Webbiquity

NOVEMBER 10, 2020

Marketers who understand how these behaviors are evolving can set up their companies for success in the coming decade. Those who don’t risk misallocating marketing budgets by focusing on the wrong tactics. Buyers now consistently rely on five top sources of information–yet vendors typically concentrate on only two of these.

Enterprise Management 311

Enterprise Management Sales Management Work Management Marketing Management 311

Customer Experience Matrix

SEPTEMBER 24, 2018

Whether even that level of integration is available today is unclear but if we required every software vendor to only describe capabilities that are actually in place, the silence would be deafening. I’ll also admit to some initial fear that a solution from these vendors will reduce the need for stand-alone CDP systems.

Enterprise Management 295

Enterprise Management Work Management Marketing Management Marketing Automation Services 295

Customer Experience Matrix

DECEMBER 30, 2021

The CDP Institute just published its latest Industry Update, our semi-annual overview of CDP vendors with data on employment, funding, locations, and more. There were three pieces of information that stood out: Only four new vendors were added, compared with an average of fifteen in past reports. Download here. Download here.

Enterprise Management 260

Enterprise Management Work Management Marketing Automation Services Marketing Management 260

Webbiquity

SEPTEMBER 22, 2020

The virus caught most enterprises off guard. As this graphic shows, that included products like firewalls and VPNs, video conferencing software , and team collaboration tools. The good news for B2B tech vendors outside those specific areas is that nearly half of all IT spending is now targeted towards more general business needs.

Enterprise Management 261

Enterprise Management Work Management Purchase Marketing Management 261

InsightSquared

MAY 22, 2019

Many of you will at some point be faced with a board or executive team who want to get a slice of the juicy enterprise market after experiencing success in the mid-market. I have assumed that your product is enterprise-ready and that you have determined relevance in this new segment. Having the Right People in Place.

Enterprise Management 237

Enterprise Management Marketing Management Ad Building Forecasting 237

Customer Experience Matrix

DECEMBER 16, 2018

When the CDP concept was first defined, it referred to systems that built a customer database to support a specific marketing application such as predictive modeling or campaign management. But the nature of software products is to expand their functions. In itself, this progression isn’t news.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Webbiquity

AUGUST 4, 2020

But social media, paid advertising, and influencer marketing can also play important roles. A quick note on the ranking methodology: These 10 tools were searched across five popular software comparison sites: Capterra, G2Crowd, TrustRadius, SoftwareAdvice, and GetApp. Pricing: $79/$159/$299 per month; enterprise pricing by quote.

Webcast 363

Webcast Webinar Metrics Marketing Automation Services Enterprise Management 363

Martech

APRIL 23, 2024

Have you sensed that your martech solution or vendor is losing interest? Marketers understand that not all of their relationships are perfect. Have you outgrown your current solution? However, your vendor could begin tailoring their solutions to a smaller market.

Enterprise Management 118

Enterprise Management Work Management Marketing Management Vendors 118

Martech

FEBRUARY 27, 2024

AI is going to completely transform marketing. It is the enabling technology that will give us the ability to manage, analyze, and act upon the customer data we’ve collected to truly personalize and enhance the customer experience and journey. These are the very basics of technology management; it’s mind boggling.

Enterprise Management 119

Enterprise Management Marketing Management Vendors Marketing AI 119

Webbiquity

SEPTEMBER 26, 2023

An Expanding Event Ecosystem The state’s affinity for conferences, trade shows, forums, festivals, meetings, and events of all types has spawned an active and expanding ecosystem of event-related vendors. Interestingly, their offerings are more complementary than competitive, addressing different needs and market segments.

Enterprise Management 63

Enterprise Management Marketing Management Advertising Agencies Paid Search Agency 63

Customer Experience Matrix

OCTOBER 27, 2019

SessionM/Mastercard: most CDP acquisitions have been made by companies that are not primarily marketing software vendors. The exception that proves the rule is Salesforce’s purchase of Datorama, which it uses for marketing performance measurement, not as a CDP. They simply realized that buying was the better option.

Enterprise Management 257

Enterprise Management Work Management Marketing Management Paid Search Agency 257

Webbiquity

JUNE 22, 2021

Defining where your prospects are is the first step in developing your marketing plans, particularly for targeting advertising on Google or social networks. Do you sell into the small to midsized business (SMB) market? Large enterprises? If you sell software, is it more likely to be used in an office setting or on the go?

Buyer Personas 327

Buyer Personas Enterprise Management Marketing Automation Services Work Management 327

Webbiquity

JULY 28, 2020

The market is no longer just Zoom, Skype, and WebEx. A quick note on the ranking methodology: These 16 tools were searched across five popular software comparison sites: Capterra, G2Crowd, TrustRadius, SoftwareAdvice, and GetApp. Pricing: $12/$16 per organizer per month; enterprise pricing by quote. Pricing: free. GoToMeeting.

Enterprise Management 331

Enterprise Management Work Management Marketing Management Video Marketing 331

Webbiquity

FEBRUARY 13, 2017

That means if you are only monitoring your brand’s social media accounts, you’re missing most of the social conversation about your company, products, and services. Pricing: contact vendor for quote. Pricing: contact vendor for quote. Pricing: contact vendor for quote. Pricing: contact vendor for quote.

Marketing Automation Services 270

Marketing Automation Services Social Media Enterprise Management Budget Programs 270

Martech

JANUARY 21, 2022

Let’s say you work in martech for a large, well-known enterprise. Ideally, you’d want to follow a structured, test-based approach for how you bring new technology into the enterprise, and you’d expect participating vendors to follow your lead in the vetting process — out of respect, if nothing else. How it works.

Enterprise Management 124

Enterprise Management Work Management Marketing Management Vendors 124

Webbiquity

MARCH 7, 2017

Social media has become a core element of marketing across businesses of all types and sizes: maintaining active, optimized profiles; sharing industry-related updates; amplifying their own content; and engaging with prospects, influencers, advocates, and customers. Launch and manage a giveaway campaign in minutes without coding.

Marketing Automation Services 260

Marketing Automation Services Enterprise Management Social Media Paid Search Agency 260

Martech

JULY 15, 2021

Big martech vendors — even successful ones — routinely jettison or replace longstanding tools. Yet, when it comes to perceived viability and stability, enterprise customers often fear smaller martech players. Software vendors are no different, and who wants to get stuck with an unsupported product? Yet, IBM was not alone.

Enterprise Management 136

Enterprise Management Marketing Automation Services Marketing Management Vendors 136

Martech

JULY 29, 2022

Most B2B marketing organizations today practice some kind of account-based marketing (ABM) strategy. At its most basic, that means investing marketing and sales resources in guiding high value accounts through the journey to conversion. Your vendor shortlist. Narrow your list down to those vendors that meet your criteria.

Enterprise Management 129

Enterprise Management Marketing Automation Services Marketing Management Account Based Marketing 129

Customer Experience Matrix

JANUARY 27, 2021

It’s easy (and correct) to see these deals as efforts to assemble comprehensive marketing suites. These deals all involve CDPs with marketing automation functions (that is, segmentation, message selection, campaigns, personalization, and cross-channel orchestration). But it's not just that the buyers want to add a CDP their collection.

Marketing Automation Services 270

Marketing Automation Services Enterprise Management Marketing Management Lead Ranking 270

Martech

JANUARY 14, 2022

” It profiled some struggling enterprise software vendors sitting on large piles of cash because they IPO’d at pumped-up valuations just before the 2001 crash. Consider the case of the Interwoven content management suite—one of Forbes’s “undead” in 2002. A new generation of zombies.

Enterprise Management 122

Enterprise Management Marketing Management Vendors Burn Rate 122

Zoominfo

MAY 8, 2020

When it comes to sales and marketing, building a prospecting list of target accounts and contacts may feel like a good place to start, but identifying and analyzing the total addressable market should come first. Total addressable market (TAM) is the total available opportunity for your product or services.

Enterprise Management 273

Enterprise Management Marketing Management Analysis Marketing Analytics Tools 273

Webbiquity

OCTOBER 8, 2019

Business-to-business (B2B) marketing is a passion to those of us who’ve devoted our lives and careers to it. Here’s how to combat those myths and explain B2B marketing in a way that’s actually interesting to those outside the profession. Marketing and innovation produce results; all the rest are costs.'”

Enterprise Management 239

Enterprise Management Work Management Marketing Management Marketing Automation Services 239

Martech

JANUARY 6, 2022

An identity resolution platform can be a key tool to enable brand marketers to understand with confidence who your customers are and how to comply with the increasing patchwork of consumer privacy regulations. Many of the vendors profiled in this report also provide blogs, e-books and interactive tools that can help.

Enterprise Management 124

Enterprise Management Work Management Marketing Management Vendors 124

Customer Experience Matrix

JUNE 11, 2019

By that measure, the purchases of data analytics vendors Looker by Google , Tableau by Salesforce , and Origami Logic by Intuit within a three week span must signify something. Is it that martech suites must now include business intelligence software? I think not. Indeed, Looker already runs on Google Cloud.

Enterprise Management 253

Enterprise Management Marketing Management Analytics Acquisitions 253

Martech

JUNE 17, 2022

An identity resolution platform can be a key tool to enable brand marketers to understand with confidence who their customers are and how to comply with the increasing patchwork of consumer privacy regulations. Many of the vendors profiled in this report also provide blogs, e-books and interactive tools that can help.

Enterprise Management 124

Enterprise Management Work Management Marketing Management Vendors 124

Webbiquity

JANUARY 18, 2022

The value proposition of intent data vendors is typically that will combine their data (which is third-party data from your perspective) with your website analytics data (your first-party data) to identify companies that are actively looking to buy what it is you sell, and where they are in the buying process. It’s Not for Everyone.

Intent Data 333

Intent Data Marketing AI Intent Lead Ranking 333

Customer Experience Matrix

OCTOBER 29, 2024

It isn’t composability or CDP, or the vendors who have adopted the “composable CDP” label. What’s dead is “composable CDP” as a distinct category of software. But the term did have a broad meaning along the lines of “software components that provide functions needed in a CDP.” The composable CDP vendors saw this day coming.

Enterprise Management 177

Enterprise Management Work Management Marketing Management Marketing Automation Services 177

Customer Experience Matrix

MARCH 3, 2019

Informatica announced last week that has purchased AllSight , a Toronto-based Customer Data Platorm vendor. This is interesting on several levels: A CDP vendor is being bought by an established enterprise data management firm. which purchased Treasure Data , is not a typical enterprise software vendor.

Enterprise Management 205

Enterprise Management Work Management Marketing Management Buy 205

Martech

JULY 28, 2022

A marketing performance management (MPM) system employs statistical modeling and machine learning to holistically evaluate the performance of a company’s marketing initiatives on bottom-line impact. Its purpose is to help marketers allocate future spend and bring it in line with business goals.

Enterprise Management 110

Enterprise Management Work Management Marketing Management Vendors 110

Martech

MAY 3, 2023

Once you have determined that enterprise SEO software makes sense for your business , spend time researching individual vendors and their capabilities. Does the vendor seem to understand our business and our marketing needs? Will it manage the page relationship and directional recommendations?

Enterprise Management 119

Enterprise Management Digital Asset Management Work Management Marketing Management 119

The Point

JUNE 23, 2020

B2B marketing has seen a dramatic change in the last decade, driven by radical advances in marketing technology and the emergence of new channels. Even if you acknowledge that change as fact, however, it’s easy to become cynical (as I have) when vendors and thought leaders are constantly proclaiming the “death” of the old ways.

Lead Ranking 261

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 261

Martech

JANUARY 26, 2023

They let marketers collect, analyze and act upon the growing volume of data being captured from inbound calls to businesses. After you’ve determined if your company needs one , it’s time to select a vendor and schedule demos. Does the vendor seem to understand our business and our marketing needs?

Marketing Automation Services 124

Marketing Automation Services Enterprise Management Work Management Marketing Management 124

Webbiquity

AUGUST 6, 2019

The “freemium” model for software marketing—giving away a limited version of an online software product in order to entice users into paying for a scaled-up or full-featured version—started gaining traction back in early 2013 and really took off over the next 18 months. Guest post by Ayush Trivedi.

Enterprise Management 178

Enterprise Management Marketing Management Budget Programs Buy 178

Customer Experience Matrix

FEBRUARY 13, 2020

It’s easy to confuse the Adobe Experience Platform, the core system for collecting customer data, assembling profiles, applying machine learning, and sharing the results with services and applications, with Adobe Experience Manager, the Web content management system that is one of those applications. Got that?

Enterprise Management 286

Enterprise Management Marketing Management Ideal Customer Profiles Profiling 286

Webbiquity

SEPTEMBER 4, 2018

The shift from brick-and-mortar to ecommerce that’s been playing out over the past two decades in the B2C world is increasingly impacting B2b vendors. Giants like Amazon have also launched Amazon Business to reach small and medium enterprises. B2B brands need to charge up their marketing strategies to stay ahead in the market.

Enterprise Management 210

Enterprise Management Marketing AI eCommerce Work Management 210

Webbiquity

MARCH 31, 2022

B2B marketers are expected to wear many hats. They must manage multiple campaigns simultaneously, while working effectively with partners across the globe. They need to manage their marketing budgets prudently and make sure every dollar is spent wisely. With B2B marketing, it’s all about value.

Marketing Budget 300

Marketing Budget Enterprise Management Sales Management Work Management 300

Martech

JULY 22, 2021

When talking about martech, we most often think about tools that allow us to perform a specific task related to marketing — analyze traffic on our websites, aggregate and understand customer data, deliver personalized messaging, etc. But most marketing initiatives require we employ multiple tools to achieve our objectives.

Work Management 145

Work Management Enterprise Management Marketing Management Marketing Automation Services 145