Chris Koch

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We need a chief marketing analytics officer

Chris Koch

There’s lots of talk out there these days about the need for a technology guru within the B2B marketing department. Maybe I’m splitting hairs here, but I wonder about the long-term need for a marketing technologist. In the short term, I think marketing has a lot of catching up to do in terms of technology. But once the system of record is installed (and many of them are SaaS), do we really need a CIO for marketing? We need to connect the analytical dots.

3 ways to link marketing to revenue without metrics

Chris Koch

In fact, our most recent thought leadership survey found that few marketers are measuring much besides consumption of their marketing content. I’m not saying that you should stop measuring consumption; but it’s clear that those kinds of metrics don’t give business people the answers they’re looking for when they ask about the value of marketing. Creating good idea-based marketing content is hard and takes a long time if done right.

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15 things marketers should stop doing and thinking in 2011

Chris Koch

That’s why employees and subject matter experts should be on the front lines of social media rather than marketers or PR people. External social media marketing is more important than internal social media collaboration. ROI should be measured on a higher level—as in the ROI of all of marketing to the business. General Marketing. Analytics can wait. Buying marketing automation tools or social media analysis tools aren’t enough.

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Why the volume and quality of interactions with customers has to pass for social media ROI

Chris Koch

We track the marketing mix (including PR) over time against trends in sales. So if you buy that leap of logic, let’s say that blogs are another channel, like PR, in a marketing mix designed to familiarize customers and prospects with our companies and us. Image by LollyKnit via Flickr.

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B2B Marketing Trends for 2016

B2B Marketing. Pressure to demonstrate ROI: the great recession and subsequent slow recovery have forced B2B marketers to do more with less, and do. Never flush with cash in the first place, B2B marketing groups have been. Marketers need to take the. marketing, revenue.

Four reasons to stop measuring marketing

Chris Koch

It’s time to declare marketing metrics a failure once and for all. It’s difficult to parse out the contribution that marketing makes to a sale and it’s even more difficult to get salespeople to spend the time figuring out/checking the box/giving credit in the quest to determine whether marketing played a role in making the sale. Both marketing and sales should work together to reduce CPOD because that’s what really matters in terms of marketing’s contribution to the business.

Why Lead Management Automation Really Matters

Chris Koch

We should care more about lead management automation in B2B marketing. We have fewer and fewer outlets to do the heavy lifting of thought leadership for us by featuring our subject matter experts in in-depth analytical articles. This is where we as marketers need to provide more content—but not sales content. Tags: Lead Management Marketing Automation Automation B2B marketing Forbes Google ITSMA marketing Sales Social Media

Why our thought leadership is broken

Chris Koch

All of our talk about marketers becoming publishers is incomplete. Marketers, meanwhile, didn’t have a wall, so they filled their content with self-aggrandizing references to their own products and services that pissed off readers and sent them to other sources for advice. Marketing through association. The same web analytics that have destroyed publishing are now getting marketers fired because nobody’s clicking on their white papers and surveys.

We need an app for that

Chris Koch

I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., Only 50% of marketers in our survey said they had analytics programs, and of these, few were focused on predicting behavior; most were simply reporting past behavior. Make the analytics come to us.

B2B Marketing Trends for 2016

B2B Marketing. Pressure to demonstrate ROI: the great recession and subsequent slow recovery have forced B2B marketers to do more with less, and do. Never flush with cash in the first place, B2B marketing groups have been. Marketers need to take the. marketing, revenue.

We need an app for that

Chris Koch

I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., Only 50% of marketers in our survey said they had analytics programs, and of these, few were focused on predicting behavior; most were simply reporting past behavior. Make the analytics come to us.

What are your best practices for “recession marketing?”

Chris Koch

My web analytics tell me that there are at least 100 people who care enough to let me into their e-mail boxes before deleting me. My CEO at ITSMA, Dave Munn is looking for stories about how marketers have come up with innovative ways to actually do things better during these tough times. Now we do have some research data about the impact that the recession is having on marketers and actions they are taking. And we have lists of marketing best practices that we can rattle off.

What are your best practices for "recession marketing?"

Chris Koch

My web analytics tell me that there are at least 100 people who care enough to let me into their e-mail boxes before deleting me. My CEO at ITSMA, Dave Munn is looking for stories about how marketers have come up with innovative ways to actually do things better during these tough times. Now we do have some research data about the impact that the recession is having on marketers and actions they are taking. And we have lists of marketing best practices that we can rattle off.

The 29 Best Web Analytics Tools

Webbiquity

While chief marketing officers are under increasing pressure to quantitatively demonstrate the ROI of marketing investments, most still struggle with it. ” Analytics tools can ultimately help measure ROI. 1) Google Analytics. ” — Blogging Wizard (Analytics).

B2B Marketing Trends for 2016

B2B Marketing. Pressure to demonstrate ROI: the great recession and subsequent slow recovery have forced B2B marketers to do more with less, and do. Never flush with cash in the first place, B2B marketing groups have been. Marketers need to take the. marketing, revenue.

Seven Expert Google Analytics Guides

Webbiquity

Google Analytics (GA) is the most popular tool for tracking web visits, used by more than half of all companies , including two-thirds of the Fortune 500. To help you use more than 10% of your website analytics, here are seven expert guides to GA.

Best Practices for Revenue Ops: Data & Analytics

bizible

As data plays an ever-increasing role in today’s B2B organizations, both marketing and sales operations professionals are in position to solidify their place as critical revenue drivers. In this article, we’ll focus on best practices for the fourth pillar, Data & Analytics.

9 Ways B2B Analytics Can Optimize Marketing Strategies

bizible

Attempting B2B marketing optimizations without accurate analytics is like flying blind. But which B2B analytics platforms are best equipped for certain types of measurement? We’ll discuss nine methods that B2B analytics can be used to optimize marketing strategies.

Adapting To The NEW Consumer With Better Analytics

grow - Practical Marketing Solutions

While your customer may not have seemingly changed, a NEW consumer has been shaped and molded by online channels, marketing, and sales. After reading my last {grow} post on three common goals and KPIs for social media marketing, you alluded to NEW insights being more important.

Infographic: 4 Marketing Analytics That Matter For Driving Revenue

Crimson Marketing

These are metrics that reinforce the perception that marketing is a cost center, not a revenue center. To change that perception, marketers need to start talking about how their marketing objectives impact the whole sales process and drive revenue.

A Structured Approach to Demand Generation Analytics

ANNUITAS

One analytics vendor after another is selling you on their ability to analyze and make sense of “any” data. And most marketing and sales data is just that — garbage. So what is the key to better demand generation analytics? Blog alignment Analytics big data Demand Generation

4 Actionable Insights from Google Search Console Search Analytics Reports

KoMarketing Associates

SEO remains a critical channel for B2B marketers as they shift their focus on a new year’s worth of goals and objectives. So what tactics do B2B marketers use to execute a SEO program ? Enter Google Search Console’s Search Analytics Report.

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Report: Targeting & Predictive Analytics Driving Changes in B2B Email

The Point

The folks at Demand Generation Report just released a compelling new paper on the impact that new technologies are having on the use, and effectiveness, of email marketing. BA) In your opinion, what is the single hottest trend in B2B email marketing at the moment?

B2B Analytics: Accessing And Using Advanced B2B Marketing Metrics

bizible

Ok, maybe not exactly, but still rewarding if you love numbers and marketing. How do we gather, analyze and implement improvements based on B2B analytics in marketing? How Much Do You Undervalue Marketing? Building B2B Revenue Analytics With Attribution.

Data’s Role in Predictive Analytics Marketing

B2B Lead Blog

Data fuels predictive marketing, a strategy that helps in […]. Unless you’re an expert in palm reading or tarot cards, you probably don’t have the ability to see into the future.

Are Millennial Marketers More Analytical?

Customer Experience Matrix

I had an interesting conversation this week with a vendor of marketing measurement systems on the question of why more marketers won’t buy his type of software. After all, surveys often show that marketers and CEOs alike rate better measurement as a high priority.

5 Ways Blog Analytics Improve Your Business Blog

Writing on the Web

How do you use your blog analytics ? There are many easy-to-use blogging analytics tools out there, but the really successful bloggers know their results and tailor their blogs accordingly.

The Top 10 Free Content Analytics Tools

Contently

For every content marketer worrying about engagement stats, there are options, many of which are free. Analytics tools are key to today’s marketing success, and of all the choices out there, 10 stand above the rest as particularly useful for content strategists.

Datorama Applies Machine Intelligence to Speed Marketing Analytics

Customer Experience Matrix

At first glance, you’d think Datorama is definitely not a CDP: it positions itself as a “marketing analytics platform” and makes clear that its primary clients are agencies, publishers, and corporate marketers who want to measure advertising performance. But the company also calls itself a “marketing integration engine” that works with “all of your data”, which certainly goes beyond just advertising.

Google Analytics- Calculated Metrics for Lead Generation Websites

NuSpark

Google recently released a new update to Google Analytics, featuring a new Calculated Metrics feature. Calculated Metrics are user-defined metrics that are computed from existing metrics available on Google Analytics, and allow more customized and relevant analyses than ever before.

The Only Analytics That Matter Are Your Own

ANNUITAS

it is inevitable that my email inbox explodes with emails urging me to download the latest guides on marketing know-how and friendly token-filled messages from sales reps simply “checking in”. Today’s marketers have a wealth of knowledge at their fingertips. Your analytics.

Turn Marketing Analytics into Sales Enablement

Hive9

The most effective marketing organizations in 2017 (and beyond) will be those who break down any remaining barriers that prevent them from working harmoniously with sales. Marketing Analytics Hive9 sales sales enablement

Predictive Marketing Analytics Drive Advertising Results

Crimson Marketing

Predictive marketing technology is the latest, exciting new tool to help marketers maximize their marketing spend on advertising campaigns. . With that data, marketers can make better decisions about how to allocate their ad budgets. Digital Marketing Marketing Technolog

8 Essential Google Analytics Reports For B2B Marketing

B2B Ideas @ Work

Have you been using Google Analytics for awhile but have a sneaking suspicion that you just aren’t using it to it’s full potential? This blog is to help you use Google Analytics to get the insights that are most valuable for b2b marketing.

The 4 Laws of Predictive Analytics for the B2B Marketer

B2B Lead Blog

New to predictive analytics? This guide gives you the do’s and don’ts of predictive analytics so that you don’t forget what it’s all about. Data Quality Management Big Data Marketing predictive analyticsThen you’ll need a guide.

The Top 5 YouTube Analytics Every Marketer Should Know

Act-On

OK, so you’re tracking the effectiveness of your website via Google Analytics or some of the excellent enterprise analytics solutions. But did you know that YouTube, which is part of Google, has an incredible analytics offering as well?

Why You're Thinking About Digital Marketing Analytics All Wrong

Hubspot

Measuring the effectiveness of digital marketing is one of the greatest challenges facing organizations. According to HubSpot’s 2016 State of Inbound report , 46% of marketers cited "proving the ROI of our marketing activities" as one of the biggest challenge they face within their company.

Three Types of Goals and KPIs Needed for Social Media Analytics

grow - Practical Marketing Solutions

Good social media analytics are needed for businesses to understand the social consumer. ” We find that most clients have three major types of goals they’re looking to achieve with their social media analytics, revolving around: Awareness. Content analytics or analysis.

How Big Data and Marketing Analytics Help Sales

Crimson Marketing

Marketing analytics is the answer. In answer to this challenge, we have also seen impressive new marketing analytics solutions. Marketing teams have access to rich insights into who is talking about your products, what they are saying and what and who is influencing them.