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.
According to new B2B buyer research, it’s time to debunk the 67% myth. The reality? It’s far more complicated than that.
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.
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.
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.
Learn how to create advanced lead nurture programs that are guaranteed to drive demand and generate insights for more informed content strategy decisions.
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?