Nailing Down Evidence That the Nature of the B2B Buyer Has Changed

Adam Needles looks at how the nature of the B2B buyer is changing and provides key data points and research insights that support this evolution.

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Marketing Measurement and ROI Analysis – Connecting Aspirations with Realities

One of the clearest themes in recent research on the challenges marketers face in their roles is the great chasm that exists between aspiration and reality for marketers when it comes to marketing measurement and the analysis of marketing return on investment (ROI). So what are marketers’ aspirations; where is the disconnect; what are their challenges; and what are potential strategies for overcoming these challenges? Adam Needles examines this issue, presenting some in-progress findings from his own research and compares/contrasts this with recent research findings and advice by others who study the topic.

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Top 20 Integrated Marketing Management Platforms 2 of 3: Assessing Marketing Needs + Evaluating Vendors

This is the second in a three-part series of posts on integrated marketing management platforms. In this post, Adam Needles presents high-level thoughts for marketers on approaches to analyzing their needs and to selecting a platform that is the right ‘fit’ for their organization.

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Top 20 Integrated Marketing Management Platforms 1 of 3: Marketers’ Needs + Technology Landscape

Adam Needles defines the integrated marketing management platform segment both from the standpoint of marketers’ needs and from the technology landscape of vendors. This is the first in a three-part series of posts on integrated marketing management platforms. The next post will present insights for marketers into analyzing their needs and selecting a platform that is the right ‘fit’ for their organization. The final post will present snapshots of the top 20 vendors I’m watching and that I believe are representative, forward-thinking leaders in this segment.

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