by Feng Hong | Dec 21, 2017 | Blog, Marketing Best Practices, Sales and Marketing Alignment, Salesforce Best Practices
Alignment is one of the biggest reasons a sales team loses confidence in marketing. For B2B companies, the chain of events usually unfolds in the following way: In the end, the misleading metrics and underperformance of the marketing leads “teach” sales that...
by Feng Hong | Nov 27, 2017 | Blog, Marketing Best Practices, Salesforce Best Practices
As you plan for 2018, you might be looking at lofty revenue goals. To address those lofty goals, you may be turning to an Account-Based Marketing (ABM) strategy to vastly improve your conversion rates. It makes sense, ABM promises higher efficiency through better...
by Daniel Catelli | Nov 20, 2017 | Blog, Marketing Best Practices, Sales and Marketing Alignment, Salesforce Best Practices
Account Based Marketing. It’s a term that gets thrown around the industry just as much as AI these days and can be pretty intimidating especially when trying to figure out how to get going. It seems like a beast that’s difficult to get your hands around. But guess...
by Alison Rouse | Oct 9, 2017 | Blog, Marketing Best Practices, Salesforce Best Practices
What is lift analysis and why should you use it? Lift analysis is a measurement of how a Campaign impacts specific key metrics like deal velocity, conversion rate, or average deal size. When it comes to multi-touch attribution, a marketing lift analysis can be applied...
by Feng Hong | Aug 30, 2017 | Blog, Marketing Best Practices, Salesforce Best Practices
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...
by Feng Hong | Jul 19, 2017 | Blog, Marketing Best Practices, Salesforce Best Practices
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?...
