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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.
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
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.
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.
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?
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.
Not so very long ago, marketing saw information technology as a back office operation inhabited by geeky types who would never be able to understand the mind of the marketer, while IT regarded marketing as obsessed with creativity but cavalier about budgets. Each thought of the other as clever, committed and necessary but otherwise somewhat unfathomable
CMO Council research shows that marketing executives are not yet benefiting from real-time data analysis and other promised benefits of Big Data. While Big Data technologies present some exciting new opportunities for marketers, few marketers appear to be realizing Big Data benefits.
Adobe November 28 released the second annual Adobe APAC Digital Marketing Performance Dashboard, a study done by the CMO Council in partnership with Adobe. According to a release, a six-month in-field program comprising quantitative and qualitative surveys, the study benchmarked the levels of adoption, traction and success of digital marketing in Australia, Singapore, Korea, China, Hong Kong and India. 276 senior marketers from a range of industries took part in the study including 43 respondents from India.
Big data could help generate an extra $250 billion in revenues in the Asia Pacific region, however implementations are hampered by a lack of available skills and poor internal communications. That's the key finding of new research commissioned by Hitachi Data Systems (HDS) and conducted by The Economist's Economic Intelligence Unit.
SIGNIFICANT differences are starting to appear between Asia Pacific countries according to the results of the second annual Adobe APAC Digital Marketing Performance Dashboard conducted by the CMO Council in partnership with Adobe.
Westpac and CMO Council discuss how marketers can help their organisations improve customer engagement, and present highlights of a forthcoming study into best practices for brands wanting to improve customer experience. Chief marketers struggling to put customer experience at the heart of their corporate culture should start by identifying clear areas of opportunity they can build off, Westpac’s head of CRM claims.
Australian marketers are still focusing their digital marketing efforts primarily on driving traffic to their web sites while higher customer satisfaction (and its corollary engagement) languish as a priority.
The CMO Council recently asked 230 senior B2B marketing executives to rate themselves on improving their pipelines using modern technology. They flunked themselves, owning up to poor data quality, shoddy customer intelligence, poor customer information integration, and lack of a real-time sales orientation. Liz Miller directed the study, so we went to her for the post-mortem.
It’s no secret that digital is the future and Asia is where the action is. The advancement of digital marketing transformation across Asia is the basis of findings of a new study from the Chief Marketing Officer (CMO) Council. Initially reported by IDR, “APAC Digital Marketing Performance Dashboard’ is a study by the CMO Council in partnership with Adobe.
Last week BtoB Magazine published an article summarizing a study from the Chief Marketing Officer Council. The study indicated that “Sales teams suffer from a deficiency of real-time customer insight.” The performance of sales teams is not questioned in the study, per se. The performance of sales teams is not questioned in the study, per se. In the study, 9% of recipients said their organizations “have customer intelligence systems that deliver real-time, account-based news, social insights, customer developments and market shifts to sales.”
AS attention shifts from traditional media to online channels, the marketing budget should also shift accordingly. But while their western counterparts are doing it, the Chief Marketing Officer (CMO) Council says that Asian companies are not keeping up with the move.
Significant differences are starting to appear between Asia Pacific countries. A two-stroke regional approach is emerging in digital marketing, where some countries are advancing with increased focus on analytics and competitive advantage leveraging big data, and others are struggling with limited budget and lack of skillset to implement analytics and reporting technology that will enable them to build a case for return on investment.
A sweeping indictment of how corporations empower their front-line sales force, key account managers and channel partners was issued in a new report released by the Chief Marketing Officer Council, an executive affinity group whose members control more than $400 billion in annual aggregated marketing spend worldwide.
Based on a comprehensive audit of senior marketing executives at enterprises of all sizes, the CMO Council found significant deficiencies in customer information systems and the delivery of real-time, account-specific customer insight that can boost the performance, value and productivity of sales personnel, service/support groups and channel partners.
Australia is on track to become a hub of digital marketing expertise for the Asia Pacific region, but a confidence crisis could kill the opportunity.
Liz Miller, chief marketing officer of the CMO Council, told B&T Australia is one of the most advanced countries in the region when it comes to digital marketing, with the skills and experiences necessary to become a regional centre of learning.