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The full effects of 2020 on marketing budgets in 2021 have yet to be felt, but it's safe to say marketers will have to focus more than ever on ROI. To ensure your marketing strategy gets peak returns this year, emphasize these three important areas. more
Are your marketing and finance teams at odds? It often appears that their goals lie at opposite ends of business strategy, but it doesn't have to be that way. For ways to improve your Marketing and Finance relationship, check out these three tips. more
Marketers say revenue attribution enables better decision-making and helps to align teams, according to recent research from Ascend2. more
What are your marketing metrics telling you? If you rely on standard measurement tactics, probably not much—especially about your sales. It's time to upgrade to advanced measurement strategies that directly align with business goals—and drive sales. more
With inaccurate, incomplete, or unenriched data, the campaigns you're running are akin to throwing darts—while blindfolded—in a crowded room. You might hit something, but likely not the growth target you were aiming for. In a digital era, here's what data hygiene can do for you. more
We've entered a new era of data privacy: Third-party cookies are being phased out, and marketers must look at other options for collecting data from customers. Zero-party data has obvious benefits. Here are the details. more
If your ad measurement depends on third-party cookies, you'll be facing profound changes within less than two years, as Web browsers phase them out. But cookies have their drawbacks, and this article argues that marketers will be better off without them. more
B2B marketers are attaining tangible results with ABM, and most who haven't started using it yet are planning to. And why not? It works. But your decision-makers clearly expect strong ROI. To find and fill capability gaps and prove the value of your ABM efforts, you must be able to ... more
If you want your website to rank high in Google searches and attract visitors and potential business, you need to be investing in SEO. And because many businesses don't invest in SEO at all, even a small amount of optimization can put you ahead of the competition. more![Six Key Metrics for Measuring Online Event Success [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/201008-infographic-lg.jpg)
When you hold an online event, getting through promoting and hosting it can feel like a big win. But you still need to know whether the event was a success with audiences and for your business. So, how can you tell? more
One of the biggest sources of friction between B2B demand generation and sales teams is attribution, which often results in finger-pointing and blame. But it doesn't have to be that way. more
As the demise of third-party cookies draws inexorably nearer, many marketers are growing concerned: How will they track and gather customer data online? But despite the handwringing, marketers can reap long-term benefits from the end of cookies. more
Who wouldn't be excited at the prospect of identifying what led to a customer's making a purchase decision? Though marketers continue to improve and refine the process, one challenge to truly meaningful insight remains: how to marry offline and online marketing attribution. more
Platform fatigue. IP targeting's limitations. Challenges of evaluating campaign performance. The impact of economic uncertainty. The disappearance of in-person events... B2B marketers are facing a host of unresolved issues and questions. Here are some answers. more
Customers say they are most likely to be motivated to take brand surveys if they are going to be rewarded for their opinions, according to recent research from DISQO. more
The definition of "employee advocacy" is straightforward: the promotion of an organization by its staff members. It's a low-cost, high-return way to increase brand awareness, drive engagement and attract talent. But can you show how that impact is related to business goals? more
As with any marketing undertaking, you need measures in place to track the effectiveness of your content marketing. So, whether you're focusing on SEO, lead generation, or thought leadership with your content, see which metrics you should track to monitor content marketing success. more
How do you access the analytics you need to measure your online marketing ROI effectively? You need the right tools. This article highlights five tools that provide insights into your marketing results. more
If your salespeople aren't effective presenters, they'll never achieve their full potential—even if they're good at selling. Which is why it's critical to understand and monitor this vital skill. Here's how to measure and evaluate sales presentation skills. more
Email marketing experts will urge you to follow the latest and greatest best-practices—from personalizing your content to segmenting to cleaning up your database. All that's well and good if you want to create optimized email campaigns. And who doesn't? But what if your metrics are off? more
You need to know what's being said online about you, your brand, your competition, your industry, and other topics you're interested in. At first, Google Alerts might seem the most obvious choice, but it's notoriously unreliable.You have options, though, including these 4 alternatives. more![Nine Key Sales Pipeline Metrics for Healthy Sales [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200414-infographic-lg.jpg)
Every salesperson wants a healthy pipeline, but many don't have a reliable way to take its temperature. Beyond just "healthy" or "dry," what do you need to look at to truly gauge the health of a sales pipeline? These nine important pipeline metrics. more
Most brands measure the success of transactional emails by looking at opens, clicks, or the delivery rate, according to recent research from SparkPost. more
You can't carry on launching marketing campaigns, creating content, and paying your team just because you think marketing efforts are affecting your sales in some positive way. You need data that tells you what's working and what isn't. Marketing analytics tools to the rescue. more
Big Data is taking over. Most of its seemingly obvious payoffs are mirages at best, or quicksand at worst, whereas others hold the potential for high returns. So, what are the keys to Big Data success? more
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