Marketing teams are under more pressure than ever to demonstrate pipeline contribution. And yet, in most B2B organizations, a significant proportion of the leads that marketing teams produce never become sales opportunities. It’s not because the leads are worthless,...
B2B marketing leaders are under more pressure than ever to demonstrate pipeline contribution. Business leaders need revenue attribution; sales teams want qualified leads. And yet, for many organizations, the website is still being evaluated almost entirely on traffic...
Most B2B organizations have a lead generation strategy in place, but not many have one that works consistently. The gap between activity and outcome is where most teams lose ground and end up generating volume without quality, investing in channels that do not...
Media budgets are coming under increasing scrutiny. You’re expected to protect pipeline, improve efficiency, and still prove impact in an environment where buyers are harder to identify, and attribution is less reliable than it looks on a dashboard. It sounds like an...
With a multitude of metrics at our fingertips and the integration of various digital strategies, pinning down the exact ROI can feel like chasing a moving target. In this blog post, we’ll demystify the process, offering a roadmap to not just calculate, but to optimize...
Gen Z are born between 1997 and 2012, which means they’re very much making their way through the workforce – and you can expect to come into contact with them during your B2B activities. In many organizations, they are the first to discover vendors,...
