Marketing performance measurement is an ongoing challenge for many B2B brands. For example, our research shows 87% of B2B companies ranked marketing measurement and reporting as a growing priority, but more than half (58%) said their current ability to track marketing performance “needs improvement” or worse. Progressive companies such as Iron Mountain and ServiceMax are succeeding by moving beyond baseline metrics to analyze pipeline velocity and track marketing performance across various stages and campaigns.
Would you rather spend this winter stuck in your office hiding from the cold, or join thousands of your peers in a beautiful desert oasis with a plethora of things to do?
The holiday season is all about giving. It’s also a season of showing you care about your family and friends, as well as colleagues and customers whom you’ve built strong relationships with over the year.
In a digital age where inboxes are inundated and digital ad channels are oversaturated, old school marketing tactics such as direct mail are becoming a bigger focus for integrated campaigns at all stages of the buyer journey.
Pressure for marketers to consistently produce video is rising, and fresh ideas can be tough to find. Outside the comfort zone of your industry space, there’s another zone worth exploring for tips on effective video marketing: the red zone.
B2B marketing has hit a wall. Audiences are getting harder to reach, campaigns are fractured across channels and, for many brands, performance is flatlining.
B2B marketing leaders looking to grow their teams realize that they must adapt to meet the needs of their buyers — as well as exceed business goals. Research from the Economist Intelligence Unit (EIU) shows that roughly 80% of marketing executives say they need to restructure marketing to better support the business, while 29% believe the need for change is urgent.