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.
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.
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.
Topics: marketing attribution
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.
Marketing operations (MO) is the unsung hero when it comes to enabling marketing teams to execute their campaigns and programs.
Marketing operations enable marketing teams to run smoothly by creating data processes, managing data and data vendors, and doing analyses to enable marketing teams to operate smoothly. It’s a lot like engine oil, crucial in allowing the car to run smoothly, but often unseen by the drivers.
Marketing leaders know the importance of a capable marketing operations team, so it’s important to assess current capabilities and put together a plan for expanding those capabilities.
In this post we review a framework by SiriusDecisions to help marketers put their current marketing operations capabilities in perspective.
Topics: marketing operations
Doing a cohort analysis is a great reporting tactic to better understand the influence of marketing. A cohort analysis is a broad term that refers to selecting a group of people and understanding what happened after an intervention, or after a designated period of time. In this case, the intervention is marketing, and we are studying whether marketing campaigns influence a group of leads.
The question our customers often ask is: How many opportunities were generated from a cohort of leads? In other words, we've generated leads, we've done some marketing, now what were the results?
In this post we’ll answer this type of question by using cohort analysis with Bizible.
Topics: marketing performance management
If you haven’t listened yet, Analytics Today is a marketing podcast focused on technology, big data, and digital marketing. It's hosted by Jeremy Roberts, Senior Director of Marketing at Claimatic, and Sameer Khan, Director of Marketing Operations & Analytics at Alert Logic. Combined they bring a diverse set of skills and experiences that make their podcast relevant to digital marketers who want to stay up to date on the latest trends.
Topics: marketing attribution
We recently published our first issue of Fast CMO magazine and in doing so learned a great deal about how today’s B2B CMOs approach marketing planning. Fast CMO magazine is a compilation of interview stories featuring marketing executives from B2B companies.
Topics: Fast CMO
Sales velocity is a metric typically used by sales leaders to understand the overall performance of their sales process. It’s a measure of productivity, i.e. amount of money being generated over time.
In September 2017 we launched Fast CMO magazine, a B2B marketing management publication that lets readers meet marketing executives and learn how they run marketing.
It’s often difficult to meet and gain someone’s perspective on a topic we care about. It’s also difficult to have that perspective communicated clearly and concisely. We live in a fast pace world and content that’s on-demand allows us to consume educational content at our leisure.
That’s why we published Fast CMO magazine. It’s a collection of focused interviews with marketing executives on topics related to running marketing. It’s also a way for us to meet successful marketers.