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Business of Marketing > Internal Collaboration

Marketing and Sales Data Cleanliness Remains A Challenge

January 16, 2017

Marketing is becoming more data-driven, but the extent to which such efforts can achieve results is very dependent on the quality of the data at hand. According to new research from Allocadia [download page], some companies have it figured out, but many are still struggling with messy or silo'd data. Read more »

Marketing-IT Relationship Reportedly Improving As Alignment on Business Goals Rises

December 16, 2016

More than 9 in 10 senior marketing and technology executives say that their relationships are more aligned on business goals than last year, including roughly one-third who said that their teams have much better alignment, per results from the 2016 CMO Digital Benchmark Study [download page] from Leapfrog Marketing Institute. Read more »

Are Marketers Facing Tech Overload? Plus, Where’s the Money Going?

December 14, 2016

steelhouseforrester-marketing-tech-vendor-management-dec2016Recent research has offered competing visions of marketing technology needs, as the flexibility offered by best-in-breed solutions is contrasted with the array of choices and vendors that need to be managed. And while it seems that more marketers opt for a best-in-breed architecture as opposed to a single-vendor, newly-released survey results [download page] commissioned by SteelHouse indicate that marketers truly are managing a variety of vendors. Read more »

CMOs Say They Want to Spend Their Time on Strategy

December 12, 2016

cmocouncildeloitte-where-cmos-want-to-spend-time-dec2016Marketing has high expectations as a growth driver among senior management and the board, according to a report [download page] from the CMO Council and Deloitte, which argues that the CMO is no longer tasked primarily with brand ambassadorship but rather with revenue generation and growth strategy. Read more »

Top 10 Marketing Charts of the Month – November 2016

December 7, 2016

mctop10nov-16-entryThis month's quick-hit set of top charts includes the following topics: social network user demographics; product discovery on social; digital display ad benchmarks; reducing email list churn; what finance wants from marketing; B2B social content effectiveness; constructing B2B buyer personas; content strategists' top initiatives; top trends in marketing technology; and holiday 2016 retail spending forecast. Read more »

Enterprise Social Business Goals and Initiatives Focus on the Customer

November 23, 2016

altimeter-most-important-social-business-objectives-nov2016Social strategists at large companies for the first time say that improving the customer experience is their top social business objective, according to the latest annual State of Social Business report [download page] from Altimeter, a Prophet Company. Of the 523 respondents surveyed from organizations with more than 500 employees, 82% indicated that improvement in their relationship with customers and customers' experience with the brand was an important objective. Read more »

Here’s What Finance Wants From Marketing

November 18, 2016

neustarforrester-finance-goals-working-with-marketing-nov2016Few decision-makers in marketing and finance roles say that these two departments plan and work collaboratively towards shared goals, according to a Neustar-commissioned study [download page] conducted by Forrester Consulting. The report indicates that process (chain of command, rules and regulations), people and technology are all hindering marketing and finance from making more collaborative decisions. Read more »

How Enterprise-Level B2B Demand Gen Marketers Are Constructing Buyer Personas

November 11, 2016

annuitas-criteria-used-b2b-enterprise-marketers-develop-buyer-personas-nov2016Almost two-thirds of B2B marketers at enterprise-level organizations (at least $250 million in revenues) utilize buyer personas in the planning of demand generation programs and activities, and another 22% are in the planning stages. That's according to the 2016 B2B Enterprise Demand Generation Survey [download page] from ANNUITAS, which details an increase in the use of buyer personas in demand generation programs. Read more »

B2B Marketers See Customer Experience As An Exciting Opportunity. So What Are Their CX Priorities?

November 7, 2016

econsultancyadobe-improving-the-customer-experience-nov2016Optimizing the customer experience is the single most exciting opportunity for B2B marketers this year, and will remain one of the most exciting opportunities in five years' time, according to the B2B Digital Trends 2016-2017 report [download page] from Econsultancy and Adobe. Strategy is the most important element to success, per the survey's respondents, though well-designed user journeys are also considered critical by many. Read more »

Here Are the Initiatives That Content Strategists Say They’ll Be Rallying Around

November 2, 2016

altimeter-content-strategists-future-investments-nov2016Content marketing is set to be more of a cross-departmental effort, according to a new study [download page] by Altimeter, a Prophet Company. Based on a survey of more than 500 content strategists in North America and Europe, the report looks at the level of investment in future activities such as technology investment and paid content promotion. Read more »