Welcome to the second episode of the CMO Soapbox, the video series in which Springbox Managing Director John Ellett interviews top CMOs and marketing thought leaders. In this episode, John catches up with Lytics CMO Darren Guarnaccia at the Gartner Digital Marketing Conference to discuss trust-based marketing and how it can help marketers avoid deploying “weapons of mass irritation.”
Marketing Driven Revenue
In the last 5 years, the definition of success for a marketing organization has changed. Back in 2014, success was defined by the amount of leads the team delivered. In 2018, all we talk about is marketing's direct impact on the revenue of a business. As the landscape of how, where and when buyers consume information changes, so does the relationship between the teams responsible for their impact on overall business revenue. With more information available at a buyer’s fingertips, over 70% of the purchase decision process is complete before a potential buyer engages with a sales person. Specifically, in long sales cycles, marketing can look a lot more like sales enablement, delivering digital information long after a sales person begins engaging with a prospect or opportunity. Because of this change, along with the rapid advancement of technology and the increased availability of data, the systems and processes marketing teams utilize in order to better connect with potential buyers have expanded, evolved and become more technically complicated.
The following is an excerpt from John Ellett's blog for Forbes. To read the full article please follow this link.
At the recent Gartner Digital Marketing Conference, Brent Adamson, principal executive advisor at Gartner, shared highlights of research on how businesses make purchase decisions. According to Adamson, the research exposes flaws in how B2B marketing and sales teams currently operate with each other. According to the study, B2B buyers are utilizing digital resources throughout their decision journey, not just in the early discover and exploration phases. This misconception by marketing and sales teams has led to an organization process that doesn’t align with the buyer’s needs.
Springbox CEO Tom West breaks down how our digital leadership model can help growth companies achieve significant gains in shareholder value.
The Trend Report is back! You can all unbate your breath. This month we look at a battle of the bots, group video Snapchats and much, much more.
Welcome to the first installment of CMO SoapBox, a video series of discussions with top CMOs and marketing thought leaders. In this installment, I interview Kieran Hannon, global CMO of Belkin International, to get his perspective on delivering integrated customer experiences and the importance of courage in being a marketing change agent.
On Monday, March 19, Google quietly announced its new program Shopping Actions. The program is partnering with some of the biggest retailers in the country in an effort to compete against Amazon.