Have you ever had trouble justifying your marketing budget? As a CMO, do you feel that nobody truly appreciates how much value marketing brings to the company? If the answer to either question is yes, then you’ve probably never explored marketing revenue attribution before. Marketing revenue attribution is the process of identifying which marketing actions,…
How Marketing Revenue Attribution Proves Your ValueHave you ever had trouble justifying your marketing budget? As a CMO, do you feel that nobody truly appreciates how much value marketing brings to the company? If the answer to either question is yes, then you’ve probably never explored marketing revenue attribution before. Marketing revenue attribution is the process of identifying which marketing actions,... Keep readingRebecca Lee White
Your social media budget may be rising, but how do you know if your company’s social content is impacting business goals? The sad truth is, only 4.6 percent of marketing leaders say their social media efforts contribute “very highly” to business performance. If you, too, are struggling to show impact, this list of the best…
The Best Social Media Analytics Tools of 2017Your social media budget may be rising, but how do you know if your company’s social content is impacting business goals? The sad truth is, only 4.6 percent of marketing leaders say their social media efforts contribute “very highly” to business performance. If you, too, are struggling to show impact, this list of the best... Keep readingRebecca Lee White
With an estimated subscriber base of over 3 million users, Salesforce has become a common element among the world’s best-performing companies—in any industry. Why is using Salesforce for marketing so common? And why not? It’s a versatile CRM that can fit into nearly any sales and marketing process. Because sales and marketing are working off…
Using Salesforce for Marketing: Campaign Best PracticesWith an estimated subscriber base of over 3 million users, Salesforce has become a common element among the world’s best-performing companies—in any industry. Why is using Salesforce for marketing so common? And why not? It’s a versatile CRM that can fit into nearly any sales and marketing process. Because sales and marketing are working off... Keep readingRebecca Lee White
Whether you’re a B2C retailer, or a B2B software provider, you’re probably well aware that the future profitability of your company rides on the consumer experiences you provide. But you might not know that there’s one relationship in the C-suite you have to get right before you can deliver on those great consumer experiences —…
5 Ways Better CMO and CIO Alignment Drives Business GrowthWhether you’re a B2C retailer, or a B2B software provider, you’re probably well aware that the future profitability of your company rides on the consumer experiences you provide. But you might not know that there’s one relationship in the C-suite you have to get right before you can deliver on those great consumer experiences —... Keep readingRebecca Lee White
Change is never easy. But it’s necessary for a company to evolve and achieve in the ever-changing marketing landscape. That’s where marketing change management can help. Why evaluating your marketing analytics software is crucial Marketing is shifting to digital, and new technology is at the disposal of marketers and customers. You need a fresh approach…
Marketing Change Management: Switching Technology for Better ResultsChange is never easy. But it’s necessary for a company to evolve and achieve in the ever-changing marketing landscape. That’s where marketing change management can help. Why evaluating your marketing analytics software is crucial Marketing is shifting to digital, and new technology is at the disposal of marketers and customers. You need a fresh approach... Keep readingRebecca Lee White
The ability to report on your website performance isn’t just a “nice to have” for today’s marketers. It’s a “need to have.” This makes building a web analytics dashboard that connects marketing activities to on-site actions a big time-saver, and even a job-saver. According to a report by Econsultancy and Lynchpin, 97 percent of companies…
Building a Web Analytics Dashboard to Help You Report ResultsThe ability to report on your website performance isn’t just a “nice to have” for today’s marketers. It’s a “need to have.” This makes building a web analytics dashboard that connects marketing activities to on-site actions a big time-saver, and even a job-saver. According to a report by Econsultancy and Lynchpin, 97 percent of companies... Keep readingRebecca Lee White
If you’re not using an integrated marketing campaign strategy, then you’re not using your marketing channels effectively, and losing out on ROI because of it. Having an integrated marketing campaign requires identifying the channels that work best for your brand and strategically leveraging them together to maximize impact. This means that for your integrated campaign…
Creating an Integrated Marketing Campaign to Maximize Your ImpactIf you’re not using an integrated marketing campaign strategy, then you’re not using your marketing channels effectively, and losing out on ROI because of it. Having an integrated marketing campaign requires identifying the channels that work best for your brand and strategically leveraging them together to maximize impact. This means that for your integrated campaign... Keep readingRebecca Lee White
Social media spending is increasing, putting more pressure on marketers to track and prove ROI. Luckily, you can stay on top of your performance by tracking the right metrics in a social media analytics dashboard. Why marketing teams need a social media analytics dashboard The CMO Survey projects that the share of marketing budgets spent…
How to Build a Social Media Analytics Dashboard for Your BusinessSocial media spending is increasing, putting more pressure on marketers to track and prove ROI. Luckily, you can stay on top of your performance by tracking the right metrics in a social media analytics dashboard. Why marketing teams need a social media analytics dashboard The CMO Survey projects that the share of marketing budgets spent... Keep readingRebecca Lee White
Digital marketing in the entertainment industry presents an opportunity for executive marketers to use analytics to prove the ROI from their efforts. Traditional marketing has something of a problem when it comes to the entertainment industry. It’s not just that traditional marketing suppliers are more sales-oriented now than partner-oriented; nor is it just that the…
Digital Marketing in the Entertainment Industry: Using Analytics to Prove ROIDigital marketing in the entertainment industry presents an opportunity for executive marketers to use analytics to prove the ROI from their efforts. Traditional marketing has something of a problem when it comes to the entertainment industry. It’s not just that traditional marketing suppliers are more sales-oriented now than partner-oriented; nor is it just that the... Keep readingRebecca Lee White
Identifying social media marketing goals that drive business results will help you prove the ROI from your social strategy. This is crucial for today’s marketers, most of whom are unable to tie social media initiatives to revenue. According to eMarketer, The CMO Survey by Duke’s Fuqua School of Business found that over 60 percent of…
How to Set Social Media Marketing Goals That Drive Revenue GrowthIdentifying social media marketing goals that drive business results will help you prove the ROI from your social strategy. This is crucial for today’s marketers, most of whom are unable to tie social media initiatives to revenue. According to eMarketer, The CMO Survey by Duke’s Fuqua School of Business found that over 60 percent of... Keep readingRebecca Lee White
It’s no secret that customer retention and loyalty is extremely important to business. So shouldn’t your marketing strategy target customers beyond the point of purchase to drive further business results? This is where customer lifecycle marketing can help you target existing customers for improved profitability and reduced marketing costs. A greater focus on improving brand…
Customer Lifecycle Marketing: Retention Strategies to Increase ProfitIt’s no secret that customer retention and loyalty is extremely important to business. So shouldn’t your marketing strategy target customers beyond the point of purchase to drive further business results? This is where customer lifecycle marketing can help you target existing customers for improved profitability and reduced marketing costs. A greater focus on improving brand... Keep readingRebecca Lee White
Retail sales are estimated to reach over 4.95 trillion by the end of 2016, according to eMarketer. But without an effective use of retail marketing analytics, few businesses can prove how marketing campaigns contribute to their company’s slice of sales pie. In fact, only 22 percent of marketers are confident that they have insight into…
Retail Marketing Analytics: How to Prove Your Impact on SalesRetail sales are estimated to reach over 4.95 trillion by the end of 2016, according to eMarketer. But without an effective use of retail marketing analytics, few businesses can prove how marketing campaigns contribute to their company’s slice of sales pie. In fact, only 22 percent of marketers are confident that they have insight into... Keep readingRebecca Lee White
Ever dreamed of being congratulated by the C-suite for having a results focused, revenue-driven marketing strategy? If so, you’re not alone. Marketing’s always had something of a credibility problem when it comes to proving business value. Among the various departments in an organization, marketing has been the haziest in terms transparency. It’s considered a “soft…
How to Impress the C-Suite With Revenue-Driven MarketingEver dreamed of being congratulated by the C-suite for having a results focused, revenue-driven marketing strategy? If so, you’re not alone. Marketing’s always had something of a credibility problem when it comes to proving business value. Among the various departments in an organization, marketing has been the haziest in terms transparency. It’s considered a “soft... Keep readingRebecca Lee White
It’s a dog-eat-dog world out there. That’s why competitive analysis is an essential skill for marketers who want to beat the competition. Conducting a marketing competitive analysis helps you: Compare the topics, tactics, and channels driving market performance for you and your competitors. Uncover opportunities to outperform the competition and differentiate your brand. Benchmark your…
How to Do a Competitive Analysis for Digital MarketingIt’s a dog-eat-dog world out there. That’s why competitive analysis is an essential skill for marketers who want to beat the competition. Conducting a marketing competitive analysis helps you: Compare the topics, tactics, and channels driving market performance for you and your competitors. Uncover opportunities to outperform the competition and differentiate your brand. Benchmark your... Keep readingRebecca Lee White
Marketers across all industries are trying to figure out how to measure brand awareness for their company, while simultaneously having to justify their budgets with ROI. These two tasks don’t always compliment each other. Why? Because it’s incredibly challenging to connect an investment in brand awareness to business revenue. But by learning how to measure…
How to Measure Brand Awareness and Prove ROIMarketers across all industries are trying to figure out how to measure brand awareness for their company, while simultaneously having to justify their budgets with ROI. These two tasks don’t always compliment each other. Why? Because it’s incredibly challenging to connect an investment in brand awareness to business revenue. But by learning how to measure... Keep readingRebecca Lee White
Imagine this: You, as the Chief Marketing Officer for your business, are put on the spot and asked to report year-to-date marketing revenue by your CEO. You quickly pull up your CMO dashboard and rattle off an update with up-to-the minute results. No need to rely on old numbers, ask your staff to do a…
The Best CMO Dashboards Use These KPIsImagine this: You, as the Chief Marketing Officer for your business, are put on the spot and asked to report year-to-date marketing revenue by your CEO. You quickly pull up your CMO dashboard and rattle off an update with up-to-the minute results. No need to rely on old numbers, ask your staff to do a... Keep readingRebecca Lee White
Do you know how many marketing events there are in North America next year? Thousands. Do you know how many I can afford? Not enough! If I had an unlimited budget—and unlimited time—I would’ve picked all of them. But I don’t, so I’ve found the best marketing conferences of 2017 based on cost, value, and…
2017 Marketing Conferences You Don't Want to MissDo you know how many marketing events there are in North America next year? Thousands. Do you know how many I can afford? Not enough! If I had an unlimited budget—and unlimited time—I would’ve picked all of them. But I don’t, so I’ve found the best marketing conferences of 2017 based on cost, value, and... Keep readingRebecca Lee White
Do you feel like it’s getting harder to justify your marketing budget? If so, you’re not alone. Marketing budgets are on the rise for the third straight year, reports Gartner, with no signs of stopping in 2017. However, 14 percent of marketers still fear budget cuts, even as spending for digital commerce, digital advertising, and…
3 Surefire Ways to Justify Your Marketing BudgetDo you feel like it’s getting harder to justify your marketing budget? If so, you’re not alone. Marketing budgets are on the rise for the third straight year, reports Gartner, with no signs of stopping in 2017. However, 14 percent of marketers still fear budget cuts, even as spending for digital commerce, digital advertising, and... Keep readingRebecca Lee White
Your company probably has a few thousand likes on Facebook, and shares content with fans there. The average individual Facebook user, according to the Pew Research Centre, has about 200 friends. If 100 employees shared company-related content with each of their 200 friends, that’s 20,000 people. And that doesn’t even include additional social circles on…
How to Use Employee Advocacy to Fuel Marketing CampaignsYour company probably has a few thousand likes on Facebook, and shares content with fans there. The average individual Facebook user, according to the Pew Research Centre, has about 200 friends. If 100 employees shared company-related content with each of their 200 friends, that’s 20,000 people. And that doesn’t even include additional social circles on... Keep readingRebecca Lee White
If you want to create a go-to-market strategy for your company’s products and services, you’d better start with a clear plan. But what does that entail, exactly? Our Marketing Plan Template outlines everything you need to cover to clarify expectations for your team and win the support of senior executives. Download your free Marketing Plan…
How to Create an Effective Marketing Plan (With Template)If you want to create a go-to-market strategy for your company’s products and services, you’d better start with a clear plan. But what does that entail, exactly? Our Marketing Plan Template outlines everything you need to cover to clarify expectations for your team and win the support of senior executives. Download your free Marketing Plan... Keep readingRebecca Lee White
As you plan your budget for the next year, and allocate spend across marketing activities, you’ll come to realize that many of your marketing costs come from expensive external vendors. However, you can reduce marketing costs without reducing the product and service support provided by vendors. It’s all in the art of negotiation. Save money…
10 Negotiating Tips to Cut Your Marketing CostsAs you plan your budget for the next year, and allocate spend across marketing activities, you’ll come to realize that many of your marketing costs come from expensive external vendors. However, you can reduce marketing costs without reducing the product and service support provided by vendors. It’s all in the art of negotiation. Save money... Keep readingRebecca Lee White
Planning a B2B blog strategy for 2017 can help drive drive your company’s content marketing success. You can leverage your company blog to fuel a digital distribution strategy that attracts your target audience, builds brand trust, and ultimately moves prospects to a purchase decision. Key Takeaways: 89 percent of B2B marketers use content marketing and…
How to Create a B2B Blog Strategy That Drives Business ResultsPlanning a B2B blog strategy for 2017 can help drive drive your company’s content marketing success. You can leverage your company blog to fuel a digital distribution strategy that attracts your target audience, builds brand trust, and ultimately moves prospects to a purchase decision. Key Takeaways: 89 percent of B2B marketers use content marketing and... Keep readingRebecca Lee White
According to a recent report by the Content Marketing Institute and MarketingProfs, 80 percent of B2B marketers and 75 percent of B2C marketers use blogging in their company’s content marketing strategy. The same survey revealed that only 34 percent of B2B marketers and 35 percent of B2C marketers would rate their organization’s use of content…
The Best Time to Publish a Blog Post to Maximize Business ResultsAccording to a recent report by the Content Marketing Institute and MarketingProfs, 80 percent of B2B marketers and 75 percent of B2C marketers use blogging in their company’s content marketing strategy. The same survey revealed that only 34 percent of B2B marketers and 35 percent of B2C marketers would rate their organization’s use of content... Keep readingRebecca Lee White
A new report reveals that when blogging for business, companies are producing more content with less impact. It also uncovers specific tactics marketers can use to combat content overload and outperform their competitors. Over the last five years, the average number of blog posts published per brand per month increased by 800 percent. However, over…
Blogging Report: How to Drive Results From Your Company’s BlogA new report reveals that when blogging for business, companies are producing more content with less impact. It also uncovers specific tactics marketers can use to combat content overload and outperform their competitors. Over the last five years, the average number of blog posts published per brand per month increased by 800 percent. However, over... Keep readingRebecca Lee White
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