Heinz Marketing

OCTOBER 10, 2018

The discussions at each CMO breakfast range widely from strategic to tactical topics, from professional development to managing culture and marketing technology stacks. Attribution: This includes understanding what’s working, what’s influencing pipeline velocity and closed deals in a complex, multi-touch sale.

Multi-Touch Attribution 87

Multi-Touch Attribution Account Based Marketing B2B Marketing Qualified Leads 87

LeadsRX

AUGUST 31, 2021

“In our 30 years in business, Steel City Media has evolved from a radio broadcast company with market-leading media outlets in both Pittsburgh and Kansas City to become a full-service, multi-platform marketing company serving as the agency of record for advertising clients,” said Michael Frischling, Co-Owner, Vice President for Steel City Media.

Multi-Touch Attribution 52

Multi-Touch Attribution Marketing Attribution Work Management Paid Search Agency 52

Litmus

APRIL 2, 2021

This session, moderated by our very own CMO Melissa Sargeant, featured Jon Suarez-Davis, the SVP of Marketing Strategy and Innovation at Salesforce and Kara Trivunovic, Managing Director of Messaging at Epsilon. If you missed the live discussion, you can access the full panel on-demand at any time.

Webinar Metrics 55

Webinar Metrics Paid Search Agency Advertising Agencies Work Management 55

B2BMarketing.net

FEBRUARY 8, 2024

The subject of the interview was captured in the title, “From CMO to CEO: Journey to Destination.” Didier was the perfect interlocutor ; that rara avis whose previous roles included being CMO of other global, med-tech companies, he was uniquely poised to speak about the famously fraught relationship between the CMO and CEO functions.

Enterprise Management 52

Enterprise Management CMO Work Management Customer Satisfaction 52

Engagio

MAY 14, 2019

This session went beyond the buzzwords, featuring insights from over 200 CMO interviews on how they’re moving their marketing teams to revenue centers through the use of data, omni-channel ABM, CDPs, sales & marketing alignment and more. Multi-touch attribution. Account analysis. Sales alignment. Account awareness.

Account Based Marketing 54

Account Based Marketing ABM Ideal Customer Profiles Top of Funnel 54

InsightSquared

APRIL 12, 2018

Marketers look to their marketing automation platforms (MAPs) not only to execute many of their demand generation activities, but also to understand the effectiveness of their marketing programs. However marketers are largely dissatisfied with the reporting their MAPs offer. Here’s why: It’s complex and hard to get right.

Marketing Automation Services 159

Marketing Automation Services Enterprise Management Work Management Marketing Management 159

B2B Marketing Directions

AUGUST 18, 2019

In the February 2019 edition of The CMO Survey , senior marketing leaders were asked what marketing leadership activities they find most challenging. Paul Magill is a Managing Director with Deloitte Consulting and the former CMO for Abbott. The comparable percentage was 54% in the 2018 edition of the survey, and 49% in the 2017 survey.

Lead Ranking 49

Lead Ranking Lead Scoring Multi-Touch Attribution CMO 49

Terminus

JUNE 30, 2022

“Using Connected TV and Audio to diversify your advertising to target the people who make business decisions will only serve to drive more demand.”. Terminus customer, Skai, has been using Connected TV to test and experiment to get more touch points with consistent messaging. We follow the buyer,” says Nuvolo CMO, Ben Person.

Paid Search Agency 26

Paid Search Agency Webinar Metrics Ads Multi-Channel 26

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

Adobe Experience Cloud Blog

NOVEMBER 8, 2016

ResearchCorp’s Demand Generation Adoption Survey. This leader will be responsible for your demand generation strategy for different segments and its orchestration across channels. Demand generation/lead generation. Marketo and Ascend2’s Marketing Automation Strategy Survey. Strategic thinker and hands-on executor.

Marketing Automation Services 134

Marketing Automation Services Enterprise Management Work Management Marketing Management 134

The ABM Agency

APRIL 21, 2023

Reading Time: 13 minutes Winning strategies for account-based marketing (ABM) are essential for any director of marketing or CMO at a large B2B SaaS organization. Furthermore, we will explore ways to personalize messaging and leverage multi-channel strategies to engage decision-makers effectively.

Account Based Marketing 52

Account Based Marketing Ideal Customer Profiles Marketing Strategy Marketing & Strategy 52

PathFactory

JUNE 12, 2019

A couple of weeks ago I had the pleasure of hosting a series of B2B CMO breakfasts with PathFactory in New York City, Chicago, and Austin. This includes understanding what’s working, what’s influencing pipeline velocity, and closed deals in a complex, multi-touch sale. 6 biggest marketing challenges. Attribution.

Multi-Touch Attribution 45

Multi-Touch Attribution Work Management Account Based Marketing Marketing Management 45

Smashmouth Marketing

JUNE 7, 2009

The CMO Club Summit and Sales 2.0 Tags: marketingprofs demand marketing b2b sales2.0 Been a busy few weeks with conferences. Conference were just a couple weeks ago, and this week is MarketingProfs b2b Forum in Boston. Thank you to MarketingProfs and Anne Handley ( personal blog ) for what should be a stellar event. More later.

B2B 100

B2B Marketing Budget Conference B2B Sales 100

ViewPoint

JUNE 10, 2016

Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the final of a multi-part blog series. James Thomas, Allocadia’s chief marketing officer, blogged on the IBM commerce site : “Never has it been tougher to be a CMO.

Sales Qualified Leads 120

Sales Qualified Leads Planning Peer-to-peer Work Management 120

Valasys

DECEMBER 3, 2019

According to Latane Conant, CMO of 6sense the account-based sales & marketing requires rich account insights & the ability to deliver engaging experiences. James Kessinger, CMO of Hushly also looks up to the collaboration as the right endeavor in the direction to accelerate lead conversions by serving relevant content.

Lead Scoring 40

Lead Scoring Lead Ranking Conversion Multi-Touch Attribution 40

Marketing Insider Group

AUGUST 4, 2011

To summarize, the CMO of Kmart stated that TV is easier to measure than Social Media. I tried to address it with my post on Marketing Attribution: Who Gets Credit for ROI where I suggest we need to look at all companies that were touched by marketing campaigns that ultimately became sales-opportunities.

Social Media 100

Social Media Multi-Touch Attribution ROI Marketing Attribution 100

Smashmouth Marketing

JUNE 7, 2009

The CMO Club Summit and Sales 2.0 Eight Secrets to Delivering Top B2B Demand Gen Results. Using a Multi-Touch Approach to Engaging and Nurturing Sales Prospects. Been a busy few weeks with conferences. Conference were just a couple weeks ago, and this week is MarketingProfs b2b Forum in Boston. Email Workshop.

B2B 100

B2B Marketing Budget Conference CMO 100

Adobe Experience Cloud Blog

MARCH 16, 2015

Kicking off the morning sessions were John Common from Intelligent Demand and Steve Krizman from Kaiser Permanente. This session focused on how Kaiser Permanente Colorado, with help from their agency, Intelligent Demand, transformed their marketing and revenue generation strategy. Alan Gellman: CMO of Esurance. Crawl, walk, run.

Top of Funnel 48

Top of Funnel Paid Search Agency B2B Thought Leadership Multi-Channel 48

Hubspot

SEPTEMBER 16, 2016

To help dissect some of these future trends, we invited WordStream Founder Larry Kim and ClassPass CMO Joanna Lord to have a discussion with HubSpot's VP of Marketing, Kieran Flanagan , via YouTube Live. It's a multi-touch approach, and that allows you to meet people earlier in the funnel, nurture them, and hopefully bias them along the way.

CMO 28

CMO Top of Funnel Funnel Advertising Paid Search Agency 28

Bannerflow

AUGUST 23, 2019

As Zoe Harris, CMO of GoCompare writes in Marketing Week, “ a poor story can’t be helped in any channel, no matter the spend that’s put behind it ”. Smart automation means teams can produce countless display ad variations for multi-market, multi-audience campaigns. What are the essential programmatic creative technologies?

Creativity 40

Creativity Mobile Advertising Paid Search Agency Display 40

Adobe Experience Cloud Blog

OCTOBER 9, 2014

With a keynote from our own CMO, Sanjay Dholakia and an eye-opening session from Julian Archer of SiriusDecisions, the roadshows also showcased customer case studies, product roadmap overviews and a standout session on the importance of creativity. Consumer brands are still generally perceived as being more innovative than B2B brands.

B2B Thought Leadership 48

B2B Thought Leadership Multi-Channel Lead Qualification Thought Leadership 48

Adobe Experience Cloud Blog

APRIL 15, 2013

Mason is CMO of iLevel Solutions in New York and markets a cloud-based software platform to private equity firms worldwide. As a CMO, I’m not necessarily hands-on with marketing automation, but I went to the Summit to optimize my plan for content marketing and sales and marketing alignment. Sales says “those leads are junk”.

Marketo 48

Marketo Multi-Touch Attribution Marketing Automation Services Lead Ranking 48

LEADership

JUNE 17, 2014

In a recent piece in the CMO Spotlight Series, I talked about the different types of metrics for measuring marketing effectiveness. Read 5 Ways to Ignite B2B Demand Generation and Achieve Customer Delight. What are some of the questions keeping you or your CMO up at night? Audiences are easily bored so we can’t let them.

Lead Generation 40

Lead Generation Lead Scoring Lead Ranking Analysis 40

Valasys

AUGUST 30, 2019

Marketers need to focus on & optimize their multi-channel attribution strategies. Create Podcasts & Premium Pieces of Content : According to a report by Business Insider, Gen Zers don’t prefer free content being broadcasted; instead value premium content, podcasts, on-demand videos, paid content & subscription.

Paid Content 49

Paid Content Lead Scoring Lead Ranking B2B Marketing 49

Vidyard

DECEMBER 18, 2014

Michael Gerard, CMO of Curata and Joe Gelata, our own Director of Demand Gen discussed the measurement of content initiatives in last week’s webinar: “Measuring the Impact of Content Marketing on Your Pipeline” (full version at the end of this post). Which asset was a lead’s first touch? The good news?

Top of Funnel 52

Top of Funnel Multi-Touch Attribution Lead Ranking Lead Scoring 52

LEADership

SEPTEMBER 10, 2013

It’s free”, “We need huge numbers”, “We need a multi-channel presence”, all of these and other confused C-Suite perceptions about the role and purpose of social media make it increasingly difficult for social to be adopted as a must-have. Here are the most common demand generation personalities. UNDERSTAND YOUR CMO’S PROFILE.

Social Media 40

Social Media Budget Programs Buy Media 40

Velocity Partners

FEBRUARY 13, 2024

Sugar-rush or dopamine leads : Teams are set up to measure campaign touches, calling them leads and failing to link those into long-term demand gen outcomes. Use SEO to drive down paid costs and turn organic into a demand gen powerhouse. Organic performance is in the toilet.

Work Management 106

Work Management Top of Funnel Marketing Management B2B Marketing 106

Heinz Marketing

AUGUST 20, 2018

We were thrilled this last time to be able to talk to Guy Weismantel , CMO at Pushpay. He shares insights applicable in any industry and also touches on building culture within marketing. We have a proud member of the Fighting Irish Nation from the University of Notre Dame, Guy Weismantel , who is currently the CMO at Pushpay.

Top of Funnel 40

Top of Funnel Enterprise Management Work Management Paid Search Agency 40

Metadata

NOVEMBER 7, 2023

Attribution is one part art and one part science, and the opinions on how to do it are varied, thanks mainly to the many attribution models available: First touch or click: All credit goes to the first touchpoint (the one that acquired the prospect). Multi-touch: All of the touchpoints receive fractional credit.

Multi-Touch Attribution 52

Multi-Touch Attribution ROI Ideal Customer Profiles B2B Marketing 52

Engagio

APRIL 20, 2020

Everything ABM stands for – team alignment, personal and relevant messaging, multi-channel interactions, full-funnel activities, etc. – CMO, Sendoso. Every single touch point from SDR touch, to direct mail / gifting, digital ads, etc. CMO, TechTarget. CMO, MarvelMarketers. Multi-channel communication.

Work Management 131

Work Management Tactics Account Based Marketing Marketing Management 131

LEADership

AUGUST 26, 2014

…states Judith Sim, CMO of Oracle Corp. In this next edition of the CMO Spotlight, I have summarized Sim’s viewpoint on the changing industry landscape and key takeaways from a demand generation perspective. On-the-go customers want on demand service. in no uncertain terms. Commerce Anywhere” Approach . And they do.

CMO 40

CMO Demand Generation Agencies Buying Cycle Multi-Channel 40

chiefmartech

APRIL 6, 2016

It was also supported by the hundreds of attendees from major brands who had marketing technology in their title or role, including many at VP-level positions, and the topics discussed — a diverse set of critical technology management challenges and opportunities within marketing’s domain that demand this kind of talent.

Enterprise Management 40

Enterprise Management Work Management Marketing Management Paid Search Agency 40

Strategic-IC

NOVEMBER 16, 2023

In the interview ( full recording here ) we discussed: What Champion Tracking is Why multi-threading is key to account success Trinity’s rationale for SDR reporting to Marketing How to make the intangible tangible So let’s dive into some of Trinity’s top ABM tips and tricks. By exploring a multi-threaded approach.

Account Based Marketing 62

Account Based Marketing ABM Budget Programs Tips 62

Full Circle Insights

FEBRUARY 28, 2021

Building a Solid Case for Attribution to the CMO. Top 10 Reports Your CMO Wants from Digital Marketing. MQL vs Revenue-Based Demand Planning. Ultimate CMO Board Package Reference Guide. Buyer Groups and Demand Units Demystified. The business case for a strong CMO-CIO partnership: A guide. Got CMO Skills?

Lead Ranking 89

Lead Ranking Sales Management Marketing Attribution Full Circle Insights 89

Engagio

APRIL 20, 2020

Everything ABM stands for – team alignment, personal and relevant messaging, multi-channel interactions, full-funnel activities, etc. – CMO, Sendoso. Every single touch point from SDR touch, to direct mail / gifting, digital ads, etc. CMO, TechTargeet. CMO, MarvelMarketers. Multi-channel communication.

Work Management 87

Work Management Tactics Account Based Marketing Marketing Management 87

The Marketing Blender

FEBRUARY 20, 2024

Multi-Channel B2B Marketing: The Key to Success In today’s digital age, relying on a single marketing channel is a mistake. Explore ways you can help your buyers make progress toward their goals and how you can touch base in a way that is serving instead of nagging. Here are proven tactics for your B2B manufacturing marketing.

B2B Marketing 52

B2B Marketing Advertising Agencies Multi-Touch Attribution B2B Thought Leadership 52

Litmus

AUGUST 3, 2021

in 2021 , their lowest level in the history of Gartner’s CMO Spend Survey. A recent study from the Demand Gen Report and Terminus found that 46% of marketers said that their data is a mess and 51% said they were unable to connect and analyze data across applications and platforms. If these attributes sound familiar, you are not alone.

Marketing Budget 90

Marketing Budget Budget Programs Marketing Attribution Marketing Budget Creation 90