There was a time when measuring marketing ROI was easy. The ROI of a direct mail piece could be calculated by simply subtracting the total production costs from the revenue directly generated by the ...

If brand activation plays a leading role in your strategy, add "share of search" into the mix for your buying process in B2B. Today, we’re more clued up than ever about how B2B buyers buy. We know, ...

In the world of B2B, measuring the effectiveness of our activity has sometimes been ignored or certainly relegated to an afterthought. The Institute of Practitioners (IPA) in Advertising has recently ...

How we measure whether we’re doing a good job or not in B2B marketing is crucial, and requires leadership support and context. This winter, I was talking with a real estate agent friend. We had both ...

As B2B marketers plan next year’s campaigns, it has become common practice to analyze past campaigns to understand which programs, channels and content are driving pipeline and revenue. However, many ...

Many business-to-business companies have at some point likely considered collaborating with B2B influencers as part of their marketing strategy for expanding their audience. Measuring influencer ...

In today’s competitive business landscape, establishing a strong brand presence is crucial for success, especially in the B2B space. The Fast Company Executive Board is a private, fee-based network of ...

B2B marketers love search marketing and there’s a good reason. Search is a major part of most buying processes. It’s such a vital element of the buying process that it can actually be difficult for ...

In today's dynamic B2B landscape, in which interactions have evolved from transactional exchanges to meaningful engagements, measuring brand love has emerged as a strategic imperative. That concept of ...

Most deals are decided before the funnel starts, and marketers who don’t own buyer language and signal are losing before they even start. The post The real GTM advantage is owning language and signal ...

B2B marketers don’t know how to count. That is, many can’t measure and attribute their results across channels. That’s the grim finding of the 2017 Marketing Measurement and Attribution from Demand ...