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  • Article

From state lines to sales lines: Unraveling the power of ZIP Code analytics

Transforming raw data—whether latitude/longitude, address, zip code, or census block—into actionable insights requires the right combination of talent and automation. Learn how Ari's open-source package solved the limitations of R mapping when using Census data to overlay demographics on zip codes.
  • Growth Strategy, Marketing Planning, Operational Optimization
  • Article

Balancing self-service and agent-led channels in healthcare

To succeed in the healthcare industry, it is time to embrace the notion that channels don't choose customers; customers choose channels. Using the three key steps we cover in this blog, find the right balance between self-service and agent-led channels.
  • Digital Experiences, Engagement Design, Growth Strategy
  • Article

The right marketing mix for various scenarios

Our Chief Analytics Officer, Andy Hasselwander, covers what he has learned from measuring go-to-market effectiveness across many different industries during his career. From five product dimensions that matter when choosing a marketing mix to the 4 marketing mix decisions that matter.
  • Engagement Design, Marketing Effectiveneness
  • White Paper

A year-in-review: Marketing effectiveness trends

Organizations struggle with the intricacies of modern marketing technology, notably traditional Customer Data Platforms (CDPs). Despite a solid 67% adoption rate, Gartner's findings reveal a striking reality: only a mere 17% report high utilization. Explore the benefits of developing and maintaining owned, in-house Go-To-Market Data Lakes (GTMDL) as a supplement to traditional software-based Customer Data Platforms (CDPs).
  • Marketing Effectiveneness, Marketing Planning
  • White Paper

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

Organizations struggle with the intricacies of modern marketing technology, notably traditional Customer Data Platforms (CDPs). Despite a solid 67% adoption rate, Gartner's findings reveal a striking reality: only a mere 17% report high utilization. Explore the benefits of developing and maintaining owned, in-house Go-To-Market Data Lakes (GTMDL) as a supplement to traditional software-based Customer Data Platforms (CDPs).
  • Brand and Messaging, Digital Experiences, Engagement Design, Modern Marketing Stack Architecture, Sales Channel Effectiveness
  • 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 Effectiveneness
  • Article

3 channel partner challenges hindering your revenue growth

We’ve heard directly from our clients and survey respondents that partners struggle to adapt customer experience motions and solutions for new XaaS-driven revenues. So, in this blog, we cover three prevalent channel partner challenges technology leaders face in the race to XaaS success.
  • Growth Strategy
  • Article

B2B coverage design: Tactical and strategic

Coverage design models play a pivotal role in enabling organizations to drive profitable revenue growth while providing a superior customer experience. Learn more about what coverage design is in our blog.
  • Operational Optimization, Sales Channel Effectiveness
  • Framework

Measuring the impact of brand marketing on business growth

Organizations struggle with the intricacies of modern marketing technology, notably traditional Customer Data Platforms (CDPs). Despite a solid 67% adoption rate, Gartner's findings reveal a striking reality: only a mere 17% report high utilization. Explore the benefits of developing and maintaining owned, in-house Go-To-Market Data Lakes (GTMDL) as a supplement to traditional software-based Customer Data Platforms (CDPs).
  • Brand and Messaging, Marketing Effectiveneness
  • Article

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?
  • Engagement Design, Growth Strategy, Sales Channel Effectiveness
  • Article

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.
  • Audience Insights, Growth Strategy, Marketing Planning, Sales Channel Effectiveness

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