nor the marketing organizations — is teaching people how to use the new technology. At 18 months CMOs have the briefest tenure of any C-suite office. All this goes straight to the issue of governance.

Marketing Management 98

Marketing Management Paid Search Agency Marketing Automation Services Gartner 98

Martech

JANUARY 22, 2024

We’ve seen chats ranging from simple queries on how to buy marketing technology to folks asking for help evaluating vendors, creating marketing strategies and email copy — and so much more. Custom marketing technology-related personas The No. As it turned out, you did get value from it. Keep reading for the full scoop.

Work Management 110

Work Management Generation Marketing Management CMO 110

Webbiquity

NOVEMBER 8, 2022

With social proof, prospective customers get an in-depth look at a product or service without wading through direct marketing or sales-focused copy. When researching a product, customers are likely to purchase one that has positive reviews posted across the Internet. Consumer comments have (often far) more weight than paid ads.

Paid Content 346

Paid Content Social Marketing Paid Search Agency Advertising Agencies 346

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. Successful use of this technology often occurs when the two are blended.

Work Management 80

Work Management Marketing AI Marketing Management B2B 80

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. CMOs who have become “data-driven” must now become performance-driven.

Marketing Management 115

Marketing Management Marketing Budget Budget Programs Vendors 115

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

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 61

CMO Peer-to-peer Enterprise Management Work Management 61

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. We have come a long way from the “one-size-fits-all” and “spray-and-pray” marketing tactics of the past.

Account Based Marketing 328

Account Based Marketing ABM Work Management Marketing Management 328

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. Deep customer insight is foundational to getting this right.

B2B Marketing 93

B2B Marketing Paid Search Agency Terms and Conditions Advertising Agencies 93

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

Martech

SEPTEMBER 14, 2023

Even the most successful sales teams, with the best incentive plans, cannot fill the gap when marketing is constrained, let alone deliver the customer experience and convince the audience of brand value. We live in a peer-bound world,” says Chandar Pattabhiram, CMO for business spend management platform Coupa.

Marketing Analytics Tools 123

Marketing Analytics Tools Marketing Budget Enterprise Management Work Management 123

Smashmouth Marketing

NOVEMBER 20, 2013

The benefits of being here are endless: Technology - Aisles and aisles of vendors selling everything from big data (impressed by Tableau ), to sales productivity tools such as InsideSales.com , which Green Leads just implemented. Customers - Setting up client/partner visits. Vendors - Odds are that if your marketing vendors are here.

CMO 100

CMO Lead Gen Vendors Conference 100

Martech

NOVEMBER 22, 2022

And for those who say the success of martech within an organization depends on some subjective measure of digital maturity, martech maturity, customer experience maturity or any other type of maturity for that matter, I beg to differ. The authors assert that this focus on the customer causes marketers to target phantom needs.

Work Management 121

Work Management Marketing Management Planning Vendors 121

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? It’s a customer engagement platform. It’s a CMS for customer experience management. What’s a CMO to do?

Enterprise Management 114

Enterprise Management Work Management Marketing Management Industry CMS 114

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. There is strong curiosity to find new tools for effective customer engagement and revenue operations.

CMO 41

CMO Peer-to-peer Work Management Marketing Management 41

KoMarketing Associates

APRIL 1, 2020

But even before these recent trends facing business, research indicated that marketing professionals were prioritizing trusting relationships with customers. Here are several ways and ideas organizations can start building trust right now with prospective buyers and their existing customers. Customer Case Studies and Testimonials.

Trust Marketing 180

Trust Marketing Marketing Management B2B Marketing Ad Building 180

Only B2B

FEBRUARY 11, 2024

That’s where intent data comes in as your compass, helping you identify potential customers actively searching for solutions like yours. Understanding the Buyer Journey: It’s All About “Intent” Imagine a customer embarking on a buying journey like a treasure hunt. Then, they research solutions (following clues).

Intent Data 62

Intent Data Intent Work Management Marketing Management 62

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. Remember that the CMO surveys cited earlier showed expectations for slower growth, not actual declines.

DemandBase 199

DemandBase Lead Ranking Paid Search Agency Work Management 199

Martech

SEPTEMBER 14, 2022

B2B decision-makers in the market for software, including marketing technology solutions, have less patience with vendor interactions and increasingly look to buy from third-party marketplaces and re-sellers. The post Tech buyers increasingly prefer buying from third-party marketplaces rather than vendors appeared first on MarTech.

Vendors 92

Vendors Peer-to-peer Buy Paid Search Agency 92

ClickZ

SEPTEMBER 16, 2020

Getting swept up in the excitement of martech rather than a detailed capability and vendor fit audit. Since then, as a CMO and a consultant , I have led numerous martech projects where this framework, and the associated methodologies and guidance, have been core to my approach. It is led by the CMO. Wrong tool selection.

Work Management 145

Work Management Marketing Management Planning Paid Search Agency 145

Martech

AUGUST 18, 2021

Marketers use the technology to engage customers at scale, but it still takes good (human) marketing to make sure that the brand’s message doesn’t fall flat. Customers can tell the difference. One of the best ways you can help your customers is to show them relevant messages that incorporate your customer data.

Work Management 129

Work Management Marketing Management Paid Search Agency Advertising Agencies 129

Vision Edge Marketing

DECEMBER 15, 2020

Most business leaders and Marketing and Sales professionals today understand the impact that peer reviews and stories make on the customer bying journey, including the B2B purchase journey. We live in a peer-bound world,” says Chandar Pattabhiram, CMO for Coupa. Expand Who in Your Organization Engages with Customers.

Peer-to-peer 285

Peer-to-peer Buy Sales Cycle B2B Sales 285

KoMarketing Associates

DECEMBER 6, 2017

Approximately 39 percent use search engines, while 34 percent consult vendor websites. Marketers and the Omnichannel Customer Experience. The “Customer in Context” report from the CMO Council discovered that 47 percent of customers engage with businesses across several platforms.

Customer Surveys 180

Customer Surveys B2B CMO Vendors 180

Martech

MARCH 18, 2022

“ “Increasingly, after more and more conversations with real customers, I had bought into the idea that marketing represented the future. It is about deep psychological understanding of customer needs.”. The CMO can be held accountable for the spend, but he must be able to speak to the CEO in terms they can understand.

ROI 126

ROI Paid Search Agency Advertising Agencies Planning 126

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 109

Work Management CMS Development Marketing Management Ad brokers 109

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. Here, however, I’ve heard that things break, APIs don’t work, there’s no customer service at weekends and deadlines for projects are impossible anyway.”. This is MarTech.

Order 117

Order Marketing Automation Services CMO Marketo 117

Martech

NOVEMBER 1, 2022

Every CMO I’ve talked with in the past two years is hungry for talent, but they haven’t had the budget to staff up. While 61% of CMOs report they lack the in-house capabilities to deliver their strategy, spending on in-house labor remained static, per Gartner’s 2022 CMO Spend survey. . Why is it such a problem?

Work Management 115

Work Management Marketing Management Marketing Budget Budget Programs 115

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 phone continues to play an integral role in customer communications, particularly as more consumers work and shop from home. Click here to download!

Enterprise Management 103

Enterprise Management Work Management Marketing Management Analytics 103

KoMarketing Associates

SEPTEMBER 19, 2018

About 39 percent of those who are buyers say that social media has actually influenced their most recent decision to choose a vendor. Social Media Marketing and Building Customer Relationships. The majority (79 percent) said that social media was the most critical digital media channel at the time.

Social Media 138

Social Media Marketing Report Social Marketing Media 138