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  • Digital marketing has moved toward strategies that provide quantifiable returns on spending. But B2B companies have long sales cycles, and Google Analytics alone is not sufficient to determine attribution and ROI. You need closed-loop analytics.

  • Are we doing ABM wrong? We align our account-based marketing efforts with target accounts that fit certain firmographics, but maybe we should first be finding out what they actually want. Learn more in this article.

  • Differences abound between Google's Universal Analytics and the recently announced Google Analytics 4. How can marketers make the best use of the new version to inform their decisions? Find out here.

  • Choices in marketing automation are plenty, and it might seem you have to choose between several best-of-breed platforms or a single all-in-one solution. But, surprise: you can have both.

  • A good product content strategy requires technology that can integrate production, storage, and management, as well as analyze data to deliver relevant customer experiences. Are you using the right tools?

  • To be competitive today, marketing leaders need agile, flexible martech platforms that scale and bring context to the data their businesses need. Find out more.

  • Google has done ad tech a service by retiring third-party cookies. Let's bid adieu to the outdated cookie (good riddance!) and embrace better digital marketing.

  • 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.

  • 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.

  • 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.

  • Google's responsive search ads (RSAs) enable advertisers to create multiple copy options and then let machine-learning and AI determine the best-performing combinations. How can marketers make the most of this powerful format?

  • Marketing automation technology is no longer a luxury; it's a necessity for companies to operate efficiently. From improved customer experience to increased visibility, here are some of the many advantages to using AI and automation.

  • The death of the third-party cookie is looming, and ad tech experts interviewed here are focused on data and privacy issues for 2021, as well as multichannel and cross-format advertising. Read what they had to say.

  • What is CDP? Customer data platforms are not new, but they've begun taking center stage. And for good reason: Businesses that use CDPs improve email and other marketing results as a result of improved data quality. Read more to find out more.

  • Technology is transforming selling. For example, 55% of sales data entry was eliminated in 2020 by automation, and 79% of sales teams currently use or are planning to use sales analytics to improve efficiency.

  • More than half of sales leaders say the failings of their customer relationship management (CRM) platform are leading to lost revenue opportunities, according to recent research.

  • A lot of ABM strategies may look great on paper—but they're worthless if you can't implement them to drive growth or you can't measure their success. It's time to do the important work of operationalizing your ABM program—and actually reap the benefits of ABM. Sponsored by Drift.

  • Digital communication is more important than ever, but many marketers are still wondering how to effectively handle engagement tactics and customer experiences in the virtual world. While forming your strategy, keep these five tips in mind.

  • The COVID-19 pandemic led IT buyers to spend more time learning about tech solutions last year and also led more buyers to rely on webinars while researching, according to a recent report.

  • A unified data strategy is incredibly important for companies seeking to improve their marketing efficiency, data quality, and customer journey. Here are five insights and recommended actions than can help.