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Why measuring content performance matters
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Ultimate Guide to Measuring Content Performance
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Multi-touch attribution is the key to proving your marketing’s ROI
Since the term ‘marketing mix’ was invented in 1949, B2B marketers have been searching for ways to prove the ROI of their campaign... - blog
To gate or not to gate, that is the question
Marketers can’t be blind to the growing issue of ‘form fatigue’, argues Darren Atkins, head of campaign strategy and demand genera... - blog
What to consider before jumping on the martech bandwagon
Martech isn’t a silver bullet for marketers looking to deliver superior customer experiences, argues Jed Mole, VP of marketing at... - blog
Understanding the indirect sell of B2B content marketing
B2B sales are generally too complex to attribute to any single event. It takes multiple touches to guide key stakeholders through ... - blog
One mistake guaranteed to kill your brand awareness campaigns
Shoehorning in unnatural calls to action will just make it look like your content campaigns aren’t working. Marketers must commit ... - blog
How to know when your thought leadership is working
The idea that you can’t measure the impact of thought leadership is a myth. Here’s what you can do to demonstrate the value of you... - blog
It’s time for B2B marketers to have a little perspective
Marketers sure do love their metrics. But unless you’re brutally honest with yourself, all those numbers and percentages will obsc... - blog
Breaking down the silos between marketing and sales
Despite its vital importance, so many companies struggle to get their marketing and sales teams working well together. Here, we ou... - blog
Using content for selling
Here, we outline a detailed strategy for empowering your sales team with content. It looks at the role of content in the sales pro... - blog
The ‘New Coke’ disaster and marketing measurement
As Coca-Cola discovered in 1985, measuring the wrong thing can be a fatal marketing error. Here's how to ensure you're measuring t... - blog
A recipe for high performance content
Effective content marketing combines outstanding editorial with strategic planning and execution. Many B2B brands struggle to stri... - blog
Mastering the internal sell of content marketing
Forrester reports that 79 per cent of marketers say their organisations are shifting to branded content. Here is how to get intern...
