Martech

APRIL 24, 2025

At the recent MarTech conference, I hosted a live coffee chat with Dave Minifie , CMO at Terakeet, about brand safety what it means, what it definitely doesn’t and why so many marketers still get it wrong. Processing. The Holy Trinity of BS: Bullsh*t What happens when you confuse tactics with purpose? Brand safety = BS?

Paid Content 102

Paid Content Branding Brand Identity Sample 102

Sprout Social

JANUARY 27, 2025

On social, brands drive sales, influence sentiment about their company and products, and even build multi-million dollar businesses from the ground up. We needed to break the cycle of reporting on too many or the wrong metrics and start connecting the dots between organic social content and activity further down the funnel.

Multi-Touch Attribution 70

Multi-Touch Attribution Cost per Lead Top of Funnel Multi-Channel 70

Vision Edge Marketing

NOVEMBER 7, 2017

Despite this statistic, every CMO we’ve worked with admits how important it is to be able to select the right metrics and to measure and report on Marketing’s value and contribution. That seems to be a multi-million-dollar question. Which channels create the greatest response lift and engagement? Start here.

Analytics 221

Analytics Budget Programs Multi-Channel Case Studies 221

Marketing Insider Group

NOVEMBER 11, 2019

Your marketing team is best placed to understand the customer journey and the opportunities that come with going digital, and so your marketing department, led by your CMO, should be in charge of your overall transformation. What Is Digital Transformation? Image source: [link]. Digital Transformation Isn’t Just About Technology.

Digital Transformation 269

Digital Transformation Lead Ranking Planning Lead Scoring 269

CMSWire

JUNE 9, 2025

Central AI orchestration platforms help organizations track, audit and manage AI decisions while reducing risk. Our dedicated editorial and research teams focus on bringing you the data and information you need to navigate today's complex customer, organizational and technical landscapes. We've got you covered.

Marketing AI 62

Marketing AI Enterprise Management Sitefinity Digital Asset Management 62

CMSWire

JUNE 13, 2025

If the platforms split, digital marketers will need to manage three separate digital advertising ecosystems instead of one integrated platform, with potentially different pricing models, data policies and campaign management tools across Facebook, Instagram and WhatsApp. Marketing operations face major upheaval.

Enterprise Management 99

Enterprise Management Digital Asset Management Marketing Budget Marketing AI 99

Hubspot

NOVEMBER 22, 2024

But, oof, I don‘t need to tell you how challenging life in sales can be. Whether you win or lose, it doesn't stop the sales targets from rolling in each month. That‘s why I’ve contacted some sales pros and AI experts to learn how they or their clients use AI for sales lead generation. Long and skinny? But don’t be fooled!

Lead Generation 50

Lead Generation Marketing AI Sales Leads Top of Funnel 50

Inbox Insight

MAY 6, 2025

” B2B buyers typically spend around 10 hours per month researching solutions during a six-month sales cycle. Thought leadership plays a crucial role in this process. Hicks highlights a common pitfall: focusing too much on bottom-funnel activities at the expense of top-of-funnel nurturing.

Demand Generation 52

Demand Generation Ideal Customer Profiles Paid Content Top of Funnel 52

B2B Marketing Analytics

NOVEMBER 29, 2020

Among the most interesting trends shaping the modern marketing function is the rise of a new breed of the CMOs called the “Revenue CMO”. The role of the CMO has undergone a radical shift especially in B2B technology companies, which are driving the revolution of this new breed of the CMOs.

CMO 100

CMO Marketing Attribution Multi-Touch Attribution Lead Ranking 100

CMSWire

JUNE 26, 2025

This contrasts with performance marketing, which delivers a quick surge in sales but requires constant effort to maintain. The obsession with demonstrating a return for every marketing dollar spent has also given rise to the chief revenue officer, who often replaces the CMO , or the emergence of the revenue operations function.

Enterprise Management 57

Enterprise Management Training Digital Asset Management Work Management 57

Zoominfo

MARCH 15, 2023

While each one delivers business value, B2B marketers are increasingly being asked to prioritize bottom-of-the-funnel growth. To be a strategic revenue partner in 2023, B2B marketers need to prioritize sales and marketing alignment, increase efficiencies, and scale consistently.

Efficiency 130

Efficiency Top of Funnel Budget Programs CMO 130

Full Circle Insights

MAY 20, 2022

to continue nurturing leads through the funnel. Predicting Behavior Through an Account-Based Management Role Lens. They want to control the process, which often means doing their own research. Marketing Attribution and Funnel Metrics Are Still the Key. Funnel metrics enable you to measure velocity and compare results.

Marketing Attribution 98

Marketing Attribution Sales Management Top of Funnel Lead Ranking 98

CMSWire

JUNE 11, 2025

Table of Contents Data, Discovery and the Modern CMO Mindset Building a Marketing Dream Team Bridging Marketing and IT Teams Deploying AI Effectively in Marketing Proving AI Value at Scale Data, Discovery and the Modern CMO Mindset Stricter laws and heightened awareness have elevated data privacy from a compliance mandate to a brand trust issue.

Marketing AI 62

Marketing AI Budget Programs Sitefinity Marketing Budget 62

Crimson Marketing

DECEMBER 9, 2014

As Marketing has gained responsibility for what was traditionally the realm of Sales, corporate marketing solutions have become increasingly attentive to mid-funnel nurturing activities that occur close to the conversion point and can affect quarterly business results. Manny Kostas is the CMO of Symantec Corporation.

CMO 100

CMO Top of Funnel Marketing Management Ad Building 100

Zoominfo

APRIL 26, 2023

The Calculus of Growth is Changing (Just Like Your Buyers) In a recent panel discussion for enterprise CMOs and revenue executives in Seattle, Lee stressed that productivity has become a central force for growth in this economic era, replacing the previous cycle’s focus on growth through added sales capacity.

Marketing Analytics Tools 130

Marketing Analytics Tools Zoominfo Product Enterprise Management 130

Vision Edge Marketing

JUNE 7, 2022

In 2018, a CMO survey , found that only 30% of B2B marketers rely on analytics to make data-driven decisions. These BIC marketers can derive insights from data, improve Marketing performance, and impact business results better than their middle of pack, Sales Enablers, and their laggard Campaign Producer colleagues.

Lead Ranking 268

Lead Ranking Analytics Lead Scoring Demand Generation Agencies 268

Unbound B2B

JULY 2, 2025

Buyers have altered their decision-making process. Now, the journeys are longer, more unpredictable, and often happen behind the scenes or we can call it the dark funnel. But when sales teams follow up with those leads, there’s little to no interest and so far, no real pipeline growth.

Paid Content 40

Paid Content Lead Ranking Top of Funnel Multi-Touch Attribution 40

Outreach

OCTOBER 16, 2020

Sales leaders looking to drive aggressive growth feel a constant pressure to identify initiatives that accelerate pipeline and revenue production. When the pressure is on to grow pipeline quickly, sales prospecting often comes up as a top challenge because so many companies face low response rates. 4 Sales Engagement Principles.

Multi-Channel 59

Multi-Channel Outreach Advertising Channels Response Rate 59

ANNUITAS

MARCH 8, 2023

If it were easy, funnel conversion benchmarks would be a lot higher than low, single-digit percentages, right? And even when you have crisp, perfectly aligned messaging, a lot can be lost in the execution phase in terms of aligning content and engagement channels with the right customer target, in the right place, at the right time.

Lead Ranking 130

Lead Ranking Top of Funnel Demand Marketing Qualified Leads 130

Marketri

SEPTEMBER 25, 2024

Unlike the typical senior leader who heads up a single functional area, the Fractional CGO’s domain is much broader: They serve as an organizational growth catalyst, aligning and synchronizing critical functions that all contribute to revenue growth but often operate in isolation—such as sales, marketing, customer service, and product.

Top of Funnel 62

Top of Funnel Sales Management Demand Generation Agencies Enterprise Management 62

Adobe Experience Cloud Blog

NOVEMBER 8, 2016

That means you need the right team to manage your marketing automation platform. This leader will be responsible for your demand generation strategy for different segments and its orchestration across channels. Below are some reasonable minimum requirements of a Da Vinci-esque marketing automation manager, based on our own experience.

Marketing Automation Services 134

Marketing Automation Services Enterprise Management Work Management Marketing Management 134

ANNUITAS

OCTOBER 9, 2023

The Westin Copley Place was the perfect venue, and we had a curated cross section of marketing, sales and commercial leaders to roll up their sleeves and discuss what it really means to build a Converged Growth go-to-market organization. Director of Revenue Operations at Riverside ; and Lee Zucker, VP Global Sales and Partnerships at Drift.

Marketing Analytics Tools 130

Marketing Analytics Tools CMO Multi-Channel Act-On 130

Crimson Marketing

JANUARY 15, 2015

The buyer’s journey today involves a constellation of information sources buyers can use to get smart about competing products before they ever engage in the actual buying process. Knowing what they want from each channel is half the battle, says Atri. That information, in turn will richly inform your demand generation efforts.

Demand Generation 100

Demand Generation Act-On Work Management Marketing Management 100

Heinz Marketing

OCTOBER 5, 2020

If you’re not already subscribed to Sales Pipeline Radio , or listening live every Thursday at 11:30 a.m. The show is less than 30 minutes, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. Ryan say of PFL “… we are a marketing technology company.

Top of Funnel 132

Top of Funnel CMO Multi-Channel Work Management 132

Crimson Marketing

FEBRUARY 3, 2015

“Businesses don’t buy things, people do,” says Peter Mahoney, CMO of voice and natural language software maker Nuance Communications. In this episode of Moneyball for Marketing, we take a look through Peter’s eyes at attribution modeling, multi-variate testing and other marketing technology supported means to use data effectively.

Multi-Touch Attribution 100

Multi-Touch Attribution CMO Marketing Management Buy 100

Marketing Insider Group

NOVEMBER 23, 2023

In fact, it is an inquisitive nature and a desire to know more and try out new things that has allowed content marketing to evolve into the dynamic, multi-dimensional, ever-shifting medium that it is today. You may have noticed that we’re talking about more than a marketing tactic. In effect, we’ve all become a little more human.

Content Marketing 298

Content Marketing Work Management Paid Search Agency Marketing Management 298

Martech

APRIL 5, 2022

Marketing attribution is an umbrella term describing the departments, people, and technology responsible for determining what marketing tactics and channels are contributing to sales, conversions, and leads. Identifying channels and touchpoints that refer the highest quality leads or the most valuable customers.

Marketing Attribution 109

Marketing Attribution Touchpoints Multi-Touch Attribution Paid Content 109

Full Circle Insights

JULY 27, 2021

SAN MATEO, Calif —July 26, 2021 —Today, the Business Intelligence Group named the Digital Source Tracker from Full Circle Insights Product of the Year in the 2021 Sales and Marketing Technology Awards program, also known as The Sammys. The company offers multi-touch attribution, comprehensive funnel metrics and lead management technology.

Full Circle Insights 98

Full Circle Insights Lead Ranking Sales Management Marketing Attribution 98

Full Circle Insights

NOVEMBER 10, 2020

B2B marketers have redirected budget dollars previously earmarked for in-person events to digital ads instead, driving a 22% increase in spending on digital channels. Process efficiency is the other key to marketing success. This gave them full visibility into the marketing and sales funnel.

Marketing Attribution 98

Marketing Attribution Sales Management Lead Ranking Budget Programs 98

CMSWire

JULY 1, 2025

The solution introduces what Hightouch calls "multi-zone" identity resolution, allowing businesses to switch between high-confidence deterministic matching and higher-reach probabilistic matching within a single project setup. We've got you covered.

Enterprise Management 62

Enterprise Management Digital Asset Management Marketing Automation Services Work Management 62

MKT1

AUGUST 29, 2024

There are ~3,350 marketing leadership roles today and ~4,200 sales leadership roles today at B2B Startups, which is significantly more than the ~2,850 and ~3,500 back in Q1 2019. integrates a lead database, multi-channel outreach, call recording, and analytics, cutting down the need for multiple tools. 📇 Apollo.io

Startups 59

Startups Paid Content Marketing Report B2B Marketing 59

Velocity Partners

FEBRUARY 13, 2024

It was written when B2B tech was still dominated by direct sales. Before, its job was pretty much limited to being the Sales department’s PowerPoint b h, deciding what color the logo should be or spending months designing the exhibition stand). The old ‘we’ll control the top of the funnel and you handle the bottom’ truism is long gone.

Work Management 111

Work Management Top of Funnel Marketing Management B2B Marketing 111

ViewPoint

JUNE 10, 2016

Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the final of a multi-part blog series. Many challenges facing Sales and Marketing have been around since the beginning of time. Experience has taught me that only 5% to 15% of inquiries are ready to speak to Sales. Not really.

Sales Qualified Leads 120

Sales Qualified Leads Planning Peer-to-peer Work Management 120

Full Circle Insights

JULY 12, 2021

In March 2021 , Full Circle Insights launched a new product bundle, Full Circle Enterprise, which combines the company’s popular Response Management, Campaign Attribution and Digital Source Tracker products. The company offers multi-touch attribution, comprehensive funnel metrics and lead management technology.

Full Circle Insights 98

Full Circle Insights Sales Management Lead Ranking Marketing Attribution 98

Full Circle Insights

NOVEMBER 26, 2020

Martech spending increased in 2020 and is expected to remain strong in 2021, as businesses continue to rely on digital channels, especially B2B companies that can’t hold in-person events. A Gartner CMO spend survey found that 68% expect to increase martech investments in the coming months. So, how can CMOs reach out?

Sales Management 98

Sales Management Lead Ranking Marketing Attribution Top of Funnel 98

Full Circle Insights

JULY 9, 2020

For this, you need to know about funnel metrics and campaign attribution. Pick a message, content types, and specific channels and then test the combination. The chart below (Chart A) shows the split of sales influenced by digital vs. non-digital marketing programs. Velocity & Shortening Your Sales Cycle.

Marketing Budget Creation 98

Marketing Budget Creation Marketing Budget Lead Ranking Planning 98

Crimson Marketing

SEPTEMBER 10, 2014

What has not been as clear is the best way for CMOs to manage and leverage this data. In his role as General Manager of Oracle Marketing Cloud, Kevin Akeroyd works with CMOs of leading companies on enterprise level, cross-channel data management and marketing. Corporate Marketing Podcasts'

Enterprise Management 100

Enterprise Management CMO Work Management Marketing Management 100