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Adopting a buying group framework for your basic ABM strategy
All marketers can agree that a cohesive buying journey across all touch points and channels is essential. The typical buying group for a complex B2B solution involves six to ten decision makers and they are moving outside the marketing funnel by changing the way they...
The characteristics of an effective digital leader – part 2
In our first blog in this two-part series, we looked at how to set a vision for digital change and how to integrate digital into not only the marketing team, but the wider organisation. Below we’ll take a look further into how to implement change by looking at...
The characteristics of an effective digital leader
Digital transformation is changing every aspect of business including directing strategy, setting objectives and redefining future aspirations. The impact is both operational efficiency and customer experience. With driving change towards digital still a priority, B2B...
CMOs lose out on 13% of their marketing budgets due to underutilised MarTech
Bristol, UK: Modern, the B2B digital marketing consultants, have released new research which finds that two out of three Chief Marketing Officers (CMOs) are using less than 50% of their marketing technology stack. According to a survey conducted by Statista,...
Can CMOs tame their technology challenges?
In an era of ongoing uncertainty, CMOs continue to face constant evolution and great expectations. And things aren’t getting any easier, especially with the pandemic pushing towards a digital-first focus. New challenges, opportunities, and evolving priorities mean...
Measuring ROI from ABM
Over the last few years, there has been a significant push to embark on Account-Based Marketing (ABM) programmes, whether one-to-one focused programmes, one-to-few or one-to-many. ABM is evolving quickly and more marketers are using this to revolutionalise B2B...
How to choose from Pardot Forms and Form Handlers
Whether you have recently purchased Pardot (recently renamed to Marketing Cloud Account Engagement or MCAE for short) and are in the midst of configuring it, or it's been installed for a while, deciding what forms you want to use on your website to capture the data is...
Marketing Technology Strategy: Barriers to Success
Having recently reviewed the output of a research piece by the Modern team, I was struck by the overwhelming response from CMOs that innovation and integration are the two key areas hampering the delivery of their objectives. What emerges from the research is that...
How can B2B marketers get the most out of Pardot?
Get the most out of Pardot Getting a shiny new marketing automation tool is always fun and games. But it’s also a big investment, which means B2B marketers are always under pressure to start demonstrating its value straight away. With that in mind, it’s still never...
Are B2B marketers stuck behind ‘walled gardens’?
Tackling data privacy regulations in a data-driven, digital-first marketing world is not easy. Between new data privacy regulations and the abolishment of third-party cookies, it’s clear that the heyday of endless granular consumer data is reaching its end. This is...