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CMO insights

Five Critical Tips for Strategic Planning in the Midst of the Pandemic

With frequent market shifts and an ongoing pandemic, it’s crucial to plan efficiently, effectively, and strategically. Planning this year has been radically different than any other year in my experience. The past few months have been a steep learning curve, but that’s not going to stop my or many other marketing organizations from delivering results. Here are my five critical tips to strategically plan for the unknowable. Tip #1 - Align Marketing’s Strategic Targets With Corporate Goals Driving impact for the business is…

The 5 ABM Myths and Their Face-off with the Truth(s)

Account-based marketing - now known as ABM -  is not a new concept.  It was first coined by the Information Technology Services Marketing Association (ITSMA) back in 2003.  But it is a concept that is entering the mainstream as analysts such as Gartner and Forrester now cover ABM as an emergent category. However, the challenge with a concept that has been around 17 years is that most marketers' understanding of ABM is based on outdated thinking and concepts.  So it’s time we address these ABM myths head-on, explain why…

Shifting Sands in B2B Marketing in 2018: New Avenues in Self-Service Customer Portals, Contextual Targeting, and Smartphone Metrics

Part Three of  the Predictions Series for 2018 Covers Futuristic Insights on Marketing to the Millennials, Mobile Marketing Trends, and the Changing Face of Contextual Targeting The Holiday Season is over, and the New Year has brought a fresh battery of B2B marketing ideas to showcase what modern marketers are set to achieve in 2018. 2017 has been a big year for B2B tech with the rise of Alexa for business and increased integration of machine learning technologies. On the top of every marketers' list is the millennial…