B2B Marketing Blog

                Andrew Nguyen

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                Marketing Operations: The 3 Classes of Performance Metrics

                At Bizible we love measuring marketing performance, despite how difficult it can be working with data. Building reliable datasets and running analyses takes time and often comes with moments asking, “what exactly are we looking at?”

                Over the past few months we’ve gathered some questions our customers are asking around measuring the business value of marketing. Through these questions we’ve come up with with three broad classes of B2B marketing metrics to help marketing operations focus in on the best metrics to generate from their marketing data.

                The three classes are:

                1. Customer journey metrics: Understanding the customer journey in terms of content preference and velocity

                2. Go-to-market metrics: Understanding personas and the market you serve

                3. Growth metrics: Understanding how much business value and growth is generated by marketing

                In this post we’ll dive into each of these classes and provide examples of their associated metrics, and how to generate them using touchpoints data.

                Keep reading Marketing Operations: The 3 Classes of Performance Metrics

                Topics: marketing operations, marketing metrics

                The Budgeting and Planning Maturity Model For B2B Marketers Explained

                At large organizations there are numerous responsibilities, ownership areas, and processes in place that make it difficult to identify opportunities to improve operations. It’s also difficult to prioritize which areas to improve or optimize first.

                Keep reading The Budgeting and Planning Maturity Model For B2B Marketers Explained

                Topics: marketing planning, revenue planning

                How To Analyze Web Session Data In B2B Marketing

                Marketers have access to endless numbers of web metrics such as time on page, pageview counts, and bounce rates. But choosing metrics that should be reported on a regular basis can be difficult. This is often the case with web session data.

                In this blog post we’ll discuss how B2B marketers can make the most out of web session data. We’ll cover what web session data is and using it to improve revenue generation in your digital marketing efforts.

                Keep reading How To Analyze Web Session Data In B2B Marketing

                Topics: Marketing Analytics, marketing metrics

                The Complete Guide To Multi-Channel Attribution Models

                In this post we review multi-channel attribution, reviewing the attribution capabilities and methods available through different technologies. We’ll also discuss how to evaluate which multi-channel attribution model is best for your organization.

                Keep reading The Complete Guide To Multi-Channel Attribution Models

                Topics: marketing attribution

                How To Align Your Marketing Budget With Your Reporting Dashboard

                Marketing budgets and dashboards are typically managed and operated separately. Budget exercises happen annually and dashboards are put together or updated as needed, such as before a board meeting.

                Marketers typically keep separate the management of marketing budget and the management of dashboards. However, these two should be tied closely together. Outcomes in your marketing dashboards should tie directly to the outcomes tied to your marketing budget. After all, getting budget is getting commitment that marketing will reach a pre-defined goal.

                In this post we discuss a SiriusDecisions method for creating marketing budgets. We then discuss how to make sure your marketing dashboards speak to the goals you set out to achieve during the budget planning excercise.

                Keep reading How To Align Your Marketing Budget With Your Reporting Dashboard

                Topics: marketing planning, marketing budgets

                How To Map Your Marketing Operations Competencies

                Marketing operations (MO) is the unsung hero when it comes to enabling marketing teams to execute their campaigns and programs.

                Marketing operations enable marketing teams to run smoothly by creating data processes, managing data and data vendors, and doing analyses to enable marketing teams to operate smoothly. It’s a lot like engine oil, crucial in allowing the car to run smoothly, but often unseen by the drivers.

                Marketing leaders know the importance of a capable marketing operations team, so it’s important to assess current capabilities and put together a plan for expanding those capabilities. 

                In this post we review a framework by SiriusDecisions to help marketers put their current marketing operations capabilities in perspective.

                Keep reading How To Map Your Marketing Operations Competencies

                Topics: marketing operations

                How To Run A Cohort Analysis In B2B Marketing

                Doing a cohort analysis is a great reporting tactic to better understand the influence of marketing. A cohort analysis is a broad term that refers to selecting a group of people and understanding what happened after an intervention, or after a designated period of time. In this case, the intervention is marketing, and we are studying whether marketing campaigns influence a group of leads.

                The question our customers often ask is: How many opportunities were generated from a cohort of leads? In other words, we've generated leads, we've done some marketing, now what were the results?

                In this post we’ll answer this type of question by using cohort analysis with Bizible.

                Keep reading How To Run A Cohort Analysis In B2B Marketing

                Topics: marketing performance management

                4 Marketing Attribution Trends For 2018

                If you haven’t listened yet, Analytics Today is a marketing podcast focused on technology, big data, and digital marketing. It's hosted by Jeremy Roberts, Senior Director of Marketing at Claimatic, and Sameer Khan, Director of Marketing Operations & Analytics at Alert Logic. Combined they bring a diverse set of skills and experiences that make their podcast relevant to digital marketers who want to stay up to date on the latest trends.

                Keep reading 4 Marketing Attribution Trends For 2018

                Topics: marketing attribution

                [Interview] How B2B CMOs Manage and Develop Marketing Plans 

                We recently published our first issue of Fast CMO magazine and in doing so learned a great deal about how today’s B2B CMOs approach marketing planning. Fast CMO magazine is a compilation of interview stories featuring marketing executives from B2B companies.

                Keep reading [Interview] How B2B CMOs Manage and Develop Marketing Plans 

                Topics: Fast CMO

                How To Measure Full-Funnel Sales Velocity In B2B Marketing

                Sales velocity is a metric typically used by sales leaders to understand the overall performance of their sales process. It’s a measure of productivity, i.e. amount of money being generated over time.

                Keep reading How To Measure Full-Funnel Sales Velocity In B2B Marketing

                Topics: Analytics, B2B Marketing, B2B Sales

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