SiriusPerspectives® Blog
Explore cutting-edge content focused on hot topics for b-to-b executives.
Will Marketing Automation Platforms Go Extinct or Rapidly Evolve to Keep Up With Demand Marketers’ Needs?
March 22, 2019 | By Laura Cross
- Marketing automation platforms (MAPs) have been at the center of the martech stack, but they no longer reflect the dynamics of the modern buying process
- Marketers don’t have to accept that MAPs alone meet their demand marketing needs; it’s time to rethink where a MAP fits – or doesn’t
- At this year’s SiriusDecisions Summit, attendees will learn how alternate technology solutions offer features and functionality that go beyond what a MAP provides
Connecting the Technology Dots for Event Measurement Success
March 21, 2019 | By Cheri Keith
- Companies often measure leads simply to evaluate the success of an in-person event
- When companies take a holistic view of event measurement, they also look at reputation and other demand and sales metrics
- Marketers must look beyond event management technologies to achieve holistic event measurement reporting
Five Key Benchmarks Every Portfolio Marketer Needs
March 20, 2019 | By Beth Caplow
- Portfolio marketers – including product, solution, service, industry, audience and segment marketers – traditionally have had few benchmarks and metrics to measure their success and impact
- SiriusDecisions wants to understand what high-performing b-to-b portfolio marketing teams are focused on
- Take our 10-minute survey to share your top priorities for portfolio marketing and find out how you stack up against your peers
Account-Based Marketing
2019 Planning Assumptions Guide
Access NowConfessions of a Pinterest Recipe Addict: How Marketers Can Share Recipes for Success
March 19, 2019 | By Jennifer Rouse
- Seventy percent of leads will get disqualified or discarded at some point, but 80 percent of those leads will buy from you or a competitor within 24 months, so marketing cannot focus only on lead generation but must also add nurture to the recipe for success
- The primary ingredient for sales and marketing alignment is a strong service-level agreement
- When possible, create a new marketing “dish” from scratch – use a recipe that is already proven and amend as needed
Three Steps Brand and Communications Leaders Can Take to Overcome Wishful Thinking Syndrome
March 18, 2019 | By Julie Ogilvie
- Many companies suffer from Wishful Thinking Syndrome (WTS) when it comes to their brand and communications programs
- Rebalancing campaigns to place more investment in reputation programs is one important step in recovery
- Data is the ultimate antidote – so take our benchmark survey to receive a report on how your brand and comms investment stacks up!
Three Tips for Getting Your Thought Leadership Back Into The Majors
March 15, 2019 | By Barry Vasudevan
- Knowing what your organization wants to achieve is paramount for good thought leadership
- Organizations often must consider multiple audiences when building thought leadership
- Measuring what works and what doesn’t lets teams refine their thought leadership efforts over time
Key Findings from the 2018 CMO Global Study
Access StudyFour Home Truths about Respect and Relevance
March 14, 2019 | By Isabel Montesdeoca
- Although personalization is important, it should not be used to justify data collection practices that fail to respect customer privacy
- Data alone does not indicate understanding; without true understanding, meaningful customer engagement is impossible
- Not all customers want to interact with providers at the same rate – and bombarding them with personalized marketing is not going to change that
Sales Is NOT Your Customer
March 13, 2019 | By Jennifer Rouse
- Marketing and sales are partners – one function does not work for the other
- Your customer should be your focus, not an internal team
- Conducting an audience framework exercise aligns all teams’ focus on customer needs
Forty Percent of Budget Spend and You Still Can’t Measure Event Success?
March 11, 2019 | By Julian Archer
- Executives are demanding proof of ROI due to the significant cost required to execute in-person events
- Marketers provide a credible account of an event’s total value by connecting measurement fundamentals to event goals
- Different metrics may be required to produce relevant event reports that are tailored to different audiences
Building an Inspiring Brand Through Customer (And Employee) Experience
Access E-BookDemand Marketing, Customer Marketing, and the Sibling Rivalry of Cross-Sell
March 08, 2019 | By Amy Bills
- Customer marketing's wheelhouse historically has been nurturing, loyalty and the creation and activation of references and advocates
- When organizations seek to expand existing customer accounts, customer marketing should contribute to cross-sell and upsell
- The marketing organization must align internally, as well as with partners in sales, customer success and account-based marketing to optimize account expansion
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