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The Pros and Cons of Attribution Models: A 2021 Update

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Note: This post is a timely refresh of a blog we wrote in 2016, The Pros and Cons of Different Revenue Attribution Models. To truly understand marketing ROI, we must first understand marketing influence.

Happy New Year? A Marketing Strategy for 2020.5

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If you’re ready to leave the trials and tribulations of 2020 marketing in the dust, you might be excited to learn about a new concept that’s been floating around: 2020.5.

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The Falling Tenure of the CMO: How to Help Turn the Numbers Around

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Over the past few years, research has been showing a decline in the average tenure of a U.S. chief marketing officer. In fact, at 3.5

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Your Marketing Campaign Shouldn’t Take Ages to Launch: A Story of Denise and Christine

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To justify their marketing spend, marketing leaders are under constant pressure from their organization to deliver ROI.

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11 Email Deliverability Strategies to Reach the Inbox

With nearly 1 in 5 emails from U.S. senders failing to reach the inbox, deliverability challenges still plague senders and prevent email campaign success. Check out this deliverability guide for actionable strategies and real-world examples of companies applying smart inboxing tactics.

What Are You Forgetting in Your Marketing Plans?

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If your marketing plans contain, well, just marketing plans, you might want to consider casting a wider net. Unfortunately, you may be missing other key information that could impact sales and the overall performance of your organization.

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The CRM “lead” conundrum: Why did they have to get it so wrong and cause so many problems?

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I am talking about the word “lead” with regard to marketing and CRM systems. We have gotten it completely wrong for decades, and it has caused a great deal of problems and unnecessary expense for many organizations.

Adopting an Agile Approach? Don't Forget a Few Key Things

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At the start of the year, we took a deep dive into the concept of agile marketing and what it takes to adopt the approach for your marketing team: proper planning and training and, crucially, a collaborative and centralized planning solution (among other things, of course).

Marketing, Are You and Finance Aligned? Five Evergreen Tips for Getting in Sync

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We’ve talked a lot recently about how creating the most effective marketing plan is a team sport involving departmental input across your organization, especially between marketing and sales - but collaboration between marketing and finance is certainly no exception.

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Resilience: The New 2020 Marketing Theme?

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The year 2020 has demonstrated why clear visibility into plans more than just once a year, half or even quarter is essential for marketing leaders. If you can’t see what’s happening in the first place, you’re not going to be able to adjust accordingly for sudden market changes.

Developing Your Training Content So That It Actually Moves the Needle

Speaker: Bryan Naas, VP of Sales Productivity at Braze

Getting reps & marketers to engage in your content is half the battle of providing value that can ultimately impact the bottom line. How do we break through the noise? In this session, Bryan Naas will detail what it takes to build training and content resources that reps will actually take the time to engage with so you can help them reach their goals.

Speaking of Alignment.

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It’s pretty common knowledge that in order for marketers to be successful, they need to collaborate with other departments across the organization. Creating the most in-depth and effective marketing plan is absolutely a team sport involving departmental input across the board.

Why Spreadsheets Still Aren't Great for Marketing Management

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It’s been nearly five years since we posted a blog denouncing the use of spreadsheets for complex marketing performance management.

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Tracking the Impact of Your COVID-19 Plans

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Figuring out your optimal marketing strategy during a global pandemic is unprecedented.

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Revisiting 2020 Marketing Strategies: What’s New?

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When you look back at 2020 marketing predictions published prior to the pandemic, you might notice advice that ended up being pretty spot-on, a little inaccurate or maybe even more relevant than you anticipated in terms of its representation of our actual state of affairs this year.

The Best Sales Forecasting Models for Weathering Your Goals

Every sales forecasting model has a different strength and predictability method. It’s recommended to test out which one is best for your team. This way, you’ll be able to further enhance – and optimize – your newly-developed pipeline. Your future sales forecast? Sunny skies (and success) are just ahead!

How Can Retail Marketers Better Meet Their Goals? Start With the Right Martech

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With inadequate data management practices, many retailers are having trouble meeting their marketing objectives, finds new research.

What's a Good Martech Investment You Could Make Instead of a Super Bowl Ad?

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Happy Super Bowl Sunday! Whether you’re thrilled or crushed you won’t see the Patriots - say what? - in the big game this year, you’re bound to be entertained by at least a few exceedingly pricey commercials, which are estimated to sell for roughly $175,000 per second.

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Three Key Components of an Effective Marketing Calendar

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When it comes to choosing a new wall calendar for the new year, you’ve got some tough choices in front of you. Lighthouses of New England? Best The Office quotations? Rescued kittens in baskets, perhaps?

Four Tips to Improve Your Data Democratization and Get the ROI Everyone Wants

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Is your company’s data analytics practice up to snuff, or are there things you could improve?

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The Revenue Leader's Guide to Prospecting

Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners

Sales & Marketing departments that work together guarantee higher acquisition, better nurturing, and more effective sales. Join Christopher Ryan for this insightful webinar, presenting the wide funnel lead nurturing model. Don't miss out on this opportunity to get your teams working together and your revenue performance optimized.

Why Two Budgets Are Better Than One

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Lewis authored the often quoted saying that “two heads are better than one.” Why? “[N]ot N]ot because either is infallible,” the British writer said, “but because they are unlikely to go wrong in the same direction.”

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The Foundation of a Successful Agile Marketing Team: Centralization

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In the fourth season of The Office , Michael Scott, laden with financial troubles, decided he needed to declare bankruptcy, leading him to announce to his colleagues, “I declare bankruptcy!” Spoiler: His verbally declaring bankruptcy didn’t automatically launch the legal process.

Successful Marketing Plans Depend on Visibility

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A marketing plan with visibility (from multiple points of view) is one that’s designed to meet often complex corporate goals tied to specific strategies for growth. And while this might sound fairly obvious, a lot of companies aren’t hitting the mark when it comes to visibility in their marketing plans. Marketing Planning visibility reverse waterfall

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Finance Needs Accountability: Get Everyone on the Same Page

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What’s your relationship with finance like? If the answer is that there’s room for improvement, then it’s time to start giving finance the accountability it needs - and here’s why. financial integration marketing data B2B Marketing Performance marketing strategy

5 Key Elements for Building a Successful Data-Driven Product

When selecting data providers, companies must ensure they’re tapping into comprehensive, high-quality streams of fresh information which can be easily integrated into their products in a privacy-compliant manner.

3 Steps to Finding the Right Alignment Between Budget and Strategy in Your Marketing Plan

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Getting the balance between your marketing budget and strategy in your marketing plan is no easy feat. You’ve got a lot of things to consider and you’ve got a lot of things that can change at any moment. Marketing Planning Marketing Budgeting marketing strategy alignment

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What to look for in your marketing planning solution.

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One of the best quotes about planning ahead comes from that iconic Founding Father, Benjamin Franklin: “By failing to prepare, you are preparing to fail.” This is particularly apt in the world digital marketing, where a lack of specific strategies to achieving clear goals will sink any business, big or small. For that reason, we’ve listed five features every marketer needs to look for when selecting an effective marketing-planning software solution.

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5 Steps to Allocating a Winning Marketing Budget

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Your marketing budget is the biggest indicator of where your strategy is going. Whatever you spend your budget on is ultimately where marketing will be heading. This is why effectively allocating your budget is vital for seeing growth within your department, and your organization that is aligned to your strategy. Now, the big question is, how do you go about doing this? Budgeting Marketing Budgeting marketing strategy alignment visibility

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Break Down Silos at Your Enterprise with an Iterative Collaborative Planning Environment

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A strong marketing plan isn’t just about marketing. It needs to combine other planning processes from other departments that are involved with marketing in any shape, way, or form. And that’s a lot of departments, when leadership, sales, channel, product, and finance all play such an integral part in the role of marketing. Marketing Planning alignment collaboration

Your New Schematic for Next-Level Sales Coaching & Enablement

Speaker: Matthew Hawk, President of B2bTrainers

The term “sales enablement” applies to a dizzying array of best practices and technologies. In addition, there is tremendous competitive pressure not to fall behind. No matter where you are in your current sales enablement strategy, one thing is key: success ultimately rides on the habits of your sales managers & marketers. In this webinar, Matthew Hawk will lay out an in-depth schematic for your next-level sales coaching, demonstrate the key activities that comprise success, and walk you through several examples of sales coaching cadences that apply to all salesforce sizes.

Filtering Marketing Data for Improved Insights

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Conventional wisdom holds that the more marketing data we have, the better. Data can show us so much, but it seldom comes in a that’s actionable or easy to understand. And the more data we track, the harder it can be to translate it into meaningful insights. Hive9 Data Visualization Marketing Insights

Improve Your Content Strategy with Data

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Content marketing has been one of the biggest marketing success stories of the past few years, with. 89% of companies focusing on this approach citing positive results. But like any marketing tactic, you can put resources into content marketing only to watch it fail. Hive9

Shine a light on your marketing planning efforts to deliver better performance

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Planning can be a dirty word in any aspect of business, especially Marketing. Planning is difficult. It takes time and resources to be done right. It takes skills, tools, and a solid process to execute. And it takes data, data that must be cleaned and aggregated into consumable insights for it to be usable for the planners. Marketing Planning Financial Planning Budgeting Revenue Attribution Marketing Budgeting Hive9 Effective Planning Marketing Insights ABM marketing data Marketing Performance

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Behind the Scenes of Marketing Personalization

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Every day we’re marketed to in a fashion that has nothing to do with us. We’ve grown so used to this phenomenon, in fact, that most of us hardly see poorly matched advertisements or emails anymore. The marketers behind those messages are likely wasting both their time and money. Hive9 Marketing Personalization

B2B Pocket Playbook: End-to-End Guide to Sales Enablement

Sales enablement is the strategic process of providing sales teams with the content, guidance, and mentorship needed to engage targeted buyers. It’s all about equipping sales professionals with the tools they need to put their best-selling foot forward. And if sales teams want to continuously sell better -- and faster -- their sales enablement process must have a game-winning strategy. It's time for you to start selling smarter - and hitting your sales number - with the best B2B database in the market. Get started today.

You Need Marketing Insights Now. Why Wait?

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Marketing data has come a long way. The insights we can now glean from marketing analytics give us the power to make huge strides in how well we do our jobs. Of course, the path from marketing data to clear, actionable dashboards and reports depends on some pretty powerful tools. Marketing Analytics Hive9 Business Intelligence

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