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IDC's 10 Predictions for CMOs for 2015
What does IDC predict for tech CMOs and their teams in 2015 and beyond? Our recent report IDC FutureScape: Worldwide CMO / Customer Experience 2015 Predictions highlights insight and perspective on...
View ArticleCall for Participation: IDC's 2015 Cloud Marketing Barometer Survey
IDC's CMO Advisory Service is excited to announce that we are breaking new ground with a survey focused on marketing benchmarks within Cloud Software and Digital Services companies. This is brand new...
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The New CMO's First Hundred Day Playbook
In a 2014 study, IDC found that 51% of CMOs at tech companies have held their position for fewer than two years. We predict many new CMOs again this year. How can a new executive start right? IDC...
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A New Year's Fitness Plan for Your CMO (Content Marketing Operations)
Over the past few months, IDC has worked to define "Content Marketing" and to espouse its vital role in the execution of marketing campaigns.If you're not on-board yet as to the necessary role of...
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The 4 big reasons you need an ABM strategy right now
There are four significant trends making account-based marketing (ABM) a major focus for B2B marketers:Rising customer expectations are the most disruptive trend in business today. Customers no longer...
View ArticleChief Digital Officers: Bridging the Innovation Gap Between the CIO and CMO
The chief digital officer (CDO) is no longer an exotic, quixotic, flash-in-the-pan role. In some of the world's leading brands, the CDO is now the general manager of a large digital business unit with...
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Audience Marketing: Death to the Product "Selfie"
Companies may not intend to be narcissistic. But they unintentionally produce a lot of "product selfies." Marketers start out right. They consider customer needs when answering the question, "Why buy...
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Content Strategy: Think Utility Before Customization
For a company with dozens of product lines, numerous possible personas, and a global presence, developing content can be a daunting venture. The number of permutations for information types and...
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IDC CMO FutureScape: Predictions for 2016 and the Digital Transformation
Think marketing has already experienced the biggest impact from digital transformation? Think again. IDC CMO Advisory Service predicts that CMO jobs will turnover 25% per year; that 20% of marketers...
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Cognitive Marketing: The Future for Smart Marketers
"Modern marketing is all about making the most compelling offers to the best customers the fastest." Cognitive computing has a big future in marketing. The ability to track virtually everything...
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Who Really Counts? Mapping Internal Influence in the B2B Buying Game
Everyone knows that B2B customers buy as a team. Participants play different roles – technical, line-of-business, financial, etc. Marketers usually focus on individual personas. But buying is not...
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The Marketing Personalized Lead and the Sales Buyer's Journey
All B2B marketers know what an MQL is, but what's an MPL? It's the Marketing Personalized Lead and it reflects the needs of the individual sales resource to whom the lead will be distributed. This...
View ArticleThe Five Key Competencies for a Modern Tech Marketing Organization (via IDG...
Our current market landscape is being led by self-educated buyers, and these buyers are moving fast and marketers need to move faster. Rich Vancil, Group VP of IDC, kicked off his IDC Directions...
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Blowing Up the Funnel
IDC predicts that by 2020, 1 in 5 marketers will abandon the traditional funnel for a buyer-centric approach. The funnel belongs to the 20th century. Back then, buyers were ignorant about their...
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IDC FutureScape: Worldwide CMO 2017 Predictions
The following predictions are excerpted from IDC's 2017 CMO FutureScape report which provides additional details and guidance. (Here's the summary webcast.) Of course, no one can have 10 top...
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