As the martech landscape continues to grow and more solutions grab marketers’ attention, technology investment has become a crucial topic of conversation for many organizations. In fact, research from SiriusDecisions’ 2018 CMO Study shows that nearly 60% of marketing leaders consider the implementation of new technologies and systems as “the organizational change required to support their companies’ growth strategy over the next two years.”
Chief Marketing Officers (CMOs) guide their teams in the development of strategic plans by never taking their eyes of the end goals — revenue, pipeline, market share, share of wallet, etc. Part of the pretext for planning sessions includes exploiting opportunities and helping to address new and burgeoning challenges.
Let’s face it: search engine optimization (SEO) has never been the most glamorous marketing tactic. If you’re a CMO, you’re focused on broader responsibilities ranging anywhere from growth strategy and innovation to product positioning and sales enablement. In the broader picture, SEO might seem to be too tactical for CMOs to give much thought to.
The seventh annual B2B Marketing Exchange (B2BMX) in Scottsdale, Ariz. is underway. This event is one of my favorites of the year for many reasons. But this year I expect it to exceed expectations because of the expanded CMO Exchange session. Too often, events are focused on training the practitioners, and they tend to leave out the executives in the programming.
This is a major oversight.
Accountability is at an all-time high for B2B marketing teams. They are expected to drive more revenue with a limited budget — while also guaranteeing that success can be easily measured. CMOs must refine their operations to streamline their marketing efforts and position their teams to easily measure the impact of future campaigns.
Software and service reviews provider G2 Crowd ended 2017 with a bang. Hot off a $30 million funding round, the company tapped former HubSpot Senior Director of Global Marketing Ryan Bonicci as its new CMO.
In his new role, Bonicci will be responsible for growing the G2 Crowd brand. On his fourth day on the job, I had a chance to chat with him about how he visualizes the growth of the company and what it takes to deliver successful brand awareness.