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  • Three Event-Marketing Trends to Drive Business and Keep Attendees Safe in a COVID Era

    Article

    CONTENT TYPE: Article | TOPIC: Event Marketing

    How are marketers keeping their events relevant and engaging in the mostly virtual world of the COVID pandemic? Three major trends are emerging—and here's how to take advantage of them successfully.

  • The Biggest Benefits of Marketing Revenue Attribution

    Chart

    CONTENT TYPE: Chart | TOPIC: Measurement & Analytics

    Marketers say revenue attribution enables better decision-making and helps to align teams, according to recent research from Ascend2.

  • Advanced Measurement Strategies: Metrics That Actually Matter

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    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.

  • The ROI Dilemma Marketers Face With Programmatic Advertising

    Chart

    CONTENT TYPE: Chart | TOPIC: Measurement & Analytics

    Marketers say they face a key measurement dilemma with programmatic advertising: Their bosses want a clear sense of how media is performing, but it's often difficult to report ROI with accuracy.

  • Zero-Party Data: What It Is and Why Marketers Should Care

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Measurement & Analytics

    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.

  • The Silver Lining to the Death of the Cookie: Better Measurement

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    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.

  • Smoking Brisket and the Customer Experience: Art and Science With Christian Selchau-Hansen on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Customer Experience

    Christian Selchau-Hansen, CEO and co-founder at Formation.ai, talks about smoking meat, brand loyalty, the price of brisket in Ireland, customer experience, data collection, and much more! Tune in and learn how to build a loyal following through a four-step process.

  • Measurement Matters: How to Get More From Account-Based Marketing

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Account-Based Marketing

    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 measure.

  • Six Key Metrics for Measuring Online Event Success [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics

    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?

  • How to Improve Marketing Attribution Without Burdening Your Sales Team

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    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.

  • A Guide to Effectively Qualifying B2B Leads [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics

    Effective lead qualification—the process of scoring prospects to determine how well they fit the profile of a valuable customer likely to convert—can deliver a big payoff for B2B firms.

  • Analytics on the Edge: Lessons in Transforming Data's Impact [B2B Backstage]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Marketing Strategy

    Discover a new, more effective way to analyze your data in this B2B Backstage keynote with Avinash Kaushik, digital evangelist for Google.

  • How Marketers Can Protect Their Online Ad Dollars From Fraud

    Article

    CONTENT TYPE: Article | TOPIC: Advertising & Promotions

    As more businesses increase their digital advertising efforts, fraudsters, scammers, and bots lie in wait. Some marketers are aware of the looming threats, but many aren't. The good news is that telltale signs of ad fraud can be spotted.

  • Chin up, Marketers: The Demise of Third-Party Cookies Isn't All Bad

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    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.

  • How to Marry Offline and Online Attribution Data for a 360 View in Google Analytics

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    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.

  • How B2B Marketers Can Absorb and Apply Data Effectively: Six Questions Answered

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    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.

  • Moneyball for Marketing: The Art of Winning an Unfair Game [B2B Backstage]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Marketing Strategy

    You may not be in the baseball business, but there's a lot you can learn about marketing from Oakland Athletics VP of Operations and former General Manager, Billy Beane. This webinar is no longer available, but you can get a taste of what you missed by watching the after show on-demand.

  • Programmatic Advertising Trends: Top Tactics, Challenges, and Metrics

    Chart

    CONTENT TYPE: Chart | TOPIC: Advertising & Promotions

    Marketers say audience targeting is both the most effective programmatic advertising tactic and the most difficult to execute, according to recent research from Ascend2.

  • Five Measures for Proving the ROI of Your Employee Advocacy Efforts

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    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?

  • 10 Tips for Automating Marketing Reports

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Automating marketing reports can save tons of time and reduce errors. These 10 tips will help you think through the process of automating your reports. You'll make the right decisions about whom and what to include and demonstrate the value of your work.