What makes for a valued martech provider?
In the rapidly growing martech space, how do you determine which providers are worthy of your investment? Contributor Scott Vaughan taps some industry pros to share their tips.
Scott Vaughan is a B2B CMO and go-to-market leader. After several CMO and business leadership roles, Scott is now an active advisor and consultant working with CMO, CXOs, Founders, and investors on business, marketing, product, and GTM strategies. He thrives in the B2B SaaS, tech, marketing, and revenue world. His passion is fueled by working in-market to create new levels of business and customer value for B2B organizations. His approach is influenced and driven by his diverse experience as a marketing leader, revenue driver, executive, market evangelist, speaker, and writer on all things marketing, technology, and business. He is drawn to disruptive solutions and to dynamic companies that need to transform.
In the rapidly growing martech space, how do you determine which providers are worthy of your investment? Contributor Scott Vaughan taps some industry pros to share their tips.
Scott Vaughan | Jun 26, 2017 at 3:26 pm ETColumnist Scott Vaughan recaps a panel from the recent MarTech Conference in San Francisco that focused on investing in the future of marketing technology.
Scott Vaughan | May 30, 2017 at 3:34 pm ETMarketing technology is essential to achieving business outcomes, but many marketers feel intimidated or put off by it. Columnist Scott Vaughan argues that to truly maximize martech’s business impact, we need to make it more more accessible, creative and even fun for marketers.
Scott Vaughan | May 1, 2017 at 1:15 pm ETB2B marketing automation specialists have become skilled at generating qualified leads from inquiries, but columnist Scott Vaughn believes that to be most effective, they need to expand their view and consider the entire customer life cycle.
Scott Vaughan | Mar 31, 2017 at 1:31 pm ETColumnist Scott Vaughan makes the case for why an 'ops' merger is a beautiful marriage that will delight both your customers and your executive team.
Scott Vaughan | Mar 7, 2017 at 1:45 pm ETAs marketing grows ever more complex, columnist Scott Vaughan has some practical tips for marketers on how to simplify your efforts so that you can better focus on the outcomes that matter.
Scott Vaughan | Feb 7, 2017 at 11:31 am ETYour clients and prospects are going to have questions about data and technology. Are you prepared to answer them? Columnist Scott Vaughan has some food for thought.
Scott Vaughan | Jan 10, 2017 at 1:25 pm ETColumnist Scott Vaughan shares some of the ways his experience in the media and publishing world has shaped the strategies and tactics he's applied to his B2B marketing efforts.
Scott Vaughan | Dec 9, 2016 at 11:02 am ETDemand marketing is big in the B2B world right now, but columnist Scott Vaughan believes brand marketing must be core to your marketing effort and suggests a "brand plus demand" approach.
Scott Vaughan | Nov 16, 2016 at 1:00 pm ETWhat can marketers learn from Machu Picchu and the Incas? Contributor Scott Vaughan takes a trip to the ancient citadel and comes away with four lessons we can apply to martech today.
Scott Vaughan | Oct 18, 2016 at 9:45 am ETColumnist Scott Vaughan says looking to inbound marketing’s past can help B2B marketers avoid costly mistakes with account-based marketing.
Scott Vaughan | Sep 16, 2016 at 12:09 pm ETFrom trade shows to meetups, it's tricky to manage and process the data from events. Columnist Scott Vaughan explains how to take control of your event data to get maximum ROI.
Scott Vaughan | Aug 19, 2016 at 11:15 am ETSpeed now means more than getting your product to market first. Columnist Scott Vaughan discusses our rapidly changing industry and how marketers can use speed to take advantage of it.
Scott Vaughan | Jul 27, 2016 at 10:00 am ETColumnist Scott Vaughan says combining your predictive efforts with an ABM approach can help you identify optimal accounts and drive desired results.
Scott Vaughan | Jun 28, 2016 at 12:26 pm ETColumnist Scott Vaughan takes a look at the transformation of media companies and what it means for B2B marketers and their data solutions.
Scott Vaughan | Jun 24, 2016 at 9:30 am ETColumnist Scott Vaughan says if you really want to be successful with account-based marketing, you must adopt a sales mindset first.
Scott Vaughan | Apr 29, 2016 at 10:08 am ETHas your organization become bogged down by marketing technology? Are you dealing with overlapping solutions or tech that no longer works with your processes? If so, columnist Scott Vaughan has advice for getting back to basics.
Scott Vaughan | Apr 1, 2016 at 8:57 am ETDespite the promise of automation, marketers still have a ways to go. Columnist Scott Vaughan explains why we need to focus on automating the right data and eliminating the manual tasks that hold us back.
Scott Vaughan | Mar 4, 2016 at 10:24 am ETThink the marketing and sales funnel is obsolete? Think again. Columnist Scott Vaughan explains why the funnel as a measuring tool will help ensure your marketing efforts stay on track.
Scott Vaughan | Feb 5, 2016 at 9:03 am ETArmed with new tools and data, demand marketers are influencing a marketing shift, and columnist Scott Vaughan believes that in the coming year, businesses and CMOs must support their needs.
Scott Vaughan | Dec 18, 2015 at 9:20 am ETDo you have the right martech in place to score this season? Columnist Scott Vaughan tells you how choose a winning team of technologies to impact your bottom line.
Scott Vaughan | Nov 13, 2015 at 9:20 am ETAs the marketing industry continues to shift, marketers need to connect the data dots and learn how to integrate their martech and adtech, advises columnist Scott Vaughan.
Scott Vaughan | Aug 31, 2015 at 9:47 am ETInbound isn't the be-all and end-all of marketing. Columnist Scott Vaughan offers up some steps to help make your outbound just as effective as your inbound marketing efforts.
Scott Vaughan | Jul 27, 2015 at 10:56 am ETIf you've been ignoring standardization, it's time to pay attention. Columnist Scott Vaughan outlines five key areas where marketers should set standards.
Scott Vaughan | Jun 10, 2015 at 9:17 am ETAs marketing ops goes front and center, columnist Scott Vaughan explains how your team leaders can evolve in their roles.
Scott Vaughan | May 8, 2015 at 9:58 am ETWhy do so many companies see their media dollars fail? When managed the right way, columnist Scott Vaughan explains, media can deliver immediate ROI.
Scott Vaughan | Apr 10, 2015 at 10:22 am ET