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. think the larger and more long-term need is for marketing to become data driven. What do you think?

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. They want more strategic answers, such as whether marketing is increasing the velocity of contacts through the buying process and reducing the time and effort that salespeople need to expend in making a sale. Tweet This Post.

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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. You need people who know how to create analytical processes and algorithms and all that stuff. Social media has ROI.

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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. In Google analytics , you can drill down by country—even by city—to see where your traffic comes from. really do.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

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. Now. I’ve had some good conversations this week with ITSMA’s Julie Schwartz and with lead management guru Brian Carroll and we all agree that in the broadest sense, measuring marketing misses the point. So we should just stop. Period.

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 Maybe we don’t care enough because we’re focusing on the wrong reasons for doing it. No, there’s something bigger going on here.

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. Lately, as traditional media fall away, marketers are getting the message and creating content that looks just like the stuff that readers love from traditional media: news, advice, and new thinking that is not meant to manipulate them into buying something. Marketing through association. Check.

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. Even rarer is the ability to carry those analytics all the way through to a sale. Make the analytics come to us. But we need to start doing that.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

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. Even rarer is the ability to carry those analytics all the way through to a sale. Make the analytics come to us. But we need to start doing that.

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 else are you doing to improve marketing? On the one hand, it’s depressing.

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 else are you doing to improve marketing? On the one hand, it’s depressing.

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. Yet as pointed out on Marketing Charts , “What’s interesting to see is that CMOs don’t seem to be pursuing what’s being touted as the solution to the ROI struggle: marketing analytics.” Pricing: free.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

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. It wouldn’t be as exciting as a Scarlett Johansson action movie, but it may help a lot of firms get more out of their web marketing efforts. How to Quickly (and Correctly) Track Google Analytics Across Multiple Domains by Moz.

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. In my last post for {grow}, I wrote about three goals and KPIs needed for social media analytics  but was surprised when digital friend Hessie Jones ,  Chief Strategy Officer at Verve.ai, reached out to tell me that I may be living in the past.

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. Here are four marketing analytics for demonstrating marketing’s ability to drive revenue.

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. As indicated in the recent “ 2016 State of Pipeline Marketing ” report from Bizible , Heinz Marketing , Radius , ReachForce , and Uberflip , SEO ranked 4th amongst tactics used to acquire new customers. Google Search Console Search Analytics Report.

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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

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? In this post we describe ways we use our multi-touch attribution product to manage performance, gather B2B analytics, and improve the customer journey. How Much Do You Undervalue Marketing?

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. Demand And most marketing and sales data is just that — garbage. So what is the key to better demand generation analytics? Successful demand generation analytics must bridge the two. Blog alignment Analytics big data Demand GenerationGarbage in; garbage out.

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. It’s not a new concept, by any means, but the hype surrounding Account Based Marketing (ABM) has finally woken up many marketers to the value of a more personalized, one-to-one approach.

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. Even though you may not have the technology (or superpowers) to know exactly what the future holds, you do have the next best thing: data. Data Quality Management

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. Google Analytics. Each time a goal is completed, Google logs the conversion in your analytics report.

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. And it integrates with advertising and Web analytics data on one hand and social listening, marketing automation, and CRM on the other.

5 Ways Blog Analytics Improve Your Business Blog

Writing on the Web

How do you use your blog analytics ? There There are many easy-to-use blogging analytics tools out there, but the really successful bloggers know their results and tailor their blogs accordingly. About Blogs How to.Tips Online Marketing analytics blog content blog traffic tracking web traffic search trafficssets (free). ocial Media. Post views/clicks. Referral sources.

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. The impact of marketing ROI, on the other hand, is often less clear.

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.  I love the new feature and allows so much more reporting opportunity. Marketing Strategy Analytics

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”. As a marketer, I have heard and read all sorts of tips for marketing automation success and campaign effectiveness. I am well aware that Tuesday at 11 a.m. Your analytics.

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. . Predictive marketing technology runs on predictive analytics based on big data to give marketers a complete view of the marketing solutions that are actually working. Image: Courtesy of Higher Ed Marketing .

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 post 8 Essential Google Analytics Reports For B2B Marketing appeared first on MLT Creative. Perfect.

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. It isn’t about getting more and more data or generating more and more campaigns.

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. Companies looking to garner better social media results need to start with those two questions — and from my experience, these are the three areas that need addressing when looking to grasp social media analytics. The KPIs Needed For Social Media Analytics. By Brooke B. And why?

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. Looking at top-level web analytics metrics like traffic is only part of the puzzle.

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? In fact, YouTube Analytics probably gives users more ways to slice and dice their data than any video platform ever has.

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. The data analytics industry is growing between 9 and 12% a year, with some sources predicting that the B2B marketing technology industry will exceed 50 billion dollars in the USA within the next 2 years.

A Marketing Analytics Checklist for 2017

Content Standard

The year is in full swing, and you’re a marketing leader with a big task ahead. Whether you set the bar high last year, made some lofty promises during your end-of-year review, or received an executive mandate from leadership, you have big goals set that make your marketing analytics want to cry. For many marketers, tracking begins with the channel. Marketing ROI

Monitoring vs Analytics [Infographic]

Buzz Marketing for Technology

So I spent the better part of January looking at every social media listening, monitoring, analytics, intelligence and insights firm I could get my hands on. Having been in professional services marketing long enough I thought I would use the classic 2×2 graphic to explain the findings visually. SENTIMENT BASED ANALYTICS. ANALYTIC AGGREGATORS.