Metrics, KPIs, ROI, is all the CEO/COO and CFO are concerned with, and rightly so, as they steward their business growth strategy and grapple with the largest discretionary spend that is Marketing Investment. It’s clear what R&D and product teams do – you can’t sell what you have not built. Sales is essential to sell … Continue reading Metrics: It’s Sales that does the ‘proposing’ the Marketer does what now?
Events are on every marketers docket for 2018 as a critical part of the demand strategy. However, most marketers are caught on a back foot trying to explain the ROI to their finance team and CEO when reports show that no deals are closed from individual events. ROI looks poor and it gets harder to … Continue reading Perplexed? B2B Marketers Say Events Key But Data Shows No ROI
RSA Conference just wrapped up at the Moscone Centre in San Francisco drawing again over 50,000 visitors and 600+ companies in the cyber security space. Despite the construction in and around Moscone, there was no dearth of crowds and event gimmicks — concession stands offering candy and popcorn, movie theater booth design and even Elvis … Continue reading RSA Conference 2018 – Event Marketing Decrypted for the CXO
In this Part 2 of B2C vs. B2B – Martech Challenge and AI, I will cover how B2B companies can, and need to, Scale and (hyper)Personalize at the same time to stay relevant and competitive. “Welcome then to the era of AI solution providers who have started changing the story and educating the progressive marketing … Continue reading How to Humanize and Scale? AI to the Rescue
B2C companies have for long led the way in targeting and personalization of customer segments to identify the most high value to the company. The whole genre of social media marketing and the tools around it came about as a way to reach more and more buyers in a targeted manner. However, we are talking … Continue reading B2C vs. B2B — Martech Challenge & AI (Part 1)
Last week I came back from a marketing conference and got inspired to write after a long summer break. The conference was great, lots of marketing minds, great energy and a great experience. However, after all the hoopla, drinking, and excitement got over I realized we were just a bunch of people drinking our own … Continue reading MQ WHO??
It’s 2018 and the time is ripe for an open conversation on driving demand vs leads and the ROI of marketing investment. As I talk to CEO’s, marketing leaders and colleagues, I still hear a lot of the old lexicon. I hear marketers promising to deliver MQLs and establishing KPIs around that. I hear … Continue reading It’s 2018: Demand Marketers Start Changing your Lexicon!