SiriusDecisions Marketplace

SiriusDecisions Marketplace Blog

Nov/2015

May/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

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

TechX 2016: How to Roll Out Workplace Technology
  • Workplace technology rollouts differ from personal technology purchases in several important ways
  • Organizations must consider multiple personas when designing a tech rollout
  • Let affected users know up front how the new technology will change their daily experiences

November 18, 2016

How Can B-to-B Marketers Use Augmented Reality?
  • Widespread knowledge of augmented reality exploded this summer with the launch of Pokémon GO
  • B-to-b marketers need to understand the potential uses of augmented reality and be familiar with the platforms and capabilities
  • To compete in the current market, plan to experiment with a pilot in 2017

November 03, 2016

Enabling B-to-B Remote Teams
  • Join SiriusDecisions in Austin this November for the second annual Technology Exchange
  • Learn how remote teams can collaborate on projects, planning, workflows and approvals
  • Discover capabilities to facilitate distributed communication and collaboration

October 20, 2016

By the Numbers: Technology and Emerging Companies
  • Before purchasing technology, emerging companies should assess data quality and availability, and content readiness
  • Technology saturation is reached when there is a surplus of marketing technology but too few people and processes to utilize it
  • Companies reach the right balance between people, process and technology at the $151 million to $250 million revenue range

October 12, 2016

Booz Allen Hamilton’s Tech Transformation
  • Grant McLaughlin spoke with SiriusDecisions on the organization’s journey to improved tech utilization
  • Marketing analytics and brand measurement received particular attention
  • As a large organization, Booz Allen has found that alignment across functions is key to successful rollout

August 31, 2016

Chief Marketing Technologist: Key Responsibilities
  • Many b-to-b marketing organizations lack a cohesive technology adoption strategy, contributing to redundant systems and duplication of data
  • A chief marketing technologist has seven primary responsibilities, ranging from technology selection and implementation to budgeting and strategy
  • Before creating and hiring for the role of a chief marketing technologist, clearly define the role and its responsibilities

May 23, 2016

How Marketing Ops Can Drive Better Tech Decisions
  • Many b-to-b organizations are plagued by “shiny new car syndrome” and purchase new technologies that they don’t have the resources to manage
  • Buying new technology is only the beginning – organizations need a sound strategy for implementation
  • Marketing operations can take the lead on driving the tech roadmap, helping the organization understand its needs and make decisions appropriately

March 17, 2016

Marketing’s Big Hiring Problem, PHACE and Unicorns
  • B-to-b organizations often find it difficult to find qualified personnel for their marketing teams
  • New Relic’s Baxter Denney has created a new framework for finding the best candidates
  • Don’t chase unicorns – instead, look for candidates who might have taken an unexpected path to develop relevant skills

March 03, 2016

Training Teams on New Marketing and Sales Tech
  • Different groups learn new technology in distinctly different ways
  • The best technology training is aligned to performance goals
  • Engaging people in how to improve the technology and its use enhances adoption

December 16, 2015

How Martech Mania Improves CIO/CMO Rapport |Part 2
  • The relationship between the CIO and CMO can be strained, at best, in some organizations
  • The explosion in marketing technology is creating an opportunity to build a bridge between the IT and marketing organizations
  • Learn three more ways to use this opportunity to improve the CIO/CMO relationship

December 15, 2015

How Martech Mania Improves CIO/CMO Rapport
  • The relationship between the CIO and CMO can be strained, at best, in some organizations
  • The explosion in marketing technology is creating an opportunity to build a bridge between the IT and marketing organizations
  • Learn the first two ways to use this opportunity to improve the CIO/CMO relationship

December 08, 2015

Are Technologists Cramping the C-Suite’s Style?
  • As the number of available technology solutions increases, marketing and sales leaders face more complex purchasing and stewardship decisions
  • Some (but not all) orgs find value in assigning a role that is responsible for maintaining an overall understanding of marketing/sales technologies
  • A chief technologist may be instrumental in helping reach a series of milestones with the goal of getting the organization technologically caught up

November 19, 2015

  • Organization
  • Guest Contributor