Cheri Keith

Principal Analyst

Author Insights


Avoiding “It’s Not You, It’s Me”: Why You Should Be Honest With Agencies That Lost Your Bid

Cheri Keith June 17, 2019
  • Companies making agency selection decisions often neglect to let agencies know why they didn’t win
  • They avoid this conversation or put their effort into celebrating the champion
  • This insight can be valuable for the agencies, which may also have valuable feedback for you
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Connecting the Technology Dots for Event Measurement Success

Cheri Keith March 21, 2019
  • Companies often measure leads simply to evaluate the success of an in-person event
  • When companies take a holistic view of event measurement, they also look at reputation and other demand and sales metrics
  • Marketers must look beyond event management technologies to achieve holistic event measurement reporting
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Are Sales and Marketing In Sync on Content Technology?

Cheri Keith October 8, 2018
  • Content is the thread that connects sales and marketing, but marketing content often goes unused because sellers can’t find it when they need it
  • Marketing and sales teams have been quick to adopt technologies that help with findability, but many struggle to get the end-user adoption they need to see measurable progress
  • Join us at this year’s SiriusDecisions TechX for the “Assessing Sales and Marketing Content Technology” SiriusLab session
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Pumpkin Spice Lattes, Patriots Football and Planning for 2019: Fall Is Here for Demand Leaders

Cheri Keith September 25, 2018
  • With the 2019 planning season in full swing, demand marketing leaders must prioritize efforts for the coming year
  • Changes in the technology landscape are shifting how companies consider demand programs
  • Take a moment to reconsider preconceived notions and entrenched assumptions before completing the planning process
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What You Don’t Know About How Your Agency Uses Technology CAN Hurt You

Cheri Keith August 8, 2018
  • Most clients or prospective clients of agencies aren’t asking questions about technology utilization
  • Brand and communications agencies use technologies on behalf of their clients
  • Use these questions to better understand and evaluate the technology landscape of these agencies
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Are Buyers Actually Consuming Your Webinars?

Cheri Keith July 25, 2018
  • Webinars are a mainstay in a B2B digital marketer’s toolbox
  • However, there is a gap between how buyers are consuming webinars and where marketers are deploying them
  • By better monitoring webinar usage, marketers can improve alignment between tactics and the appropriate buying stages
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Are You Making the Most out of Your Webinar Technology Investment?

Cheri Keith April 13, 2018
  • Webinars continue to be a critical component of the demand marketing toolkit
  • Webinar technologies have evolved in the past five years
  • Marketers need to keep up with the evolving technologies and better enable their teams to deliver effective webinars
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What’s New With Social Media Technology?

Cheri Keith February 20, 2018
  • Social media technologies have greatly evolved over the past decade
  • Once only viewed by whoever held the Twitter password, social media insights are now used across teams
  • When selecting a new social media management technology, communications leaders must consider additional capabilities
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Getting the Most Out of Your Event Investment With Measurement

Cheri Keith July 10, 2017
  • Event measurement is critical for B2B marketing and events leaders
  • One of the keys to success in any event measurement initiative is interlock with sales
  • Use this blog post to understand the best practices for event measurement
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The Influencer Marketing Technology SiriusView

Cheri Keith March 14, 2017
  • Influencer marketing technology helps companies identify and engage with third-party influencers
  • These solutions support a data-driven approach to searching for, selecting and managing relationships with influencers
  • This blog post highlights seven vendors in the influencer marketing technology category
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Influencer Marketing Tech and My PR Internship

Cheri Keith February 9, 2017
  • Influencer marketing technology is an emerging field in B2B technology
  • The providers in this space approach solving the influencer marketing challenge from different angles
  • B2B organizations must consider the goals and scope of influencer marketing efforts before evaluating technology
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Untangling the Content Technology Knot

Cheri Keith December 8, 2016
  • The content issues pervasive at B2B organizations are a tangle of process and technology
  • Companies need to start by separating their content priorities from their technology concerns
  • Next, companies can decide how to use technology to address content priorities
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DIY? Call for Help? Not a Black-or-White Decision

Cheri Keith November 11, 2016
  • Many B2B organizations think the decision to outsource is black or white, outsourcing a complete function or deciding to do it themselves
  • There is an opportunity to structure work with an agency so it is clear what the roles on each side will be
  • This blog post shares three common examples of shared work between agency and client
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Considerations for Selecting a Webinar Technology

Cheri Keith September 29, 2016
  • When selecting a webinar technology, carefully consider requirements and use cases
  • Webinar technologies vary in editing capabilities and how they can be shared
  • This post shares four considerations for making a webinar technology selection
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Which Vendor Do I Select for My Webinar Needs?

Cheri Keith September 19, 2016
  • Webinars continue to be a critical component to any B2B demand marketer’s toolkit
  • Webinar vendors vary based on their editing capabilities, ability to support simulated live events, and marketing integrations
  • This blog post summarizes the webinar technology landscape
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The Seven Deadly Sins of Agency Selection

Cheri Keith August 10, 2016
  • Selecting an agency or services provider is a daunting task
  • Most B2B organizations focus exclusively on the companies they are evaluating
  • By not also focusing on themselves, B2B organizations could be committing one of seven deadly sins
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Looking for an Agency for a Branding Project?

Cheri Keith July 7, 2016
  • B2B organizations commonly hire an agency for branding and rebranding projects
  • Finding the right agency is critical, given the cost and strategic nature of this work
  • This post provides a summary of six North America-based brand agencies
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Microsoft Buys LinkedIn: Stakeholder Implications

Cheri Keith June 14, 2016
  • Microsoft announced intent to acquire LinkedIn for $26.2 billion
  • The pairing gives Microsoft access to more than 400 million LinkedIn member records
  • SiriusDecisions believes that this is a win for prospects and current Microsoft customers and will cause a big disruption in the sales/marketing cloud
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Brand Agency: Specialist or Jack of All Trades?

Cheri Keith June 1, 2016
  • A branding initiative is a major project for any B2B organization
  • External partners provide a beneficial outside-in perspective
  • Project scope is critical in deciding which type of agency to use
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How Do I Choose a Content Marketing Technology?

Cheri Keith April 7, 2016
  • Content marketing technology helps a specific department or an entire organization operationalize the content lifecycle
  • Content marketing vendors vary in many ways, including solution basis (platform/points), third-party content availability and digital asset management
  • This blog post summarizes the landscape for content marketing technology vendors
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