Author: MV Editor

Partner Marketing Strategy: How to Take Your Program to the Next Level Executing partner marketing well can yield immense benefits, but it’s not as easy as it may seem—especially if you’re new to the game! So, how can you improve your strategy, continue innovating, and elevate your program so that partners are eager to work with you? That’s exactly what a recent Partner Marketing Visionaries discussion explored. Michael Latchford, VP of Strategic Alliances and Partner Marketing Services, joined a panel of marketing and business experts: Susanna Parry-Hoey from SoftwareONE, Kimberly Payton from Infosys Finacle, Andy Sayare from NetApp, and Jeff…

In today’s world, where there are thousands of marketing and sales tech solutions, it’s tough to discern what really works. More importantly, it’s hard to know whether these tools will truly deliver value for your business. At Marketing Vogue, we understand that while the mechanics of what we do are straightforward, the impact on your business results can be nothing short of transformative. To help you cut through the noise, we’ve created a series of articles designed to examine common claims and present a clearer, more practical approach to the challenges we all face. Weak + Cold ≠ Great ROI…

Science fiction is one of my guilty pleasures (right after golf). These days, with young kids around, I don’t have as much time to read for pleasure, but I do love a good sci-fi movie when I can catch one. Oddly enough, I often find that these films spark ideas and parallels that are surprisingly useful for my work. If you’re a Dune fan, you’ll get what I mean when I say that black boxes make me nervous. Whenever my teams or colleagues bring me a solution, I want to understand the ins and outs before jumping on board, especially…

In B2B sales and marketing, two core strategies drive revenue: customer acquisition and customer retention. While these approaches are often pitched against each other, they are both critical to business growth. The real question is: should you focus more on one to increase revenue? If so, which one? Let’s explore what acquisition and retention mean, the strategies involved, and how intent data can enhance conversions for both, ultimately driving more revenue. What is Customer Acquisition? Customer acquisition is the process of attracting new customers to your business. This involves building awareness, generating interest, establishing trust, and convincing potential buyers that…

Preparing Your Business for What’s Next: Key Insights from MarketingVogue CEO Mike Cotoia In today’s fast-evolving business environment, there’s a significant shift happening in how consumer behavior is influencing expectations in B2B transactions. As digital commerce continues to rise, we’re seeing more overlap between our experiences as consumers and the way we approach business. The challenges we face in our personal lives—like supply chain disruptions, inflation, and rising interest rates—are closely connected to the pressures businesses will face in the months ahead. As the pandemic eased, many people returned to normal activities like dining out and attending events. However, with…

While there are similarities to enterprise technology purchasing, healthcare tech purchasing decisions are driven by distinct factors, involving different key players. Healthcare technology purchases are often centered around improving physician workflow and patient experience, focusing on overall care quality. This influences a wide range of solutions, from cloud storage to telehealth. Unlike smaller practices with a single decision-maker, larger healthcare systems involve numerous stakeholders, including both clinical and administrative personnel, in the decision-making process. In these environments, buying teams for healthcare tech are not just made up of IT professionals, but also include doctors, department heads, financial officers, and regulatory…

Why You Should Invest in Digital Display Advertising During Economic Uncertainty When the economy is strong, digital display advertising budgets flow freely, funding targeted impressions that drive brand awareness, engagement, and consideration. But in tough times, when budgets get scrutinized, the true test of an advertising strategy begins. As economic uncertainty looms, advertising budgets are often the first to face cuts. While it may seem tempting to follow the crowd and reduce spending, history shows that cutting ad budgets now can hurt your brand in the long run. Consistent digital display advertising builds brand perception and consideration over time. Buyers…

Are All “Walled Gardens” the Same? As Google continues to delay its phase-out of cookies due to the lack of a suitable replacement for ad targeting, we’re hearing more about the strengths and weaknesses of the major “walled gardens” (Google, Facebook, and Amazon) in the B2C space. But in the B2B world, the concept of walled gardens also applies to specialized publishers, though it’s often less understood. While it’s true that any walled garden that has user consent could potentially provide valuable data for marketers, most of these platforms weren’t designed with this goal in mind. In reality, much of…

Intent 3.0: Leveraging Intent Data for Strategic Go-To-Market Success Like many new B2B solutions, the early use of purchase intent data was focused on tactical, short-term applications. As both providers and users have become more comfortable with it, they’re pushing the boundaries of what intent data can do. Initially, intent data offered valuable productivity gains for sales teams, but now we’re entering a phase where it’s having a strategic impact across the entire go-to-market (GTM) process. Intent data provides different benefits depending on its quality, source, and how it’s used. At its core, purchase intent data is behavioral data that…

The Golden Rules of Partner Marketing: Insights from the Field This blog is part of a series that features the perspectives of partner marketing leaders worldwide. Our guest contributors share their experiences, the challenges they’ve faced in the partner ecosystem, and the lessons they’ve learned over the years. When I tell people I work in partner marketing, I often get confused looks, especially in casual settings. But for us partner marketers, we know exactly what it means, right? To explain it simply, I tell people: “I help companies working with mine sell more products and services.” We play a critical…