B2B Marketing Blog

The Budgeting and Planning Maturity Model For B2B Marketers Explained

At large organizations there are numerous responsibilities, ownership areas, and processes in place that make it difficult to identify opportunities to improve operations. It’s also difficult to prioritize which areas to improve or optimize first.

Keep reading The Budgeting and Planning Maturity Model For B2B Marketers Explained

Topics: marketing planning, revenue planning

Introducing The B2B Marketing Attribution Maturity Framework

At Bizible we often get asked, “What are the levels or phases of marketing attribution?”

Because we’re the #1 B2B marketing attribution provider, we’ve been able to look across our customer base and a number of reports from SiriusDecisions. The result is the creation of the following maturity model.

Measuring revenue at any organization is incredibly important. You’ll make better decisions about your marketing, secure a seat at the revenue table with sales and the CEO, and grow the company faster.

Keep reading Introducing The B2B Marketing Attribution Maturity Framework

Topics: marketing attribution

5 Steps for Better Marketing Planning: A CMO Blueprint

The B2B industry is beginning to see a new seat at the C-suite table-- Chief Revenue Officer. More often than not, Sales owns the role and Marketing reports into it. If you’re a CMO and you don’t want to end up reporting to a sales-grown CRO, here’s what you can do.

It starts with revenue.

Historically, Sales shows dollar signs while Marketing shows engagement metrics. For Marketing to receive the credit it deserves, it has to start reporting on revenue.

Here are 5 steps CMOs can follow for better marketing planning based on revenue.

Keep reading 5 Steps for Better Marketing Planning: A CMO Blueprint

Unveiling the First Salary Benchmarks Report for Marketing Operations

In addition to being a VP of Marketing at Bizible, I am incredibly passionate about marketing operations. So this year I founded a trade association and community dedicated to the marketing operations role.

The mission of MarketingOps.com is to educate and support the marketing operations profession, which is why I’m excited to release the first ever Marketing Operations Salary Benchmark report. It's a survey of our members.

Salary benchmark reports can be incredibly powerful, especially for new roles where benchmarking tools (used by your HR department) may be bucketing related roles together or ignoring marketing operations altogether.

Keep reading Unveiling the First Salary Benchmarks Report for Marketing Operations

Topics: marketing operations

How To Analyze Web Session Data In B2B Marketing

Marketers have access to endless numbers of web metrics such as time on page, pageview counts, and bounce rates. But choosing metrics that should be reported on a regular basis can be difficult. This is often the case with web session data.

In this blog post we’ll discuss how B2B marketers can make the most out of web session data. We’ll cover what web session data is and using it to improve revenue generation in your digital marketing efforts.

Keep reading How To Analyze Web Session Data In B2B Marketing

Topics: Marketing Analytics, marketing metrics

Marketing Gone Global: How To Strategize for an International Enterprise [CMO Interview]

The first issue of the Fast CMO magazine featured an interview with Yaffa Cohen-Ifrah, CMO and Head of Corporate Communications at Sapiens, a leading global provider of software solutions for the insurance industry. As she leads the marketing efforts of an international enterprise, Yaffa Cohen-Ifrah shares how she and her team plan their strategies for marketing their solutions across the globe.

Keep reading Marketing Gone Global: How To Strategize for an International Enterprise [CMO Interview]

The Complete Guide To Multi-Channel Attribution Models

In this post we review multi-channel attribution, reviewing the attribution capabilities and methods available through different technologies. We’ll also discuss how to evaluate which multi-channel attribution model is best for your organization.

Keep reading The Complete Guide To Multi-Channel Attribution Models

Topics: marketing attribution

Forget Trends. Forget Buzzwords. Marketers Need ONE Thing to be Successful

Marketers are constantly inundated with new tips and tricks that will help them be successful. It seems like every year there is a new trend that infiltrates the conversation at networking events, conferences, in blog posts and in marketing meetings.

Keep reading Forget Trends. Forget Buzzwords. Marketers Need ONE Thing to be Successful

The 5 Types Of Direct Mail Campaigns In B2B Marketing

B2B direct mail seems to be the hottest marketing channel this year. Direct mail has been effective at Bizible and I suspect it will continue to be effective for a long time coming.

Keep reading The 5 Types Of Direct Mail Campaigns In B2B Marketing

Topics: account based marketing, account based demand

How To Align Your Marketing Budget With Your Reporting Dashboard

Marketing budgets and dashboards are typically managed and operated separately. Budget exercises happen annually and dashboards are put together or updated as needed, such as before a board meeting.

Marketers typically keep separate the management of marketing budget and the management of dashboards. However, these two should be tied closely together. Outcomes in your marketing dashboards should tie directly to the outcomes tied to your marketing budget. After all, getting budget is getting commitment that marketing will reach a pre-defined goal.

In this post we discuss a SiriusDecisions method for creating marketing budgets. We then discuss how to make sure your marketing dashboards speak to the goals you set out to achieve during the budget planning excercise.

Keep reading How To Align Your Marketing Budget With Your Reporting Dashboard

Topics: marketing planning, marketing budgets

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