There are four significant trends making account-based marketing (ABM) a major focus for B2B marketers: Rising customer expectations are the most disruptive trend in business today. Customers no longer make categorical distinctions between their personal and professional brand relationships. They expect all companies to provide highly valuable personalized experiences all …
Read More »9 New Terms Modern Marketers will want to Know
New practices need new language to describe them. When IDC’s smart, experienced, forward-looking, clients and special guests got together at our recent Marketing Leadership board meeting in New York, I jotted down these terms they used as particularly useful for describing their challenges and ideas. Product selfie: A type of content …
Read More »Measuring Sales and Marketing based on Customer Outcomes
Have you ever used Uber X, the freelance taxi service? Half the cost of a cab and twice the level of service. The cars are immaculate. The drivers are almost overwhelmingly nice. They care deeply about your experience. Not because they want a tip. They want your 5-star feedback. That’s …
Read More »Top 3 customer experience challenges for marketers
Customer experience management is fundamentally about providing a seamless and consistent flow as prospects move through different phases of development and points of contact with a supplier. Delivering on this presumes a level of connectedness that many marketing organizations struggle to achieve. The reason for the struggle is that there …
Read More »Cross Training for Marketing
Most marketing organizations are organized around a set of silos based on specialized program functions within branding or demand generation. The skills, tools, and relationships needed to manage advertising, events, email, website, social, video production, technical writing, etc. are very different. The pressure and complexity involved in each area can …
Read More »Sales process – the missing ingredient for marketing ROI
Most marketers in B2B enterprises have never been trained on sales process. If I were running your marketing or sales organization this would be the first thing on my agenda. Why? Because without understanding sales process, marketing is essentially set up to fail. How can anyone improve or contribute effectively …
Read More »Create and Close Customers up to 40% Faster
IDC’s CMO Advisory has conducted an annual IT Buyer Experience survey for the past six years. We have tracked many changes and interesting trends, but one thing stands out as a consistent inefficiency in the market: every year IT Buyers report the purchase processes can be approximately 40% shorter. Over the …
Read More »Using Data as a Service for Scalable Channel Enablement
The magic ingredient for successful channel enablement at scale is data. Imagine having the financial, operational, and behavioral data you need on partners to optimize new product launches, coverage models, and channel programs. Imagine being able to show partners — no matter how new or small or niche their focus …
Read More »Best Practices for Paid Social Media – An Up and Coming Tool for B2B Marketers
The stigma of social media is something I have been fighting for years. As someone whose education and career has mirrored Mark Zuckerberg’s (minus the dropping out of an ivy league school to build a multibillion dollar company and taking it public…so really when I say “mirrored”, I mean we …
Read More »IDC’s 2013 Chief Marketing Officer ROI Matrix: Are you a Marketing Leader, Achiever, Contender or Challenged?
IDC’s 2013 Chief Marketing Officer ROI Matrix If you are a B2B Marketer you’ve read the articles, heard the pundits, and attended the conferences – marketing is transforming. This is not ground breaking news. However, what you probably have not seen is a tangible and holistic way to measure your …
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