This is a continuation from my blog post that began with the basics of campaign attribution and focused on single-touch models. In the below, I elaborate on multi-touch attribution models. To learn more, download our attribution methodology resources. You’re investigating whether multi-touch campaign attribution is right for you and your...
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Here we are in July. Your company is trying to make sure the ship is on-course to meet revenue targets. And of course, the natural questions come pouring in from the CEO. Did marketing hit its numbers? Where are you on your year-end marketing goals? Are we on track? If...
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“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker, US department store merchant (1838 – 1922) A marketer’s challenge is in distinguishing between high-performing and under-performing campaigns. Those with simpler marketing mixes may have something as simple as a...
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Last week, I had the pleasure of attending the annual MarTech SF event for the second time. I’m very passionate about the marketing technology industry, and this event was (and always is) an opportunity to get a pulse of the market. Martech is seemingly maturing more and more, whether it’s...
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Sales and marketing teams today face mountains of data. In the perfect world, data is always insightful and enabling. In the real world, data can be flawed and cumbersome. In their CRM, businesses amass large lists of leads for the purpose of engaging leads. However, because these leads come from...
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So your company has hit a roadblock with its tech stack. Specifically, it looks like you need to modify Salesforce in order for you to interact with the platform differently or have the platform do something custom. I bet you’ve looked and found pre-built applications out there but you or...
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These days, we as marketing professionals hear over and over again, “Marketers need to become data-driven, performance-driven, and numbers-driven.” Do these terms generate an allergic reaction from you? Do you believe that it’s too hard? Well, that’s understandable because those terms obfuscate the simple meaning and the easy methods behind...
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Let’s face it: you wish your marketing tech stack worked for you and not the other way around. You have your CRM, marketing automation, and perhaps other specific prospecting tools, such as Sales email (the ToutApps and Yeswares of the world), content distribution, predictive, etc. The integrations between your data...
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Click here to download our printable UTM Parameters Cheat Sheet that summarizes the below best practices. Here’s your classic B2B marketing growth challenge: your CEO tells you that events have historically been the biggest source of leads, but (given the expense of events) now wants to drive more efficient spends...
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Imagine the following CMO questions: “What was our Whitepaper Campaign’s influence on the latest deal we closed?” “How do I get a report on our campaigns’ total impact on revenue?” “How should we allocate our marketing budget?” The answer to these questions is the same: start with attribution metrics. Attribution...
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