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  • How to Measure and Improve B2B Customer Loyalty

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    By ensuring that your marketing encourages repeat business, brand loyalty, and customer referrals, you give your business the kind of boost that can't come from any other source. But how do you go about doing that?

  • Get Scrappy: Smarter Digital Marketing for Businesses Big and Small

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Marketing Content

    In this PRO seminar, you'll discover how getting 'scrappy' can help you put brains before budget and simplify your marketing in today's complex world. We'll share a range of strategic frameworks as well as tactical tips that will provide you with a reliable system for rethinking marketing as marketing re-thinks itself.

  • Get Scrappy: Smarter Digital Marketing for Businesses Big and Small

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Marketing Content

    In this PRO seminar, you'll discover how getting 'scrappy' can help you put brains before budget and simplify your marketing in today's complex world. We'll share a range of strategic frameworks as well as tactical tips that will provide you with a reliable system for rethinking marketing as marketing re-thinks itself.

  • Get Scrappy: Smarter Digital Marketing for Businesses Big and Small

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Measurement & Analytics

    In this PRO seminar, you'll discover how getting 'scrappy' can help you put brains before budget and simplify your marketing in today's complex world. We'll share a range of strategic frameworks as well as tactical tips that will provide you with a reliable system for rethinking marketing as marketing re-thinks itself.

  • Get Scrappy: Smarter Digital Marketing for Businesses Big and Small

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Measurement & Analytics

    In this PRO seminar, you'll discover how getting 'scrappy' can help you put brains before budget and simplify your marketing in today's complex world. We'll share a range of strategic frameworks as well as tactical tips that will provide you with a reliable system for rethinking marketing as marketing re-thinks itself.

  • How to Measure the Value of Your Content: Three Sets of Metrics

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    More than ever, we B2B marketers are held accountable for driving revenue—and proving that we are. If you're struggling with measuring your content's value, here are three sets of metrics to track—and tips on how you can track them.

  • Take 10: Three Sales Metrics Marketing Should Own

    Video Tutorial

    CONTENT TYPE: Video Tutorial | TOPIC: Measurement & Analytics

    In just 10 minutes, we'll explain why it's time for marketers to take shared ownership of three traditional sales metrics and how, by doing so, you can improve collaboration and focus on activities which drive the business forward.

  • Five Ways Marketers (CMOs, Too) Can Master Data

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Marketers have been under pressure for years to turn their art into more of a science, and "Big Data" is now more than a buzzword for CMOs. Understanding or using data is becoming integral to all marketers' jobs.

  • B2B Data-Driven Marketing: Author Ruth Stevens on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Measurement & Analytics

    Ruth Stevens discusses her new book, B2B Data-Driven Marketing, shares tips on how to collect and use data to improve B2B marketing results, and offers insights from her time as a senior marketer at companies like Time Warner and IBM.

  • Four Ways to Measure Your Experiential Marketing Campaign

    Article

    CONTENT TYPE: Article | TOPIC: Event Marketing

    Marketers have tended to shy away from integrating experiential campaigns into their marketing strategies because, until recently, demonstrating impact was difficult or next to impossible. But no longer!

  • MarketingProfs University: Zero to Hero—How to Gain Impactful Insights From Your Data

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Measurement & Analytics

    In this PRO seminar, Jim Sterne will define big data and outline what it takes to become a digital marketing analyst (or at least know what to look for in one!). You'll learn how to understand your data and tools, and dissect the problems to be solved. We'll also cover the art of data analysis and how to communicate your findings to the C-suite.

  • Why Real-Time Data Is Not Fast Enough Anymore: Tim Hayden of Zignal Labs on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Measurement & Analytics

    Zignal Labs Vice-President of Marketing Tim Hayden discusses data-driven marketing and split-second analytics, and why email and Twitter are very much alive.

  • How to Create a Marketing Measurement Playbook to Select and Measure the Right Metrics

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    With the convergence of online and offline marketing, choosing the right metrics is far more important than the quantity of data measured. Measuring the right data, and acting on the results, is essential to operating Marketing as a center of excellence.

  • Today's Digital Marketing Funnel (and How to Optimize Your Conversions)

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Build a funnel specific to your business rather than adapting to a generic approach, and you'll maximize your marketing efforts and optimize conversions.

  • Measuring the B2B Customer Journey: Bryan Semple on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Measurement & Analytics

    Private equity/startup go-to-market executive Bryan Semple shares insights on marketing measurement and the B2B customer journey, focusing on how modern marketers can measure the impact of their efforts.

  • The Problem With Marketing Dashboards: Pure Data Visualization Is Rarely Successful

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    The success or failure of a dashboard is closely linked to data visualization. But focus purely on the visualization, and you'll fail. So consider these three questions and then take the prescribed actions.

  • Secrets to Successful Data-Driven Marketing

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Measurement & Analytics

    In this PRO seminar, we'll explore how B2B marketers can maximize business value from data about customers and prospects. We'll look at new data sources, how to keep data clean and fresh, and its top five applications in B2B. We'll also review three case studies from companies that successfully applied data to fuel sustainable business growth.

  • Take 10: Shed Light on Email Traffic With Google Analytics

    Video Tutorial

    CONTENT TYPE: Video Tutorial | TOPIC: Measurement & Analytics

    In just 10 minutes, we'll show you how to use campaign tracking to keep email traffic out of the dreaded "Direct Traffic" bucket in Google Analytics. You'll learn what reports and features you should use to better understand your site visitors and how to measure performance based on your own email goals.

  • Take 10: How to Make Your Graphs and Charts Effective Communication Tools

    Video Tutorial

    CONTENT TYPE: Video Tutorial | TOPIC: Measurement & Analytics

    In just 10 minutes, we'll show you how to achieve more with your graphs and charts. You'll learn how to create and use visuals in PowerPoint more effectively, which graphs you should use to illustrate your data, as well as how to avoid common mistakes.

  • How Marketers Measure the Effectiveness of Sponsorship and Event Initiatives

    Chart

    CONTENT TYPE: Chart | TOPIC: Event Marketing

    Some 23% of marketers say they are not very satisfied with their ability to measure the ROI of sponsorship and event marketing initiatives, and 15% percent say they are not at all satisfied, the Association of National Advertisers reports.