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The Inbound CMO's Biggest Hurdle? Selling the Rest of Their C-Suite - HubSpot

The Inbound CMO's Biggest Hurdle? Selling the Rest of Their C-Suite - HubSpot | The Marketing Technology Alert | Scoop.it
To be an Inbound CMO, you have to sell the rest of the C-blank-O's.


Key excerpt...


[The] first challenge is one of self-education, and when you're the only thing standing in your own way, it's easy enough to get out of your own way, too. But it doesn't end there. Inbound CMOs, even if they understand the dire need for a shift in perspective, need to get the buy-in from the rest of their C-suite. The vision has to come from the top-down, and that can't come from Marketing alone.

 

It turns out, many C-level executives know there's a shift taking place, it's just not clear in exactly what -- which is why it's even more important than ever for the marketing executives to possess a crystal clear understanding of it.

 

The CMOs that can convince their C-Suite that the leap of faith is worth it will still encounter resistance on practical matters, like the headcount and resources necessary to make the shift. The Inbound CMO will have an advantage, getting access to data quickly that can justify these investments. 41% of marketers, for example, secured more budget for more inbound marketing initiatives because of the ability to prove past ROI. Additionally, CMOs report that they plan to allocate 10% of their budget to Big Data -- up from 6% -- over the next three years. This investment in gaining insights around the ROI of their marketing activities will help make the case for inbound to their C-Suite even smoother.

iNeoMarketing's insight:

There's the key sentence: "41% of marketers, for example, secured more budget for more inbound marketing initiatives because of the ability to prove past ROI. " It has been and always will be about driving revenue and profitability from the investment made by the C-Suite in your initiatives and vision. Get your analytics in place.


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Martin (Marty) Smith's curator insight, August 12, 2013 9:59 AM

Internal Sales Always The Hardest

When I was a young and impressionable candy salesman at M&M/Mars my Region Manager Bernie Lee told me a great secret. "Internal sales are always the hardest to make," Bernie told me just before leaving "the field" to move into M&M's national office to work on developing the first laptop based sales information system in consumer products. 

Bernie's words were so TRUE and this post reinforces them. The hardest people to convince traditional ways of creating a market are all but gone will be fellow C level executives and the top dog. Good tips here on how to make the hardest "inbound marketing" sale you will need to make - the internal one with fellow C level executives.  

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The Forrester Wave: CRM Suites For Large Organizations, Q1 2015

The Forrester Wave: CRM Suites For Large Organizations, Q1 2015 | The Marketing Technology Alert | Scoop.it

iNeoMarketing’s Outsourcing delivers the vetted talent you need under your complete management and control. Contact us to see how.

iNeoMarketing's insight:

No surprises here. For Forrester subscribers, the reports can be found here:  https://www.forrester.com/The+Forrester+Wave+CRM+Suites+For+Large+Organizations+Q1+2015/quickscan/-/E-RES119104 

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ROI from video, mobile & content marketing is hardest to measure: report - Econsultancy

ROI from video, mobile & content marketing is hardest to measure: report - Econsultancy | The Marketing Technology Alert | Scoop.it

Suffering from MarTech FOMO? We’ve got the cure. Contact us.

iNeoMarketing's insight:

And Social not too far away from the bottom. Mystery: how email marketing and lead generation be ranked so high while MA is in the middle of the pack.

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Three Marketing-Tech Best Practices Of Digitally Mature Organizations - CMO.com

Three Marketing-Tech Best Practices Of Digitally Mature Organizations - CMO.com | The Marketing Technology Alert | Scoop.it

MarTech is the New Black. Get fashionable. Contact us to see how.

iNeoMarketing's insight:

BP #2: not as easy as that. There's a fundamental decision that needs to take place before applying this BP: best of breed or platform.

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Best Social Advertising Platforms: Spring 2015 - G2

Best Social Advertising Platforms: Spring 2015 - G2 | The Marketing Technology Alert | Scoop.it

Predictive Analytics is the next step in Marketing Automation. Contact us to see how.

iNeoMarketing's insight:

Fully expect LI to shift over to the right in short order. Twitter right where you would expect them to be.

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Twitter Debuts Periscope - Various Sources

Twitter Debuts Periscope - Various Sources | The Marketing Technology Alert | Scoop.it

Let iNeoMarketing create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us.

iNeoMarketing's insight:

This is exciting stuff for the B2B Marketing world. Just test thoroughly before building your governance around usage.

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Staying ahead of the competition: Best practice for benchmarking online - Fourth Source

Staying ahead of the competition: Best practice for benchmarking online - Fourth Source | The Marketing Technology Alert | Scoop.it

iNeoMarketing’s MarTech Managed Services drives more leads faster. Contact us to see how.

iNeoMarketing's insight:

Generally speaking, these BPs are applicable to almost anything. Regardless, be cautious about the tool selection.

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5 Retargeting and Remarketing Tips for Beginners - SumAll

5 Retargeting and Remarketing Tips for Beginners - SumAll | The Marketing Technology Alert | Scoop.it

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.

iNeoMarketing's insight:

FYI: Twitter is managed differently than Google.

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Teradata Integrated Marketing Cloud: A Bet On Evolution of Software - Forbes

Teradata Integrated Marketing Cloud: A Bet On Evolution of Software - Forbes | The Marketing Technology Alert | Scoop.it

iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.

iNeoMarketing's insight:

Often overlooked but needs to be part of the landscape of choices. I'm hesitant about the SMB end of the market. 

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2015 Form Conversion Report · Formstack

2015 Form Conversion Report · Formstack | The Marketing Technology Alert | Scoop.it

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.

iNeoMarketing's insight:

There's a free report available as well: https://www.formstack.com/report/form-conversion-2015 

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[FREE GUIDE] The Sophisticated Marketers Crash Course in Full Funnel Marketing - LinkedIn

[FREE GUIDE] The Sophisticated Marketers Crash Course in Full Funnel Marketing - LinkedIn | The Marketing Technology Alert | Scoop.it
Full funnel marketing is imperative, because up to 90% of the buyer’s journey is complete before a prospect reaches out to a salesperson. The most effective marketers are engaging with their prospects throughout the entire funnel – from top to bottom. This eBook shows you how to generate awareness, engage prospects, and drive leads with a full funnel marketing approach.

With this free guide, you’ll quickly learn:

The most effective tactics for reaching prospects at every stage of the buyer’s journey.
How to measure your impact in the upper and lower funnel.
How real companies are using full funnel marketing to boost awareness, conversions, and revenue.
How B2B marketing experts take full advantage of full funnel marketing.


Not having a fun time with IT? Contact us: we can act as your buffer to get the job done.

iNeoMarketing's insight:

LI continues to push itself as the optimum B2B platform for reaching prospects. Hard to disagree.

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State of B2B Marketing Data Deemed Questionable - Marketing Charts

State of B2B Marketing Data Deemed Questionable - Marketing Charts | The Marketing Technology Alert | Scoop.it

iNeoMarketing’s Outsourcing delivers the vetted talent you need under your complete management and control. Contact us to see how.

iNeoMarketing's insight:

A snippet from the NetProspex report.

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How to Calculate Social Media ROI: A Delightfully Short Guide - Buffer

How to Calculate Social Media ROI: A Delightfully Short Guide - Buffer | The Marketing Technology Alert | Scoop.it

Dark marketing clouds ahead? Let us help you see clearly. Contact us.

iNeoMarketing's insight:

And the article includes a simple approach to calculating social media ROI. However, any ROI measurement not connected to business objectives is questionable.

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SEO Checklist: 15 Steps to Optimize Your Website - Profs

SEO Checklist: 15 Steps to Optimize Your Website - Profs | The Marketing Technology Alert | Scoop.it

iNeoMarketing’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how.

iNeoMarketing's insight:

Can it get any easier? It's NOT a substitute for sound, professional SEO, but it's a quick start to get going.

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7 Data-Backed Tips for Sending Better Emails [Infographic] - Socially Stacked

7 Data-Backed Tips for Sending Better Emails [Infographic] - Socially Stacked | The Marketing Technology Alert | Scoop.it

iNeoMarketing.com bridges the gap between your MarTech and your in-house experience. Contact us.

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State of Search Marketing 2015 - Smart Insights

State of Search Marketing 2015 - Smart Insights | The Marketing Technology Alert | Scoop.it

This scoop comes to you compliments of ineomarketing.com.                                           

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Time to Embrace MarTech...

Time to Embrace MarTech... | The Marketing Technology Alert | Scoop.it
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The Top 12 MarTech Articles Curated Thursday, 3/26/15

Today’s curated articles collected for your quick review:

>> B2B Marketing Automation Platforms 2015: A Marketer's Guide - Digital Marketing Depot

>> 8 Simple Steps to Lead Nurturing Success - MarketBridge

>> Lead Nurturing Basics: How to Nurture the B2B Buyer’s Journey in 5 Steps - Act-On

>> Five Ways Marketing Technology Will Transform Our Industry - Profs

>> 9 Ways Optimized Content Can Improve Your LinkedIn Visibility - SEMrush Blog

>> CallidusCloud Announces the Predictive Sales Performance Platform - CallidusCloud

>> HubSpot aims to make better connections via acquisition of Rekindle - FierceCMO

>> The 7-Day Lead Gen Landing Page Course - Unbounce

>> Must Try Marketing Tactics Used by 5 of the Biggest SaaS Companies - KISSmetrics

>> “5 Problems Every B2B Salesperson Faces” By Visualistan - B2B News Network

>> Infographic: Mobile Marketing is Taking Over Digital Marketing | Mobile Marketing Watch

>> The First 100 Days For CMOs And Digital Marketers [INFOGRAPHIC] - Gartner

 

 

See ALL Top Curated Marketing Technology Articles here.

___________________________________

About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who may not have the required resources, knowledge or expertise. Visit us at ineomarketing.com.

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B2B Marketing Automation Platforms 2015: A Marketer's Guide - Digital Marketing Depot

B2B Marketing Automation Platforms 2015: A Marketer's Guide - Digital Marketing Depot | The Marketing Technology Alert | Scoop.it

MarTech is the New Black. Get fashionable. Contact us to see how.

iNeoMarketing's insight:

GET. THIS. NOW.


It's an update from previous editions, and we know how the MA industry continues to dramatically change. And it was written by Scott Brinker.

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8 Simple Steps to Lead Nurturing Success - MarketBridge

8 Simple Steps to Lead Nurturing Success - MarketBridge | The Marketing Technology Alert | Scoop.it

Predictive Analytics is the next step in Marketing Automation. Contact us to see how.

iNeoMarketing's insight:

Remember that Lead Nurturing is one of the basic components to Inbound Marketing, and it's role in Outbound is questionable, i.e., members of your DB should receive customized, personalized communications based on who they are (persona) and where they are in the buyer's journey.

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Lead Nurturing Basics: How to Nurture the B2B Buyer’s Journey in 5 Steps - Act-On

Lead Nurturing Basics: How to Nurture the B2B Buyer’s Journey in 5 Steps - Act-On | The Marketing Technology Alert | Scoop.it

iNeoMarketing’s MarTech Managed Services drives more leads faster. Contact us to see how.

iNeoMarketing's insight:

Just remember that each piece needs to be personafied.

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Mike Boogaard's curator insight, Today, 6:48 AM

Very useful simple guide on how to set up your lead scoring and start  acquiring leads and nurturing them through the funnel. 

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Five Ways Marketing Technology Will Transform Our Industry - Profs

Five Ways Marketing Technology Will Transform Our Industry - Profs | The Marketing Technology Alert | Scoop.it

iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.

iNeoMarketing's insight:

Already in progress...

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9 Ways Optimized Content Can Improve Your LinkedIn Visibility - SEMrush Blog

9 Ways Optimized Content Can Improve Your LinkedIn Visibility - SEMrush Blog | The Marketing Technology Alert | Scoop.it

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.

iNeoMarketing's insight:

This is a newfound gem, and easy to execute. Should take you no more than 1 hour to finish.

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CallidusCloud Announces the Predictive Sales Performance Platform - CallidusCloud

CallidusCloud Announces the Predictive Sales Performance Platform - CallidusCloud | The Marketing Technology Alert | Scoop.it

From MarTech 101 to Advanced Techniques, iNeoMarketing has you covered. Contact us.

iNeoMarketing's insight:

FYI, as predictive continues to make its inroads into MAPs.

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HubSpot aims to make better connections via acquisition of Rekindle - FierceCMO

HubSpot aims to make better connections via acquisition of Rekindle - FierceCMO | The Marketing Technology Alert | Scoop.it

Not having a fun time with IT? Contact us: we can act as your buffer to get the job done.

iNeoMarketing's insight:

Continued product expansion, fueled by the recent IPO. This is a nice-to-have feature, and certainly helps to keep the DB clean.

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The 7-Day Lead Gen Landing Page Course - Unbounce

The 7-Day Lead Gen Landing Page Course - Unbounce | The Marketing Technology Alert | Scoop.it

iNeoMarketing’s Outsourcing delivers the vetted talent you need under your complete management and control. Contact us to see how.

iNeoMarketing's insight:

Oh you definitely want to bookmark and incorporate into your training agenda! Unbounce is the knowledge leader in landing page (while MECLABS is the testing leader). 

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