Pipeline Marketing Blog

6 Reasons CMOs Are Paying Closer Attention To Marketing Attribution In 2017

Michelle Huff, CMO at Act-On Software, started her tenure nearly a year ago and shortly thereafter reviewed the entire marketing technology stack to ensure that Act-On was realizing the value of each technology. 

Keep reading 6 Reasons CMOs Are Paying Closer Attention To Marketing Attribution In 2017

Topics: marketing attribution

5 Reasons Mastering Marketing Attribution Helps You Become A Better Business Leader

What was a bestseller, reaching 10,000 copies sold per year, in colonial America? Answer: Ben Franklin’s “Poor Richard’s Almanac.” This publication was essentially a variety show filled with poetry, weather forecasts, household hints, and historical tidbits.

The readers enjoyed proverbs Benjamin Franklin created from Native American tradition and common legends of his day. These proverbs rock, but none of them have an explicit marketing connection.

And we’ve yet to read a business maxim that includes mention of marketing attribution. So let’s change that.

Business maxims and proverbs are memorable because they are short and, sometimes, profound. So we found five “Harvard Business Review” worthy business maxims about becoming a better leader.

Beware, we made some modifications to add some marketing attribution flavor.

Keep reading 5 Reasons Mastering Marketing Attribution Helps You Become A Better Business Leader

Topics: marketing attribution

How To Increase Enrollment: Marketing Attribution For Higher Education

Educational institutions compete like all other businesses. The only difference is what they compete for.

From revenue to prestige, educational institutions have a variety of goals to reach. What you may not know is how important marketing attribution metrics matter to recruitment and enrollment success. Marketing attribution data helps enrollment managers understand how to grow by recruiting the best students.

In this post, we’ll discuss how marketing attribution helps marketers and enrollment managers understand how to increase their admit-to-enrollment numbers. In other words, understand the levers that influence students to make the final hurdle in the recruitment process: deciding to enroll.

Keep reading How To Increase Enrollment: Marketing Attribution For Higher Education

Topics: marketing attribution, higher education

When Do Marketers Decide To Implement Marketing Attribution? What The Data Tells Us

When do marketers start investing in marketing attribution?

This is a question I’m curious of because at a certain point, marketing attribution transforms from nice-to-have to need-to-have. At a certain stage, marketers decide they need to observe the connection between marketing and sales.

They want to learn what marketing spend is having the biggest impact on the bottom line. But when do marketers begin solving this problem and implementing marketing attribution?

In this post, we explore the factors that may influence when the light bulb goes off and companies decide to implement marketing attribution models.

Keep reading When Do Marketers Decide To Implement Marketing Attribution? What The Data Tells Us

Topics: marketing attribution

5 Questions B2B CMO's Should Answer To Yield Exceptional Marketing ROI

When it comes to measuring marketing ROI there are several approaches.

Despite having endless metrics and calculations, we’ve boiled it down to the most important questions B2B CMO's should ask.

By answering the following 5 questions, B2B marketing leaders can identify successful campaigns, troublespots in the funnel, optimization opportunities, and of course marketing ROI.

These are the questions we'll be covering: 

  • What’s the Short Term Marketing ROI vs. Long Term ROI?

  • What’s the customer acquisition cost?

  • How much revenue are we generating?

  • Which campaigns are driving growth?

  • Where do conversions happen?

This article is for marketers who think about marketing ROI in all its mystery.

Keep reading 5 Questions B2B CMO's Should Answer To Yield Exceptional Marketing ROI

Topics: roi, marketing attribution, marketing operations

[Video] 5 Tips for Cracking B2B Attribution In 2015

This post is a recap of our webinar on B2B marketing attribution. To watch the full webinar skip to video recording at the end.

Most of the discussion on marketing attribution modeling focuses heavily on single touch modeling and its flaws, but few offer real answers on alternatives. We’re here to change that.

Keep reading [Video] 5 Tips for Cracking B2B Attribution In 2015

Topics: marketing attribution, B2B Marketing

Multi-touch Attribution Concepts and Models

In a previous post, I wrote about some research we explored in our newest guide, Multi-touch Attribution for Companies with Sales Teams. In this post, let’s look at a few common and advanced attribution models and concepts so you can make the most of the research and implement a b2b marketing attribution model in your organization. But first, why should you consider multi-touch revenue attribution? Simply, it can:

Keep reading Multi-touch Attribution Concepts and Models

Topics: multi-touch attribution, revenue attribution, attribution models, attribution concept, marketing attribution

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