It’s hard to ignore the appeal of cloud and SaaS solutions in the business world—given the plethora of options available, the low cost of entry, on-demand scaling and the notion that your IT department will be duty-free when it comes to any software maintenance and management tasks.
A growing number of CMOs are shifting their demand marketers’ focus. Simply generating MQLs (marketing qualified leads) is no longer enough. B2B marketing executives are now emphasizing down-funnel efforts that convert prospects to new customers and cross- or up-sell solutions to current customers. And, to be clear, these are not marketing technology vendors with the marketing-driven revenue slogans we have heard for the last several years. This mandate is coming directly from the C-suite.
Talk to any marketer today and he or she will tell you the same thing: “We need better insights into our marketing engine.” In the age of AI, machine learning, and all things marketing intelligence, I often find that most conversations center around data quality. As a marketer, I find that it’s easy to put the impetus on better marketing intelligence.