Martech

SEPTEMBER 14, 2023

We live in a peer-bound world,” says Chandar Pattabhiram, CMO for business spend management platform Coupa. Whether you’re buying cars, software, or any other category, buyers are influenced more by their peers than by the vendor themselves.” to 2.9%) than the previous year, according to a Duke CMO survey.

Marketing Analytics Tools 113

Marketing Analytics Tools Marketing Budget Enterprise Management Work Management 113

Martech

NOVEMBER 22, 2022

Department of Defense (DoD) to evaluate its vendors’ ability to deliver on software development projects effectively. More recently, martech vendors (and consulting firms) have embraced and invented various self-serving maturity models to help them sell more software and services. It’s the hole, not the drill.

Work Management 116

Work Management Marketing Management Planning Vendors 116

Only B2B

FEBRUARY 11, 2024

Second-Party Intent Data: Imagine partnering with non-competitive companies to exchange relevant audience data. Must Read: Virtual Prospecting with Intent Data Third-Party Intent Data: This involves purchasing data from external vendors who gather intent signals from various sources. Must Read: How to Collect B2B Intent Data?

Intent Data 62

Intent Data Intent Work Management Marketing Management 62

Rollworks

MARCH 27, 2019

Before you commit to a long-term ABM strategy, ask your ABM vendor these questions. Not all account-based marketing vendors are created equal and since most B2B deals can take months (if not years) to close, it’s important to figure out exactly what you’re getting with that expensive ABM contract. ' Click To Tweet.

Account Based Marketing 40

Account Based Marketing Vendors ABM Marketing Budget 40

Rollworks

MARCH 27, 2019

Before you commit to a long-term ABM strategy, ask your ABM vendor these questions. Not all account-based marketing vendors are created equal and since most B2B deals can take months (if not years) to close, it’s important to figure out exactly what you’re getting with that expensive ABM contract. ' Click To Tweet.

Account Based Marketing 40

Account Based Marketing Vendors ABM Marketing Budget 40

Martech

AUGUST 18, 2021

One of the best ways you can help your customers is to show them relevant messages that incorporate your customer data. 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. Read more here. Why we care.

Work Management 126

Work Management Marketing Management Paid Search Agency Advertising Agencies 126

Martech

JULY 28, 2021

There was little consolidation in the space, with independent start-ups outperforming the bigger vendors, and almost two dozen of them dominate the market today. Similarly, independent CDPs generally have a multi-year lead over the big vendors — Adobe, Oracle, Salesforce and SAP — all of which have been playing catch-up.

Enterprise Management 112

Enterprise Management Marketing Management Advertising Agencies Demand Generation 112

Martech

FEBRUARY 2, 2024

” “What do I need to consider when choosing a vendor for marketing technology solutions?” User satisfaction and suggestions Feedback has been largely positive, with accolades for MarTechBot’s accuracy and relevance. Prompts: “What are the essential steps to implement a new marketing technology?”

Marketing AI 99

Marketing AI Marketing Management Marketing Automation Services Planning 99

Top Rank Marketing

DECEMBER 8, 2023

MarketingCharts What Makes Vendor Content ‘High Value’ for B2B Buyers? Thank you for taking the time to be with us for this week’s Elevate B2B Marketing News, and please return again next Friday for another array of the most up-to-date and relevant B2B and digital marketing industry news.

Newsletter 97

Newsletter B2B Marketing Linkedin Studies 97

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. Personalization is a must, Helene says.

Advertising Agencies 127

Advertising Agencies Marketing Analytics Tools Mobile Advertising Paid Search Agency 127

The Point

MAY 9, 2017

Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. With ABM, it’s no longer good enough to deliver segment-based messaging (for example, healthcare) – marketers need to be able to deliver messaging that is relevant and timely for individual accounts (e.g.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

6sense

AUGUST 3, 2016

Last week, 6sense VP of Product Amar Doshi hosted Business Online Director of Analytics Eric Ramos for a webinar, The 5 Priorities of the Data-Driven CMO , that reviewed this well known but not always well-explored topic. What they want is a seamless experience that is relevant to their business needs.

CMO 48

CMO Enterprise Management Lead Ranking Work Management 48

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. Define the intent data. Act on buyer interest data. Learn more here.

Top of Funnel 111

Top of Funnel Account Based Marketing Ideal Customer Profiles Generation 111

Marketing Insider Group

SEPTEMBER 9, 2020

As a CMO or director of digital marketing, you can use a handful of B2B marketing metrics to answer them. Identify the relevant data and statistics to accurately measure your marketing success or you’ll miss the opportunity for improvement and growth. How much is marketing contributing to revenue?

Cost per Lead 260

Cost per Lead ROMI CPL Churn Rate 260

LEADership

JUNE 9, 2015

As Jacqueline Parkes, CMO of Major League Baseball says, “We celebrate that there is no off-season anymore. We look at new and dynamic ways to engage with our consumers…” Ranked #1 on the Forbes list of ‘50 Influential CMOs on Social Media’, Parkes has transformed MLB’s marketing strategy. Leave me a comment.

CMO 40

CMO Peer-to-peer Multi-Channel Thought Leadership 40

Martech

MAY 31, 2023

by Latané Conant An excellent book about B2B and account-based marketing, it is the foundation of 6sense’s product certification program, which makes sense as Conant is the CMO there. Workbooks Some vendors provide relevant workbooks. No Cold Calls.’ Making Sense of Martech” with Juan Mendoza. OpsCast” from MO Pros.

Work Management 100

Work Management Viral Marketing Marketing Management Cold Calling 100

Velocity Partners

APRIL 9, 2024

You can see it in falling CMO tenure. 60-70% of your content is never used because Sales doesn’t see the relevance. They’re hemorrhaging money in a street fight with other vendors. You can see the results of this in the growing lack of trust between sales and marketing teams. And they’re not saying nice things about Marketing.

Sales Management 78

Sales Management Top of Funnel B2B Lead Ranking 78

Martech

MAY 10, 2022

When Rowan Tonkin joined Planful as CMO three years ago, he faced two main challenges. Last year, Forrester reported that about 90% of 650 tech buyers surveyed want vendors to provide content that’s relevant at every stage of the buying journey. I probably buy the most technology out of any buyer here at Planful.

Buying Cycle 82

Buying Cycle Intent Ideal Customer Profiles Planning 82

Metadata

NOVEMBER 17, 2021

This may sound cynical, but I blame software vendors for “ABM” being ill-defined. For the past 15-plus years, we’ve simply let ABM vendors define the ABM category. When you’re spending ad dollars, you need to be sure they’re only getting in front of the relevant people within an organization. And guess how they defined it?

Account Based Marketing 98

Account Based Marketing ABM Enterprise Management Work Management 98

ClickZ

AUGUST 22, 2020

So it’s basically, “Bon appetite” if you can serve up some great, relevant, tasteful content that will attract more positive impressions, purchases, and digital footprints to your ecommerce business. Key Insights: Top 12 Marketing technologies, budgets skyrocket, and why B2B vendors lost business. What makes a successful modern CMO?

eCommerce 126

eCommerce Trends Business Social Media 126

Marketing Interactions

OCTOBER 15, 2021

Here are a few reasons why marketing deserves consideration, supported by research: 47% of CEOs say CMOs most critical role is to grow the business ( Boathouse CMO Insights ). 76% of CMOs are responsible for business growth – either directly or as a shared responsibility (Capgemini). Edelman/LinkedIn ).

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

Martech

SEPTEMBER 16, 2022

Increasingly, delivering a good customer experience means delivering relevant, personalized content to customers in a way that works for them. That means scaling content so it’s always fresh, relevant and personalized across the many touchpoints consumers use when interacting with businesses. Consumers respond to this approach.

Digital Asset Management 128

Digital Asset Management Paid Content Work Management Marketing Management 128

Martech

AUGUST 23, 2023

Other challenges included managing the costs of multiple platforms, discerning genuine vendors from transient ones and the constant need to stay updated with the rapid technological evolution in the martech landscape. Many martech vendors offer trial periods, allowing businesses to gauge a tool’s fit and effectiveness.

Work Management 94

Work Management Marketing Management Digital Transformation Customer Satisfaction 94

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

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. We’re also applying AI to recommend imagery most relevant to that persona for inclusion in the content.  Why?  Something has to give.Â

Marketing AI 110

Marketing AI Demand Paid Search Agency Content 110

Martech

JULY 22, 2021

Former Salesforce CMO Buscemi joins Clari Board. Stephanie Buscemi, who rose to be EVP and CMO at Salesforce, leading a team of 1,700, and moved on in March 2021 to become CMO at data infrastructure vendor Confluent, is adding new responsibilities to her portfolio. Clients include Okta, Adobe, Workday and Zoom.

Resource Management 109

Resource Management Enterprise Management Marketing Management Ad Exchange 109

ANNUITAS

DECEMBER 20, 2018

Context will join content at the throne as marketers acquire the insights they need to optimize distribution and show up in more relevant ways. Although your CMO probably won’t be replaced anytime soon, marketers edged further into the realm of AI with technologies like personalization engines in 2018.

Demand Generation 140

Demand Generation Account Based Marketing Demand Marketing AI 140

Top Rank Marketing

AUGUST 14, 2023

While there’s temptation to pass that saying off as a cliche, “research from Google and CEB has found that B2B customers are significantly more emotionally connected with their vendors and service providers than consumers.” Or you might meet someone from a vendor or an agency during the many networking events.

B2B 93

B2B Advertising Agencies Paid Search Agency Co-Registration 93

Webbiquity

FEBRUARY 16, 2016

The CMO Survey ). The CMO Survey ). The CMO Survey ). The CMO Survey ). B2B brands that build consumer relevance reap significant business benefits. The CMO Survey ). 80% of B2B decision makers visit vendor-independent communities, vendor-sponsored forums, and LinkedIn at least monthly for business purposes.

Stats 110

Stats Social Media Marketing Automation Services B2B Marketing 110

KoMarketing Associates

MAY 28, 2015

In the meantime, here are several other key B2B performance benchmarks to consider and inspire, loosely organized by topical relevance. 68% of business owners believe outside reviews (done by some person or entity not related to the company) are the most important indicator of whether or not they can trust a new B2B vendor.

Advertising Benchmark 120

Advertising Benchmark Statistics B2B Marketing Paid Search Agency 120

Heinz Marketing

OCTOBER 12, 2020

How Prospecting has Changed in 2020” and our guest is Eric Quanstrom , CMO at CIENCE Technologies. I think that number one, outbound works because it’s taking a very specific targeted approach to having a vendor solution provider services based company that wants to land a specific logo or specific logos going forward.

Top of Funnel 127

Top of Funnel Work Management Marketing Management Cold Calling 127

Biznology

AUGUST 11, 2016

Xerox CMO John Kennedy mentioned that they are using LinkedIn to share content with their followers. Wiley’s CMO, Clay Stobaugh, mentioned that they’re focused on sponsored updates and sponsored Inmails, since they are getting amazing click-through rates. He’s just focused on leads and getting people into the funnel.

Linkedin 80

Linkedin Top of Funnel Marketing Automation Services Sales Qualified Leads 80

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

Kaon

JANUARY 8, 2016

Neither of them spoke for at least 30 seconds, and then the CMO asked: “Is that why sales declined this last year?” And we know that the customer is actively progressing through the vast majority of the purchasing cycle (or customer journey) without the vendors. ” Silence all around.

Differentiation 100

Differentiation Trade Show Interactive Marketing CMO 100

Strategic-IC

MARCH 3, 2023

Without an account focus, you’re simply doing marketing – and often, without that relevant focus, it’s the kind that fails to resonate, engage or capture the decision-makers who matter. ISV (independent software vendor) partnerships are an ABMer’s best friend. What is ABM without the customer? The answer: nothing.

Account Based Marketing 62

Account Based Marketing ABM Work Management Marketing Management 62

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

PathFactory

AUGUST 15, 2022

On a daily basis, your customers are interacting with people who could be interested in the solutions you have to offer—and this communication is happening in circles you don’t have access to as a vendor. Still, it must be done in a relevant and timely fashion with respect to their journey. How to get started with Customer Marketing.

Marketing Budget 52

Marketing Budget Work Management Marketing Management Peer-to-peer 52