The Point

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Deloitte CMO Survey: Analytics Holding Marketers Back?

The Point

B2B Marketers, particularly those focused on the SMB market, would be wise not to ignore traditional channels in their rush to digital. Marketers plan to increase spending on analytics by more than 300% over the next 3 years in order to, according to Deloitte, “improve customer experience.” Photo by Helloquence on Unsplash.

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The Dangerous Allure of World-Class Marketing

The Point

But conversations with enough marketers over the years tells me that most B2B organizations, big and small, struggle with some element of their marketing execution. Marketing attribution is a good example. My advice was: if you’re only tracking clicks, track leads. If you’re only tracking leads, track MQLs (and Cost Per MQL).

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What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon

The Point

(HS) Brian, I was at Dreamforce in San Francisco earlier this month and it seemed like every other exhibitor was trumpeting “analytics”. Even Salesforce announced their own Analytics cloud. Why do you think analytics is suddenly such a hot topic? (BK) BK) Several factors have come together to bring analytics to life.

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Does Creative Still Matter in B2B Marketing?

The Point

As someone who’s worked in B2B marketing for more than twenty-five years, I need no convincing that marketing has taken on a more strategic, measurable role in driving corporate success. But is data all that’s needed to drive B2B marketing success? The post Does Creative Still Matter in B2B Marketing? Sure, data rules the roost.

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Key B2B Demand Generation Strategies for 2015

The Point

We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. What is the first B2B marketing strategy that marketers must consider for 2015? (HS) A content map is a very useful exercise and one that every B2B company should initiate and then maintain over time. One is predictive analytics.

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8 Questions to Ask Before Investing in Marketing Attribution

The Point

Marketing attribution is a hot topic these days in B2B circles. Yet, for all the interest, precious few B2B companies achieve the holy grail of knowing exactly how – and where – their marketing investment impacts revenue. [Thanks to Anne Angele, Spear’s esteemed Director of Marketing Technology, for this month’s guest post.].

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Report: 19 Experts on the State of Marketing Automation

The Point

The guide features insights, projections, and opinions on current challenges, opportunities, and trends from 19 B2B marketing experts and practitioners, including leading executives from Marketo, Oracle, SiriusDecisions, and Forrester Research. DGR) What were the biggest changes/challenges for B2B marketers in 2017? (DGR)