Adobe Experience Cloud Blog

AUGUST 16, 2018

By the end of 2018, an estimated $500 billion in digital commerce revenue will be attributable to email marketing, reports Gartner. And if you are managing email marketing campaigns your CMO wants to know: What impact did they make in terms of revenue? Determine the strategy, goals, and attribution model.

Multi-Touch Attribution 113

Multi-Touch Attribution Email Marketing Practices Planning 113

ClickZ

JUNE 21, 2023

Ty Heath: Before we delve into that, I’d like to touch upon why we find ourselves in this situation. This common mistake leads to underinvestment in brand building, which is harder to measure and understand. It’s crucial to ensure that the ad is attributed to your brand, using distinctive colors, logos, and assets.

Advertising Agencies 130

Advertising Agencies Creativity Top of Funnel Advertisements 130

Litmus

FEBRUARY 2, 2021

When a marketing leader is asked to do something outrageous—like show how they deliver business value to their organizations—hearts race, stomachs flutter, and questions fly. What do you mean by business value—we generate leads, conversions, and sales? How can we show business value when our data and analytics are siloed?

Lead Ranking 60

Lead Ranking Lead Scoring Peer-to-peer Multi-Touch Attribution 60

Engagio

MAY 14, 2019

In today’s day and age, organizations must join forces to help leaders and their businesses develop a customer-obsessed strategy to drive growth. Tony highlighted the importance of alignment across different parts of the organization. Multi-touch attribution. Content attribution. Account analysis.

Account Based Marketing 54

Account Based Marketing ABM Ideal Customer Profiles Top of Funnel 54

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. Image attribution: Pexels from Pixabay.

Planning 122

Planning Personalization Marketing & Strategy Multi-Touch Attribution 122

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. Paul Magill is a Managing Director with Deloitte Consulting and the former CMO for Abbott. The comparable percentage was 54% in the 2018 edition of the survey, and 49% in the 2017 survey.

Lead Ranking 49

Lead Ranking Lead Scoring Multi-Touch Attribution CMO 49

Litmus

DECEMBER 8, 2020

So how do we get more emails, more customers, more touches per customer. And so that’s super clear for some companies that have good attribution models and for others that’s still fairly fuzzy as to what incremental value they drive to the business by sending an email or by sending an SMS to customers.

Multi-Touch Attribution 83

Multi-Touch Attribution Analytics Marketing & Strategy Budget Programs 83

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.

Account Based Marketing 52

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

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. Saksham Sharda.

Enterprise Management 52

Enterprise Management Marketing Budget Multi-Touch Attribution Brand Identity 52

Adobe Experience Cloud Blog

JUNE 30, 2016

It’s every CMO and business owner’s first (and sometimes last) SEO thought, and usually the primary metric by which SEO efforts are measured. Dropping eight places on page 4 of search results isn’t going to impact your organic traffic, but dropping two places on page 1 probably will. Organic Traffic is a Better SEO Metric than Ranking.

Work Management 92

Work Management Lead Ranking Lead Scoring SEO 92

Terminus

JANUARY 3, 2018

Terminus has acquired BrightFunnel , the pioneer in B2B marketing analytics and attribution. ABM unites the go-to-market team around orchestrating their engagement with key people in target accounts, which leads to efficient growth and exceptional buying experiences. This combination ties together marketing execution with measurement.

Acquisitions 0

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

SmartBug Media

JANUARY 23, 2020

HubSpot’s CMO Kipp Bodnar recently authored a post titled “ Marketers Deserve Enterprise Software That Doesn’t Suck ”—and frankly, we agree with the title (and sentiment). on the verge of massive lead growth and the need to attribute it to marketing campaigns, skip on up to the Professional or even Enterprise level. (If

Enterprise Management 16

Enterprise Management Work Management Multi-Touch Attribution Marketing Management 16

Contently

MARCH 23, 2021

Content has a huge impact across all stages of the customer journey, but you can’t capture ROI with a simple attribution model on Day 1. While everyone wants to attribute content directly to revenue, it’s silly to attempt that before you gauge how effectively you built an audience or generated leads. Leads Generated.

Cost per Lead 215

Cost per Lead Multi-Touch Attribution ROI Lead Ranking 215

Martech

MARCH 22, 2022

Brenner touches on that topic in his blog post “ How to Solve the Challenge of Marketing ROI.” This means that for most organizations, all you have to do is get more results from the same budget. The digital platform that every company sits on with its web site is generating traffic, leads or revenue,” Brenner said. “If

Planning 112

Planning Multi-Touch Attribution Paid Search Agency Lead Ranking 112

Litmus

AUGUST 3, 2021

Doing more with less is a common theme for modern marketing organizations. Our organizations want us to drive the business forward by amplifying brand awareness, leading business strategy, attracting new customers, creating customers for life, and delivering up-and-to-the-right pipeline and revenue charts that delight our stakeholders.

Marketing Budget 91

Marketing Budget Budget Programs Marketing Attribution Marketing Budget Creation 91

Full Circle Insights

FEBRUARY 28, 2021

As consumers, we’ve all seen examples of what happens when business units within a single enterprise or partner organizations that jointly serve customers maintain data on different systems. Intro to Full Circle Campaign Attribution. Building a Solid Case for Attribution to the CMO. Designing a Lead Lifecycle.

Lead Ranking 89

Lead Ranking Sales Management Marketing Attribution Full Circle Insights 89

The ABM Agency

MARCH 28, 2023

Automation solutions are particularly useful in creating personalized experiences at scale by automating activities such as email outreach, lead scoring, data enrichment, content syndication, website personalization and more. For example, automated workflows can be used to send customized emails based on a prospect’s actions or interests.

Multi-Touch Attribution 52

Multi-Touch Attribution Account Based Marketing Demand Generation Agencies Marketing AI 52

The Marketing Blender

FEBRUARY 20, 2024

This complexity heightens the difficulty of marketing to multiple personas with different needs and tracking attribution amidst off-screen decisions that can sometimes span multiple organizations. Multi-Channel B2B Marketing: The Key to Success In today’s digital age, relying on a single marketing channel is a mistake.

B2B Marketing 52

B2B Marketing Advertising Agencies Multi-Touch Attribution B2B Thought Leadership 52

chiefmartech

AUGUST 5, 2019

21 sponsored sessions from leading marketing technology providers. That afternoon, Charlene Li , senior fellow at Altimeter, will give a keynote based on her latest book, The Disruption Mindset: Why Some Organizations Transform While Others Fail. After stints as CMO at HubSpot and Cybereason, Mike landed the top job at Lola.com.

Enterprise Management 58

Enterprise Management Planning Marketing Attribution Work Management 58

Unbounce

JULY 12, 2023

And, as you know, I’m Pete Housley, CMO of Unbounce. James is our senior creative director and leads our in-house full-service agency. [00:02:27] The example that the product lead used was, oh, you’ve got a skincare line and it’s summer, and you want to have peaches behind your image. Once again, my co-host is James Thompson.

Paid Search Agency 98

Paid Search Agency Advertising Agencies Ad Agencies Lead Ranking 98

ClickZ

FEBRUARY 18, 2020

30-second summary: Technology vendors use the hype around CDPs as a way to get onto RFPs and tenders, which can often lead to inertia in the marketer’s decision-making process, where they get to a shortlist of two or three technologies that all fix very different issues. And with the CDP hype, comes large investments in CDP technologies.

Enterprise Management 103

Enterprise Management Marketing Automation Services Work Management Marketing Management 103

Content Standard

AUGUST 2, 2018

Marketers recognize that organic social media promotion isn’t enough to drive strong ROI, and their budget allocation proves it. Deloitte’s February 2018 CMO Survey found that social media spend is up 243 percent since 2009 and is predicted to increase by 71 percent in the next five years. Image attribution: Josh Rose.

Marketing Attribution 49

Marketing Attribution Lead Ranking Social Media Multi-Touch Attribution 49

Televerde

NOVEMBER 26, 2019

Marketing success of yore has been measured by single-touch attribution (giving one touchpoint 100% of the credit for sourcing a deal) or wasn’t measured (quantatively) at all – probably what attributed to its reputation as a fluffy rather than formidable business unit. Attribution. But how do we get there?

Multi-Touch Attribution 52

Multi-Touch Attribution Top of Funnel Sales Qualified Leads Multi-Channel 52

SnapApp

DECEMBER 12, 2017

It’s no longer a tool for spamming leads sick of impersonal emails. . . The marketing industry is embracing deeper analytics, integrations that align teams targeting leads at different stages of the funnel, and AI that can predict the results of a campaign and auto-optimize in real-time without human intervention. . .

Marketing Automation Services 103

Marketing Automation Services Marketing AI Paid Content Marketing Automation 103

LeadSloth

JANUARY 12, 2010

Christoper Doran , CMO, Manticore Technology. Kevin Joyce , CMO, Market2Lead. The vast majority of leads generated on a website never have a meaningful conversation with a sales rep. If there is no mechanism to pass the lead back to the marketing team (in an automated or semi-automated fashion), the lead is gone forever.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Sales Management Automation 100

Choozle

APRIL 30, 2024

According to Gartner’s 2023 CMO Spend and Strategy Survey , 25.6% It’s crucial not just to keep up but to lead. Target the right people, drive traffic, and convert leads. When your organic reach hits its limits, paid media steps in, ensuring your content and messages reach the right people at the right time.

Paid Content 52

Paid Content Multi-Touch Attribution Paid Search Agency Marketing Budget 52

Full Circle Insights

FEBRUARY 8, 2021

In the Gartner CMO Spend Survey , nearly 70% said they expected to increase martech investments over the next 12 months. Another point in favor of more CMO-CIO collaboration: there’s evidence that it increases revenue. Marketers can significantly improve process efficiency by using funnel metrics and tracking leads inside the CRM.

Lead Ranking 59

Lead Ranking Sales Management CMO Marketing Attribution 59

Heinz Marketing

FEBRUARY 8, 2021

” and our guest is Jon Miller , CMO at Demandbase. So from Epiphany, to Marketo, to being the first person I heard anywhere utter, “This is no longer going to be a lead based effort. I’ve long believed that trust is by far the most important brand attribute in B2B, because as we all know, brands operate on emotions.

Account Based Marketing 101

Account Based Marketing DemandBase Marketing Automation Services Top of Funnel 101

SnapApp

FEBRUARY 13, 2018

Multi-channel marketing. . . Multi channel customers spend 3-4 times more than single-channel customers. Multichannel marketing refers to the practice of engaging prospects, leads and customers across a combination of indirect and direct communication channels. Every channel and touch point provides customer insight.

Marketing Strategy 63

Marketing Strategy Marketing & Strategy Examples Multi-Touch Attribution 63

Kapost

AUGUST 8, 2016

We’re talking a lot with marketers about the internal impact of technology on organizations, and then also how that translates into customer engagement. With a mature marketing technology stack, a CMO can make better, more informed decisions. In your opinion, how has technology simplified, or complicated, a marketer’s job?

Sales Management 48

Sales Management Paid Search Agency Work Management Marketing Management 48

Full Circle Insights

SEPTEMBER 11, 2020

Rumors that the CMO role is going the way of the dodo bird have been circulating for years. Talk of the role’s imminent extinction ramped up considerably in 2019 when the CMOs of three major brands—McDonald’s, Uber, and Johnson & Johnson— stepped down and were not replaced.

CMO 52

CMO Lead Ranking Sales Management Marketing Attribution 52

Full Circle Insights

JANUARY 28, 2021

To summarize, agile marketers organize projects around a “sprint” — a time-limited project that usually takes place over a few weeks or less. The ability to accurately attribute revenue to marketing campaigns inside the CRM lets marketers allocate budgets more efficiently. How Getting Marketing Attribution Right Boosts.

Sales Management 98

Sales Management Marketing Attribution Lead Ranking Planning 98

Full Circle Insights

JULY 27, 2021

The Sammys honor organizations and products helping to solve the challenges organizations have connecting and collaborating with prospects and customers. The company offers multi-touch attribution, comprehensive funnel metrics and lead management technology. Intro to Full Circle Campaign Attribution.

Full Circle Insights 98

Full Circle Insights Lead Ranking Sales Management Marketing Attribution 98

Full Circle Insights

AUGUST 16, 2021

If you have a favorite nonprofit organization, now is an excellent time to show your support by making a generous donation. There are a lot of ways to structure a corporate philanthropy program and support nonprofit organizations through a business. Intro to Full Circle Campaign Attribution. An Intro to Full Circle Matchmaker.

Lead Ranking 98

Lead Ranking Sales Management Marketing Attribution Top of Funnel 98

Full Circle Insights

NOVEMBER 24, 2020

This increases marketing efficiency by telling Full Circle customers which campaigns perform better so they can invest more wisely and use funnel metrics and attribution to optimize processes. Intro to Full Circle Campaign Attribution. Building a Solid Case for Attribution to the CMO. Designing a Lead Lifecycle.

Full Circle Insights 94

Full Circle Insights Lead Ranking Sales Management Marketing Attribution 94

Full Circle Insights

MAY 20, 2022

to continue nurturing leads through the funnel. Marketing Attribution and Funnel Metrics Are Still the Key. But keep in mind that the process has to lead to revenue to be an effective approach. But keep in mind that the process has to lead to revenue to be an effective approach. Intro to Full Circle Campaign Attribution.

Marketing Attribution 98

Marketing Attribution Sales Management Top of Funnel Lead Ranking 98

Full Circle Insights

NOVEMBER 26, 2020

A Gartner CMO spend survey found that 68% expect to increase martech investments in the coming months. But will CMOs consult with their CIO before buying a new martech solution? Steps Toward Building a Great CMO-CIO Relationship. So, how can CMOs reach out? Funnel Metrics and Attribution for Salesforce.

Lead Ranking 98

Lead Ranking Sales Management Marketing Attribution Top of Funnel 98