Martech

AUGUST 12, 2024

Users tend to think in terms of use cases, and vendors generally think in terms of features, which can cause a complete disconnect. If your initial objective was to identify a product category, and you’ve done that, the next step is to develop a list of vendors to evaluate.

Research 131

Research Work Management Marketing Management Marketing AI 131

Martech

SEPTEMBER 5, 2024

In response, vendors have several strategies to get the product in front of prospects. However, an increasing number of small and mid-market B2B SaaS vendors are trying product-led growth (PLG) and product-led marketing (PLM). Vendors aren’t the only ones driving the transition to PLG. Sales teams are expensive.

Paid Search Agency 120

Paid Search Agency Ads Effectiveness CTR 120

Martech

FEBRUARY 11, 2025

This shift fundamentally changes how tech buyers evaluate SaaS brands, making AI-powered search critical in vendor visibility and sales conversions. They are now among the top sources of self-guided information , alongside vendor websites and traditional search engines. Even more, genAI tools are being used across the buying journey.

Marketing AI 132

Marketing AI B2B Buyer's Journey Vendors 132

Act-On

SEPTEMBER 24, 2024

eBook Marketing Automation Vendor Selection Matrix Independent analysis of top marketing automation platforms Learn More Today’s marketers crave a more complete solution. A further 27.8% plan to replace their automation platform, but are not yet actively evaluating alternatives. Finally, 11.5% Used with permission.

Marketing Automation Services 130

Marketing Automation Services Act-On Work Management Lead Scoring 130

Zoominfo

NOVEMBER 14, 2024

Recognition as a Leader: What it Means The Gartner Magic Quadrant offers a snapshot of the ABM provider landscape, evaluating vendors based on their Completeness of Vision and Ability to Execute. Customer Insights That Drive Innovation ZoomInfo didn’t enter the ABM market to be just another vendor.

Zoominfo 147

Zoominfo Gartner Account Based Marketing ABM 147

Martech

FEBRUARY 21, 2025

Begin collecting and auditing two years of daily marketing and business conversion data before committing to a vendor, as data collection can significantly impact production timelines. Evaluate vendors based on their capabilities, industry experience and ability to address key organizational questions.

Enterprise Management 115

Enterprise Management Marketing Attribution Marketing Management Marketing Mix 115

Martech

JULY 24, 2024

The solution integrates with a range of digital advertising channels as well as with ABM vendors, such as Demandbase, that incorporate ad platforms among their offerings. Image courtesy Channel99 In the above example, LinkedIn dramatically outperforms other, unnamed vendors. “Stop the guesswork,” he said. Why we care.

Advertising Channels 110

Advertising Channels DemandBase B2B Account Based Marketing 110

Act-On

SEPTEMBER 10, 2024

With recent HIPAA updates around online tracking technologies and increased scrutiny on how organizations are sharing data with third-party vendors, it’s clear: healthcare marketers play a pivotal role in maintaining HIPAA compliance, making sure their patients’ (and prospects’) data stays secure and private.

Marketing Automation Services 130

Marketing Automation Services Work Management Marketing Management Marketing Automation 130

Webbiquity

AUGUST 31, 2021

Among the most important takeaways from the year-end report were: Buyers consistently use these top five information sources to make purchasing decisions: Product demos; Vendor/product websites; User reviews (nearly half of buyers use reviews as part of their purchase process); Vendor sales reps; and. Free trials/accounts. Be positive.

Buy 315

Buy Cold Calling B2B Lead Scoring 315

chiefmartech

SEPTEMBER 14, 2024

Also good advice for martech vendors: don’t short-change customer success or customer delight. The next two most helpful — vendor demos and vendor sales engineers (technical), at 60.9% respectively — were interesting because they were in stark contrast to other kinds of vendor interactions.

Peer-to-peer 93

Peer-to-peer Buy Vendors Word of Mouth 93

Martech

JULY 25, 2024

Each member may have up to 15 interactions with each vendor under evaluation. Targeting CFOs alone, for example, could miss the influencers conducting research, determining which vendors are the best fit to solve specific pain points and evaluating who is or isn’t in the budget.

Demand 127

Demand Account Based Marketing Ideal Customer Profiles B2B 127

SWZD

NOVEMBER 21, 2024

Key IT trends for 2025 include budget growth, AI investments, and vendor switching opportunities. Learn how marketers can align strategies for success.

Vendors 108

Vendors Marketing & Strategy Trends Marketing 108

Martech

OCTOBER 15, 2024

The capability assessment competency involves: Evaluating the value of tools and vendors. The tool procurement competency focuses on building vendor relationships based on business needs and the martech landscape. Identifying those that can solve specific problems. Marketers must: Ensure that contracts include essential features.

Work Management 108

Work Management Marketing Management Tools Paid Search Agency 108

Martech

JULY 17, 2024

These statistics come from an extensive global survey of 1,600 decision makers in genAI strategy or data analytics in organizations across key sectors conducted by Coleman Parkes for data management and analytics vendor SAS. But what is meant by full implementation? ” The full report can be found here (registration required).

Marketing AI 143

Marketing AI Lead Ranking Marketing Management Generation 143

Martech

AUGUST 20, 2024

And, how do you know which vendor to go with? Consider conducting demos or trial periods with potential vendors to test the quality, accuracy, and relevance of the data they provide. Test out the vendor’s data to see if it seamlessly integrates into your existing systems. How easy is it to use the data?

Enterprise Management 102

Enterprise Management Marketing Management Marketing Automation Services Vendors 102

Webbiquity

OCTOBER 31, 2023

Today, ecommerce vendors are increasing combining email with SMS (text) marketing; marketers sent a whopping 62% more SMS marketing messages last year than in the previous year. An extraordinary 91% of consumers have subscribed to at least one SMS marketing program, and 73% have made a purchase after receiving a text from a brand or vendor.

SMS 316

SMS Advertising Benchmark Email Marketing eCommerce 316

Martech

OCTOBER 22, 2024

Make sure the vendor can help you. Or, at least, know where you need more help than the vendor can provide. Given this no-man’s land of professional support, CDP vendors built large service organizations with technical consultants, marketing operations professionals, account managers, customer success professionals and more.

Work Management 111

Work Management Marketing Management Marketing Automation Services Lead Ranking 111

Martech

AUGUST 23, 2024

When good service falters: A personal case study I had heard numerous stories about negative customer experiences with a vendor I was working with but had not experienced them firsthand. After a few months of strong service, I encountered an issue with the vendor.

Customer Satisfaction 116

Customer Satisfaction Work Management Marketing Management Correlation 116

Martech

SEPTEMBER 12, 2024

Dig deeper: How martech vendors can navigate the slow death of net-new deals Who will be the winners? Adobe is a good example — it offers many tools marketers need and is becoming a fully integrated vendor. They’ll place one or two bets on vendors that could dominate. Some of the bigger martech tools will lose the race.

Marketing Automation Services 105

Marketing Automation Services Enterprise Management Work Management Marketing Management 105

Martech

FEBRUARY 7, 2025

Vendor expressing concerns I once worked on a complex multi-system project involving several existing vendors. One valued vendor was taking on a new role, which understandably raised concerns for them. So, we talked to the vendor team about this. Here are a few moments of martech brilliance that are worth sharing.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Advertising Agencies 100

Act-On

SEPTEMBER 18, 2024

Maintain audit trails — for your team and your vendors HIPAA wants you to show the receipts. eBook Learn More Don’t forget — these audit log requirements apply to all of your vendors’ access to your data, as well as your own team’s. Make sure any mar-tech vendor you work with has verifiable audit logs available.

Marketing Automation Services 130

Marketing Automation Services Enterprise Management Work Management Marketing Management 130

Martech

OCTOBER 16, 2024

Dig deeper: Multichannel attribution: Understanding the metrics behind successful campaigns AI/ML: Your vendor should already be using it As a marketer, you shouldn’t have to think about how AI and ML are baked into your attribution tools. If they aren’t, it’s time to ask the right questions and demand better solutions.

Marketing AI 116

Marketing AI Marketing Attribution Advertising Channels Allocation 116

Webbiquity

JANUARY 18, 2022

The value proposition of intent data vendors is typically that will combine their data (which is third-party data from your perspective) with your website analytics data (your first-party data) to identify companies that are actively looking to buy what it is you sell, and where they are in the buying process. why does adoption remain low?

Intent Data 336

Intent Data Marketing AI Intent Lead Ranking 336

Martech

MARCH 3, 2025

Pricing is typically based on the volume of data records or customer profiles managed by the vendor. Some vendors also charge by the number of matches or API calls. This buyer’s guide includes profiles of 11 vendors, pricing information, capabilities comparisons and more. Registration required.)

Enterprise Management 115

Enterprise Management Work Management Multi-Touch Attribution Marketing Management 115

Martech

SEPTEMBER 23, 2024

Strategy I’ve had vendors tell me that the strategy is built into the technology and that the tool and someone trained to use it are all you need to be successful. One note: A senior marketing manager recently told me what a revelation her first industry conference not hosted by a vendor was. Sadly, this is not the case.

Marketing Automation Services 119

Marketing Automation Services Marketing Automation Automation Marketing Management 119

Webbiquity

MARCH 1, 2022

.” Compared to 2020, last year saw more B2B buyers visiting vendor sites, more sessions, more pageviews, and more time spent per visit. Vendor content is attracting more visitors per account. Per the report, “The average number of known visitors per account grew by thanks to increased focus on ABM.”

Research 355

Research B2B Marketing Top of Funnel Marketing Automation Services 355

Martech

AUGUST 13, 2024

The platform initially rolled out in January to begin the process of vetting adtech vendors, in collaboration with the IAB’s Privacy Implementation and Accountability Task Force (PIAT) and privacy lawyers. Until now, ensuring vendor compliance has been a manual, complex, and time-consuming process. Efficiency and scalability.

Advertising Agencies 111

Advertising Agencies Marketing Management Privacy Protection Privacy 111

Martech

DECEMBER 12, 2024

Dig deeper: AI is poised to disrupt the world of martech vendors and users Building a foundation for AI adoption in 2025 2025 should be a foundation-building year that sets the stage for AI adoption and growth. The uncertain future of key vendors in this space underscores the need for cautious investment decisions.

Marketing Automation Services 108

Marketing Automation Services Optimization Work Management Marketing AI 108

Martech

AUGUST 14, 2024

Negotiate better deals Deploy your usage data and business goals to get better pricing from vendors. Leverage free training resources vendors provide, such as webinars and online documentation. Negotiate aggressively with vendors, emphasizing the potential for growth and increased usage.

ROMI 110

ROMI Webinar Metrics Marketing Management Budget Programs 110

Martech

SEPTEMBER 23, 2024

That’s according to new research from online postage and shipping vendor Stamps.com. Sixty-five percent of consumers still send letters and packages with nearly half (48%) of Gen Z sending mail one to two times per month. Why we care. The internet has not killed direct mail.

Generation 112

Generation Sample Vendors Internet Marketing 112