4 Steps to Prove Marketing's Value to the CEO

Written by: Patrick Kilgore on 3/24/17 9:26 AM

One of the biggest challenges that marketing has historically had is convincing the rest of the company of its worth. You know the work you do is valuable and helps the company make money, but it hasn’t always been easy to convince people in other departments and the c-Suite that’s the case

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Topics: Hive9, Marketing Insights, B2B, Marketing performance management

Building Demonstrable Marketing Results

Written by: Jason Andrade on 3/14/17 11:51 AM

Developing a marketing system that emphasizes measuring and demonstrating the results of your marketing efforts requires time, commitment, and proper technology. All of that is difficult, but sometimes the hardest part is embracing the change in mindset it requires.

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Topics: Hive9, Marketing Insights, B2B

ABM Best Practices, According to Research

Written by: Jackie Gonzalez on 3/7/17 2:43 PM

For a lot of B2B businesses, an account-based marketing strategy represents an effective way to target and win the customers that are most valuable to you. 84% of the businesses that do account-based marketing and measure how well it works cite a higher ROI from an ABM strategy than from the other types of marketing conducted.

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Topics: Hive9, ABM, Best Practices

Benefits of Marketing Planning Across the Organization

Written by: Patrick Kilgore on 2/23/17 2:35 PM

You’ve seen it happen over and over again. Your marketing organization sits down and really does the work of outlining their goals and creating a marketing plan. Then, as the organization’s different departments get mired in the day to day of doing their jobs, the plan is deviated from and ultimately forgotten.

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Topics: Marketing Planning, Hive9

8 Tips for Hiring B2B Marketing Talent

Written by: Patrick Kilgore on 2/16/17 9:00 AM

Despite the powerful tools and technologies on the market, human capital is still a major factor in marketing success. Building out a solid marketing organization requires being able to both identify talent and cultivate and keep it once spotted.

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Topics: Hive9, Marketers, B2B, hiring

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?

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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.

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Topics: Marketing Analytics, Hive9, sales, sales enablement

Justifying Your Marketing Budget

Written by: Jackie Gonzalez on 1/24/17 3:04 PM

How much you can accomplish in any given year or quarter is dependent, at least in part, on how much money you have to spend. Unfortunately for marketers, the people with the power to decide how big your budget will be from year to year don’t always see things with the same eyes that marketers do.

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Topics: Financial Planning, Marketing Budgeting, Hive9

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.

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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.

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Topics: Marketing Planning, Hive9