I recently examined the challenges of B2B developer marketing. One area I touched on was the importance of really understanding stakeholders’ sometimes divergent “hot buttons.” That went hand-in-hand with another lesson: You’re not addressing just one target, but a whole lineup of influencers and decision-makers who have a say in the sale. That’s because when […]
It’s game over for the traditional customer journey. Today’s consumer has fragmented the ancestral sales funnel by wandering freely across channels and devices in search of the best product or deal. The average consumer owns more than seven devices, using more than three each day, of which marketers typically only see one, according to the
The death of the sales funnel and leveling up attribution Read More »
As a B2B marketer, you are often caught trying to serve two masters: the need to drive engagement for specific campaigns or periods relative to the business vs. the overall goal to drive persistent ROI throughout the year. In any scenario, it’s becoming more clear that the “campaign” mentality no longer serves. Even marketing’s cousin,
‘Always On’ is at the heart of every ABM strategy — here’s why Read More »
The revolution in customer relationship marketing (CRM) continues with an exponential increase in the points of data available to leverage for marketing. Data is more robust, measurement tools are better, and channel capabilities are improving — not only on their own, but also in their ability to orchestrate marketing across channels. All of this is great
Practical advice for planning a CRM marketing stack upgrade Read More »
This year was a tumultuous one for brands across the board. Newsfeeds were dominated by Amazon, on pace to become the first trillion-dollar company any day now. The Facebook-Google duopoly grew even more powerful, raking in half of global ad revenues this year, and more than 60 percent in the US, according to eMarketer’s digital
“Budgets recede amid demand for results.” That’s Gartner’s headline on their latest CMO budget research report. Kudos to Gartner for continuing to track the growth of CMO technology spend and to their PR team for the dramatic spin — but, honestly, who cares? I certainly don’t, and it’s not just because I’ve had to dedicate
CMOs should be measured by their results, not their spend Read More »
Planning, budgeting and target-setting for 2018 are in full swing. I’ve been comparing notes with B2B marketing executives about their keys to hitting or missing their 2018 growth targets. A surprising make-or-break topic bubbled up in the conversations: data. We know prospect, customer and account data is essential fuel for sales and marketing demand, pipeline
How to increase database integrity to crush your 2018 targets Read More »
Be honest, what is it that you really want for Christmas? It’s a more effective marketing operation, right? One in which you can make quick, informed decisions based on data. Let this be your year. Marketers are drowning in spreadsheets, especially marketers who are overseeing performance campaigns. Even those who have sophisticated tools are still
Note: This piece was co-authored with Rob Leavitt, senior vice president at ITSMA. In the past few years, Account-Based Marketing (ABM) has grown as a category and really transformed the B2B marketing landscape. But its quick ascent to B2B stardom has left quite a few marketers confused about how best to incorporate it into their
Business in the modern age is seismically different compared with even five years ago. Businesses have been profoundly changed by the influx of digital-based processes and systems required to work and grow effectively. A wide mix of digital technologies has now become integral to most business functions, with software taking over even human-based roles in
