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 textbook definition of marketing was a conversation between a market and its consumer. The CMO spends money at the CEO’s request.

ROI 127

ROI Paid Search Agency Advertising Agencies Planning 127

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. Step 7: Project definition.

Work Management 145

Work Management Marketing Management Planning Paid Search Agency 145

Liveintent

JANUARY 4, 2022

Recently, LiveIntent CMO, Kerel Cooper, and SVP of product marketing & GTM strategy, Jessica Muñoz, sat down with Helene Parker, founder and chief programmatic sensei of Helen Parker Consulting, to talk about the tectonic shifts in the programmatic landscape. So definitely personalize a message, the content, and everything else.”

Advertising Agencies 127

Advertising Agencies Marketing Analytics Tools Mobile Advertising Paid Search Agency 127

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.” “Definitely I would expect it to be similar.” ” Why we care.

Ideal Customer Profiles 111

Ideal Customer Profiles Multi-Touch Attribution Marketing Attribution Peer-to-peer 111

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

PathFactory

JUNE 13, 2023

There is definitely no turning back now and I couldn’t be more excited about what’s to come. George also declared that B2B CMOs should lead the charge on generative AI. I’m feeling quite prescient right now with the paradigm shift that I was talking about having rapidly accelerated in the past year.

Forrester 52

Forrester B2B Thought Leadership B2B CMO 52

Convince & Convert

APRIL 12, 2016

In my not-so-humble opinion, it should unequivocally be the CMO. I use the phrase “not-so-humble” because in my experience contributing to Forbes for over eight years, specifically their CMO Network, I have gotten to speak with and understand many a CMO. And the best person qualified to handle all of this is the CMO.

Sales Qualified Leads 97

Sales Qualified Leads Lead Scoring Lead Ranking CMO 97

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

Heinz Marketing

MAY 16, 2022

If you are in the CMO Coffee Talk group, you’re likely to see Alan in the 8:00am ET call as well. And there’s obviously a lot of areas we could talk about, a lot of areas that you have covered in your career as a CMO, as an analyst, and now as a fractional CMO. You’ve been in-house as an operational CMO.

Top of Funnel 93

Top of Funnel Lead Scoring Lead Ranking CMO 93

Marketing Interactions

OCTOBER 15, 2021

Here are a few reasons why marketing deserves consideration, supported by research: 47% of CEOs say CMOs most critical role is to grow the business ( Boathouse CMO Insights ). 76% of CMOs are responsible for business growth – either directly or as a shared responsibility (Capgemini). Edelman/LinkedIn ).

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

Metadata

NOVEMBER 17, 2021

Is there an agreed-upon definition of ABM? This may sound cynical, but I blame software vendors for “ABM” being ill-defined. For the past 15-plus years, we’ve simply let ABM vendors define the ABM category. Is it the company’s office manager or the CMO? ABM vendors have created this movement around account-based efforts.

Account Based Marketing 98

Account Based Marketing ABM Enterprise Management Work Management 98

Martech

AUGUST 28, 2023

Martech is cross-functional by definition. Then, use that knowledge to gather specific content from vendors and research other teams that did something similar to address their outlook. The CMO, CTO or other senior peers should agree on the solution and acknowledge that the project will occur simultaneously.

Work Management 98

Work Management Peer-to-peer Marketing Management Tips 98

Martech

JULY 22, 2021

Marketing operations and marketing resource management software company BrandMaker announced it has signed a definitive agreement to acquire a leader in performance management solutions, Allocadia. Former Salesforce CMO Buscemi joins Clari Board. Brandmaker acquires Allocadia for combined marketing ops offering.

Resource Management 112

Resource Management Enterprise Management Marketing Management Ad Exchange 112

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

LEADership

MAY 5, 2014

Executives who have all along felt confident in their creative abilities and strategy skills are now astounded as to why a particular CMO wants everyone to go back to the drawing board and focus on the product. Going beyond the Wikipedia definition, Ott says growth hacking actually applies to companies of all ages and sizes.

CMO 40

CMO Work Management Marketing Management Peer-to-peer 40

Martech

OCTOBER 19, 2021

If you didn’t go online, you went out of business,” noted Niki Hall, CMO at Contentsquare, the digital experience analytics platform. Vendors and customers were no longer face-to-face. I believe that a successful campaign starts first with the definition of your KPI and the metrics you’ll be tracking.

Marketing & Strategy 133

Marketing & Strategy Work Management Marketing Management Lead Ranking 133

ViewPoint

MARCH 27, 2014

Co-hosts Paul and Allan tee up the show by discussing several hot news items relevant to the B2B market - Here’s what they noshed on, on Episode #5: According to the latest CMO Survey, 85% of CMOs either have not shown any impact from social media spending or have only a qualitative sense of its effectiveness. Voicemails work.

Social Media 120

Social Media Work Management Marketing Management Media 120

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. Just as there is no one definition of marketing operations, there are variations in what tasks marketing operations conducts.

Digital Asset Management 120

Digital Asset Management Enterprise Management Work Management Marketing Automation Services 120

markempa

FEBRUARY 18, 2013

However, the most expansive definition takes a total end-to-end look at every interaction a person has with a company from simply becoming aware of the company at the very top of the sales funnel, all the way through customer service contact after the final conversion to a closed deal. Could it be joint ownership between two departments?

Sales Management 120

Sales Management Work Management Marketing Management Marketing Automation Services 120

chiefmartech

JULY 1, 2019

Over that time, the landscape of marketing technology has grown from around 1,000 vendors to over 7,000. But you’d be hard-pressed to find a CMO today who would use that adjective to describe it. But definitely not boring. But that’s more of an expression of the industry’s transformation than the cause.

Marketing Management 90

Marketing Management Paid Search Agency Conference CMO 90

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. He was willing to provide the sales team one of six choices: 200,000 targeted contacts (name and title) in the right vertical (no email addresses).

Sales Qualified Leads 136

Sales Qualified Leads Lead Generation Lead Scoring Lead Ranking 136

Sword and the Script | B2B

JUNE 27, 2023

A CMO will have 2-3 groups of SDRs turnover given the average CMO tenure. Click To Tweet Comment: This finding mirrors a Ziff-Davis survey of B2B tech buyers a few years back that found prospects consume 11 or more pieces of vendor content as they research and evaluate options. The average prospect requires 11.3

Statistics 54

Statistics Ideal Customer Profiles B2B Marketing B2B 54

Allocadia

MARCH 31, 2019

We got to help decide how the tool was built to meet our specific needs,” says one team member, “We definitely feel like it was a partnership – and I can say that is something we look for in the vendors we work with.”. The Solution: Better Visibility with On-Demand Analytics. “We

Work Management 52

Work Management Marketing Management Allocation Budget Management 52

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.” Or you might meet someone from a vendor or an agency during the many networking events.

B2B 94

B2B Advertising Agencies Paid Search Agency Co-Registration 94

Martech

SEPTEMBER 16, 2022

The Content Marketing Institute’s (CMI) official definition of content marketing is: “A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

Digital Asset Management 136

Digital Asset Management Paid Content Work Management Marketing Management 136

Heinz Marketing

OCTOBER 12, 2020

How Prospecting has Changed in 2020” and our guest is Eric Quanstrom , CMO at CIENCE Technologies. I think that number one, outbound works because it’s taking a very specific targeted approach to having a vendor solution provider services based company that wants to land a specific logo or specific logos going forward.

Top of Funnel 131

Top of Funnel Work Management Marketing Management Cold Calling 131

6sense

NOVEMBER 9, 2021

If you want to know what CMOs think of events, what they need, what they won’t stand for anymore – highlights from last Friday’s CMO Coffee Talk discussion follow: Selling sponsorships will require a lot more value to the buyers to justify investment… and CFO scrutiny will be bigger factors with approvals.

Guerilla Marketing 48

Guerilla Marketing Lead Ranking Marketing & Strategy Vendors 48

ViewPoint

OCTOBER 20, 2011

A good read I discovered recently is a post by Lauren Carlson, What Do You Wish You Had Asked Your MA Vendor? , Lauren’s article is based on her survey of marketing automation users that sought—knowing what they know now—the questions they would ask vendors if they were going back and buying their software all over again.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation PointClear Automation 120

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. No pressure.

Work Management 80

Work Management Marketing Management Budget Programs Marketing Budget 80

Convince & Convert

SEPTEMBER 4, 2015

Agency leaders will tell you that it’s rarely the CMO that holds back a successful marketing campaign. When you ask a vendor this question, it opens the door for them to tell you about something they think is important but, for some reason, have not had the opportunity to discuss with you. Get our Definitive email newsletter.

Paid Search Agency 164

Paid Search Agency Advertising Agencies Ad Agencies Work Management 164

Engagio

MAY 3, 2021

Demandbase’s CMO on why every great go-to-market team stands on a foundation of great data. The data has been fragmented across multiple vendors. With these new capabilities, Demandbase moves from being ‘just’ a leader in account-based programs to being the definitive leader in B2B go-to-market. The answer is simple.

DemandBase 71

DemandBase InsideView Lead Ranking Account Based Marketing 71

Leadspace

JUNE 26, 2017

Related: 5 Crucial Considerations When Choosing a B2B Predictive Scoring Vendor. A persona model, by contrast, measures the resemblance or “fit” to a defined persona (for example, “demand gen marketer”, “CMO”, “CFO”, “sales ops”, etc).

Lead Ranking 67

Lead Ranking Lead Scoring Work Management Marketing Management 67

ClickZ

NOVEMBER 7, 2019

Your peers, the consultants you hire, market research firms, vendors, your boss — just about everyone thinks it’s common wisdom. Now, imagine the CEO, CFO, CMO , marketing and analytics stakeholders are all logging in, to use this consolidated data asset for all their daily operational purposes.

Work Management 100

Work Management Planning Marketing Management API 100

Sprout Social

FEBRUARY 27, 2023

Cummings, the CMO of Reading with RIK, thinks it’s important to educate both children and families with their product and their social media presence reflects that. It’s a great opportunity to highlight other women in your network, whether they’re vendors, customers or partners. But you don’t have to stop at the stories of others.

Social Media 118

Social Media Media Work Management Paid Search Agency 118

Customer Experience Matrix

MARCH 29, 2017

Slightly more than half of the marketing spend is business-funded, which presumably means it’s spent by CMOs. But that wasn't what Gartner had in mind: they were definitely comparing corporate IT budgets against marketing IT budgets. One reference point is the known revenues of martech vendors.

Enterprise Management 120

Enterprise Management Work Management Spending Marketing Management 120

Parse.ly

JANUARY 28, 2021

Earlier in January, Jen Jones – CMO at Dataminr, Russ Somers – VP Marketing at TrustRadius, Brendon O’Donovan – VP Product Marketing at Telesign, and Dave Cardiel – VP Marketing at Parse.ly TrustRadius’s content strategy – connecting buyers and vendors through trusted content. Focus areas for 2021?

Webinar Metrics 52

Webinar Metrics Top of Funnel Enterprise Management Work Management 52

chiefmartech

JUNE 12, 2017

Now, in fairness, the definition of a “cloud service,” according to Netskope, is pretty broad. Resistance to vendor lock-in is now a top 3 criteria. 183 in Meeker’s report); Lock-in — the ability to change vendors — was the least of buyers concerns back in 2012.

Enterprise Management 88

Enterprise Management Marketing Management Service Budget Programs 88