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Marketing is arguably the profession going through the biggest transformation, with the most potential to boost a company’s revenue growth. The ability to delight, engage, create and build customer loyalty through great experiences and superior products has never been so accessible as it is today.
A powerhouse panel of marketing technology investors came together at the 2017 San Francisco MarTech Conference to discuss and debate the future of the marketing tech investment landscape. Moderated by Scott Brinker, the panel continues to be bullish on the future of martech. Why? A few reasons: Marketing is becoming an agile discipline, and companies are investing in tech t ...
B2B marketers think of marketing technology (martech) as a necessary evil. Understandable. Most marketers got into the profession because of the ability to create, connect and communicate. Not many want to deal with tools, integrations and bits and bytes all day. According to a recently released research report by the MarTech Council, the number one reason marketers avoid ma ...
Nearly a decade into the marketing automation (MA) revolution, we’ve developed a crop of B2B marketing professionals who have built successful careers on the use of tools to nurture and develop qualified leads. “I am Eloqua- (or HubSpot- or Marketo-) certified” appears boldly on B2B marketers’ LinkedIn profiles.
Generating, acquiring, serving and delighting customers has become the ultimate team effort for B2B organizations. This effort doesn’t start or stop with generating a lead or inquiry, nor after acquiring a customer. Renewal, cross-sell and ongoing satisfaction are just as critical to a business’s top and bottom line.
I’m sitting around with a bunch of friends on a recent off-road trip. Nearly all have professional gigs and work in some type of corporation. The conversation kicks up about our jobs, how we got started and so on. To get the full picture, we have engineers, sales, finance and operations pros all represented, all with big opinions. I proceed to talk about my marketing role.
“The customer is in charge.” “Everything revolves around your customer.” These are not just clichés. They are principles that are core to competing and thriving in business today, especially for CMOs who are taking increasing responsibility for all things customer. The good news is that CMOs have never been in a better position to deliver value to the business, to their cus ...
Over dinner a few weeks back in Austin, a few of my B2B marketing peers pointed out how much influence my days as a publisher have had on the way I approach B2B marketing. I hadn’t given it too much thought before then. However, after hearing the observations of my fellow marketers, I reflected on some of the “go-to” strategies and tactics in my current B2B marketing playbook.
Over the past several years, B2B CMOs have been earning a seat at the executive table by demonstrating their ability to contribute to revenue and company growth, largely via demand marketing. B2B marketing teams are using data, technology and content to discover, engage, nurture, create and delight customers. What once was a unique and competitive differentiation is now mainstream.
I just returned from a holiday exploring Peru and the “lost city” of the Inca Empire, Machu Picchu. If you are a student of history, like to explore or just enjoy good food, I highly recommend you put Peru and Machu Picchu on your list. I was intrigued by the many tales of this ancient city, the marvels of Inca innovation and their way-before-their-time thinking to build a p ...
One of my favorite stops when I come to our company’s headquarters is a restaurant in Scottsdale, Arizona, called “Cold Beers & Cheeseburgers.” In my world, this is a winning combination. (Don’t judge!) In the marketing world, “B2B & ABM” are quickly showing up as the magical combo on every menu in town.
In-person events have become a critical source of leads for B2B marketing and sales organizations. In fact, face-to-face events account for 18 percent of B2B marketing’s annual spend, according to 2016 Forrester Research. This is a shockingly higher investment than their seemingly more “modern” cousins — digital advertising and marketing technology.
You traditionally don’t think of speed and marketing as being tightly linked. Today, speed is becoming a hot topic in marketing planning sessions. Much of this is driven by the shift to delivering positive customer experiences in the digital, hyper-connected world we live and work in. To understand the speed-marketing connection, let’s start with time to market.
Predictive marketing holds tremendous promise, especially in identifying the optimal accounts and prospects to engage. According to the Aberdeen Group, B2B marketers are leaning into predictive in a big way; more than 50 percent of B2B enterprise organizations are now using, piloting or plan to implement predictive analytics in the coming year. Big growth numbers — fast.
For B2B demand marketers, media has until recently been synonymous with impressions, maybe clicks and hopefully, leads. Historically, marketing pros have turned to media companies to generate awareness and create demand. The focus over the last several years, however, has shifted to: “Impressions are a bonus; I expect leads.
I’ve always been a believer and practitioner of targeted selling strategies, urging sales to focus on their “top 20” accounts versus going after every opportunity. So as account-based marketing (ABM) evolves as a way for marketing to take the same kind of focused, strategic approach, this sales mindset is more important than ever.
We all know the phrase, “too much of a good thing.” And in reality, too much of a good thing can turn into a bad thing. This can definitely be the case when it comes to marketing technology. Though we may start out with the best of intentions — to automate processes, become more efficient, improve measurement and better target and personalize interactions with both customers ...
With pressure to improve efficiencies and hit KPIs, it’s been a no-brainer for marketers to adopt technology and embrace automation. The investment is paying off, as 80 percent of marketing automation users are generating more leads, and more importantly, 77 percent are seeing an increased number of conversions.
All marketers by now understand that customer experience should be a business’s main priority. This isn’t anything new. And this sentiment is largely the reason we continue to hear time and time again that the marketing and sales funnels are dead. I understand the argument: Customers aren’t cookie-cutter replicas of one another, and they certainly don’t all experience the sa ...