Now more than ever, marketing has to prove its impact on the success of the business. All too often, it’s assumed that marketing exists solely to support sales, or that we throw fancy parties with nothing to show for our work. With the pressure increasing, it’s time for marketers to take control of the revenue […]
[Ebook] Introducing The Definitive Guide to Marketing Metrics & Analytics Read More »
Events are often one of the biggest marketing expenses. If this is the case, why do so few of us measure the real impact of these initiatives? According to Event MB, 85% of event planners use event registration software, 61% use event marketing tools, and 54% use survey tools. While this is promising, these tech
How to Measure Event Marketing Performance and ROI Read More »
With the CMO often considered the most precarious position in the C-Suite, marketing attribution is top of mind for everyone looking to really measure the impact of their marketing departments. And with good reason—new data shows that 60% of marketers face pressure to prove ROI. CMOs are under increased pressure to demonstrate their team’s ability
Where Marketing Attribution Falls Short—and How to Get it Right Read More »
A study by Demandbase found that in around 79% of B2B purchases, anywhere between one to six people are involved. The same study also found that in 2018, 45% of B2B buyers have started spending more time on research, and another 45% have started using multiple sources to research (compared to the previous year). So, what
4 Steps to Discover Your Ideal Buyer Persona for B2B Marketers Read More »
Today, the term “marketing” encompasses a slew of interconnected tasks. Instead of simply promoting goods or services, marketers are spending colossal amounts of time researching, creating, managing, analyzing, and reporting on campaigns. Marketers are ever-present through all stages of the sales journey, and their jobs are never done. It wasn’t always this way. While basic
How AI Will Redefine the Modern Marketing Campaign Read More »
When it comes to customer experience, expectations are at an all-time high. With the arrival – and subsequent success – of big players like Spotify, Uber and Airbnb, businesses around the world are racing to match the speed, dynamism and customer-centricity of these digital giants. However, B2B customer-experience index ratings significantly lag behind those of
Three steps to B2B customer experience management – Econsultancy Read More »
“One day, they’ll build a time machine, but no one will have the time to use it,” said George Carlin and he was right. Okay, maybe we haven’t made it to the time machine invention yet, but we certainly have to the ‘time’ part. A couple decades ago, the basic idea was a foundation of marketing
5 Trends that Will Define the New Vision of Marketing Automation Read More »
B2B marketers are in a pickle when it comes to data. Data insights are critical to boosting marketing and sales performance. Yet the marketer’s trust in data has plunged to a new low that’s putting a damper on strategic marketing initiatives, according to Dun & Bradstreet’s (D&B) recently released Sixth Annual B2B Marketing Data Report.
“I read Peter’s notes, all of them, and he knew that a peer-to-peer Internet was possible in the future, but he was also basing that on, what, old desktop computers. He never, ever foresaw the ubiquity or power of all of our modern-day smartphones. He was also dealing with a completely different Weissman limit. So…
What’s the Mesh and Why It Matters for Marketers Read More »
The best lead-generation landing pages are simple, with clear headings, visuals, and explanatory bullets. This example is from Telerik, a software development platform. B2B products and services are often complex. Closing the sale frequently takes time, with multiple interactions. Landing pages can capture leads and start the conversation. In this post, I’ll address eight ways
