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Cheri brings more than a decade of marketing experience to SiriusDecisions’ Technology and Services practice. Her background includes experience serving b-to-b organizations at communications agencies and tenure working within marketing organizations. She is a respected and results-oriented leader with a proven track record of moving people and programs forward.

Marketplace Pulse 3/24/17 Edition
  • This is the 55th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
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March 24, 2017

Marketplace Pulse 3/17/17
  • This is the 54th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
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March 17, 2017

The Influencer Marketing Technology SiriusView
  • Influencer marketing technology helps companies identify and engage with third-party influencers
  • These solutions support a data-driven approach to searching for, selecting and managing relationships with influencers
  • This blog post highlights seven vendors in the influencer marketing technology category

March 14, 2017

Marketplace Pulse 3/10/2017 Edition
  • This is the 53rd edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

March 10, 2017

Marketplace Pulse 3/3/2017
  • This is the 52nd edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

March 03, 2017

Marketplace Pulse 2/24/17 Edition
  • This is the 51st edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

February 24, 2017

Marketplace Pulse 2/17/2017 Edition
  • This is the 50th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

February 17, 2017

Marketplace Pulse 2/10/17 Edition
  • This is the 49th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

February 10, 2017

Influencer Marketing Tech and My PR Internship
  • Influencer marketing technology is an emerging field in b-to-b technology
  • The providers in this space approach solving the influencer marketing challenge from different angles
  • B-to-b organizations must consider the goals and scope of influencer marketing efforts before evaluating technology

February 09, 2017

Marketplace Pulse 2/3/2017 Edition
  • This is the 48th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us marketpla[email protected]

February 03, 2017

Marketplace Pulse 1/27/2017 Edition
  • This is the 47th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

January 27, 2017

Marketplace Pulse 1/20/2017 Edition
  • This is the 46th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

January 20, 2017

Marketplace Pulse 1/13/2017 Edition
  • This is the 45th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

January 13, 2017

Marketplace Pulse 1/6/2017 Edition
  • This is the 44th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

January 06, 2017

Marketplace Pulse 12/16/2016 Edition
  • This is the 43rd edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

December 16, 2016

Marketplace Pulse 12/9/2016 Edition
  • This is the 42nd edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

December 09, 2016

Untangling the Content Technology Knot
  • The content issues pervasive at b-to-b organizations are a tangle of process and technology
  • Companies need to start by separating their content priorities from their technology concerns
  • Next, companies can decide how to use technology to address content priorities

December 08, 2016

Marketplace Pulse 11/11/2016 Edition
  • This is the 40th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

November 11, 2016

DIY? Call for Help? Not a Black-or-White Decision
  • Many b-to-b organizations think the decision to outsource is black or white, outsourcing a complete function or deciding to do it themselves
  • There is an opportunity to structure work with an agency so it is clear what the roles on each side will be
  • This blog post shares three common examples of shared work between agency and client

November 11, 2016

Marketplace Pulse 11/4/2016 Edition
  • This is the 39th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

November 04, 2016

Marketplace Pulse 10/28/2016 Edition
  • This is the 38th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

October 28, 2016

Marketplace Pulse 10/21/2016 Edition
  • This is the 36th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

October 21, 2016

Marketplace Pulse 10/14/2016 Edition
  • This is the 35th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

October 14, 2016

Marketplace Pulse 10/7/2016 Edition
  • This is the 34th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

October 07, 2016

Marketplace Pulse 9/30/2016 Edition
  • This is the 34th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

September 30, 2016

Considerations For Selecting a Webinar Technology
  • When selecting a webinar technology, carefully consider requirements and use cases
  • Webinar technologies vary in editing capabilities and how they can be shared
  • This post shares four considerations for making a webinar technology selection

September 29, 2016

Marketplace Pulse 9/23/2016 Edition
  • This is the 33rd edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

September 23, 2016

Which Vendor Do I Select for My Webinar Needs?
  • Webinars continue to be a critical component to any b-to-b demand marketer’s toolkit
  • Webinar vendors vary based on their editing capabilities, ability to support simulated live events, and marketing integrations
  • This blog post summarizes the webinar technology landscape

September 19, 2016

Marketplace Pulse 9/16/2016 Edition
  • This is the 34th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

September 16, 2016

Marketplace Pulse 9/9/2016 Edition
  • This is the 33rd edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

September 09, 2016

Marketplace Pulse 9/2/2016 Edition
  • This is the 32nd edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

September 02, 2016

Marketplace Pulse 8/26/2016 Edition
  • This is the 32nd edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

August 26, 2016

Marketplace Pulse 8/19/2016 Edition
  • This is the 31st edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

August 19, 2016

Marketplace Pulse 8/12/2016 Edition
  • This is the 30th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

August 12, 2016

The Seven Deadly Sins of Agency Selection
  • Selecting an agency or services provider is a daunting task
  • Most b-to-b organizations focus exclusively on the companies they are evaluating
  • By not also focusing on themselves, b-to-b organizations could be committing one of seven deadly sins

August 10, 2016

Marketplace Pulse 8/5/2016 Edition
  • This is the 29th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

August 05, 2016

Marketplace Pulse 7/29/2016 Edition
  • This is the 29th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

July 29, 2016

Marketplace Pulse 7/22/2016 Edition
  • This is the 28th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

July 22, 2016

Marketplace Pulse 7/15/2016 Edition
  • This is the 27th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

July 15, 2016

Marketplace Pulse 7/8/2016 Edition
  • This is the 27th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

July 08, 2016

Looking for an Agency for a Branding Project?
  • B-to-b organizations commonly hire an agency for branding and rebranding projects
  • Finding the right agency is critical, given the cost and strategic nature of this work
  • This post provides a summary of six North America-based brand agencies

July 07, 2016

Marketplace Pulse 7/1/2016 Edition
  • This is the 26th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

July 01, 2016

Marketplace Pulse 6/24/2016 Edition
  • This is the 25th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

June 24, 2016

Marketplace Pulse 6/17/2016 Edition
  • This is the 24th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

June 17, 2016

Microsoft Buys LinkedIn: Stakeholder Implications
  • Microsoft announced intent to acquire LinkedIn for $26.2 billion
  • The pairing gives Microsoft access to more than 400 million LinkedIn member records
  • SiriusDecisions believes that this is a win for prospects and current Microsoft customers and will cause a big disruption in the sales/marketing cloud

June 14, 2016

Marketplace Pulse 6/10/2016 Edition
  • This is the 24th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

June 10, 2016

Marketplace Pulse 6/3/2016 Edition
  • This is the 23rd edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

June 03, 2016

Brand Agency: Specialist or Jack of All Trades?
  • A branding initiative is a major project for any b-to-b organization
  • External partners provide a beneficial outside-in perspective
  • Project scope is critical in deciding which type of agency to use

June 01, 2016

Marketplace Pulse 5/20/2016 Edition
  • This is the 23nd edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

May 20, 2016

Marketplace Pulse 5/13/2016 Edition
  • This is the 22nd edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

May 13, 2016

Marketplace Pulse 5/6/2016 Edition
  • This is the 21st edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

May 06, 2016

Marketplace Pulse 4/29/2016 Edition
  • This is the 20th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

April 29, 2016

Marketplace Pulse 4/22/2016 Edition
  • This is the 19th edition of the Marketplace Pulse
  • Each week we will share news from around the Web
  • Share your suggestions for these posts by writing to us [email protected]

April 22, 2016

Marketplace Pulse 4/15/16 Edition
  • This is the 18th edition of the Marketplace Pulse
  • Each week we will share news from around the web
  • Share your suggestions for these posts by writing to us [email protected]

April 15, 2016

Marketplace Pulse 4/8/2016 Edition
  • This is the seventeenth edition of the Marketplace Pulse
  • Each week we will share news from around the web
  • Share your suggestions for these posts by writing to us [email protected]

April 08, 2016

How Do I Choose a Content Marketing Technology?
  • Content marketing technology helps a specific department or an entire organization operationalize the content lifecycle
  • Content marketing vendors vary in many ways, including solution basis (platform/points), third-party content availability and digital asset management
  • This blog post summarizes the landscape for content marketing technology vendors

April 07, 2016

Marketplace Pulse 4/1/2016 Edition
  • This is the sixteenth edition of the Marketplace Pulse
  • Each week we will share news from around the web
  • Share your suggestions for these posts by writing to us [email protected]

April 01, 2016

Marketplace Pulse 3/25/2016 Edition
  • This is the fifteenth edition of the Marketplace Pulse
  • Each week we will share news from around the web
  • Share your suggestions for these posts by writing to us [email protected]

March 25, 2016

Content Marketing Tech Workflow Considerations
  • Marketing teams are often burdened by manual processes for getting content reviewed and approved by stakeholders
  • Most content marketing vendors have the ability to help manage workflows for the creation and review of content
  • Adopting content marketing technology can help improve content operations and find bottlenecks in review processes

March 23, 2016

Marketplace Pulse 3/18/2016 Edition
  • This is the fourteenth edition of the Marketplace Pulse
  • Each week we will share news from around the web
  • Share your suggestions for these posts by writing to us [email protected]

March 18, 2016

What to Do When You Want to Consolidate Agencies
  • Companies often end up juggling agencies and spending an inordinate amount of time managing work across multiple parties
  • When managing multiple agencies becomes too much or when budgets are re-evaluated, organizations may look at consolidating agencies
  • Keep these considerations in mind as you approach agency consolidation

March 14, 2016

Marketplace Pulse 3/11/2016 Edition
  • This is the thirteenth edition of the Marketplace Pulse
  • Each week we will share news from around the web
  • Share your suggestions for these posts by writing to us [email protected]

March 11, 2016

Don’t Hire a B-to-C Agency if You’re B-to-B
  • B-to-b organizations sometimes consider agencies or services providers without b-to-b expertise for marketing services
  • Selecting the wrong type of agency can be detrimental to the project because of the major differences between b-to-b and b-to-c work
  • Given complex b-to-b buying scenarios, it is best to select a partner with b-to-b experience

March 09, 2016

Marketplace Pulse 3/4/2016 Edition
  • This is the twelfth edition of the Marketplace Pulse
  • Each week we will share news from around the web
  • Share your suggestions for these posts by writing to us [email protected]

March 04, 2016

Marketplace Pulse 2/26/2016 Edition
  • This is the eleventh edition of the Marketplace Pulse
  • Each week we will share news from around the web
  • Share your suggestions for these posts by writing to us [email protected]

February 26, 2016

Content Marketing Technology: Image Considerations
  • B-to-b organizations adopt content marketing technology to manage ideation, streamline processes, and manage the publication/distribution of content
  • The ability of a content marketing system to support your image needs is an important consideration when evaluating these tools
  • The adoption of content marketing technology can lower the barriers for companies to adopt more visual content in their communications

February 23, 2016

Marketplace Pulse 2/19/2016 Edition
  • This is the tenth edition of the Marketplace Pulse
  • Each week we will share news from around the web
  • Share your suggestions for these posts by writing to us [email protected]

February 19, 2016

Marketplace Pulse 2/12/2016 Edition
  • This is the ninth edition of the Marketplace Pulse
  • Each week we will share news from around the web
  • Share your suggestions for these posts by writing to us at [email protected]

February 12, 2016

Marketplace Pulse 2/5/2016 Edition
  • This is the eighth edition of the Marketplace Pulse
  • Each week we will share news from around the web
  • Share your suggestions for these posts by writing to us [email protected]

February 05, 2016

3 Questions to Ask Persona Service Providers
  • It’s important to ask the right questions when seeking a company that will develop personas for your organization
  • These three questions reveal how a particular vendor develops and delivers personas vs. other vendors
  • The answers to these questions will help determine which persona service provider fits the needs of your organization

February 03, 2016

Marketplace Pulse 1/29/2016 Edition
  • This is the seventh edition of the Marketplace Pulse
  • Each week we will share news from around the web
  • Share your suggestions for these posts by writing to us [email protected]

January 29, 2016

Three Signals It's Time for a Retainer Contract
  • Companies may become burdened by managing multiple service providers that work on a project basis
  • There are many benefits to working with service providers in retainer-based relationships, including a consistent team
  • Use these signals to know when it’s time to make the switch from project-based relationships to longer-term commitments

January 25, 2016

Marketplace Pulse 1/22/2016 Edition
  • This is the sixth edition of the Marketplace Pulse
  • Each week we will share news from around the web
  • Share your suggestions for these posts by writing to us [email protected]

January 22, 2016

Marketplace Pulse 1/15/16 Edition
  • This is the fifth edition of the Marketplace Pulse
  • Each week we will share news from around the web
  • Share your suggestions for these posts by writing to us [email protected]

January 15, 2016

Selecting a Service Provider for a Persona Project
  • Personas are core to the creation of go-to-market strategy for many companies
  • Some companies don’t have the bandwidth to develop these in-house and outsource to a service provider
  • SiriusDecisions recently published a report evaluating vendors that offer these services

January 13, 2016

Tips for Reviewing RFP Responses From Agencies
  • Judging RFP responses is a critical step in the service provider selection process
  • It is important to allocate adequate time to review RFP responses so that you’re not rushed in reviewing all of the documents
  • Make sure to keep these five things in mind as you review RFP responses to get the most value from your efforts

January 11, 2016

Marketplace Pulse 1/8/2016 Edition
  • This is the fourth edition of the Marketplace Pulse
  • Each week we will share news from around the web
  • Share your suggestions for these posts by writing to us [email protected]

January 08, 2016

Three Questions to Help Create a Killer Agency RFP
  • Building RFPs for service providers can be a daunting and time-consuming task
  • There are benefits in viewing the RFP as a tool to uncover more about the service provider’s approach and potential chemistry
  • Evaluate your RFP through three lenses to attract the types of service providers you want to work with

January 06, 2016

How to Avoid Cooking Up an RFP Disaster
  • Creating, issuing and reviewing RFPs is a time consuming process
  • Often times, companies rush through this process and create more work in the long run
  • In order to streamline the process, use these best practices for your RFPs

December 22, 2015

Questions to Ask Your Service Providers for 2016
  • The new year provides an opportunity to regroup with service provider and agency partners
  • In your planning meetings, it’s important to take a step back and evaluate new approaches
  • Use these questions to make sure you start the new year off on the right foot

December 21, 2015

Marketplace Pulse 12/18/2015 Edition
  • This is the third edition of the Marketplace Pulse
  • Each week we will share news from around the web
  • Share your suggestions for these posts by writing to us [email protected]

December 18, 2015

Three Ways to Make Your Service Provider Cry
  • Clients and service providers often end up in contentious relationships based on misaligned expectations
  • Agencies or service providers become defensive when they feel that the client may take their ideas and have someone else execute on them
  • Asking the right questions can foster creativity and improve the work done by the service provider or agency

December 18, 2015

Why Briefing an Analyst Firm Isn't a Waste of Time
  • Analysts play an important role in the b-to-b buying process
  • Yet, many vendors aren’t sure how to best engage with analyst firms when they are approached about research
  • With a better understanding of how to work with analyst groups, marketing and communications professionals can better drive engagement

December 17, 2015

So You’ve Hired a New Agency…Now What?
  • Companies aren’t out of the woodwork with responsibility once they select a new agency
  • It is critical that companies partner closely with the new agency to ensure thorough onboarding and immersion
  • The key to a successful partnership between client and agency lies in the first three months

December 16, 2015

Marketplace Pulse 12/11/2015 Edition
  • This is the second edition of the Marketplace Pulse
  • Each week we will share news from around the web
  • Share your suggestions for these posts by writing to us [email protected]

December 14, 2015

How to Know if an Agency is “The One” |Part 4
  • Looking at the chemistry between the two organizations is the last crucial step
  • Corporate chemistry can reveal whether this agency will be a long term strategic partner
  • Think about this chemistry as if the agency would need to interact with one of your executives

December 10, 2015

How Do I Choose a PR Agency?
  • Public relations (PR) agencies help organizations maintain a positive brand perception and relationships with key stakeholders and influencers
  • Many PR agencies have expanded beyond traditional media relations to include influencer relations, social media, content marketing and multimedia
  • This post summarizes the landscape for North American b-to-b focused, mid-size PR agencies

December 10, 2015

Marketplace Pulse 12/4/2015 Edition
  • This is the first edition of the Marketplace Pulse
  • Each week we will share news from around the web.
  • Share your suggestions for these posts by writing to us [email protected]

December 09, 2015

How to Know if an Agency is “The One” |Part 3
  • Gauging chemistry between the agency team and your team is an important component of agency selection
  • You want there to be a good rapport among members of both teams, especially if you’ll be including the agency in brainstorm sessions
  • While it is complex to evaluate teams against each other, there should be a general feeling around how teams can interact

December 09, 2015

How to Know if an Agency is “The One” |Part 2
  • Chemistry with the account lead is a critical component of the agency relationship
  • Think about whether you would hire this person to work on your team
  • By evaluating the chemistry with the account lead, you will better understand how interactions will go in the future

December 08, 2015

How to Know If an Agency Is “The One”
  • The selection process for finding a new vendor is daunting
  • This is especially true when looking for a new agency or service provider
  • There are three types of chemistry to check for during the selection process

December 07, 2015

When to (and When Not to) Bring on Another Agency
  • When executing a new project, it is difficult to know whether you should use a current agency or hire a new one
  • This is especially true for social media, where the impact of this decision can bleed across agency boundaries
  • Use these guidelines to understand when it is appropriate to hire a new firm vs. use a current one

December 04, 2015

TechX 2015 Wrap-Up: See You Next Year!
  • The SiriusDecisions inaugural Technology Exchange was held November 18 and 19 in San Francisco
  • The event brought together more than 500 sales, marketing and product practitioners and 31 sponsors
  • The 2016 SiriusDecisions Technology Exchange will be located in Austin, Texas, on November 16 and 17

December 04, 2015

Navigating Tough Convos with Agency Partners
  • One of the hardest parts of managing an agency is providing constructive feedback
  • While most people feel comfortable having this conversation with a coworker, they struggle when delivering the same information to an agency
  • While these conversations are difficult, they serve to strengthen the relationship among the teams and keep everyone working in lockstep

December 03, 2015

Managing Competitive Issues When Picking Agencies
  • It can be tricky to avoid competitive conflicts when working with an agency that has significant domain experience
  • This is especially true for companies in emerging markets
  • Use the questions below to uncover how close is too close for competing clients at agencies

December 02, 2015

Who Wants to Be a PR Agency? Survey Says: No One
  • The PR industry is shifting, mainly because of the changes to traditional media
  • With these changes, PR agencies are distancing themselves from the term “PR”
  • Rather than redefine the term, they are moving to terms like integrated communications

December 01, 2015

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