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. And then selecting the vendor to help solve it .

CMO 62

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

Modern B2B

MARCH 9, 2023

We can either be fiddling around fixing our technology, for which the business won’t thank us, or we focus on campaigns, which by definition will be suboptimal, but at least we’ll be actually feeding the sales teams. The second thing is where to go for advice, that’s impartial and not tied to just one vendor.

CMO 52

CMO Marketing Automation Services Demand Generation Agencies Allocation 52

ANNUITAS

DECEMBER 11, 2023

But whether we are talking about well-thought-out ‘growth marketing’ programs or haphazard ‘inside-out,’ interruptive go-to-market tactics, random acts of marketing and sales are at a breaking point. Our ability to succeed through haphazard marketing and sales acquisition efforts is rapidly coming to an end.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

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

Martech

AUGUST 28, 2023

Dig deeper: Data analytics: Your stack’s past and limitations Colosante said the skills shortage is because no one — neither the vendors nor the marketing organizations — is teaching people how to use the new technology. At 18 months CMOs have the briefest tenure of any C-suite office. Currently, “99.9% Currently, “99.9%

Marketing Management 98

Marketing Management Paid Search Agency Marketing Automation Services Gartner 98

ClickZ

DECEMBER 10, 2019

It is essential for technology vendors to work closely with an organization during the first couple of months of implementation. Colleen Scollans began her career at Oxford University Press (OUP) in the sales department before going on to head up OUP’s US-based marketing department, where she managed a team of nearly three hundred marketers.

Work Management 83

Work Management Press Marketing Management CMO 83

Martech

NOVEMBER 9, 2023

As a vendor, many of us have seen our clients’ marketing budgets slashed in 2023. For established vendors, servicing debt is getting very expensive. Watch for that to also have an impact on vendor financial viability in 2024. CMOs who have become “data-driven” must now become performance-driven.

Marketing Management 117

Marketing Management Marketing Budget Budget Programs Vendors 117

Webbiquity

NOVEMBER 8, 2022

With social proof, prospective customers get an in-depth look at a product or service without wading through direct marketing or sales-focused copy. For example, bias : we presume that a friend or even an online stranger will provide us with a more unbiased evaluation of a product or service than a salesperson employed by the vendor would.

Paid Content 346

Paid Content Social Marketing Paid Search Agency Advertising Agencies 346

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. Eric highlighted very impressive results and tight alignment with sales – a key determinant of ABM success.

Account Based Marketing 328

Account Based Marketing ABM Work Management Marketing Management 328

Modern B2B

JANUARY 30, 2024

Strategy first, tech second As a starting point, CMOs are adopting the underlying principle that the business strategy and processes should dictate the technology and not the other way around. Metrics can aid the decision-making process as outlined by one CMO. The same can be said for the use of artificial intelligence (AI).

Work Management 80

Work Management Marketing AI Marketing Management B2B 80

Martech

SEPTEMBER 14, 2023

Executives can also convince themselves that sales will provide enough “air cover.” Even the most successful sales teams, with the best incentive plans, cannot fill the gap when marketing is constrained, let alone deliver the customer experience and convince the audience of brand value.

Marketing Analytics Tools 132

Marketing Analytics Tools Marketing Budget Enterprise Management Work Management 132

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

Top Rank Marketing

AUGUST 16, 2023

Sales growth is down for B2B products. Product growth slows as ad spend rises A forecast from Insider Intelligence found that B2B product sales growth is at just 3.4% The research shared “a notable trend toward retention and cross-sell/up-sell plays, as prior experience with the vendor jumped from 25% in 2022 to 40% in 2023.”

B2B Marketing 93

B2B Marketing Paid Search Agency Terms and Conditions Advertising Agencies 93

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. Come see what''s working.

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 122

Enterprise Management Work Management Marketing Management Industry CMS 122

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 98

Vendors Peer-to-peer Buy Paid Search Agency 98

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 41

CMO Peer-to-peer Work Management Marketing Management 41

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

Vision Edge Marketing

DECEMBER 15, 2020

Most business leaders and Marketing and Sales professionals today understand the impact that peer reviews and stories make on the customer bying journey, including the B2B purchase journey. B2B buyers complete the majority of their research, outreach, and evaluation during the first three months of the sales cycle.

Peer-to-peer 285

Peer-to-peer Buy Sales Cycle B2B Sales 285

Martech

MARCH 18, 2022

Brenner came to marketing from sales. “[M]ost I sold what was ‘in the sales bag.’” The CMO can be held accountable for the spend, but he must be able to speak to the CEO in terms they can understand. Marketing is about measuring customer engagement, not the repetition of a message, and showing how that drives sales.

ROI 127

ROI Paid Search Agency Advertising Agencies Planning 127

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

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. In addition, 67 percent utilize the channel every day.

Social Media 138

Social Media Marketing Report Social Marketing Media 138

ClickZ

SEPTEMBER 16, 2020

Getting swept up in the excitement of martech rather than a detailed capability and vendor fit audit. Since then, as a CMO and a consultant , I have led numerous martech projects where this framework, and the associated methodologies and guidance, have been core to my approach. It is led by the CMO. Wrong tool selection.

Work Management 145

Work Management Marketing Management Planning Paid Search Agency 145

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? Click here to download! Who will use the platform? What are our reporting needs?

Enterprise Management 106

Enterprise Management Work Management Marketing Management Analytics 106

Martech

JULY 23, 2021

I have been to countless vendor conferences,” I told the room, “at which I heard how their solutions could create seamless, delightful customer experiences. Adam New-Waterson has a CMO role (at Stack Moxie) but he speaks from an operations perspective. “We Lake Lanier Islands: Location for Summer Camp. I’m doing something over here.

Order 117

Order Marketing Automation Services CMO Marketo 117

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. Tricia Gellman continues as CMO. Read more here. Neustar launches Fabrick Impact Assessment diagnostic tool . Why we care.

Work Management 129

Work Management Marketing Management Paid Search Agency Advertising Agencies 129

Velocity Partners

APRIL 9, 2024

At most B2B companies, the marketing/sales relationship has taken a wrong turn. You can see the results of this in the growing lack of trust between sales and marketing teams. You can see it in falling CMO tenure. 60-70% of your content is never used because Sales doesn’t see the relevance. It’s a profit windfall.

Sales Management 79

Sales Management Top of Funnel B2B Lead Ranking 79

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 109

Work Management CMS Development Marketing Management Ad brokers 109

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. We do most of our shopping online before we even start talking to sales reps,” said Tonkin.

Buying Cycle 98

Buying Cycle Intent Ideal Customer Profiles Planning 98

Martech

AUGUST 19, 2022

Inadequate vendor/product due diligence. The CMO and CTO didn’t have much in common a decade ago. Today, with the cloud, data-driven marketing, mobile, e-commerce, cybersecurity, and untethered consumers who move faster than every brand they engage with, CMOs often spend more on technology than their CTO colleagues.

Enterprise Management 115

Enterprise Management Work Management Marketing Management Marketing Budget 115

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. The end goal of marketing remains consistent even if the processes are continually evolving – generate leads, boost conversion rates, and increase sales pipelines in the shortest time and most cost-effective manner. .

Cost per Lead 258

Cost per Lead ROMI CPL Churn Rate 258

PathFactory

MAY 24, 2023

According to actual customers, PathFactory is being used across the entire buyer journey from top-of-funnel marketing , to ABM , through the sales cycle and supporting customer adoption and retention. The value can be experienced by the entire Go-to-Market team.

Marketing Analytics Tools 52

Marketing Analytics Tools Advertising Agencies Top of Funnel Buyer's Journey 52

xiQ

JUNE 29, 2021

Redwood City, California, June 29, 2021- xiQ , an AI-powered B2B sales and marketing platform, has been named a Cool Vendor in Technology Marketing 2021 by Gartner Inc. Whereas a report for a CMO may include insights that show an influencing personality that appreciates collaboration. All rights reserved.

Gartner 62

Gartner Vendors Account Based Marketing ABM 62

xiQ

JUNE 29, 2021

Redwood City, California, June 29, 2021- xiQ , an AI-powered B2B sales and marketing platform, has been named a Cool Vendor in Technology Marketing 2021 by Gartner Inc. Whereas a report for a CMO may include insights that show an influencing personality that appreciates collaboration. All rights reserved.

Gartner 62

Gartner Vendors Account Based Marketing ABM 62

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