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.
Marketing 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.
B2B 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.
Columnist Scott Vaughan makes the case for why an 'ops' merger is a beautiful marriage that will delight both your customers and your executive team.
As 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.
Your 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.
Columnist 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.
Demand 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.
What 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.
Columnist Scott Vaughan says looking to inbound marketing’s past can help B2B marketers avoid costly mistakes with account-based marketing.
From 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.
Speed 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.
Columnist Scott Vaughan says combining your predictive efforts with an ABM approach can help you identify optimal accounts and drive desired results.
Columnist Scott Vaughan takes a look at the transformation of media companies and what it means for B2B marketers and their data solutions.
Columnist Scott Vaughan says if you really want to be successful with account-based marketing, you must adopt a sales mindset first.
Has 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.
Despite 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.
Think 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.
Armed 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.
Do 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.
As 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.
Inbound 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.
If you've been ignoring standardization, it's time to pay attention. Columnist Scott Vaughan outlines five key areas where marketers should set standards.
As marketing ops goes front and center, columnist Scott Vaughan explains how your team leaders can evolve in their roles.
Why do so many companies see their media dollars fail? When managed the right way, columnist Scott Vaughan explains, media can deliver immediate ROI.