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  • A Guide to Effectively Qualifying B2B Leads [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics

    Effective lead qualification—the process of scoring prospects to determine how well they fit the profile of a valuable customer likely to convert—can deliver a big payoff for B2B firms.

  • Close the Marketing Performance Gap: How to Start Delivering on the Most Important Metrics

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    The abrupt changes caused by Covid-19 have shocked our personal and work lives, forcing us to rethink how we do business. But some things have not changed—like knowing what the most important metrics are... yet not being able to improve in those areas. However, you can bridge that gap and drive revenue.

  • Analytics on the Edge: Lessons in Transforming Data's Impact [B2B Backstage]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Marketing Strategy

    Discover a new, more effective way to analyze your data in this B2B Backstage keynote with Avinash Kaushik, digital evangelist for Google.

  • Chin up, Marketers: The Demise of Third-Party Cookies Isn't All Bad

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    As the demise of third-party cookies draws inexorably nearer, many marketers are growing concerned: How will they track and gather customer data online? But despite the handwringing, marketers can reap long-term benefits from the end of cookies.

  • How to Marry Offline and Online Attribution Data for a 360 View in Google Analytics

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    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.

  • How B2B Marketers Can Absorb and Apply Data Effectively: Six Questions Answered

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    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.

  • Why Customers Take Brand Surveys

    Chart

    CONTENT TYPE: Chart | TOPIC: Measurement & Analytics

    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.

  • Moneyball for Marketing: The Art of Winning an Unfair Game [B2B Backstage]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Marketing Strategy

    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.

  • Five Measures for Proving the ROI of Your Employee Advocacy Efforts

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    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?

  • 10 Tips for Automating Marketing Reports

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    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.

  • How to Match Your Key Metrics to Your Content Goals

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    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.

  • Five Web Analytics Tools to Help You Optimize and Measure Marketing ROI

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    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.

  • Sales Presentation Skills: How to Measure and Evaluate Your Salespeople

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    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.

  • What If Your Email Metrics Are Off: Who's Really Clicking on Your Emails?

    Article

    CONTENT TYPE: Article | TOPIC: Email Marketing

    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?

  • Four Google Alerts Alternatives That You Will Actually Want to Use

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    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.

  • Brand Relevance: How to Identify Untapped Opportunity

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    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?

  • Nine Key Sales Pipeline Metrics for Healthy Sales [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Demand Generation

    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.

  • Why It Takes So Long to Apply Data-Driven Insights to Campaigns

    Chart

    CONTENT TYPE: Chart | TOPIC: Measurement & Analytics

    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.

  • Metrics for Measuring Transactional Email Success

    Chart

    CONTENT TYPE: Chart | TOPIC: Email Marketing

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

  • Qualitative Research: Even More Important in the Age of Big Data

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    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.