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  • The Five Key Metrics Every CMO Should Be Tracking [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics

    Which metrics should CMOs be following closely? This infographic covers the five they should be tracking: return on investment, customer acquisition cost, conversion rates, customer lifetime value, and social media reach and engagement.

  • Optimize Your Marketing Spend With First-Party Data

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Advertising & Promotions

    Third-party cookies will soon go extinct. Discover how to instead harness the power of first-party data to create personalized user experiences that convert more leads, optimize your marketing spend, and drive higher ROI. Sponsored by Drift.

  • Why Event Organizers Are Ditching Vanity Metrics—And Choosing These Metrics Instead

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    The virtual events of the pandemic have had long-lasting effects on event marketing: namely, the metrics marketers use to track their success. It's now much less about registrations and more about metrics that actually matter.

  • Top 5 Marketing Agency Metrics to Measure

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Whether you're looking to track the progress of your agency or you need to be alerted when business performance is going down, the metrics in this article can help you.

  • Reframing Brand Measurement: It's Not Who, But Where

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Customer profiles, user browsing data, and benchmark studies are designed to help companies know exactly who their customers are and what brand sentiments they have. But what if we don't need that much information?

  • Marketing Ops: The Oxygen You Need for Scalable, Sustainable Growth

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Marketing Management

    Operational excellence in marketing is vital to organizational growth. Enter Marketing Ops—the oxygen every marketing organization needs for peak performance. Join marketing ops visionary Laura Patterson for this free, hands-on interactive webinar and discover how to create a stellar marketing ops function.

  • A B2B Marketing Deep Dive on AI Foundations, the Future, and More: Christopher Penn on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Artificial Intelligence

    Marketing Smarts host George B. Thomas and analytics authority Christopher Penn discuss data science and why it is essential to B2B marketing. They also cover what AI means for the industry, how to implement machine-learning, and how to think like a data scientist.

  • Why You Should Be 'Cloning' Your Best Customers to Grow Your Business

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    By analyzing your most successful customer interactions and understanding customers' goals, you can better inform your marketing efforts to replicate your best and favorite customers. So how is that done? Let's break it down into a few key steps.

  • Supercharge Your Strategy With Content Syndication

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Content

    Discover the benefits of content syndication—namely, boosting lead generation, brand awareness, and SEO performance—and learn how to execute an efficient, effective program. Learn how content syndication can support your marketing objectives in 2023. Sponsored by DemandScience.

  • Six Steps to Future-Proof Your B2B Marketing for Greater ROI in 2023

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Marketing Content

    Join veteran B2B Marketing expert Michael Brenner to learn six practical steps you can take right now to start meeting buyer needs and your CEO's expectations.

  • Data Providers Need to Allow Independent Audits. Here's Why.

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    It's easy to audit your own first-party data. But what about data you purchase from a provider? Can you verify its quality? An independent audit can.

  • What Third-Party Cookies' Delayed Demise Means for Marketers

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    A few months ago, Google announced a delay to its blocking of third-party cookies... again. We keep preparing, and the deadline keeps getting pushed back. Given that additional time, how should we be spending it?

  • Market Segmentation: Where Companies Go Wrong and Why You Need Differential Advantage Analysis

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Welcome to a highly misunderstood topic: segmentation. This article explains what marketers tend to get wrong about segmentation, what's a better way to segment, and why doing a differential advantage analysis after segmentation can help you beat the competition.

  • Feedback Is Fuel: Use Insights to Supercharge Your Marketing

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Customer Experience

    To be successful, marketers need to be able to quickly create feedback loops and act on customer insights—no easy task in an uncertain market. In this webinar, you'll learn how to listen to and better serve your customers—while boosting acquisition and retention. Sponsored by Momentive.

  • The End of Third-Party Cookies Is a New Beginning for Digital Advertisers: Arsen Avakian on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Advertising & Promotions

    George B. Thomas and Arsen Avakian dive into the end of third-party cookies and how it affects digital advertisers, as well as how important it is to connect to people's emotions during their buyer's journey—even more so than collecting data. Are you ready to have a third-party cookie conversation?

  • Stepping Out of the Dark Funnel: How to Shed Light on What Is Not Registered by Your Pixels (Article 2 of 2)

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    The first part of this article series identified what factors contribute to the dark funnel—a (spooky) place where prospects learn about your company without your knowledge. This second part offers concrete steps you can take to start obtaining data from the dark funnel.

  • Four Common Content Reporting Challenges and How to Fix Them

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Making campaign results sound impressive to management is difficult enough in itself; you don't need added hurdles. But if you do run into problems, this article will help you resolve them.

  • Stepping Out of the Dark Funnel: How to Shed Light on What Is Not Registered by Your Pixels (Article 1 of 2)

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    The marketing funnel is supposed to map out the process of bringing a customer on board. But there's a mysterious no-man's land where those people hang out and share information before they even reach your map. Here's how to take that dark portion of the funnel into account.

  • The Future of TV Ad Measurement Is TBD. Here's What Marketers Should Do About It.

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Synchronous viewing of broadcast TV programs seems like an ancient practice now, and the proliferation of CTV, OTT, and online video has made traditional methods of measuring ad effectiveness obsolete. Here are four things marketers can do to adapt.

  • The Essential Social Media KPIs: What to Track on 7 Platforms [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics

    Which metrics should be you paying attention to? This infographic looks at at the essential KPIs to track on seven major platforms: Facebook, YouTube, Instagram, LinkedIn, Pinterest, TikTok, and Twitter.