• B2B Marketing Blog

    When Do Marketers Decide To Implement Marketing Attribution? What The Data Tells Us

    When do marketers start investing in marketing attribution?

    This is a question I’m curious of because at a certain point, marketing attribution transforms from nice-to-have to need-to-have. At a certain stage, marketers decide they need to observe the connection between marketing and sales.

    They want to learn what marketing spend is having the biggest impact on the bottom line. But when do marketers begin solving this problem and implementing marketing attribution?

    In this post, we explore the factors that may influence when the light bulb goes off and companies decide to implement marketing attribution models.

    Keep reading When Do Marketers Decide To Implement Marketing Attribution? What The Data Tells Us

    Topics: marketing attribution

    5 Questions B2B CMO's Should Answer To Yield Exceptional Marketing ROI

    When it comes to measuring marketing ROI there are several approaches.

    Despite having endless metrics and calculations, we’ve boiled it down to the most important questions B2B CMO's should ask.

    By answering the following 5 questions, B2B marketing leaders can identify successful campaigns, troublespots in the funnel, optimization opportunities, and of course marketing ROI.

    These are the questions we'll be covering: 

    • What’s the Short Term Marketing ROI vs. Long Term ROI?

    • What’s the customer acquisition cost?

    • How much revenue are we generating?

    • Which campaigns are driving growth?

    • Where do conversions happen?

    This article is for marketers who think about marketing ROI in all its mystery.

    Keep reading 5 Questions B2B CMO's Should Answer To Yield Exceptional Marketing ROI

    Topics: roi, marketing attribution, marketing operations

    [Video] 5 Tips for Cracking B2B Attribution In 2015

    This post is a recap of our webinar on B2B marketing attribution. To watch the full webinar skip to video recording at the end.

    Most of the discussion on marketing attribution modeling focuses heavily on single touch modeling and its flaws, but few offer real answers on alternatives. We’re here to change that.

    Keep reading [Video] 5 Tips for Cracking B2B Attribution In 2015

    Topics: marketing attribution, B2B Marketing

    Multi-touch Attribution Concepts and Models

    In a previous post, I wrote about some research we explored in our newest guide, Multi-touch Attribution for Companies with Sales Teams. In this post, let’s look at a few common and advanced attribution models and concepts so you can make the most of the research and implement a b2b marketing attribution model in your organization. But first, why should you consider multi-touch revenue attribution? Simply, it can:

    Keep reading Multi-touch Attribution Concepts and Models

    Topics: multi-touch attribution, revenue attribution, attribution models, attribution concept, marketing attribution

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