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February 2014

10 Omni-Channel Trends in 2014

Omni-channel commerce, or uniting online and traditional brick-and-mortar channels and operations, finally became a reality for some retailers in 2013. Many retailers who currently do not have an omni-channel solution in place are looking to implement one in the coming years. With omni-channel still being one of the major buzzwords in the online retail industry, here are ten omni-channel trends to be on the lookout for in 2014…

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1 in 4 B2B Companies Report Use of Tablets to Aid Sales-Related Activities

Some 23% of B2B companies have deployed tablets in sales-related activities, according to newly-released results from Corporate Visions. The survey uncovers somewhat conflicting findings: few companies who haven’t yet deployed tablets have plans to do so, even though three-quarters of the respondents overall indicated that the ability to deploy content and coaching to salespeople’s tablets could improve sales activities.

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Where the Content Marketing Rubber Meets the Road

The content marketing road is becoming a longer road to travel. In June 2000, there were fewer than 8 million websites. Today that number is greater than 750 million, according to Netcraft.com. The volume of content on websites—from white papers, blog posts, and eBooks to videos and webcasts—is strewn across each side of the road like flashing signs alerting us to important traffic information ahead or, in some cases, backfires.

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Q&A: CMO Council’s Liz Miller on Marketing Tech Trends

With the marketing technology landscape constantly evolving, it’s a challenge for marketing pros to keep on top of the latest solutions and what they need to improve their programs and campaigns.

We sat down with the CMO Council’s vice president of marketing Liz Miller to sort through the biggest current trends in marketing tech, why it pays for marketers and IT departments to be on the same page and why it’s critical to do all of your homework before purchasing technology solutions for your team.

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Marketing, Technology and Big Data: Bridging the Gap Between the CMO and the CIO

The rise of Big Data and digital marketing is dramatically changing the roles, responsibilities and relationships of Chief Marketing Officers (CMOs) and Chief Information Officers (CIOs). In fact, marketing and technology are now so inextricably linked that Gartner predicts that by 2017, CMOs will actually outspend CIOs on technology purchases. As CMOs strive to meet consumer expectations for relevant experiences and CIOs use analytics and other tools to deliver relevance at scale and provide individualized experiences to consumers, the need for CMOs and CIOs to more closely collaborate is essential for business success in a Big Data environment. 

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New CMO Council Survey of Large Enterprise Marketers Reveals More Brand Spending on Small and Mid-Size Business Customers—But Deficiencies in Data, Insights and Campaign Effectiveness

Two out of three big business brands are planning to increase their focus and investment in engaging small to medium-sized business (SMB) customers over the next 12 to 36 months, according to a new study from theChief Marketing Officer Council and Penton, a business information services company. However, these marketers admit to shortcomings in their ability to access customer data, intelligence and critical vertical-market insights that can improve campaign effectiveness.

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Customer Knowledge Is the Foundation of Marketing Success

Business is built on relationships. Yet the most important relationship of all—between business and customer—seems to be the one that organizations are falling behind on, leaving them open to failure in what is the age of the customer.

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January 2014

When Marketing to SMBs, More Segmentation and Relevance Are Needed

One of the most basic rules of marketing is that in order to target, reach and pull in your customers, you need to first know exactly who those customers are. The problem is that most marketing executives don’t know nearly as much about small to medium-sized businesses (SMBs) as they should, which makes creating marketing campaigns for them difficult, to say the least. Considering that SMBs make up a huge segment of the market in North America, that’s a bit of a problem.

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Upgrading Today’s Customer Experience

Any CMO will tell you that one of their ongoing business challenges is consistently engaging with both their existing and prospective customers across all channels. According to arecent study issued from the CMO Council, nearly 80 percent of senior B2B marketing executives admit that they fail to deliver updated news and insights about accounts and prospects to their sales organisations. 

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Segmentation, relevance needed to market to SMBs

Marketers must make better use of data about their small-business customers

It’s a basic rule of marketing that knowing your customers is key to targeting, reaching and pulling them in. But when it comes to small and medium-sized businesses (SMBs), which make up a large chunk of all firms in North America, many marketing executives don’t know as much as they could.



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Marketers turn focus to small business customers

Two out of three big business brands are planning to increase their focus and investment in engaging small to medium-size business (SMB) customers over the next 12 to 36 months, according to a study from the Chief Marketing Officer (CMO) Council and Penton, a business information services company. - See more at: http://www.eweek.com/small-business/marketers-turn-focus-to-small-business-customers.html/#sthash.TLAtdPRK.dpuf

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Brilliant B2B: Big brands struggle to understand SMB market

Two out of three big brands are planning to increase their investment in targeting small- to medium-sized customers over the next one to three years, but most don’t have a clear understanding of the SMB market, according to a new study. The report, from the CMO Council and Penton, reported that 70% of marketers believe the SMB market is extremely important to their business. 

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Small Business Owners Aren’t Fans of Big Brands

America’s 23 million small businesses should represent a giant market for big companies, particularly as small businesses leave the Great Recession in the rear-view mirror and look to invest in new equipment. One problem: Main Street doesn’t seem to like large corporations much.

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Infographic: SMBs play an essential role in the big brand game

When it comes to small and medium-size business (SMB) customers, brands aren't playing around. According to the “Business Traction from Smarter SMB Interaction,” study by the CMO Council andPenton, 70% of marketers selling to SMBs deem the market extremely important. These brands don't just view SMBs as pawns in their marketing game

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Few Brand Marketers Have A Complete View of Their SMB Customers

Enterprise brand marketers who sell to SMB audiences are planning to increase their SMB focus in the future, as the vast majority expect the market to grow to some extent over the next 3 years. However, only 8% of the respondents to the survey conducted by The CMO Council and Penton indicate that they have a complete 360-degree view of the SMB customer, and marketers identify numerous areas where there are gaps in their data.

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Big Business Battle Lack of SMB Insight

According to recent U.S. Census data, 170,000 small businesses closed their doors in the two-year period between 2008 and 2010. However, as the country's economy begins to emerge from recession, small-to-midsize businesses have demonstrated, once again, that their independent nature offers the average big business investor much room for growth

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Marketers Have Incomplete View Of SMB Customers: CMO Council

Marketers will have a laser focus on small and midsize businesses (SMBs) this year, with 70 percent of respondents in a newly released survey by the CMO Council saying the market is extremely important to their businesses.

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Media Mix: How Enterprise Marketers Plan to Change Their Approach to SMB Audiences

Enterprise-level marketers who sell to the SMB market are planning to make interesting changes to their media mix, according to a new study from the CMO Council sponsored by Penton. With a plurality 63% of these marketers only moderately satisfied with their current marketing and media mix, it’s no surprise that their strategies are ripe for change. But not all of the results are expected.

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Digital measurement in Asia Pacific: A reality check

Everyone talks about measurement, but the true state of the art in many organisations may disturb you. Digital measurement is quite a popular conversation topic in management circles and industry conferences. But how much of the urgency purported at networking events really transforms into concerted and sincere effort toward meaningful and simple measurement ecosystems within today's enterprises? 

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December 2013

B2B marketers need to stop playing the victim

B2B marketers need to stop playing the victim and spend more time learning customer centricity from their consumer counterparts if they wish to remain relevant in five years’ time.

Speaking during a recent CMO Council webinar on what the role of the CMO will look like in 2018, Mitel executive vice-president and chief marketing officer, Martyn Etherington, claimed the reason B2C marketers have traditionally been more successful than B2B marketers is thanks to their customer centricity. He predicted a blurring of the line between the two types as customer centricity and micro-segmentation become the norm across all businesses.

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Donovan Neale-May
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donovan@cmocouncil.org

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