Pipeline Marketing Blog

Best Practices for Revenue Ops: Data & Analytics

As data plays an ever-increasing role in today’s B2B organizations, both marketing and sales operations professionals are in position to solidify their place as critical revenue drivers.

As outlined in the ebook, The Rise of Revenue Ops, there are four key pillars to revenue ops: Management & Strategy, Process Optimization, Technology & Project Management, and Data & Analytics. In this article, we’ll focus on best practices for the fourth pillar, Data & Analytics.

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B2B Marketing Experience: The Case For and Against Gated Content

Gated content—ebooks, reports, and other downloads hidden behind a form—has long been a part of the B2B playbook. If you’re going to take the time and effort to put together a great PDF download, you should be getting something of value (contact information) in return, right? ...Right?

The argument for and against gated content has been going for years, with pendulum-like shifts in marketers’ attitudes and beliefs. So why are we taking a look at this now? What’s stopping this article from merely reflecting the current whims that may change in the near future?

Keep reading B2B Marketing Experience: The Case For and Against Gated Content

13 Diverse Ways B2B Marketers Do Marketing Measurement [DATA]

You’d think there were only a handful of metrics that serve as the primary indicator of success for marketing teams. There are dozens of leading indicators but only a few primary indicators such as revenue and pipeline generated, right?

Not necessarily. According to Bizible’s survey of over 300 B2B marketers There were roughly 12 different metrics submitted by survey takers when asked, “What’ do you use as the primary metric to judge success?”

To better understand how marketers do marketing measurement we first review the variety of metrics reported and then dive deeper to explore why marketers choose these metrics.

Keep reading 13 Diverse Ways B2B Marketers Do Marketing Measurement [DATA]

Topics: marketing measurement, marketing performance management

Are You Measuring Event Marketing The Right Way?

For many B2B marketing departments, event marketing takes up a significant portion of the budget. According to the State of Pipeline Marketing Report 2016, 72.2% of B2B marketers invest in conferences and/or tradeshows, the sixth most commonly used channel.

While events can be highly effective opportunities, they pose a measurement challenge for many marketers. Digital channels are fairly easy to track. As prospects come to your website, they leave a digital footprint which allows marketers to understand their behavior—where they came from, what pages they visited, and if they filled out any forms. This information is critical for measurement and, more specifically, for attribution.

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[White Paper] Best Practices for B2B Marketing Attribution in 2017 and Beyond

Several recent reports have found that a significant amount of B2B marketers are currently taking a hard look at attribution. Whether they’re looking to implement attribution for the first time or looking to upgrade their attribution solution, it’s a critical area of research.

According to the State of Pipeline Marketing Report 2016 which was published in November, 30.2% of B2B marketers reported that they were planning on changing their attribution model in the next 6 months and a further 42.4% said that they were unsure. AdRoll’s State of Performance Marketing 2017 confirms this sentiment, finding that 57% of marketers are changing their attribution model this year. They are even declaring 2017 “the REAL year of attribution.”

Keep reading [White Paper] Best Practices for B2B Marketing Attribution in 2017 and Beyond

Topics: attribution

9 Ways B2B Analytics Can Optimize Marketing Strategies

Attempting B2B marketing optimizations without accurate analytics is like flying blind. But which B2B analytics platforms are best equipped for certain types of measurement? And especially when a marketer is focused on down-funnel results, which optimization practices can help to achieve those revenue goals and KPIs?

We’ll discuss nine methods that B2B analytics can be used to optimize marketing strategies. All of these optimizations rely on accurate, granular data that serves to educate marketers’ decision-making practices.

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The Metrics that Matter: A Video Interview with Demandbase

Marketers have been reporting on top of the funnel metrics, when they should be reporting on deal size, funnel velocity and pipeline generation, says Demandbase CMO Peter Isaacson.

We interviewed the CMO, along with Director of Marketing Operations, Nani Jansen and Director of ABM Strategy, John Dering about the metrics that matter and why marketers should be reporting on revenue.

Keep reading The Metrics that Matter: A Video Interview with Demandbase

Kickstart Your Marketo Summit Experience

As we get closer to Marketo Summit, our planning intensifies, both as sponsors of the conference and as attendees. Even though we’re still many weeks away, the conference is at the forefront of our minds.

Going to the Summit in San Francisco for several days isn’t cheap, so attendees are well-served doing prep work well in advance in order to take advantage of all of the opportunities and squeeze as much value as they can out of being there.

Keep reading Kickstart Your Marketo Summit Experience

Measuring the Customer Journey from Leads to Revenue

Attracting high quality leads at the top of the funnel, that turn into closed deals at the bottom of the funnel is the ultimate goal for every B2B company. But how do you get there?

We recently hosted a webinar with Nick Ezzo, VP of Demand Generation at Host Analytics and Sudhir Kaushik, the VP of Product at Captora, for their thoughts on executing marketing campaigns that turn into revenue.

Keep reading Measuring the Customer Journey from Leads to Revenue

Matrix of 31 Marketing Funnel Metrics [Infographic]

Marketing funnel metrics are always at the forefront of a B2B marketer’s mind. We’re constantly looking at conversion rates, cost data, social shares, open rates, and click-throughs -- just to name a few. While different teams focus on different metrics (because we’re all running different marketing strategies), how do all of these metrics compare to each other?

Take a look at this matrix of 31 marketing funnel metrics to see which ones your team uses, as well as which ones would be worth adding to your reports. The matrix also shows which buyer journey stages the metrics measure, the type of data the metric produces, and the martech solution(s) responsible for generating the metric.

Keep reading Matrix of 31 Marketing Funnel Metrics [Infographic]
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