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

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

Four Tips to Improve Your Data Democratization and 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

Marketing, Are You and 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

What's a Good Martech Investment You Could Make Instead of a Super Bowl Ad?

Posted by Betsy Lillian on 1/30/20 2:25 PM

Happy Super Bowl Sunday! Whether you’re thrilled or crushed you won’t see the Patriots - say what? - in the big game this year, you’re bound to be entertained by at least a few exceedingly pricey commercials, which are estimated to sell for roughly $175,000 per second. Yup, according to CNBC’s estimates, it’ll cost a company a total of $5.25 million for 30 seconds of advertising this year, which is up from $37,500-$42,500 per spot back in 1967, the year of the first Super Bowl.

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Topics: Marketing Planning, Marketing Analytics, Martech, marketing measurement, marketing data, Marketing performance management, Marketing Performance

Why Two Budgets Are Better Than One

Posted by Betsy Lillian on 1/15/20 2:45 PM

C.S. Lewis authored the often quoted saying that “two heads are better than one.” Why? “[N]ot because either is infallible,” the British writer said, “but because they are unlikely to go wrong in the same direction.” Of course, Lewis wasn’t referring to marketing strategy, but the quotation proves an apt concept in this space, particularly when it comes to effective budgeting.

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Topics: Marketing Planning, Marketing Analytics, Budgeting, Revenue Attribution, Marketing Budgeting, marketing data, agile marketing

Finance Needs Accountability: Get Everyone on the Same Page

Posted by Bruce Brien on 11/20/19 1:21 PM

What’s your relationship with finance like? If the answer is that there’s room for improvement, then it’s time to start giving finance the accountability it needs - and here’s why.

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Topics: financial integration, marketing data, B2B, Marketing Performance, marketing strategy

Shine a light on your marketing planning efforts to deliver better performance

Posted by Bruce Brien on 5/3/19 2:00 PM

Planning can be a dirty word in any aspect of business, especially marketing. Planning is difficult. It takes time and resources to be done right. It takes skills, tools and a solid process to execute. And it takes data, data that must be cleaned and aggregated into consumable insights for it to be usable for the planners.

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Topics: Marketing Planning, Financial Planning, Budgeting, Revenue Attribution, Marketing Budgeting, Hive9, Effective Planning, Marketing Insights, ABM, marketing data, Marketing Performance

Marketing Measurement Is More Than Taking Credit

Posted 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.

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Topics: Hive9, marketing measurement, marketing data

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