The Point

JULY 16, 2015

Seriously though, that is one gorgeous white paper. It’s visually stunning, professional, colorful, even the title is intriguing (“How Marketing Performance Management is Changing the Role of the CMO”). Let me count the ways: The aforementioned white paper image is HUGE. But what a beautiful white paper.

CMO 100

CMO Paper Marketing Management Marketing Proposals 100

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. This content organically emerges from the first four points of placing the customer first, understanding them, conversing with them, and helping them.

Paid Search Agency 291

Paid Search Agency B2B Sales Marketing & Strategy CMO 291

chiefmartech

JUNE 22, 2021

A few weeks ago, I read a white paper produced by Rackspace Technology, How Applications Impact Customer Experience. This threw me for a loop, as I have generally thought of CMOs as being one of the leading champions of technology. What did they think about CMO’s technology leadership? Data lakes and data meshes.

Digital Transformation 104

Digital Transformation CMO Marketing Automation Services Thought Leadership 104

Adobe Experience Cloud Blog

FEBRUARY 3, 2011

by Katie Byrnes The Forrester paper, the CMO Mandate: Adapt or Perish , truly embraces the idea of survival of the fittest. Participate personally by taking ownership to empower every person in the organization to shape the brand experience. So how do you take the first step to becoming an adaptive marketing organization?

Forrester 48

Forrester Paper Research CMO 48

ViewPoint

OCTOBER 5, 2018

The CMO of a Fortune 500 company offered the CRO the following options regarding spending $100,000 on a marketing campaign. 4,319 contacts who downloaded a white paper but may or may not be in targeted companies or have any need or authority to buy (email addresses, many bogus, no company firmographics and no telephone numbers).

Sales Qualified Leads 136

Sales Qualified Leads Lead Generation Lead Scoring Lead Ranking 136

Vision Edge Marketing

APRIL 19, 2018

Investment in Marketing Technology (Martech) remains strong based on the Gartner CMO 2017-2018 spend survey which found that Marketing leaders are allocating 22% of their expense budget to martech. The more you know about your customers, the better you can help the organization compete.

Marketing Automation Services 192

Marketing Automation Services Allocation Planning Budget Programs 192

Martech

AUGUST 10, 2021

I didn’t explore the vendor’s website, download a white paper, or put on a t-shirt saying “Intent!”. A product manager may oversee a portfolio of products while their counterparts at another organization may only deal with one. Scott Vaughan , CMO and growth accelerator. That’s all. Read more here.

Work Management 110

Work Management Marketing Management Marketing Analytics Tools Digital Marketing Funnels 110

KoMarketing Associates

SEPTEMBER 17, 2015

In a white paper titled , “Activating the New American Mainstream,” The CMO Council and Geoscape looked at how marketers are crafting strategies to engage the country’s culturally diverse business industry. But in terms of the priorities in organizations, we could’ve predicted some of those. population. population.

Activities 120

Activities Allocation Paid Search Agency Mobile Advertising 120

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.”

Ideal Customer Profiles 102

Ideal Customer Profiles Multi-Touch Attribution Marketing Attribution Peer-to-peer 102

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. This content organically emerges from the first four points of placing the customer first, understanding them, conversing with them, and helping them.

Paid Search Agency 175

Paid Search Agency B2B Sales Marketing & Strategy CMO 175

ANNUITAS

AUGUST 19, 2014

have seen organizations say, ‘We’re going to focus squarely middle and do nurturing.’ Number two is really the way that most organizations do lead scoring today is really, really poor. Number two is really the way that most organizations do lead scoring today is really, really poor. That’s number one.”.

Top of Funnel 100

Top of Funnel Lead Nurturing Lead Scoring Lead Ranking 100

ViewPoint

MARCH 1, 2016

This is Part One of a two-part blog about how organizations with a complex sales process can improve accuracy in lead/revenue projections. Many of the tools are designed to determine how much revenue an organization needs and where that revenue came from. Read this white paper to learn more.

ROI 159

ROI Lead Ranking Marketing Qualified Leads MQL 159

Content Standard

NOVEMBER 30, 2021

But is your organization on the same page? To find out, you must audit your digital customer journey and the content that supports it, from blog posts and white papers to product and customer service pages. Our research has found that content to support conversion and retention is woefully lacking in most organizations.

Top of Funnel 133

Top of Funnel Enterprise Management Paid Search Agency Digital Marketing Funnels 133

6sense

DECEMBER 8, 2021

Another person feels we should do more industry white papers, while somebody else is adamant that we just have to be at an upcoming conference. I have found two key questions that keep me on track and help me decide if an idea, event, white paper, etc. There are times when it feels like everyone is “on the marketing team.”

Ideal Customer Profiles 62

Ideal Customer Profiles Marketing AI Lead Scoring Lead Ranking 62

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. White papers: 55% (compared to 60% in 2020).

Demand Generation Agencies 236

Demand Generation Agencies Demand Generation Demand Marketing Budget 236

ViewPoint

MAY 13, 2016

In that post I quoted a client and friend who at the time was CMO for a Fortune 100 company. A ULD clarifies what a lead is to everyone in your organization, and these leads also: Fit the profile of your ideal customer. Here’s an example from one of our past research partners, an $80 billion IT management organization.

Allocation 174

Allocation PointClear SIC Ideal Customer Profiles 174

ViewPoint

JUNE 6, 2013

CMO Council study: Content has significant impact on buying process. Half of those buyers trust professional associations, online communities and industry organizations as important sources for content. Half of those buyers trust professional associations, online communities and industry organizations as important sources for content.

B2B Marketing 120

B2B Marketing PointClear B2B Trade Show 120

KoMarketing Associates

MARCH 8, 2016

The “Making Personalization Possible” report from the CMO Council discovered that as more marketers shift their focus to personalization, they are hopeful that their efforts will pay off. We had an opportunity to speak to Liz Miller, senior vice president of marketing at the CMO Council, for more insight into the results.

B2B Marketing 120

B2B Marketing Personalization Planning Work Management 120

EveryoneSocial

FEBRUARY 20, 2020

Becky Carr , CMO of Masergy , is back on the Bitecast for a second episode to talk with Cameron about content that leaps beyond the white noise of white papers. What are the biggest challenges to being provocative in a small company, or a large organization? And what’s on the horizon? Prove it out.

Lead Gen 52

Lead Gen Digital Transformation Storytelling CMO 52

Heinz Marketing

SEPTEMBER 11, 2019

Although we can’t generate sales pipeline and results without external production, the key challenges facing CMOs today were primarily about managing internal obstacles, disagreements and tensions. Just because someone downloaded your white paper doesn’t mean they want a demo. Every CMO at our breakfasts wanted better reporting.

Peer-to-peer 74

Peer-to-peer DemandBase Work Management Intent 74

Porch Group Media

MARCH 16, 2021

A Gartner CMO study found that 68% of CMOs intend to increase spending on martech, and digital initiatives are expected to account for 80% of multi-channel budgets. However, skills gap and talent shortage make it harder for some organizations to deliver an effective CX strategy.

Statistics 59

Statistics Ideal Customer Profiles Marketing Automation Services Multi-Channel 59

Onalytica B2B

JANUARY 8, 2019

I’m focused on helping B2B marketers improve revenue performance, communicate results with executive stakeholders throughout the organization, and use the data to help make strategic decisions. Our survey data from Heinz Marketing and other sources like Gartner and the CMO Council confirms this.

Marketing Budget 108

Marketing Budget Budget Programs Demand Generation Agencies Work Management 108

Customer Experience Matrix

DECEMBER 13, 2014

But, as BlueConic’s experience reminds us, practical marketing tasks like content creation, program flows, and result analysis are organized around groups of similar customers. Part of the presentation was a set of examples presented by BlueConic CMO Dan Gilmartin. Segments don’t enter into it. Complexity of data.

Paid Search Agency 120

Paid Search Agency Advertising Agencies Multi-Channel Work Management 120

Markempa

AUGUST 12, 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. This content organically emerges from the first four points of placing the customer first, understanding them, conversing with them, and helping them.

Paid Search Agency 130

Paid Search Agency B2B Sales Account Based Marketing CMO 130

Allocadia

APRIL 15, 2019

In 2013, I published my first version of the Revenue Marketing Centre of Excellence white paper and fully laid out the organizational structure, roles and responsibilities for the marketing operations team (as well as the entire center of excellence). Marketing operations allows the CMO to run marketing like a business.

B2B Thought Leadership 40

B2B Thought Leadership Lead Ranking Work Management Thought Leadership 40

Contently

SEPTEMBER 10, 2020

It’s also opened up the door for Erik and me to have people give us a call and to ask our thoughts on what’s going on or certain things that individuals may be trying to do within their own organization. All in an effort to make sure we are using this moment in time to further DEI (diversity, equity, and inclusion) initiatives.

Work Management 114

Work Management Marketing Management Brand Identity Branding 114

ANNUITAS

MARCH 11, 2014

Last week we discussed the aftermath of Gartner’s prediction that the CMO will spend more on technology than IT by the year 2017. 13% of CMOs said their relationship with the CIO is “at the right level”. 41% of CMOs say they need more collaboration with the CIO. Should the marketing technology stack be led across the business?

Work Management 100

Work Management Marketing Management CMS Development Planning 100

ViewPoint

JUNE 28, 2012

As a member of the Executive Advisory Group, he delivers CMO and Sales Advisory Services that provide senior technology marketing and sales executives with insights into how to improve productivity and efficiency in their organizations. My PowerViews guest today is Rich Vancil, IDC Group Vice President for Executive Strategies.

Marketing Automation Services 120

Marketing Automation Services Planning Allocation CMO 120

The ABM Agency

APRIL 10, 2023

As a director of marketing or CMO at a large or enterprise B2B SaaS organization, understanding and implementing ABM is essential for staying ahead in today’s competitive landscape. This personalized touch helps build trust and fosters long-term business partnerships that drive revenue growth over time.

Account Based Marketing 97

Account Based Marketing Top of Funnel Enterprise Management Work Management 97

ViewPoint

DECEMBER 8, 2011

Chris Selland is CMO at Terametric , a company focused on maximizing marketing ROI by helping marketers capture and measure all their channel marketing data. ” “How many recipients clicked through on that link we Tweeted out and downloaded our White Paper?”

Merchandising 120

Merchandising Clickthrough Demand Generation Agencies ROI 120

Content Marketing Institute

JULY 24, 2018

100,000: Invest in a research project with the goal of uncovering meaningful data that can be presented in a white paper, featured on our website, and distributed in snackable bites across all our communications channels. ” Andy Crestodina , co-founder, CMO, Orbit Media. Create and atomize a white paper.

Marketing Budget Creation 105

Marketing Budget Creation Paid Content Marketing Budget Budget Programs 105

Ambal's Amusings

AUGUST 27, 2010

Pick two pieces of content(ebook, white paper, flash video, total cost of ownership calculator) that you consider outstanding - 1 example of a B2B Marketing content addressed to a Technical Decision Maker and 1 B2B Marketing content addressed to a Business Decision Maker" Read on to get their insights. Tom Pick's Tip.

Work Management 100

Work Management Marketing Management B2B Business 100

The ABM Agency

JANUARY 15, 2021

While a CFO can advise on the exact portion of the company’s funds that can be spent toward marketing, it’s the responsibility of the CMO to know where and how to spend it. Paid Social: If organic social media channels are used for brand awareness, the paid side is a complementing strategy. Software and Tools: 15%.

Budget Programs 52

Budget Programs Paid Content Paid Search Agency Marketing Budget Creation 52

Allocadia

JUNE 13, 2019

Today’s strategic CFO wants to be seen as more than the office of “no” when engaging the CMO. The CEO, CFO, and CMO should start by setting the overall level of Marketing spend based on historic spend or industry benchmarks. Learn more about Financial Planning and Forecasting Best Practices by reading our white paper.

Enterprise Management 40

Enterprise Management Allocation Marketing Budget Creation Budget Programs 40

Convince & Convert

MAY 20, 2014

The decisions made by those in this group tend to have a big impact on the rest of the organization. The investment with a CEO or COO or CMO pays dividends however, because you don’t just sell software or widgets to a C-leveler, When you get buy-in from the top down you’ll find that you only need to sell that organization once.

Peer-to-peer 144

Peer-to-peer Ad Building Content Lead Scoring 144

Heinz Marketing

MARCH 21, 2022

This week’s show is called “ The (Surprising) State of B2B Lead Engagement “ My guest is Doug Bell , CMO at LeanData. Very excited to have the CMO of LeanData, Doug Bell joining us today on Sales Pipeline Radio. If someone has exhibited some intense signals or attended a webinar or downloaded a white paper.

Work Management 80

Work Management Marketing Management Budget Programs Marketing Budget 80

Allocadia

APRIL 16, 2019

Check out our white paper: Marketing Operations Tech Stack Essentials – Five Growth Agents for Better Marketing Performance and Productivity. Work Management – organize the people and the assets that drive your programs. We recently teamed up with the folks at Workfront to help you get there.

Planning 40

Planning Work Management Marketing Management Paid Search Agency 40