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CONTENT TYPE: Article | TOPIC: Account-Based Marketing

Technology has made account-based marketing more feasible than ever, but you can't get by on tech alone. Here's how to combine the emotional side of brand-building with the personalization of demand gen to create marketing messages that will truly resonate.

CONTENT TYPE: Article | TOPIC: None

This week, the Lenskold Group and MarketingProfs released results of our new survey on marketing accountability, measurements, and ROI. The 2007 Marketing ROI and Measurements Study focuses on the difference between companies using profitability metrics and those using traditional marketing metrics with no financial metrics. Among other findings, the research clearly shows that companies using profitability metrics for at least some of their marketing campaigns have an advantage in outgrowing competitors and earning the confidence of their CEOs and CFOs.

CONTENT TYPE: Article | TOPIC: None

Driving sales is what B2B marketing is all about. Although the precise roles and responsibilities of Marketing may differ from company to company, your marching orders are the same: Help Sales produce more with less. All marketers want to know best practices and share experiences about driving sales. Here are 25 metrics you should select from to prove marketing drives sales... and to track progress.

CONTENT TYPE: Article | TOPIC: None

Think marketing automation platforms are just a way to make your marketing organizations more efficient? Wrong. These systems—if used properly—can do wonders for your interactions with prospects and customers.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

The relationship between Sales and Marketing at most B2B companies has often been dysfunctional, even though coordinating the efforts of the two departments can have a big impact on the company's bottom line.

CONTENT TYPE: Article | TOPIC: Account-Based Marketing

Financial services companies are essential, but the industry has faced many setbacks in recent years. Using account intelligence, those organizations can take back control.

CONTENT TYPE: Article | TOPIC: Branding

Companies are fighting to survive, and Marketing needs to be more than a cost center. Although it's easy to preach about the value of brand marketing, the rubber needs to meet the road in practical execution and deliver tangible results.

CONTENT TYPE: Article | TOPIC: None

A lot of marketing organizations today think that they are on the path to greater insight because they now have analytics technology. The reality is that it takes a significant investment in four foundational areas to ensure analytics success. Here's a look at each area.

CONTENT TYPE: Article | TOPIC: Account-Based Marketing

These are some of the most common and costly mistakes that marketers make when adopting, implementing, and executing ABM. But you can avoid making these 7 mistakes. Here's how.

CONTENT TYPE: Article | TOPIC: Marketing Management

The way marketing and sales are done is changing—fast. Harnessing the unique skills of Marketing and Sales for a common purpose can help you get ahead of the curve. Here's how.

CONTENT TYPE: Article | TOPIC: Measurement & Analytics

Unlock the potential of your sales and marketing teams with key smarketing metrics. Discover how alignment can propel your business forward. Learn more now.

CONTENT TYPE: Article | TOPIC: None

Sales and marketing best-practices are universally desirable—but, too often, elusive. Here are seven solid best-practices that address the misalignment between Sales and Marketing and help increase sales.

CONTENT TYPE: Article | TOPIC: None

Marketers responsible for lead generation are all too familiar with some common challenges—getting closed-loop feedback from the sales organization, measuring marketing effectiveness beyond just lead quantity and cost per lead, and building strong alignment with the sales organization. As presented in the MarketingProfs' research report, "B-to-B Lead Generation: Marketing ROI and Performance Evaluation Study," effective lead-generation marketing is very much tied to overcoming these challenges to prioritize lead quality over lead quantity.

CONTENT TYPE: Article | TOPIC: None

How do you know whether your lead-generation program is working and delivering a good ROI for the company? You may be doing some lead tracking to understand conversion rates and customer profitability, which is great. But the sales team will inevitably let Marketing know that (1) Marketing was just a small step in closing the sale so the sales team deserves the credit; (2) the sales team would have found and closed those leads anyway, so there is no incremental value; or (3) the leads are fine, but there is just never enough. We need reliable measurements to both prove and improve our marketing effectiveness.

CONTENT TYPE: Article | TOPIC: None

Marketing automation—one of the new buzzwords in marketing—bridges the gap between lead generation and the sales force. Its goal is to improve Sales and Marketing alignment by passing over only sales-ready leads. There are really good reasons why you should be interested in marketing automation. There are really bad ones, too.

CONTENT TYPE: Article | TOPIC: Advertising & Promotions

Much like the three unwavering rules of success in real estate—location, location, location—the world of digital out-of-home (DOOH) advertising has its own triad of rules for success: quality, quality, quality. Just follow these three guiding principles.