Understanding B2B Marketing Attribution Challenges

August 04, 2020 in Strategy by Jami Olive

Measuring B2B marketing performance across platforms and channels is one of the biggest challenges that organizations are facing. In fact, in a recent study from Demand Gen Report, it was the most commonly cited obstacle holding organizations back from rating their ability to track and analyze marketing data as excellent. Almost half (47 percent) of […]

Using Account-Based Content as Part of B2B Marketing Strategy

June 23, 2020 in Tips by Jami Olive

B2B marketers agree that content marketing is a vital part of their overall marketing strategy this year. In a recent survey from ON24, Market2Marketers, and Heinz Marketing, it was reported that 78 percent of the B2B marketers who were asked will use content to reach existing and potential customers.

Is There a Solution For Bridging the Sales and Marketing Gap?

April 24, 2020 in Strategy by Jami Olive

It seems there’s been a gap between marketing and sales teams for as long as there have been marketing and sales teams. While there is an agreement that shared responsibility between the two is what’s needed to drive revenue at B2B companies, there is also a feeling that the two are not well-integrated within their […]

Are Digital Marketers Measuring KPIs or ROI?

January 08, 2020 in Strategy by Jami Olive

Digital marketers have their work cut out for them when it comes to calculating the return on investment (ROI) they are getting for the dollars they spend on marketing campaigns.

How to Improve Your B2B Content Marketing

January 02, 2020 in Tips by Jami Olive

It’s no secret that content is a crucial element of marketing strategy, and many B2B marketers found 2019 to be a successful year for their content marketing efforts. In a recent survey from the Content Marketing Institute (CMI), B2B content marketers were asked how they plan to keep that success going in the New Year. […]

Optimizing Your B2B Email Marketing Deliverability

December 04, 2019 in Tips by Jami Olive

Email is one of the most important and effective marketing channels for B2B and B2C businesses alike. However, many organizations continue to have challenges in achieving a healthy return on their email marketing investments. In fact, a recent study shows that 43% of the responding marketers don’t believe their email marketing effectiveness has changed at […]

Using Personalization and Content to Create Quality Leads

September 23, 2019 in Tips by Jami Olive

Marketers are always looking for ways to improve the quality of their leads. One quality lead that results in conversion is far better than ten random ones that don’t. It’s the whole “a bird in the hand is worth two in the bush” thing. Marketers don’t want to waste precious time trying to nurture […]

Why is ROI by Channel Important for B2B Marketers?

August 01, 2019 in Tips by Jami Olive

Last year, in a study that asked B2B marketers what their biggest challenge was in measuring the impact of their marketing efforts, nearly half of them said it was being able to measure impact across channels. What they wanted was a way to accurately measure the ROI across different marketing channels. It seems that this […]

Are You Targeting the Wrong Job Level with B2B Content?

June 10, 2019 in Strategy by Jami Olive

Did you know that C-level executives delegate the research portion of the buying process to other members of their team about 60 percent of the time? Yet, many B2B marketers create content that specifically targets C-suite executives. In a recent report from NetLine, it was determined that individual contributors are the individuals who download the […]

Understanding B2B Marketing Attribution Challenges