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  • Data Troubles: What If You're Trying, But You Still Don't Know Much About Your Customers

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    Everyone in your company is working hard to understand how customers think. But what if all that effort and all the investments in customer platforms, your understanding of your customer is only marginally better. Detailed customer insight can be hard to come by. Here's the likeliest cause of that problem.

  • 10 of the Best Social Media Monitoring Tools for Every Business

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    Social media long ago became the place where people voice their opinions on everything, including your brand and products. Also about company leaders, like your CEO or CMO. Which is why social media monitoring exists. But Google Alerts isn't nearly enough. Instead, here are 10 tools that work well.

  • Customer Satisfaction Surveys: Questions You Can Ask [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics

    Acquiring new customers is hard. Keeping those customers is less hard—if you listen to them about their needs and wants and preferences. Which is why customer satisfaction surveys are so important. What can you ask about in your customer satisfaction surveys?

  • The New Conversion Marketing Is Killing Your Old Funnels. Embrace It.

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Measurement & Analytics

    We need to ditch our old conversion funnels and tactics for one obvious reason: Consumers have become smarter than our old methods of converting them. And we need to change our conversion-marketing playbook accordingly. Here are two key ways to do that.

  • Content Marketing Has Become Risky Business: How to Win in a Data-Driven World

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Although the concept of delivering quality content to educate and build trust with customers is a sound one, actually executing on that idea—in a way that serves both the customer and the marketer—has never been more difficult. But content marketing can—and will—be saved. Here's how.

  • How to Perform a Content Audit That Skyrockets Your Organic Traffic

    Article

    CONTENT TYPE: Article | TOPIC: SEO

    If your website or blog has an abundance of posts and pages that aren't search-engine optimized, you should be thinking about doing a content audit to improve SEO. Here's a six-step content audit and optimization process that will markedly improve organic traffic to your site.

  • Five Website Conversion Principles That Will Increase Your Lead Volume

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Buyers are becoming increasingly fussier. Without a delightful and error-free experience with your brand or website, it's likely you're losing out on conversions, leads, and clients. These five conversion rate optimization (CRO) principles will increase lead volume and help you surpass your targets.

  • The Five Most Effective Applications of AI for Marketing: Christopher S. Penn on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Martech

    John J. Wall of Marketing Over Coffee takes over the Marketing Smarts podcast for April Fools and interviews Christopher S. Penn about artificial intelligence and machine-learning for marketing.

  • Five Reasons Every B2B Marketer Should Make the Switch to Google Tag Manager

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    If you're a B2B marketer, you're obsessed with customers' data about their buyer journeys. You want to know how often people visit your webpages, how long they stay, when they leave, what content is getting the most conversions... So if you don't use Google Tag Manager yet, it's time to get up to speed.

  • How Effective Is Your Brand on Social Media? Here's How You Can Measure That.

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    Is social media helping us reach potential customers? After all, we're sweating blood to create social media content and investing in ad campaigns to help our content gain more visibility. Is all of that delivering business results? We should find out.

  • Effective Measurement of ABM Depends on These Four Steps

    Article

    CONTENT TYPE: Article | TOPIC: Account-Based Marketing

    Before you can even start to measure the success of your ABM efforts, you've got to make sure four critical foundational components are in place. Here they are, along with how to set them up.

  • Your Giant Email Marketing Statistics Guide [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Email Marketing

    Email: the rock-solid, time-and-customer-tested, Marketing-approved way to keep your customers coming back for more. And here are the stats to prove it--and help you be a better email marketer. So check out this epic compendium of email-related statistics from 40+ sources.

  • The Marketing Metrics That Matter to the Bottom Line

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Marketers must stand out: not as the people who make things look pretty, but as the people who drive tangible value for their organization. These metrics can help prove that marketers are indispensable for growing any business.

  • How to Perform a Detailed SERP Analysis to Find Low-Difficulty Keywords

    Article

    CONTENT TYPE: Article | TOPIC: SEO

    If you're struggling to drive traffic through search engines because your high-quality content is ending up on the third or fourth page of Google SERPs, this guide will show you how to identify the keywords you could be ranking for. Let's find the keywords you can be realistically competing for right now.

  • How Content Intelligence Can Empower Your Business [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics

    You can produce all the content you want, but if you're not gathering intelligence about that content—such as who is consuming it, when and how it's being consumed, and whether it's making an impact—then what's the point? Here are tips and tools to help you unlock the power of content intelligence.

  • Data-Driven Marketing: How (and Why) to Move From Siloed Reporting to Data Ownership

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Being data-driven is a top priority for most marketers—because they understand its vital importance to achieving marketing success. And every great data-driven marketing program rests on a foundation of data integrity and data ownership. Consider these nine tips to help you lay that foundation in your organization.

  • How to Measure Your Social Media Marketing Campaigns: Six Sets of Useful Metrics

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Despite understanding the value of social media marketing, many businesses are hesitant to engage in it—mostly because they think it's difficult to measure. It doesn't have to be. Here are some ways you can easily measure the success of your social media marketing campaigns.

  • 2018 Year-end Episode of Marketing Smarts: What Marketers Need to Know for 2019 [VIDEO]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    21 industry stars, 21 pieces of valuable advice for you to up your marketing game in the new year: don't miss this special yearend video episode of the Marketing Smarts podcast!

  • Four Steps to Ensure Your Email Campaigns Work

    Article

    CONTENT TYPE: Article | TOPIC: Email Marketing

    A common fallacy regarding email programs is that once you set them up, they are self-sustaining. That couldn't be farther from the truth. Make sure your email campaigns actually work as you'd like them to. Take these four steps.

  • How to Use Your Marketing Analytics Smartly

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Knowing how to collect, read, and use your analytics can mean better customers and higher retention rates. Here are four key steps to put your analytics to work for you.