Attribution Modeling 101

Posted by Jenn Sturgill in Marketing Analytics | May 26, 2015

Wouldn’t you like to know which marketing channels your prospects traveled on their way to becoming your customers? That’s the purpose of attribution modeling, the process of identifying which touch points across marketing channels that contribute to a conversion, and then assigning a value to each channel to ultimately calculate the return on your marketing investment (ROMI).

The challenge, of course, is that B2B customers rarely take a linear path to your door. Consider this likely scenario.


The New New Buyer’s Journey: People Needing People

Posted by Ann Naumann in Research & Strategy | May 20, 2015

According to new B2B buyer research, it’s time to debunk the 67% myth. The reality? It’s far more complicated than that.

Advice for the CMO from the Gartner Digital Marketing Conference

Posted by Erica Hansen in Research & Strategy | May 13, 2015

From Bono to Albert Einstein, big ideas emerged last week at the first-ever Gartner Digital Marketing Conference. (Let’s just say that there is never a dull moment in marketing.) Here are some of the key pieces of advice I collected from the event for all you marketing professionals out there.

5 Reasons to Get Sirius about #SDSummit

Posted by Ann Naumann in Research & Strategy | May 8, 2015

Yesler is off to Nashville to attend the 10th annual SiriusDecisions Summit, a jam-packed week of learning and sharing with the theme of Outperform: Strategies for Intelligent Growth. Aside from the 2,300-plus B2B marketers, four days of sessions, networking, and parties, here are a few highlights that we’re looking forward to.

2 for 1: LinkedIn Profile Advice for Restless Sellers

Posted by Kai Tamulonis in Sales Enablement | May 4, 2015

Scrap the talk of crushing quotas. Instead, hammer home how you can help solve your customer’s business challenges and why they should trust you to do so.

3 Advanced Lead Nurturing Programs That Drive Demand

Posted by Amanda Willard in Marketing Automation | April 16, 2015

Learn how to create advanced lead nurture programs that are guaranteed to drive demand and generate insights for more informed content strategy decisions.

Unlocking Secret Customer References Through Your Sales Team

Posted by Renee Hunter in Customer Engagement | March 27, 2015

The job of your customer reference program is to identify your organization’s strongest advocates and connect them with your prospects to help sellers close deals—and in turn create more advocates. You know who the seller’s customer is. But as a customer reference manager, who is yours?