Adobe Experience Cloud Blog

JANUARY 7, 2019

Being able to attribute revenue to marketing campaigns is very important for speaking to leadership or the CMO. While first or last touch attribution is easier to model, it can lead to a biased decision. Remember that if you can prove that something doesn’t work, you can’t ditch it. However, it is difficult to model. Conclusion.

Multi-Touch Attribution 134

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

Contently

NOVEMBER 10, 2022

Keith Johnston, VP and research director serving CMO professionals at Forrester , notes the rise of data-driven communication: “We’re at the tipping point where we’re trying to decide what marketing really means in this era.” ” Evaluate new ideas by potential revenue.

Lead Ranking 130

Lead Ranking Enterprise Management Lead Scoring Work Management 130

Adobe Experience Cloud Blog

AUGUST 16, 2018

And if you are managing email marketing campaigns your CMO wants to know: What impact did they make in terms of revenue? These are the metrics that matter to the CMO and rest of the marketing team, and you’ll be expected to report on these metrics with each campaign you launch. What copy, tone, and length work.

Multi-Touch Attribution 113

Multi-Touch Attribution Email Marketing Practices Planning 113

Champion Communications

JULY 12, 2022

How to Grow a CMO: Building the modern B2B growth engine . With over 20 years of marketing experience, Catriona Walkerden, VP of Global Marketing at Logicalis, shares her best B2B marketing tips on the How to Grow a CMO podcast. Catriona also touches on what organisations can do to elevate women in the tech industry. . .

Multi-Channel 62

Multi-Channel CMO Digital Transformation Paid Search Agency 62

Oktopost

SEPTEMBER 4, 2019

Fortunately, SEMrush created a multi-purpose marketing toolkit to help you optimize your marketing channels. Fortunately, there’s no better window into the internal workings of today’s ecommerce shoppers than the Google search box. Measuring the efficacy and results of an online marketing campaign can be challenging.

Budget Programs 81

Budget Programs Research Software CMO 81

Engagio

JANUARY 20, 2024

“Smart CMOs work across different parts of the organization and make those connections, and really focus the organization on targeting customer needs. In regular traditional attribution models like last touch, or even multi-touch, a credit is given when a purchase is made, but there is no credit of revenue given for brand equity.”

Marketing AI 62

Marketing AI Lead Ranking Multi-Touch Attribution Conversion 62

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. Attribution: This includes understanding what’s working, what’s influencing pipeline velocity and closed deals in a complex, multi-touch sale.

Multi-Touch Attribution 95

Multi-Touch Attribution Account Based Marketing B2B Marketing Qualified Leads 95

LeadsRX

FEBRUARY 21, 2021

THIS is why I took the role at LeadsRx instead of working on my golf game. From Onboarding to CMO-Level Reports. Our proven onboarding methodology just works. We don’t care about receiving accolades for the work we do. It fits the kind of people that work here. Our focus is on you, your results and your success.

Marketing Attribution 88

Marketing Attribution Multi-Touch Attribution Paid Search Agency Work Management 88

LeadsRX

AUGUST 31, 2021

“In our 30 years in business, Steel City Media has evolved from a radio broadcast company with market-leading media outlets in both Pittsburgh and Kansas City to become a full-service, multi-platform marketing company serving as the agency of record for advertising clients,” said Michael Frischling, Co-Owner, Vice President for Steel City Media.

Multi-Touch Attribution 52

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

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

SmartBug Media

SEPTEMBER 7, 2020

Marketo Performance Insights (MPI) dashboards track your entire funnel from lead acquisition to revenue—without much work from you. On the MPI Pipeline Dashboard: You can view each of the following by first-touch or multi-touch attribution. This is used for calculating first-touch attribution.

Multi-Touch Attribution 59

Multi-Touch Attribution Multi-Channel Marketo Account Based Marketing 59

Adobe Experience Cloud Blog

MARCH 18, 2015

The lively panel of CMOs—Dierdre Bigley of Bloomberg LP, Carlos Becil of Equinox , Sanjay Dholakia of Marketo and Stacy Martinet of Mashable—touched on storytelling, organizing successful marketing teams, how best to leverage real-time data and more. To kick off the conversation, the CMOs talked about the role of marketing today.

Marketo 48

Marketo CMO Thought Leadership Top of Funnel 48

Litmus

FEBRUARY 2, 2021

Make the CFO your new work BFF. Today, I spend hours each week working with our teams to ensure our different marketing technologies work together, share data that can be used by all channels, drive conversions, sales and growth, and empower with insights to deliver an exceptional customer experience.

Lead Ranking 59

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

ClickZ

JUNE 21, 2023

It reminds me of the LinkedIn ads I’ve seen, where they show professionals working from home with their children. It humanizes B2B executives and shows that they face similar challenges in a work-from-home environment. Ty Heath: Before we delve into that, I’d like to touch upon why we find ourselves in this situation.

Advertising Agencies 130

Advertising Agencies Creativity Top of Funnel Advertisements 130

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. 8 Ways Marketers Can Show Their Work's Financial Results " was written by Paul Magill, Christine Moorman, and Nikita Avdiushko. Dr. Moorman is the T. Austin Finch, Sr.

Lead Ranking 49

Lead Ranking Lead Scoring Multi-Touch Attribution CMO 49

Litmus

APRIL 2, 2021

By now, you’ve likely encountered your fair share of emails, articles, and ads that contain some mention of “unprecedented times,” “the new normal,” or other variations on the dramatic shift of work over the course of the last year. Build customer growth–and loyalty–by focusing on multi-stakeholder partnerships.

Webinar Metrics 55

Webinar Metrics Paid Search Agency Advertising Agencies Work Management 55

ClickZ

JANUARY 29, 2020

Marketers have tools in the stack to look at what’s working and what’s not working. 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. This is a good way to dip your toe into the water and see what works.

Enterprise Management 70

Enterprise Management Work Management Marketing Management CMS Development 70

Engagio

MAY 14, 2019

Teams should be asking themselves not only, “are we doing good work” but “are we doing the right work” based on the company’s growth strategy. Multi-touch attribution. Heidi Bullock, CMO of Engagio, started out with revealing her latest thinking about ABM and the process she uses for getting programs up and running.

Account Based Marketing 54

Account Based Marketing ABM Ideal Customer Profiles Top of Funnel 54

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.

Planning 124

Planning Personalization Marketing & Strategy Multi-Touch Attribution 124

InsightSquared

APRIL 12, 2018

I’ve worked with marketers and MarTech tools for most of my career. 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. Here’s why: It’s complex and hard to get right.

Marketing Automation Services 159

Marketing Automation Services Enterprise Management Work Management Marketing Management 159

Litmus

DECEMBER 8, 2020

Wade is a senior strategic consultant for strategic and analytics services at Oracle CX marketing consulting, where he basically works with a wide range of enterprise clients, marketing leaders, to put their data to work, to improve their businesses. So how do we get more emails, more customers, more touches per customer.

Multi-Touch Attribution 82

Multi-Touch Attribution Analytics Marketing & Strategy Budget Programs 82

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. Together with PathFactory’s VP of Marketing Elle Woulfe, we hosted 20-25 marketing leaders in each city for a conversation about what’s working and (more often) what’s not working in B2B marketing today.

Multi-Touch Attribution 45

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

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. Both are working toward different, conflicting metrics. James Thomas, Allocadia’s chief marketing officer, blogged on the IBM commerce site : “Never has it been tougher to be a CMO.

Sales Qualified Leads 120

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

Terminus

JUNE 30, 2022

If you’ve been thinking about adding Connected TV and Audio to your multi-channel marketing mix, you won’t want to miss the replay of a recent webinar with industry experts, rock star customers, partners and the Digital Media Manager team from Terminus. We follow the buyer,” says Nuvolo CMO, Ben Person.

Paid Search Agency 26

Paid Search Agency Webinar Metrics Ads Multi-Channel 26

Engagio

DECEMBER 18, 2018

We’ve worked with 100s of B2B companies to execute high-performing ABM initiatives; grown our team ; launched new ABM solutions like Smart Tools and ABM Automation ; expanded our industry partnerships; and picked up a few awards along the way. Randy Frisch, CMO and Cofounder, Uberflip. Read all news.).

Account Based Marketing 54

Account Based Marketing Multi-Touch Attribution Planning ABM 54

Unbounce

JULY 5, 2023

It was the CMO, in the boardroom, with the poorly-planned marketing strategy!”) In fact, AI still works best when paired with a flesh-n’-blood analyst who can double-check the work. Now you can quickly see what’s working and what’s not, then make adjustments to optimize for maximum impact.

Marketing AI 98

Marketing AI Analytics Marketing Analytics Tools Planning 98

Adobe Experience Cloud Blog

JULY 7, 2014

For example, if you have to show ROI from a whitepaper to a CMO, you should probably focus on the number of opportunities, pipeline, and revenue – rather than metrics like shares or views. Your marketing team, on the other hand, might be very interested in the metrics your CMO disregards. What content works best in nurturing?

ROI 48

ROI Content Marketing B2B Thought Leadership Multi-Channel 48

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. How do they measure success?

Account Based Marketing 52

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

Marketing Insider Group

AUGUST 4, 2011

To summarize, the CMO of Kmart stated that TV is easier to measure than Social Media. I tried to address it with my post on Marketing Attribution: Who Gets Credit for ROI where I suggest we need to look at all companies that were touched by marketing campaigns that ultimately became sales-opportunities.

Social Media 100

Social Media Multi-Touch Attribution ROI Marketing Attribution 100

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

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. But it may be working for Airbnb because its marketing team has a monster budget and a ton of brand equity. Here’s how.

Cost per Lead 52

Cost per Lead Demand CPL ROI 52

Content Standard

SEPTEMBER 28, 2015

According to the CMO Council report, “ Brand Attraction from Enriched Interaction ,” those professionals still struggle to spearhead engagement, particularly through multi-channel campaigns targeting smaller subsets of a brand’s audience. CMO Council cites technology as the fulcrum of this issue.

Marketing Automation Services 40

Marketing Automation Services Multi-Channel CMO Marketing & Strategy 40

Adobe Experience Cloud Blog

NOVEMBER 8, 2016

He/she will work with key stakeholders, such as product marketing and sales, and may manage a team of vast talents–marketers, content creators, and designers. Not only will she be leading a team, but this managerial position will touch other functions in the company, such as sales, customer success, services, and support.

Marketing Automation Services 134

Marketing Automation Services Enterprise Management Work Management Marketing Management 134

Adobe Experience Cloud Blog

MARCH 16, 2015

Created a multi-channel lead generation program that would enable lead capture and nurture through Marketo. Kyle’s presentation was very informative and included some fantastic tests and the results they yielded—he definitely shared some best practices a marketer can put to work right when they get home. Alan Gellman: CMO of Esurance.

Top of Funnel 48

Top of Funnel Paid Search Agency B2B Thought Leadership Multi-Channel 48

6sense

DECEMBER 10, 2021

Fortunately, Olivier Thierry , the CMO of Quorum Software , was the case study and co-presenting. What opportunities and challenges did you identify at the start of 2018 and have things worked out as planned? So, perspective works two ways — bring an external perspective and understand the past so that we have perspective.

CMO 62

CMO Marketing AI Multi-Channel Budget Programs 62

Hubspot

SEPTEMBER 16, 2016

To help dissect some of these future trends, we invited WordStream Founder Larry Kim and ClassPass CMO Joanna Lord to have a discussion with HubSpot's VP of Marketing, Kieran Flanagan , via YouTube Live. Do you think that video has a place across the whole funnel, or does it work better in one part of the funnel?

CMO 28

CMO Top of Funnel Funnel Advertising Paid Search Agency 28

Content Standard

MARCH 6, 2019

For example, they signed a multi-year sponsorship agreement with the Sporting Kansas City soccer team as a First Team partner. Working Together: Central and Local Marketing. The key is to work together, communicate clearly and frequently, and share expertise among the team to try new ideas from other communities.

Paid Content 88

Paid Content Marketing Strategy Marketing & Strategy Advertising Agencies 88