In The Beginning When I started my marketing career many years ago, I learned about marketing funnels that tracked the customer journey from product/brand Awareness to Consideration to Preference to Purchase. That was what we marketers focused on as we planned our integrated marketing campaigns. With the explosive growth marketing...
Read more ›
CTR? CPL? MQL? There are many ways to look at marketing performance (and just as many acronyms). At our recent “Follow the Lead” roundtable event in San Francisco, we talked about how we at Insight look at marketing performance and which KPIs matter. KPIs vs. Metrics Before we dive in, a note: all...
Read more ›
When psychologists survey Americans about their driving skills, most people rate themselves above average. Mathematically, most people can’t be above average. Still, “illusory superiority” is a consistent phenomenon in psychological studies. Whether you ask people about driving, health, IQ, memory, or popularity, they tend to overrate themselves. That brings me...
Read more ›
In Star Wars, Darth Vader and Obi-Wan Kenobi cross lightsabers aboard the Death Star. Before allowing Vader to take his life, Obi-Wan says, “You can’t win, Darth. If you strike me down, I shall become more powerful than you can possibly imagine.” Obi-Wan’s cryptic warning is the perfect analogy for...
Read more ›
Disclaimer: Any concerns over data that you or your company collects should be discussed with a lawyer. This blog post is meant for informational purposes only and should not be relied upon for legal advice. With the European Union’s GDPR (General Data Protection Regulation) enforcement date of May 25th fast...
Read more ›
With the emergence of marketing automation solutions in the last 10 years, the automation of the last department in B2B companies has truly begun. Today over 6,000 martech startups have emerged to address many niche aspects of marketing automation and populate Scott Brinker’s B2B martech landscape. I had an investor...
Read more ›
You may have seen some news about this, and I wanted to tell you what it means for B2B marketers. First let me start with the (obvious) why. Digital marketing is an important part of B2B marketing. There’s the often quoted / misquoted “67% of a buyer journey is done...
Read more ›
“Thought leader” has become a derided buzzword, a magnet for mockery in Medium, and a label, like “hipster,” that people cannot give themselves. But, what if critics have it wrong? What if thought leaders are so powerful we’re blinded to their achievement? Perhaps thought leadership is a superpower for marketing...
Read more ›
At the recent TrailheaDX conference, Marc Benioff discussed how he learned about Blockchain, and that he hoped Salesforce would have some kind of blockchain strategy by next year’s Dreamforce. Since then I’ve been asked what this might mean for sales and marketing. Will there be a way to use blockchain...
Read more ›
Salesforce Campaign Attribution allows marketers to accurately attribute the influence of their Marketing/Sales campaigns to revenue. While there are many different attribution models out there, we’ll explore the difference between a Percent-Based Attribution Model vs a Point-Based Attribution Model in this post. I will also explain why everyone should adopt...
Read more ›
877.834.4001
