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. The key purpose of a MAP is to deliver personalized messaging and MAP vendors are excellent at this. Reporting is not a core competence.

Marketing Automation Services 159

Marketing Automation Services Enterprise Management Work Management Marketing Management 159

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. As you go through a budgeting process, there’s a proportion allocated to demand generation, maybe another pot for brand awareness. And then you’ve got systems investment.

CMO 52

CMO Marketing Automation Services Demand Generation Agencies Allocation 52

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

DECEMBER 28, 2023

The problem is the CMOs and CEOs who are demanding their marketing teams leverage AI have no idea what problems AI would solve for those teams and no idea how it fits into their existing marketing strategies or technology stack. Ask the CEO/CMO why she wants you to use AI? Dig deeper: What does the future hold for genAI?

Marketing AI 99

Marketing AI Allocation CMO RFP 99

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. Tokens reset monthly, so please be patient while we figure out demand, costs, and usage! As it turned out, you did get value from it.

Work Management 106

Work Management Generation Marketing Management CMO 106

Pearl Digital Marketing

SEPTEMBER 13, 2019

The world today is such that a lot of products and services can be had on demand. For example, fractional CMOs or outsourced marketing executives. Some start-ups, as well as companies undergoing rapid growth and transformation, have also made use of on-demand, outsourced expertise. What is a fractional CMO?

CMO 75

CMO Enterprise Management Work Management Marketing Management 75

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 329

Account Based Marketing ABM Work Management Marketing Management 329

Top Rank Marketing

AUGUST 16, 2023

B2B purchases are being scrutinized more deeply New research from Demand Gen Report and Vidyard shows that “buyers are focusing more on the value of a purchase and thoroughly researching solutions before making a decision.” “B2B companies are fighting over limited spend,” wrote Sara Lebow. Meanwhile, purchase cycles are extending.

B2B Marketing 93

B2B Marketing Paid Search Agency Terms and Conditions Advertising Agencies 93

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. They’re also giving performance a hard look — and it isn’t pretty.

Marketing Management 111

Marketing Management Marketing Budget Budget Programs Vendors 111

Terminus

NOVEMBER 14, 2023

In contrast, digital and demand gen marketers are nearly always responsible for pushing small (or large) marketing budgets to do more. Research how similar businesses saw impact and when bringing in a new vendor or software solution request case studies to help gauge performance metrics and when you can expect to see ROI.

CMO 29

CMO Budget Programs Marketing Budget Allocation 29

Vision Edge Marketing

DECEMBER 15, 2020

We live in a peer-bound world,” says Chandar Pattabhiram, CMO for Coupa. Whether you’re buying cars, software, or any other category, buyers are influenced more by their peers than by the vendor themselves.”. Its relatively easy to spin up a demand generation experiment around this strategy.

Peer-to-peer 285

Peer-to-peer Buy Sales Cycle B2B Sales 285

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

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. Demand Gen - Find new business. Vendors - Odds are that if your marketing vendors are here.

CMO 100

CMO Lead Gen Vendors Conference 100

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

ViewPoint

OCTOBER 10, 2011

Debbie Qaqish is Principal Partner and Chief Revenue Marketing Officer for demand generation agency, The Pedowitz Group. Who is teaching the CMO how to sell? Let’s see what is causing this role re-alignment and how the CMO is learning these new skills, specifically sales. Who doesn’t want this?

CMO 120

CMO Marketing Automation Services Disintermediation Demand Generation Agencies 120

chiefmartech

MARCH 22, 2023

All of this is completely free: register here to get full access to event — which will also give you the option to catch many of these sessions on-demand afterwards. See you at the Best of Breed Marketing Summit on #MartechDay! P.S. You’ve still got 4 full weeks to enter The Stackies 2023: Marketing Tech Stack Awards.

Marketing Analytics Tools 86

Marketing Analytics Tools Work Management Marketing Management Best Practices 86

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. GTM is not demand generation. Scott Vaughan , CMO and growth accelerator.

Work Management 111

Work Management Marketing Management Marketing Analytics Tools Digital Marketing Funnels 111

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

PathFactory

MAY 24, 2023

PathFactory fills a clear gap in your martech stack” The entire Marketing team including the content team, the demand team, and marketing leaders (VP & CMO) will all benefit from the customized buying journey, intelligence data, and organization of content that PathFactory can provide.

Marketing Analytics Tools 52

Marketing Analytics Tools Advertising Agencies Top of Funnel Buyer's Journey 52

Martech

JULY 28, 2021

There was little consolidation in the space, with independent start-ups outperforming the bigger vendors, and almost two dozen of them dominate the market today. Similarly, independent CDPs generally have a multi-year lead over the big vendors — Adobe, Oracle, Salesforce and SAP — all of which have been playing catch-up.

Enterprise Management 111

Enterprise Management Marketing Management Advertising Agencies Demand Generation 111

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 97

Enterprise Management Work Management Marketing Management Analytics 97

Metadata

NOVEMBER 17, 2021

Yet IMHO, the pendulum has swung too far to an all account-based mentality at the expense of proven demand gen activities. 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 there an agreed-upon definition of ABM?

Account Based Marketing 98

Account Based Marketing ABM Enterprise Management Work Management 98

KoMarketing Associates

DECEMBER 5, 2017

Samantha Stone , Author, Founder & CMO, The Marketing Advisory Network. We do that through our weekly newsletter, which is easy to scan quickly, vendor briefing reports, and in-site messaging. Katie Martell , On-Demand Marketer. As we go into 2018 marketers must make data integrity a higher priority.

Marketing Budget Creation 439

Marketing Budget Creation Marketing Budget Budget Programs Marketing AI 439

Martech

AUGUST 23, 2023

The demand for advanced marketing technologies has surged as businesses pivot their operations online. In an age dominated by digital necessity, martech has become an indispensable ally for businesses, especially for CMOs. Many martech vendors offer trial periods, allowing businesses to gauge a tool’s fit and effectiveness.

Work Management 96

Work Management Marketing Management Digital Transformation Customer Satisfaction 96

chiefmartech

AUGUST 16, 2023

The mad rush to all-digital transformation in the first year of the pandemic coincided with the zeinth of massive martech investments from VCs, a perfect storm of surging supply and demand. Since then, however, things have stabilized significantly. For instance, in 2020, CMS systems were being replaced at rate of 41%.

Budget Programs 84

Budget Programs Work Management Marketing Management Paid Search Agency 84

LEADership

JANUARY 13, 2015

CMO Spotlight: Jon Iwata, SVP, Marketing & Communications, IBM. In response to the great feedback on our CMO Spotlight Series in 2014, I’m happy to continue with it this year. Jon emphasizes the need for effective demand generation when selling to businesses. Does Your Customer Need You?

CMO 40

CMO B2B Marketing Demand Generation Agencies Planning 40

Heinz Marketing

MAY 16, 2022

Pacific on LinkedIn (also on demand) you can find the transcription and recording here on the blog every Monday morning. This week’s show is entitled, “ New Insights & Benchmarks for Customer Experience “ and my guest is Alan Gonsenhauser , Principal & Founder at Demand Revenue. Alan, thanks for joining us.

Top of Funnel 82

Top of Funnel Lead Scoring Lead Ranking CMO 82

B2B Digital Marketer

MARCH 3, 2022

Learn what makes a CMO highly successful and become the top performer in your market. Nowadays, a CMO is required to have more than just the average skill set. Nowadays, a CMO is required to have more than just the average skill set. Being a high-growth CMO is a challenging role. Podcast Timestamps/Outline.

CMO 52

CMO Startups Lead Ranking B2B Sales 52

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. To achieve this ambitious end, marketers must prioritize and invest in 5 key areas: Data.

CMO 48

CMO Enterprise Management Lead Ranking Work Management 48

Martech

JULY 29, 2022

Online retailers want to have enough inventory to meet demand. There are still companies with [such] predictable supply and demand profiles that just-in-time still works,” said Mark Hart, Chief Operating Officer of Pollen Returns, a pick-up service for e-commerce businesses. Merchandise spent more time in motion than at rest.

Work Management 87

Work Management Marketing Management Merchandising Peer-to-peer 87

Martech

MAY 10, 2022

When Rowan Tonkin joined Planful as CMO three years ago, he faced two main challenges. Last year, Forrester reported that about 90% of 650 tech buyers surveyed want vendors to provide content that’s relevant at every stage of the buying journey. It’s almost an arms race to get to the buyer before the other vendors,” he said. “We

Buying Cycle 86

Buying Cycle Intent Ideal Customer Profiles Planning 86

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

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

Launch Marketing

AUGUST 23, 2023

Without insight from these leaders, the marketing team will lack the fundamental knowledge needed to drive demand. What works today may falter tomorrow, demanding an exceptional VP of Marketing who views failure as an opportunity to uncover the best path forward.

Marketing AI 116

Marketing AI Paid Search Agency Demand Generation Agencies Work Management 116

Lattice

MAY 17, 2016

This is due to a number of factors, including that customers now have technology at their fingertips to research the tools they need, and make their displeasure known if a vendor doesn’t follow up on the promises they made.

Forrester 100

Forrester CMO Demand Generation Acquisitions 100