SOURCE: Aprimo


December 15, 2010 09:51 ET

Disruptive Trends in B2B Marketing: Interview With Aprimo CMO Lisa Arthur

Key Findings About the Emerging Business Models That Are Transforming Marketing

INDIANAPOLIS, IN--(Marketwire - December 15, 2010) - Aprimo® Inc., a global leader in integrated, on-demand marketing software solutions for both B2B and B2C companies, is providing online access to Gartner's Chief Marketing Officer (CMO) Perspectives interview with its CMO, Lisa Arthur. The interview explores disruptive trends in B2B marketing, across social media, mobile and digital marketing, that will further define integrated marketing management (IMM) in the coming decade.

"This is an exciting time to be a CMO because art and science are converging before our eyes," says Lisa Arthur. "From social media to digital and mobile marketing, we are profoundly changing how brands engage with customers. We're finally at a point where the linkage between what we do and its actual contribution to revenue is knowable and, equally important, liberating."

Gartner's Jennifer Beck extracts several key findings from her interview with Lisa Arthur and offers actionable recommendations. Notable insights analyzed within the report include:

  • Many senior marketing managers are making the mistake of adopting social media as a tactic rather than an integrated part of their media mix
  • The "collaborative community" is potentially the next most-disruptive trend across marketing functions
  • A brand is empty if it doesn't communicate a clear and expressed value to an audience.
  • CIOs and CMOs must collectively own the customer experience

Gartner's CMO Perspectives is a series of interviews with strategic thinkers that celebrates their successes and assesses their impact on business and the industry.

To learn more about these insights and other key findings and recommendations from the report, please download Marketing Essentials: CMO Perspectives, Lisa Arthur here. Lisa's blog will also explore many of these topics in more detail, beginning with the concept of "collaborative communities," which is available now by visiting Aprimo's community blog (1). You may also follow Lisa Arthur on Twitter, @lisaarthur. 

(1) Lisa Arthur's Blog:

About Aprimo
Aprimo is a leading global provider of marketing software and services that enhance the productivity and performance of marketing organizations. The company's integrated marketing software, AprimoMarketingStudio® forB2C and AprimoMarketingStudio® forB2B, enables marketers to navigate the changing role of marketing, by taking control of budget and spends, eliminating internal silos with streamlined workflows, and executing innovative multi-channel campaigns to drive measurable return on investment. Founded in 1998, Aprimo is headquartered in Indianapolis with offices worldwide. For more information call +1.317.803.4300 or visit

Contact Information

  • Media Contacts:
    Joel Reuter
    Director of Global Communications
    317-803-4300 ext. 2431
    Twitter: @aprimo and @joelreuter

    Stacey Mann
    Greenough Communications


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