Using B2C Measurement Tactics to Drive B2B Marketing

Alex Shipillo, Senior Marketing Manager at Influitive, and our CEO, Bonnie Crater, co-authored an article called The One Attribution Strategy B2B Marketers Must Steal From B2C.  This strategy is something called cohort analysis, which is grouping orders together, categorizing sales, and analyzing them over time periods to identify common customer... Read more ›

How to Get Sales and Marketing in Alignment

Despite all the technology advancements we have made since the internet became widely adopted there is still a fundamental problem many businesses still aren’t able to solve – sales and marketing can’t get fully aligned.  Chloe Basterfield outlined some key reasons this is happening in a blog post called Why sales... Read more ›

Marketers – Focus on Data in 2015

Ginger Conlon, the editor-in-chief at Direct Marketing News recently came out with her B2B marketing predictions for 2015 and one in particular stuck out to me: “Data continues to be a focal point.” Marketing data is the driver behind much of what marketing departments want (and need) to accomplish in... Read more ›

Why you should invest in marketing analytics in 2015

I was reading Duke University’s Fuqua School of Business August 2014 CMO Survey the other day and noticed two really important trends for B2B marketers: – Digital marketing spend increased while non-digital marketing spend decreased – Spending on marketing analytics is expected to increase 73% over the next three years The... Read more ›

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