Don’t Be Blinded by Big Data


It’s the Age of Big Data. Everything is tracked. Everything is measured. Everything is analyzed.

A 2016 study of 316 executives from large global companies, conducted by Forbes Insights and sponsored by Teradata in partnership with McKinsey, found that 90% of organizations report medium to high levels of investment in big data analytics, and about a third call their investments …Read More

What’s the Job of Marketing? (Hint: it’s not just to get “likes” and “shares”)


Marketing and Sales are two teams that are supposed to work together toward a common goal: increased revenue. Too often, these two teams are at odds, because the job of Marketing isn’t clearly spelled out. Is Marketing’s job to get more brand recognition? To get more shares on LinkedIn? To get more traffic coming to the website? Sales never thinks …Read More

The Two Types of Marketers and How to Know Which You Should Hire for Your B2B Company


Let’s acknowledge the elephant in the room: 80% of CEOs don’t trust marketers. We have about the same reputation as used car salesmen. And for good reason — too many marketers are creative but lack business savvy, particularly when it comes to the reality of the sales funnel and measuring ROI.

The idea of hiring a VP of Marketing or an …Read More

4 Steps to Calculate How Much Your Leads Are Worth

In order to make smart marketing decisions, you need to know what your leads are worth. This calculation is a bit more challenging for B2B companies with the longer sales cycles that come with more complex, higher-price-tag products and services. But not knowing what your leads are worth can either cause you to shy away from spending what you need …Read More

How to Measure Content Marketing ROI

Here’s the million-dollar question: Is your content marketing system really working? How’s your ROI? According to a report by The Content Marketing Institute, brand awareness is no longer enough for B2B companies. 85% of respondents say they’re now looking for leads from their content marketing systems. And they should be! Although brand awareness is a good ancillary goal, if your …Read More

How Much Should You Spend on Conversion Rate Optimization? Here’s How to Calculate It

If you ask a typical business owner what his or her budget is for conversion rate optimization, you’re likely to get a blank stare. People who run companies know how much they should be spending on office space, personnel, supplies, and even advertising. But when it comes to the murky waters of online marketing, particularly conversion rate optimization, it’s not …Read More

How Can You Tell if an Online Ad is Working? Hint: It’s Not Click-Through Rate

So, you’ve decided to try out online display ads, like the ones in the sidebar of your favorite blog or at the top of your go-to news website. You know you need to track performance, to see if it’s working and getting a good ROI. So you measure click-through rate, right? Wrong.

Think about how people shop and make purchasing decisions.

Think …Read More

Do Page Views Really Matter? What to Measure Instead

For at least a decade, the Holy Grail of online marketing has been page views. The more views, the better. Copywriters have been writing catchy headlines designed to get those almighty clicks.

But companies have begun to realize that page views don’t mean money. And what’s the point of getting page views if not to (at least eventually) sell more stuff?

So …Read More

marketing strategy

A 4-Step Process to Craft a Marketing Strategy You Can Have Confidence In 

Warning: this is a long post. But it’s chock-full of fantastic info that you can put to use immediately, so don’t shy away! 🙂
Creating a marketing strategy isn’t a matter of faith. You don’t need to hope and pray that your plan is going to work—you can have a pretty good idea that it’s going to work before you even …Read More