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  • Revenue Challenges

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    ROI is not the only way to measure. In this lesson, you'll learn about the revenue challenges that impact business in a positive way are so you can educate management on how they contribute to the financial success of your organization.

  • Understanding KPIs

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    Relying on the number of leads generated isn't the only indicator of how your campaigns are performing. In this lesson, you'll learn more about KPIs (what it is and isn't) so you can rely on these key findings to tell you about the overall health of your business.

  • The Four Pillars of KPIs

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    KPIs are a signal that should help inform actions. The best way to identify these signals is to group KPIs into pillars. In this lesson, you'll learn what those pillars are (Awareness, Consideration, Demand, and Advocacy) and what insights to glean from each.

  • Analyzing KPIs

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    Once you've grouped your KPIs into Pillars you'll want to break it down even further, so the metrics can inform and guide deeper analysis. The way to do this is Diagnostic Metrics and Lense. In this lesson, we'll review how these two can provide deeper insights.

  • The Highs and Lows of KPIs

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    Why the fuss with KPIs? The truth: your CFO needs to know how well the business is performing and KPIs provide that insight. In this lesson, Samantha shares the highs and lows of KPIs and validates your efforts to measure data that can impact decision-making.

  • Attribution

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    We can't talk measurement without talking about attribution. It may be a pain, but it's necessary. In this lesson, you'll discover why we need to understand attribution, and how it can help us make good decisions about what activities to do—and which need help.

  • Return On Investment (ROI)

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    In this lesson, you'll learn how to calculate ROI and ROMI (Return on Marketing Investment) and understand the many benefits associated with ROI metrics.

  • Tracking Marketing's Contribution

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    Many organizations will assign marketing a quota much like a sales quota. Samantha shares a more powerful way to hold marketing accountable. In this lesson, you'll learn how to track activity, keep an eye on your efforts by channel, and an easy framework to use.

  • Key Steps for Measurement

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    In this lesson, you'll learn about the three prongs of measurement: set goals, measure progress, and use the findings to inform decisions. And you'll learn the steps to ensure your reports include what your CFO wants to know.

  • Gathering and Interpreting Data

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    In this lesson, discover why and how to create your reporting dashboard. We'll also cover common reporting sources, timing of reports, how visualization can help make the data easy to consume, and a few critical factors to ensure your CFO has the information they need.

  • Profit and Loss (P&L) Overview

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    Profit and Loss, or a more familiar term P&L, will inform how much budget you can spend on marketing. In this lesson, you'll get a quick overview of what marketing should be looking at, the most valuable use of the P&L, and how you should be utilizing your P&L.

  • Three Ways to Build Customer Trust in an Increasingly Out-of-Control World

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    As the world shifts further toward a culture of technology following the tumultuous year of 2020, building a culture of trust is a difficult task for any brand. Show your customers they can trust you by focusing on these three things.

  • 10 Actionable Ways to Personalize Your Messaging [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Communications

    Marketers hear all the time that they should embrace personalization. But what does that mean? How exactly can you deliver more relevant and targeted messaging?

  • How to Build a Full-Lifecycle Customer-Engagement Strategy

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Content

    Are you paying enough attention to your customers' post-sale journey? Probably not. Now's the time to up your game, provide content your customers want, and build advocates for your brand. You need a customer-engagement strategy. Sponsored by Uberflip.

  • B2B Buyers Are Back: Three Ways Your Marketing Team Can Profit

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Sure, B2B buyers may be back, and budgets may be recovering, but buyer behavior has fundamentally changed. Adapt to altered buying behaviors by following these three tips.

  • Poised for Profit: Execs Reflect on Digital Customer Engagement

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    The transformation to digital engagement from in-person selling has undoubtedly been a challenge. Seven executives from Fortune 1000 companies share their experiences of successfully shifting to digital customer engagement.

  • Five Reasons Marketing Orchestration, Powered by the Right Tech Stack, Is Critical to Your Strategy Execution

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    To execute marketing strategy, marketers need to synchronize and coordinate—they need to orchestrate—a host of marketing processes. Your tech stack can either empower or undermine that effort. Here are five things you need to know.

  • How Advertising Budgets Are Evolving in 2021

    Chart

    CONTENT TYPE: Chart | TOPIC: Advertising & Promotions

    Most marketers plan to increase their ad spend in 2021 on digital channels, such as social media, search, and video, and either maintain or reduce their spend on traditional channels, such as television, according to Nielsen research.

  • Is Your B2B Tech Marketing Aligned With the Audiences You're Targeting?

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Strategy

    If you're marketing a technology product or service, your content and messaging need to address topics that are trending with the developer and tech community. But how do you learn what's trending, and what's the best way to keep your marketing efforts on point and valuable to this audience? Sponsored by Stack Overflow.

  • Sales Outreach in Five Steps: How to Run Campaigns That Get Results and Don't Burn Your Leads

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Cold sales outreach has lost popularity with B2B marketers, but that doesn't mean the technique is obsolete: You just have to start by warming up your prospects first. Here's how, in five steps.