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  • Who wouldn't be excited at the prospect of identifying what led to a customer's making a purchase decision? Though marketers continue to improve and refine the process, one challenge to truly meaningful insight remains: how to marry offline and online marketing attribution.

  • Platform fatigue. IP targeting's limitations. Challenges of evaluating campaign performance. The impact of economic uncertainty. The disappearance of in-person events... B2B marketers are facing a host of unresolved issues and questions. Here are some answers.

  • Customers say they are most likely to be motivated to take brand surveys if they are going to be rewarded for their opinions, according to recent research from DISQO.

  • You may not be in the baseball business, but there's a lot you can learn about marketing from Oakland Athletics VP of Operations and former General Manager, Billy Beane. This webinar is no longer available, but you can get a taste of what you missed by watching the after show on-demand.

  • The definition of "employee advocacy" is straightforward: the promotion of an organization by its staff members. It's a low-cost, high-return way to increase brand awareness, drive engagement and attract talent. But can you show how that impact is related to business goals?

  • Automating marketing reports can save tons of time and reduce errors. These 10 tips will help you think through the process of automating your reports. You'll make the right decisions about whom and what to include and demonstrate the value of your work.

  • As with any marketing undertaking, you need measures in place to track the effectiveness of your content marketing. So, whether you're focusing on SEO, lead generation, or thought leadership with your content, see which metrics you should track to monitor content marketing success.

  • How do you access the analytics you need to measure your online marketing ROI effectively? You need the right tools. This article highlights five tools that provide insights into your marketing results.

  • If your salespeople aren't effective presenters, they'll never achieve their full potential—even if they're good at selling. Which is why it's critical to understand and monitor this vital skill. Here's how to measure and evaluate sales presentation skills.

  • Email marketing experts will urge you to follow the latest and greatest best-practices—from personalizing your content to segmenting to cleaning up your database. All that's well and good if you want to create optimized email campaigns. And who doesn't? But what if your metrics are off?

  • You need to know what's being said online about you, your brand, your competition, your industry, and other topics you're interested in. At first, Google Alerts might seem the most obvious choice, but it's notoriously unreliable.You have options, though, including these 4 alternatives.

  • Is your brand relevant to the various audiences—customers, influencers, the media—you want to reach? More specifically, how can you find the untapped opportunities for establishing relevance? How can you identify what they want so you can provide it?

  • Every salesperson wants a healthy pipeline, but many don't have a reliable way to take its temperature. Beyond just "healthy" or "dry," what do you need to look at to truly gauge the health of a sales pipeline? These nine important pipeline metrics.

  • Most marketers say it takes too long to turn data into actionable intelligence, and then too long for that actionable intelligence to be applied to campaigns, according to recent research from the CMO Council.

  • Most brands measure the success of transactional emails by looking at opens, clicks, or the delivery rate, according to recent research from SparkPost.

  • Companies invest billions in data, analytics, and technology to better target and predict customer behavior. We are collecting more data than we know what to do with, so we think we no longer need qualitative research. Big mistake: We need to go beyond data to truly understand the customer.

  • You can't carry on launching marketing campaigns, creating content, and paying your team just because you think marketing efforts are affecting your sales in some positive way. You need data that tells you what's working and what isn't. Marketing analytics tools to the rescue.

  • Marketing is not about bombarding customers with messages and hoping they'll purchase a product; it's about gathering data and listening to what they want. Here are four ways to use data to deliver the end-to-end experience customers are craving.

  • Big Data is taking over. Most of its seemingly obvious payoffs are mirages at best, or quicksand at worst, whereas others hold the potential for high returns. So, what are the keys to Big Data success?

  • Shopper behavior is fundamentally different during the holidays. Marketers can't rely on the same data and algorithms that they leverage at other times of the year. If brands don't adjust to holiday shopping behavior, it could cost them big.