Attribution is not a new model of measurement, but in the age of digital transformation, it has evolved as the buyer’s journey became more complex. With organizations having multiple decision-makers in buying groups to research a potential purchase, attribution has become difficult for marketers to accurately assess the value of individual efforts across multiple channels.
HubSpot has announced new features and capabilities within its Marketing Hub Enterprise solution, including revenue attribution reporting, AI-powered A/B testing and account-based marketing tools.
We're still coming down from the high of the excitement at our first-ever B2B Sales & Marketing Exchange at the Encore Boston Harbor resort last week. With so much great content under one (very fancy) roof, there was no shortage of actionable advice and quotes-to-live-by to bring back to the office.
In case you missed out on the fun, we've rounded up some of the best quotes, one-liners and takeaways from #B2BSMX from our esteemed speakers.
Three questions encompass everything a c-suite or board wants to know when it checks in with its marketing organization:
Sounds simple, right? You might be shaking your head right now, having full knowledge of the scramble and stress associated with coming to that table with clear-cut answers to those questions.
LinkedIn launched a new integration with Google Campaign Manager designed to help marketers manage attribution for all of their LinkedIn ads from a single, centralized location.
For many marketers, the Fall brings a mixed bag of analyzing and fine-tuning their current campaigns to try and close out the year as strong as possible, while also building budgets and identifying new plans and programs for when the calendar flips to 2018.
To better understand which tools and tactics leading B2B marketers are planning to prioritize for the coming year, we got a sneak peek at the content and presentations from our upcoming Strategy & Planning Series. The week-long series (Oct. 30-Nov. 3, 2017), will feature 12 sessions with industry leading speakers from Heinz Marketing, Ingram Micro, The MX Group and Sage Software, who will review their top successes so far in 2017 and also share new models, tools and tactics they are planning to roll out in 2018.
Bizible, a marketing attribution and planning solution, announced a new integration with LinkedIn Advertising that positions users to gain deeper insight into LinkedIn Advertising performance throughout the sales funnel.
BrightFunnel, a marketing attribution platform, has announced the launch of its Machine Learning Attribution Engine, which is designed to help marketers better predict which marketing investments lead to revenue. The company said the new offering builds on its previous patent filing on Dynamic Attribution Models.
Marketing attribution software Visual IQ acquired Refined Labs, a German attribution and customer journey analytics provider, to strengthen its global attribution offering.
Neustar, a cloud-based provider of real-time information services, has partnered with Facebook to help marketers understand and improve ROI for their digital campaigns across Facebook, Instagram and Audience Network through advanced attribution analytics.
