SmartBug Media

FEBRUARY 25, 2021

There are a number of effective marketing tactics, but among them, account-based marketing seeks to break down data, technology, and team barriers. Not only this, but ABM is an essential part of realizing return on investment (ROI) on your marketing spend and truly forces your marketing team to think strategically.

Top of Funnel 111

Top of Funnel Account Based Marketing ABM Ideal Customer Profiles 111

SalesIntel

NOVEMBER 17, 2022

4 Marketing Learnings From a Study. Breakdown of marketing spending between organic and paid channels was most commonly 75% organic – 25% paid, followed by 50% organic – 50% paid. The top 3 most effective marketing channels as reported by respondents were social media, organic search and content marketing.

Top of Funnel 98

Top of Funnel Marketing Budget Paid Content Paid Search Agency 98

Adobe Experience Cloud Blog

AUGUST 18, 2011

Smarter information, better data, and intelligent insights are now watchwords for marketing programs that deliver bottom-line results and consistent, predictable ROI. These more intelligent marketing assets and tools are crucial to building and operating a high performance revenue engine.

ROI 48

ROI Work Management Marketing Budget Marketing Management 48

Adobe Experience Cloud Blog

AUGUST 8, 2018

Getting there requires top-level buy-in, investment in the right systems and tools, and a potential restructuring of marketing incentives and compensation. Well-defined and smartly executed reporting is at the core of elevating marketing’s stature. Many marketers think of marketing ROI as simply reporting the outcome of their programs.

Allocation 92

Allocation Budget Programs Paid Search Agency Cost per Lead 92

Martech Advisor

SEPTEMBER 16, 2019

In this exclusive interaction with MarTech Advisor , Anuj Khanna Sohum , CEO and managing director, Affle, shares the company’s business plans, lessons for peers in the adtech space, and his notes to enhance customer experience (CX) using marketing automation data, post the IPO.

Mobile Marketing 63

Mobile Marketing Paid Search Agency Mobile Advertising Companies 63

Allocadia

APRIL 30, 2019

The Solution: Closing the Loop to Get to ROI. With Allocadia, Commvault had built a stronger structure and improved reporting capability needed for organizing the marketing department. But Anna Soo, the former Senior Marketing Manager, wanted to reduce human errors and save even more time.

Enterprise Management 64

Enterprise Management Work Management Marketing Management Planning 64

Leadspace

JANUARY 4, 2017

The real-time CRM and Marketing Automation data vendors (including Leadspace) should have another big year based on the growing acknowledgement that this type of service dramatically enhances the performance of these massive CRM and MA investments companies have made. Category #4: Analytics rationalization, emergence of Attribution.

Enterprise Management 116

Enterprise Management Paid Content Marketing Management Marketing Automation Services 116

Allocadia

MAY 3, 2019

Now that investment and results data are connected, Commvault marketers can focus on executing on their marketing activities, driving revenue, and prioritizing where investments are made. Anna’s team created a full-loop system by connecting Allocadia to Workfront to Marketo to Salesforce to Bizible.

Lead Scoring 45

Lead Scoring Lead Ranking ROMI Budget Programs 45

Adobe Experience Cloud Blog

APRIL 21, 2011

To obtain optimal results, marketers need a powerful and efficient marketing analytics solution. To harness the abilities of marketing analytics, marketing should understand the reasons and specific opportunities such a solution provides.

Budget Programs 48

Budget Programs Marketing Budget Forecasting RSS 48

Marketing Insider Group

FEBRUARY 5, 2024

(Hubspot) 75% of marketers recognize SEO as their most effective content strategy. DemandSage) 49% of marketers believe organic search yields the best ROI. Search Engine Journal) 97% of marketers incorporate customer data into their decision-making process. WARC) 94% of B2B marketers implement ABM strategies.

Paid Content 219

Paid Content Stats Marketing Budget Webinar Metrics 219

Adobe Experience Cloud Blog

JANUARY 15, 2015

Author: David Cain As marketing professionals we’re often at the center of a variety of critical cross-functional initiatives, which gives us the rewarding opportunity to work with nearly every department in an organization. We work with IT on the selection and implementation of mission-critical software platforms (think “Marketo”).

Work Management 48

Work Management Marketing Management Advertising Agencies Budget Programs 48

Heinz Marketing

DECEMBER 6, 2017

In short, when making decisions about ABM, how will you: Ensure your ABM plans align to the marketing organization’s goals. Track what resources you have invested (both people and budget). Measure the results (not just outcomes, but ROI)? This is where Marketing Performance Management (MPM) comes in.

Account Based Marketing 58

Account Based Marketing Enterprise Management Work Management Planning 58

Adobe Experience Cloud Blog

NOVEMBER 19, 2013

My answer isn’t the most glamorous, but it rings true: Behind every great marketer is a talented project manager. Some of the skills any effective marketer needs are obvious, like the ability to understand and make good decisions based on marketing analytics. Modern Marketing' The Sanctity of Stakeholders.

Marketing Management 48

Marketing Management Budget Programs Thought Leadership Planning 48

Adobe Experience Cloud Blog

DECEMBER 13, 2012

Too often, marketers rely on “feel good” measurements to justify their marketing spend. Instead of pursuing metrics that measure business outcomes and improve marketing performance and profitability, they opt for metrics that sound good and impress people. What metrics have led your marketing department astray?

Budget Programs 48

Budget Programs Cost per Lead Paid Search Agency Opt-out 48

Adobe Experience Cloud Blog

NOVEMBER 15, 2012

CRM systems are designed and optimized for a very different purpose, which is what creates the whitespace for marketing automation vendors (like Marketo). Marketing Automation. Track opportunities and pipeline, manage contact and account information. Workflow-oriented, highly detailed behavioral data, analytical queries.

Marketing Automation Services 48

Marketing Automation Services Enterprise Management Work Management Marketing Management 48

Adobe Experience Cloud Blog

MAY 4, 2012

Handing over only highly-qualified leads means Sales focuses all of its efforts on leads that are ready to convert, resulting in increased revenue and a better B2B marketing ROI. That’s when many leads tend to fall into a limbo where neither marketing nor sales feels responsible for them. Use Metrics to Show What’s Worked.

Top of Funnel 48

Top of Funnel Lead Scoring Lead Ranking High Quality Lead 48

Heinz Marketing

MAY 28, 2018

How often should they analyze what’s working with a marketing performance management approach and solution and make those go, no go, or any sort of adjustment decisions, pulling investments, adding investments? What are your thoughts on that and how should marketers consider using that when adjusting for a strong second half?

Work Management 61

Work Management Enterprise Management CMO Marketing Management 61

Adobe Experience Cloud Blog

OCTOBER 28, 2008

The B2C marketplace (as it related to marketing) always fascinated me due how you could truly craft a message to the "individual" vs. the group and track so many different variables to consistently improve results and create "predictable" ROI. How you are going to measure your results and show marketing's value within the company.

Thought Leadership 48

Thought Leadership Marketing Automation Services Marketing Automation Automation 48

InsightSquared

OCTOBER 22, 2018

Beyond causing tension between teams, poorly defined or misaligned sales and marketing strategies can also produce disastrous and costly downstream effects. According to a recent report from Marketo , misalignment between sales and marketing costs companies $1 trillion dollars annually. This is the gateway to higher content ROI.

Work Management 218

Work Management Marketing Management Customer Satisfaction Marketing & Strategy 218

Allocadia

APRIL 8, 2019

There’s just no way around it: measuring marketing ROI is a challenge. No two companies approach marketing ROI in exactly the same way. That’s why we wanted to share the very interesting — yet very different — journeys two of our customers undertook in their pursuit of excellence in marketing results measurement.

ROI 40

ROI Planning Work Management Marketing Management 40

Adobe Experience Cloud Blog

APRIL 17, 2018

When brands decrease their marketing spend, the squeeze extends to their bottom line. For example, Blue Apron Holdings cut back its marketing budget by 43% in response to investor demands. Automation is a great tool for enhancing marketing strategies and gathering data. Emphasize and clarify the ROI.

Marketing Budget 134

Marketing Budget Budget Programs Paid Search Agency Advertising Agencies 134

Adobe Experience Cloud Blog

NOVEMBER 22, 2008

The next interview in the B2B Marketing thought leader interview series is with Mark Klein, CEO of predictive analytics company Loyalty Builders. Like me, Mark is a direct marketing expert whose background in science and passion for mathematics equates into a desire to help marketers improve their campaigns.

Thought Leadership 48

Thought Leadership Lead Ranking Lead Generation Lead Scoring 48

Adobe Experience Cloud Blog

NOVEMBER 22, 2008

The next interview in the B2B Marketing thought leader interview series is with Mark Klein, CEO of predictive analytics company Loyalty Builders. Like me, Mark is a direct marketing expert whose background in science and passion for mathematics equates into a desire to help marketers improve their campaigns.

Thought Leadership 48

Thought Leadership Lead Ranking Lead Generation Lead Scoring 48

The ABM Agency

APRIL 30, 2023

Account-based marketing (ABM) is a strategic approach that aligns sales and marketing efforts to target specific accounts with personalized content and messaging. In this blog post, we will delve deeper into the world of ABM by discussing its benefits such as higher ROI and improved customer relationships.

Account Based Marketing 52

Account Based Marketing Ideal Customer Profiles B2B Marketing Sales Qualified Leads 52

Full Circle Insights

FEBRUARY 28, 2021

In addition to greater process efficiency, a single source of data truth shared by marketing and sales also allows the marketing team to invest resources more wisely. Top 10 Reports Your CMO Wants from Digital Marketing. Build vs Buy Marketing Analytics. Cost of Not Implementing Marketing Performance Management.

Lead Ranking 89

Lead Ranking Sales Management Marketing Attribution Full Circle Insights 89

Engagio

OCTOBER 13, 2020

In the 14 years since I co-founded Marketo, the way companies buy B2B products has changed a lot. Yet despite all this change, the way most marketers (and their tools) operate hasn’t evolved nearly enough to keep up. CHANGE #3: Use Intent and Predictive Analytics to Focus Your Efforts. Focus on Marketing and Sales touches.

Sales Management 126

Sales Management Ideal Customer Profiles Top of Funnel Multi-Touch Attribution 126

Allocadia

APRIL 2, 2019

There were other challenges with how Marketing was managing its finances, including a proliferation of spreadsheets used for planning, no visibility into actual spend and an inability to compare that against plan, and no insight into marketing ROI.

Advertising Agencies 59

Advertising Agencies Enterprise Management Work Management Marketing Management 59

Kapost

MARCH 27, 2017

The latest report by Marketo reveals that 65% of marketers publish content at least once a month. According to Gartner’s CMO Spend Study , marketing spend is on the rise for the third consecutive year. These ten tips will ensure your organization achieves its marketing goals this year. Improve It.

Top of Funnel 48

Top of Funnel Lead Ranking B2B Marketing Planning 48

Adobe Experience Cloud Blog

MARCH 25, 2019

Only by connecting marketing lead generation to opportunities created and deals closed—unifying the full funnel—will you be able to see how marketing spend contributes to revenue. Optimization: Improved paid media ROI and more optimized budget allocation for campaigns and channels. Upsell potential.

Marketing Attribution 133

Marketing Attribution Multi-Touch Attribution Lead Ranking Allocation 133

Adobe Experience Cloud Blog

AUGUST 23, 2018

To audit the consumption of the content on your website, Google Analytics is a go-to tool. You can get pageviews, find out how long someone stays on your site, determine where your traffic is coming from, and find out which pages they’re spending the most time reading. How do you manage your content marketing?

Digital Asset Management 120

Digital Asset Management Work Management Marketing Management Ad Building 120

Engagio

OCTOBER 1, 2019

In the 13 years since I co-founded Marketo, the way companies buy B2B products has changed a lot. Yet, the way most marketers (and their tools) operate hasn’t evolved nearly enough to keep up. As a result, the B2B marketing that you know today is heading towards a shipwreck in 2020 and beyond. Hint: ABM standups help!).

Sales Management 85

Sales Management Marketing Automation Services Marketing Automation Account Based Marketing 85

SnapApp

OCTOBER 18, 2018

According to Marketo , 93% of B2B companies report that content marketing results in more leads than traditional marketing tactics. This pitfall is tricky because many marketers spend countless hours working on this component. Mistake #2: You don’t have a unified messaging strategy.

Demand Generation Agencies 75

Demand Generation Agencies Demand Generation Top of Funnel Demand 75

Adobe Experience Cloud Blog

FEBRUARY 3, 2017

In the sea of touchpoints, it can be very difficult to know what and when to communicate, or even which marketing channels to use for specific audiences. Access to a system that will listen to all of the points of interest can greatly improve program impact and optimize marketing spend.

Purchase 48

Purchase Top of Funnel Multi-Channel Marketing Management 48

Full Circle Insights

MAY 20, 2022

There is a steady interest in predictive analytics from B2B marketers – possibly related to the popularity of account-based marketing (ABM). In marketing, predictive analytics is about understanding the customer journey. Can predictive analytics help you accelerate the buying cycle? ABM Success Metrics.

Marketing Attribution 98

Marketing Attribution Sales Management Top of Funnel Lead Ranking 98

Adobe Experience Cloud Blog

JANUARY 27, 2015

A seat at the biggest table: A key element of Gavin’s acronym is Analytics Gavin states, “And the interesting thing is that thanks to the power of the analytics that we’ve been given, we can actually start to understand the impact marketing has on the business, rather than these fuzzy metrics like reach and frequency and so on.

Paid Search Agency 48

Paid Search Agency Advertising Agencies Enterprise Management Work Management 48

Full Circle Insights

MARCH 23, 2021

When it comes time to discuss budget justification , you’ll need to prove why your company should maintain or increase its current advertising budget — and the most convincing way to achieve this is to prove how much revenue marketing generates for the company. The marketing department doesn’t operate in a vacuum.

Sales Management 52

Sales Management Lead Ranking Advertising Agencies Marketing Attribution 52

Full Circle Insights

AUGUST 21, 2020

That’s important, especially in uncertain times when budgets are tight. To optimize budgets and processes, you need click-to-close analytics — attribution data that measures how campaign touches influence sales from the first click as well as funnel metrics that allow you to track volume, velocity and conversion rates.

Marketing Attribution 59

Marketing Attribution Lead Ranking Sales Management Multi-Touch Attribution 59