Marketing Insider Group

JUNE 9, 2020

A modern CMO needs a lot more than just marketing skills. There is more information available online than ever before, and research has shown that the vast majority of buyer research takes place before the buyer contacts the vendor. Coca-Cola made headlines a few years ago when they decided to ditch the role of CMO.

CMO 322

CMO Advertisements Advertising Paid Search Agency 322

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

APRIL 12, 2024

Meanwhile, the boom in artificial intelligence and machine learning is driving vendors to enhance the capabilities of these platforms in a number of ways, making the value proposition even more attractive. Dig deeper: Does your company need a CDP? It also serves the needs of rapidly scaling, venture-funded growth and mid-market companies.

Enterprise Management 92

Enterprise Management Work Management Marketing Management Marketing AI 92

Martech

FEBRUARY 29, 2024

It helps identify essential tools and personnel versus those that are optional. Training and enablement on existing technology Many technology vendors will tell you that most of their customers use a very small percentage of the features and functionality of their tools. Why is this?

Lead Scoring 103

Lead Scoring Lead Ranking Tips Marketing Management 103

Pearl Digital Marketing

SEPTEMBER 13, 2019

These for-hire experts include fractional chief marketing officers (CMOs), chief financial officers (CFOs), vice-presidents for human resources, and chief information officers (CIOs). What is a fractional CMO? A chief marketing officer (CMO) is not only a marketing manager but is also the leader of all marketing-related elements.

CMO 75

CMO Enterprise Management Work Management Marketing Management 75

Crimson Marketing

FEBRUARY 11, 2015

Steven Wastie, CMO of application performance management company AppDynamics, knows—his company doubles its revenue every year. He shares how investment in marketing technology and models across the company is helping AppDynamics stay agile. Steven Wastie is the CMO of AppDynamics. Steven Wastie is the CMO of AppDynamics.

Multi-Touch Attribution 100

Multi-Touch Attribution CMO Work Management Marketing Management 100

Terminus

NOVEMBER 14, 2023

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. The post The Vital CMO-CFO Relationship appeared first on Terminus.

CMO 29

CMO Budget Programs Marketing Budget Allocation 29

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. Plus, each persona comes loaded with additional instructions and information to help get you going. Your feedback helps improve my features.

Work Management 106

Work Management Generation Marketing Management CMO 106

Martech

DECEMBER 28, 2023

This is the same problem companies faced when CMOs started hiring data scientists a few years ago when the data scientists quickly discovered that the CMO had no idea what problems the models were solving, and the data itself needed herculean engineering before models could even be built. Ask the CEO/CMO why she wants you to use AI?

Marketing AI 99

Marketing AI Allocation CMO RFP 99

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. There is no question about AI’s ability to help marketing organizations be more efficient.

Marketing Management 110

Marketing Management Marketing Budget Budget Programs Vendors 110

ClickZ

DECEMBER 10, 2019

It is essential for technology vendors to work closely with an organization during the first couple of months of implementation. Merging data from these two sources can help realize the promise of a delivering true, 360 degree view of the customer.

Work Management 69

Work Management Press Marketing Management CMO 69

Seismic

APRIL 11, 2019

The struggles behind how to attribute credit to marketing , high rates of turnover in the position, and difficulty creating proper expectations lead to the belief that being a CMO is a shaky ground to stand on. When I joined Seismic, I had never been the CMO before. Here is why: Getting your hands dirty.

CMO 61

CMO Peer-to-peer Enterprise Management Work Management 61

ANNUITAS

DECEMBER 11, 2023

Ninety-four percent of marketers are using AI tools as part of their GTM Tech Stack, according to Deloitte’s bi-annual CMO survey. GTM leaders are experimenting by chasing ‘low hanging fruit’ in their deployments, which is the approach largely being taken by technology vendors, as well. Their approach? How will this change in 2024?

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

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

Modern B2B

JANUARY 30, 2024

Strategy first, tech second As a starting point, CMOs are adopting the underlying principle that the business strategy and processes should dictate the technology and not the other way around. Metrics can aid the decision-making process as outlined by one CMO.

Work Management 80

Work Management Marketing AI Marketing Management B2B 80

Top Rank Marketing

AUGUST 16, 2023

I worry those marketers [focusing solely on performance] are setting up their companies for irrelevance in the future by focusing on that short-term performance hit but not creating that long-term brand awareness and relevance,” said Anteriad CMO Lynn Tornabene. Meanwhile, purchase cycles are extending. Otherwise, you run out of money.”

B2B Marketing 91

B2B Marketing Paid Search Agency Terms and Conditions Advertising Agencies 91

ViewPoint

OCTOBER 10, 2011

A nationally recognized thought leader and innovator in revenue generation, Qaqish has over 30 years of experience helping organizations connect marketing to revenue. 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.

CMO 120

CMO Disintermediation Marketing Automation Services Demand Generation Agencies 120

Webbiquity

NOVEMBER 8, 2022

For example, bias : we presume that a friend or even an online stranger will provide us with a more unbiased evaluation of a product or service than a salesperson employed by the vendor would. But with the help of an expert, consumers are assured they can trust the quality a brand provides. Uncertainty. Beats Traditional Advertising.

Paid Content 344

Paid Content Social Marketing Paid Search Agency Advertising Agencies 344

Martech

SEPTEMBER 14, 2023

We live in a peer-bound world,” says Chandar Pattabhiram, CMO for business spend management platform Coupa. Whether you’re buying cars, software, or any other category, buyers are influenced more by their peers than by the vendor themselves.” 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

Martech

DECEMBER 23, 2022

Have you noticed how some marketing technology vendors constantly change the narrative around their products to suit their go-to-market du jour, especially those that have been around for a while? It’s a platform to help you market in the context of customer interactions. What’s a CMO to do? It’s a.NET CMS.

Enterprise Management 107

Enterprise Management Work Management Marketing Management Industry CMS 107

Martech

NOVEMBER 22, 2022

A Pew Research Center report , which focused on digital innovation aimed at enhancing democracy, made an excellent point: “Many of these experts pointed out that technology is neither inherently helpful nor harmful. A maturity model can help to identify weaknesses, but not fix them.” It is simply a tool.

Work Management 117

Work Management Marketing Management Planning Vendors 117

Heinz Marketing

JULY 17, 2018

Heinz Marketing hosts a quarterly CMO roundtable breakfast in Seattle. Our latest breakfast included CMO’s and marketing VP’s from some of the largest tech, rapid growth startups and established companies in the Seattle area. Some of the execs are happy with the vendors and the tech and others are disappointed. More leads?

CMO 40

CMO Peer-to-peer Work Management Marketing Management 40

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.

Account Based Marketing 331

Account Based Marketing ABM Work Management Marketing Management 331

KoMarketing Associates

APRIL 1, 2020

The February 2020 edition of “The CMO Survey” revealed that more customers place an emphasis on trusting relationships with vendors when it pertains to business, outpacing factors such as superior innovation, product quality, and low price. How do B2B marketers build trust in today’s digital marketing environment?

Trust Marketing 180

Trust Marketing Marketing Management B2B Marketing Ad Building 180

Only B2B

FEBRUARY 11, 2024

That’s where intent data comes in as your compass, helping you identify potential customers actively searching for solutions like yours. Intent data helps you identify prospects at each stage, allowing you to: Know what they’re interested in and personalize your communication.

Intent Data 62

Intent Data Intent Work Management Marketing Management 62

ClickZ

SEPTEMBER 16, 2020

Getting swept up in the excitement of martech rather than a detailed capability and vendor fit audit. Since then, as a CMO and a consultant , I have led numerous martech projects where this framework, and the associated methodologies and guidance, have been core to my approach. It is led by the CMO. Wrong tool selection.

Work Management 144

Work Management Marketing Management Planning Paid Search Agency 144

Customer Experience Matrix

SEPTEMBER 3, 2018

Duke Fuqua’s most recent CMO Survey found that use of online (first party) customer data has grown at 63% of companies in the past two years while just 31% expanded use of third party data. Remember that the CMO surveys cited earlier showed expectations for slower growth, not actual declines.

DemandBase 199

DemandBase Lead Ranking Paid Search Agency Work Management 199

Martech

AUGUST 18, 2021

Truly helpful marketing incorporates all of the technology you can call on to segment, personalize and automate your messaging. One of the best ways you can help your customers is to show them relevant messages that incorporate your customer data. Tricia Gellman continues as CMO. As Cancel laconically noted , “We back.”.

Work Management 126

Work Management Marketing Management Paid Search Agency Advertising Agencies 126

chiefmartech

MARCH 22, 2023

You’re going to be amazed by the analysis we’ll be able to share about the 2023 marketing technology landscape thanks to their help.) Don’t miss this opportunity to get recognition for you and your team, as well as the vendors you love working with, by contributing your stack illustration to the martech community!

Marketing Analytics Tools 86

Marketing Analytics Tools Work Management Marketing Management Best Practices 86

Martech

NOVEMBER 1, 2022

Every CMO I’ve talked with in the past two years is hungry for talent, but they haven’t had the budget to staff up. While 61% of CMOs report they lack the in-house capabilities to deliver their strategy, spending on in-house labor remained static, per Gartner’s 2022 CMO Spend survey. .

Work Management 110

Work Management Marketing Management Marketing Budget Budget Programs 110

Martech

FEBRUARY 19, 2022

Before jumping in, gather your team and answer these 10 questions to help you decide if these platforms are right for your organization. Explore platform capabilities from vendors like CallRail, Invoca, CallSource, DialogueTech and more in the full MarTech Intelligence Report on enterprise call analytics platforms.

Enterprise Management 96

Enterprise Management Work Management Marketing Management Analytics 96

Martech

AUGUST 19, 2022

Inadequate vendor/product due diligence. The CMO and CTO didn’t have much in common a decade ago. Today, with the cloud, data-driven marketing, mobile, e-commerce, cybersecurity, and untethered consumers who move faster than every brand they engage with, CMOs often spend more on technology than their CTO colleagues.

Enterprise Management 109

Enterprise Management Work Management Marketing Management Marketing Budget 109

Martech

MARCH 18, 2022

The CMO can be held accountable for the spend, but he must be able to speak to the CEO in terms they can understand. Read next: 19 questions to ask marketing attribution vendors. The path to the bottom line becomes more confusing when the CEO and CMO are not even on the same wavelength. The CMO spends money at the CEO’s request.

ROI 122

ROI Paid Search Agency Advertising Agencies Planning 122

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. Scott Vaughan , CMO and growth accelerator. Why we care.

Work Management 112

Work Management Marketing Management Marketing Analytics Tools Digital Marketing Funnels 112

Martech

FEBRUARY 2, 2024

A June analysis of the first 600 MarTechBot prompts revealed users chiefly derived value from generative/creative tasks, while also using MarTechBot to help them unravel a variety of marketing dilemmas. ” “What do I need to consider when choosing a vendor for marketing technology solutions?” Very interesting concept.”

Marketing AI 101

Marketing AI Marketing Management Marketing Automation Services Planning 101

Martech

FEBRUARY 25, 2022

The list of questions below should help you and your team to get started: Explore DAM solutions from vendors like Acquia, Widen, Cloudinary, MediaValet and more in the full MarTech Intelligence Report on digital asset management platforms. Digital asset management platforms help marketers implement these personalization tactics.

Digital Asset Management 104

Digital Asset Management Enterprise Management Work Management Marketing Management 104

Marketing Insider Group

SEPTEMBER 9, 2020

As a CMO or director of digital marketing, you can use a handful of B2B marketing metrics to answer them. Choosing the right target CPL helps you assess your marketing projects, prioritize efforts, and spend your marketing budget on ones that align with your business goals. How much is marketing contributing to revenue?

Cost per Lead 260

Cost per Lead ROMI CPL Churn Rate 260