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Business of Marketing > Staffing

Businesses Shifting Tech Value Expectations From CX to Revenue Growth

March 9, 2017

More than half of business and IT leaders (57%) cite revenue growth as the greatest value that they expect from digital technology investments, up from 45% the previous year, finds PwC in a new report [pdf]. The growing expectation for revenue gains appears to be at the expense of the customer experience, which declined as the biggest value objective (down from 25% to 10% of respondents). Read more »

Why Aren’t CMOs Making Greater Use of Marketing Analytics?

March 6, 2017

There's been no progress in CMOs' use of marketing analytics, according to the latest edition of the biennial CMO Survey from Duke University's Fuqua School of Business. If anything, the use of marketing analytics is losing steam: respondents say that fewer than one-third of projects used analytics prior to a decision, down from 37% five years ago. Read more »

Today’s CMO: Relatively Young, With the Shortest Tenure in the C-Suite

February 27, 2017

It may be the age of marketing, as leading marketers increasing influence product innovation and new business models, move away from a cost-center perception, and expand into strategic business leadership. But CMOs have less time to work their magic than other members of the C-suite, according to a Korn Ferry study. Read more »

How Companies Plan to Boost Marketing Agility

February 13, 2017

More marketers consider technology (45%) to be critical to agile marketing success than do process and organization (33%), according to a report from Aprimo and Forbes Insights [download page]. But when it comes to their top agile marketing challenges, the pendulum swings to process and organization, as too much organization bureaucracy (47%) is the leading challenge, with the lack of right technologies (17%) trailing distantly. Read more »

The Biggest Challenges to Contact Data Accuracy

February 10, 2017

Recent research indicates that marketing and sales measurement data continues to be a problem for marketers, and likewise that improving data quality is both the biggest challenge to marketing data success and the most important objective of a marketing data strategy. So what's the reason for inaccuracies? A study from Experian Data Quality [download page] offers some insights. Read more »

Which Customer Marketing Activities Are Most Broadly Used by B2B Firms?

January 16, 2017

B2B companies are relying more on customer references and testimonials than on any other type of customer marketing activity, details a report [download page] from Influitive and Koyne Marketing. Based on a survey of 202 respondents, largely from B2B (77%) and hybrid B2B and B2C (16%) companies, the study indicates that this is the only activity with majority (62%) adoption. Read more »

Very Few Americans Trust Advertising Practitioners’ Honesty

December 27, 2016

When it comes to rating the honest and ethical standards of people in various professions, American adults rate medical professionals highly. But advertising practitioners? That's a different story. In fact, just 11% of adults rate advertising professionals highly for their honesty and ethics, according to Gallup's latest research on this topic. 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 »

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 »