White Paper Archives - Marketbridge

Accelerate growth through test-and-learn marketing culture

Path to full-funnel marketing strategy

CMOs and marketing leaders have always been asked to justify budgets through demonstrated results, but now they are asked to do more with less. Marketing budgets as a percentage of revenue fell from 9.1% in 2023 to 7.7% this year, representing a significant drop off compared to pre-pandemic marketing spend.

In this whitepaper, we will discuss the measurement jobs necessary to enable a full-funnel marketing strategy, highlight the testing levers that should be considered, and provide an overview of our recommended testing approach.

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This 20-page paper covers several topics in-depth…

Path to Full-Funnel Marketing Strategy

Refine within channel
Optimize the lower funnel
Expand into new channels
Invest and measure brand
optimize mix and full-funnel attribution

Modern Marketing Imperative

Measurement
Test
Scale

Testing Levers

Audience
Product
Channel
Creative

What’s Next?

White Paper

Accelerate growth through test-and-learn marketing culture

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

Framework

Build a more effective and durable revenue engine through customer success

Engagement Design, Growth Strategy

White Paper

Unlocking growth through the power of key account programs

Growth Strategy, Operational Optimization, Sales Channel Effectiveness

Unlocking growth through the power of key account programs

Transform key account management programs into indispensable tools

For all the promises Key Account Management (KAM) programs make around developing strategic relationships and driving consistent, predictable revenue growth, almost half of key account programs fail or need to be rebuilt (Gartner). Unsurprisingly, this dynamic has left commercial leaders wondering if the benefits outweigh the headache. That’s why we’ve created an actionable approach to enable commercial leaders to build and transform KAM programs into indispensable tools for unlocking growth.

Download the framework for all the details on developing a KAM program and get our checklist of five to-dos.

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The following are three areas of focus that are crucial to a successful KAM program...

Strategy Development

Prioritize building long-term, collaborative partnerships based on mutual trust and value creation, rather than short-term sales activities/transactions.

Foundation Elements

Identify, align, and engage the right accounts with tailored revenue motions and seamless cross-functional collaboration.

Supporting Infrastructure

Ensure teams possess the skills, expertise, and management mechanisms needed to drive key account success.

What’s Next?

White Paper

Accelerate growth through test-and-learn marketing culture

Marketing Effectiveneness, Marketing Planning

Framework

Build a more effective and durable revenue engine through customer success

Engagement Design, Growth Strategy

White Paper

Unlocking growth through the power of key account programs

Growth Strategy, Operational Optimization, Sales Channel Effectiveness

The superpowered CDP: Building a go-to-market data lake

A single source of truth for measurement, prediction, analysis, and activation

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.

This whitepaper explores the benefits of developing and maintaining owned, in-house Go-To-Market Data Lakes (GTMDL) as a supplement to traditional software-based CDPs or externally hosted marketing databases. CDPs often have fragmented customer profiles, low flexibility, and high cost; whereas, the GTMDL can offer more flexibility, scalability, and future-proofing while powering comprehensive analytics capabilities and traditional activation use cases.

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This 37-page paper covers several topics in-depth…

Uses cases

Measurement
AI & Machine Learning
True Analysis
Activation

Design

Data Governance
Decoupling
Resourcing
Flexible Infrastructure

Implementation

Development
Maintaining and Expanding

What’s Next?

White Paper

Accelerate growth through test-and-learn marketing culture

Marketing Effectiveneness, Marketing Planning

Framework

Build a more effective and durable revenue engine through customer success

Engagement Design, Growth Strategy

White Paper

Unlocking growth through the power of key account programs

Growth Strategy, Operational Optimization, Sales Channel Effectiveness

A year-in-review: Marketing effectiveness trends

2023 Observations and predictions for 2024

2023 was another fast-paced year when it came to marketing measurement. The marketing technology landscape changed quickly, with privacy concerns continuing to make identity resolution challenging. The media landscape moved further away from mass and broadcast and towards social. Affiliates—the digital advertising companies designed to intercept lower-funnel demand—grew, while at the same time, cracks appeared in their business model. Finally, new models and methods for statistical inference across testing and econometric modeling entered the scene, making modeling easier and more powerful.

Download the whitepaper for an 11-page summary of marketing effectiveness trends from 2023 and predictions for 2024.

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This paper covers several topics in-depth…

Identity Resolution

The complex process of accurately identifying and distinguishing an individual or entities for precise, personalized marketing

Media Landscape

The changing environment in which different types of media operate and interact

New Measurement Models

Innovative and evolving approaches to analyzing and optimizing marketing’s effectiveness

Marketing Effectiveness Mania in 2024

What’s Next?

White Paper

Accelerate growth through test-and-learn marketing culture

Marketing Effectiveneness, Marketing Planning

Framework

Build a more effective and durable revenue engine through customer success

Engagement Design, Growth Strategy

White Paper

Unlocking growth through the power of key account programs

Growth Strategy, Operational Optimization, Sales Channel Effectiveness

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

A comprehensive resource on running a go-to-market team

Today’s B2B organizations struggle with aligning their strategic objectives and operational realities with overarching goals. The second whitepaper in our series, “A roadmap to modern B2B go-to-market,” encompasses two main topics that enable growth—operations and analytics. Operations connects the dots between strategy and execution, ensuring a seamless transition from opportunity identification to revenue realization. At the same time, analytics give revenue leaders the tools they need to diagnose problems, measure results, and optimize operations on the fly and over the long run. Consider this an essential guide for revenue leaders fine-tuning their processes, technology, and analytics to thrive.

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This 42-page paper covers several topics in-depth…

Revenue Operations

Sales Operations
- Sales compensation
- Sales quotas
- Territory design
Technology

Revenue Analytics

Reporting
True analysis
Targeting and profiling
Measurement
Predictions

What’s Next?

White Paper

Accelerate growth through test-and-learn marketing culture

Marketing Effectiveneness, Marketing Planning

Framework

Build a more effective and durable revenue engine through customer success

Engagement Design, Growth Strategy

White Paper

Unlocking growth through the power of key account programs

Growth Strategy, Operational Optimization, Sales Channel Effectiveness

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

A comprehensive resource on navigating channel disruptions in healthcare

Over the past four years, the Covid-19 pandemic, tightened marketing budgets, and consumer migration to digital channels have forced major changes to healthcare companies’ sales and marketing efforts. Marketing and sales leaders must now adapt to this new landscape by allocating shrinking budgets effectively, transitioning away from agent-led sales, and harnessing the power of automation to deliver personalized experiences at scale.

Drawing on deep industry expertise, this paper examines five disruptions impacting go-to-market strategy along with specific best practice solutions for navigating:

How to optimize a sales coverage model amidst shifting market dynamics
The art and science of calibrating the role of aggregators in a successful go-to-market strategy
The brand awareness imperative and its role in an insurer’s long-term success
How to strategically plan for local success and avoid the local marketing measurement trap
How to overcome the challenges of scaling personalized journeys

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This 27-page paper covers several topics in-depth…

Sales Disruption

Changing balance between self-service and agent-led channels
The role of aggregators

Marketing Disruption

The importance of brand marketing
Leveraging local marketing strategies effectively
The potential of (and barriers to) marketing automation platforms

What’s Next?

White Paper

Accelerate growth through test-and-learn marketing culture

Marketing Effectiveneness, Marketing Planning

Framework

Build a more effective and durable revenue engine through customer success

Engagement Design, Growth Strategy

White Paper

Unlocking growth through the power of key account programs

Growth Strategy, Operational Optimization, Sales Channel Effectiveness

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

A comprehensive resource on building stable, predictable revenue growth

In an era of rapid tech acceleration, maintaining executive poise can be challenging. Yet, amidst this dynamism, it’s growth that addresses all business quandaries. Successful leaders who build reliable, robust revenue streams will safeguard against diverse market factors. This is the crux of go-to-market strategy. This first whitepaper in our series on “A roadmap to modern B2B go-to-market,” kickstarts with an exploration into establishing consistent growth, drawing from our experience and countless client engagements. We dissect common go-to-market blunders and uncover the success formula of high-growth B2B firms. Consider this the indispensable manual for executives crafting a modern, sustainable go-to-market strategy.

This 49-page paper covers several topics in-depth…

Definition, history, and modern B2B go-to-market
Organic growth phases
Opportunity mapping, segmentation, targeting, and revenue motions
Coverage and role design
Organizational design and capacity planning

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What’s Next?

White Paper

Accelerate growth through test-and-learn marketing culture

Marketing Effectiveneness, Marketing Planning

Framework

Build a more effective and durable revenue engine through customer success

Engagement Design, Growth Strategy

White Paper

Unlocking growth through the power of key account programs

Growth Strategy, Operational Optimization, Sales Channel Effectiveness

A roadmap for modern marketing analytics

How to make marketing science a reality—and deliver the analytic results that executives want

For all the promise of data-driven marketing decision-making, Gartner predicts CFOs will slash marketing analytics budgets by up to 60% in 2023. Companies have spent years building up these teams—however, they have largely been unable to deliver the data-driven results that executives want. In fact, the same study estimates that marketing analytics influences only 53% of marketing decisions.

Within this comprehensive resource, we cover the challenges of and approaches to operating an effective marketing analytics organization. First, we define the scope of marketing analytics, using a jobs-to-be-done framework: What (reporting on facts); Why (digging into causes); Who (understanding audiences and customers); How (attribution and mix); and What Will Happen (predictive modeling). Finally, we cover the seven functional areas that enable these jobs, and the best practices that make them work effectively: source systems, data pipelines, analytical data storage, data science, business intelligence, project management, and team skills.

This whitepaper is a detailed, concrete resource for marketers and marketing analytics professionals looking to take their organizations to the next level of data-driven decision-making.

Learn what marketing analytics teams need to better diagnose issues, predict outcomes, and allocate resources.

The six most common failure points for marketing analytics
The five key marketing analytics jobs-to-be-done
The seven functional building blocks of great marketing analytics teams

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What’s Next?

White Paper

Accelerate growth through test-and-learn marketing culture

Marketing Effectiveneness, Marketing Planning

Framework

Build a more effective and durable revenue engine through customer success

Engagement Design, Growth Strategy

White Paper

Unlocking growth through the power of key account programs

Growth Strategy, Operational Optimization, Sales Channel Effectiveness

Top 10 XaaS marketing trends for 2023

Key marketing priorities direct from Microsoft, Pitney Bowes, Acumatica,and SiriusXM

For technology businesses, moving from traditional on-premises sales and licensing models to an “as-a-service” subscription model is critical. Yet, while the upsides of recurring revenue streams are substantial, there are risks. This flexible, ongoing billing model gives customers more leverage to switch if they can find alternate solutions that offer a better customer experience (CX) or enhanced features. Today’s technology businesses must redefine their go-to-market strategies and tactics to ensure adoption, usage, and renewal to avoid attrition.

Download the whitepaper for a 10-page summary of key marketing trends increasingly defining success for technology marketing leaders.

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What’s Next?

White Paper

Accelerate growth through test-and-learn marketing culture

Marketing Effectiveneness, Marketing Planning

Framework

Build a more effective and durable revenue engine through customer success

Engagement Design, Growth Strategy

White Paper

Unlocking growth through the power of key account programs

Growth Strategy, Operational Optimization, Sales Channel Effectiveness

5 areas that CMOs struggle in measuring ROI and where to focus

Driving measurable ROI over the next decade

Despite a progression of technology, methods, and practices, measuring marketing’s success and ultimately ROI is difficult. Yet, with Gartner‘s prediction that marketing profitability will overtake customer experience (CX) as a top strategic priority this year, the pressure is strong. How do marketing and analytics teams truly answer “what’s really working & what’s not?” We cover the five key challenges—and where to focus—for CMOs tasked with driving measurable ROI over the next decade.

Five common challenges in measuring marketing return on investment:

Measuring return on upper-funnel brand investments
Navigating the post-cookie world
Measuring earned media’s impact
Engaging buyers in a crowded media landscape
Implementing the right marketing effectiveness solution

Download the whitepaper for a detailed look at these five key challenges and forward-thinking resolutions.

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What’s Next?

White Paper

Accelerate growth through test-and-learn marketing culture

Marketing Effectiveneness, Marketing Planning

Framework

Build a more effective and durable revenue engine through customer success

Engagement Design, Growth Strategy

White Paper

Unlocking growth through the power of key account programs

Growth Strategy, Operational Optimization, Sales Channel Effectiveness