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. We have come a long way from the “one-size-fits-all” and “spray-and-pray” marketing tactics of the past.

Account Based Marketing 328

Account Based Marketing ABM Work Management Marketing Management 328

Martech

AUGUST 18, 2021

Truly helpful marketing incorporates all of the technology you can call on to segment, personalize and automate your messaging. 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.

Work Management 129

Work Management Marketing Management Paid Search Agency Advertising Agencies 129

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. That’s because a decade ago, marketers were merely learning how to deliver automated nurture tracks to buyers at the segment level.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

Martech

AUGUST 10, 2021

As a journalist covering marketing and technology, I often have cause to look up a vendor or product I’ve not heard of before. One of our contributors filed a story this week containing one brief reference to a vendor with an unusual name. Scott Vaughan , CMO and growth accelerator.

Work Management 112

Work Management Marketing Management Marketing Analytics Tools Digital Marketing Funnels 112

Martech

OCTOBER 6, 2022

Optimizely is known as an experimentation engine, with its Web Experimentation and Feature Experimentation (formerly Full Stack) products enabling rapid iteration of multivariate tests against select audience segments. A full re-platforming on the Optimizely DXP left it accessible and optimized, said CMO Kevin Bobowski. Hardly agile.

Enterprise Management 97

Enterprise Management Work Management Marketing Management Digital Experience Platform 97

Webbiquity

NOVEMBER 27, 2018

But to get the platform back on a growth path, Twitter needs to keep key user segments energized. Event marketers in particular have been an active segment: virtually every live event, from 90-minute presentations to week-long conferences, now has its own hashtag. And it’s still the place to go for breaking news. Lots of things.

Paid Search Agency 216

Paid Search Agency Twitter Trade Show Social Networks 216

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. It’s almost an arms race to get to the buyer before the other vendors,” he said. “We

Buying Cycle 95

Buying Cycle Intent Ideal Customer Profiles Planning 95

Sword and the Script | B2B

APRIL 23, 2024

If you enjoyed this post, you might also like: The type of content B2B buyers say helps vendors win deals [study] The post 3 marketing motions successful B2B software companies do differently than peers appeared first on Sword and the Script. Yet a new study by Bain and Google brings something new to the conversation.

Marketing Automation Services 75

Marketing Automation Services Budget Programs Marketing Budget Peer-to-peer 75

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

Biznology

APRIL 10, 2017

This is the “flipped funnel” ABM model devised by Sangram Vajre , CMO of Terminus and founder of the #FlipMyFunnel community. Looking at the “Flipped Funnel” model shown here, imagine you’re a technology vendor and the buyer you’re trying to extend your reach to has a job title like “network operations manager.”

Account Based Marketing 126

Account Based Marketing Marketing Management Video Marketing Top of Funnel 126

Biznology

NOVEMBER 1, 2021

Once in place, companies avoid changing vendors as much as possible. Taking a page from consumer marketing, and their own experiences as buyers, some business marketers will look at loyalty programs—points, rewards, status and the like, on the assumption that this will be a way to further lock in their vendors and fend off competitors.

Loyalty 104

Loyalty B2B Marketing Lock-In B2B 104

ClickZ

JANUARY 29, 2020

While some companies may eliminate the title, that doesn’t mean the role of CMO will go away completely — it will just evolve, and maybe get a brand refresh. We had a chance to sit down with Lynne and spoke about her career journey, the changing role of the CMO, and her predictions for the martech industry in 2020.

Enterprise Management 70

Enterprise Management Work Management Marketing Management CMS Development 70

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 108

Digital Asset Management Enterprise Management CMS Development Work Management 108

Zoominfo

OCTOBER 5, 2021

Case in point: 40% of CMO Council members agree that improving GTM processes are top priority. A GTM strategy outlines these key areas ensuring that you have: Comprehensible Segmentation: Segmentation involves finding specific behaviors within buyers most likely respond to your brand’s messaging.

Enterprise Management 147

Enterprise Management Ideal Customer Profiles Marketing Analytics Tools Work Management 147

Modern B2B

JUNE 28, 2023

In the CMO’s new role, he’s seeking the same blueprint in order to guide and direct his next actions. His aim is to re-engineer the customer experience to ultimately drive revenue from a new market segment. Identify the technology vendors As part of the journey, it’s always good to document the vendors at each stage.

B2B Thought Leadership 52

B2B Thought Leadership Touchpoints Marketing Qualified Leads Lead Ranking 52

Heinz Marketing

MAY 16, 2022

If you are in the CMO Coffee Talk group, you’re likely to see Alan in the 8:00am ET call as well. And there’s obviously a lot of areas we could talk about, a lot of areas that you have covered in your career as a CMO, as an analyst, and now as a fractional CMO. They’ve not given you a dime. Alan : Exactly.

Top of Funnel 93

Top of Funnel Lead Scoring Lead Ranking CMO 93

ANNUITAS

DECEMBER 20, 2018

In 2019 and beyond, increased adoption of AI technologies will move marketers away from simplistic data segmentation tactics toward a more granular approach to data splicing in the name of hyper-personalization. Also, more than a third of consumers feel that their data had been used without their consent since the implementation of GDPR.

Demand Generation 140

Demand Generation Account Based Marketing Demand Marketing AI 140

DiscoverOrg

APRIL 20, 2017

Accurate data with expanded segmentation offers a more detailed picture of the market. In addition to lowering the cost of database maintenance by decreasing unnecessary bloat, marketing teams can consolidate vendors and negotiate lower pricing with fewer parties. Simple, practical market analysis. Improve sales productivity.

ROI 269

ROI Top of Funnel Ideal Customer Profiles Marketing Management 269

Marketing Interactions

JANUARY 19, 2020

While the decision maker may be involved during various activities, such as sitting in on a vendor demo or discussing options, the true engagement is likely with those on their team they’ve entrusted to do the work of evaluating and selecting a solution. Can you segment your database according to the personas you’ve identified?

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Launch Marketing

AUGUST 23, 2023

What key elements should a VP of Marketing job description contain to attract top-tier candidates? Previous Experience – Former experience and general knowledge of all facets of marketing is essential.

Marketing AI 116

Marketing AI Paid Search Agency Demand Generation Agencies Work Management 116

Sword and the Script | B2B

JUNE 27, 2023

Or perhaps there’s a savvy email that marketing can send that will help segment the list, narrow it down or prioritize who SDRs call first. A CMO will have 2-3 groups of SDRs turnover given the average CMO tenure. Perhaps there should be certain criteria that have been met before conference badges are scanned.

Statistics 54

Statistics Ideal Customer Profiles B2B Marketing B2B 54

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. The first step is segmenting the problem.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Top of Funnel 120

Porch Group Media

MAY 17, 2022

Adding a mover segment to an existing customer acquisition or retention program can dramatically improve effectiveness. Additionally, less than half of mover marketing users have consumer segment data, in-market shopping indicators, and property data. V12 provides pre-move insights 35% faster than other vendors on the market.

First-Mover Advantage 52

First-Mover Advantage Cost per Acquisition Allocation Work Management 52

Martech

FEBRUARY 28, 2022

But in all of my years in B2B, whether as a marketer, an agency person, a consultant or a fractional CMO, people have considered email an important channel but have overlooked its true potential for fulfilling company goals. A Forrester WAVE matrix of leading vendors is one. Many factors influence intent.

Marketing Automation Services 130

Marketing Automation Services Intent Marketing Automation Email Marketing 130

Content4Demand

AUGUST 17, 2021

Companies are using baseline intent data to know what their target markets care about, perhaps even by industry or by segment. This is especially common for vendors that only give surging intent. The way to prevent this problem is to make sure you’re working with a vendor who provides both types: baseline and trending intent.

Intent Data 98

Intent Data Intent Buy B2B Thought Leadership 98

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. The dark social happens when your customers are exchanging advice with their peers, or providing feedback on new solutions.

Marketing Budget 52

Marketing Budget Work Management Marketing Management Peer-to-peer 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

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

Convince & Convert

MARCH 29, 2016

My favorite part, however, was when he talked about the “purple cards” segment he incorporates into his live show at The Flamingo. 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

Porch Group Media

AUGUST 29, 2022

But there are many business verticals that should be looking at movers as a segment. I’m struck still at the frustration for marketers who are still just at the basic standpoint of, “Oh, I got a dataset of movers from this vendor, and now what do I do?”. We did a webinar with Jennifer Renaud , who is CMO of Masonite.

First-Mover Advantage 52

First-Mover Advantage Advertising Agencies Cable Marketing & Strategy 52

B2B Marketing Analytics

AUGUST 24, 2019

All these metrics are important but they do not help a CMO when she has to justify the biggest line items on her budget or demonstrate in QBRs the measurable impact on the pipeline that marketing organization is making. I am sure that every CMO, field marketing and event marketing leader can relate to this dilemma.

Event Marketing 40

Event Marketing Analytics Planning Marketing Automation Services 40

Porch Group Media

JULY 27, 2022

Jennifer Renaud , SVP and CMO of Masonite, has spent her career building brands at large enterprise companies like Microsoft and Oracle. It’s a time where people are far more thoughtful about it and understand the segmentation of the audiences. Meet Jennifer Renaud.

Purchase 52

Purchase First-Mover Advantage Enterprise Management Work Management 52

Aberdeen

SEPTEMBER 10, 2019

Now that tech providers are offering more granular targeting capabilities, the key to digital ad effectiveness will be having the data necessary to narrow your segments. Vendors promise all kinds of benefits and it’s up to you to understand how this valuable technology will actually fit into your marketing operations.

Paid Search Agency 53

Paid Search Agency Intent Data Privacy Marketing AI 53

6sense

JULY 21, 2016

As Brocade CMO Christine Heckart noted, “Content is king, data is queen and timing holds the court together.” Marketing creates value when aligned with sales and aligned with who the target audience is.” – Christine Heckart, Brocade CMO. The marketing pie isn’t getting bigger, it’s just getting sliced into more pieces.”

Forrester 48

Forrester B2B Thought Leadership B2B CMO 48

6sense

NOVEMBER 3, 2015

Last month, DemandGen CEO David Lewis hosted Scott Broomfield, CMO of Xactly and Zak Garner, Director of Customer Success at 6sense in a conversation about the realities of implementing and using predictive intelligence for B2B marketing and sales. For Scott Broomfield, Xactly’s CMO, predictive intelligence is marketing automation 2.0.

Lead Ranking 48

Lead Ranking Marketing Qualified Leads Lead Scoring Top of Funnel 48

Walker Sands

AUGUST 1, 2022

The world of advertising technology is a small but mighty segment of the media. Based on what you’ve said, it doesn’t seem like you need a CEO or a CMO source, but is that true? We’d want to talk to CMOs and SVPs of marketing at brands, and even at publishers, because they have something to sell.

Work Management 52

Work Management Marketing Management Media Paid Search Agency 52

Leadspace

JUNE 26, 2017

Related: 5 Crucial Considerations When Choosing a B2B Predictive Scoring Vendor. A persona model, by contrast, measures the resemblance or “fit” to a defined persona (for example, “demand gen marketer”, “CMO”, “CFO”, “sales ops”, etc).

Lead Ranking 67

Lead Ranking Lead Scoring Work Management Marketing Management 67