Biznology

JANUARY 30, 2015

Our legacy databases are not as robust as we need. New tools and technologies emerge and must be evaluated. Consider enabling the data input group with a real-time interface with a database services provider to prompt the standard company name and address. This can be an expensive, but very helpful, tool.

De-duplication 80

De-duplication Work Management Marketing Management Marketing Attribution 80

Webbiquity

JANUARY 12, 2021

Year after year, marketing professionals are asked to do more with less. Generate more leads (or sales) and increase brand awareness, without spending more (or at best, not much more) money. Most analytics tools are limited in their ability to answer this. We can do that on the multi-touch attribution side.

Allocation 231

Allocation Marketing Budget Marketing Attribution Multi-Touch Attribution 231

Customer Experience Matrix

JANUARY 18, 2015

You may recall that I listed several sets of products as CDPs: B2B predictive lead scoring and customer success management; campaign management with an integrated customer database; and data management platforms to support online advertising. Things get interesting when you look for specific systems that perform the subtasks.

Marketing Automation Services 120

Marketing Automation Services Marketing Management Marketing Attribution Lead Ranking 120

Biznology

AUGUST 3, 2020

To add to the complexity, B2B marketing involves multiple targets in a single account, with multiple touches through myriad channels—online and offline—over months and years. To make matters worse, the sales team will argue that they were already in the account, and marketing deserves no credit for the deal. End user sampling.

Multi-Channel 197

Multi-Channel Multi-Touch Attribution Advertising Channels Sales Qualified Leads 197