ClickZ

DECEMBER 10, 2019

It is essential for technology vendors to work closely with an organization during the first couple of months of implementation. Scollans encourages her clients to evaluate large platforms as well as best in breed vendors that have open API tools which can facilitate integration. Advice to martech vendors.

Work Management 69

Work Management Press Marketing Management CMO 69

Martech

SEPTEMBER 14, 2023

Margins bottom out in the absence of critical marketing levers like brand differentiation, ecosystem engagement and positioning. We live in a peer-bound world,” says Chandar Pattabhiram, CMO for business spend management platform Coupa. “We to 2.9%) than the previous year, according to a Duke CMO survey.

Marketing Analytics Tools 115

Marketing Analytics Tools Marketing Budget Enterprise Management Work Management 115

Aberdeen

DECEMBER 7, 2017

They turn to their vendors for assistance. When we asked survey respondents if they would be more likely to work with a vendor who questioned their way of doing business by, for example, highlighting an organizational pain point or weakness they weren’t aware of, 65% replied, “Yes.”. Vendors Are a Window. So, what do buyers do?

Vendors 63

Vendors B2B Differentiation B2B Sales 63

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

Biznology

NOVEMBER 1, 2021

Once in place, companies avoid changing vendors as much as possible. Taking a page from consumer marketing, and their own experiences as buyers, some business marketers will look at loyalty programs—points, rewards, status and the like, on the assumption that this will be a way to further lock in their vendors and fend off competitors.

Loyalty 104

Loyalty B2B Marketing Lock-In B2B 104

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. And story is the only differentiator in a noisy market. 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

Other challenges included managing the costs of multiple platforms, discerning genuine vendors from transient ones and the constant need to stay updated with the rapid technological evolution in the martech landscape. Many martech vendors offer trial periods, allowing businesses to gauge a tool’s fit and effectiveness.

Work Management 95

Work Management Marketing Management Digital Transformation Customer Satisfaction 95

KoMarketing Associates

MAY 28, 2015

68% of business owners believe outside reviews (done by some person or entity not related to the company) are the most important indicator of whether or not they can trust a new B2B vendor. 37% of survey respondents from our report indicated that they will visit a vendor website 3 – 5 times before making a purchasing decision.

Advertising Benchmark 120

Advertising Benchmark Statistics B2B Marketing Paid Search Agency 120

Kaon

JANUARY 8, 2016

Neither of them spoke for at least 30 seconds, and then the CMO asked: “Is that why sales declined this last year?” And we know that the customer is actively progressing through the vast majority of the purchasing cycle (or customer journey) without the vendors. ” Silence all around.

Differentiation 100

Differentiation Trade Show Interactive Marketing CMO 100

Heinz Marketing

OCTOBER 12, 2020

How Prospecting has Changed in 2020” and our guest is Eric Quanstrom , CMO at CIENCE Technologies. We first talk about why outbound is still working and then differentiate between good outbound and all the bad outbound that we still see. This week’s show is called “Is Outbound the New Normal? Eric, how are we doing?

Top of Funnel 125

Top of Funnel Work Management Marketing Management Cold Calling 125

ViewPoint

JUNE 6, 2013

He noted that booths look the same with little differentiation and are staffed with untrained talent. CMO Council study: Content has significant impact on buying process. B2B Trade Show Marketing Circa 2013: Everything is the Same, Everything is Different. Christopher Ryan shares his observations during a recent technology conference.

B2B Marketing 120

B2B Marketing PointClear B2B Trade Show 120

Zoominfo

OCTOBER 5, 2021

Case in point: 40% of CMO Council members agree that improving GTM processes are top priority. If so, does the product in question provide enough differentiation to the potential customer base to displace existing competition? Because B2B organizations often mistake go-to-market strategies as being a new launch.

Ideal Customer Profiles 147

Ideal Customer Profiles Enterprise Management Marketing Analytics Tools Work Management 147

Aberdeen

JUNE 20, 2018

There are two opposing explanations for this kind of “me too” positioning, an approach which provides companies with no real differentiation. McKinsey describes this behavior as “a tendency to follow the herd rather than create strongly differentiated brand messages.”. Problems with Ries and Trout. In 2015, six claimed “insights.”

Positioning 40

Positioning Enterprise Management Marketing Management Forrester 40

KoMarketing Associates

DECEMBER 8, 2015

A total of 86 percent of respondents from a study by Research+Data Insights found that word of mouth from peers was the most influential factor in narrowing their options for potential vendors. B2B buyers are exploring a number of different channels when conducting vendor. Content Marketing. Customer Experience.

Marketing Budget Creation 120

Marketing Budget Creation Marketing Budget Budget Programs Enterprise Management 120

Convince & Convert

MARCH 29, 2016

Brian emphasized that customer experience is the new differentiator, but I’m not certain I agree. Customer experience is of course a differentiator. The CMO just wants to constantly study new software, but nothing gets implemented. Our job is to run reports that help the CMO keep his job.”

Paid Search Agency 113

Paid Search Agency Companies Budget Programs Advertising Agencies 113

6sense

MAY 31, 2018

Box CMO Carrie Palin said , “6sense enables us to be more intelligent about everything we do based on an understanding of which customers are in-market and where they are in their journey.”. Two Worlds Converge: Predictive + ABM. Let’s dig a little deeper, shall we?

Account Based Marketing 48

Account Based Marketing Forrester ABM Marketing AI 48

Martech Advisor

JANUARY 28, 2020

The use of first-party data is also recommended – in place of third-party data acquired from unreliable vendors – as it can help to deliver a more personalised experience to customers. Nikolas Rekeda, CMO at MGID, exclusively to MarTech Advisor. Put data protection at the heart of your offerings.

Privacy 99

Privacy Loyalty Work Management CPO 99

Seismic

OCTOBER 28, 2021

Honest – Buyers are navigating the sales process with several vendors, products, and pricing models, yet only 30% of buyers felt that sellers were transparent about pricing. For example, a CMO, CTO, VP of Marketing, and Content Marketing Manager may all be included in the product evaluation process for a content marketing solution.

Work Management 52

Work Management Marketing Management Buyer's Journey Sales Cycle 52

The Marketing Blender

MAY 4, 2021

What, exactly, does a fractional CMO do? An outsourced CMO brings years of experience to help you accelerate your revenue growth and optimize your business development without incurring the cost of an executive salary. This is where a fractional CMO steps in, figuratively and often literally, into their business. Who We Are.

CMO 98

CMO Work Management Marketing Budget Marketing Management 98

Capstone Insights

OCTOBER 4, 2017

However, it isn’t the marketing automation platform for one organization; it’s the actual marketing automation vendors and their ability to aggregate data, actions and responses across all of their customer instances that have a tremendous amount of untapped (and semi-creepy) potential of insight. That really intrigues me. What am I missing?

Marketing Automation Services 49

Marketing Automation Services Marketing Automation Work Management Marketing Management 49

Heinz Marketing

MARCH 7, 2022

Differentiating yourself by becoming more authentically “human” A manager’s perspective on autonomy and agency in the business. Is that we’re going to differentiate ourselves by becoming more human, not less. The buyer doesn’t share that with every other vendor they’re talking to.

Urgency Marketing 89

Urgency Marketing Work Management Ideal Customer Profiles Demand Generation Agencies 89

Capstone Insights

OCTOBER 4, 2017

However, it isn’t the marketing automation platform for one organization; it’s the actual marketing automation vendors and their ability to aggregate data, actions and responses across all of their customer instances that have a tremendous amount of untapped (and semi-creepy) potential of insight. That really intrigues me. What am I missing?

Marketing Automation Services 40

Marketing Automation Services Marketing Automation Work Management Marketing Management 40

Integrated B2B

SEPTEMBER 2, 2016

I’m sure a few marketing software vendors would want the chance to prove them wrong! In a few cases, the CMO actually owns the corporate strategy process. Several characteristics clearly appear to differentiate Marketer CEOs from sales and technically oriented CEOs. Resource allocation. Marketing owns business strategy.

Planning 56

Planning Allocation Terms and Conditions CMO 56

Heinz Marketing

JUNE 18, 2018

We were thrilled this last time to be able to talk to Patrick Morrissey , CMO at Altify. Very excited to have with us, Patrick Morrissey is the CMO of Altify. Matt: Speaking today to Patrick Morrissey, he’s CMO at Altify. He’s the CMO of Altify. A proud graduate of Iowa State University. Go Cyclones.

Sales Management 40

Sales Management Top of Funnel Work Management Marketing Management 40

chiefmartech

APRIL 11, 2016

The following is a guest post by Bertrand Hazard of TrustRadius , who attended MarTech last month and interviewed a number of vendors exhibiting there about their perspective on “hot” categories within the marketing tech landscape. Account-based marketing (ABM) was one of the biggest topics at the MarTech conference.

Account Based Marketing 40

Account Based Marketing Ideal Customer Profiles Buzz Enterprise Management 40

B2B Marketing Traction

AUGUST 11, 2011

Customers will be more sensitive to prices if they know there are substitutes or if they think your product lacks differentiation. If you are able to differentiate yourself from your competition, there is a better way to price. A value-based pricing model that has proven to be a real differentiator in today’s value-oriented culture.

Pricing 100

Pricing Price Elasticity Work Management 100

nDash

JULY 30, 2021

You’ll learn about CMO/CEO alignment, demand generation, eCommerce in B2B, and more. Track 3: New & Differentiated Experiences. The Strategic Marketing USA event unites the most influential CMO’s. Registration prices vary depending on the number of people who are registering at once. Where: Virtual.

Marketing AI 52

Marketing AI Co-Registration Demand Generation Agencies Advertising Agencies 52

Hubspot

AUGUST 20, 2019

For instance, let's say you're the CMO of a successful lawn-mowing business. Ultimately, following-up with a personal connection helps you differentiate and solidify the relationship. I’ve met tons of great people at events who have since become familiar faces at other industry events. Are these connections unimportant?

Personalization 101

Personalization Effectiveness Co-Registration Ad Exchange 101

Aberdeen

DECEMBER 27, 2018

Stronger than ever in data, Best-in-Class solutions leverage sophisticated Data Science models that consider differential analysis to model the swings in buyer intent signals that naturally occur as a B2B buying committee progresses through meetings, proof-of-concepts, vendor sorting, and other stages of a buying journey.

Buyer Intent 40

Buyer Intent Intent Intent Signal Analytics 40

Aberdeen

JULY 31, 2017

Give the prospect a break – differentiate! ” Failure to differentiate creates market confusion and that inevitably leads to longer sales cycles. As you can see, lack of differentiation is a problem in the BI market, one that has persisted for at least three years. In 2015, six built positioning around “insight.”

Positioning 40

Positioning Enterprise Management Work Management Marketing Management 40

Heinz Marketing

MARCH 27, 2023

Domenic: Yeah, you know, it’s funny, I used to be a CMO before, and so I lived in the chair of many folks who I think are grappling with this problem today. And when you used to ask marketers about transformation, it’s we want to do some innovation.

Demand Generation Agencies 75

Demand Generation Agencies Work Management Budget Programs Paid Search Agency 75

The ROI Guy

JANUARY 15, 2013

At this later stage of engagement, it’s usually a Bakeoff between vendor offerings– a vicious shootout on features, function and especially price. In fact, CEB reports that 57% of the buyer’s journey has been completed prior to the customer engaging with a sales professional. Why Change?” – Quantify the Pain b. Click here to learn more.

Lead Ranking 40

Lead Ranking Marketing Management Forrester Lead Scoring 40

The Marketing Blender

APRIL 22, 2021

An outsourced CMO brings years of experience to help you accelerate your revenue growth and optimize your business development without incurring the cost of an executive salary. This is where a fractional CMO steps in, figuratively and often literally, into their business. What is a fractional CMO? What does a fractional CMO do?

CMO 52

CMO Work Management Marketing Management Paid Search Agency 52

WebMarketCentral

JANUARY 2, 2008

The CMO Council recently released a major study entitled Profitability from Customer Affinity , on the difficulty faced by vendors in establishing customer-centric business practices. Virtually all customers said they would terminate or scale back relationships with vendors who failed to "build customer trust."

Work Management 20

Work Management Marketing Management Vendors Purchase Intent 20

Aberdeen

JUNE 9, 2017

At the same time, it is also the favored scapegoat, evidenced by the fact that average CMO tenures have consistently dropped , decreasing by six months in just two years. Since 2011, the landscape for marketing technology has soared from 150 vendors to nearly 5,000, according to MarTech Today.

Analytics 63

Analytics Enterprise Management Marketing Automation Services Work Management 63

Heinz Marketing

MARCH 11, 2019

We were thrilled this last time to talk to Derek Slayton , CMO at Terminus in an episode called, The State of ABM in 2019: Stay Ahead & Drive Revenue Impact. The future of marketing’s leadership role is the central topic between Derek Slayton, CMO of Terminius , the ABM Platform company. Matt: My gosh. Derek: Yeah.

Top of Funnel 59

Top of Funnel Account Based Marketing Paid Search Agency Demand Generation Agencies 59

Martech

APRIL 19, 2023

Over the last several years, I’ve written frequently about the lack of CMO engagement in technology strategy and management. I’m now starting to see CMOs actively participating in strategy discussions, working hand in hand with their tech lead to make decisions about what to acquire and what to retire.

Marketing AI 105

Marketing AI Marketing Automation Services Work Management Marketing Management 105