Adobe Experience Cloud Blog

JANUARY 7, 2019

Being able to attribute revenue to marketing campaigns is very important for speaking to leadership or the CMO. While first or last touch attribution is easier to model, it can lead to a biased decision. As such, there is no uniform way to measure engagement. Next, define goals for each product, and align those to measurements.

Multi-Touch Attribution 134

Multi-Touch Attribution Lead Ranking Multi-Channel Thought Leadership 134

Adobe Experience Cloud Blog

AUGUST 16, 2018

And if you are managing email marketing campaigns your CMO wants to know: What impact did they make in terms of revenue? These are the metrics that matter to the CMO and rest of the marketing team, and you’ll be expected to report on these metrics with each campaign you launch. What You Should Measure and Track.

Multi-Touch Attribution 113

Multi-Touch Attribution Email Marketing Practices Planning 113

Engagio

JANUARY 20, 2024

” GTM Strategy – The Balancing Act Get ready to learn valuable marketing strategies from Neil Dowling, the CMO of WritePoint, who shares his expertise on navigating economic uncertainty with confidence and optimism. “Mixed media modeling is a completely different kind of attribution.

Marketing AI 62

Marketing AI Lead Ranking Multi-Touch Attribution Conversion 62

ClickZ

JUNE 21, 2023

Ty Heath: Before we delve into that, I’d like to touch upon why we find ourselves in this situation. For a long time, marketing budgets have been focused on short-term tactics that deliver immediate but measurable results, often neglecting the long-term impact on the brand. This is the challenge we currently face.

Advertising Agencies 130

Advertising Agencies Creativity Top of Funnel Advertisements 130

Oktopost

SEPTEMBER 4, 2019

Measuring the efficacy and results of an online marketing campaign can be challenging. You need to organize the many moving parts of your marketing endeavors in a way that allows you to track, measure, and quantify outcomes. Fortunately, SEMrush created a multi-purpose marketing toolkit to help you optimize your marketing channels.

Budget Programs 81

Budget Programs Research Software CMO 81

LeadsRX

AUGUST 31, 2021

Steel City Media is using LeadsRx Attribution, an impartial marketing attribution solution, and LeadsRx Journey, customer journey analytics technology, to measure and get specific marketing insights into campaign performance and to optimize ROAS (return on ad spend) for clients. For more information. Jeff Fishburn. Fishburn PR for LeadsRx.

Multi-Touch Attribution 52

Multi-Touch Attribution Marketing Attribution Work Management Paid Search Agency 52

Champion Communications

JULY 12, 2022

How to Grow a CMO: Building the modern B2B growth engine . With over 20 years of marketing experience, Catriona Walkerden, VP of Global Marketing at Logicalis, shares her best B2B marketing tips on the How to Grow a CMO podcast. Catriona also touches on what organisations can do to elevate women in the tech industry. . .

Multi-Channel 62

Multi-Channel CMO Digital Transformation Paid Search Agency 62

LeadsRX

JANUARY 7, 2022

That’s quite a gap but compared to mid-market and large enterprises that earn multi-billions annually, the distinction is not all that surprising. Multi-touch attribution (MTA) and customer journey analytics (CJA) can provide a lot of value by encouraging, informing, and driving increased marketing performance. Get predictive.

Marketing Attribution 76

Marketing Attribution Multi-Touch Attribution Trends Advertising Agencies 76

SmartBug Media

SEPTEMBER 7, 2020

On the MPI Pipeline Dashboard: You can view each of the following by first-touch or multi-touch attribution. If multiple leads are involved in each opportunity, programs will get a percentage of the credit depending on which leads they touched. This is used for calculating first-touch attribution.

Multi-Touch Attribution 59

Multi-Touch Attribution Multi-Channel Marketo Account Based Marketing 59

Content Standard

MARCH 21, 2022

Whether you’re planning a large-scale, multi-touch campaign or starting small with one channel or audience segment, these three personalization examples can help inspire your strategy: Netflix serves as one of the most well-known examples of a brand with successful, robust personalization. How Will We Measure Success?

Planning 125

Planning Personalization Marketing & Strategy Multi-Touch Attribution 125

B2B Marketing Directions

AUGUST 18, 2019

In the February 2019 edition of The CMO Survey , senior marketing leaders were asked what marketing leadership activities they find most challenging. Measuring the performance and financial impact of marketing has been a persistent challenge for marketing leaders. Dr. Moorman is the T. Austin Finch, Sr.

Lead Ranking 49

Lead Ranking Lead Scoring Multi-Touch Attribution CMO 49

B2BMarketing.net

FEBRUARY 8, 2024

The subject of the interview was captured in the title, “From CMO to CEO: Journey to Destination.” Didier was the perfect interlocutor ; that rara avis whose previous roles included being CMO of other global, med-tech companies, he was uniquely poised to speak about the famously fraught relationship between the CMO and CEO functions.

Enterprise Management 52

Enterprise Management CMO Work Management Customer Satisfaction 52

Litmus

FEBRUARY 2, 2021

With marketing becoming even more measurable and accountable, the relationship with the CFO has become all the more critical—and even more beneficial. A recent CMO study from Gartner found that only 58% of respondents were using their marketing technology stack to its full potential. Make the CFO your new work BFF.

Lead Ranking 59

Lead Ranking Lead Scoring Peer-to-peer Multi-Touch Attribution 59

Engagio

MAY 14, 2019

From team structure and account segmentation to cross-channel execution and measurement, Salesforce uses their ABM programs to engage high-value accounts. Measure the right KPIs for different stages. Measuring your program’s success. Multi-touch attribution. Build messaging tracks based on sales stages.

Account Based Marketing 54

Account Based Marketing ABM Ideal Customer Profiles Top of Funnel 54

ClickZ

JANUARY 29, 2020

While some companies may eliminate the title, that doesn’t mean the role of CMO will go away completely — it will just evolve, and maybe get a brand refresh. We had a chance to sit down with Lynne and spoke about her career journey, the changing role of the CMO, and her predictions for the martech industry in 2020.

Enterprise Management 70

Enterprise Management Work Management Marketing Management CMS Development 70

InsightSquared

APRIL 12, 2018

Capabilities such as multi-touch attribution and metrics such as marketing-influenced revenue are what marketers are looking for to measure the effectiveness of their activities along the buying cycle. Proving that a particular activity caused the buyer to make a decision to purchase is hard to do.

Marketing Automation Services 159

Marketing Automation Services Enterprise Management Work Management Marketing Management 159

The ABM Agency

APRIL 21, 2023

Reading Time: 13 minutes Winning strategies for account-based marketing (ABM) are essential for any director of marketing or CMO at a large B2B SaaS organization. Furthermore, we will explore ways to personalize messaging and leverage multi-channel strategies to engage decision-makers effectively. How do they measure success?

Account Based Marketing 52

Account Based Marketing Ideal Customer Profiles Marketing & Strategy Marketing Strategy 52

Litmus

DECEMBER 8, 2020

In this episode of Delivering, host Jason Rodriguez interviews Oracle’s Wade Hobbs about what we can—and should—measure in email, how that informs strategy, and what the future holds for email marketers. So how do we get more emails, more customers, more touches per customer. Episode Transcript. Jason Rodriguez: Yeah.

Multi-Touch Attribution 82

Multi-Touch Attribution Analytics Marketing & Strategy Budget Programs 82

Marketing Insider Group

AUGUST 4, 2011

And just before my friend Eric Wittlake went on vacation this week, he stoked my creative juices once again with this thought-provoking post about social media measurement. To summarize, the CMO of Kmart stated that TV is easier to measure than Social Media. Measurable or not. Eventually. How about you?

Social Media 100

Social Media Multi-Touch Attribution ROI Marketing Attribution 100

Adobe Experience Cloud Blog

JULY 7, 2014

But as these investments grow, the question arises: What’s the best way to measure that investment? Marketers struggle to find their content’s ROI for two reasons: 1) They don’t think about measurement upfront (during content creation) and then fail to create the right structure/framework to measure results.

ROI 48

ROI Content Marketing B2B Thought Leadership Multi-Channel 48

Metadata

APRIL 4, 2023

Get your story straight with leadership Most chief marketing officers (CMO) don’t last long. In normal times, that mindset is fine, but when budgets are tight, avoid investing in strategies with harder-to-measure ROI. Instead, focus on what you can measure and optimize—think paid social and search. Here’s how.

Cost per Lead 52

Cost per Lead Demand CPL ROI 52

ViewPoint

JUNE 10, 2016

Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the final of a multi-part blog series. James Thomas, Allocadia’s chief marketing officer, blogged on the IBM commerce site : “Never has it been tougher to be a CMO.

Sales Qualified Leads 120

Sales Qualified Leads Planning Peer-to-peer Work Management 120

Adobe Experience Cloud Blog

NOVEMBER 8, 2016

They need to be able to demonstrate the ability to plan and oversee the execution of successful campaigns across multiple channels and measure the results that they drove on each one. Driven by metrics: Building measurable programs and understanding what to measure and when are critical skills for a marketing automation manager.

Marketing Automation Services 134

Marketing Automation Services Enterprise Management Work Management Marketing Management 134

Engagio

DECEMBER 18, 2018

What’s new in the second edition: Some teams are still getting started with ABM, while others execute advanced, multi-faceted programs with target accounts. With over 70% fresh content , it brings all-new best practices in account tiering, sales and marketing alignment, multi-channel orchestration, multi-touch attribution, and more.

Account Based Marketing 54

Account Based Marketing Multi-Touch Attribution Planning ABM 54

Smashmouth Marketing

JUNE 7, 2009

The CMO Club Summit and Sales 2.0 Make Every Investment Count: The Measure of Marketing. Putting Measurement into Action to Improve Leads, Conversions & ROI. Using a Multi-Touch Approach to Engaging and Nurturing Sales Prospects. Been a busy few weeks with conferences. Tappas Tweetup - (find me and say hello).

B2B 100

B2B Marketing Budget Conference CMO 100

Smashmouth Marketing

JUNE 7, 2009

The CMO Club Summit and Sales 2.0 Been a busy few weeks with conferences. Conference were just a couple weeks ago, and this week is MarketingProfs b2b Forum in Boston. I'll be doing some live tweeting from the conference with hashtag #mpb2b , just like from the other two (you can look at conference tweets here: #cmoclub and here: #sales20 ).

B2B 100

B2B Marketing Budget Conference B2B Sales 100

Outgrow

OCTOBER 18, 2022

About our guest: Eric Quanstrom serves as CMO at CIENCE and is in charge of both the company’s inbound and outbound marketing strategies. And for this month we’re going to interview Eric Quanstrom, who is the CMO at Cience, which is a company that helps others grow primarily through lead generation. Appreciate it.

Enterprise Management 52

Enterprise Management Marketing Budget Multi-Touch Attribution Brand Identity 52

Adobe Experience Cloud Blog

MARCH 16, 2015

Here are the steps they took: Established up front goals for band awareness—MQLs, sales and marketing alignment, measurable impact on ROI, and they enabled sales and channel partners. Created a multi-channel lead generation program that would enable lead capture and nurture through Marketo. Alan Gellman: CMO of Esurance.

Top of Funnel 48

Top of Funnel Paid Search Agency B2B Thought Leadership Multi-Channel 48

Vidyard

DECEMBER 18, 2014

Michael Gerard, CMO of Curata and Joe Gelata, our own Director of Demand Gen discussed the measurement of content initiatives in last week’s webinar: “Measuring the Impact of Content Marketing on Your Pipeline” (full version at the end of this post). Which asset was a lead’s first touch?

Top of Funnel 52

Top of Funnel Multi-Touch Attribution Lead Ranking Lead Scoring 52

Adobe Experience Cloud Blog

JUNE 30, 2016

Author: Nate Dame One concern I hear over and over from marketing managers and executives is about accurately and objectively measuring SEO progress and ROI. Traditionally, SEO efforts that could rely on more technical strategies were easier to measure. Ranking changes are not measured by a universal standard.

Work Management 92

Work Management Lead Ranking Lead Scoring SEO 92

Adobe Experience Cloud Blog

OCTOBER 9, 2014

With a keynote from our own CMO, Sanjay Dholakia and an eye-opening session from Julian Archer of SiriusDecisions, the roadshows also showcased customer case studies, product roadmap overviews and a standout session on the importance of creativity. With measurable impact. Based on what they do. Continuously over time.

B2B Thought Leadership 48

B2B Thought Leadership Multi-Channel Lead Qualification Thought Leadership 48

Terminus

NOVEMBER 26, 2019

There are a few ways to measure sales velocity (sometimes referred to as pipeline velocity): Total time spent from opportunity creation to close date. At Terminus, our finance team will measure sales velocity across various segments (e.g. Total time spent in each opportunity stage. Product updates. Industry-specific content.

Sales Management 29

Sales Management Account Based Marketing ABM Top of Funnel 29

Adobe Experience Cloud Blog

APRIL 15, 2013

Mason is CMO of iLevel Solutions in New York and markets a cloud-based software platform to private equity firms worldwide. As a CMO, I’m not necessarily hands-on with marketing automation, but I went to the Summit to optimize my plan for content marketing and sales and marketing alignment.

Marketo 48

Marketo Multi-Touch Attribution Marketing Automation Services Lead Ranking 48

Porch Group Media

FEBRUARY 24, 2022

And to kick us off, I’m delighted to welcome Luci Rainey, who is a former senior marketer at Comcast and CMO of PODS. And then, I was also fortunate enough to be CMO at PODS for almost two years. In your career at Comcast and PODS and in your other jobs, ROAS is the thing that you measure your world by.

First-Mover Advantage 52

First-Mover Advantage Brand Identity Branding Planning 52

Contently

DECEMBER 2, 2022

The Chief Marketing Officer (CMO) position as we know it is in trouble. Companies like Taco Bell, Uber, Johnson & Johnson, and Hyatt Hotels have eliminated the CMO position and course-corrected with replacement roles like Chief Growth Officer, Chief Experience Officer, or Chief Revenue Officer. Overall budgets have risen to 11.8%

Multi-Touch Attribution 152

Multi-Touch Attribution Work Management Paid Search Agency CMO 152

Terminus

JANUARY 3, 2018

This combination ties together marketing execution with measurement. A lesson we learned was that our own product for executing account-based marketing is best paired with powerful tools for measurement and attribution. Six months ago, we didn’t have a way to effectively measure marketing’s impact throughout the funnel.

Acquisitions 0

Acquisitions Account Based Marketing Multi-Touch Attribution Top of Funnel 0

LEADership

SEPTEMBER 10, 2013

It’s free”, “We need huge numbers”, “We need a multi-channel presence”, all of these and other confused C-Suite perceptions about the role and purpose of social media make it increasingly difficult for social to be adopted as a must-have. UNDERSTAND YOUR CMO’S PROFILE. Which one is your CMO? KNOW YOUR INTERNAL AUDIENCE.

Social Media 40

Social Media Budget Programs Buy Media 40