Author: MV Editor

Technology buyers in our 2024 Media Consumption Study have shared their insights: they are increasingly turning to independent information sources for researching marketing solutions. But what other sources, aside from independent sites, rank high on the list of most engaged research resources for purchasing decisions? Here, we highlight the top sources where buyers are dedicating their time. These five sources should be prioritized in your distribution plan, as they are key places where potential buyers are likely to gather. We will also examine the types of content buyers depend on during their research process to inform your content strategy. Independent…

To thrive in the fast-paced realm of technology partnerships, partner marketers must be versatile and adaptable, much like “Swiss Army knives.” Unlike traditional marketers who can specialize in specific areas, partner marketers juggle a wide range of responsibilities—from joint go-to-market planning and messaging to content development, demand generation, budget management, and pipeline reporting. It often feels akin to the role of a CMO. So, what mindset and skills are essential for success as a Partner Marketing leader today? Anita Covelli, Director of Partner Marketing at Marketing Vogue, recently spoke with Partner Marketing leaders Tricia Jennett (Senior Director, Global Partner Marketing…

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),…