Author Archives: Maribeth Ross

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Info: SVP of Marketing at Monetate, and veteran B2B marketer. On Twitter @MaribethRoss. Read more at www.maribethross.com

I am not a track star

I am not a track star
I was having a conversation the other night with a dear friend of mine about the attributes that make a person successful. I made a statement that prompted her to say, “I love that; that sounds like your next blog post.” Now, I’m not as convinced as she was that it’s worthy, but as a show of my faith in her, here goes: In my experience, I’ve seen two types of ...
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5 Marketing Things I’m Thankful for This Year

5 Marketing Things I’m Thankful for This Year
With Thanksgiving bearing down on us like a freight train (can you tell I’m not ready yet?) I thought I would share a brief list of marketing things that I’m thankful for this year. I’m thankful that marketing has evolved from the “logos on pens people” to a function with measurable strategic impact on an organization and influence in the board room. Don’t ...
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OMG it is planning time! Part 2 of 2

OMG it is planning time! Part 2 of 2
This post is the second of a 2-part series on the annual planning process for marketers. The first part can be viewed here. We’re talking about the craziest time of the year, planning time, and some high-level steps you can take to establish and communicate your plan. Ensure team buy-in: Your team should iterate on the plan until they agree that it is ...
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‘Tis the season to go crazy. OMG it is planning time! Part 1 of 2

‘Tis the season to go crazy. OMG it is planning time! Part 1 of 2
Planning for marketing is a serious undertaking.  By itself, planning can be a full time job; however you already have one of those – so planning introduces a high-pressure tailspin to keep everything moving while also figuring out what’s going to happen next year. If you haven’t begun or you are looking for ways to tackle the dreaded planning process, ...
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Are You Ready for Personalization?

Are You Ready for Personalization?
A new study by Pardot, released last week, found more than three quarters of businesses expect B-to-B companies to provide personalized digital marketing throughout the buying process. In marketing, we’ve been talking about personalization and its value in B-to-B for some time now, and these findings suggest that the time is now to purchase your ticket if ...
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Using personas to feed the content machine

Using personas to feed the content machine
In my first week at Aberdeen, I’ve been immersing myself in the Marketing Effectiveness & Strategy research that’s currently in the online research library.  For me, this is a great exercise to see what we have for research as well as identify areas that are green-field and ripe for exploration.  There is some pretty interesting stuff and a TON of ...
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Toto, I have a feeling we’re not in Kansas any more.

Toto, I have a feeling we’re not in Kansas any more.
I have crossed over the rainbow.  After over 15 years as a B2B marketer, I have joined Aberdeen Group as Research Director of their Marketing Effectiveness & Strategy Practice.  Thankfully, there was not a tornado. My world of knowing the buyer, generating content to capture their attention, building buzz and driving marketing generated revenue has taught ...
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