Patrick Kilgore

Patrick Kilgore is Hive9's Director of Marketing.

Recent Posts

Ensure Your B2B Martech Purchase Takes Root

Written by: Patrick Kilgore on 2/8/17 12:53 PM

Most marketing technology purchasing decisions involve a process. At 42% of large companies, ten or more people are typically involved making a purchasing decision. It makes sense that a variety of stakeholders should therefore be able to weigh in. But the trickier question is: which ones?

Read More

Topics: Hive9, Martech, B2B

Turn Marketing Analytics into Sales Enablement

Written by: Patrick Kilgore on 2/1/17 10:43 AM

The most effective marketing organizations in 2017 (and beyond) will be those who break down any remaining barriers that prevent them from working harmoniously with sales. Collaboration is the path to better results for both teams, a bigger contribution to the company’s bottom line, and a clear justification for getting a sizeable budget renewed each year.

Read More

Topics: Marketing Analytics, Hive9, sales, sales enablement

Build a Foundation of Planning

Written by: Patrick Kilgore on 1/16/17 3:36 PM

As marketers, a big part of the job is “doing” – e.g. coming up with creative ideas, creating content, and developing marketing campaigns. When you spend your days doing, you feel productive. You feel like you’re accomplishing something. And you are, but getting things done shouldn’t be all that your job’s about.

Read More

Topics: Marketing Planning, Hive9

Deploying Dynamic Marketing Planning

Written by: Patrick Kilgore on 1/9/17 3:13 PM

At Hive9, we believe planning to be the cornerstone of a data-driven marketing approach. Unfortunately, planning is a term that’s often used and seldom explained.

It’s entirely possible to hear the term “marketing planning” and conflate it with simply having a budget or a general penned strategy, but the two aren’t the same thing. That’s merely step one in the kind of iterative process we’re talking about when we use the term.

Read More

Topics: Marketing Planning, Hive9

Marketing Measurement Is More Than Taking Credit

Written by: Patrick Kilgore on 12/29/16 12:18 PM

Better access to data gave marketing departments something that long felt elusive before: a specific measure of success. Until recently, so much of what marketers did was hard to measure. We assured the CEO and CFO that our work was making a difference, but it was difficult to prove in a tangible way.

Read More

Topics: Hive9, marketing measurement, marketing data

Marketing Planning with Financial System Integration

Written by: Patrick Kilgore on 12/20/16 1:51 PM

The relationship between marketing and finance is a complicated one. Marketing relies on finance for incremental budget approval and continuously works to report results that prove their value to the organization. Finance in turn looks to marketing to help break down and reconcile costs, as each group has their own set of budget processes.

Read More

Topics: Marketing Planning, Hive9, financial integration

Behind the Scenes of Marketing Personalization

Written by: Patrick Kilgore on 12/15/16 2:08 PM

Every day we’re marketed to in a fashion that has nothing to do with us. We’ve grown so used to this phenomenon, in fact, that most of us hardly see poorly matched advertisements or emails anymore. The marketers behind those messages are likely wasting both their time and money.

Read More

Topics: Hive9, Marketing Personalization

Marketing Forecasting 101

Written by: Patrick Kilgore on 12/8/16 4:15 PM

As marketers, we’re constantly working to predict future outcomes. We must both anticipate what tactics are most likely to pay off and how long they’ll take to begin yielding results. That guesswork drives marketing decision-making as we attempt to meet and exceed organizational targets.

Read More

Topics: Hive9, Effective Planning, Marketing Insights

Time For An Update – Are Your Personas Long Overdue?

Written by: Patrick Kilgore on 11/30/16 2:05 PM

Personas have long been a go-to tool for helping marketers understand their audience better. In the era of data-driven marketing, they’ve taken on a new level of importance.

Read More

Topics: Hive9, Marketing Personalization, Personas

Improve Your Content Strategy with Data

Written by: Patrick Kilgore on 11/28/16 11:56 AM
Content marketing has been one of the biggest marketing success stories of the past few years, with 89% of companies focusing on this approach citing positive results. But like any marketing tactic, you can put resources into content marketing only to watch it fail. Read More

Topics: Hive9