SiriusDecisions Marketplace

SiriusDecisions Marketplace Blog

Nov/2015

May/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

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

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

Behind the Scenes of Hosting a Webinar
  • It can take field marketers 30-plus steps and 15-plus applications to fully execute a webinar program
  • When point solutions are not integrated, it’s marketers who act as the glue that holds the marketing tech stack together
  • When evaluating potential technology solutions, organizations should define a list of real-life use cases

December 15, 2016

When Politics Meets Digital Advertising
  • Ad placement requires proper targeting, and should in line with values and beliefs
  • With ad tech advances, advertisers must exercise caution to ensure their brand isn’t tarnished by unintended placement
  • Programmatic digital media requires discipline and vigilance by marketers and partners

December 15, 2016

Do You Really Need ANOTHER Web Site?
  • Although companies should ideally have one Web site and domain name, in some situations, other options are needed
  • The location of content – added to a new Web site or included on the existing site – affects user engagement
  • A structured and consistent approach to Web site content decisions simplifies user experience and site management

December 13, 2016

DIY Tech Options for Marketing Enablement
  • Marketing enablement is an emerging function that systematically equips marketing staff with the competencies to succeed in their job roles
  • Marketing enablement functions are challenged by the lack of dedicated technology solutions to support their efforts
  • Savvy leaders use a DIY approach to leverage existing technology to address their marketing enablement needs

December 12, 2016

Dell’s Predictive Progress: Key Success Factors
  • Dell implemented predictive analytics for a broad range of marketing tactics
  • A consistent cycle of planning, piloting, testing and measuring results is required to effectively leverage a new technology
  • Marketing practitioners should take an expansive view of how a new technology can impact their organizations

December 01, 2016

Balancing the Tech Stack: Austin Users’ Insights
  • SiriusDecisions recently facilitated a user group discussion with demand creation and marketing operations professionals
  • Participants talked about which technologies are in their tech stack and why
  • Hot topics among the group were keeping up with vendors, predictive, IT involvement in purchase decisions and the expense of failure

October 24, 2016

Is Marketing Automation On the Decline?
  • Marketers are repeatedly being asked to justify the value received from MAP investments.
  • As innovation continues across the broader MAP ecosystem, marketers are curious about the next set of capabilities they should be taking.
  • The MAP marketplace continues to innovate and presents new and interesting opportunities for the utilization of the technology.

October 20, 2016

Personalizing Your Personalization System
  • There are three different types of personalization that can be used in marketing
  • A company’s personalization needs will vary depending on their specific goals and circumstances
  • Matching company needs and personalization types is critical to successful and effective personalization implementation

October 10, 2016

Two Distinct Flavors of Personalization
  • Persona-based and individual personalization should be used in tandem
  • Each target has a different set of requirements to consider
  • The goal of personalization is to optimize conversions

August 24, 2016

A New Era for Marketing Automation in Europe
  • By 2017, 75 percent of European marketers will be leveraging marketing automation platforms (MAPs) – a 52 percent increase over 2013 European rates
  • Marketers are already testing the boundaries of what their MAPs can do and demanding more from vendors
  • Multi-channel lead nurture, predictive scoring and flexible preference centers are three future focus areas for MAPs

August 03, 2016

Are We Engaged? It’s a Matter of Trust
  • Before customers will engage in your online community, you need to gain their trust in you and your social collaboration platform
  • Alignment between community goals and corporate objectives is critical for success
  • Don’t be eager to throw money at technology unless you are 100 percent sure it works with your environment

June 27, 2016

Predictions Really Do Come True
  • During Summit 2016, we spent time at the “reflection pool” of success and celebrated early predictions that have now become reality
  • Three of our Demand Creation Programs of the Year winners predicted they would find success via predictive applications
  • The winners who are effectively leveraging predictive include Spiceworks, Demandbase and New Relic

June 20, 2016

Maximize Your MRM Implementation
  • Successful MRM implementations address pre- and post-implementation workstreams in addition to technology selection
  • Workstreams include requirements gathering, relationship building, implementation prep, training, user adoption and system support
  • Leverage cross-functional working teams and a proactive communications plan to ensure project success

June 15, 2016

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