Executive Perspective: Are You Marketing Without Goals?

There’s one question from my early years as a marketer that I always look back on with disbelief: how can anyone (not just marketers) run campaigns and programs without goals? Many marketers view goals as mysterious, abstract ideas — but they don’t have to be super scientific or godly. They just need to help you…

Executive Perspective: Confessions of a B2B Marketer

I’ve been a B2B marketer for a while, but that doesn’t mean I know everything about B2B marketing. In fact, as sales and marketing teams find themselves working more and more closely together — without the tensions that have plagued the salespeople and marketers of the past — I’ve come to a few realizations. In…

Executive Perspective: Is Marketing Automation the CRM for Marketers?

For the purpose of today’s article, let’s think about marketing automation and CRMs a little differently. Just as Salesforce functions as a CRM for sales, marketing automation can be thought of as a CRM for marketers. It’s the power of information that fuels data-driven programs, and today’s leading marketing automation vendors are bringing more and…

Executive Perspective: 5 Marketing Automation Myths — Busted

Like with any powerful technology, there are myths and mysteries surrounding marketing automation — from the tool’s capabilities to the resources required to make it run. But you can’t believe everything you hear, which is why we’re here to debunk some of the most common marketing automation myths. Take a look at the five myths…

Executive Perspective: Marketing’s Top TWO Customers

In the B2B industry, generally speaking, marketing is responsible for leads and sales is responsible for closing deals. B2C companies, on the other hand, are traditionally more transactional, meaning that marketing often closes deals (especially in the online retail world). In the B2C realm, it’s very obvious who marketing’s real customer is: the people swiping…

Executive Perspective: 5 Traits of Today’s Marketing Leaders

The modern-day marketing leader’s job description is changing. Just look at the facts: By 2017, the CMO will Spend More on IT Than the CIO. (Gartner)  90% of business buyers say when they’re ready to buy, they’ll find you. (DemandGen Report)   70% of the buying process is now complete by the time a prospect is ready…

Executive Perspective: 5 Questions to Keep Your Marketing Customer-Centric

The marketing landscape is going through a phenomenal change as technologies, people, and strategies continue to evolve. Amidst all of these changes, marketers have found themselves constantly having to react to new technological advancements. In the rush to make sure they’re doing everything and being everywhere, it’s easy for marketers to forget the real question:…

Executive Perspective: Why Sales Needs Automation More Than Ever

Sangram Vajre, Director of Marketing at Pardot, explains why sales needs marketing automation now more than ever. 79% of marketing leads never convert into sales. (MarketingSherpa)  By 2020, 85% of interactions between businesses and customers will be done without human intervention. (Gartner)  By 2017, the CMO will spend more on IT than the CIO. (Gartner) …