Insights

From in-depth research to thought-provoking articles, explore insights that help you accelerate
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Marketing Analytics & Data

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 …

Article

Go-to-Market Strategy

Choosing the right revenue motions for B2B growth

Revenue motions can dramatically increase the effectiveness of your marketing, sales, and service departments. But which revenue motion strategy is right for your business?

Article

Go-to-Market Strategy

A guide to segmentation and targeting in B2B marketing

Amidst shifting dynamics, segmentation and targeting serve as indispensable tools for businesses navigating the market effectively. Read the blog for common pitfalls and best practices in segmentation and targeting.

Article

Go-to-Market Strategy

Identify growth opportunities with SWOT and Ansoff analysis

The journey to business expansion is not without challenges, but understanding where to focus your efforts can be transformational. Learn how to identify, structure, and prioritize untapped growth opportunities to increase revenue.

Article

Go-to-Market Strategy

Redefining your B2B go-to-market strategy: A blueprint for growth

In the shifting sands of the digital era, business-to-business (B2B) sales and marketing motions have transformed drastically. Learn how to navigate the rapidly evolving B2B go-to-market landscape and future-proof your B2B go-to-market strategy.

Article

Go-to-Market Strategy

Surviving in a commoditized tech market

Characterized by stagnant growth and decreasing corporate profit margins, commoditized markets frequently result in reduced long-term growth investment and a prevailing 'play it safe' mentality. We cover 4 strategies for consistent growth in consumer tech companies.

Article

Go-to-Market Strategy

The retention imperative: Securing long-term revenue growth in healthcare

Learn more about how health insurance carriers can positively impact retention rates and sustain revenue growth in an increasingly competitive market by embracing innovation and putting members first.

Whitepaper

Go-to-Market Strategy, Marketing Analytics & Data

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.

Resource

Go-to-Market Strategy, Marketing Analytics & Data

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.

Article

Go-to-Market Strategy

Medicare insurance marketing: Navigating national vs. local challenges

To improve strategic plans, implement more omnichannel marketing, and drive membership growth, the Medicare insurance marketing challenges causing friction need to be addressed.

Article

Go-to-Market Strategy

B2B revenue leaders: Are you making this costly mistake during an economic downturn?

While it may be tempting to cut B2B marketing efforts during a recessionary period, doing so can hinder an organization's long-term growth and success. We cover three reasons why B2B revenue leaders shouldn't cut marketing spend and three tactical go-forward steps to increase efficiency.

Article

Marketing Analytics & Data

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.