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SiriusDecisions Marketplace Blog



NI's Marketing Tech Transformation – Part II
  • National Instruments embarked on a marketing technology transformation to improve its planning process
  • Marketing performance management tech was at the heart of this transformation
  • The second blog post in this series describes the positive results the organization saw

September 29, 2017

NI's Marketing Tech Transformation – Part I
  • National Instruments embarked on a marketing technology transformation to improve its planning process
  • Marketing performance management tech was at the heart of this transformation
  • The first blog post in this series describes initial vendor selection steps

September 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

August 31, 2017

Martech Tools to Help Emerging Orgs Grow Faster
  • The emerging company martech stack can have significant impact on annual revenue growth
  • Rapid growth cannot be achieved through technology alone
  • There needs to be a delicate balance between people, skills, process and technology

August 18, 2017

GDPR Is Coming: 5 Marketing Automation Pitfalls
  • GDPR is not just a suggestion but a salient and legal change in how EU data may be collected and maintained
  • There are five critical functions and processes to audit and potentially amend
  • Claims against companies for GDPR violations will be enacted starting on May 25, 2018

July 17, 2017

Tech Interview Spotlight: Customer Advocacy
  • Customer advocacy technologies can help organizations better manage the entire advocacy process
  • Spencer Duncan from Ceridian discusses his organization's experience in a recent interview
  • When evaluating platforms, consider integration with existing internal systems

June 21, 2017

Debunking Informal Learning Myths
  • B-to-b organizations need a formal learning plan to bridge major skills gaps
  • Trends toward informal and social learning do not deliver results on their own
  • Informal learning works best when placed inside a structured, business-goal oriented learning program

June 13, 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

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

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

Customer Experience in an Augmented World
  • Business model changes and disruptive technologies are raising the customer experience bar
  • Disruptive technologies – such as augmented reality – promise limitless possibilities
  • CMOs should do their best to assess augmented reality in terms of customer experience and engagement

January 25, 2017

How Microsoft Applied Agile Marketing to Office365
  • More organizations are interested in applying agile approaches to marketing
  • Microsoft has made a shift to applying agile practices within the Office365 marketing group over the past several years
  • The shift to agile marketing requires new processes, mindsets, skills and approaches to technology

January 19, 2017

Mailbox Meets Mobile: Pitney Bowes’ Dual Strategy
  • Do physical mailings still have a place in today's marketing environment?
  • Nat Cooper from Pitney Bowes explains his dual-tactic method
  • Data matching technology is critical to mobile marketing

January 11, 2017

What’s in Your Technology Future? Build a Roadmap
  • Building a technology roadmap requires aligning business objectives to technology planning
  • Establishing a steering committee helps to drive alignment across functions
  • Several key elements are required to make the technology vision a reality

January 04, 2017

PrimePay’s Predictive Marketing Journey
  • PrimePay went through a major consolidation and emerged with major growth goals
  • The sales and marketing teams had to optimize process and technology to achieve goals
  • Predictive analytics became a key piece of technology in the sales and marketing ecosystem

January 03, 2017

TechX 2016: Don't Let Your Tech Stack Topple!
  • Many organization's tech stacks are precarious and filled with gaps
  • During their Tech Exchange keynote, Jay Famico and Mark Levinson introduced a new technology framework
  • A priority-led approach to technology is key to making the right decisions

November 16, 2016

B-to-B Content Is a Pain in the Asset Management
  • Sixty-five percent of b-to-b content goes unused; one of the biggest reasons is lack of findability
  • Many b-to-b organizations are looking at new asset management solutions to address findability and content management issues
  • As so many tech vendors offer asset management capabilities, organizations must recognize differences and distinctions to find the right solution

November 09, 2016

An Insider’s View of Austin for SDTechX Attendees
  • Next week, the eclectic city of Austin will host SiriusDecisions’ second annual Technology Exchange
  • SiriusDecisions’ Austin-based employees list their must-see attractions while you’re at TechX
  • Here are 12 things you can do to experience the embodiment of the slogan “Keep Austin Weird”

November 07, 2016

“Going Agile” In Marketing – How Is It Different?
  • More organizations are interested in applying agile approaches to marketing
  • Applying agile to marketing differs in three key areas from product development
  • Organizations need to understand and plan for these differences

November 04, 2016

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