Over the last year, we’ve interviewed a lot of marketing operations practitioners. Those that come to mind quickest include Leslie Cocco Alore of Iron Mountain, Gary Katz of Marketing Operations Partners, Tom Kahana of Imprivata and Jennifer Clegg of CA Technologies.
It’s 2016 budget planning season. And with account-based marketing (ABM) on the minds of B2B marketers everywhere, we thought a quick guide to the various ABM technologies and the vendors that supply them would be helpful.
Kicking off an effective ABM program requires two initial efforts:
Don’t get me wrong – developing buyer personas and creating content based on these role-based identities is crucial in marketing.
Creating personas by definition, however, pigeon-holes large groups of people. And whenever we do this, we can suffer from unintended results – unless we’re aware of such effects and ways to counteract them.
The following three persona-based content side effects often hamper our content marketing performance:
With all the discussion around account-based marketing (ABM), I wanted to take some time to address an issue that most ABM conversations seem to be missing: Accounts don’t buy technology – people do.
As marketers, we may sell to companies, but we market to people. And these people have varied reasons for making a purchase, spurred by specific needs and driven by distinct personalities.
An Interview with Jascha Kaykas-Wolff, co-founder of Growthverse
Marketing Technology has become an important weapon in the quest to discover, engage and delight customers. While marketers try to sort through their needs and identify what and with whom to invest in, it seems like every week there’s a new landscape or “MarTech stack” produced by a vendor or industry pundit.
I rather recently discovered something very refreshing, a new perspective on the landscape created by CMO Jascha Kaykas-Wolff and Kobie Fuller, Partner at Accel. It’s called Growthverse, an interactive, living, breathing tool marketers can use to discover and sort through marketing technologies and the solutions providers that may be right for their organization.
I had a chance to chat with Jascha last week about Growthverse and the current state and future of marketing technology. Here’s the scoop.
Most marketing technologies these days have multiple applications. Two separate systems may provide completely complementary capabilities for one marketing organization, while being entirely redundant for another.
This is just one reason why thoroughly researching your marketing tech investments is so important. While there never seems to be enough time to perform an adequate vetting process these days, any time spent qualifying the best solutions and vendors will save you and your colleagues time, effort and budget down the road. And with 2016 only a quarter away, it’s time to start your search.
So I just got back from INBOUND 2015. Inspirational speakers. 14,000 happy marketers. So much great content that choosing which sessions to attend was as difficult as ordering dessert at the Cheesecake Factory. And, of course, the HubSpot product announcements.
This year, the marketing software provider rolled out:
Just a year ago, there was wide industry debate regarding whether all-inclusive marketing clouds (such as those offered by Adobe, Oracle, IBM and Salesforce) or best-of-breed marketing technology stacks would become the marketing organization norm.
In fact, the discourse was so rampant in 2014 that it provided me with enough fodder to write a three-part series on the topic, which I somewhat regrettably titled “The Platform Wars.”
What I didn’t realize at the time was that this debate wasn’t only about marketing tech strategy or vendor prowess in the martech space. No, it was about something much more significant: Would marketers and their organizations own new tech responsibilities, embrace innovation and learn new skills, or would the shy away from the challenge and leave the innovation to the tech vendors?
I often witness my colleagues’ hesitance about having to adopt a new platform. Whether it’s for sales, HR, marketing or accounting, there’s always some push back.
I understand that, especially with the rapid proliferation of marketing tech, adding another platform, system, tool, etc. is just one more thing we have to log into and learn how to use. But we should keep our irritation in perspective.
There’s a very good reason we’re continuously adding new tools: the benefits of a properly selected tech solution far outweigh our irritations.
I participated in a MarTech “Tweet Jam” last week. Basically, it was 14 Marketing Tech pros (full list/handles at bottom of this blog) bantering, debating and discussing the “convergence of MarTech” on Twitter in a real-time, online Q&A.