Marketing Insider Group

AUGUST 10, 2020

When I recently interviewed Kathleen Schaub about the changes in marketing over her long tenure as both a CMO and the lead of IDC’s CMO Advisory Practice, she commented on what had changed most for marketing professionals. The concept of one-to-one or one-to-few marketing is hardly new.

Account Based Marketing 328

Account Based Marketing ABM Work Management Marketing Management 328

Seismic

APRIL 11, 2019

The struggles behind how to attribute credit to marketing , high rates of turnover in the position, and difficulty creating proper expectations lead to the belief that being a CMO is a shaky ground to stand on. When I joined Seismic, I had never been the CMO before. Here is why: Getting your hands dirty.

CMO 61

CMO Peer-to-peer Enterprise Management Work Management 61

ANNUITAS

DECEMBER 22, 2011

He was telling me about his organization, the relationship between sales and marketing, and what he knew needed to change to make his company more effective. When he concluded his assessment, I asked, “What does your CMO (his boss) think of all of this?” The need for CMOs to step-up has never been greater than right now.

CMO 100

CMO Peer-to-peer Vendors Gartner 100

ViewPoint

OCTOBER 10, 2011

Who is teaching the CMO how to sell? If you’re in sales, you might think this is an odd question or you might have a stronger, more visceral reaction to the question—“Marketing doesn’t sell, we do!” The line between sales and marketing is becoming more blurred every day. Who doesn’t want this?

CMO 120

CMO Marketing Automation Services Disintermediation Demand Generation Agencies 120

Smashmouth Marketing

NOVEMBER 20, 2013

The benefits of being here are endless: Technology - Aisles and aisles of vendors selling everything from big data (impressed by Tableau ), to sales productivity tools such as InsideSales.com , which Green Leads just implemented. Every bar and restaurant is overflowing with sales, marketers and geeks. It''s exercise!

CMO 100

CMO Lead Gen Vendors Conference 100

Martech

DECEMBER 23, 2022

Have you noticed how some marketing technology vendors constantly change the narrative around their products to suit their go-to-market du jour, especially those that have been around for a while? New sellers climb aboard, hoping to capitalize on the vendor’s latest model and make bank. What’s a CMO to do?

Enterprise Management 104

Enterprise Management Work Management Marketing Management Industry CMS 104

Only B2B

FEBRUARY 11, 2024

Let’s explore the three distinct types of intent data to drive you to sales: 1. You’ve turned a hesitant browser into a sales-ready lead. 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.

Intent Data 62

Intent Data Intent Work Management Marketing Management 62

Velocity Partners

APRIL 9, 2024

At most B2B companies, the marketing/sales relationship has taken a wrong turn. The fact that they’re ignoring most MQLs while sourcing their own leads should tell you something is drastically wrong. The fact that they’re ignoring most MQLs while sourcing their own leads should tell you something is drastically wrong.

Sales Management 78

Sales Management Top of Funnel B2B Lead Ranking 78

KoMarketing Associates

APRIL 1, 2020

The February 2020 edition of “The CMO Survey” revealed that more customers place an emphasis on trusting relationships with vendors when it pertains to business, outpacing factors such as superior innovation, product quality, and low price. How do B2B marketers build trust in today’s digital marketing environment?

Trust Marketing 180

Trust Marketing Marketing Management B2B Marketing Ad Building 180

Marketing Insider Group

SEPTEMBER 9, 2020

Leaders are looking beyond engagement numbers and qualified leads. As a CMO or director of digital marketing, you can use a handful of B2B marketing metrics to answer them. Qualified Lead Rate. Leads are businesses with an interest in your services or products, which have the potential to be paying clients.

Cost per Lead 258

Cost per Lead ROMI CPL Churn Rate 258

Martech

SEPTEMBER 14, 2022

B2B decision-makers in the market for software, including marketing technology solutions, have less patience with vendor interactions and increasingly look to buy from third-party marketplaces and re-sellers. Detailed findings. There was a smaller increase in preference for value-added resellers. A lack of trust. Get MarTech! In your inbox.

Vendors 83

Vendors Peer-to-peer Buy Paid Search Agency 83

Heinz Marketing

JULY 17, 2018

Heinz Marketing hosts a quarterly CMO roundtable breakfast in Seattle. Our latest breakfast included CMO’s and marketing VP’s from some of the largest tech, rapid growth startups and established companies in the Seattle area. Sales Alignment – A common theme – sales leadership lacks sophistication. More leads?

CMO 40

CMO Peer-to-peer Work Management Marketing Management 40

KoMarketing Associates

SEPTEMBER 19, 2018

Mission Control Marketing recently published the “Which Marketing Channels Lead to Sales? The 2019 Definitive Guide for Building a Marketing Strategy that Influences B2B Sales” report and found that 70 percent of marketing executives now use social media for business purposes.

Social Media 138

Social Media Marketing Report Social Marketing Media 138

Martech

AUGUST 19, 2022

It can also be costly and frustrating without the right martech consultants to lead strategic and tactical road mapping and execution. Inadequate vendor/product due diligence. Although these skills are essential, I’m referring to the ability to build, lead, and work on cross-functional teams across an organization.

Enterprise Management 107

Enterprise Management Work Management Marketing Management Marketing Budget 107

Martech

FEBRUARY 19, 2022

Explore platform capabilities from vendors like CallRail, Invoca, CallSource, DialogueTech and more in the full MarTech Intelligence Report on enterprise call analytics platforms. Are we optimizing inbound phone calls as a sales or lead-generating channel? How much of our revenue (if any) do we attribute to inbound phone leads?

Enterprise Management 95

Enterprise Management Work Management Marketing Management Analytics 95

ClickZ

SEPTEMBER 16, 2020

While there are many reasons for low adoption and under-utilization, the top eight tend to be: Leading with technology before strategy. Getting swept up in the excitement of martech rather than a detailed capability and vendor fit audit. It is led by the CMO. Form the foundation for vendor RFPs and evaluations.

Work Management 145

Work Management Marketing Management Planning Paid Search Agency 145

Martech

MAY 10, 2022

When Rowan Tonkin joined Planful as CMO three years ago, he faced two main challenges. This required a complete shift in culture, moving away from marketing metrics that focused on leads to metrics that focused on improving reach and engagement with in-market accounts. A different kind of B2B buyer. That’s true of our space too.

Buying Cycle 84

Buying Cycle Intent Ideal Customer Profiles Planning 84

Martech

JULY 27, 2021

A fascinating LinkedIn article by Real Story Group’s Tony Byrne suggests that Sitecore, the digital experience platform and vendor hub is making a major change of course. At the recent MO Pros Summer Camp, she had told me: “I do think you’re going to see these multifaceted, multi-talented leaders of marketing ops step up to that CMO role.

Work Management 107

Work Management CMS Development Marketing Management Ad brokers 107

Martech

JULY 30, 2021

But more times than not, the relationship isn’t just about the sale. This is according to Acquia CMO Lynne Capozzi, some of whose thoughts are below. Educating your customers takes things beyond that quick sale. There’s more on the line. As author Nassim Nicholas Taleb would have it , there’s “skin in the game.”.

Advertising Agencies 111

Advertising Agencies Work Management Paid Search Agency Marketing Management 111

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. He was willing to provide the sales team one of six choices: 200,000 targeted contacts (name and title) in the right vertical (no email addresses). The CMO came up with these options because he was fed up.

Sales Qualified Leads 136

Sales Qualified Leads Lead Generation Lead Scoring Lead Ranking 136

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. Earlier this year, he launched The B2B Content Agency to provide clients with buyer research, message strategy and insight-lead sales narratives. What could be more fundamental to sales results?

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

ClickZ

AUGUST 22, 2020

Ecommerce is playing even more of a crucial role to cover up for instore sales drops with: . According to leading streaming media intelligence, Conviva’s ‘ State of streaming Q2 2020 ’ report, there has been a global increase in viewing time which, by device rose 63% from Q2 2019 to Q2 2020. What does lead generation look like in 2020?

eCommerce 126

eCommerce Trends Business Social Media 126

B2B Digital Marketer

MARCH 3, 2022

Learn what makes a CMO highly successful and become the top performer in your market. Nowadays, a CMO is required to have more than just the average skill set. Being a high-growth CMO is a challenging role. A CMO must be able to lead their team, set and achieve goals, increase revenue, and more.

CMO 52

CMO Startups Lead Ranking B2B Sales 52

Marketing Interactions

OCTOBER 15, 2021

While the events I’ve attended and material I’ve read tend to apply the focus on sales as the central pivot for RevOps, I find that approach distracting for sales and a discredit to B2B marketers. 76% of CMOs are responsible for business growth – either directly or as a shared responsibility (Capgemini).

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

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.” Journeys that originate at a review site often lead to deals of higher value too. .

Ideal Customer Profiles 102

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

Heinz Marketing

MAY 16, 2022

If you’re not already subscribed to Sales Pipeline Radio , or listening live every Thursday at 11:30 a.m The show is less than 30 minutes, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. how CMOs can avoid common pitfalls through innovation.

Top of Funnel 82

Top of Funnel Lead Scoring Lead Ranking CMO 82

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. Sales teams record and track scores of data points in CRM tools. Data is coming at us from all sides today.

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. 3 ways marketing and sales teams can generate buyer interest.

Top of Funnel 110

Top of Funnel Account Based Marketing Ideal Customer Profiles Generation 110

Webbiquity

JULY 27, 2021

According to Gartner’s annual CMO Spend Survey, as reported by Laurie Sullivan in MediaPost , “Marketing budgets as a percentage of revenue fell to their lowest level in recent history…Marketing budgets as a proportion of company revenue fell from 11% in 2020 to 6.4% Virtual Events Will Play a Bigger Role.

CMO 205

CMO Gartner Budget Programs Spending 205

Sword and the Script | B2B

APRIL 23, 2024

The two organizations teamed up to survey “sales and marketing executives at about 1,100 US software and cloud hosting companies.” Yet a new study by Bain and Google brings something new to the conversation. >>> Need an extra pair of hands?

Marketing Automation Services 73

Marketing Automation Services Budget Programs Marketing Budget Peer-to-peer 73

PathFactory

JUNE 13, 2023

George also declared that B2B CMOs should lead the charge on generative AI. It needs to be a C-suite strategy with thoughtful alignment across all CX/revenue functions, including marketing, sales, product, support, and success. I couldn’t help but clap when she gave her opinion.

Forrester 52

Forrester B2B Thought Leadership B2B CMO 52

NetLine

JUNE 22, 2023

The pain B2B demand gen marketing pros experience whenever sales fails to act on leads or dismiss them prematurely can be quite painful. Sales, conversely, pulls its collective hair out whenever marketing overpromises and underdelivers on quality buyer-level information.

Validation 97

Validation Sales Qualified Leads Marketing Automation Services High Quality Lead 97

Webbiquity

FEBRUARY 16, 2016

Lead generation is still a challenge. 68% of B2B marketers rank “generating high-quality leads” as their top priority for this year. But nearly 60% also rank this as their biggest challenge, and just 16% of marketers rate their lead generation efforts as “very” or “extremely” effective.

Stats 110

Stats Social Media Marketing Automation Services B2B Marketing 110

Convince & Convert

APRIL 12, 2016

But as important and as talked-about as CX is, there is a debate as to who should lead the charge—drive the CX bus, if you will. In my not-so-humble opinion, it should unequivocally be the CMO. ” For a CMO to lead the overall CX of a given brand, there are some principles they need to consider first.

Sales Qualified Leads 95

Sales Qualified Leads Lead Scoring Lead Ranking CMO 95

LEADership

JANUARY 13, 2015

CMO Spotlight: Jon Iwata, SVP, Marketing & Communications, IBM. In response to the great feedback on our CMO Spotlight Series in 2014, I’m happy to continue with it this year. It is up to the vendors to dig deep, identify the gaps and needs, and design custom solutions that solve real, cost-draining problems for their customers.

CMO 40

CMO B2B Marketing Demand Generation Agencies Planning 40

Martech

SEPTEMBER 16, 2022

Providing the content customers need when they’re ready for it ultimately leads to better outcomes for marketers. It’s often used as a top-of-the-funnel tactic to attract prospects and turn them into leads or customers. Still, it can also be used to nurture existing relationships and convert leads into customers.

Digital Asset Management 128

Digital Asset Management Paid Content Work Management Marketing Management 128

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. HubSpot, in addition to being a leading inbound marketing and sales platform, has long been a content powerhouse too, drawing customers and prospects to its blog and more recently its podcast channel.

Communities 143

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