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Marketing Analytics

B2B marketers have become more data-driven as they strive to track marketing’s performance. This section highlights tools, functionality and solutions for gathering intelligence about the buyer’s journey and applying that knowledge to marketing campaigns.

Time To Hit Reset On B2B Campaign Creation To Focus On Business Outcomes Over Sign Ups

There was a time in the not-too-distant past when the goal of B2B campaigns was simply and almost universally to get prospects to raise their hand. The marketing team would be developing some compelling offer of a webinar, white paper or E-book, decide who to target, determine what the call-to-action (CTA) would be as a conversion point (sound familiar?), and then build an inbound/outbound campaign to that CTA.

New Research: Only 18% Of Marketers Currently Using AI Solutions

AI adoption is on the rise as more use cases in the B2B marketplace highlight the benefits of AI in various aspects of go-to-market strategies. According to new research from Demandbase, Salesforce Pardot and Demand Metric, less than one-fifth (18%) of marketers are leveraging AI solutions, while 66% are planning…
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