Metrics

Is Data Science the Key to Marketing?

By Renae Krause / May 22, 2018 / 0 Comments

Is data science the key to marketing? In a word, yes! There was a time when statisticians did not have to be so scientific. The age of big data had everyone so thrilled about the volume of data they could collect that no one actually started to think about organization until a few years ago.…

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Measure Value, Not Activity

By Renae Krause / August 30, 2016 / 0 Comments

Are You Measuring the Right Results? Open rates, click through rates (CTRs), and conversions are just a few of the metrics most B2B marketers tend to use when determining the results of their work. But are those really the best metrics for determining success? According to new data from Forrester, not necessarily. More and more…

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Separating Media Usage Fact from Fiction

By Renae Krause / June 8, 2016 / 0 Comments

New Media Usage Surveys Provide Insights into the State of Marketing   With all the marketing-related tips, tricks, and think pieces floating around the internet, it can be difficult to separate fact from fiction. Whether it’s in the realm of B2B, B2C, content marketing, or any other subset of marketing, you’re bound to find a few…

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Content Marketing & SEM: Stats Any B2B CMO Should See

By Renae Krause / May 5, 2016 / 0 Comments

Why Content Marketing Should Be Part of Your Digital Strategy   Content marketing. Heard of it? If not, you probably haven’t been reading much Navigate-the-Channel. We’ve spoken a lot about how content is an incredibly effective B2B strategy to provide more information to customers at the early stages of their buyer’s journey, establish companies’ trust…

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Lead Attribution & the Customer Journey (Part 1)

By Renae Krause / May 2, 2016 / 0 Comments

Use the Data Available to You to See the Whole Picture Guest Contributor: Corey Morris, Digital Marketing Director Lead attribution and the customer journey. Yes, these are two of the most commonly used buzzwords in digital marketing right now. This is not a lazy blog post to latch onto what others are saying and to give…

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SMX West Recap

By Renae Krause / March 22, 2016 / 0 Comments

Lessons Learned from One of the Best SEM Conferences in the Industry Guest Contributor: Corey Morris, Digital Marketing Director SMX West (Search Marketing Expo) is one of the premier events in the search marketing industry and is hosted yearly in a significant location for the search community—in the heart of Silicon Valley. I’ve been involved with…

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7 Tips for Effectively Communicating Marketing Results

By Renae Krause / January 19, 2016 / 0 Comments

  How You Share Your Results Is Just As Important As the Results Themselves Guest Contributor: Matt Bartlett, Account Manager A couple of years ago, I was tasked with presenting campaign results to a few C-Suite level contacts by one of my clients. I was extremely excited and wanted to give the best and most detailed…

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The Times, They Are A-Changin’

By Renae Krause / December 1, 2015 / 0 Comments

Keep Your Eyes on Generational Shifts in Key Decision Makers   I was recently asked to offer some insights for “2016 Trends in B-to-B Marketing,” an article in Marketing Daily. As you might expect from the title, they wanted to know what trends marketers should be planning for in the coming year, and they asked…

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Palate Cleanser: Why Building Products Marketing Matters

By Renae Krause / November 24, 2015 / 0 Comments

Now More Than Ever, Marketing Still Matters to the Bottom Line   Those of us who have been in the building products industry for many years know that when times get tough, marketing can be one of the first things to get cut. The simple, undeniable truth is that B2B marketing is often underrated, and…

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Proving B2B ROI Is Hard, But You’re Still Responsible for It

By Renae Krause / November 19, 2015 / 0 Comments

Don’t Ditch Lead Generation—Do Lead Generation Better As B2B marketers, how do we quantify the results of our work? How do we prove the effectiveness? The ROI. That’s the constant challenge we face, especially when it comes to the building industry, where we have to be that much smarter. The numbers prove it: 32% of…

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