B2B Marketing Blog

Optimizing Marketing Channel Mix For Revenue And ROI

Finding the ideal marketing channel mix is a continuous challenge for demand generation directors. Where should you invest? And how often should you reassess where you are investing? What metrics should you be using to determine which channels get more investment?

According to the 2015 State of Pipeline Marketing Report, most B2B marketing organizations use more than 10 different channels. When you consider sub-channels (e.g. LinkedIn is a sub-channel of Social), too, that can make finding the best mix difficult.

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Topics: revenue attribution

How We Track Revenue From Our Blog In Salesforce

According to Hubspot’s 2014 annual State of Inbound Report, blogging delivers the most substantial impact out of all marketing tactics. Blogging gets companies “found” and marketers who prioritize blogging are 13 times more likely to enjoy positive ROI.

Positive ROI? We decided to give it a try, and really invest in our blog.

First, we had to decide how to measure performance. In addition to standard blog metrics such as pageviews and shares, we decided to measure revenue, a key metric for SaaS startups.

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Topics: salesforce, revenue 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:

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

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