2017: The Year of the Data Driven CMO


Survey Says: Wrong. " Well chances are the answer from a marketer would be via surveys as research from Bazaarvoice showed that nearly 70% say surveys are indeed their primary source for customer data. Not surprising in the least the same research revealed that a mere 27% of customers believe surveys are the best way to learn about them. Surveys? And yet 70% of marketers are still using surveys to get data on their customers? Tag Management vendors.

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The CMO Technology Conundrum And How To Solve It


Or has it simply created another overwhelming challenge for the CMO who now must become a technology expert to apply it efficiently? The above is an excerpt from a recently-released guide we created along with The CMO Club entitled the CMO Solution Guide to Leveraging New Technology and Marketing Platforms. When the only constant is change, the new role of the CMO dictates the use of new technologies and marketing platforms to increase competitive advantage.

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Martech jumps to 29% of the CMO’s budget in Gartner’s 2018-2019 survey


When Gartner’s annual CMO Spend Survey for 2017-2018 came out last year, many people seized on the fact that the money CMOs allocated for marketing technology had dropped to 22% of their budget , on average, down from 27% the year before. Budgets and vendor landscapes will fluctuate — maybe even dramatically in some years — but martech is here to stay, as sure as electricity and swag. To dismiss these top CMO priorities as a shallow techno-fetish is a mistake.

The Future of Marketing: 50 CMO Quotes On How Marketing Has Changed

Marketing Insider Group

Four major marketing trends emerge from these CMO quotes: Communicating to connect (not promote). Tim Minahan, CMO of Citrix, said that he’s constantly connected with his leadership team through its marketing leadership Slack channel. “I Mary Stanhope, CMO of Unitas Global, said the health and safety of family members is the top priority. “In So many in our team have grown up being fans of weather,” said AccuWeather CMO Michelle Harmon-Madsen. “So

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Uncovering CMO Insights On Their Journey To Digital Agility


Jensen believes the agile Modern Marketing platform must have the agility to integrate third-party applications and data quickly and seamlessly into marketing processes so marketers are not constrained by vendor-specific applications, data silos, and proprietary data sources - all of which provide the optimal customer experience each time, every time. Survey Says. CMO Corner

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The CMO Struggle For True Marketing Integration Rages On


Since February of 2011, the CMO Survey which is sponsored by the American Marketing Association, Deloitte and Duke University's Fuqua School of Business, have asked chief marketing officers the following question: How effectively does your company integrate customer information across purchasing, communication, and social media channels? " Oh yeah before I forget, this survey is conducted twice a year, in February and then again in August. CMO Corner

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Q&A with Will McInnes, CMO at Brandwatch


30-second summary: Will McInnes, Brandwatch’s global CMO, brought over a decade of martech experience to Brandwatch when he joined the company in 2013. Will McInnes is CMO of digital consumer intelligence company Brandwatch. Q) Can you give us a brief insight into your professional journey and how you became the CMO of Brandwatch? Buyers want the highest quality solutions with the fewest possible vendor relationships.

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Marketing Automation Vendors Are Not Delivering On Marketers’ Needs For Reporting And Analytics. Here’s Why.


This is what the findings were in a study done by Heinz Marketing and InsightSquared titled, Marketing Automation Platform (MAP) Satisfaction Survey 2018: Are Marketing Automation Vendors Still Meeting the Needs of Today’s Marketer? The data to enable these calculations often lives in multiple systems and the metrics are complicated to calculate… and, as figure 1 indicates, these are the metrics marketers are looking to their MAP vendor to provide.

2018: Survey Says!


Key takeaways: To quote one of our great marketers at Marketo “Just OK or Not Well won’t cut it, and that’s what nearly two-thirds of marketers surveyed are doing.” Part of the challenge is that every vendor wants to be buzzword compliant, and no one will make it through a marketing technology presentation in 2018 without hearing the term “AI” or a clever name for an AI engine. For more blogs from me and thought leadership from the C-Suite, check out CMO Nation.

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Survey: B2B Buyers Prioritize Reliability and Ease of Use in Tech Solutions

KoMarketing Associates

Lavidge recently surveyed 400 B2B tech buyers to learn about their preferences when it comes to purchasing products and services. Approximately 39 percent use search engines, while 34 percent consult vendor websites. The “Customer in Context” report from the CMO Council discovered that 47 percent of customers engage with businesses across several platforms.

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CMO Council: CMOs and CIOs Are Not Aligned

Customer Experience Matrix

Summary: a CMO Council survey shows that CMOs and CIOs agree they need to cooperate, but disagree on how well they're doing and what their roles should be. This affects marketing automation vendors too, since they sell to both sides. The CMO Council and Accenture Interactive recently released a study Aligning the CMO and CIO to Achieve Agile Intelligent Marketing based on parallel surveys of about 300 members of each group.

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What Do B2B Buyers Really Want from Vendors?


Well, when Aberdeen and PJA surveyed over 230 B2B buyers last summer, and asked them why purchases didn’t get approved, the number one response was, “Lack of clarity around what we need.” (The They turn to their vendors for assistance. When we asked survey respondents if they would be more likely to work with a vendor who questioned their way of doing business by, for example, highlighting an organizational pain point or weakness they weren’t aware of, 65% replied, “Yes.”.

The CMO Technology Conundrum And How To Solve It


Or has it simply created another overwhelming challenge for the CMO who now must become a technology expert to apply it efficiently? The above is an excerpt from a recently-released guide we created along with The CMO Club entitled the CMO Solution Guide to Leveraging New Technology and Marketing Platforms. Download the CMO Solution Guide to Leveraging New Technology and Marketing Platforms today to increase your competitive advantage.

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Why CMOs Aren’t Turning to Marketing Analytics Vendors for Marketing Analytics


The big players — native reporting in marketing automation and cloud-based sales- and business intelligence (BI) vendors — have caused the ground beneath specialty marketing analytics vendors to shake. Marketing automation vendors are the incumbent, and, frankly, they’re acting like it. There’s clearly an opportunity for one vendor to benefit from this unmet need.

Did Morgan Stanley just kill the single-vendor marketing suite?


A friend forwarded me a report, titled “Software Is Eating the CMO Suite,” that was shared by Morgan Stanley at the Ascendant Network event for digital marketers in New York earlier this month. But out of those participants who are confident — is a single-vendor approach to marketing technology important or not important, yes or no — the answer is clearly: no. 81% have a higher tolerance level for more vendors.

8 Expert Questions to Ask Your ABM Vendor


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. If your ABM vendor doesn’t provide you with reporting at both the account level and contact level, walk away now.

5 Expert Questions to Ask Your ABM Vendor


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. If your ABM vendor doesn’t provide you with reporting at both the account level and contact level, walk away now.

Customer experience via the contact center: Q&A with Calabrio CMO Rebecca Martin


Customer experience gets hyped at conferences, in board rooms, and by snazzy experience cloud vendors selling “omnichannel, full-funnel, personalized, AI-driven, etc. Contact centers also offer a volume of customer data that’s hard to match with surveys or market research. To learn more about the point of view of customer experience from the contact center, we talked with Rebecca Martin , CMO at Calabrio.

2013 Marketing Survey Results: What Worked Best?

Marketing Action

It was in this spirit that we at Act-On first set out to do a monthly marketing survey, back in 2011. For 2013, from January through December, we surveyed 28,891 marketers the world over to get a sense of the campaigns most marketers leveraged, the obstacles they faced, and the improvements they’d hoped to make. This graph shows the results for Question 1 of Act-On’s September 2013 survey . The post 2013 Marketing Survey Results: What Worked Best?

What Can a Outsource CMO Do for Your Startup Company?

B2B Marketing Traction

What can an Outsource Chief Marketing Officer (CMO) do for your startup? Your Outsource CMO can research demographics, psychographics and market opportunities by conducting interviews and surveys and by researching existing industry statistics and studies. An Outsource CMO can find new market opportunities, analyze strengths and weaknesses, identify the best positioning for your product or service, and create standard messaging that will carry throughout all communications.

THE HACKIES: A CMO’s guide to integrating marketing technologies


Many martec vendors promote that they have built-in integrations to one or more systems. I recently reviewed the integration capabilities of an online survey platform to an MAP. While the vendor was listed as a partner on the MAP vendor’s web site and claimed having native integration support, I quickly realized that the integration was limited to simply passing a link to a survey for a specific set of recipients so that an email with that link can be sent to them.

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What Does The Marketing Leader Say? Reactions To B2B Research On How CMOs Buy


PathFactory and Heinz Marketing recently surveyed 204 marketing leaders – Senior Directors, VP/SVPs, and C-Suite – to dig deep into how they make important buying decisions. Why run the survey? “As Now that the dust has settled and everyone has had time to absorb the results, we asked some marketing leaders to reflect on the survey and share their thoughts. “I The more we can relate to the content, the more value we can find in the technology or vendor being researched.

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To Be Agile CMOs Must Align Digital and Traditional Marketing Strategies


According to the findings of a newly-released survey, presented by The CMO Club in partnership with Accelent Consulting and Oracle Marketing Cloud, CMOs the world over would be wise to bring into cooperation digital and traditional marketing. An attribute of digital excellence that emerged from the survey was the ability to align digital strategies – within marketing and across all business functions. CMO Corner

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The Marketing Leaders Have Spoken: New Research From Heinz Marketing and PathFactory


Our recent survey with Heinz Marketing unpacks this question. The survey reveals key trends and opportunities for marketers to improve the buying experience. Vendor content is essential throughout the buying process. of marketing leaders rely on vendor content to make decisions. This represents a huge missed opportunity for vendors. To dive deeper into survey results and insights, read the full report: Inside The Head Of A Marketing Leader: The Buyer’s Journey.

10 Key Social Insights About CMOs - and the Huge Opportunity Many are Missing


As I've written about in the past, most recently just last week - the role of a CMO is changing from one of chief marketing officer to one of chief engagement officer. Here's the 10 key social insights about CMOs they identified: Across the board CMOs are looking for strategic insights from people, publications, and vendors to cope with the explosion of technology and data-driven marketing. The CMO-CIO relationship is getting serious. The CMO-CIO Relationship.

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Make chatbot-ready videos for account-based marketing


And, if you are, won’t you please take our 2-minute survey ?) 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.”

The Use of Third Party Content: Who’s Down With OPC (Other People’s Content)?


by Amanda Batista | Tweet this Inspired by a CMO Council report (June 2013) that suggested B2B buyers trust independent third party content more than vendor-branded content, we (LookBookHQ and Oracle Eloqua) wanted to explore the use of third party content in our recent report – Eloqua Community: The State of Content Marketing 2014.

B2B Vendor, Customer Perspectives Differ on "Affinity"


The CMO Council recently released a major study entitled Profitability from Customer Affinity , on the difficulty faced by vendors in establishing customer-centric business practices. Virtually all customers said they would terminate or scale back relationships with vendors who failed to "build customer trust." And though 85% of vendors are convinced that they are getting better at responding to customer needs, nearly half (45%) of customers disagree.

Do CMOs Really Spend More on MarTech Than CIOs? A New Study Says No.

Customer Experience Matrix

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. Another reason I prefer the IDC figures is that surveys consistently show that marketing technology is far down the priority list of IT managers. cio cmo marketing technology martech spending

Marketing Leaders: These Are The Problems That Should Keep You Up At Night


A couple of weeks ago I had the pleasure of hosting a series of B2B CMO breakfasts with PathFactory in New York City, Chicago, and Austin. According to a recent survey by Heinz Marketing and PathFactory, Inside The Head Of A Marketing Leader: The Buyer’s Journey , marketing leaders themselves are highly unsatisfied with the quality of content provided by vendors. rely on vendor content to make decisions yet only 37.7%

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How Intent Data Reveals the Anatomy of an AI Buyer

Aberdeen HCM Essentials

Would you explore vendors and solution providers that you might partner with? Vendor-related. Content that discusses vendors active in the AI / Machine Learning sector. Uses include: early stage vendor exploration, technology consideration. In the face of these findings and the strong slant in favor of vendor-related content, one might be compelled to ask – is this what people want to read, or is this simply what’s available?

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

Recent surveys, from the likes of Forrester and SiriusDecisions , indicate the sentiment is nearly 70% or more of buyers outright reject content. In the Forrester report, specific to Sales Enablement surveying over 300 business and IT decision-makers, it ironically proves to be a telltale state of the union about content marketing. As much as 80% say, “Vendors give me too much material to sort through”. by Aha-Soft.

Flooded with Data but Lacking Insight? Consider Usage Analytics


At the same time, it is also the favored scapegoat, evidenced by the fact that average CMO tenures have consistently dropped , decreasing by six months in just two years. Since 2011, the landscape for marketing technology has soared from 150 vendors to nearly 5,000, according to MarTech Today. Learn Something Meaningful from Your Surveys. User surveys are a standard tool that marketers rely on to craft those stories.

NICE Interactions 2018 Recap


Paul Jarman noted that the company is currently partnering with vendors with domain expertise across relevant verticals such as retail and healthcare. We recently finished an extensive survey capturing data across the four key pillars noted earlier in this article. CMO Essentials TechPro Essentials AI & automation analytics B2C cloud ICUC inContact NICE Interactions 2018 Omni-Channel

Senior Marketers Say Analytics Isn't Meeting Expectations

B2B Marketing Directions

The Marketing Data and Analytics Survey 2020 by Gartner Research was a survey of over 400 marketers. The survey participants were split fairly evenly between producers (those who provide marketing analytics) and consumers (those who receive marketing analytics output).

Act-On’s a Leader in the Forrester Wave™ and What That Means to You


As a company built by marketers for marketers, we are – from CEO to summer intern – focused on the needs of the CMO and their marketing teams. So, with that said, we were pretty excited to see Act-On Software named a Leader among lead-to-revenue management (L2RM) platform vendors in the Forrester Research, Inc., Those scores then helped determine the Forrester Wave™ rankings of the 11 vendors invited to participate. Vendors get a score between zero and five.

3 Questions to Help You Audit Your Positioning Statement


If you asked customers to rank problems when you surveyed them, this can go pretty quickly.). Here’s a real-world example of the competitive landscape in the Business Intelligence (BI) market: *Note: Vendors with “no position” either failed to state a benefit or they expressed a variety benefits across their websites. In 2014, seven BI vendors had positioning around “better decisions.” CMO Essentials branding differentiation positioning