B2B Marketing Directions

AUGUST 18, 2019

In the February 2019 edition of The CMO Survey , senior marketing leaders were asked what marketing leadership activities they find most challenging. The top challenge identified - by a wide margin - was demonstrating the impact of marketing activities on financial outcomes to other senior company leaders.

Lead Ranking 49

Lead Ranking Lead Scoring Multi-Touch Attribution CMO 49

The Marketing Blender

MAY 4, 2021

The how and why of marketing ROI. It stands for Return on Investment, and it’s calculated by measuring the cost of an action versus the revenue it generates. But how do you really know if your marketing efforts are successful? Starting at the top, you need to get an idea of how visible you are in the market. Contact Us.

ROI 97

ROI Marketing Qualified Leads Sales Qualified Leads Lead Ranking 97

Heinz Marketing

SEPTEMBER 15, 2020

The current environment makes influencer marketing a more important element of any demand generation strategy. B2B Influencer Marketing is nothing new. We’ve been writing, talking and teaching clients how to develop and use influencer marketing programs for years. Determine how best to use influencer marketing.

B2B Marketing 112

B2B Marketing Advertising Agencies Planning Terms and Conditions 112

Litmus

FEBRUARY 2, 2021

With marketing becoming even more measurable and accountable, the relationship with the CFO has become all the more critical—and even more beneficial. Ask your CFO to assign a member of the finance team to become “embedded” in marketing.

Lead Ranking 59

Lead Ranking Lead Scoring Peer-to-peer Multi-Touch Attribution 59

LeadsRX

AUGUST 31, 2021

August 31, 2021 – Marketing analytics company LeadsRx today announced that Pittsburgh-based multimedia company Steel City Media is using the LeadsRx platform as the core infrastructure supporting the data-driven marketing solutions it provides to advertising clients. Steel City Media Success Story #1: M&R Power Equipment Group.

Multi-Touch Attribution 52

Multi-Touch Attribution Marketing Attribution Work Management Paid Search Agency 52

Porch Group Media

JANUARY 26, 2021

CMOs were least confident in their performance in measuring customer perceptions, emotions and behaviors throughout the customer journey (-0.22). In addition to customer experience, the CMO Survey study also examined other areas such as social media. Step 3 – Measure ROI and Optimize.

Demand 69

Demand Marketing Budget Mobile Marketing Marketing Budget Creation 69

KoMarketing Associates

DECEMBER 9, 2013

Ad Age partnered with RBC Capital Markets to evaluate Facebook’s reputation among 1,200 Ad Age subscribers. The study was conducted to see how Facebook has changed from an experimental channel where marketers where reluctant to invest into a mature part of the marketing mix. View the full report. View the full report.

Marketing Report 120

Marketing Report B2B Marketing Research Advertising Agencies 120

ScanmarQED

OCTOBER 25, 2023

Similarly, MMM relies on historic performance to provide statistical confidence in media measurement. This historical data forms the basis for optimizing media planning, understanding audience reach, and measuring advertising effectiveness.

Copyright 59

Copyright Allocation Barriers Training 59

B2B Marketing Analytics

AUGUST 24, 2019

Investments are being made in marketing tactics and mar-tech tools to understand these customer engagements and continue to accelerate them. But there is 1 additional tactic in the marketing mix where the engagement times of customers span not just for a few seconds but over a couple of days. All good stuff!

Event Marketing 40

Event Marketing Analytics Planning Marketing Automation Services 40

DemandBase

SEPTEMBER 17, 2018

Measure Marketing ROI: Best Practices from the Experts. Data-driven marketing has long moved on from novel to necessity. Account-Based Marketing is high-touch and extremely targeted; its very nature, however, creates challenges for personalizing content experiences, which can be time intensive and resource heavy.

Account Based Marketing 45

Account Based Marketing ABM DemandBase CMO 45

Porch Group Media

OCTOBER 9, 2019

CMOs were least confident in their performance in measuring customer perceptions, emotions and behaviors throughout the customer journey (-0.22). In addition to customer experience, the CMO Survey study also examined other areas such as social media.

Loyalty 45

Loyalty Marketing Budget Mobile Marketing Marketing Budget Creation 45

Terminus

JULY 28, 2020

In our show today, I caught up with Dan Frohnen , CMO at Sendoso , a company specializing in getting personalized items on the desks of anyone. And it’s never been more of a timely tactic and part of your marketing mix. The COVID-19 Marketing Mix. Why Send in the First Place? Is this helpful?

Relevance 26

Relevance Brand Identity Branding B2B Thought Leadership 26

Marketing Insider Group

APRIL 26, 2011

Now imagine that the results of that data showed you that 70, 80 or even 90% of your marketing activity produced no measurable impact on those business results! Lisa Arthur, CMO at Aprimo is leading a marketing revolution by challenging CMOs to take a leadership role as “change agents.&#

B2B Marketing 100

B2B Marketing Planning B2B Paid Search Agency 100

Martech Advisor

OCTOBER 17, 2019

Metrics that don’t measure progress toward these goals simply don’t resonate. Unfortunately, for most of our profession’s history, marketing metrics have not fallen into this bucket. More than half of CMOs in 2019’s CMO Survey report relying primarily on qualitative metrics to demonstrate value.

Enterprise Management 43

Enterprise Management Planning Multi-Channel Marketing Management 43

LEADership

SEPTEMBER 10, 2013

Mark Yolton , senior vice president of digital, social and communities at business software and services purveyor SAP was quoted in a recent eMarketer article: “Social media marketing is no longer a nice to have—it’s a must have. UNDERSTAND YOUR CMO’S PROFILE. Which one is your CMO? Our customers expect it. Pick from this list.

Social Media 40

Social Media Budget Programs Buy Media 40

Heinz Marketing

DECEMBER 11, 2017

Focused Team-Leader skilled in consistently delivering innovation, visibility, and sales for on- and off-line marketing and demand programs. The first thing it says after your name and title is it says “Sales-focused CMO.” What does it mean to be a sales-focused CMO? ” What does that mean to you?

Top of Funnel 42

Top of Funnel B2B Thought Leadership Lead Ranking Demand Generation Agencies 42

Content Standard

OCTOBER 2, 2014

In my last two posts, I’ve shared nine ways tech enterprises drive business-to-business (B2B) sales by content marketing with influencers and six content amplification tips to level up their results, both of which presented logical paths to revenue creation. Is Content ROI the Same as Marketing ROI? No, and yes.

ROI 40

ROI Top of Funnel Enterprise Management Lead Ranking 40

Marketing Insider Group

AUGUST 10, 2010

And this is not impossible despite today’s competitive markets and slow growing economy. Yet, if you look around, you see wasted effort, tactical thinking and reactionary measures. This is IMC 101 but as you pointed out we often witness BtoBs illustrating “wasted effort, tactical thinking and reactionary measures.&#

Marketing Strategy 100

Marketing Strategy Marketing & Strategy Planning Paid Search Agency 100

Marketing Insider Group

AUGUST 10, 2010

And this is not impossible despite today’s competitive markets and slow growing economy. Yet, if you look around, you see wasted effort, tactical thinking and reactionary measures. This is IMC 101 but as you pointed out we often witness BtoBs illustrating “wasted effort, tactical thinking and reactionary measures.&#

Marketing Strategy 100

Marketing Strategy Marketing & Strategy Planning Paid Search Agency 100

Adobe Experience Cloud Blog

DECEMBER 16, 2014

Second, the ways big data and advanced analytics are helping to better target customers, personalize offers, measure how well they’re doing and adapt accordingly. Number three is the explosion in marketing technologies that at least hold the promise of transforming the marketing process. EIU : That’s now.

Planning 48

Planning Paid Search Agency Advertising Agencies Ideal Customer Profiles 48

Terminus

MAY 23, 2019

The Need for Account-Centric Measurement. Whether it’s your CMO, your head of sales, your CEO, or just that curious little reporting angel on your shoulder – we all want proof that our marketing is having an impact. And too often B2B marketers end up in this scenario: You’ve measured everything.

Top of Funnel 20

Top of Funnel Sales Qualified Leads CPL Cost per Lead 20

Hubspot

NOVEMBER 16, 2012

Could David Bowie's 70s hit be a marketer's theme song, or what? On a related -- but arguably more serious -- note, according to the 2012 CMO Survey by the American Marketing Association and Duke University, Marketing appears to be one of the early rebounders in the initial economic recovery. "Ch-ch-ch-ch-changes."

Planning 28

Planning Paid Search Agency Advertising Agencies Top of Funnel 28

Marketing Insider Group

MAY 12, 2010

displayed various studies that show that clicks are the preferred method to measure marketing performance. ROI” and “Sales” are the 4 th and 5 th most important metric according to Chief Marketer April 1, 2010 study. Sometimes we forget the science of marketing to focus on the art. Challenge lies in how to measure it.

Lead Generation 100

Lead Generation Sales Management Lead Ranking ROI 100

Adobe Experience Cloud Blog

AUGUST 5, 2011

Marketing Operations is key to aligning Marketing to enterprise strategic objectives. Marketing dashboards are useless without a Marketing Operations focus to determine what & why to measure. Measurable data has grown 10x since 2000. Marketing Operations is a great home for such talent.

Enterprise Management 48

Enterprise Management Planning Contingency Planning Advertising Agencies 48

Full Circle Insights

FEBRUARY 28, 2021

Optimizing Marketing Outcomes Over Time. Optimize Your Marketing Mix in Salesforce. Building a Solid Case for Attribution to the CMO. Top 10 Reports Your CMO Wants from Digital Marketing. Build vs Buy Marketing Analytics. Cost of Not Implementing Marketing Performance Management.

Lead Ranking 89

Lead Ranking Sales Management Marketing Attribution Full Circle Insights 89

Sword and the Script | B2B

APRIL 9, 2024

We are well past the pandemic now, and live events have returned to the marketing mix. With live events out of consideration, virtual presentations were the only way to reach and engage customers and prospects then. The question that remains is – how are webinars performing now? It all makes sense when you think about it.

Webinar Metrics 81

Webinar Metrics Advertising Benchmark Personalization Landing Pages 81

Hubspot

MARCH 8, 2012

Measuring marketing effectiveness has always been a challenge. According to Unica's State of Marketing in 2011 report , 57% of marketers cited "measurement, analysis, and learning" as the biggest bottleneck they face within their organizations. So what exactly makes marketing analytics different than web analytics?

Analytics 28

Analytics Marketing Analytics Tools Lead Ranking Marketing Management 28

Martech

APRIL 28, 2023

and got back the following: AI: Marketing Mix Modeling (MMM) is a technique used by marketers to measure the impact of advertising and promotions across channels while controlling for external factors outside of a brand’s control, such as inflation or consumer sentiment. The implications of this are incredible.

Peer-to-peer 98

Peer-to-peer Marketing AI Budget Programs Marketing Budget 98

Heinz Marketing

MARCH 4, 2019

And how does a startup in a marketing environment balance traditional awareness, brand goals with really driving measurable pipeline as well? And how does a startup in a marketing environment balance traditional awareness, sort of brand goals with really driving measurable pipeline as well?

Top of Funnel 58

Top of Funnel Ideal Customer Profiles B2B Thought Leadership Paid Search Agency 58

Adobe Experience Cloud Blog

AUGUST 6, 2009

.  Mike is a leading sales and marketing executive, leading the growth of Green Leads while sharing b2b demand generation knowledge with others.    All of this has to be part of the marketing mix, and propagating it so they can find it, or pushing it to them so they have it is key. 

Demand Generation Agencies 48

Demand Generation Agencies Thought Leadership Demand Generation Social Media 48

Heinz Marketing

SEPTEMBER 21, 2020

So there will be some prerecorded sections where we’re talking about best practices and understanding the buyer and customer journey, thinking about content and programs, and process and measurement as well. So that’s what I’m seeing from clients just from the perspective of very early on.

Top of Funnel 84

Top of Funnel Work Management Webinar Metrics Lead Ranking 84

Litmus

AUGUST 3, 2021

A recent Gartner survey illustrates the current state of play, finding that marketing budgets as a percentage of revenue have fallen from 11% in 2020 to 6.4% in 2021 , their lowest level in the history of Gartner’s CMO Spend Survey. Bring it all together to model your marketing mix.

Marketing Budget 90

Marketing Budget Budget Programs Marketing Attribution Marketing Budget Creation 90

Adobe Experience Cloud Blog

FEBRUARY 7, 2018

Ask the CMO of any top-tier company about their tips for reaching business goals, and a robust digital marketing strategy will undoubtedly be slotted as number one. Digital marketing is more affordable, flexible, and engaging than traditional marketing methods. ROI Measures Program Results. The benefit?

Marketing Automation Services 134

Marketing Automation Services Work Management Budget Programs Lead Ranking 134

Full Circle Insights

NOVEMBER 24, 2020

It’s also crucial to know what success looks like, and that’s where measurement comes into the picture. Introducing the Measurement Sprint. Agile marketers typically set goals at the beginning of a sprint and review results at the end. But measurement remains as essential as ever. Optimizing Marketing Outcomes Over Time.

Planning 91

Planning Sales Management Lead Ranking Marketing Attribution 91

Heinz Marketing

OCTOBER 15, 2018

We were thrilled this last time, in an episode called, “ Here’s Your Event Marketing Playbook for 2019 ” to talk to Kristen Alexander , CMO at Certain. Recently we worked together on an Event Marketing Playbook. We’re talking with Kristen Alexander, the CMO of Certain, today on Sales Pipeline Radio.

Top of Funnel 60

Top of Funnel Enterprise Management Budget Programs CMO 60

Full Circle Insights

FEBRUARY 8, 2021

With social distancing measures in place, millions of office workers tackling their workload from home, and consumers and business buyers researching products and making purchases online, companies had little choice. Marketing leaders are betting on a digital-focused future by adopting martech solutions at an accelerated pace.

Lead Ranking 59

Lead Ranking Sales Management CMO Marketing Attribution 59

Heinz Marketing

NOVEMBER 26, 2019

Matt Heinz, President of Heinz Marketing. Randy Frisch, CMO of Uberflip. How many times have you developed a campaign or started working on a marketing or sales initiative without having a fully baked plan? Having the ability to measure your videos, increases your ROI—no surprise there, right? Need some inspiration?

Top of Funnel 78

Top of Funnel Video Marketing B2B Marketing Marketing Budget 78