Since our founding in 2000, we've produced tens of thousands of marketing resources. (So many that even our editors have a hard time keeping up!) That's why we've set up our resource page so you can search, refine, and find exactly what you're looking for. Start by filtering our full library to make your results more relevant. Or, enter a search term first to pinpoint just what you need.
CONTENT TYPE: Article | TOPIC: Metrics & Measurement
Advanced tools powered by Big Data and machine-learning have improved the science of marketing analytics, but there are ways to analyze data and calculate ad strategies using only a spreadsheet. This article explains how.
CONTENT TYPE: Infographic | TOPIC: Metrics & Measurement
How can you ensure you're getting a full view of your LinkedIn ad campaign performance and gaining the insights you need to make valuable optimizations?
CONTENT TYPE: Article | TOPIC: Management
The popularity of Agile Marketing is growing, and it's easy to see why: When plans are turned upside down by a black swan event, marketers are naturally drawn to an approach that lets them change course quickly. Here are three tips for adopting Agile methods.
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.
CONTENT TYPE: Article | TOPIC: Events
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.
CONTENT TYPE: Chart | TOPIC: Metrics & Measurement
Marketers say revenue attribution enables better decision-making and helps to align teams, according to recent research from Ascend2.
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.
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.
CONTENT TYPE: Sponsored Article | TOPIC: Metrics & Measurement
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.
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.
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.
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.
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?
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.
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.
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.
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.
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.
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.
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.
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