Ian Michiels

A Marketing Technology Guide for CMOs at Midsize B2B Companies

While interesting and widely referenced, many of the logo-centric infographics are not all that useful for determining which technologies to invest in – and, more importantly, why. Instead of re-hashing existing efforts (which are NOT trivial and incredibly useful) I wanted to provide CMOs with...

“We Don’t Really Offer Data Visualization,” Say Business Intelligence Vendors

Earlier this year I published the 2015 Data Visualization benchmark report and in the process of briefing with vendors learned something quite troubling about the Business Intelligence vendor landscape.  A great deal of the established BI brands found the topic of “data visualization” to...

Measuring Inefficiency in Your Content Marketing Production Processes

The new dynamics of business-to-business (B2B) marketing have fundamentally changed the way brands engage with customers. Relevant, timely, and value-added content is the currency for capturing mindshare from overwhelmed and fatigued prospects and customers. Indeed, 57% of mid-to-large B2B companies are currently invested in...

What It Means to Be a Data-Driven Marketer in 2015

The quickest way to make a CMO roll their eyes is to tell them they should be making more data-driven decisions. Of course we should, everyone knows that. Unfortunately there are a lot of “buts” attached to making this a reality. “But the data...

The Hidden Funnel in Acquisition Marketing

Inbound marketing has largely been established as a credible tactic for the B2B marketer’s toolbox. Great content drives great conversations, and in most cases it does in fact hunt down targeted prospects and predictable pipeline growth. It’s certainly more effective than a random outbound...

What’s under the hood in the HP Marketing Hub?

A marketers guide to navigating “what’s cool” about HP’s Marketing Hub Here’s a sure way to get a shrug: ask the average marketer what the HP Marketing Hub entails. It’s hard to believe a company like HP could be lost in the noise when it...

Could Salesforce.com Wave Be a Tsunami for Data Visualization?

This week at Dreamforce 2014 Salesforce.com announced its new cloud analytics platform, Wave. Wave is in part a byproduct of the June 2013 acquisition of the analytics startup EdgeSpring for an undisclosed amount. I see the acquisition is far more than another me-too business...

HubSpot Unveils CRM at INBOUND 2014 – Is It a Game Changer?

In September 2014 HubSpot hosted the annual INBOUND 2014 event in Boston. If exponential attendance growth (10,000 attendees) isn’t a sign of inbound marketing continuing to gain traction, perhaps HubSpot’s 80% year-over-year revenue growth of $78M and almost 12,000 customers as of September 2014...

Proven Digital Marketing Testing & Optimization Strategies from 3 Great Brands

Here’s a CliffsNotes summary of a session I just sat in on at Oracle OpenWorld 2014 – great content thanks to a panel of digital marketers from three great brands including: Epson, Shutterfly, and Apollo Group (which owns the University of Phoenix brand).   The...

The Concept of Big in the Age of Data

Today Oracle CEO Mark Hurd was joined on stage at the Oracle OpenWorld 2014 (#OOW14) keynote by executives from dunnhumby, Procter & Gamble, Walgreens, Xerox, and Pearson. Together these organizations represent half a billion employees and billions in revenue. Naturally, the conversations revolved around...

Top 4 Metrics for Measuring the Success of Business Intelligence

One of the main goals of BI is to organize and distribute metrics on the performance of the business. The conundrum is measuring the performance of the BI platform itself. If a division of the company is enjoying a surge in profitability, can this...

Top 3 Metrics for Measuring Social Engagement

Top Performers are using all sorts of KPIs to measure the performance of their social activities, and have become experienced...

3 Sample Lead Nurturing Campaigns (by Industry)

Relevance is the most important variable in lead nurturing campaigns; the message, channel, and timeliness of the communication must resonate with your target audience.  This holds true for every interaction in a drip or trigger campaign, not just the point of contact with a prospect. ...

Digital Asset Management Adoption Trends in 2014

We crunched through the numbers from our recent publication of the 2014 Digital Asset Management Gleansight benchmark report and found a few notable trends that are worth keeping eye on if you are in the market for a DAM investment or considering improvements to...

3 Compelling Trends to Watch in Marketing Automation

In August Gleanster published the 2014 Marketing Automation benchmark report, covering 53 vendors, complete with vendor rankings (based on end-users) and analyst commentary on each vendor. The marketing automation vendor rankings showcase user perceptions across four criteria: ease of use, ease of deployment, features,...

Marketing Automation Adoption Trends in 2014

In August Gleanster published the 2014 Marketing Automation benchmark report, covering 53 vendors, complete with vendor rankings (based on end-users) and analyst commentary on each vendor. The marketing automation vendor rankings showcase user perceptions across four criteria: ease of use, ease of deployment, features,...

Key Takeaways from the 2014 Marketing Automation FLASH Vendor Rankings

In August Gleanster published the 2014 Marketing Automation benchmark report, covering 53 vendors, complete with vendor rankings (based on end-users) and analyst commentary on each vendor. The marketing automation vendor rankings showcase user perceptions across four criteria: ease of use, ease of deployment, features,...

What Your Whitepaper Is Really Telling Your Prospects

With over 4,000 solution profiles in our software directories, our research team visits a ton of vendor websites and has evaluated thousands of resources for addition to our Open Resource Library. We are essentially looking to host and showcase some good quality resources from the...

Top 3 Metrics for Measuring the Success of WCM Investments

Executive at most companies have tempered their expectations of massive revenue growth arising purely from social media. Yes, social media can provide great engagement, but closing sales still depends heavily on visits to owned media assets. Therefore, aside from “overall company revenue,” Top Performers...

Software Options for Powering Local Marketing Communications

Managing multi-channel communications within a single corporate marketing function is challenging enough. But if your organization has a corporate marketing entity that also supports local or regionally distributed marketers, you know it’s exponentially harder to manage brand consistency and the customer experience in this...

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