Top Rank Marketing

OCTOBER 17, 2023

During the digital transformation of marketing and the shift to digital channels for communications since COVID, webinars have become a cornerstone for many B2B marketers. Now, their role has expanded, making them essential for mid-funnel activation, top-of-the-funnel acquisition, and community building.

Webinar Metrics 124

Webinar Metrics Forrester Top of Funnel Research 124

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 322

Account Based Marketing ABM Work Management Marketing Management 322

Tony Zambito

JANUARY 22, 2017

To think digital transformation is primarily a consumer phenomenon is a fallacy. In this era of disruptive digital transformation, customer behaviors in B2B and B2C markets are radically changing. In this case, the focus is on understanding the goals of buyers to inform overall marketing and sales strategies.

Buyer Personas 100

Buyer Personas Digital Transformation Enterprise Management Account Based Marketing 100

Marketing Insider Group

FEBRUARY 6, 2023

The global pandemic significantly accelerated digital transformation. According to Laurie Buczek , research vice president , IDC CMO Advisory practice “B2B tech buyers are undeniably digital-first and digital always in their buying journey. We need to react to change, anticipate trends, and be proactive.

B2B Thought Leadership 222

B2B Thought Leadership Lead Ranking B2B Marketing Planning 222

Martech

FEBRUARY 13, 2024

You’ve explored the crucial link between your martech stack and strategic goals in “ The CMO’s guide to aligning martech and business strategy ,” understanding why syncing these elements boosts efficiency, customer value and growth. Look into omnichannel customer experiences and inventory management integrations.

Marketing Automation Services 94

Marketing Automation Services Work Management Lead Scoring Lead Ranking 94

Tony Zambito

JANUARY 29, 2017

What is changing in the past two years, is that CEOs are focused on globalization and digital transformation. Per recent surveys by IBM, KPMG, and Gartner, you will find that more than half of CEOs surveyed believe their organizations will be significantly transformed by digital-centric globalization.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Martech

MARCH 21, 2024

In this first article of our four-part series, we’ll outline the fundamental steps for incorporating AI into MOps, paving the way for the subsequent articles to delve deeper into planning AI integration with people, process, data and platforms. Sales and marketing alignment. Mapping the transformation journey.

Marketing AI 107

Marketing AI Contingency Planning Work Management Digital Transformation 107

Martech

AUGUST 15, 2022

The scope of the CMO position shouldn’t be limited mostly to marketing communications, such as advertising, PR and social media. Rather, CMOs need to educate internal stakeholders, especially the CEO, on the role marketing can play in leading business strategy. Too often organizations misunderstand marketing’s responsibilities.

Enterprise Management 96

Enterprise Management Business CMO Digital Transformation 96

Martech Advisor

FEBRUARY 18, 2020

72% of Chief Marketing Officers (CMOs) see greater collaboration in organizations to reach company-wide growth goals. Executives-as-a-Service" firm, Chief Outsiders , released its 2020 Market Trends , a CMO survey about what to expect this year in marketing and company growth. Pete Hayes, CMO and principal of Chief Outsiders.

CMO 89

CMO Customer Surveys Marketing AI Paid Search Agency 89

Conversica

JULY 20, 2022

The article features Conversica CMO, Carl Landers, along with other Marketing leaders in the technology industry, on their perspectives on how marketing AI will positively impact the way Marketers work. AI in Marketing: The New Frontier. If you haven’t seen the cover story for the latest issue of PeerSphere magazine, check it out!

Marketing AI 98

Marketing AI Work Management Marketing Management Planning 98

chiefmartech

JUNE 22, 2021

What did they think about CMO’s technology leadership? As if to oblige me, the CMO Council recently released Rate the State of Marketing: A C-Suite Scorecard with exactly that data. The next gap, right behind that, was: proficient, technically savvy managers in key digital roles (40%). But a word of caution.

Digital Transformation 102

Digital Transformation CMO Marketing Automation Services Thought Leadership 102

Martech

DECEMBER 23, 2022

Over time, it looks something like this: It’s a browser-based content management and web development system. It’s a.NET web content management system (CMS), online marketing and intranet software. It’s a CMS for customer experience management. What’s a CMO to do? It’s a.NET CMS.

Enterprise Management 109

Enterprise Management Work Management Marketing Management Industry CMS 109

Tony Zambito

MARCH 12, 2017

B2B companies are struggling to make gaining buyer insights more than the gathering of analytics, buyer intelligence, sales intelligence, and buyer personas couched in factual data. Digital transformation in B2B is having a major impact on how people interact, solve problems, work together, and ultimately make buying decisions.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

Markempa

JUNE 5, 2019

We’re all familiar with the divide between sales and marketing. That’s why I interviewed Heidi Melin ( @heidimelin ), CMO at Workfront on how to get sales and marketing operating as one team. I’m a career CMO. So, I have recently in the last year joined Workfront and I am the CMO at Workfront.

Paid Search Agency 107

Paid Search Agency Sales Qualified Leads B2B Thought Leadership Digital Transformation 107

Tomorrow People

OCTOBER 27, 2020

A closer look at what marketing tactics seem to be working – and what to watch out for. Sales Qualified Leads (SQL). Digital Maturity Matters. For an organization that doesn't depend as much on in-person experiences, the biggest factor that impacted their ability to succeed was how far along it was in its digital transformation.

Lead Ranking 156

Lead Ranking Cost per Lead Marketing Qualified Leads Lead Scoring 156

chiefmartech

APRIL 28, 2024

The CMO Survey , a bi-yearly study of trends and perspectives from CMOs run by Duke University, Deloitte, and the AMA, has been one of the keystone research projects in the marketing industry for over a decade. We don’t talk about “digital transformation” much anymore.

Distribution 85

Distribution Work Management Marketing Management Vendors 85

Martech

JANUARY 3, 2022

Why marketing operations teams devote most of their time to automation, and campaign management tools. It’s not uncommon for small/medium businesses to have 25-50 marketing software applications in their martech stack, while enterprise-level organizations can have more than 250, according to stack management firm Cabinet M.

Digital Asset Management 119

Digital Asset Management Enterprise Management Work Management Marketing Automation Services 119

Onalytica B2B

JANUARY 8, 2019

I have worked in B2B marketing, sales and alliance management for 25 years. My very first professional job was an inside sales rep for a PC-based software company that sold developer tools in the early 90’s. I clearly remember how as a sales rep, I controlled the information my prospects and customers received.

Marketing Budget 108

Marketing Budget Budget Programs Demand Generation Agencies Work Management 108

Martech Advisor

AUGUST 20, 2019

Marketers are at a crossroads in their careers with the Chief Marketing Officer (CMO) position seemingly under threat. While some brands are doing away with the CMO position altogether, others are making strategic changes to their organization structures. have recently done away with the CMO position, reports AdAge.

CMO 46

CMO Positioning SWOT Work Management 46

Marketing Insider Group

NOVEMBER 16, 2021

Jeff is now the CMO of Duck Creek Technologies and was a very charismatic and vocal proponent of ITSMA’s work and events – the perfect executive sponsor. Sales Enablement is a Key Core Competency. He had come from IBM, one of the early “founding members” of ITSMA along with my long-time former employer, DEC.

Account Based Marketing 227

Account Based Marketing B2B Thought Leadership Planning Thought Leadership 227

Oktopost

JUNE 29, 2022

Keith Messick, CMO of LaunchDarkly, on the Radically Transparent podcast. Digital transformation has fundamentally changed the way both people and organizations operate. Gone are the days when Chief Marketing Officers oversee advertising, lead brand management and take charge of market research. Catch all episodes here.

B2B Marketing 77

B2B Marketing Transparency CMO B2B 77

Vidyard

MARCH 7, 2017

Shannon, LinkedIn’s CMO and SVP of corporate communications, will help guide Vidyard’s rapid growth as the company drives the digital transformation of organizations, including marketing and sales teams, communicating through the use of online video. She joined LinkedIn in 2010 as its first VP of corporate communications.

CMO 65

CMO Linkedin Enterprise Management Press 65

Engagio

MAY 23, 2023

AI Reason 2 Demandbase’s account-based marketing approach allows customers to focus on high-value accounts and improve their sales pipeline. ” -Elsa Toutlemonde, Account-Based Marketing Manager at Thales Read more about how Elsa led the charge to quadruple CTRs, double MQAs, and re-engage 50% of Targets.

DemandBase 62

DemandBase Paid Search Agency Account Based Marketing CPO 62

ANNUITAS

JUNE 25, 2020

Developing and delivering upon a growth strategy is the most important mandate for a today’s successful CMO. Without this focus, the CMO faces a shortened tenure. Steve Hardy, CMO, Secureworks. Alexandra Gobbi, CMO, Code42. However, we have managed to keep our lead flow at or greater than we did with in-person events.

Cost per Lead 147

Cost per Lead Enterprise Management Work Management Marketing Management 147

Bluetext

MAY 12, 2023

The entrepreneurial CMO is “beholden neither to the status quo nor to disrupting it for disruption’s sake.” That premise, according to Forbes, helped to guide its selections for the recently released 2023 Forbes Entrepreneurial CMO 50 list.

CMO 26

CMO Enterprise Management Work Management Advertising Agencies 26

Contently

SEPTEMBER 11, 2017

But after a few months of therapy and the chance to learn from a very smart CMO, I realized I was missing the point. You’re not going to be very successful at content marketing if you’re not building a dedicated audience that you can nurture through the funnel. ” (I’m a little egotistical.). Build an audience.

Top of Funnel 164

Top of Funnel Funnel Advertising Content Marketing Digital Marketing Funnels 164

ClickZ

DECEMBER 10, 2019

Based on her experience at OUP, Scollans developed a 12-step process for implementing marketing technology which she uses with her consulting clients. Scollans started her career in financial services marketing as a product marketing manager then moved on to a financial education company where she ran their conference marketing line.

Work Management 83

Work Management Press Marketing Management CMO 83

ClickZ

SEPTEMBER 16, 2020

It is comprised of three phases, each with sub-steps, that directs marketing leaders through the marketing technology process. Scott Brinker, calls the phenomenon, of marketing teams evolving at a pace slower than the technology advances “ martech’s law ” and labels it the “greatest management challenge of the 21st century.”.

Work Management 145

Work Management Marketing Management Planning Paid Search Agency 145

Tony Zambito

JUNE 16, 2020

The COVID-19 pandemic will certainly accelerate the pace of adopting digital commerce in the world of B2B. Accelerated Digital Transformation In B2B. The five-to-ten-year plans put in place by B2B organizations to achieve digital transformation has now been shortened to months and within two years.

Digital Transformation 162

Digital Transformation Buyer Personas Business Work Management 162

Content Standard

NOVEMBER 30, 2021

Digital experiences were thrown into the spotlight, and all the trillions spent on digital transformation (DT) initiatives over the years didn’t keep brands from being caught on the back foot. Augmenting your team with flexible external resources and (if needed) partners to manage those resources for you.

Top of Funnel 130

Top of Funnel Enterprise Management Paid Search Agency Digital Marketing Funnels 130

Varicent

APRIL 19, 2018

Today’s conversation is with Karen Hayward , Managing Partner for Chief Outsiders , on how her 20-year career in sales and marketing impacts the way she approaches consulting today. Chief Outsiders is a firm made up of 60-plus CMOs that work on a part-time or interim basis for high growth and mid-market companies.

Top of Funnel 65

Top of Funnel Sales Qualified Leads Planning Work Management 65

Hubspot

JANUARY 4, 2021

Marketers will plan asynchronous events that plug into the funnel. Your prospects get triggered into the event as they proceed to the right steps in your funnel, and they engage with this event through multiple means, like Netflix meets Slack. Digital marketing spend will continue to grow. Virtual Events.

Trends 101

Trends Marketing AI Work Management Planning 101

The Customer

MAY 11, 2021

This week’s TheCustomer QT covers the latest news on CMO tenure, reasoning with data, support for your CX, the low-code revolution, making your digital transformation work, and design thinking for the win! CMO Tenure Study. Quick Take: Average CMO tenure in 2020 dropped to 40 months, the lowest it has been since 2009.

Digital Transformation 52

Digital Transformation Intent Data CMO Digital Marketing Funnels 52

Vidyard

MARCH 7, 2017

Shannon, LinkedIn’s CMO and SVP of corporate communications, will help guide Vidyard’s rapid growth as the company drives the digital transformation of organizations, including marketing and sales teams, communicating through the use of online video. She joined LinkedIn in 2010 as its first VP of corporate communications.

CMO 52

CMO Linkedin Enterprise Management Press 52

Martech Advisor

DECEMBER 17, 2019

Learn More: CMO Insight Summit 2019: Craft Winning Content Marketing Strategies. Kevin Alansky , CMO, Higher Logic. Matt Reid , CMO, EZ Texting. Latane Conant , CMO, 6sense. The Customer Care Officer’s (CCO) and CMO’s Role Will Grow in 2020. ” Patty Nagle , Senior Vice President and CMO, OpenText.

Advertising Agencies 143

Advertising Agencies Trends Paid Search Agency Budget Programs 143

Martech

MAY 10, 2022

When Rowan Tonkin joined Planful as CMO three years ago, he faced two main challenges. Buyers are guiding themselves down the funnel, gathering information and turning to peers before engaging with vendors. “I We do most of our shopping online before we even start talking to sales reps,” said Tonkin.

Buying Cycle 87

Buying Cycle Intent Ideal Customer Profiles Planning 87

Seismic

OCTOBER 27, 2020

It’s no secret that the financial services industry has undergone a massive digital transformation in recent years, with the recent pandemic further accelerating this shift to include an all-digital work environment. This transformation has put content at the center of the client conversation.

Work Management 52

Work Management SME Service Digital Transformation 52