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Pipeline Marketing Blog

How to Improve B2B Event Marketing ROI with Marketing Attribution

Attending events and conferences is a huge investment. From flights and hotel rooms to sponsorships and booth swag, the price tag can total in the tens of thousands to even millions depending on the sponsor party you throw. So yes, you had a great weekend, talked to a lot of B2B marketers and attended the best parties, but how many event leads went on to be opportunities and customers? Did you accelerate your deal velocity or upsell any current customers? In other words, was the event spend worth it?

This is why marketing attribution software is absolutely necessary in the B2B events world.

Keep reading How to Improve B2B Event Marketing ROI with Marketing Attribution

Get Exceptionally Valuable Results From A/B Testing With Advanced Measurement

A/B testing has become a staple in the data-driven marketer’s diet. After all, decisions based on A/B experiments are objective and data-centric, rather than based on feelings, which can vary from day-to-day and person-to-person.

Here at Bizible, we love running A/B experiments, from testing landing page copy to button colors to blog design and more. In this post, we’ll discuss how we use A/B tests and measure them using down-funnel metrics to make sure that we’re optimizing for the right goals.

Keep reading Get Exceptionally Valuable Results From A/B Testing With Advanced Measurement

Topics: attribution

Actionable Information: How To Apply The Scientific Method To Marketing Operations [pt. 3 of 4]

Welcome back to our four-part series on marketing operations leadership

Whether you want to improve a campaign, get more budget, or implement a new marketing technology, you'll need to justify it with objective information.

By generating objective and persuasive information you'll be able to drive transformation at your organization. 

This post helps you do that by providing a framework for using the scientific method in marketing operations.

Keep reading Actionable Information: How To Apply The Scientific Method To Marketing Operations [pt. 3 of 4]

Topics: marketing operations

Why ABM Marketers Need A Predictive Account Engagement Score

When it comes to account-based marketing measurement, one of the most important metrics (after revenue) is account engagement.

An account engagement score is the final middle-of-the-funnel metric that wraps up the success (or lack of success) of existing marketing efforts into an effective and easy to use tool for the marketing and sales teams to prioritize accounts that are most likely to become customers.

Specifically, it informs the sales team when to strike, it helps the marketing team understand where to spend more time, and more broadly, it’s a great leading indicator of revenue.

Keep reading Why ABM Marketers Need A Predictive Account Engagement Score

Topics: account based marketing

How To Forecast Revenue, Hit Revenue Goals, And Look Smart In B2B Marketing

Movies and novels are examples of where unpredictability is welcomed. But this doesn’t hold true in marketing. We like a little bit of predictability when it comes to the revenue we can expect from our campaigns.

Murder mysteries and detective stories that keep us watching or reading use unpredictability as a hook. But that shouldn’t apply to your marketing reports. Let’s leave mystery to the Hollywood writers, and focus on helping guide your organization to better decision making through forecasting.

In this post we show you how to turn your marketing data into a forecast so you can make good budgeting decisions and deliver actionable information to the leadership team.

Keep reading How To Forecast Revenue, Hit Revenue Goals, And Look Smart In B2B Marketing

Topics: marketing operations, forecasting

The Data-Driven Marketer's Guide to SiriusDecisions Summit 2016

Over 2,500 B2B marketing leaders are headed to Nashville for “SiriusDecisions 2016 Summit: The Art & Science of Intelligent Growth.” The four-day conference features the latest B2B research and insights, as well as intimate breakout sessions with SiriusDecisions analysts on niche topics, all with the focus of operationalizing your company’s growth strategy.

More than 100 case studies will be presented on Tuesday, May 24, along with a kickoff keynote from Alton Brown. Wednesday brings more keynote presentations and breakout sessions, same goes for Thursday, and Friday closes out the conference with final keynote presentations.

Conferences can be overwhelming, especially when there are so many great session options, so we’ve created this guide to help you navigate the conference landscape and get the most out of your #SDSummit experience, including recommended sessions and key speakers to follow.

Keep reading The Data-Driven Marketer's Guide to SiriusDecisions Summit 2016

How To Become The Marketing Technology Expert, Core Competencies Of The Marketing Operations Leader [pt. 2 of 4]

Welcome back to our series on marketing operations leadership.

In this lesson we'll show you how to become the marketing technology consultant at your organization. Marketing technology is the source of customer information and the lever that controls the sales/marketing funnel. So it's increasingly important for marketers to be their organization's expert of the marketing technology stack.

But how do you do this?

Keep reading How To Become The Marketing Technology Expert, Core Competencies Of The Marketing Operations Leader [pt. 2 of 4]

Topics: marketing operations, marketing technology

Drive More Revenue With Content Marketing With Form URL Analysis

Tracking the URL of form downloads within your attribution solution seems like a particularly nerdy thing to get excited about. I’ll admit that when I first heard about it, the implications didn’t immediately jump right out at me. But when I learned what types of reports I was now capable of making and the amount of insights that I could draw from tracking form URLs, I got excited.

In this post, I will walk through three reports that I’m a huge fan of and that I think you will like, too. The insights that they have provided have greatly informed our content marketing strategy and have driven change.

Keep reading Drive More Revenue With Content Marketing With Form URL Analysis

Topics: attribution

10 Volunteer Opportunities For Tech Professionals To Transform Their Communities

When people think of the tech industry, this idea of a bunch of introverts sitting inside a dark room with bright computer screens tends to pop in their heads. We’re data loving geeks and nerds who spend our days discussing binary, self-driving cars and how to “disrupt” everything. And while all of that may be true to an extent, we’re also so much more.

We’re events, social media and design; offices with ping pong tables, employee outings and happy hours. The tech industry is a wonderful place to start a career and it has a growing demand for skilled workers.

Keep reading 10 Volunteer Opportunities For Tech Professionals To Transform Their Communities

B2B Content Marketing "Molecule" [Using the Periodic Table of Marketing Attribution]

Remember the Periodic Table for B2B Marketing Attribution? We’ve taken things a step further. Using the elements represented in the periodic table, we’ve developed molecular structures that represent how assemblages of those elements can be used in marketing campaigns. Stay tuned for more structures -- but for now, take a look at this Content Marketing Campaign molecule built with attribution.

Keep reading B2B Content Marketing "Molecule" [Using the Periodic Table of Marketing Attribution]
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