MQLs: What are they good for?
We need to change how we measure results - like marketing qualified leads - and focus on aligning our metrics to revenue.
Joe Hyland is the CMO of the leading webinar platform company, ON24, where he is responsible for the company’s global marketing, communication and brand strategy. He has over a decade of experience creating and marketing innovative products in the enterprise and SaaS software markets. Before joining ON24, Hyland was the CMO at Taulia, the SaaS market-leading financial supply chain company. He holds a Bachelor’s degree from Dartmouth College.
Re-thinking customer acquisition: What you cannot measure sometimes matters most
Marketers should use attribution reports to assess trends and relative impact but it’s a slippery slope to draw big conclusions from absolute numbers.
How to combat marketing’s greatest enemy: Time
If you’re struggling to get your team all pulling in the same direction, you should revamp your team’s organization to be agile and react in real-time.
Screening the screenless: Marketing’s next frontier
Just as marketers have jockeyed for SEO position in the past decade, marketers may now look to do the same through personal assistant devices.
The martech stack fallacy: It’s not about technology
Marketers have to do a better job of training people rather than buying technology just for the sake of it.
Account-based marketing is no fad: How and why CMOs should commit
Contributor Joe Hyland explains how the benefits of an ABM approach can go well beyond external marketing.
Get to know your virtual audience via their digital body language
Contributor Joe Hyland explains how to read your prospects' intentions online so you can offer them a solution that meets their needs.
Does trust matter more than growth? Salesforce’s Benioff thinks so.
In this age of diminishing trust, contributor Joe Hyland argues it's time for marketing leaders to shift their emphasis.
Need a New Year’s resolution? Ask your sales team
If you haven't yet started, it's time to set your 2018 marketing goals. Columnist Joe Hyland explains why it's critical to include your sales team in the process.
CMOs should be measured by their results, not their spend
Columnist Joe Hyland believes the most successful CMOs aren't the ones who spend the most money; they're the ones who invest in sophisticated martech stacks that produce big returns on revenue in the long term.
A CMO confession: The 5 marketing lies I’ve told myself
What marketing lies are you telling yourself? Contributor Joe Hyland comes clean with five marketing misconceptions that he's pledging to overcome.
Forget B2B and B2C; the future of marketing is P2P
Move over, B2B and B2C marketing. Columnist Joe Hyland believes marketers need to embrace person-to-person (P2P) marketing and connect with their customers on a human level.
When Amazon comes for your company, don’t lose focus on what matters: Your customer
Amazon appears to be an unstoppable powerhouse gobbling up its competitors. So how do you ensure your company's survival? Contributor Joe Hyland explains why it comes down to creating engaging customer experiences that build brand loyalty.
Don’t worry, marketers. Robots won’t replace you… yet.
Robots aren't taking over marketing quite yet. But columnist Joe Hyland says if you want to save your job from AI, you need to make a human connection and climb up the marketing ladder.