Marketing Insider Group

AUGUST 20, 2020

The lack of rightful accountability is often quite prevalent in marketing and sales. Since most B2B organizations use a wide range of digital strategies to generate leads and convert customers, it is hard to say which approaches are working better than others. Do experiment with attribution models.

Multi-Touch Attribution 265

Multi-Touch Attribution Marketing Attribution Multi-Channel Lead Ranking 265

Marketing Insider Group

MAY 11, 2021

To create the best possible buyer’s journey for your target audience, you must first know them well and understand their behaviors and actions at different touch points. Only then can you create truly personalized, seamless experiences to guide your leads through the sales funnel successfully. Source: Grand View Research.

Lead Ranking 363

Lead Ranking Analytics Marketing AI Marketing Budget 363

Heinz Marketing

MAY 12, 2025

Whether you’re driving awareness, generating leads, or accelerating pipeline, the right plan can make or break your outcomes. This blog covers the most frequently asked questions B2B marketers ask when planning a campaign, organized to help you go from strategy to execution. How do you determine your target audience?

Top of Funnel 69

Top of Funnel Ideal Customer Profiles Planning Campaigns 69

Marketing Insider Group

SEPTEMBER 9, 2020

Marketers are under increasing pressure to show measurable results to the business. Marketing attribution is something I’ve been a little obsessed with since I started blogging. In the end, you have to be willing to take accountability for the success (or failure) of your marketing activities.

Marketing Attribution 257

Marketing Attribution Multi-Touch Attribution Allocation Multi-Channel 257

Adobe Experience Cloud Blog

APRIL 7, 2020

Are you a sales leader? If so, when was the last time y ou spoke with marketing about attribution? If not recently, y ou know marketing is asking you about win rates and sales cycles – so why not ask about the #1 measure of marketing performance ? . What metric is it tied to? .

Marketing Attribution 167

Marketing Attribution Multi-Touch Attribution Top of Funnel Lead Ranking 167

Zoominfo

FEBRUARY 25, 2021

What is lead generation, and why is it a source of contention for sales and marketing teams? What does a “good lead” look like anyway? Get answers to these questions about lead gen — and so much more! What Is Lead Generation? What is a Lead? Pretty simple, right?

Sales Management 177

Sales Management Lead Generation Lead Ranking Sales Qualified Leads 177

Zoominfo

NOVEMBER 20, 2018

In fact, studies show it takes an average of 6 to 8 touchpoints to simply generate a lead ( source ). This multitouch buying experience poses a difficult question for marketers: Which channels actually contribute to an eventual conversion—and how much did each channel contribute? Enter: Marketing attribution.

Marketing Attribution 236

Marketing Attribution Multi-Touch Attribution Lead Ranking B2B Marketing 236

Litmus

AUGUST 14, 2024

I am the first to point out that ROI on email marketing is strong—the strongest, even compared to other marketing channels. Email marketing is more than a channel. But in reality, one email converting to a sale is the sum reflection of everything you’ve done over time to build interest and trust. The same is true in B2C.

Top of Funnel 99

Top of Funnel ROI Multi-Touch Attribution Multi-Channel 99

InsightSquared

JULY 1, 2019

Today’s marketing success relies heavily on deep analytics—analytics that allow marketers to act smarter, faster, and with more thoughtfulness than ever before—to not only gain the attention of today’s savvy B2B buyer, but to engage, nurture, and enable that buyer through the end of their decision-making process. Let’s dive in.

Marketing Automation Services 53

Marketing Automation Services Advertising Benchmark Marketing Report Lead Ranking 53

InsightSquared

SEPTEMBER 11, 2019

Before we dive in, let’s cover the basics: what are campaign attribution models and why are they important ? . Attribution modeling is a way to analyze which marketing channels are accredited with lead conversion. Think of your attribution model as a map of sorts. B2C Marketing. And the cons?

Marketing Attribution 196

Marketing Attribution Lead Ranking Multi-Touch Attribution Campaigns 196

markempa

FEBRUARY 12, 2018

Most of us are solving sales and marketing problems. According to Brent Adamson, Principal Executive Advisor, Gartner, “empathy” is the one word that matters most to sales [and marketing] success. I find both of those attributes of empathy to be potentially hugely powerful for anyone in sales or marketing.

Sales Management 307

Sales Management Buy Research Lead Ranking 307

Contently

DECEMBER 16, 2022

How-to advice is one of the most dominant strategies used in marketing. While most marketers have good intentions when writing how-tos, they don’t always hit the mark on creating useful content. We’ve extensively researched marketing’s “advice problem” and have discovered the sweet spot.

Lead Ranking 176

Lead Ranking Multi-Touch Attribution Cost per Lead Ideal Customer Profiles 176

Webbiquity

AUGUST 8, 2023

“Uncertainty,” “turbulence,” and “tight economic times” are among the top terms impacting decision making for both B2B marketers and buyers. How is marketing measurement changing in response to these challenges? How is B2B buyer behavior changing in response this difficult environment?

Marketing Report 238

Marketing Report Multi-Touch Attribution Demand Paid Search Agency 238

SmartBug Media

OCTOBER 22, 2020

Which of your marketing activities generates the most revenue? Nonetheless, I’ve noticed a few areas where marketers experience confusion in analyzing their reports. Follow these tips and you’ll be an attribution reporting pro in no time. Know the Four Main Conversion Points Used for Attribution Models.

Multi-Touch Attribution 95

Multi-Touch Attribution Top of Funnel Lead Ranking Tips 95

Inbox Insight

MARCH 25, 2025

B2B marketing has never been more complex. Long sales cycles , multiple decision-makers, and ever-evolving buyer expectations make it increasingly difficult to generate demand and convert leads. Without a strategic, multi-touch approach, potential clients fall through the cracks.

Work Management 52

Work Management Marketing Management Ideal Customer Profiles Demand 52

Martech

NOVEMBER 21, 2023

Leveraging marketing data is key to continual optimization and driving growth. This article explains how feeding bottom-of-funnel analytics back into top-of-funnel activities boosts acquisition and reduces costs over time. Data flows throughout the growth loop so the bottom-of-funnel data (i.e.,

Top of Funnel 122

Top of Funnel Marketing Funnels Multi-Touch Attribution Marketing Attribution 122

Single Grain

APRIL 22, 2025

Measuring and optimizing return on investment (ROI) is critical to digital marketing. Marketing teams are often under increasing pressure to justify their spending to upper management, and understanding the actual impact of their digital marketing efforts is essential for long-term success.

Paid Content 52

Paid Content Multi-Touch Attribution ROI Marketing AI 52

Contently

MARCH 23, 2021

But this reality has a silver-lining for creatives—marketing leaders are shifting their budgets into content. The one thing that keeps me up at night, though, is how marketers measure content success. In a recent Contently survey, 95 percent of marketers told us they expected their budget to increase or stay the same this year.

Cost per Lead 214

Cost per Lead Multi-Touch Attribution ROI Lead Ranking 214

Contently

APRIL 13, 2017

I have a catalogued list of my favorite content marketing SlideShares. I’m talking about Why Content Marketing Fails , by Moz founder Rand Fishkin. It tackles the biggest content marketing mistakes with the help of clip art and some pretty bad fonts. Then, that piece of content would have 65 leads influenced.

Lead Gen 164

Lead Gen Lead Scoring Lead Ranking ROI 164

Vision Edge Marketing

FEBRUARY 1, 2022

The early 20th-century department store magnate, John Wanamaker, who famously said, “I know half the money I spend on advertising is wasted, but I can never find out which half,” couldn’t have imagined the analytical power of today’s innovative artificial intelligence (AI) tools for marketers. Entry Level AI Marketing Tools.

Marketing AI 301

Marketing AI Marketing Automation Services Analytics Enterprise Management 301

Contently

DECEMBER 6, 2022

With the complex marketing strategies most of us design today, models like “multi-touch” and “omni-touch” are crucial to genuinely mapping ROI to every piece of content in the buyer’s journey. Why Use Single-Touch Attribution? Challenges of Single-Touch Attribution.

Multi-Touch Attribution 169

Multi-Touch Attribution Top of Funnel ROI Multi-Channel 169

Full Circle Insights

MAY 20, 2022

There is a steady interest in predictive analytics from B2B marketers – possibly related to the popularity of account-based marketing (ABM). In marketing, predictive analytics is about understanding the customer journey. to continue nurturing leads through the funnel. And who wouldn’t want that?

Marketing Attribution 98

Marketing Attribution Sales Management Top of Funnel Lead Ranking 98

Sprout Social

JANUARY 27, 2025

On social, brands drive sales, influence sentiment about their company and products, and even build multi-million dollar businesses from the ground up. According to The 2025 Sprout Social Index , 41% of social marketers say their greatest fear is company leadership not trusting them to publish content that will perform best.

Multi-Touch Attribution 78

Multi-Touch Attribution Cost per Lead Top of Funnel Multi-Channel 78

Zoominfo

FEBRUARY 5, 2024

Every business dreams of a pipeline of well-qualified inbound leads that land in their sales team’s laps. The reality, of course, is that go-to-market teams still need to take an active role in pushing their companies to new heights of growth. What is Outbound Lead Generation? What is an Outbound Lead?

Sales Management 130

Sales Management Lead Generation Lead Ranking Sales Qualified Leads 130

sagefrog

MAY 6, 2025

With the rise of digital engagement and self-directed buying, B2B marketing strategy has undergone a profound transformation. But gone are the days of linear sales funnels and single-channel strategies. As a result, choosing the right B2B marketing strategy is no longer a matter of preference; its a matter of effectiveness.

Work Management 59

Work Management B2B Marketing Paid Search Agency Top of Funnel 59

Contently

MARCH 21, 2023

We all want to attribute value to the content we produce. The ability to map sales back to content is a practice known as attribution, and it’s the black box of content marketing. Every content marketer struggles to achieve success here. Yet content attribution models can look different across companies.

Top of Funnel 151

Top of Funnel Multi-Touch Attribution Paid Content Budget Programs 151

InsightSquared

SEPTEMBER 11, 2019

Before we dive in, let’s cover the basics: what are campaign attribution models and why are they important ? . Attribution modeling is a way to analyze which marketing channels are accredited with lead conversion. Think of your attribution model as a map of sorts. B2C Marketing. And the cons?

Marketing Attribution 149

Marketing Attribution Lead Ranking Multi-Touch Attribution Campaigns 149

Contently

JUNE 29, 2017

Instead, in the spirit of Contently’s accountable content series , let’s talk about something much more practical: how to use B2B content to drive leads. So, how do you—or others—use article content to influence leads in the B2B process? The top of the funnel might require articles, videos, and research papers.

Top of Funnel 157

Top of Funnel Lead Ranking Lead Scoring Multi-Touch Attribution 157

Single Grain

APRIL 13, 2025

Personalized LinkedIn ads are vital to an account-based marketing (ABM) campaign. Single Grain Marketing uses Karrot.ai LinkedIn was first developed as a networking tool, but is now one of the most effective marketing platforms. From Mass Marketing to Precision Targeting Casting a wide net doesnt work for ABM.

Ideal Customer Profiles 52

Ideal Customer Profiles Account Based Marketing ABM Multi-Touch Attribution 52

Inbox Insight

SEPTEMBER 30, 2024

Account-Based Marketing (ABM) has revolutionized how B2B companies approach marketing strategies. By focusing on high-value accounts and delivering personalized experiences, ABM has become a cornerstone of modern B2B marketing. Let’s get started. The ABM tech stack is a crucial component in organizations striving for success.

Account Based Marketing 52

Account Based Marketing Ideal Customer Profiles ABM Multi-Touch Attribution 52

Single Grain

APRIL 29, 2025

B2B marketers who use ABM are achieving 81% higher ROI compared to those who don’t, according to Demandbase. If you’re struggling to connect with high-value accounts or frustrated by generic marketing approaches, you’re not alone. Align sales and marketing teams around shared goals.

Account Based Marketing 52

Account Based Marketing Top of Funnel ABM Sales Management 52

Orange Owl Blog

DECEMBER 29, 2024

B2B Marketing The Ultimate Guide to B2B Marketing Attribution Models Vivek Goel December 30, 2024 Share : Table of Contents Introduction In the dynamic and competitive world of B2B marketing , understanding the effectiveness of your campaigns is not just an advantageits a necessity. What Are Marketing Attribution Models?

Marketing Attribution 52

Marketing Attribution Lead Ranking Multi-Touch Attribution Allocation 52

Oktopost

OCTOBER 7, 2020

Especially when it comes to complex buying processes like B2B transactions. . Believe it or not, over a third ( 34.1% ) of businesses admit they don’t use any attribution model to measure marketing performance. In the data-driven marketing world of 2020, this should no longer be the case.

Multi-Touch Attribution 71

Multi-Touch Attribution Top of Funnel Allocation Multi-Channel 71

InsightSquared

FEBRUARY 13, 2018

Guest blog by Ashley Coleman, Director of Marketing Operations at UserIQ. It seems like every SaaS business wants to structure their sales, marketing and customer success team around a “customer journey framework” as the ultimate display of alignment. The concept of the customer journey is all the rage these days. But we must.

Ideal Customer Profiles 176

Ideal Customer Profiles Multi-Touch Attribution Top of Funnel Marketing Funnels 176

Single Grain

MAY 4, 2025

70% of marketers now have active account-based marketing programs in place, marking ABM’s transformation from a niche tactic to a mainstream B2B strategy. Higher conversion rates, accelerated sales cycles, and stronger customer relationships that drive sustainable growth.

Account Based Marketing 52

Account Based Marketing ABM Marketing AI Ideal Customer Profiles 52

Single Grain

APRIL 16, 2025

The success of any LinkedIn account-based marketing (ABM) campaign is largely determined before the first ad is ever launched. While many marketers focus their attention on campaign execution and optimization, the pre-campaign strategy phase is where the foundation for exceptional results is established.

Account Based Marketing 52

Account Based Marketing ABM Multi-Touch Attribution Linkedin 52

Single Grain

APRIL 11, 2025

Enterprises face unique challenges when implementing account-based marketing (ABM) strategies on LinkedIn. 97% of marketers report that ABM delivers a higher return on investment than other marketing strategies. Multi-touch attribution models are essential for accurately measuring enterprise ABM campaign performance.

Enterprise Management 52

Enterprise Management Account Based Marketing ABM Multi-Touch Attribution 52