SiriusDecisions Marketplace

SiriusDecisions Marketplace Blog



How Many Fields Should Web Contact Forms Have?
  • Marketers often wonder how many fields should be in their Web contact forms
  • The optimal number of fields depends on numerous variables
  • Qualification is the most variable of the main potential form criteria

May 23, 2017

Aetna: Creating Real-Time Web Personalization
  • Aetna, Accountable Care Solutions needed to shift from customization to real-time personalization
  • Marketing automation was deployed to provide information specific to buyers' needs
  • Using a single platform also makes back-end content management easier

May 14, 2017

Content, AI and Human Domination
  • Artificial intelligence (AI) is a controversial and provocative topic that’s impacting many areas of business
  • AI-based solutions are being used to “read” and score business content and make improvement recommendations
  • A comprehensive content strategy should apply such solutions to all enterprise content to support brand consistency and quality

May 09, 2017

The Four Horsemen of the ABM Technology Apocalypse
  • Account-based marketing (ABM) technology continues to be a hot topic, but not all early adopters are enamored
  • Take the risk out of your ABM technology implementation by avoiding these four common challenges
  • Be a responsible and informed technology buyer, and ask prospective vendors the important questions

May 05, 2017

Technology User Adoption – The Winning Approach
  • User adoption is crucial to technology implementation, but can take time to achieve
  • Vendor training is the beginning, not the end, of the user adoption process
  • Understand user roles, prioritize role-based training and provide ongoing support

May 03, 2017

Technology Investment: What’s Old Is New Again?
  • SiriusDecisions surveyed 400 organizations to analyze marketing and sales technology budgets and technology adoption
  • Thirty-eight percent of marketing and sales organization allocate their budget equally between new technologies and existing infrastructure
  • More companies in the industrial sector are investing in new technologies compared to other verticals

May 01, 2017

Does Your Social Media Tool Have a Baby Unicorn?
  • Most companies rely on multiple social media tools to support their social operations
  • As a company grows or changes, audit how the current social media tools meet the company’s needs
  • A regular “checks and balances” approach helps ensure the social media tools are being optimized

April 26, 2017

Customer Advocacy Platforms: Nine Questions to Ask
  • Peer-to-peer selling is changing the dynamics of how to leverage customer advocates
  • Customer advocacy management and reference platform tools have become invaluable to increase productivity and reach
  • Customer advocacy management technologies help support important areas such as demand creation, retention and reputation management

April 20, 2017

Which Comes First – The Process or the Technology?
  • Technology enables marketing, sales and product functions to deliver better outcomes
  • A process view of technology provides a foundation for developing requirements
  • Collaborate with key stakeholders to define the desired outcomes

April 12, 2017

Disruptive Tech: Presidential Lessons for Business
  • Disruptive technological innovations have historically powered presidential campaigns
  • Candidates having the foresight and resources to leverage new innovations effectively secured an unfair advantage
  • It’s critical to have the right strategy and perfect timing, and to surround new innovations with the right people and processes

April 03, 2017

The 90s Are Back: Not Just the Music or Clothes
  • Middleware solved the problem of integrating multiple systems in the 90s
  • The proliferation of technologies and data can create a new integration challenge
  • Updated versions of middleware have returned as a key part of the technology stack

March 29, 2017

Technology Support: Data Privacy Regulation GDPR
  • Companies should emphasize that a focus on gaining prospects’ opt-in permissions can fuel business growth
  • The good news is that technology is available to facilitate and enforce compliant data privacy policies
  • Three areas have caught our attention: consent management, data inventory management and preference management

March 23, 2017

Five Tips to Get Started With WeChat
  • WeChat has a significant number of users in Asia, Africa and South America
  • B-to-c and a growing number of b-to-b organizations targeting China are leveraging WeChat
  • Here are five tips for b-to-b marketers to get started

March 22, 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

Customer Advocacy’s Role in the ABM Tech Stack
  • Customer advocacy is an increasingly popular tactic family supporting account-based marketing (ABM)
  • Customer advocacy helps protect and accelerate opportunities
  • Advocacy technologies help source, monitor and amplify advocacy impact

March 13, 2017

Do Advanced Digital Capabilities Mean More Tools?
  • Many companies mistakenly equate advanced digital capabilities with advanced digital tools
  • Advanced digital capabilities are about the coordination of planning, executing and reporting of digital and non-digital activities
  • Breaking down digital silos is the best way to be digitally advanced

March 09, 2017

Five Technology Tips for Great B-to-B Webinars
  • Producing successful webinars requires the right people and technology
  • Louis Adam from EXFO offers advice for using technology effectively
  • Organizations must carefully vet potential webinar platform vendors

March 08, 2017

Succeeding With ABM – Without ABM Technology
  • To launch an ABM program without dedicated tech, organizations must get creative
  • Joe Quinn of National Instruments created a successful ABM program by leveraging existing technologies
  • Ensure processes are well-defined before deploying ABM tools

March 06, 2017

Finding Value in Marketing Automation
  • A marketing automation platform (MAP), combined with process definition, should enable buyer engagement at scale
  • Marketing must ensure that business value and ROI are achieved from the MAP investment
  • MAPs must contribute to the efficiency and effectiveness of marketing programs

March 02, 2017

Ariadne’s Thread: B-to-B Applications for VR/AR
  • Virtual and augmented reality create a highly personalized and self-directed user experience
  • Key areas of business impact for virtual and augmented realities are customer engagement, product marketing and sales enablement
  • Virtual experiences offer a deeper level of insight into buyer sentiment and motivation

February 27, 2017

  • Alignment/Strategy
  • Tech Optimization
  • Tech Selection
  • Data/Analytics
  • Tech Optimization