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  • How to Build Out Your Marketing Attribution Strategy

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Measurement & Analytics

    How can you understand which marketing channels or activities are influencing buyer behavior, including conversions? By implementing a marketing attribution process. Here are some tips on getting started, along with ideas for developing your attribution strategy for continued growth.

  • Consumer Feelings: The Next Frontier in Market Research

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    These days, finding data about consumer behavior is so easy, our instinct is to pile up a mountain of it so we get a better view of customer preferences, behaviors, and experiences. That sky-high view empowers us to see a vast landscape, but it leaves us blind to what actually shapes behavior: consumer feelings.

  • Five Challenges Standing in the Way of Email Marketing ROI

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Email Marketing

    Done right, email marketing delivers results that outperform just about any other channel's. Done wrong, you leave money on the table with every send. So what are the roadblocks that stand in the way of optimizing email ROI?

  • Optimize Display Ads With Consumer Insights: Stats and Best-Practices [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Advertising & Promotions

    Marketers are investing heavily in display ad campaigns to drive brand awareness as well as sales. But ROI hinges on being able to personalize ads to the consumer, showing them the right ad at the right time. Check out this infographic for ways to do that.

  • Five Ways to Convert More Customers With Call Analytics

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Measurement & Analytics

    It's easy for us marketers to assume our jobs are not to deal with inbound phone calls. Our awesome marketing gets prospects on the phone, the reps make the sales, we call it a day. Not so fast!

  • The ABCs of AI in Marketing

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    "Artificial intelligence": you've heard the term, you know it's a trend, you know you're "supposed" to be using it... But if you were asked to explain in a few short sentences what it means for marketers, could you do it? If not, then you've found the right article.

  • Event Intelligence: What It Is, Why You Need It, and How to Get There

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Event Marketing

    "Event intelligence" is the latest buzzword in the meeting and event industry, and there are a lot of questions surrounding it, such as how exactly it helps planners and marketers, what technologies come into play, and even what event intelligence is. This article sheds some light.

  • Data Troubles: What If You're Trying, But You Still Don't Know Much About Your Customers

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    Everyone in your company is working hard to understand how customers think. But what if all that effort and all the investments in customer platforms, your understanding of your customer is only marginally better. Detailed customer insight can be hard to come by. Here's the likeliest cause of that problem.

  • 10 of the Best Social Media Monitoring Tools for Every Business

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    Social media long ago became the place where people voice their opinions on everything, including your brand and products. Also about company leaders, like your CEO or CMO. Which is why social media monitoring exists. But Google Alerts isn't nearly enough. Instead, here are 10 tools that work well.

  • Customer Satisfaction Surveys: Questions You Can Ask [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics

    Acquiring new customers is hard. Keeping those customers is less hard—if you listen to them about their needs and wants and preferences. Which is why customer satisfaction surveys are so important. What can you ask about in your customer satisfaction surveys?

  • The New Conversion Marketing Is Killing Your Old Funnels. Embrace It.

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Measurement & Analytics

    We need to ditch our old conversion funnels and tactics for one obvious reason: Consumers have become smarter than our old methods of converting them. And we need to change our conversion-marketing playbook accordingly. Here are two key ways to do that.

  • Content Marketing Has Become Risky Business: How to Win in a Data-Driven World

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Although the concept of delivering quality content to educate and build trust with customers is a sound one, actually executing on that idea—in a way that serves both the customer and the marketer—has never been more difficult. But content marketing can—and will—be saved. Here's how.

  • How to Perform a Content Audit That Skyrockets Your Organic Traffic

    Article

    CONTENT TYPE: Article | TOPIC: SEO

    If your website or blog has an abundance of posts and pages that aren't search-engine optimized, you should be thinking about doing a content audit to improve SEO. Here's a six-step content audit and optimization process that will markedly improve organic traffic to your site.

  • Five Website Conversion Principles That Will Increase Your Lead Volume

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Buyers are becoming increasingly fussier. Without a delightful and error-free experience with your brand or website, it's likely you're losing out on conversions, leads, and clients. These five conversion rate optimization (CRO) principles will increase lead volume and help you surpass your targets.

  • The Five Most Effective Applications of AI for Marketing: Christopher S. Penn on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Martech

    John J. Wall of Marketing Over Coffee takes over the Marketing Smarts podcast for April Fools and interviews Christopher S. Penn about artificial intelligence and machine-learning for marketing.

  • Five Reasons Every B2B Marketer Should Make the Switch to Google Tag Manager

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    If you're a B2B marketer, you're obsessed with customers' data about their buyer journeys. You want to know how often people visit your webpages, how long they stay, when they leave, what content is getting the most conversions... So if you don't use Google Tag Manager yet, it's time to get up to speed.

  • How Effective Is Your Brand on Social Media? Here's How You Can Measure That.

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    Is social media helping us reach potential customers? After all, we're sweating blood to create social media content and investing in ad campaigns to help our content gain more visibility. Is all of that delivering business results? We should find out.

  • Effective Measurement of ABM Depends on These Four Steps

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    Before you can even start to measure the success of your ABM efforts, you've got to make sure four critical foundational components are in place. Here they are, along with how to set them up.

  • Your Giant Email Marketing Statistics Guide [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Email Marketing

    Email: the rock-solid, time-and-customer-tested, Marketing-approved way to keep your customers coming back for more. And here are the stats to prove it--and help you be a better email marketer. So check out this epic compendium of email-related statistics from 40+ sources.

  • The Marketing Metrics That Matter to the Bottom Line

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Marketers must stand out: not as the people who make things look pretty, but as the people who drive tangible value for their organization. These metrics can help prove that marketers are indispensable for growing any business.