Martech spending is up, but what about ROI?
In Gartner’s CMO Spend Survey 2018-2019, the outlook for martech is rosy, with spending on technology rising from 22 to 29 percent of the total marketing budget. But spending on labor and agency support dropped from 27 to 24 percent and 25 to...
read moreBe the Engine that Drives the Revenue Train: 5 Tips on Marketing Plans for 2019
As 2018 comes to a close, marketing teams are focused on executing year-end campaigns to achieve a strong finish for Q4. At the same time, they’re looking toward 2019 and making plans to ensure their campaigns deliver value quickly in the new year. Before they can...
read moreDigital Source Tracker Takes the Mystery Out of the First Steps of the Buyer Journey
How did today’s known lead become a prospect? Did they click a digital ad on a site like LinkedIn, then check out pages on your company website? Which pages attracted their notice? Did they read a white paper, an executive briefing, or some other piece of digital...
read moreThe Marketer’s Guide to Not Getting Fired Out of a Cannon
When a B2B startup tries to grow revenue, what marketing metrics matter? There are two camps of opinion. One camp says, “It depends” on the startup’s maturity, sales cycle, industry, and many additional factors. The other camp says, “Nonsense, it’s all the same!...
read moreA Declaration of Interdependence: How Martech is Consolidating Yet Decentralizing
One of the most predictable patterns in a free market is consolidation. It signifies that a market has become valuable and competitive. However, consolidation can be unpredictable for the companies involved and customers who depend on their products and services....
read moreExciting New Service and Product Rollout at Full Circle Insights
Full Circle Insights was founded in 2010 on the idea that you shouldn’t need a PhD in statistics to understand what’s happening with your marketing campaigns. We think it should be easy for you to get bullet-proof data that is credible throughout your organization,...
read moreThe KPI Framework of a High-Performing Sales Organization
Are we focusing on the right KPIs? This is a common question from portfolio companies seeking to calibrate the best methods to measure sales effectiveness. Sales leaders grapple with identifying KPIs that are insightful, reliable, and appropriate for their sales...
read moreAmerican-Style GDPR: It’s a Bare Minimum, Not a Goal
The fallout from European Union’s General Data Protection Regulation (GDPR) has been a bonanza for tech journalists. On May 25, the day GDPR became enforced, Digiday reported that Europe’s digital ad demand plummeted 25 to 40 percent. Austrian privacy activist Max...
read more“Full Funnel Marketing” – If You’re Not Doing It, Your Days Are Numbered
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...
read moreMarketing KPIs That Matter (Spoiler: It’s Not Just MQLs)
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...
read moreThe Martech Desert Island: A Thought Experiment in Building Your Stack
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...
read morePredictive Analytics: The Case of a Struck Down Buzzword
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...
read more