Velocity Partners

APRIL 9, 2024

You can see it in falling CMO tenure. Hubspot research shows that B2B brands with aligned sales and marketing teams: Deliver 20% annual revenue growth as opposed to a 4% decline in non-aligned companies Have 38% higher win rates Enjoy 14% faster sales cycles And Forrester adds 27% higher margins to this growth. It’s a profit windfall.

Sales Management 70

Sales Management Top of Funnel B2B Lead Ranking 70

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. Image courtesy of Forrester Research, Inc.

Forrester 100

Forrester CMO Demand Generation Acquisitions 100

Martech

OCTOBER 28, 2021

“Basically, intent data allows marketing and sales teams to focus on the accounts that are in the market for a product or solution,” said Dan Tabaran, CMO of account-based advertising company N.Rich, in his recent MarTech presentation. As a result, more B2B brands are adopting ABM models to address these issues.

Top of Funnel 114

Top of Funnel Account Based Marketing Ideal Customer Profiles Generation 114

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. I probably buy the most technology out of any buyer here at Planful.

Buying Cycle 87

Buying Cycle Intent Ideal Customer Profiles Planning 87

ClickZ

JULY 3, 2019

It piqued both marketers and vendors’ curiosity in ABM. Meanwhile, vendors and venture capitalists saw this budding excitement and began to invest heavily in all things ABM. Then, last year, Forrester officially recognized ABM as a bonafide technology category with the Forrester ABM Platform New Wave. The category.

Account Based Marketing 106

Account Based Marketing ABM DemandBase Business 106

Content4Demand

SEPTEMBER 24, 2021

J on Russo , Founder and CMO of B2B Fusion Group , also joined us for a recent panel discussion , sharing even more of his perspective. As a former CMO for several high-tech brands, Jon knows firsthand how crucial content is to successful ABM programs. Informing Content Based on Interest.

Intent Data 78

Intent Data Top of Funnel Intent Lead Ranking 78

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 92

B2B Advertising Agencies Paid Search Agency Co-Registration 92

Heinz Marketing

MAY 16, 2022

Today, featuring the founder and CEO of Demand Revenue, former SiriusDecisions and Forrester Analyst, Alan Gonsenhauser. Obviously, if you have been following SiriusDecisions or Forrester for a long time you’ve probably seen Alan’s name in research or content. You’ve been in-house as an operational CMO.

Top of Funnel 82

Top of Funnel Lead Scoring Lead Ranking CMO 82

Metadata

NOVEMBER 17, 2021

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. You can see this when you look at the inclusion criteria for a Forrester or Gartner report on ABM Platforms — it reads like a Demandbase features list.

Account Based Marketing 98

Account Based Marketing ABM Enterprise Management Work Management 98

Biznology

AUGUST 11, 2016

Xerox CMO John Kennedy mentioned that they are using LinkedIn to share content with their followers. Wiley’s CMO, Clay Stobaugh, mentioned that they’re focused on sponsored updates and sponsored Inmails, since they are getting amazing click-through rates. He’s just focused on leads and getting people into the funnel.

Linkedin 80

Linkedin Top of Funnel Marketing Automation Services Sales Qualified Leads 80

markempa

FEBRUARY 18, 2013

Paul Greenberg, Managing Principle, The 56 Group, LLC, and author of CRM at the Speed of Light , said although there are some technology suites that attempt to provide these solutions through the entire sales cycle, it is much more common for companies to integrate CRM technology from more than one vendor.

Sales Management 120

Sales Management Work Management Marketing Management Marketing Automation Services 120

Marketing Insider Group

AUGUST 11, 2015

Of course, with a staggering amount of technology available to marketers ( 1,876 vendors as of Scott Brinker’s latest count ,) and Gartner’s predictions that the CMO will spend more on IT than the CIO by 2017, it comes as no surprise that managing this technology took it’s place as a major responsibility in the survey.

B2B Marketing 100

B2B Marketing Marketing Management B2B Paid Search Agency 100

Aberdeen

JUNE 20, 2018

The positioning map below reflects our analysis (June, 2018) of the messaging found on websites of BI vendors. As you can plainly see, the bulk of vendors are clumped around the “Insights” axis. To illustrate, in 2014 seven vendors claimed “better decisions” as their position. Problems with Ries and Trout.

Positioning 40

Positioning Enterprise Management Marketing Management Forrester 40

Martech

FEBRUARY 28, 2022

But in all of my years in B2B, whether as a marketer, an agency person, a consultant or a fractional CMO, people have considered email an important channel but have overlooked its true potential for fulfilling company goals. A Forrester WAVE matrix of leading vendors is one. Many factors influence intent.

Marketing Automation Services 126

Marketing Automation Services Intent Marketing Automation Email Marketing 126

6sense

JULY 17, 2017

In 2013, Forrester released a Forrester Wave report (aka Forrester’s evaluation of vendors in a software, hardware or services market) in the Identity and Access Management space for the cloud. Just last month, Forrester released The Forrester Wave TM : Predictive Marketing Analytics for B2B Marketers, Q2 2017.

Enterprise Management 48

Enterprise Management Work Management Marketing Management Forrester 48

6sense

JULY 21, 2016

As Brocade CMO Christine Heckart noted, “Content is king, data is queen and timing holds the court together.” Continuing the trend, Forrester principal analyst Laura Ramos discussed the six ways predictive gives sales and marketing teams an unfair advantage and displayed a photo of a goldfish jumping from one bowl to another.

Forrester 48

Forrester B2B Thought Leadership B2B CMO 48

KoMarketing Associates

SEPTEMBER 14, 2013

I had the opportunity to speak with Michael Ni , CMO/SVP, Marketing and Products, of Avangate , an e-commerce platform designed for the software and cloud service markets, about the evolution of B2B e-commerce and the need for B2B marketers to establish true business to individual (B2i) connections.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Top of Funnel 120

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. It’s been almost 10 years since Marc Andreessen proclaimed that “ Software is eating the world.” If data is so great, then why aren’t more companies using it more effectively?

DemandBase 71

DemandBase InsideView Lead Ranking Account Based Marketing 71

6sense

DECEMBER 8, 2021

And as Forrester pointed out, the switch to virtual events netted “broader reach, better attendee data acquisition, and extension of value beyond the physical date.” Offer discounts to vendors who participate in sustainable practices (e.g., There’s the obvious one, of course: hundreds of thousands saved on sponsorship fees.

Ideal Customer Profiles 62

Ideal Customer Profiles Lead Ranking Personalization Lead Scoring 62

Leadspace

NOVEMBER 27, 2018

Having started his career in B2C at Unilever, Doug moved to the B2B space as CMO at Skype and Salesforce, before taking the helm at Leadspace. And it’s becoming increasingly clear that simply turning to data vendors for lists of contacts or accounts won’t solve that problem.

Marketing AI 48

Marketing AI Marketing Automation Services B2B Business 48

ClickZ

NOVEMBER 28, 2019

ClickZ spoke with the company’s first ever CMO Norman Guadagno, to get an understanding of what Acoustic is and what is its vision for the martech space going forward. But in a space that has over 7000 vendors already, what will Acoustic bring to the table that is different from the likes of Adobe, Salesforce, and Oracle?

Marketing Automation Services 89

Marketing Automation Services Work Management Marketing Management Trends 89

SWZD

APRIL 9, 2019

The sixth annual ABM Innovation Summit hosted by Demandbase kicked off with CEO and founder Chris Golec and CMO Peter Isaacson giving an entertaining opening Keynote address. Many of the following takeaways are known if you follow Gartner and Forrester (or even us!) but worth reviewing.

DemandBase 48

DemandBase Account Based Marketing ABM B2B Thought Leadership 48

Heinz Marketing

JULY 2, 2018

I think probably the best example of that for you guys more recently is the Forrester Wave that recently came out. Really for category to really stand as a true category, you need a lot of things to happen, but one of the key milestones certainly is Gartner doing a magic quadrant and/or Forrester doing one of their waves around the category.

Account Based Marketing 40

Account Based Marketing Peer-to-peer DemandBase Forrester 40

Metadata

SEPTEMBER 14, 2020

The good news: there are technology and vendors who can help you out. That’s how we find ourselves in a situation where ABM continues to rise and CMO tenure continues to fall. While G2 broke ABM into 8 subcategories, Forrester isn’t adapting to this new reality.

Account Based Marketing 52

Account Based Marketing Marketing Analytics Tools ABM Demand Generation 52

ViewPoint

MARCH 6, 2012

Once CMOs have undertaken the research necessary to understand their target buyers, they need to socialize the findings throughout the organization so a truly customer-centric understanding and approach can take hold. Source: Forrester, Metrics that Matter for B2B Marketers, October 26, 2011. Joe Pulizzi, co-author of Get Content.

Forrester 120

Forrester Buyer Personas Lead Ranking Peer-to-peer 120

Aberdeen

SEPTEMBER 10, 2019

Vendors promise all kinds of benefits and it’s up to you to understand how this valuable technology will actually fit into your marketing operations. In the wake of ever-growing data privacy regulations, Forrester has come up with a new concept for marketers to think about — zero-party data. Bringing AI to Account-Based Marketing.

Paid Search Agency 53

Paid Search Agency Intent Data Privacy Marketing AI 53

6sense

AUGUST 28, 2021

And as Forrester pointed out, the switch to virtual events netted “broader reach, better attendee data acquisition, and extension of value beyond the physical date.” Offer discounts to vendors who participate in sustainable practices (e.g., There’s the obvious one, of course: hundreds of thousands saved on sponsorship fees.

Ideal Customer Profiles 48

Ideal Customer Profiles Lead Ranking Personalization Lead Scoring 48

6sense

JANUARY 6, 2016

With 27 years of experience in senior marketing and general management leadership positions, including more than 10 years as a data-driven CMO at companies including Brocade, NetApp and Juniper Networks, Heckart is the embodiment of 6sense’s ideal customer.

Enterprise Management 48

Enterprise Management Work Management Marketing Management Lead Ranking 48

The ROI Guy

JANUARY 15, 2013

Executives continually point to the need for Sales and Marketing to align, with 90% of Senior Marketers indicating to Forrester that indeed alignment is a high or very high priority. At this later stage of engagement, it’s usually a Bakeoff between vendor offerings– a vicious shootout on features, function and especially price.

Lead Ranking 40

Lead Ranking Marketing Management Forrester Lead Scoring 40

Heinz Marketing

MARCH 7, 2022

Matt: Whenever I read a book like this, obviously this is, I would assume that the audience you have here is sort of primarily sales but I read this, and I think, if I’m a marketing leader, if I’m a CMO, there’s an awful lot to take away from this. Because you know, Challenger talks about this, Forrester talked about this.

Urgency Marketing 89

Urgency Marketing Work Management Ideal Customer Profiles Demand Generation Agencies 89

Adobe Experience Cloud Blog

AUGUST 18, 2016

On average, smartphone owners spend two hours a day accessing apps and websites on their phone and pick up or glance at their phones 150-200 times a day, according to Forrester Research’s 2015 report, “Vendor Landscape: Mobile Engagement Automation Solution.”

Marketing Automation Services 48

Marketing Automation Services Paid Search Agency Lead Ranking Mobile Advertising 48

Hubspot

MARCH 25, 2014

The following post is an excerpt adapted from our new ebook, "The ''Yelpification'' of the Software Buying Process: A CMO''s Guide." But that wasn''t big enough to get them much attention from big market research firms like Forrester, Gartner, and IDC, and the team became frustrated trying to build awareness among enterprise customers.

Enterprise Management 28

Enterprise Management Marketing Automation Services Marketing Management Research 28

Heinz Marketing

SEPTEMBER 21, 2020

You may recognize her from her time at SiriusDecisions in Forrester. So you’ve been kind of a household name of B2B for a while, and literally in March, you left Forrester to go to ON24. I was very open to taking vendor briefings and just hearing what people had to say. She’s the head of strategy at ON24.

Top of Funnel 83

Top of Funnel Work Management Webinar Metrics Lead Ranking 83

Bluetext

MARCH 29, 2020

Two of our primary sources of information come from top analyst companies Gartner and Forrester. Similarly, if a CIO or CMO wants to spend $250,000 or more on enterprise software, they often consult an analyst firm like Gartner.” If you want to find a nice hotel in New York, you use TripAdvisor.

CMS Development 28

CMS Development Digital Asset Management Enterprise Management Industry CMS 28

Bluetext

MARCH 29, 2020

Two of our primary sources of information come from top analyst companies Gartner and Forrester. Similarly, if a CIO or CMO wants to spend $250,000 or more on enterprise software, they often consult an analyst firm like Gartner.” If you want to find a nice hotel in New York, you use TripAdvisor.

CMS Development 20

CMS Development Digital Asset Management Enterprise Management Industry CMS 20

Ambal's Amusings

APRIL 29, 2010

They have created the blog to get people visiting frequently just like a vendor-neutral site. As a vendor, when you are making the decision to “gate” or not, why not start with what actually converts? Vendors should leverage third party research as well, throw it behind the gate and you will get leads.

Top of Funnel 100

Top of Funnel Marketing Automation Services Webinar Metrics Content Marketing 100

Marketing Insider Group

JANUARY 6, 2020

Attending a marketing conference is a great opportunity to learn about up-and-coming trends and new technology in the industry, network with peers, brands, and vendors, and just stir up a bit of new inspiration and enthusiasm for your work. Social Media Marketing World. March 1 – 3, San Diego, CA. Marketing Festival Prague. Brand Manage Camp.

Conference 59

Conference Marketing AI Work Management Marketing Management 59