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Why B2B Marketers Fail with ABM and Lead Generation

Why B2B Marketers Fail with ABM and Lead Generation

“It is simply impossible to determine the success of marketing on the basis of leads or accounts. It’s time for B2B marketers to make the shift from leads to buying groups and opportunities. Here are the top three concepts B2B marketers need when moving to buying groups.”

via Forrester

Performance: Why CMO Tenure Continues to Decrease

Performance: Why CMO Tenure Continues to Decrease

The average tenure for CMOs decreased from 43 months to 41 months. CMO tenure in 2019 decreased slightly, by two months; more than half (60%) have held the role for 36 months or less, consistent with 2018 and a slight increase over 2017 (57%).

via Spencer Stuart

Corporate Social Media: Why It’s Still Not Valued by CEOs

Corporate Social Media: Why It's Still Not Valued by CEOs

Only 24% of U.S. online adults agree it’s cool to be associated with a company on social media. And, 68% don’t think companies share interesting content. In 2020, 32% of CMOs are still unable to show business impact; only 30% can prove the impact quantitatively.

via Forrester

How to Overcome Data-Driven Agile Marketing Shortfalls

How to Overcome Data-Driven Agile Marketing Shortfalls

“But under the present circumstances, data and analytics teams are strained to deliver against expectations and need to develop new ways of thinking. In particular, it’s difficult to adapt to change and transform go-to-market strategies by merely looking for solutions in marketing dashboards.

via Digital Polymath

Why Most Technology Vendor Advertising Fails to Influence

Why Most Technology Vendor Advertising Fails to Influence

“Today it seems like every single ad that we see, produced by any company anywhere has the same message: We are all in this together, blah, blah, blah. Consumers are so tired of these ads and “coronavirus emails from CEOs” their eyes are bleeding.”

via Futurum

B2B Marketing: How to Influence with Purposeful Narratives

B2B Marketing: How to Influence with Purposeful Narratives

“Companies that use thought leadership in their messaging effectively differentiate themselves in crowded markets – or with specific accounts – while maintaining a consistent story across form factors and channels.” – Discover how Purposeful Narratives will make your organization stand out from the competition.

via Forrester

Prescient Marketing: Why Savvy CMOs Plan for the Future Now

Prescient Marketing: Why Savvy CMOs Plan for the Future Now

“When we finally reemerge from the COVID-19 crisis, we are likely to find ourselves in a ‘next normal’ world. It is too early to tell what that will look like — what behaviors will stick, what attitudes will have shifted permanently, and what technologies will have firmly taken root in people’s lives.”

via McKinsey

How B2B Marketers Fuel Predictable Sales Growth

How B2B Marketers Fuel Predictable Sales Growth

Market research and competitive insights, plus marketing analytics, now absorb more than 13 percent and 16 percent of marketing operations budgets, respectively. However, evidence from Gartner’s latest survey indicates investments are often mismatched with their output, presenting a significant risk to the ongoing investment.

via Digital Polymath

Why Savvy CEOs Demand Marketing Transformation

Why Savvy CEOs Demand Marketing Transformation

“83 percent of global CEOs said they look to marketing to be a major driver for most or all of a company’s growth agenda. Delivering on this promise requires a whole new way of operating. Marketing departments need to be rewired for speed, collaboration, and customer focus.”

via McKinsey

B2B Marketing Evolution via Structural Reorganizations

B2B Marketing Evolution via Structural Reorganizations

“B2B marketers cling to structural strategies of the past: 36% organize around industry segments; 43% organize by channel-specific domain expertise such as email, advertising, or social. And behaviors and execution conform to structures, not the other way around.”

via Forrester