Adobe Experience Cloud Blog

AUGUST 16, 2018

By the end of 2018, an estimated $500 billion in digital commerce revenue will be attributable to email marketing, reports Gartner. And if you are managing email marketing campaigns your CMO wants to know: What impact did they make in terms of revenue? How did they influence sales and opportunities? Fine-Tune and Adjust.

Multi-Touch Attribution 113

Multi-Touch Attribution Email Marketing Practices Planning 113

Adobe Experience Cloud Blog

JANUARY 7, 2019

Some take more sales resources. Here’s what marketing leaders find most challenging about marketing with impact: Attribution. Being able to attribute revenue to marketing campaigns is very important for speaking to leadership or the CMO. Not all marketing activities are created equal. Some yield great results. Conclusion.

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Multi-Touch Attribution Lead Ranking Multi-Channel Thought Leadership 134

Martech

JUNE 29, 2022

“The average B2B customer journey takes 192 days from anonymous first touch to won,” according to Dreamdata in their 2022 B2B Go-to-Market Benchmarks — a statistic described by co-founder and CMO Steffen Hedebrandt as “alarming.” Then we can also join the deal value to the intent that started from G2.”

Ideal Customer Profiles 101

Ideal Customer Profiles Multi-Touch Attribution Marketing Attribution Peer-to-peer 101

B2BMarketing.net

FEBRUARY 8, 2024

The subject of the interview was captured in the title, “From CMO to CEO: Journey to Destination.” Didier was the perfect interlocutor ; that rara avis whose previous roles included being CMO of other global, med-tech companies, he was uniquely poised to speak about the famously fraught relationship between the CMO and CEO functions.

Enterprise Management 52

Enterprise Management CMO Work Management Customer Satisfaction 52

Engagio

MAY 14, 2019

Michael Globits, Senior Manager, ABM at Salesforce, revealed his five-step process for how they got up and running with ABM: Define a decision-making hierarchy. Build messaging tracks based on sales stages. Coordinating sales and marketing play to execute your programs. Sales alignment. Multi-touch attribution.

Account Based Marketing 54

Account Based Marketing ABM Ideal Customer Profiles Top of Funnel 54

Heinz Marketing

OCTOBER 10, 2018

The discussions at each CMO breakfast range widely from strategic to tactical topics, from professional development to managing culture and marketing technology stacks. Here they are (in approximate order): Sales and marketing alignment: Not just conceptually but defining and operationalizing what that looks like on a Tuesday.

Multi-Touch Attribution 105

Multi-Touch Attribution Account Based Marketing B2B Marketing Qualified Leads 105

Engagio

JANUARY 20, 2024

.” GTM Strategy – The Balancing Act Get ready to learn valuable marketing strategies from Neil Dowling, the CMO of WritePoint, who shares his expertise on navigating economic uncertainty with confidence and optimism. She also discusses building an AI chatbot and how it accelerates a customer’s purchase process.

Marketing AI 62

Marketing AI Lead Ranking Multi-Touch Attribution Conversion 62

LeadsRX

AUGUST 31, 2021

Steel City Media is using LeadsRx Attribution, an impartial marketing attribution solution, and LeadsRx Journey, customer journey analytics technology, to measure and get specific marketing insights into campaign performance and to optimize ROAS (return on ad spend) for clients. “In interactions per 15-second commercial 5.8

Multi-Touch Attribution 52

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

Content Standard

MARCH 21, 2022

Whether you’re planning a large-scale, multi-touch campaign or starting small with one channel or audience segment, these three personalization examples can help inspire your strategy: Netflix serves as one of the most well-known examples of a brand with successful, robust personalization. Image attribution: Pexels from Pixabay.

Planning 123

Planning Personalization Marketing & Strategy Multi-Touch Attribution 123

Litmus

FEBRUARY 2, 2021

What do you mean by business value—we generate leads, conversions, and sales? A recent CMO study from Gartner found that only 58% of respondents were using their marketing technology stack to its full potential. How can we show business value when our data and analytics are siloed? How do you translate brand equity in business terms?

Lead Ranking 59

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

Litmus

DECEMBER 8, 2020

So how do we get more emails, more customers, more touches per customer. And while I think that still happens in, there’s still obviously pushes everybody to be a larger percentage of kind of overall sales coming from email, I think the efficiency is what a lot of marketers we see are focused on.

Multi-Touch Attribution 82

Multi-Touch Attribution Analytics Marketing & Strategy Budget Programs 82

The ABM Agency

APRIL 21, 2023

Reading Time: 13 minutes Winning strategies for account-based marketing (ABM) are essential for any director of marketing or CMO at a large B2B SaaS organization. Furthermore, we will explore ways to personalize messaging and leverage multi-channel strategies to engage decision-makers effectively. Developing Buyer Personas C.

Account Based Marketing 52

Account Based Marketing Ideal Customer Profiles Marketing Strategy Marketing & Strategy 52

InsightSquared

APRIL 12, 2018

Most recently I was head of product management at a MAP startup in Boston. Capabilities such as multi-touch attribution and metrics such as marketing-influenced revenue are what marketers are looking for to measure the effectiveness of their activities along the buying cycle.

Marketing Automation Services 159

Marketing Automation Services Enterprise Management Work Management Marketing Management 159

PathFactory

JUNE 12, 2019

A couple of weeks ago I had the pleasure of hosting a series of B2B CMO breakfasts with PathFactory in New York City, Chicago, and Austin. Sales and marketing alignment. Attribution. This includes understanding what’s working, what’s influencing pipeline velocity, and closed deals in a complex, multi-touch sale.

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Multi-Touch Attribution Work Management Account Based Marketing Marketing Management 45

Adobe Experience Cloud Blog

APRIL 15, 2013

Mason is CMO of iLevel Solutions in New York and markets a cloud-based software platform to private equity firms worldwide. As a CMO, I’m not necessarily hands-on with marketing automation, but I went to the Summit to optimize my plan for content marketing and sales and marketing alignment. Sales says “those leads are junk”.

Marketo 48

Marketo Multi-Touch Attribution Marketing Automation Services Lead Ranking 48

Valasys

DECEMBER 3, 2019

Based on the 6sense’s intuitive ability to deliver company identification, the lead generation methods & strategies can be designed to give the marketers full-funnel insights – especially into the responses of the buyers to the bofu content, to drive the buyers’ behavior towards optimized conversions.

Lead Scoring 40

Lead Scoring Lead Ranking Conversion Multi-Touch Attribution 40

Outgrow

OCTOBER 18, 2022

About our guest: Eric Quanstrom serves as CMO at CIENCE and is in charge of both the company’s inbound and outbound marketing strategies. Eric has a solid background in building marketing strategies for IT and sales enablement industries, working in companies like KiteDesk, Pipeliner CRM, and Nimble. Thanks for joining us, Eric.

Enterprise Management 52

Enterprise Management Marketing Budget Multi-Touch Attribution Brand Identity 52

Engagio

DECEMBER 18, 2018

In 2019, ABM is no longer optional – it’s a core element of a B2B go-to-market plan for those organizations looking to drive efficiency, capture big wins, increase close rates on their toughest deals, accelerate deals, and align Sales and Marketing. Strategies for creating better sales and marketing alignment around ABM.

Account Based Marketing 54

Account Based Marketing Multi-Touch Attribution Planning ABM 54

Metadata

APRIL 4, 2023

Get your story straight with leadership Most chief marketing officers (CMO) don’t last long. With clear expectations, you can dive into your books, see what’s working, and double down on those tactics. These tactics are in the spotlight, and most leadership teams are eager to jump on what’s trending. Here’s how.

Cost per Lead 52

Cost per Lead Demand CPL ROI 52

Vidyard

DECEMBER 18, 2014

71% of marketers are increasing investment in content marketing, however 85% of B2B marketers are failing to attribute their content marketing to business results. Top of Funnel: Consumption Metrics that analyze the effectiveness of your top of funnel assets surround prospect’s content consumption. Time is running out.

Top of Funnel 52

Top of Funnel Multi-Touch Attribution Lead Ranking Lead Scoring 52

ClickZ

JANUARY 29, 2020

While some companies may eliminate the title, that doesn’t mean the role of CMO will go away completely — it will just evolve, and maybe get a brand refresh. We had a chance to sit down with Lynne and spoke about her career journey, the changing role of the CMO, and her predictions for the martech industry in 2020.

Enterprise Management 70

Enterprise Management Work Management Marketing Management CMS Development 70

Marketing Insider Group

AUGUST 4, 2011

To summarize, the CMO of Kmart stated that TV is easier to measure than Social Media. But these measures can be hard to track at the program, channel or tactic level. Then I suggest looking at all the contacts from those companies and all the marketing touches made on those contacts.

Social Media 100

Social Media Multi-Touch Attribution ROI Marketing Attribution 100

Terminus

JANUARY 3, 2018

Terminus has acquired BrightFunnel , the pioneer in B2B marketing analytics and attribution. We implemented new marketing technology, restructured our processes across sales and marketing to optimize for account conversion, and executed on every go-to-market effort as a unified revenue team. Many factors went into this success.

Acquisitions 0

Acquisitions Account Based Marketing Multi-Touch Attribution Top of Funnel 0

Content Standard

MARCH 6, 2019

Image attribution: Helena Lopes. For example, they signed a multi-year sponsorship agreement with the Sporting Kansas City soccer team as a First Team partner. It’s a delicate balance, but one that’s possible with the right management and communication. Featured image attribution: Duy Pham. Learn more here.

Paid Content 87

Paid Content Marketing Strategy Marketing & Strategy Advertising Agencies 87

Adobe Experience Cloud Blog

JUNE 30, 2016

Author: Nate Dame One concern I hear over and over from marketing managers and executives is about accurately and objectively measuring SEO progress and ROI. It’s every CMO and business owner’s first (and sometimes last) SEO thought, and usually the primary metric by which SEO efforts are measured.

Work Management 92

Work Management Lead Ranking Lead Scoring SEO 92

Heinz Marketing

FEBRUARY 19, 2018

If you missed us live on Sales Pipeline Radio (Thursdays at 11:30 am PST) you missed a past-paced conversation full of actionable advice, best practices and more for B2B sales & marketing pros. We cover a broad range of topics, with a focus on sales development and inside sales priorities. Paul Roberts: Absolutely.

Top of Funnel 61

Top of Funnel Banner Ads Paid Search Agency Banners 61

Full Circle Insights

FEBRUARY 28, 2021

A Single Source of Truth for Marketing and Sales. Whatever the industry, marketing and sales departments that don’t share a single source of data truth tend to be misaligned because they aren’t operating from the same set of facts. We’ve seen what a difference it can make when sales and marketing share a single source of truth.

Lead Ranking 89

Lead Ranking Sales Management Marketing Attribution Full Circle Insights 89

Contently

DECEMBER 2, 2022

The Chief Marketing Officer (CMO) position as we know it is in trouble. Companies like Taco Bell, Uber, Johnson & Johnson, and Hyatt Hotels have eliminated the CMO position and course-corrected with replacement roles like Chief Growth Officer, Chief Experience Officer, or Chief Revenue Officer. Overall budgets have risen to 11.8%

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Multi-Touch Attribution Work Management Paid Search Agency CMO 152

Metadata

NOVEMBER 7, 2023

The mere mention of attribution is enough to give even the most seasoned B2B marketers the heebie-jeebies—and rightfully so. While untangling the mystery of attribution and ROI may seem like the stuff of nightmares, we’re here to tell you it doesn’t have to keep you up anymore. The challenges with attribution and ROI don’t end there.

Multi-Touch Attribution 52

Multi-Touch Attribution ROI Ideal Customer Profiles B2B Marketing 52

LeadsRX

JULY 19, 2021

Too many marketers think marketing data, such as from attribution, is too complex; but truth and trust in impartial data can chart a path to marketing optimization. Especially if they don’t have confidence the data, say from attribution, is completely accurate. Inability to Manage Data.

Enterprise Management 104

Enterprise Management Multi-Touch Attribution Work Management Marketing Management 104

Engagio

JUNE 2, 2020

How to Pivot Strategy on a Dime and Find Sales Leads that Will Buy. Everyone is hypersensitive to overt sales messages, so every single interaction matters. Then, on top of that, adjust the supporting tactics? Before we dive into the tactics, we must first look at the underlying foundation on which your strategy is built.

Sales Management 62

Sales Management Enterprise Management Top of Funnel B2B Sales 62

Contently

MARCH 23, 2021

Content has a huge impact across all stages of the customer journey, but you can’t capture ROI with a simple attribution model on Day 1. While everyone wants to attribute content directly to revenue, it’s silly to attempt that before you gauge how effectively you built an audience or generated leads. Audience Reach.

Cost per Lead 194

Cost per Lead Multi-Touch Attribution ROI Lead Ranking 194

DemandBase

JULY 21, 2020

Advanced Tactics To Find and Engage Prospects That Want to Buy Now. Everyone is hypersensitive to overt sales messages, so every single interaction matters. Then, on top of that, adjust the supporting tactics? Before we dive into the tactics, we must first look at the underlying foundation on which your strategy is built.

Sales Management 52

Sales Management Enterprise Management Work Management Top of Funnel 52

Litmus

AUGUST 3, 2021

in 2021 , their lowest level in the history of Gartner’s CMO Spend Survey. Managing prospect and customer data is a challenge in every organization. If these attributes sound familiar, you are not alone. Put a marketing attribution model to work. Get a Customer Data Platform (CDP) and collect first-party data.

Marketing Budget 90

Marketing Budget Budget Programs Marketing Attribution Marketing Budget Creation 90

Martech

MARCH 22, 2022

Brenner touches on that topic in his blog post “ How to Solve the Challenge of Marketing ROI.” If you’re a B2B company, it’s going to be leads for sales. This can be measured, which aids in CMO accountability, and the discernment to stop doing what does not work. Tactics and strategy. Brenner said.

Planning 113

Planning Multi-Touch Attribution Paid Search Agency Lead Ranking 113

The Marketing Blender

FEBRUARY 20, 2024

This complexity heightens the difficulty of marketing to multiple personas with different needs and tracking attribution amidst off-screen decisions that can sometimes span multiple organizations. Here are proven tactics for your B2B manufacturing marketing. You cannot rely solely on your B2B buyers to create demand for you.

B2B Marketing 52

B2B Marketing Advertising Agencies Multi-Touch Attribution B2B Thought Leadership 52

The ABM Agency

MARCH 28, 2023

We’ll discuss different aspects of a marketing strategy such as identifying target customers, creating brand awareness, increasing sales and more. By leveraging these technologies, marketers can streamline processes and optimize campaigns to reach their desired goals.

Multi-Touch Attribution 52

Multi-Touch Attribution Account Based Marketing Demand Generation Agencies Marketing AI 52