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. The concept of one-to-one or one-to-few marketing is hardly new.

Account Based Marketing 328

Account Based Marketing ABM Work Management Marketing Management 328

ClickZ

DECEMBER 10, 2019

30-second summary: One of the biggest changes in marketing over the past 15-years is the abundance of data available. This shifted the focus from marketing creative to campaign attribution and performance. It is essential for technology vendors to work closely with an organization during the first couple of months of implementation.

Work Management 83

Work Management Press Marketing Management CMO 83

Pearl Digital Marketing

SEPTEMBER 13, 2019

For example, fractional CMOs or outsourced marketing executives. 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? What does a fractional CMO do?

CMO 75

CMO Enterprise Management Work Management Marketing Management 75

ANNUITAS

DECEMBER 11, 2023

Go-to-market strategy and execution is rapidly evolving – driven by a combination of customer drivers, technology innovation and changing organizational strategy. Budget issues: Amid uncertainty, driven by the Fed’s rate hikes, CFOs began slashing marketing and sales budgets in late Q3 of 2022. This may never change.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

Martech

SEPTEMBER 14, 2023

Continuing to navigate the “next normal” world, marketing and GTM teams have been under new pressures due to inflation, talent shortages, slowing economic conditions, possible renewed COVID restrictions, and the digital transformation hangover. The companies range from mid-market startups to large public enterprise companies.

Marketing Analytics Tools 113

Marketing Analytics Tools Marketing Budget Enterprise Management Work Management 113

Modern B2B

JANUARY 30, 2024

Identifying technology to support marketing Despite a newfound agility and openness to learn, larger organisations (1,000+ employees) inherently face challenges when implementing new strategies and technologies, according to our research. Metrics can aid the decision-making process as outlined by one CMO.

Work Management 80

Work Management Marketing AI Marketing Management B2B 80

ClickZ

SEPTEMBER 16, 2020

30-second summary: Colleen’s 12Ps of marketing technology© is built upon the tenet that martech is an enabler for marketing. Marketing technology, in and of itself, is not a strategy. The tech offers no value unless it enables a solid marketing strategy. Marketing technology (martech) projects are notoriously hard.

Work Management 145

Work Management Marketing Management Planning Paid Search Agency 145

B2B Marketing Traction

SEPTEMBER 21, 2012

More startup businesses are adopting a model of outsourcing certain business functions such as marketing, finance and development. By outsourcing marketing, startup businesses can get hands-on senior-level expertise without having to pay salary, overhead and benefits for a senior-level full-time employee.

Startups 100

Startups CMO Paid Search Agency Marketing Management 100

Martech

NOVEMBER 22, 2022

In my last article , I referenced a recent survey saying more than 60% of B2B marketers described their martech stack as too complex, with one in five saying it’s “more complex than a black hole.” ” The same goes for marketing technology. ” Martech is simply a tool. It is simply a tool.

Work Management 115

Work Management Marketing Management Planning Vendors 115

Martech

NOVEMBER 1, 2022

To add to the usual list of challenges marketers and their technology counterparts deal with regularly, we’ve been saddled with: A pandemic. 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. Will marketing tech budgets grow in 2023?

Work Management 108

Work Management Marketing Management Marketing Budget Budget Programs 108

Customer Experience Matrix

OCTOBER 21, 2010

Summary: a CMO Council survey shows that CMOs and CIOs agree they need to cooperate, but disagree on how well they're doing and what their roles should be. This affects marketing automation vendors too, since they sell to both sides. The CMO Council generously shared the detailed data with me.

CMO 120

CMO Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

SEPTEMBER 3, 2018

The culprit was to be the EU’s General Data Protection Regulation, which would cut off the flow of personal data to third party brokers and, even more devastatingly, prevent marketers from buying third party data for fear it wasn’t legitimately sourced. Marketers say they're acting on these concerns by cutting back on use of third party data.

DemandBase 199

DemandBase Lead Ranking Paid Search Agency Work Management 199

Martech

FEBRUARY 24, 2022

In 2020 it acquired consumer behavioral data and lead intelligence vendor Jornaya. It now plans to integrate Infutor with Jornaya to form Verisk Marketing Solutions. The intention is to combine Infutor identity management and resolution with Jornaya’s insights into consumer behavior in considered-purchase markets.

Marketing Management 88

Marketing Management Vendors Lead Scoring Lead Ranking 88

Heinz Marketing

JULY 17, 2018

Heinz Marketing hosts a quarterly CMO roundtable breakfast in Seattle. Our focus is facilitating and informal peer-peer conversation on a range of topics and challenges that marketing leaders face. All CMO’s face common issues regardless of the size of the organization or industry. More leads?

CMO 40

CMO Peer-to-peer Work Management Marketing Management 40

Martech

MARCH 18, 2022

Is marketing return-on-investment missing in action ? The mystery of the marketing spend has baffled many CEOs, often illustrated by this quip that half the spend is wasted, if they only knew which half. Brenner came to marketing from sales. “[M]ost he recounted in his blog post , “ What is marketing? Brenner asked.

ROI 120

ROI Paid Search Agency Advertising Agencies Planning 120

Top Rank Marketing

DECEMBER 8, 2023

[Report] 43 percent of software as a service (SaaS) leaders have said that they use competitive analysis for pricing research, with 34 percent turning to feedback from existing customers, while 14 percent utilize previous market research, according to newly-published B2B survey data.

Newsletter 98

Newsletter B2B Marketing Linkedin Studies 98

Martech

MAY 10, 2022

When Rowan Tonkin joined Planful as CMO three years ago, he faced two main challenges. The company, a financial planning and analysis platform had just begun a rebranding effort that included a name change. “It At the time, Host Analytics, now Planful, had focused all its energy on one reviews platform, G2.

Buying Cycle 84

Buying Cycle Intent Ideal Customer Profiles Planning 84

Marketing Insider Group

SEPTEMBER 9, 2020

What is the measure of your B2B marketing campaign’s success? As CEOs worldwide are looking at marketing as a growth driver , they have become more critical in measuring all marketing efforts’ performance. How much is marketing contributing to revenue? The Basics of Marketing Metrics. Website Traffic.

Cost per Lead 258

Cost per Lead ROMI CPL Churn Rate 258

chiefmartech

AUGUST 16, 2023

Every year they ask marketers: Did you replace any martech applications in your stack? The top reason that marketers look to swap out one martech app for another — at least commercially packaged apps — has consistently been to get better features (42% this year). Kudos to Chris Elwell, whose brainchild this was.)

Budget Programs 84

Budget Programs Work Management Marketing Management Paid Search Agency 84

Martech

AUGUST 19, 2022

Integration is essential when building and optimizing your marketing stack. It creates a more efficient and effective digital ecosystem data that allows marketers to gain real-time insights into campaign performance while providing a holistic view of customers and marketing efforts. Inadequate vendor/product due diligence.

Enterprise Management 107

Enterprise Management Work Management Marketing Management Marketing Budget 107

KoMarketing Associates

DECEMBER 5, 2017

Instead of planning for 2018 when you’re already starting it in January, the most prepared B2B marketers already have priorities identified and plans for execution come January 1. This includes account-based marketing and expanding their pipelines. 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

FEBRUARY 2, 2024

MarTech.org launched MarTechBot, the first generative AI chatbot for marketing technology professionals in May 2023. 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. Click to expand.

Marketing AI 99

Marketing AI Marketing Management Marketing Automation Services Planning 99

Martech

AUGUST 28, 2023

Then, use that knowledge to gather specific content from vendors and research other teams that did something similar to address their outlook. Ask for participation in the project plan development “Who can help outline your actions and needs in the overall project plan?” Marketing operations. IT/engineering.

Work Management 91

Work Management Peer-to-peer Marketing Management Tips 91

LEADership

JUNE 9, 2015

.” Even a traditionally seasonal sport like baseball no longer markets in “spots and dots”. As Jacqueline Parkes, CMO of Major League Baseball says, “We celebrate that there is no off-season anymore. Feed the craving: Too much time and energy goes into identifying the right platforms for marketing on social media.

CMO 40

CMO Peer-to-peer Multi-Channel Thought Leadership 40

Content Standard

JULY 14, 2021

Once your content marketing needs outgrow your internal capacity, it’s time to start looking for outside help. Before you kick off your search for the perfect content marketing partner, though, your business must first look within itself to understand its marketing goals and needs.

Advertising Agencies 137

Advertising Agencies Enterprise Management Work Management Marketing Management 137

6sense

AUGUST 3, 2016

The role of modern marketers and CMOs is unrecognizable from what it once was. In the past, advertising, brand building and corporate communications defined the heart and soul of the marketing operation. To achieve this ambitious end, marketers must prioritize and invest in 5 key areas: Data.

CMO 48

CMO Enterprise Management Lead Ranking Work Management 48

Launch Marketing

AUGUST 23, 2023

Finding the ideal candidate for a VP of Marketing role is an ongoing challenge for B2B executive leaders. Marketing is a rapidly evolving field, necessitating a candidate who has a unique blend of skills and leadership qualities to thrive in today’s competitive digital landscape.

Marketing AI 116

Marketing AI Paid Search Agency Demand Generation Agencies Work Management 116

LEADership

JANUARY 13, 2015

CMO Spotlight: Jon Iwata, SVP, Marketing & Communications, IBM. In response to the great feedback on our CMO Spotlight Series in 2014, I’m happy to continue with it this year. I’d like to start with IBM’s Senior VP of Marketing and Communications, Jon Iwata. That’s very interesting. Does Your Customer Need You?

CMO 40

CMO B2B Marketing Demand Generation Agencies Planning 40

Metadata

NOVEMBER 17, 2021

Disclaimer: I’m not here to bash account-based marketing. You’ll get 10 different answers if you ask 10 different marketers. 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. And guess how they defined it?

Account Based Marketing 98

Account Based Marketing ABM Enterprise Management Work Management 98

Webbiquity

JULY 27, 2021

CMOs are reporting that marketing budgets are being slashed. Here’s what that means, and practical ideas that go beyond the bad news to how B2B marketers to adapt. in 2021, their lowest point in the history of Gartner’s CMO Spend Survey.” Five Impacts of Budget Cuts (and How Marketers Can Respond).

CMO 205

CMO Gartner Budget Programs Spending 205

PathFactory

JUNE 13, 2023

By Christine Polewarczyk, SVP Product Marketing and Research, PathFactory Last year at Forrester B2B Summit, I was on the mainstage with former colleague Phyllis Davidson giving a keynote on “Time Travel and Transformation: The Future of B2B Content.” Content AI has now reached a critical inflection point in the market.

Forrester 52

Forrester B2B Thought Leadership B2B CMO 52

Webbiquity

FEBRUARY 16, 2016

As noted in the 2016 B2B Marketing Trends report , B2B marketing strategies and practices are in the midst of significant change, driven by new technologies and evolving buyer expectations for more “consumer-like” experiences. B2B marketing budgets are shifting to digital and social. The CMO Survey ).

Stats 110

Stats Social Media Marketing Automation Services B2B Marketing 110

Martech Advisor

MARCH 13, 2020

We have compiled a list of seven tips to help you prepare a crisis marketing strategy for 2020. Amid all these events, there's a lot of unrest and confusion among professionals, internal and external stakeholders, vendors, and customers. You need to have a robust crisis marketing strategy in such trying times.

Work Management 128

Work Management Marketing Strategy Marketing & Strategy Marketing Management 128

Martech

SEPTEMBER 16, 2022

Businesses use content marketing strategies to generate brand awareness, educate prospects and customers and establish credibility. Providing the content customers need when they’re ready for it ultimately leads to better outcomes for marketers. How important is personalization in content marketing? Additional reading.

Digital Asset Management 128

Digital Asset Management Paid Content Work Management Marketing Management 128

Hinge Marketing

NOVEMBER 30, 2021

Marketing (13%). CMO/VP of Marketing (26%). Digital transformation refers to the process of leveraging advanced digital technologies to create new – or vastly improved – business processes, organizational cultures, and customer experiences to meet changing business and market requirements.”. Accounting (12%). Legal (5%).

Digital Transformation 80

Digital Transformation Work Management Marketing Management Service 80

Martech

JULY 22, 2021

Good morning, Marketers, and are you getting cold feet? Advertisers can now choose from a great deal of premium inventory to cover national or local markets and select the screens that index high against their target, he said. Brandmaker acquires Allocadia for combined marketing ops offering. Why we care. Read more here.

Resource Management 108

Resource Management Enterprise Management Marketing Management Ad Exchange 108

Zoominfo

OCTOBER 5, 2021

And for that launch’s success, it’s crucial to set goals, plan future steps, and obtain a competitive advantage. Traditionally, marketing plans layout these steps, but we need to dig a little deeper. This is where a go-to-market (GTM) strategy comes in. What is a Go-to-Market Strategy?

Enterprise Management 147

Enterprise Management Ideal Customer Profiles Marketing Analytics Tools Work Management 147