Marketing Operations Specialists & Experts – Essential Skillsets
The days of a “marketing communications” team focused on and measuring success on activity-based efforts are long gone. Fair warning to the marketing managers and directors who build empires with...
View ArticleThe Misguided Pursuit of Marketing ROI
Marketing VP’s, Directors, and CMO’s have passionately pursued “marketing ROI” for several years now. Marketing technology innovation, shifts in strategic thinking, and the focus on measuring every...
View ArticleIs Marketing Automation Meeting High Expectations?
Heinz Marketing and OnTarget Consulting and Research published results from 2014 Marketing Automation Performance and Effectiveness Survey. The targeted survey measured how organizations measure the...
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High Sales Efficiency Expectations with Marketing Automation [Infographic]
Demand generation has dramatically evolved from activity-based contact marketing to a core strategic function in organizations. Marketing Automation is a leading force in this evolution, and B2B...
View ArticleMore Focus Needed on the CMO and CEO Relationship (and Less CIO)
More Focus Needed on the CMO and CEO Relationship CMO’s are the Stretch Armstrong of business, especially with B2B tech companies where they get pulled and twisted in multiple directions. CMO’s develop...
View ArticlePredictive Intelligence Still Requires Sales Engagement
Predictive intelligence and analytics hold tremendous opportunities for B2B organizations; giving Marketers more powerful tools to help focus their efforts around filling the revenue funnel. It’s...
View ArticleMarketing Strategy and Programs First, Technology Second
Scott Brinker just released his brilliantly detailed research on the 2015 Marketing Technology Landscape. For 2015 the number of platforms, and applications has doubled from 2014. This is both...
View ArticleGive Your Marketing Automation Database Segments a Rest
Even during the best of conversations people like to take a break. If conversations carry on too long it’s usually because someone likes to hear their own blabbing voice. The same goes for the segments...
View ArticleStartup Marketing: Operating with Urgency or Panic
Startup marketing is brutal and invigorating. Quite often a startup has brilliant domain experts, inventors, and engineers who develop the big idea. Often the marketing function is last to ramp, either...
View ArticleBuilding A B2B Marketing Technology Stack
CMO’s and CIO’s must work closely to build a marketing technology stack. Scott Brinker’s 2015 Marketing Technology Landscape captures over 1,800 vendors in 43 categories. This is exciting and...
View ArticleDon’t Brag in “Year in Review” Emails
Holiday Braggadocios This is the time of year when people send Christmas and New Year letters telling how great their lives are, how their children graduated from Yale as valedictorians and will be...
View ArticleA Painful Call with an SDR (And How to Fix It)
I download and read a lot of content from all kinds of vendors that may have something to do with B2B marketing. Half the time I get a phone call from a Market or Sales Development Representative (SDR...
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