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

Hey, Portfolio Marketers Don’t Have Any Toys!
  • There aren’t a lot of software tools for portfolio marketers
  • Portfolio marketers can leverage data about their target market segments and buyers from tools originally designed for other purposes
  • Tools are valuable for gathering data, but portfolio markets shouldn’t forget to talk directly to customers

March 27, 2017

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
  • Share your suggestions for these posts by writing to us [email protected]

March 24, 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

Marketplace Pulse 3/17/17
  • This is the 54th 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 17, 2017

Tech Spotlight: How GE Cleaned Up Its Channel Data
  • When channel data becomes disorganized and difficult to use, using a channel data management (CDM) vendor can help
  • Learn how GE deployed CDM and helped its channel partners regain trust in its data
  • As with any technology, CDM requires strong processes and capable teams for the best chance of success

March 16, 2017

Five-and-a-Half Questions to Ask SAM Providers
  • The number of SAM offerings available can be mind-boggling
  • This is good news for sales enablement, because competition drives innovation
  • These table-stakes requirements are must-haves for any short-listed provider

March 15, 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

  • Marketing Technology