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
Chatbots have been around a long time, in one form or another. Siri is the most popular amongst them and in some cases has replaced the need for human interaction completely. However, the popularity has not grown as rapidly in B2B marketing as in B2C as these primarily served a customer service function in situations … Continue reading Of ChatBots, Machine Learning and Big Data