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Category: Marketing Analytics & Data

  • Whitepaper

A roadmap for modern B2B go-to-market: Part 2 – operations and analytics

The second whitepaper in our series, “A Roadmap to Modern B2B Go-to-Market,” encompasses two main topics that enable growth—Operations and Analytics. Download the comprehensive 47-page whitepaper and learn more about this 3-part series.
  • Go-to-Market Strategy, Marketing Analytics & Data
  • Whitepaper

Channel disruption: Navigating 5 fundamental shifts in healthcare marketing and sales channels

Drawing on deep industry expertise, this paper examines five disruptions impacting go-to-market strategy along with specific best practice solutions. Download the comprehensive 29-page whitepaper to learn more about navigating channel disruptions in healthcare.
  • Brand-to-Demand Marketing, Go-to-Market Strategy, Marketing Analytics & Data
  • Article

Measuring the long-term impact of brand investments: Challenges and solutions

Using a seminal study that bridges the gap between theory and practice, this article explores common challenges faced by marketers and provides actionable best practices for measuring the long-term impact of brand investments.
  • Marketing Analytics & Data
  • Resource

Measuring the impact of brand marketing on business growth

Businesses with direct customer ties have a unique advantage in driving sales. However, they often struggle to measure the long-term benefits of brand and upper-funnel marketing—focusing instead on short-term gains. This framework unpacks the value of brand marketing and how to measure its impact for …
  • Marketing Analytics & Data
  • Whitepaper

A roadmap for modern B2B go-to-market: Part 1 – growth design

‘Part 1: Growth Design’ explores the scope and history of go-to-market strategy and the technological innovations that are driving massive change in this discipline. Download the comprehensive 52-page whitepaper and learn more about this 3-part series.
  • Go-to-Market Strategy, Marketing Analytics & Data
  • Resource

The state of marketing analytics

This benchmark report is a way for marketing analytics leaders and teams get a sense of where they stand on the path to advanced analytics. Access the report to learn more about our findings on the state of marketing analytics in 2022/2023.
  • Go-to-Market Strategy, Marketing Analytics & Data
  • Article

6 most common marketing analytics pitfalls

Over the past decade, we have identified 6 common pitfalls that hinder effectiveness. By understanding these pitfalls upfront, marketing analytics teams can operate in a more agile, scientific way.
  • Marketing Analytics & Data
  • Whitepaper

A roadmap for modern marketing analytics

These pages outline the scope of Marketing Analytics jobs-to-be-done and detail the functional building blocks that teams need to better diagnose issues, predict outcomes, and progress on marketing goals.
  • Marketing Analytics & Data
  • Resource

Evaluating lead generation campaigns for long-term success

To combat performance decline and strategy drift, marketing must start evaluating lead generation campaign performance every few years. Download the framework for four core steps you must take.
  • Marketing Analytics & Data
  • Article

4 lead generation mistakes CMOs (and their teams) make

We’ve identified four common lead generation mistakes that CMOs and their teams make that hinder lead gen performance. Is your team suffering from these problems?
  • Brand-to-Demand Marketing, Marketing Analytics & Data