Why the CMO and CIO Need to Work as Partners

It's the CMOs responsibility to promote growth, and they "need the CIOs’ help to turn the surfeit of customer data and marketing intelligence their companies are accumulating into increased revenue." CIOs are tasked with creating revenue from new technologies, but they "need the CMOs to help them with better functional

How to use Marketing Technology to Market Technology

Creating an effective marketing system for technology products requires a combination of the strategic and the tactical, the creative and the data-driven. With the limited headcount and budgets of many marketing organizations, this is easier said than done. David Ginsburg took on such a challenge when he became CMO of

How High Growth Companies Use Marketing Analytics to Their Advantage

Image: Courtesy of Birmingham Business Journal By: Sylvia Montgomery If you’re trying to identify the right marketing solutions for your business, it’s not enough to know what your competitors are doing – you need to understand what the most effective companies are doing. Recent research on the efficacy of web

Why You Have a Bad Relationship with Sales—and What to Do About It

“How is your relationship with Sales?” That is the question that Peter Isaacson, CMO of B2B marketing technology company Demandbase, posed to some of the 400 digital marketers at a recent GE marketing summit. Virtually every one of them responded that their unit experienced difficulty getting Marketing and Sales on

What Is The “Data Downside” and How Do You Avoid It?

Collecting customer feedback was once as slow, expensive and difficult as standing in a shopping center with a clipboard. Enter marketing technology such as Survey Monkey, which empowers the collection of 2 million online survey responses every day. Bennett Porter, Vice President of Marketing Communications for SurveyMonkey, lauds the ability

Three Emerging Trends in Marketing Intelligence

Marketing has expanded its emphasis from a former position of responsibility purely for building the ‘top half of the funnel’ to an enhanced role that includes optimization of the lifetime buyer experience. CMOs today are responsible for understanding who buyers are, what they need and then providing a community-oriented service

Predictive Apps Are The Future of Marketing Technology

"While the bulk of the billions of dollars spent so far have been in the marketing automation space... significant amounts of money are now shifting to predictive apps, which help brands understand what’s happening, and what it means for tomorrow’s mindshare and marketshare." Approximately 80% of companies have adopted or

Stop Guessing What Your Buyers Want— Use Predictive Marketing Technology!

“Instinct”—long the stuff of corporate American leadership legends like Jack Welch and Dave Packard, the latter of whom once famously said “Marketing is too important to be left to the marketing people.” These days, however, marketing has new priorities and companies like GE and HP are replacing gut instincts with

B2B Marketers Are Hungry For More Optimized Marketing Technology

Bizo recently conducted a survey on the state of B2B lead nurturing and found that 3 out of 4 marketers are interested in taking their optimization marketing solutions further. 82% of B2B marketers plan to increase spending on new marketing technology before the end of 2014. Marketing organizations have a

What Marketing Metrics Matter the Most to Your Organization?

We hear again and again that around 60% of the buying is done these days before a sales rep ever steps into the picture. The impact this has had on business goes beyond the technical challenges of maintaining influence and predicting revenue performance. The role of the CMO and the