B2B CMOs are shifting focus to expanded revenue responsibilities, which means they are increasingly being asked to own their numbers with heightened involvement in the customer experience and communication across the organization with strong teams. This requires today’s CMO to transform into a leader that focuses on brand storytelling, strong talent retention and team building, revenue- and customer-focused, as well as maximizing the efficiency of their tech stack.
Building a marketing department from the ground up is difficult, especially one that can scale as the company grows. But it’s possible if you have the proper foundation — even if you’re the sole person on the marketing team.
Ellie Mirman, CMO of the market and competitive intelligence company Crayon, has a wealth of experience with building scrappy marketing teams from the ground up — all while working in the trenches to drive demand and engage prospects. During a presentation at HubSpot’s INBOUND 2019 conference in Boston, Mirman shared tips for building a quality marketing foundation that is positioned to scale.
Move over ABM; revenue marketing is the new buzzword taking over B2B as marketers are increasingly pushed to prove ROI. To investigate the state of revenue marketing maturity in B2B, The Pedowtiz Group released its first annual Revenue Marketing Index Report, which reveals that B2B orgs have some room for improvement as overall market maturity rests at a 2.3 out of 4.
Customer experience has taken the main stage in the B2B community. Companies are pushing towards a customer-centric go-to-market strategy, but struggle with the repercussions of constant inundation from the marketing automation boom over the past decade.
InsideSales.com, an AI sales platform, appointed Matthew Langie as its new CMO and Steve Dixon as its Chief Customer Officer (CCO). The company said the new hires position InsideSales.com to better serve its global customer base, improve its solutions and boost market awareness.
Dixon joins InsideSales.com with more than 25 years of marketing experience. His previous positions include CCO for AtlasRTX and VP of Global Account Management at Adobe.
In addition to the new CMO and CCO, the company also added Rob Stanger as VP of Operations & Go-to-Market Strategy and Josh Wyatt as Director of Analytics & Execution. Stanger comes to the company with executive experience at Qualtrics and Yahoo! Wyatt previously served as the Manager of Analytics and Business Operations at Domo, Inc.
“We’ve had major customer growth in the enterprise sector, and the timing was right to expand our leadership team to support this and our next phase of growth,” said Chris Harrington, COO of InsideSales.com, in a statement to Demand Gen Report. “We’re on a mission to build the strongest revenue acceleration platform in this market and these proven leaders will help us do that. Their expertise and experience in high-growth software companies is a perfect fit, and we’re very pleased to welcome Matt Langie, Steve Dixon, Rob Stanger and Josh Wyatt to the InsideSales.com team.”
I had the opportunity to attend Salesloft’s Rainmaker conference in Atlanta, Ga. last week, where leading sales experts took the stage to discuss changing buyer behaviors and how modern reps can adapt to these new expectations. A key theme of the event was the “sales revolution,” which focuses on how sales teams must cater to digital transformation and practice new ways of servicing customers.
During the event, I sat down with the company’s SMO Sydney Sloan to discuss a variety of themes from Rainmaker, including the sales revolution, alignment across the organization, women in the workforce and much more.
The sixth-annual ABM Innovation Summit will take place in San Francisco next week from March 14-15, and will feature many of the top practitioners and analysts in the ABM category. Demand Gen Report had the chance to chat with Peter Isaacson, CMO of Demandbase, to get a sneak peek into some of the top trends and themes spanning the agenda this year.
As we look at the most important martech trends for the New Year, one thing becomes evident, and it’s no surprise: spend on martech is increasing.