Measuring Marketing ROI: CLR vs. MPM Platforms vs. Customized Solutions
Measurement is essential for improving marketing performance, proving marketing’s value, and growing its credibility within the C-suite/senior leadership team.
Why measuring marketing ROI is like flying a 747
There is no more important metric in a marketing organization than return on investment (ROI).
Empowering Marketing Operations Improves Marketing Performance
We look at the survey results brought to life in our 2021 MOPS Report - answering the questions of “Why?” and “How?” certain B2B organizations with MOPS outperformed their peers.
How Reuters revved up ROI and funnel optimization by building a Demand Generation engine
In early 2020, Reuters’ goal was the transformation of its disjointed infrastructure - integrating digital assets, unifying websites, and connecting all customer data to its CRM and MAP.
2021 Marketing Operations Report: How MOPS optimizes martech
Marketing Operations isn't about marketing technology alone, but about deploying marketing technology in ways that drive strategic goals, efficiency, ROI, and business growth.
Overcoming data obstacles to improve customer experience and ROI
Data is the fuel that drives B2B marketing, and that fuel won’t power you to your destination (better ROI) unless your engine is fine-tuned and running efficiently. The engine here? Data management.
10 lessons learned: How Progress improved its with multi-touch attribution (post 2 of 2)
By Chuck Leddy As you may have read in our first of two blog posts about Progress’s journey from single-touch to multi-touch attribution, the result of the change was a large improvement in the...
How Progress improved marketing performance with multi-touch attribution (post 1 of 2)
By Chuck Leddy Multi-touch attribution enables marketers to connect (attribute) touchpoints and marketing activities to revenues. Having this MTA capability not only informs better marketing...
Multi-touch attribution, explained: An interview with Peter Bell, Marketing Director at Adobe
By Chuck Leddy Marketers have traditionally struggled to connect their activities to revenues. As U.S. retail pioneer James Wanamaker (1832-1922) once famously said, “half the money I spend on...
Keep customers on the trail to ROI: How marketing automation enhances CX
By Chuck Leddy If B2B marketers are like hikers on a trail, accompanying customers every step of the way, marketing automation offers those marketers essential tools for navigation. In an earlier...
Are B2B marketers ready for marketing attribution?
By Chuck Leddy In the first of our three post series on marketing attribution, Marketing Attribution: What it is and why it’s essential for B2B marketing, we explained what the term means and why...
Marketing Attribution: What it is and why it’s essential for B2B marketing
By Chuck Leddy In this first of three posts on marketing attribution for B2B marketing, we’ll explain what the term means and why it’s so essential. In post two, we’ll explore where marketers are...