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The Best Content Analytics Tools: A Beginner's Guide


To meet this need, content analytics companies have been springing up left and right, ready to help marketers prove their value by tracking content better and constantly improving and converting leads most effectively while tracking ROI. To help you sort through the high volume of content analytics tools, we’ve compiled a list of a few of the best in each category: 1. Wistia.

Beyond Views and Downloads: Use More Advanced Content Analytics

Modern B2B Marketing

This lack of analytics goes hand-in-hand with a recent statistic from the Content Marketing Institute, which found that only 38% of B2B companies felt their content marketing efforts were effective. Sample dashboard from Marketo Web Personalization displaying content engagements and leads generated. Removing the Hassle from Content Marketing Analytics.

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Predictive Analytics: The Next Piece of the Social Puzzle

Modern B2B Marketing

That means that to stay relevant and effective, marketers need to stay on their toes. Today, I’d like to talk about the latest piece of the social marketing puzzle – predictive analytics. Predictive analytics, simply put, use past data and statistics to model and predict the future. Marketing’s Move to Predictive Social Analytics. When to Use Predictive Analytics.

5 Steps to Kickstart Your Account-Based Marketing Program

Modern B2B Marketing

If you’re not familiar with the jarring statistics, here’s a recap: SiriusDecisions research shows that more than 90% of B2B marketers consider ABM “important” or “very important,” and 73% of B2B companies plan to increase their budgets for ABM initiatives in the next 12 months. ABM also gives data analytics and product team members more consistent feedback. 2.

How Can We Blend All of Our Customer Data into Actionable Profiles?


Often we talk with companies that don’t yet have enough leads or conversions to build a statistically accurate predictive model, but that no longer needs to hold them back. Once built, you can publish profile tags directly into your CRM, or share them across marketing systems like Marketo and Eloqua. This is the third post in our profile management blog series. Profiles in Action.

How Predictive Lead Scoring Takes The Guesswork Out Of Identifying The Leads Most Likely To Buy

Modern B2B Marketing

Marketo describes lead scoring in its Definitive Guide To Lead Scoring as a methodology for ranking leads in order to determine their sales-readiness. If you’re a regular reader of the Marketo blog or any other sources of marketing content, the concept of lead scoring is also not new.  Taste of Being A 10X Marketer. That’s a 10X in return on investment…how’s that for an ROI?? 

5 Proven Digital Marketing Strategies for Small Businesses in 2016


In fact, if we’re to believe these statistics, nearly everyone reading this article either owns or is working for a small business that is allocating a portion of its relatively modest marketing budget on a positively dizzying array of potential 2016 digital marketing initiatives. This inbound combination of relevant content and online engagement creates a solid foundation for sales and marketing efficiency, effectiveness, and growth. We probably produced the whole thing for a few hundred dollars—a really cost-effective way for small businesses to generate quality leads.

Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

Standard integrations are available for, Oracle Eloqua, Marketo , Google Analytics , Adobe Marketing Analytics , and other systems. The vendor plans to add statistically inferred weights in April. But the system does discover the most popular paths and most effective marketing assets on its own. What the heck does that last sentence mean? Bright.

Moneyball for Marketers

Modern B2B Marketing

Author: David Cheng If you’ve seen them movie Moneyball , you already know the basics: the “Moneyball” way of winning relies on analytics, statistics, and numbers, rather than opinions, intuitions, or appearances. This Frank Passantino suggested this KPI in a recent Marketo blog. Don’t Buy Players, Buy Wins. Lead conversion percentages. That’s a 3.2%

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Join the Big League: 7 Reasons to Go Digital with Your Advertising

Modern B2B Marketing

Digital advertising is now the new norm—it’s the fastest growing marketing channel with no signs of slowing down, according to Strategy Analytics. The company is distilling complex tech topics into six-second videos on the social network Vine, and then augmenting that snippet with corresponding content, such as links to articles about security and analytics. Dove would have spent $4.5

A High-Level B2B Marketing Budget Breakdown

Modern B2B Marketing

first-touch, last-touch, or multi touch attribution), but whichever you choose, seeing that end result can inform your budget decisions so you can  allocate budget to the most effective channels. These outlets typically provide the statistics you need to first calculate the ROI of placing an ad with them. You might use a variety of metrics to determine your ROI (e.g. Events: 5-10%.

32 B2B Marketers to Add to Your Google Plus Circles

KoMarketing Associates

SEO impact aside, recent statistics indicate Google Plus is on pace to overtake Facebook (the current leader) in social shares by 2016. As such, for B2B marketers specifically, activity on Google Plus could potentially have significant effects on lead acquisition and brand trust. Jon Miller (Marketo) - Jon is VP Marketing and co-founder at Marketo. How so? Jeffrey L.

Improving Sales Efficiency and Productivity Crucial to Driving Revenue Growth

Modern B2B Marketing

The numbers prove how much room for improvement there is for corporations to raise their sales effectiveness metrics (which are a direct link to revenue performance results). Here are some statistics that graphically illustrate the point: 94% of marketing qualified leads will never close (SiriusDecisions). improving salesperson’s time efficiency or boosting lead flow).

5 Steps to Optimizing a Lead Nurture Program

Bulldog Solutions

If you want to truly optimize a marketing program to make it as fully functional and effective as possible, you must think strategically every step of the way. Once created, promote your asset and allow enough time in market to get a statistically significant audience to review for reporting. And not just at the get-go. To be a modern marketer, you can never stop improving. . Test it!

Join the Big League: 7 Reasons to Go Digital with Your Advertising

Modern B2B Marketing

Digital advertising is now the new norm—it’s the fastest growing marketing channel with no signs of slowing down, according to Strategy Analytics. The company is distilling complex tech topics into six-second videos on the social network Vine, and then augmenting that snippet with corresponding content, such as links to articles about security and analytics. Dove would have spent $4.5

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4 simple truths about content marketing re-imagined


Every day, we have access to new statistics , which are based on the increasingly fine and detailed data that can be collected. Have you invested seemingly endless hours poring over website analytics, while forgetting to check in on what your audience is actually saying about your webpage? Statistics on your audience are better. Content is king. But what are the downsides?

47 Tools and Resources to Build a Ridiculously Powerful Content Marketing Stack


Exhale happily, though, because there are some amazing resources available that make scaling content creation much easier and much more effective. Also great for adding some flare to certain statistic displays without having to go full infographic. Visually provides custom-made infographics that make your statistics pop. Marketo. Google Analytics. Postplanner.

ClickInsights: How can B2B marketers use content effectively for demand generation?

Connect the Docs

We have invited B2B Experts to shed light on the following question: How to use content effectively for demand generation? Marketo's Modern B2B Marketing. Her company Marketing Interactions helps companies with complex sales and quantify marketing effectiveness by using interactive e-marketing strategies driven by compelling content. " tend to be most effective.

Blogging Metrics: How to Find and Apply Actionable Intelligence


As Jay Baer points out , “without a statistical measure of your blogging process, adding content…can be an incredibly lonely proposition.” There’s no shortage of statistics on website visitor behavior. Companies which use blogging metrics and analytics are, on average, 5-6% more profitable than their competitors. This intelligence is found on the dashboard of Google Analytics.

Using a Purchase Funnel to Measure Marketing Effectiveness: Better than Last-Click Attribution But Far From Perfect

Customer Experience Matrix

The solution boils down to this: classify different contacts as related to the different stages in the buying process and then measure their effectiveness at moving customers from one stage to the next. Examples of vendors taking this approach include: - Marketo recently announced new " Revenue Cycle Analytics " marketing measurement features with its customary hoopla. The conceptual foundation of Marketo’s approach is that it tracks the movement of customers through the buying stages. Clear Saleing bills itself as an “advertising analytics platform”.

What to expect when you’re expecting #MarTech next month


Jennifer Zeszut , CEO of Beckon , and Shubu Mitra , Director of Connection Planning Effectiveness & Productivity at Coca-Cola , will jointly present Agile Marketing Measurement — how to combine science with art, data with storytelling, and logic with emotion to craft a compelling story of marketing performance to internal audiences (such as the CEO and CFO). Siri anyone? And all that?

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Marketing Automation 101

Modern B2B Marketing

Statistics show that buyers don’t do that. There is so much you can do with the platform including email marketing , lead management, lead generation,social marketing, analytics, and resource management. Analytics : You’ll also have access to web analytics to see your website traffic, your search engine optimization (SEO), and  ROI analytics. Create a plan.

How to Measure the ROI of Your Marketing Programs

Modern B2B Marketing

This blog post is all about how marketers can answer this challenging question – and build a sensible framework for measuring the effectiveness of their decisions. great way to measure the true impact of a particular marketing program is to test the effectiveness of that initiative against a well-formed control group by comparing the two groups’ results. Multiple touches. Definition.

20+ Cool Social Media and Web Tools


Interested in an easy way to stay current on key Google Analytics traffic stats from your desktop? Visitors can rate posts and you also get click statistics. An online video editor than enables you to mix videos footage, images and soundtracks and add effects to create standard or high-definition online videos. Cool Web Tools. Social Mention. ** 5 stars. uberVU. Outbrain.

Shredded Wheat or Cap’n Crunch: Making Tough Decisions In Allocating Online Ad Spend

Modern B2B Marketing

With so many channels and vendors, it can be nearly impossible to spend effectively or efficiently. Creating An Analytical Allocation Model. Now, for something that appeals to those who love statistics, let me walk you through the process. 1. Let us know if this model works for you, or if you’ve got other ways of effectively allocating your online ad budget. Budgets

Moneyball – Another Name for Marketing Automation

Modern B2B Marketing

But his new players statistically get on base more often.  They call this analytical process “Moneyball.”  I think many of us are like Billy Beane with our b2b marketing budgets. Moneyball – Another Name for Marketing Automation was posted at Modern B2B Marketing - Marketo Best Practices Blog. | [link]. How did general manager Billy Beane and his staff do it?

Benefits of Online Surveys for B2B Marketers

Modern B2B Marketing

With instant access to online survey results, strategic planners have the information needed for effective and near real-time or at the least very timely campaigns. 2. Gone are the days of waiting hours to generate deep-dive analytics on critical survey feedback. Benefits of Online Surveys for B2B Marketers was posted at Modern B2B Marketing - Marketo Best Practices Blog. | [link].

How to Sell Digital Marketing to the C-Suite

Modern B2B Marketing

While digital marketing efforts in social channels, for example, won’t immediately tie to ROI you can show correlation between social statistics such as ‘Likes’ and increased traffic to the website from Facebook. Next, dive into analytics to determine what visitors from Facebook are doing on your website. Emphasize marketing analytics. Align with company goals.

Why Elevating Your Metrics’ Sophistication Matters

Modern B2B Marketing

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. To learn more about B2B marketing analytics, subscribe to the Modern B2B marketing Blog RSS feed or follow Marketo on Twitter.

Marketing Metrics That Matter for High Performance Revenue

Modern B2B Marketing

According to a recent CMO Site survey , almost 50% of lead marketers devote less than 5% of their time and resources to marketing analytics. This is a staggering statistic, given the role of a marketing leader is to plan. But unless we set aside time to develop effective, analysis-driven strategy, we very quickly won’t have much left to execute on. Down to the details.

B2B Email Marketing 101: 7 Best Practices

Modern B2B Marketing

Analytics. To measure the success of an email marketing campaign, utilize reliable statistics and B2B marketing analytics. Relevant metrics help marketers understand successful and unsuccessful aspects of campaigns and iterate effectively. B2B Email Marketing 101: 7 Best Practices was posted at Modern B2B Marketing - Marketo Best Practices Blog. | [link]. Testing.

10 Content Marketing Resources for the B2B Marketer

KoMarketing Associates

Because  statistics show 93% of B2B marketers create content from scratch, we’ve compiled a list of 10 online destinations to help B2B marketers find (and discuss) the latest in B2B content marketing. Marketo’s Content Marketing Page. As a marketing automation provider, Marketo covers all aspects of the digital marketing field, including content.

9 Twitter Tips for B2B Marketing Success

Modern B2B Marketing

by Maria Pergolino B2B social media marketing involves a carefully planned mix across multiple channels to build relationships and increase lead generation.  To ensure the effectiveness of such marketing mixes, it’s important to continue checking initiatives against overarching business goals, and allow time to calculate ROI of marketing efforts.

When The Boss Has A Crazy Idea, It’s Time To Start Testing – An Interview with a Chief Data Officer

Modern B2B Marketing

In the end, most companies want to be successful and it’s hard to argue for an idea, no matter how good it seems, if the numbers don’t support its effectiveness. When I have more time and the luxury of automating analytics, I’ll move forward with a multivariate test. For more great advice and tips, stay connected to Marketo’s Modern B2B Marketin g Blog.

All Content is Not Created Equal – A Conversation with CMI Founder Joe Pulizzi

Modern B2B Marketing

They don’t want to see analytics. What tips do you have to do so effectively? . Are you looking at sharing statistics? Are you looking at analytics, opt- in, lead scoring? That’s what content will drive, and you need to use all the analytics data to help make that business case. What is the Content Marketing Institute focused on currently? Where’s the content?

Brand and Demand Convergence Required

Modern B2B Marketing

2009 and 2010 became the years of analytics, where marketers began to realize the necessity of possessing activity intelligence. This strategy of combining meaningful branding plus effective lead generation can have a monumental influence on both awareness and purchase intent. Specifically the convergence of branding and demand generation. There was no care for brand, just traffic.

How do You Sell Marketing Automation to Internal Stakeholders?

Modern B2B Marketing

You’ll also need to sell them on other investments, such as staffing, training, content, and analytics. Enhance our demand generation effectiveness by optimizing program spend based on true ROI. Increase the number of pipeline opportunities by more effectively marketing to existing leads. There is a question of whether budgets are being used effectively.

4 Key Factors When Assessing Your Content Marketing ROI


To build a clear ROI, you need analytics that measure your impact at each stage of the buyer’s journey — from first look to a closed sale. . Integrating a tool like  Marketo  into your content marketing strategy  enables you to track a specific buyer through each of these stages , measuring their engagement, consumption, and interaction until a sale takes place. Conclusion .


ClickInsights: What ROI metric should B2B marketers use in this digital marketing era?

Connect the Docs

Marketo's Modern B2B Marketing. Marketing and Sales Alignment – Marketo eBook (New!). How to Choose Your Carrot: Effective Lead Generation Offers for High-Technology Marketers (White Paper). Her company Marketing Interactions helps companies with complex sales and quantify marketing effectiveness by using interactive e-marketing strategies driven by compelling content.

5 Ways to Give Your B2B Marketing Strategy a Makeover

Modern B2B Marketing

Website and email analytics give a clear view into whether or not you are providing the information or solutions that customers need. 3. Conduct A/B testing to determine the most effective version of the landing page. There is no shortage of ideas for relevant, interesting and useful content: Create in-depth whitepapers with pertinent industry statistics and original research. And to help keep your marketing strategy on the cutting edge throughout 2010, subscribe to the Modern B2B Marketing Blog RSS feed  from Marketo. marketing initiative for 2010. Asking.

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