Author: MV Editor

Imagine you’re an exceptional marketing leader who has achieved impressive results through strategic execution of your go-to-market (GTM) strategies. You’re working hard to enhance your brand’s presence in the market, and your pipeline is looking robust with deals sourced and influenced by marketing. You effectively communicate your department’s achievements to the board and throughout the organization. It seems like you have everything under control, and your demand generation engine is running smoothly. However, there’s a surprising statistic: the average CMO tenure in Fortune 500 companies is just 40 months, which is half that of the typical CEO. If everything appears…

The B2B tech marketing landscape is rapidly transforming, largely due to significant changes in how buyers interact with businesses. Key shifts include the phasing out of third-party cookies, updates to email regulations, and the increasing adoption of AI, all prompting organizations to reevaluate traditional marketing strategies. Additionally, buyer preferences regarding vendor engagement are evolving. A recent survey revealed that 65% of tech buyers prefer vendors who truly understand their needs. This article will explore these shifts, their effects on tech buyers and businesses, and how B2B tech companies can adapt their strategies to effectively engage their target audiences. 1. B2B…

The digital landscape has undergone significant transformation, reshaping how businesses connect with their audiences. This shift is evident in the movement from generalized to highly personalized content and the diverse range of personas involved in the buying cycle. For portfolio marketers, understanding these personas at the individual contact level and aligning content strategies accordingly is essential for effective messaging and content delivery. In this blog, we’ll explore how leveraging intent data can enhance targeting, improve positioning, and accelerate messaging—giving you an edge over competitors. Here are four ways intent data can help refine your go-to-market strategy. Gain a Deeper Understanding…

Recently, Marketing Vogue engaged with Partner Marketing executives Angela Motiani (Head of Partner Demand Generation at Klaviyo), Kristina Onyon (Director of Partner Marketing at Cloudflare), and Rachna Gupta (VP of Marketing at HashiCorp) to discuss building partner pipelines and driving demand with and through partners. This conversation revealed a wealth of strategies that partner marketers can use to empower their partners in driving demand and building pipelines. Here are ten essential best practices to consider in your partner demand generation strategies: These best practices can help drive effective partner marketing strategies and foster successful partnerships.

Account-based marketing (ABM) has become an essential strategy for many tech organizations, enabling them to engage target accounts more effectively and drive revenue. As ABM teams establish foundational tactics, rapid technological and market changes prompt a shift from maintaining current strategies to exploring “How can we use ABM in the future?” Gemma Davies, Head of Global ABM at ServiceNow and a 20-year veteran in the field for multiple Fortune 500 companies, is addressing this question. In a recent discussion, Gemma shared her predictions for the future of ABM and how to prepare effectively. Prediction #1: Focus on Account-Based Experiences for…

A common question we hear from new users of Marketing Vogue is, “How long should we wait before calling leads?” This seemingly simple question holds a valuable lesson for B2B marketers, who often feel a strong urge to reach out too quickly. Prematurely engaging with leads—before they’ve been adequately nurtured and indicated their readiness for a conversation—can lead to negative outcomes. Move too fast, and you risk alienating potential customers. Move too slowly, and you might end up with stale or unresponsive leads. Here are some key considerations to help you balance the desire to start “dialing for dollars” with…

Data is the new soil.” While it may sound exaggerated, this statement holds true in the realm of B2B marketing and sales. In fact, reports indicate that a significant shift is underway: by 2025, 60% of B2B sales organizations will move from intuition-based selling to a data-driven approach. As the focus on data intensifies, it becomes crucial for organizations to grasp how their data flows, both internally through their CRM platforms and externally with their partners. Traditionally, data flow followed a linear model, moving solely from the provider’s database to the customer’s database. Today, with the abundance of available data,…

Andrew Kisslo, SVP of Global Partner Marketing at SAP, often emphasizes, “You own your career, so you must be intentional and deliberate about your path. Every journey is unique, but having clear goals and holding them loosely is essential for success.” As Partner Marketing becomes increasingly vital to overall business strategies, it has shifted from a niche, time-consuming approach to a key contributor to business revenue and success. This evolution highlights the need for partner marketers to establish a defined career development path in this field. Recently, Marketing Vogue connected with partner marketing leaders Andrew Kisslo (SAP), Heather Deggans (Microsoft),…

Many savvy marketers rely on a tried-and-true playbook—a collection of demand generation tactics that have historically delivered results. However, over the past five years, it has become increasingly evident that traditional approaches are no longer as effective. Due to shifts in the macroeconomic landscape, evolving digital buying behaviors, and new go-to-market strategies, many CMOs are grappling with the declining effectiveness of their tactics. In this e-book, we’ll share insights from industry leaders, including Jon Miller, on why the conventional go-to-market playbook is reaching a plateau and how B2B marketing teams can rejuvenate their demand generation efforts. You’ll gain valuable insights…

This blog is a guest post from our friends at LeanData. There’s a popular analogy circulating in B2B sales and marketing circles that states: Leads are too narrow. Accounts are too broad. Buying Groups are just right. After years of marketing teams passing so-called “leads” to sales and account-based marketing (ABM) teams overlooking new buying centers within accounts, it’s time for a go-to-market (GTM) revolution. The primary motivator is that, for many organizations, the B2B buyer is not just one person, but a buying group made up of multiple stakeholders. Relying on lead-centric or traditional ABM processes for members of…