Tag Archive | marketing

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

Top 7 Sales Channel Partner Software Categories in B2B IT

Top 7 Sales Channel Partner Software Categories in B2B IT

“Delivering automation of indirect sales processes, workflows and partner programs, channel software is becoming increasingly critical to a brands’ ability to win, serve, and retain its customers and partners. It’s a fast-growing market, with 59% of companies increasing spending across the stack.”

via Forrester

Marketing to Buyers in The Pandemic Era: What’s Next?

Marketing to Buyers in The Pandemic Era: What's Next?

Across industries, brands should expect an ongoing process of trial and error as they monitor and predict the ways potential buyers in their sectors renegotiate the nature and terms of their participation — and automotive is no different. Will fear of infection through public transit, ride-sharing, and air travel fuel a shift towards more personal and private forms of mobility?

via Comscore

OTT: The Big Shift in Global Digital Advertising Trends

OTT: The Big Shift in Global Digital Advertising Trends

Marketers are shifting investment strategies. Global digital advertising impressions on mobile (+32%) and over-the-top (+182%) devices increased significantly in first-quarter 2020 versus first-quarter 2019 and computer impressions saw a -9% decrease.

via Nielsen

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

Customer Data Analytics Can Stimulate Digital Growth

Customer Data Analytics Can Stimulate Digital Growth

The use of near- and real-time analytics to collect CX data is a rising trend among growth companies, with 43 percent of product managers at growth companies using analytics to collect and analyze customer perception and sentiment data.

via Digital Lifescapes