6sense

NOVEMBER 10, 2021

Editor’s Note: CMO Coffee Talk is an open space for more than 1,200+ CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. Insights from CMO Coffee Talk .

CMO 62

CMO Peer-to-peer Cross-Selling Work Management 62

SalesIntel

FEBRUARY 8, 2023

Technographic Data Technographic data provides the technology stack of an organization. The post CMO Perspective: Using B2B Data & Data Types for Audience Segmentation appeared first on SalesIntel. Size : Is your product ideal for small entrepreneurs, growing mid-size firms, or established enterprises?

Segmentation 80

Segmentation CMO Ideal Customer Profiles Account Based Marketing 80

Martech

MARCH 8, 2024

As organizations grapple with the complexities of AI adoption, a strategic framework becomes essential for assessing readiness and ensuring successful implementation. Preparing your organization for successful generative AI adoption How do you approach preparing your company for generative AI integration? Otherwise, what was the point?

Work Management 131

Work Management Marketing Management User-Generated Content CMO 131

accelerate agency

DECEMBER 7, 2021

The job of the CMO is arguably the most difficult in the C-suite. The average CMO lasts just 20 months, so they have to move fast to make an impact. Three areas of expertise Strategy If you’re a strategy-focused CMO, you’re at the forefront of your company’s innovation efforts and go-to-market plan. Is your GTM strategy ready?

Marketing Budget 52

Marketing Budget CMO Enterprise Management Marketing Analytics Tools 52

accelerate agency

DECEMBER 7, 2021

The job of the CMO is arguably the most difficult in the C-suite. The average CMO lasts just 20 months, so they have to move fast to make an impact. Three areas of expertise Strategy If you’re a strategy-focused CMO, you’re at the forefront of your company’s innovation efforts and go-to-market plan. Is your GTM strategy ready?

Marketing Budget 52

Marketing Budget CMO Enterprise Management Marketing Analytics Tools 52

ANNUITAS

DECEMBER 11, 2023

The implications are two-fold: #1 – Digital interruptive channel execution must be truly flawless (to be worth the spend) and must be balanced against organic channels (meaning it can’t be over-indexed). #2 Ninety-four percent of marketers are using AI tools as part of their GTM Tech Stack, according to Deloitte’s bi-annual CMO survey.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

accelerate agency

DECEMBER 7, 2021

The job of the CMO is arguably the most difficult in the C-suite. The average CMO lasts just 20 months, so they have to move fast to make an impact. The marketing industry, too, has become increasingly complex over the past two decades, and the CMO’s role has grown exponentially. . GTM strategy best practices.

Marketing Budget 52

Marketing Budget CMO Enterprise Management Marketing Analytics Tools 52

Marketing Insider Group

SEPTEMBER 20, 2021

In this short guide, we’ll explore some of the most effective marketing techniques to boost digital event attendance, encourage member involvement, and raise virtual engagement : Use Segmentation and Personas. Use Segmentation and Personas. Personalize Communications. Diversify Event Programming. Demographics.

Work Management 282

Work Management Marketing Management Marketing Automation Services Tips 282

Pearl Digital Marketing

SEPTEMBER 13, 2019

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? A chief marketing officer (CMO) is not only a marketing manager but is also the leader of all marketing-related elements.

CMO 75

CMO Enterprise Management Work Management Marketing Management 75

Marketing Insider Group

NOVEMBER 9, 2020

And we have found that most small to midsize organizations can do all that and more by focusing on content marketing. The pandemic’s impact on marketing budgets continues to play out, but The CMO Survey , published in June 2020, shows a decrease in spending across the board. Image: CMO Survey. Image: CMO Spend Survey.

Marketing Budget 292

Marketing Budget Paid Content Budget Programs Marketing Budget Creation 292

SalesIntel

AUGUST 25, 2023

SAM factors in technographics, firmographics, scale, and persona-product fit to define the subset of customers you can realistically target. Technographic Data Company technographics refers to a set of data that provides insight into organizations’ technological capabilities and preferences. What country or geographic area?

Marketing Analytics Tools 40

Marketing Analytics Tools Ideal Customer Profiles CMO Allocation 40

Marketing Insider Group

FEBRUARY 6, 2023

According to Laurie Buczek , research vice president , IDC CMO Advisory practice “B2B tech buyers are undeniably digital-first and digital always in their buying journey. Deliver next-generation customer engagement with content, consistent messaging and value to specific personas, and increased enablement.

B2B Thought Leadership 230

B2B Thought Leadership Lead Ranking B2B Marketing Planning 230

SalesIntel

MAY 12, 2023

Persona and job titles are only one part of the equation, however. It creates a situation where the organization wastes money maintaining lead databases that will not convert effectively, will continue to bloat, and cost a lot of money. Those leads will never convert. What color combo are they? Yellow-green? Green-green?

Lead Ranking 52

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 52

KoMarketing Associates

APRIL 7, 2021

Here is Gartner’s definition of demand generation: “Demand generation is a data-driven marketing strategy focused on driving awareness and interest in an organization’s products and services, with the ultimate goal of developing long-term customer engagement. In other words, use personas. How long do people watch your videos?

Demand Generation Agencies 236

Demand Generation Agencies Demand Generation Demand Marketing Budget 236

ClickZ

JANUARY 6, 2021

30-second summary: Digital disruption is requiring C-Suite executives to undergo different goals and job responsibilities, and CMOs are not exempt from this shift. CMOs must lean into data – pulled from across departments – to provide actionable insights for a better customer experience (CX). Looking ahead: Marketing and CX in 2021.

CMO 114

CMO Enterprise Management Analytics Marketing Report 114

Tony Zambito

MAY 2, 2021

Sales Leaders Will Need To Implement A Buyer Persona Driven Sales System To Adapt To New Buyer Behaviors And Preferences. The new shift in buyer goals and interaction preferences will lead to a return of focus on buyer insights and understanding buyer persona goals. Aligning With A New Era Of Buyer Interactions. Capable of doing much.

Buyer Personas 294

Buyer Personas B2B Sales B2B Interactive Marketing 294

Marketri

DECEMBER 11, 2023

In many organizations, the CMO or Fractional CMO charts the strategic course, while digital marketers harness technology to amplify campaigns and monitor progress, ensuring the company’s trajectory aligns with its aspirations. → Keep Reading For more of our thinking on fractional CMOs: What is a B2B Fractional CMO?

Planning 62

Planning B2B Thought Leadership CMO Ethics 62

Engagio

NOVEMBER 1, 2018

I asked her, “If you’re a Sales leader, what can you say to your CMO to get aligned?” What are the actual things that you can actually say to your CMO, your Chief Marketing Officer to get on the same page? The post What Do You Say To Your CMO To Get Aligned? Here’s Trish: ( view the video on YouTube ).

CMO 48

CMO Demand Generation Cross-Selling Account Based Marketing 48

Zoominfo

OCTOBER 5, 2021

Because B2B organizations often mistake go-to-market strategies as being a new launch. This undermines the extensive use cases sound GTM motions provide organizations for ongoing, sustained success. Case in point: 40% of CMO Council members agree that improving GTM processes are top priority.

Enterprise Management 147

Enterprise Management Ideal Customer Profiles Marketing Analytics Tools Work Management 147

Content Marketing Institute

AUGUST 31, 2023

Do: Sharpen your audience understanding Create an AI-powered marketing persona. Check it against your persona research. Improve it until you feel it’s mostly accurate, and then ask it lots of questions: Unlike humans, you can quiz your new AI persona day or night. It never gets tired of sharing insights with you.

Marketing AI 122

Marketing AI Content Marketing Planning Ethics 122

Vision Edge Marketing

NOVEMBER 19, 2019

The recent Spencer Stuart CMO Tenure study suggests one of the primary reasons for the continued CMO shuffle is “poor alignment between the CEO and CMO on the mission (and the timeline) of the marketing organization’s output.” To achieve alignment, Marketing must connect its work to WHY the business exists.

Planning 111

Planning Marketing Plans Budget Programs Paid Search Agency 111

Tony Zambito

OCTOBER 12, 2020

This transformative upending in B2B commerce has led to both buyers and B2B organizations viewing customer experience as a more important factor than product and price. Many customer experience efforts by B2B organizations have content marketing as a cornerstone for such initiatives. Perhaps even more.

Buyer Personas 310

Buyer Personas B2B Amazon Fulfillment 310

Marketing Insider Group

AUGUST 30, 2021

According to the CMO Council, “ Only 20% of marketers can predict the next best action for their customers.”. It’s a differentiator…” -Doug Brown, former CMO, IBM Systems. Use empathy maps and personas to understand your customer and how to better connect with them in conversations.

Paid Search Agency 291

Paid Search Agency B2B Sales Marketing & Strategy CMO 291

Tony Zambito

JULY 17, 2016

People and professionals in organizations can have different intentions while working towards the accomplishment of organizational, as well as, individual goals. This is also an important principle behind buyer insights research and buyer persona development. This issue is prevalent in misguided buyer personas also.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

NOVEMBER 1, 2015

In this same survey mentioned above, it was found 50% or more of marketers surveyed have not engaged in researching and creating buyer personas for their marketing efforts. One of the key premises of user personas and buyer personas, since their origins, are they can foster a common view of customers within organizations.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Marketing Insider Group

NOVEMBER 10, 2020

Marketing Contribution/Attribution is key to measuring the success of marketing overall and its alignment with sales, and how content, campaigns, and events help marketing’s bottom-line contribution to the organization – the sales of products and/or services. And we need to track how well we do beyond just web hits and downloads.

Planning 322

Planning Analytics Enterprise Management Work Management 322

Vision Edge Marketing

JUNE 16, 2020

Finding the intersection of Passion and Pain could expand your organization’s marketing potential. We tend to agree with Tim Ellis, CMO of the NFL , that the sweet spot is to match positioning at the intersection of pain and passion points. As you build out your personas you can select which of these to amplify.

Allocation 164

Allocation Positioning Marketing Management Paid Search Agency 164

KoMarketing Associates

DECEMBER 5, 2017

Samantha Stone , Author, Founder & CMO, The Marketing Advisory Network. Improving personalization through the refinement of buyer personas and customer journeys. Data was mentioned several times by our experts as something they want to focus on in the coming year. Elena Britton , Head of US Marketing, Indusa.

Marketing Budget Creation 439

Marketing Budget Creation Marketing Budget Budget Programs Marketing AI 439

Content Standard

NOVEMBER 30, 2021

The brands standing out are doing so with content that supports a unique brand narrative that’s fine-tuned for the persona(s) they serve. An example is DtoC superstar Airbnb, whose site is peppered with rich, persona-based content, including its most recent product announcement, which begins as a narrative film.

Top of Funnel 131

Top of Funnel Enterprise Management Paid Search Agency Digital Marketing Funnels 131

Vision Edge Marketing

NOVEMBER 7, 2017

Yet another study, this one by PAN Communications, continues to lament the challenge Marketing organizations face for measuring success. 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. Start here.

Analytics 188

Analytics Budget Programs Multi-Channel Case Studies 188

Martech Advisor

DECEMBER 17, 2019

Today’s CMO/CCA is data-driven, predicts customer needs and delivers value-added, personalized experiences. Like many elements of the tech industry, the CMO role is changing rapidly. ” Fueling this evolution is the data-driven mindset that is now the norm for many enterprises and forward-thinking organizations worldwide.

Marketing AI 73

Marketing AI Account Based Marketing Enterprise Management Work Management 73

Heinz Marketing

MARCH 2, 2022

Almost 20 years later, a 2016 study by CMO Council and Deloitte The CMO Shift to Gaining Lift , found, “only one in four CMOs actually feels they are doing well specific to quantifying and communicating marketing’s impact on the business, with an elite 3% saying they are actually doing this extremely well. Customer-Centricity.

Lead Scoring 102

Lead Scoring Lead Ranking Class Organization 102

ANNUITAS

DECEMBER 20, 2018

In this new world where 42% of buyers become “annoyed” by non-personalized content, adoption of account-based targeting strategies and innovative marketing technology solutions is growing rapidly in marketing organizations. GDPR officially became law in May of 2018, forcing marketers to truly put customers first.

Demand Generation 140

Demand Generation Account Based Marketing Demand Marketing AI 140

Tony Zambito

MARCH 12, 2017

B2B companies are struggling to make gaining buyer insights more than the gathering of analytics, buyer intelligence, sales intelligence, and buyer personas couched in factual data. Let us examine 5 signs indicating to senior executives it is time to reboot: Your Buyer Personas Are Outdated.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

Tony Zambito

MAY 19, 2021

This new reality will put added pressure on CMOs and CSOs to coordinate strategies impacting the development of digital buying experiences. It is the type of development B2B organizations will have to attain deep buyer insights about if they hope to accelerate their revenue growth. At least have a chance to.

Differentiation 244

Differentiation Top of Funnel Buy Buyer Personas 244

Envy

FEBRUARY 13, 2021

It's when sales and marketing teams work together to define the specific companies and personas in your ICP (more on that one later) with the most potential to become your client. Anyone whose title begins with a C is C-level, like the CEO, CISO, CMO, and CTO. Did we miss any? Marketing terms. Account Based Marketing !

Marketing Analytics Tools 119

Marketing Analytics Tools Cost per Acquisition Paid Content Lead Ranking 119

Tony Zambito

AUGUST 14, 2016

As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent. With many touted frameworks and processes being representative of buyer personas in name only. This same urge is being applied to buyer personas.

Buyer Personas 102

Buyer Personas Ideal Customer Profiles Profiling CMO 102