Resilience: The New 2020 Marketing Theme?

Posted by Betsy Lillian on 10/28/20 9:45 AM

The year 2020 has demonstrated why clear visibility into plans more than just once a year, half or even quarter is essential for marketing leaders. If you can’t see what’s happening in the first place, you’re not going to be able to adjust accordingly for sudden market changes.

Underscoring just how vital resiliency is when it comes to marketing planning, a recent blog from Forrester SiriusDecisions’ Meta Karagianni puts it this way:

“The ability to manage unplanned events and calibrate and adjust sales and marketing plans quickly is no longer a nice-to-have but a critical muscle B2B sales and marketing leaders must develop.”

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Topics: Effective Planning, Marketing Technology, Marketing performance management, Marketing Performance

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

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

How Can Retail Marketers Better Meet Their Goals?

Posted by Betsy Lillian on 2/5/20 1:32 PM

With inadequate data management practices, many retailers are having trouble meeting their marketing objectives, finds new research. Although these martech leaders put acquiring new customers and improving customer experience at the top of their list of goals, they’re not actually able to spend enough time working directly to reach them. To combat this problem, first and foremost, they need to get more from their martech stack.

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Topics: Martech, Marketing Technology, marketing strategy, retail marketing, marketing

9 Questions to Ask Before You Make a Martech Investment

Posted by Patrick Kilgore on 11/14/16 2:36 PM

Many businesses have more tech products than they need. The martech market is so full of new and exciting products that it’s easy to be swayed by the possibilities of tech tools that sound great (and even are great), but aren’t necessarily a good fit for your organization.

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Topics: Hive9, Martech, Marketing Technology

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