This article was updated and republished on Sept 1, 2022.
In a Harvard Business Review article, a team of experts from Bain & Company presents an analysis of B2B client data that offers insights into what matters most to B2B buyers of business products and services. A framework emerged from their research – a pyramid which organizes 40 fundamental “elements of value” within five categories. At the bottom of the pyramid is table stakes, followed by functional value, ease of doing business, individual value and inspirational value.
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Tags:
technology,
MRM,
marketing technology,
marketing resource management,
martech,
marketing technology buyers' resources
Today’s marketers must manage an ever-increasing number of digital channels and platforms for engaging the modern customer. This is leading many marketers to consider marketing resource management (MRM) to help them work smarter and more efficiently.
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Tags:
MRM,
marketing technology,
marketing resource management,
marketing technology vendors,
marketing resource management ROI,
MRM ROI,
MRM benefits,
marketing technology buyers' resources
Cincinnati, the “brand capital of the world,” recently served as the backdrop for Brandemonium, a week-long, experiential, brand-focused conference and festival. Vya was fortunate to have a front row seat to this first-ever international brand event, which took place right here in our own back yard.
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Tags:
branding,
brand consistency,
marketing technology,
marketing productivity,
brand experience,
marketing staff
How would you characterize the strength and effectiveness of your marketing organization? Do you have the right talent, martech tools and focused strategy required to compete at the level necessary to grow within your industry?
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Tags:
human resources,
marketing technology,
marketing as a service,
marketing staff,
martech,
MaaS
Technology’s role in transforming marketing cannot be understated. Digital channels, automation and a multitude of platforms have helped expand the marketer’s role, requiring expanded skillsets and increased IT investments for successful execution of marketing plans. Yet most marketing teams remain understaffed and overburdened. It is in this environment that marketing as a service (MaaS) has emerged.
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Tags:
human resources,
MRM,
marketing technology,
marketing resource management,
marketing as a service
In a recent webinar, Ian Michiels, principal and CEO of Gleanster Research, spoke of the importance of developing a road map for planning and implementing marketing resource management (MRM) software. This thought really struck a chord for me. A road map can serve many different purposes: it sets expectations, identifies possible roadblocks and helps ensure a smooth implementation.
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Tags:
MRM,
marketing technology,
marketing resource management,
local marketing,
print,
local marketing challenges,,
marketing planning,
systems
That first step – it can make or break you. In sports, that first step can launch you into the lead of the race, or help you beat your defender down the field. A good first step often puts you in position for success. It’s no different in business, especially when it comes to technology.
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Tags:
MRM,
marketing technology,
marketing resource management,
marketing operations,
Gleanster,
implementation,
deployment
That “uh-oh” moment…When you are looking to buy something – cell phone, smart TV, any piece of technology, really – what’s one of the first questions you ask the sales person? You want to know what the product can do; what it’s capable of. It’s often not until after we make the purchase that we step back and realize we have no clue how to make the product do what we bought it to do. It happens all the time in business, too; especially when it comes to marketing technology. The issue is usability and, according to a recent report by Gleanster on marketing resource management systems, “ease of use” is one of the most important criteria we should consider in the evaluation and buying process.
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Tags:
MRM,
marketing technology,
marketing resource management,
marketing operations,
Gleanster,
usability
Gleanster, a leading voice in business technology research, insight and analysis, recently released their benchmark report on marketing resource management (MRM). Even living in a world that revolves around MRM every day, it’s always important to occasionally step back and view the industry through a fresh lens, and this report certainly provides that. More than anything, it does a good job of painting the challenges marketers face today as they look for MRM (and technology in general) to improve operations.
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Tags:
MRM,
marketing technology,
marketing resource management,
local marketing,
marketing operations,
Gleanster
Communication, communication, communication. Great business strategies rely on it. Effective sales relationships bank on it. And in a distributed environment, successful marketing plans depend on it.
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Tags:
marketing technology,
distributed sales channels,
local marketing,
sales and marketing alignment
