Martech

AUGUST 18, 2021

Neustar, the identity resolution vendor, has added a diagnostic tool to its Fabrick identity ecosystem, the data connectivity layer which supports Neustar’s marketing and other services. Publishers and advertisers alike are looking ahead to third-party cookie deprecation with some concern. Tricia Gellman continues as CMO.

Work Management 125

Work Management Marketing Management Paid Search Agency Advertising Agencies 125

ViewPoint

OCTOBER 21, 2017

Finally, vendors simply get away with selling sub-optimal lists. It was a relatively expensive list and the vendor guaranteed 100% deliverability. Read this blog (published by CMO by Adobe) for more information about calibrating and validating marketing automation. My first question was “have you tested the list?”

Marketing Automation Services 149

Marketing Automation Services Validation Broadcasting Deliverability 149

Martech

JULY 22, 2021

Place Exchange, an SSP for out-of-home, completed its spinout from its former parent company Intersection, a major OOH publisher. Previous COO of Intersection, Chris Grosso, replaces Buchalter as CEO of the publisher. Place Exchange was always open to other publishers, even when it was operated by Intersection as parent company.

Resource Management 108

Resource Management Enterprise Management Marketing Management Ad Exchange 108

Liveintent

JANUARY 4, 2022

Recently, LiveIntent CMO, Kerel Cooper, and SVP of product marketing & GTM strategy, Jessica Muñoz, sat down with Helene Parker, founder and chief programmatic sensei of Helen Parker Consulting, to talk about the tectonic shifts in the programmatic landscape.

Advertising Agencies 127

Advertising Agencies Marketing Analytics Tools Mobile Advertising Paid Search Agency 127

ViewPoint

MARCH 29, 2017

Finally, vendors simply get away with selling sub-optimal lists. It was a relatively expensive list and the vendor guaranteed 100% deliverability. Read this blog (published by CMO by Adobe) for more information about calibrating and validating marketing automation. My first question was “have you tested the list?”

Marketing Automation Services 120

Marketing Automation Services Validation Broadcasting Deliverability 120

Martech

OCTOBER 28, 2021

“Basically, intent data allows marketing and sales teams to focus on the accounts that are in the market for a product or solution,” said Dan Tabaran, CMO of account-based advertising company N.Rich, in his recent MarTech presentation. How publishers can implement a CDP to improve customer experience and support e-commerce.

Top of Funnel 110

Top of Funnel Account Based Marketing Ideal Customer Profiles Generation 110

Martech

AUGUST 25, 2021

Similarly, the #flipmyfunnel community of B2B marketers is helmed by Terminus co-founder Sangram Vajre, but seeks to be vendor agnostic. “There’s one advertiser and that’s us,” HubSpot CMO Kipp Bodnar told me. “There’s one advertiser and that’s us,” HubSpot CMO Kipp Bodnar told me. Here’s the longer answer.

Communities 143

Communities Advertising Agencies Peer-to-peer Paid Search Agency 143

Martech

SEPTEMBER 16, 2022

Owned : Content is produced by a business and published on its own channels (e.g., Earned : Content is published by someone other than the company (e.g., Some job roles that work with content marketing tools include: CMO : Guides content strategy and works with other C-level executives to establish content goals.

Digital Asset Management 128

Digital Asset Management Paid Content Work Management Marketing Management 128

Martech

JANUARY 3, 2022

Most marketing operations departments report to the CMO, with the CEO coming in second, according to The State of the MarketingOps Professional”, which was jointly published by HubSpot and MoPros. In most cases, marketing operations is part of the marketing department and marketing operations team members identify as marketers.

Digital Asset Management 117

Digital Asset Management Enterprise Management Work Management Marketing Automation Services 117

chiefmartech

DECEMBER 27, 2021

I know, I didn’t publish a 2021 version of the marketing technology landscape. It stands to reason, if there are more software vendors, there’s more adoption of software in companies’ tech stacks. This is game-changing — and if you’re a CMO, it’s likely crucial to your career to adapt accordingly.

Enterprise Management 136

Enterprise Management Work Management Marketing Management Aggregators 136

Content4Demand

SEPTEMBER 24, 2021

J on Russo , Founder and CMO of B2B Fusion Group , also joined us for a recent panel discussion , sharing even more of his perspective. As a former CMO for several high-tech brands, Jon knows firsthand how crucial content is to successful ABM programs. Informing Content Based on Interest.

Intent Data 78

Intent Data Top of Funnel Intent Lead Ranking 78

KoMarketing Associates

DECEMBER 8, 2015

The “Marketing Budgets 2015 Report,” published by Econsultancy and Oracle Marketing Cloud, showed paid search as the top digital channel for ROI measurement, beating out more than a dozen other analyzed channels. B2B buyers are exploring a number of different channels when conducting vendor. source ). Content Marketing. source ). “The

Marketing Budget Creation 120

Marketing Budget Creation Marketing Budget Budget Programs Enterprise Management 120

Content Standard

NOVEMBER 18, 2022

Recently, I spoke with a CMO whose brand had invested hundreds of thousands of dollars in an experience optimization platform that his team is struggling to use. As I’ve written before, marketers, in particular, should be wary of vendors who promise silver bullets.  Why?  What About Quality Assurance?

Marketing AI 109

Marketing AI Demand Paid Search Agency Content 109

KoMarketing Associates

MAY 28, 2015

As I sat down to write this column, I was excited to realize KPCB’s Mary Meeker just released the 2015 Internet Trends report (20 years after the inaugural “The Internet Report” was first published in 1995). 60% of CMO’s believe the role of culture is “very influential” in enabling the brand experience. source ).

Advertising Benchmark 120

Advertising Benchmark Statistics B2B Marketing Paid Search Agency 120

ViewPoint

MARCH 27, 2014

Co-hosts Paul and Allan tee up the show by discussing several hot news items relevant to the B2B market - Here’s what they noshed on, on Episode #5: According to the latest CMO Survey, 85% of CMOs either have not shown any impact from social media spending or have only a qualitative sense of its effectiveness.

Social Media 120

Social Media Work Management Marketing Management Media 120

Webbiquity

NOVEMBER 27, 2018

BizBash , the leading publication for event professionals in North America, recently published its list of the Top 500 People in Events , in various categories such as agencies, audiovisual / lighting design, and event education. Now here are three ideas the social network’s CMO and her marketing team may want to contemplate.

Paid Search Agency 216

Paid Search Agency Twitter Trade Show Social Networks 216

Martech

OCTOBER 5, 2022

“The digital execution gap is wider than it’s ever been and gets wider every day,” Kirsten Allegri Williams, CMO of Opticon, told media and analysts at Opticon, Optimizely’s conference in San Diego this week. Twitter wall at Opticon.

Digital Asset Management 100

Digital Asset Management Enterprise Management CMS Development Work Management 100

Stevens & Tate

MARCH 2, 2020

Facebook is making it easier for advertisers to measure ad performance across accounts, channels, and publishers. B2B buyers consume an average of 13 content pieces before deciding on a vendor. It also shows how critical the vendor website is in the buying process. The survey included a relatively small pool of CMO consultants.

Trends 59

Trends Planning Paid Search Agency ROAS 59

Leadspace

JANUARY 4, 2017

So, the last five months of the year, I’ve published, blogged, tweeted, posted, emailed, key-noted, panel spoken, commented, and so forth a lot on this exciting new transition. The CMO must figure out how to reach their customers via the influencers in an analytical, automated, data-driven way. Real-time content/offer management.

Enterprise Management 116

Enterprise Management Paid Content Marketing Management Marketing Automation Services 116

Kabbage

NOVEMBER 29, 2016

Over the span of the year the number of MarTech vendors has nearly doubled, over $1 billion in venture capital has been invested in marketing technology, and marketing budgets have grown exponentially (“ Walker Sands State of Marketing Technology 2017 Closing the Gap Between Martech Innovation and Adoption,” 2016 ).

Trends 183

Trends Planning Top of Funnel Marketing Budget 183

Convince & Convert

JANUARY 29, 2014

Eric Cosway, EVP/CMO (and our tour guide), introduced us to a charming woman who sat there and proudly announced that when you call Quantum Digital, you will always speak with a real person. Copyright (c) 2014 by the author and reprinted by permission of Palgrave Macmillan, a division of Macmillan Publishers Ltd. Where and When.

Paid Search Agency 152

Paid Search Agency Advertising Agencies Copyright Marketing & Strategy 152

Hubspot

MARCH 27, 2014

According to an article published by The Wallstreet Journal , the average tenure of a CMO is now 45 months, nearly double the average tenure in 2006, when it was just 23.2 Sorofman describes these individuals as "digital CMOs," the folks who are leading corporate entities from their analog pasts to data-driven, cross-platform futures.

CMO 28

CMO Enterprise Management Work Management Marketing Management 28

Contently

SEPTEMBER 10, 2020

It gives us an opportunity to talk to publishers and brands, and connect with them on topics that are most relevant for them. It seems this year every CMO is talking about the importance of empathy, authenticity, transparency, that sense of brand purpose in their marketing. But sometimes it feels a little bit hollow.

Work Management 114

Work Management Marketing Management Branding Brand Identity 114

ANNUITAS

FEBRUARY 24, 2015

Regalix Research recently published their State of B2B Marketing 2015 report. Today’s sophisticated buyers have more options than ever before, more ways to access information and want to have relevant conversations with vendors. Increase Leads Generated: 65%. Increase in Sales: 63%.

Correlation 100

Correlation Demand Generation Marketing & Strategy B2B Sales 100

6sense

DECEMBER 8, 2021

And in CMO Coffee Talk, a community of 500+ marketing leaders I help moderate, many CMOs are realizing that, while sponsoring trade shows, conferences, and events has long been a mainstay of our marketing strategy, there’s a lot we’d change if we could. Offer discounts to vendors who participate in sustainable practices (e.g.,

Ideal Customer Profiles 62

Ideal Customer Profiles Lead Ranking Personalization Lead Scoring 62

ClickZ

JANUARY 13, 2020

The ecosystem of publishers, media agencies, brands and their tech stack, was very misaligned and operating in silos from a data transparency standpoint. But in a market that is constantly getting saturated by vendors, how is Convertr looking to stand out? Emma says: “We saw a huge gap in the market. Leading by example.

Privacy 61

Privacy Work Management Privacy Policies Marketing Management 61

Walker Sands

AUGUST 1, 2022

That’s fine, but often you never really get to (unless you push for it) talk to a brand, a publisher or a client about actually using or testing whatever “X” thing is. Based on what you’ve said, it doesn’t seem like you need a CEO or a CMO source, but is that true? Clients always push a pitch over the edge.

Work Management 52

Work Management Marketing Management Media Paid Search Agency 52

SmartBug Media

SEPTEMBER 6, 2019

By the time the average B2B buyer connects with any particular vendor, they’re already more than 70 percent of the way through the Buyer’s Journey —and 67 percent of that journey is digital. We would, however, highly recommend connecting with your vendor(s) of choice directly to identify who would best suit your needs.

Intent Data 79

Intent Data Marketing AI Intent Bombora 79

Biznology

APRIL 2, 2015

In preparing my new book on the subject—to be published in June of 2015—I had a chance to speak to a variety of brilliant thinkers about where things are headed. Derek Slayton, CMO of NetProspex, points out that new technologies can only take B2B marketers so far. Here are some of their predictions. Sales and marketing symbiosis.

B2B Marketing 80

B2B Marketing B to B Marketing Management Paid Search Agency 80

Bionic

NOVEMBER 1, 2021

In January and February 2021, The CMO Growth Council of the Association of National Advertisers (ANA) surveyed members of the ANA Media Leadership and Digital & Social Media Committees. In May 2021, the ANA published the results in their “ Media KPIs That Matter ” report. The ANA’s Media KPIs That Matter Report.

ROAS 85

ROAS Media Advertising Agencies Paid Search Agency 85

KoMarketing Associates

SEPTEMBER 14, 2013

I had the opportunity to speak with Michael Ni , CMO/SVP, Marketing and Products, of Avangate , an e-commerce platform designed for the software and cloud service markets, about the evolution of B2B e-commerce and the need for B2B marketers to establish true business to individual (B2i) connections.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Top of Funnel 120

Customer Experience Matrix

MARCH 29, 2017

They haven’t published the figures for marketing in particular but did graciously provide them to me with permission to reprint them here. One reference point is the known revenues of martech vendors. Even if there are ten other vendors as large as Adobe, the top ten would have just a 20% share of the $82 billion.

Enterprise Management 120

Enterprise Management Work Management Spending Marketing Management 120

Contently

AUGUST 29, 2016

It also helps maintain relationships with vendors, agencies, and suppliers, and can help facilitate corporate communications and build company culture. Chase’s ambitious News and Stories content center is championed by Chief Brand Officer Susan Canavari, and its editorial board is chaired by CMO Kristin Lemkau.

Ad Building 85

Ad Building Paid Search Agency Thought Leadership Content 85

Convince & Convert

MARCH 29, 2016

So I can certainly agree that customer experience shifts customer preference (and just published my own book that touches on the theme ). The irony was thick when vendors at Adobe Summit spammed the hashtag with marginally relevant tweets DURING a keynote on the need for personalized marketing and better customer experiences.

Paid Search Agency 113

Paid Search Agency Companies Budget Programs Advertising Agencies 113

Biznology

SEPTEMBER 25, 2015

Martyn had just left his post at Mitel, where he was CMO and Chief of Staff. You may remember Martyn from his instructive Diary of a CMO , published by Direct Marketing News in 2013. Winning at ZMOT means knowing the key words and phrases that your customers use, instead of what we as vendors use to describe our products.

B2B Marketing 80

B2B Marketing Work Management Marketing Management B2B 80

chiefmartech

JUNE 12, 2017

When I published Cisco’s marketing tech stack earlier this year, which illustrated 39 different technologies they use in marketing, some people claimed that was way too many. Resistance to vendor lock-in is now a top 3 criteria. But in aggregate, marketers use a ton of them. A few points worth making: 1.

Enterprise Management 88

Enterprise Management Marketing Management Service Budget Programs 88

6sense

AUGUST 28, 2021

And in CMO Coffee Talk , a community of 500+ marketing leaders I help moderate, many CMOs are realizing that, while sponsoring trade shows, conferences, and events has long been a mainstay of our marketing strategy, there’s a lot we’d change if we could. Offer discounts to vendors who participate in sustainable practices (e.g.,

Ideal Customer Profiles 48

Ideal Customer Profiles Lead Ranking Personalization Lead Scoring 48