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  • Return On Investment (ROI)

    Master Class Lesson

    In this lesson, you'll learn how to calculate ROI and ROMI (Return on Marketing Investment) and understand the many benefits associated with ROI metrics.

  • Tracking Marketing's Contribution

    Master Class Lesson

    Many organizations will assign marketing a quota much like a sales quota. Samantha shares a more powerful way to hold marketing accountable. In this lesson, you'll learn how to track activity, keep an eye on your efforts by channel, and an easy framework to use.

  • Key Steps for Measurement

    Master Class Lesson

    In this lesson, you'll learn about the three prongs of measurement: set goals, measure progress, and use the findings to inform decisions. And you'll learn the steps to ensure your reports include what your CFO wants to know.

  • Gathering and Interpreting Data

    Master Class Lesson

    In this lesson, discover why and how to create your reporting dashboard. We'll also cover common reporting sources, timing of reports, how visualization can help make the data easy to consume, and a few critical factors to ensure your CFO has the information they need.

  • Profit and Loss (P&L) Overview

    Master Class Lesson

    Profit and Loss, or a more familiar term P&L, will inform how much budget you can spend on marketing. In this lesson, you'll get a quick overview of what marketing should be looking at, the most valuable use of the P&L, and how you should be utilizing your P&L.

  • As the world shifts further toward a culture of technology following the tumultuous year of 2020, building a culture of trust is a difficult task for any brand. Show your customers they can trust you by focusing on these three things.

  • Marketers hear all the time that they should embrace personalization. But what does that mean? How exactly can you deliver more relevant and targeted messaging?

  • Are you paying enough attention to your customers' post-sale journey? Probably not. Now's the time to up your game, provide content your customers want, and build advocates for your brand. You need a customer-engagement strategy. Sponsored by Uberflip.

  • Sure, B2B buyers may be back, and budgets may be recovering, but buyer behavior has fundamentally changed. Adapt to altered buying behaviors by following these three tips.

  • The transformation to digital engagement from in-person selling has undoubtedly been a challenge. Seven executives from Fortune 1000 companies share their experiences of successfully shifting to digital customer engagement.

  • Most marketers plan to increase their ad spend in 2021 on digital channels, such as social media, search, and video, and either maintain or reduce their spend on traditional channels, such as television, according to Nielsen research.

  • To execute marketing strategy, marketers need to synchronize and coordinate—they need to orchestrate—a host of marketing processes. Your tech stack can either empower or undermine that effort. Here are five things you need to know.

  • Is your B2B e-commerce site getting the right amount of content in front of the right people? Too much content can backfire, but not enough is problematic as well. It's time to design an effective strategy for your content-powered commerce. Sponsored by Adobe Commerce.

  • If you're marketing a technology product or service, your content and messaging need to address topics that are trending with the developer and tech community. But how do you learn what's trending, and what's the best way to keep your marketing efforts on point and valuable to this audience? Sponsored by Stack Overflow.

  • Cold sales outreach has lost popularity with B2B marketers, but that doesn't mean the technique is obsolete: You just have to start by warming up your prospects first. Here's how, in five steps.

  • The tides are changing in the relationship between B2B organizations and their PR and marketing agencies. Market demands have shifted, and both sides of the client/agency relationship must adapt. Read this article for survey-based insights.

  • How can marketers successfully market to the C-suite? By making meaningful connections with personalized, immersive brand experiences on the most effective channels. Find out about those experiences and channels in this article.

  • Intent data collects the digital breadcrumbs that buyers leave behind as they progress on their digital buying journey. How can you integrate such valuable intent data into your marketing strategy? Find out.

  • Loni Stark, vice-president of strategy and product at Adobe, opens up about managing an enterprise team remotely and bringing your whole self to work, as well as how creative pursuits outside of work can improve on-the-job performance and satisfaction.

  • The pandemic has significantly changed the way B2B buyers and sellers do business. To adapt to the new B2B sales and marketing world, adopt these five strategies.