Adopting an Agile Approach? Don't Forget a Few Key Things

Posted by Betsy Lillian on 10/6/20 11:24 AM

At the start of the year, we took a deep dive into the concept of agile marketing and what it takes to adopt the approach for your marketing team: proper planning and training and, crucially, a collaborative and centralized planning solution (among other things, of course).

In a newly released Gartner report, the research and advisory firm underscores the importance of centralization, as well as the continued growth of agile practices. According to a survey of more than 400 marketing leaders, almost two-thirds of marketing teams are either “fully or primarily” centralized.

“CMOs are evolving their teams through increased centralization, more functional alignment and continued exploration of agile marketing practices,” Gartner says. “These changes are helping build more scalable, flexible and resilient marketing organizations.”

So, what does it take for marketing leaders to achieve this centralized approach?

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Topics: Marketing Planning, Effective Planning, Marketers, Data Visualization, Marketing Insights, Campaigns

Revisiting 2020 Marketing Strategies: What’s New?

Posted by Betsy Lillian on 8/18/20 9:52 AM

When you look back at 2020 marketing predictions published prior to the pandemic, you might notice advice that ended up being pretty spot-on, a little inaccurate or maybe even more relevant than you anticipated in terms of its representation of our actual state of affairs this year.

Of course, any misrepresentation we discover now is understandably justified, but it’s interesting to look back and see where we thought we would be—as well as what, even through all the chaos, has still rung true.

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Topics: Martech, Marketing Technology, Marketing Insights, Best Practices, marketing measurement, Marketing performance management, Marketing Performance, marketing strategy

Why Spreadsheets Still Aren't Great for Marketing Management

Posted by Betsy Lillian on 7/23/20 10:10 AM

It’s been nearly five years since we posted a blog denouncing the use of spreadsheets for complex marketing performance management.

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Topics: Marketing Analytics, Demand generation, Data silos, Marketing Budgeting, Marketers, marketing measurement, marketing data, collaboration

Happy New Year? A Marketing Strategy for 2020.5

Posted by Betsy Lillian on 6/30/20 9:45 AM


If you’re ready to leave the trials and tribulations of 2020 marketing in the dust, you might be excited to learn about a new concept that’s been floating around: 2020.5.

With the end of the first half of 2020 now at our doorstep, why not commemorate the milestone by rethinking your strategy for the second half? (Unless, of course, your year has been a breeze, marketing-wise – in that case, carry on as usual.)

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Topics: Marketing Planning, Effective Planning, Business Intelligence, Data Visualization, Marketing Technology, Marketing Insights, marketing measurement, marketing data, Marketing performance management, marketing strategy

The CRM “lead” conundrum: Why did they have to get it so wrong?

Posted by Bruce Brien on 5/27/20 1:30 PM

I am talking about the word “lead” with regard to marketing and CRM systems. We have gotten it completely wrong for decades, and it has caused a great deal of problems and unnecessary expense for many organizations. 

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Topics: Marketing Planning, Buyer's journey, Marketers, Marketing Technology, Marketing Insights, marketing measurement, marketing data, B2B, marketing strategy

Your Marketing Campaign Shouldn’t Take Ages to Launch

Posted by Betsy Lillian on 5/19/20 10:01 AM


To justify their marketing spend, marketing leaders are under constant pressure from their organization to deliver ROI. Right now especially, with ever-changing plans and budgets, they’re grappling with the best way to do so, whether that’s through reallocating funds from canceled events, reducing their overall budget, or, as everyone has heard, pivoting (the marketing buzzword of 2020?) their campaign strategy to address their audience’s focus on remote work or virtual events.

To get a sense of the current struggle, let’s take a look at what marketing leaders Denise and Christine have been up to.

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Topics: sales enablement, Marketing performance management, Marketing Performance, alignment

Four Tips to Improve Data Democratization & Get the ROI Everyone Wants

Posted by Betsy Lillian on 4/29/20 11:56 AM

Is your company’s data analytics practice up to snuff, or are there things you could improve? During Adobe’s recent virtual Summit, two analytics experts teamed up to offer tips and tricks on bringing a “data-driven, decision-making culture” to your organization, starting with democratizing your data.

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Topics: Marketing Analytics, Marketing Automation, Marketing Personalization, Data Visualization, marketing data, Marketing Performance, marketing strategy, marketing

Tracking the Impact of Your COVID-19 Plans

Posted by Betsy Lillian on 4/21/20 10:17 AM

Figuring out your optimal marketing strategy during a global pandemic is unprecedented. There’s a lot of helpful advice out there, but because we’ve simply never experienced a crisis like this in the age of digital marketing, it’s safe to say nobody knows exactly what the secret recipe is for marketing your brand, reallocating your spend and, in the end, maintaining strong ROI.

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Topics: Marketing Planning, Marketing Budgeting, Marketing performance management, Marketing Performance, marketing

Hive9 Customer Taconic Supports COVID-19 Research

Posted by Betsy Lillian on 4/15/20 10:19 AM

We wanted to take the time to highlight some important work one of our customers is undertaking for COVID-19 research.

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Topics: taconic biosciences, hive9 customers, coronavirus research, covid-19 research

Marketing, Are You & Finance Aligned? Five Evergreen Tips for Getting in Sync

Posted by Betsy Lillian on 3/17/20 12:34 PM

We’ve talked a lot recently about how creating the most effective marketing plan is a team sport involving departmental input across your organization, especially between marketing and sales - but collaboration between marketing and finance is certainly no exception.

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Topics: Financial Planning, Marketing Budgeting, marketing data, B2B, marketing strategy, alignment, collaboration, visibility, marketing

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