If you’re searching for good information on account-based marketing there are a variety of places to find it. One of those places is the ABM Innovation Summit, sponsored by Demandbase.
Topics: account based marketing
In the age of digital marketing, nothing beats face-to-face interaction. That’s why we want to see you at Marketo Summit 2018.
If you’re a B2B marketer, you know events and tradeshows offer a lot of value, not just as a lead driver, but as a way to meet partners, meet customers, and get your message out there. It’s always a lot to take in, so to get the most out of your Marketo Summit experience, consider doing some research on the sessions you want to attend, the booths you want to visit, and the fun experiences you want to have.
What are some of our suggestions you ask? Read below to find out.
Topics: marketo summit
There’s no better way to advance our careers than by learning from our peers. At Bizible our motto is, “Customer first, always,” and this means supporting our customers in the best ways we can. That’s why we launched Fast CMO magazine, it’s a way for us to add value for the senior marketing leaders we serve.
Fast CMO’s content is peer driven, based on interviews with successful CMOs and marketing executives. How do they get value? It’s indispensable to read how marketing leaders across different B2B categories are successfully driving growth.
Today’s marketing leaders are chasing big goals. They are managing growth engines, scaling proven marketing strategies, launching new programs, leading transformation, and managing up, down and sideways--they're also getting teams inspired and running smoothly.
That's a lot!
Topics: marketing management
Marketing teams need to be able to show measurable results for the marketing function to be seen as an investment. Influencing the customer journey and shortening sales cycles is one way to achieve this.
At Bizible we love measuring marketing performance, despite how difficult it can be working with data. Building reliable datasets and running analyses takes time and often comes with moments asking, “what exactly are we looking at?”
Over the past few months we’ve gathered some questions our customers are asking around measuring the business value of marketing. Through these questions we’ve come up with with three broad classes of B2B marketing metrics to help marketing operations focus in on the best metrics to generate from their marketing data.
The three classes are:
Customer journey metrics: Understanding the customer journey in terms of content preference and velocity
Go-to-market metrics: Understanding personas and the market you serve
Growth metrics: Understanding how much business value and growth is generated by marketing
In this post we’ll dive into each of these classes and provide examples of their associated metrics, and how to generate them using touchpoints data.
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