What is the Marketing Value Chain?

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Earlier this week, we described how marketing has historically fallen short of its ideal of predictability causing inefficiency and waste. Today, we’ll look at the traditional “Marketing Value Chain” to understand its shortcomings and why a new approach is needed. A value chain can be defined as a set of activities that an organization performs in order to deliver a product or service. The concept was first popularized by Michael Porter in his 1985 best-seller, Competitive Advantage: Creating and Sustaining…

Marketing: Same Goal, New Rules

Marketing's Future | Get There by Movéo

For over 50 years, many people suffering from certain autoimmune disorders have benefited from antibody replacement therapy. The precise mechanism by which this therapy works on these conditions has still not been definitively established. The bottom line is that often, it does work, though doctors cannot predict whether or not it will do so in individual cases. This situation should sound familiar to modern marketers. The discipline does work, sometimes even dramatically. But since its inception at the beginning of…

The Most Cost-Effective Market Research That’s Right Under Your Nose: The Employee Survey


This is a guest post from Kevin Randall, Movéo’s Vice President of Strategy and Planning. This month, we’ve been discussing how B2B marketers can collect market data, including from primary market research studies, in an affordable, easy and useful way. One of the most inexpensive, yet invaluable (but usually overlooked) market studies a company can conduct is an employee survey. No, this is not an HR survey about job benefits, company outings, or rating your boss or peers. Instead we’re…

Affordable Research Techniques for Companies of Every Size

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As HubSpot recently pointed out, a small budget doesn’t necessarily prevent your company from conducting market research. From user testing to content surveys, any organization can collect data for minimal cost if they’re willing to put the work in. These methods work for larger companies, too, even though the scale might be drastically different. There are a number of less expensive, but more accessible ways to find out exactly what your customers want and need. Good, old-fashioned customer surveys are…

In-the-Moment Marketing Data Impacts Every Decision

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We’ve spent this month extolling the virtues of data and encouraging marketers to give data a central role in informing decision making and strategy development. But on a practical level, the stream of data coming from your website, social media and CRM can easily become an overwhelming tidal wave of data that multiplies daily. How are companies supposed to keep up? This question is intimidating, especially because marketers know that using data to its fullest advantage is key to generating…

3 Ways to Respond to B2B Buyer Research

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In this year’s Demand Gen Report on B2B buyers, we learn that more than two thirds (68 percent) of respondents agreed that the number of sources they use to research and evaluate purchases has increased over the past year. As we said last week, many marketers are starting to feel like they’re at the mercy of the self-informed buyer. If a prospect engages with a member of your sales team at all, it happens later in the buying cycle than…

B2B Trifecta: Data, Buyers & Social Media

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This year, 37 percent of B2B buyers said they spent more time using social media, almost double the 20 percent of respondents in the previous study. Additionally, the number of B2B buyers who connected directly with solution providers via social media increased by more than 57 percent. This is according to this year’s Demand Gen Report, “The 2014 B2B Buyer Landscape.” These numbers prove something we’ve known for awhile: B2B social media is worth the investment. Social media is where…

Google Analytics Is Key to Understanding Customers

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When it comes to understanding customers, data analysis is key. To take those insights a step further and truly impact marketing strategy, data optimization is required. That can be challenging, but given today’s breadth of data analysis tools, it doesn’t have to be. Whether you’re a large enterprise or a small company, there’s a way to improve marketing through data and analytics. The old adage “actions speak louder than words” certainly applies to B2B customers, and one of the best…

Introducing The New Marketing Value Chain


As we wrote on Monday, The Old Marketing Value Chain is constrained by its reliance on “rules and tools.” The Old Chain had no ability to change with shifting marketing conditions. It also failed to account for dynamic marketing tools. A business using the Old Marketing Value Chain could find their competitors passing them by through the application of new insights and strategies. The New Marketing Value Chain is an approach that works for marketers at companies of every size….

How to Fight the New B2B Sales Cycle and Win

End of Sales Cycle | Get There by Movéo

This month, we’re focusing largely on research from a company’s point of view, but data has also impacted the B2B sales cycle from the customer’s point of view. Demand Gen Report recently released a study, “The 2014 B2B Buyer Landscape,” that confirms the increasingly complex nature of the B2B buying cycle. In fact, they report that 58 percent of B2B buyers spent more time researching purchases this year than last. That statistic serves as a call for companies–and their marketing…