<iframe src="//www.googletagmanager.com/ns.html?id=GTM-M3FQTV" height="0" width="0" style="display:none;visibility:hidden">
Request Demo

Pipeline Marketing Blog

A Scorecard for B2B Marketing Operations [Download Evaluation]

What are the true measures of success in a marketing operations role? There are frameworks, best-practices, and KPIs that apply across the board, sure. But how does an individual in a marketing operations role evaluate their personal success? And how does a company evaluate their level of sophistication in the area of marketing operations?

Keep reading A Scorecard for B2B Marketing Operations [Download Evaluation]

What is Account-Based Marketing? Everything You Need to Know

Account-based marketing is seemingly everywhere these days. If you’re doing it, you’re talking about how you’re doing it and the results you’ve seen. If you’re not doing it, you’re talking about how you can get started and what the benefits are.

If you’ve heard the term and wondered, what is account-based marketing and how do I execute it successfully?  This post is for you.

Keep reading What is Account-Based Marketing? Everything You Need to Know

How To Decide Whether Marketo RCA Is Right For You

The technology journey for B2B marketers includes the implementation of an advanced marketing automation system and a CRM. And at some point an advanced marketing attribution solution is also implemented.

Keep reading How To Decide Whether Marketo RCA Is Right For You

Topics: Marketing Analytics, marketo rca

How to Measure the Revenue Impact and ROI of Webinars

Webinars are an important component of many B2B marketing programs. They offer an experience that’s different from other types of content (typically more engaging), and give the speaker(s) a platform to cover a greater breadth or depth than a typical blog post.

However, according to a report by Millward Brown (gated), when it comes to measuring ROI, webinars are the most difficult channel for marketers. Furthermore, 74% of the marketing executives surveyed also said that they would invest more money if it were easier to measure the ROI (and presumably, it was positive).

Keep reading How to Measure the Revenue Impact and ROI of Webinars

8 Roles You Need to Build an Ace ABM Team

Ready to stack the deck? There is a key combination of critical components that any B2B company can use to build themselves an ABM team of aces. It requires each account-based marketing function to fill their role to the best of their ability, creating a system that functions properly -- where all roles are supporting their fellow marketers.

Keep reading 8 Roles You Need to Build an Ace ABM Team

Marketing Performance Benchmarks for Software/SaaS Companies

What channels are software/SaaS marketers turning to in order to generate business?

In the past two months, we’ve published two channel benchmark reports to better understand how marketers are generating business and creating value. The benchmark reports cover AdWords and LinkedIn Ads, and break down their impact on the customer funnel.

Today, for marketers at Software/SaaS companies, we compiled some key statistics from both reports, creating a one-stop shop of critical insights for two important digital marketing channels.

Keep reading Marketing Performance Benchmarks for Software/SaaS Companies

How To Be a B2B Marketer At Dreamforce 2016

If a B2B marketer is headed to Dreamforce 2016, how would they get the most out of their week in San Francisco? Which sessions, lounges, exhibits, and events would fit them best and yield the greatest knowledge impact?

As a B2B marketer at Dreamforce, here’s where you could go and what you should do. Don’t miss out on opportunities crafted specifically for the role you play in the business world.

Keep reading How To Be a B2B Marketer At Dreamforce 2016

4 Mistakes Paid Media Marketers Make When Calculating ROI...And How To Fix Them

With the right tools, the general concept of calculating the ROI of paid media is pretty simple.

A multi-touch attribution solution will tell you how much revenue is generated by paid media overall, as well as by specifics, like by campaigns, keywords, ads, etc. If your attribution solution has API integrations with the paid media channels, you can even pull in the cost data in the same place. If not, you can go to the paid media channels to get specific cost data and do the math in a spreadsheet. You can read more about calculating paid media ROI here.

In theory, it’s easy. But in practice, there are a lot of things that can get in the way of an accurate calculation -- especially if you're not using a centralized, multi-touch attribution solution. Here are 4 mistakes that paid media marketers make when calculating ROI, as well as what to look out for and how to fix them.

Keep reading 4 Mistakes Paid Media Marketers Make When Calculating ROI...And How To Fix Them

Using LinkedIn Ads? See How Your Performance Stacks Up [Benchmark Report]

As an attribution solution, we are in the unique position of having a rich database of marketing data that tells the story of how marketing efforts from all channels turn into varying levels of downstream results, from leads to revenue.

A couple months ago, we published the second annual AdWords Industry Benchmark Report, and in this report, we are sharing our data on LinkedIn Ads.

Keep reading Using LinkedIn Ads? See How Your Performance Stacks Up [Benchmark Report]

Multi-Touch Attribution, A Full User Debrief

Multi-touch attribution is a martech function of an advanced attribution solution. It’s a sure-fire method used to prove the value of a B2B marketing strategy in the form of down-funnel metrics that matter to the business -- opportunities and revenue. But multi-touch attribution is broad topic that spans a plethora of models, integrations, and strategies. Understanding the breadth and depth of this topic is no mean feat.

This is why we’ve written this full debrief that explains the details of multi-touch attribution to the letter. The models, methods, data, reporting, strategy, and results are all part of the process.

Keep reading Multi-Touch Attribution, A Full User Debrief
  New Call-to-action