Pipeline Marketing: Turning Lead Generators Into Marketing Heroes [Part 1]
This is our story. It’s a story of how a group of perplexed marketers sought out a solution to their marketing conundrums. And (surprise!), in the process learned that the story was applicable to...
View Article5 Reasons B2B CMOs Should be Focused on Marketing Attribution
Every web visit is a conversation and attribution is the transcript. This transcript allows CMOs and marketers to make decisions based on the whole picture/conversation. Gone are the days where...
View ArticleBack to Basics: 5 Demand Generation Fundamentals You Need to Know
Demand generation is a necessary function that bridges the gap between the sales and marketing departments. It creates and nurtures demand for your product or service while focusing on Return on...
View ArticleMove Out of the B2B Dark Ages with Omni-Channel Marketing Attribution
B2B marketers face many unique challenges, but the ever-evolving marketing landscape means it doesn’t have to be an uphill walk in the snow. Tools and concepts are being developed every day that are...
View ArticleB2B Blogging Tips For Generating More Leads and Sales Opportunities
No matter if you’re a B2B or B2C marketer, lead generation is a necessary function of your marketing team. And it’s something we’re all trying to improve upon. A great way to bring leads to your...
View Article13+ Online Havens That Keep Paid Search Experts Ahead of the Curve
Digital marketing is an industry that is constantly evolving, and to stay relevant marketers need to continually educate themselves. One specific area that’s rapidly developing is Paid Search. Paid...
View ArticleA Beginner’s Guide to Conversion Rate Optimization
Conversion Rate Optimization (CRO) is a marketing buzzword that gets tossed around quite frequently. But what exactly is it and how can you be better at it? CRO is a constant process of trial and...
View Article5 Lies You’ve Been Told About B2B Marketing Attribution
Usually at company-wide meetings each team will discuss its accomplishments, tying them back to profit for the business. Then it’s the marketing team’s turn and uhh they had 15 “likes” on Facebook or...
View Article10 B2B Marketing Experts Weigh in on The State of Pipeline Marketing
We recently surveyed over 350 B2B marketers in The State of Pipeline Marketing Report on topics ranging from how they measure success and metrics with the greatest impact on revenue, to marketing...
View ArticleChoosing an Advanced, Multi-Touch B2B Marketing Attribution Model
Attribution is a complicated process and it seems B2B marketers are in constant struggle to choose the correct model for their company. First touch, last touch, lead conversion, U-shaped, W-shaped,...
View ArticlePipeline Marketing and the Three Bears: How to get it ‘Just Right’
Marketers use different combinations of tech, different techniques for demand generation and different checklists for what counts as a qualified lead, but to be a pipeline marketer there are three...
View Article4 Sales Enablement Tactics B2B Marketers Need to Master
Sales enablement is not a new term, but it’s often used as an umbrella for a wealth of actions related to the sales team. Although any amount of enablement is helpful, having a set process for how...
View Article13 Reasons To Implement B2B Marketing Attribution Right Now
In its most basic role, good marketing attribution connects sales and marketing data so companies can see which marketing efforts are having the most impact on sales. It tracks all of a visitor’s...
View ArticleTo Measure Marketing Impact, You Must First Retire the MQL
In the traditional mindset, visitors come to your site, eventually take an action that turns them into MQLs, are then nurtured until they become SQLs and are passed to the sales team. But times have...
View ArticleHow to Turn Events Into a Powerful B2B Marketing Channel
Events and conferences are a great way to get your business in front of a like-minded audience. Each event is different and is tailored around a specific marketing topic. Find one that’s a good fit for...
View Article5 Steps to Build an Impressive B2B Account-Based Marketing Framework
As account-based marketing continues to gain traction, more and more B2B marketers are looking to create the perfect campaign. Although what constitutes “perfect” will be different for each company,...
View ArticleHow to Bring Your Organization into a Multi-Touch Attribution World
Although multi-touch attribution continues to gain steam in the marketing world, it remains a foreign topic to many. There are a lot of things to consider, like when it’s the right time to implement...
View ArticleHow Attribution Solves 7 Common Marketing Problems
Scott Brinker recently released the 2016 Martech landscape supergraphic, and it’s overwhelming to say the least. The more than 3,800 included technologies exist to solve marketing problems and make a...
View ArticleSales Enablement Tactics to Improve BOFU Conversion Rates
Once a prospect has reached the bottom of the funnel (BOFU) they’ve done their research and have narrowed down the potential companies they’re looking to buy from to a handful at most. The questions a...
View ArticleHow to Improve B2B Event Marketing ROI with Marketing Attribution
Attending events and conferences is a huge investment. From flights and hotel rooms to sponsorships and booth swag, the price tag can total in the tens of thousands to even millions depending on the...
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