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Measure marketing attribution to discover customer journey and engagement metrics, from keyword discovery to ROI for blog posts, events, and other activities. → Read More
B2B marketers often get wrapped up in the world of click and lead volume optimization. But the big opportunities really come from creating a high ROI marketing team. As marketing moves into a revenue center and away from a cost center, it's important to focus on what value marketers can bring to the table. Learn what characteristics are common in high ROI marketing organizations. → Read More
Jay Baer, in Why Social Will Never Get The Credit It Deserves: “It’s very, very difficult to fully account for the impact and the power of social media and its influence on our purchasing decisio… → Read More
It’s widely known that when it comes to academics, people learn differently. Some people can just hear or read about information and internalize it, others need to write it down or verbalize it, an… → Read More
Everyone would love to be able to see into the future. This is especially true for management of fast-growing businesses. Well, as far as I know, nobody has that power, but there is something that ca… → Read More
Have you ever gotten so excited by a pitch for martech software that you immediately circulated it around the marketing team, and then brought it to the CMO…only to have them ask you to prove t… → Read More
As much as we B2B marketers don’t like to admit it, having lead goals is easy. It’s comfortable, and that’s because deep down we know that lead numbers are somewhat simple to manipulate when we… → Read More
Display advertising, particularly for brand advertising, is a tricky subject for data-driven marketers. On one hand, you know display is an important marketing channel and feel like it must be moving… → Read More
When it comes to giving credit to marketing touchpoints, most marketers and their attribution models focus on time: the first touch, the last touch, or even the amount of time before conversion (time… → Read More
As a B2B marketer myself, I personally understand the frustrations of going into your analytics dashboard and seeing that “direct traffic” makes up a substantial portion — it may even be th… → Read More
The advances in marketing technology are happening so frantically, many would say it’s headache inducing. For many B2B companies, however, it’s been a huge boon, and the rise of marketing ops is… → Read More
When it comes to marketing for B2B companies with a sales team, search engine marketing (SEM) is particularly important. In the State of Pipeline Marketing Report, paid search was the leading paid ch… → Read More
The marketing funnel has been a mainstay for B2B marketers seemingly forever. In fact, we’ve even written about it with some regularity. It was a great way for B2B marketers to organize and visuali… → Read More
Many marketing tools — ones that most B2B organizations already use — claim to do attribution, or at least some version of it. For CMOs, it’s natural to want to use these tools for attr… → Read More
It’s that time of year again, when everyone starts thinking about what next year will bring. It’s a time to both reflect on the gains of this past year and think about what we can do to prepare o… → Read More
What happens when the marketing team hits all their marketing goals, but revenue still falls short? Marketing blames the sales team and the sales team points the finger back, claiming that the leads… → Read More
In the January 2015 iteration of ChiefMarTec’s marketing technology landscape, Scott Brinker identified 1,876 companies — up from 947 companies the year before (and I’m sure there’s hundr… → Read More
One of the best ways to measure how your marketing efforts stack up against the competition is by using industry benchmarks. When it comes to revenue-driving performance, that data is often hard to c… → Read More
In the 2014 NFL season, Dallas Cowboy’s running back DeMarco Murray had an unquestionably good season. He ran for nearly 2,000 yards behind a terrific offensive line. At the end of the season when… → Read More