B2B Digital Marketing

Calculating Marketing Automation’s Total Cost of Ownership

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Calculating Marketing Automation’s Total Cost of Ownership

When used effectively, there is no doubt that marketing technologies help companies to excel in their overall business. This is true for marketing automation, BI, CRM, and other core platforms. However, there seems to be a real challenge in realizing the total cost of ownership of such platforms. While this post will focus on marketing automation, the same is true for other technologies as mentioned above. The number one mistake companies make when evaluating the cost of marketing automation is the fact that they are focusing on technology costs as the main cost element. While technology is an important ingredient in overall costs, it is far from being the main one. Let’s take a look at the main cost elements of marketing automation and how to optimize them. More

How to Find the Right Talent for Your Marketing Organization

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We’ve spoken with a lot of marketers over the years and we’ve found one common challenge among them: finding the right talent for their marketing organization.

What are some of the titles that are difficult to fill and qualities that are hard to find? More

Marketing Without a Budget

Marketing Without a Budget
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Let’s talk for a second about “marketing without a budget.”

There are two types of people who usually promote this concept:

Growth hacking consultants and marketing agencies – smart folks who write posts about marketing without a budget to promote their growth hacking consulting services or related products. Did you see the words consulting and products? Yep, there’s a budget right there.

CEOs or marketing leaders of small startups – these smart folks are doing a lot of manual/tactical work on their own, and present it as if it’s not a budget. More

How To Find Conferences That Won’t Waste your Time and Money

How To Find Conferences That Won’t Waste your Time and Money
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Does a high-priced conference ticket promise higher quality of content and better value for money and time? As a busy professional, which events should I spend my time and money on?

Many of my colleagues are facing this question, either as freelancers or in a corporate capacity.

Over the years I have been a conference participant, speaker, organizer, and sponsor both in Israel and worldwide. The Israeli market is a tough one since Israelis are not easily persuaded to pay for knowledge – evident from their unwillingness to pay for research, consultation services, etc. But conferences can be valuable. More

Which Marketing Technology Will You Invest In?

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In today’s marketing ecosystems there is an abundance of technologies and tools to help with everyday tasks – the problem is to know which ones are worth the investment. Luckily, our #B2BTalks panel tackles that very question. More

Which Channels Will You Invest In?

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Planning your company’s marketing strategy for the upcoming year can be challenging, to say the least. There are so many factors to consider; among them is the question of how much to invest in digital efforts versus physical events. Luckily we have a panel of marketeers ready to share their opinions on the topic. More

The State of Marketers

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In part 1 of #B2BTalks 8, Planning your Annual Marketing Strategy, Nancy Shapira, Business Development Manager for Gartner Israel, discussed some of the results from a Gartner Report regarding the state of marketers going into 2016. The report focused on North American and UK-based businesses with a yearly revenue of at least $500 million. More

Tips from eBay, Alooma and Pravda Media Group: How to Turn Your Organization to a Data Driven Powerhouse

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data-natives-panelCreating data driven organizations is tough. It is not only about technology, dashboards and budgets. It’s about changing the way people work and make decisions, and convincing management to invest in it.

At this year’s Data Natives conference in Tel Aviv, I shared the stage with Omer Kehat, who is leading the Structured Data Analytics Group in eBay, and Dan-ya Shwartz, Data Scientist and Growth Expert at Alooma, discussing this challenge and ways to overcome it. More