Beyond Revenue Performance: Real KPIs of B2B Marketing
Revenue performance has become standard for B2B marketers with more than 3/4 of global B2B marketing decision makers measuring marketing’s impact on pipeline & revenue. But as recently as a decade ago, the idea was radical. Marketing leaders adopted the practice, requiring cultural change, re-engineering of the marketing & sales process, & deep investment in marketing automation. We’ve seen the results; revenue marketers contribute nearly 30% more than other B2B marketers.
But, there’s been an unintended consequence. In many firms, marketing is now seen as the supplier of leads to a load-bearing sales force. That belies the reality that marketing is evolving to be the steward of the customer relationship across the lifecycle. The question for marketing execs is: “what measures & metrics demonstrate the full value of marketing to my organization?” Check out this on-demand session with our guest, Lori Wizdo, VP, Principal Analyst, Forrester Research, we’ll dig into practical approaches to that challenge, specifically:
- How to link marketing performance to corporate performance in ways the CEO, CFO & COO care about
- Which 10 metrics are more important to measure than revenue performance
- What metrics should be on the ‘Marketing Performance Dashboard’
RecordedNov 6 201838 mins
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By now, event professionals are acutely aware of the need to pivot. You've cancelled contracts, shifted your strategy, and executed a virtual event (or two). But now that we’ve settled into the new normal, how can we ensure we don’t get stuck in a virtual event rut? In this session, we'll share the lessons we’ve learned in pivoting our strategy, and how we're leveraging key learnings to continuously evolve. We'll also share how these lessons are shaping our view of the events landscape for the rest of 2020 and beyond.
Watch Shannon Taschereau and Shannon Jasper on the Field Marketing team for the Adobe Experience Cloud to learn how you can take your virtual events to the next level.
Watch Adobe’s webinar, Marketing Attribution: The Journey from Cost Center to Cash Cow.
Featured speaker Andy Schneider, Solutions Consultant at Adobe, discusses the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.
During this webinar, you will:
Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
How to accelerate business growth and innovation
Times of disruption and change are often considered uncomfortable, but the businesses that thrive are structured to use this change to their advantage. What are they doing differently?
Find out in our exclusive webinar with David Rowan, Founding Editor-in-Chief at Wired UK. He will share current business trends and the “new rules” that businesses are following to accelerate purposeful innovation and business growth.
In this webinar, we’ll explore:
The companies that have successfully—and unexpectedly—shifted their business models
New partnerships that have led to new opportunities
Why agility and innovation are now more important than ever
Sign up now for the final episode of Let’s Get Digital Bootcamp!
The majority of marketers agree — data-driven marketing is an essential practice for any business. But what does it look like to “get it right?” And if your approach is less than sound, what are the consequences?
Watch our webinar, 5 Strategies to Supercharge Your Data-Driven Marketing. Featured speaker James Leedom, Marketing Operations Manager at Adobe, will dive into how an effective data-driven marketing program can transform your business.
You'll learn about:
Why data-driven marketing is so difficult to get right
How to clean, organize, and manage your database
Where lead lifecycle marketing and account-based marketing fit into a data-driven approach
Using your data to create more personalized and engaging experiences
Implementing the right attribution solution for your organization and team
n an ever-changing environment, revamping traditional email marketing is more important and more difficult than ever. Changing up email copy and using personalized subject lines just won’t cut it anymore. It's time to reimagine email and engage with your audience in a way you never have before - with trigger campaigns based on engagement.
Watch Hayley Ferrante for her webinar, Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-Generating Machine, where she will dive into how you can level up your email game and stand out from the crowd.
How traditional engagement programs still work, but only to an extent
How to listen to your audience and automate triggered campaigns
Why token personalization is important, but not advanced enough
The ‘content is king’ mantra may have lost some of its novelty as a catchphrase, but the sentiment has never been more important. Brands are being challenged to produce authentic, high-value, personalized content faster than ever before, in order to differentiate themselves from competitors and win the loyalty of customers.
Watch Garrett Ruiz for his webinar, Building a Content Strategy: Setting the Foundation for High-Velocity Content Production, to learn how to build a content strategy for long-term success.
How a ‘content strategy’ differs from a ‘content plan’ (and why you need both)
What foundational elements to include in your content strategy
Why content teams need to lean into messaging and campaign strategies
Marketing automation is much more than just software. Marketing automation is a strategy.
Join Adrienne Whitten and David Frick as they discuss how digital transformation is touching marketer’s lives and changing the way we do business, and how to ensure your organization is prepared to join the digital revolution and not be left behind. In this webinar on marketing automation, you will learn:
What “Marketing Automation is a Strategy” really means and what’s new with marketing automation
What steps you need to take in order to prepare your organization for a shift in strategy
What benefits marketing automation can provide to organizations ready to embrace digital transformation
As digital experiences are taking the place of in-person events, many marketing teams are needing to shift their strategies and focus on other creative tactics to help drive pipeline. Now more than ever, it's imperative to develop an events strategy that cuts through the noise and allows your customers to connect with your brand.
Watch Adobe Experience Cloud's Caroline Hull and Shannon Taschereau for their webinar, From In-Person to Digital: Tips for Shifting Your Event Strategy.
How Marketo is shifting their events strategy from in-person to digital
The different factors to consider when shifting your strategy
How to attract and engage buyers through digital experiences
ABM is one of the hottest topics in B2B Marketing. Still, achieving success is no slam dunk. Watch special guest Matt Senatore, Service Director for ABM at SiriusDecisions, and Dave Rigotti, Marketo's Head of ABM, for their webinar, Change Your ABM Game with Top Tips from the Experts, where they dove into the current best practices and practical tips for success, no matter where you are on your account-based marketing journey.
The 5 things you need to get right with ABM
How to set strategy and drive execution with Sales
How ABM works alongside other demand strategies
Paulo Martins, Head of Digital Marketing, Demand Generation & Scott Minor, Digital Marketing Program Manager, Marketo
Digital ads are an essential component to any good marketing campaign. Watch Paulo Martins, Head of Digital Marketing at Marketo, and Scott Minor, Marketing Program Manager at Marketo, for their webinar, A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel. They dive into the digital campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.
Jordan Con, Product Marketing Manager, Marketo, an Adobe Company
Marketing analytics is at the top of every marketing team’s priority list. But for many, it can feel overwhelming. Watch Jordan Con, Product Marketing Manager at Marketo, for our webinar, Marketing Analytics 101: How to Prove and Improve Marketing Impact with Data, where he sets the foundation for a solid marketing data and analytics strategy, no matter where you are in your journey.
How, when, and why to use journey and impact analytics
How to prove and improve impact with attribution data
What goes into good dashboards and reports
Mike Madden, Head of Commercial, Tim Ozmina, Sr. Marketing Specialist, Hayley Ferrante, Sr. Marketing Specialist, Marketo
- How to select lead generation programs and evaluate successes
- How to plan email and nurture programs to move prospects through each stage of the marketing funnel
- Strategic tactics to create sales-ready leads
As a marketer, you've probably wished you could respond to prospective buyers anywhere and everywhere, at any moment in time, right? With triggered campaigns, you can! Watch Mike Madden, Director of North America Commercial & Customer Demand Generation, as he broke down the powerful use cases for triggered campaigns, from scoring specific actions to prioritizing leads for sales to creating timely emails from website visits!
The definition of a triggered campaign and how they work
How triggered campaigns can be applied to amplify the marketer's relevance in the moment
Ways triggered campaigns can be leveraged across the entire buyer's journey
Dr Carmen Simon, Cognitive Neuroscientist and Lauren Adam, Head of Marketing, Marketo
Did you know that 90% of content that you share are forgotten after 2 days? How do you expect your buyers to act on your message if they only remember a tenth of it? How do you even know which tenth they'll remember?
Join this webinar to hear from Dr Carmen Simon, a Cognitive Neuroscientist, author of Impossible to Ignore: Create Memorable Content to Influence Decisions, and a renowned keynote speaker.
You will learn:
- Strategies for transforming yourself and your marketing message into something worth noticing and remembering
- How people pay attention, remember content, and ultimately act on it
- How you can turn Neuroscience into Neuromarketing by using insights from how the brain process information and tend to remember it - or, more often - forget it
Digital transformation has forever changed the rules of engagement with our audiences. Buyers now expect a seamless and engaging experience throughout their journey, putting the burden on organizations to break down departmental silos and create a seamless, unified customer experience (CX). Whether you end up a winner or not will depend on how you respond to these market shifts and change the way you acquire, use, and steward customer data.
Join us for a live webinar featuring IDC Research Analyst, Gerry Murray, and Marketo Director of Customer Marketing, Janet Dulsky, as they explore the power of customer centric data and the impact it can have on CX.
The definition of CX and big trends
CX leadership, roles, and metrics
The new rules for marketers, including harnessing the power of customer centric data
Would you like a behind-the-scenes look at how the Marketo team uses Marketo to automate, measure and optimise our marketing programs?
If so, join Marketo Expert, Emma Mears as she shares some of her top secrets to becoming a fearless marketer and a kick-ass revenue generator. You don't want to miss it!
Join this session to learn:
-How Marketo uses content marketing and lead management to drive quality leads to sales, and at pace
-How to use program metrics to understand what's working, or not, and where to spend your money to get revenue-generating results
-How to use Marketo's powerful Engagement Engine and reporting functionality to prove your impact on opportunities, pipeline and revenue
Deliverability is an interesting beast. Spam filters and email UIs change frequently, malware and phishing campaigns are growing in number, and new laws and compliance regulations are altering the data privacy landscape.
With the right approach, you can overcome an ever-evolving email ecosystem. Join Kiersti Esparza, Head of Product Management, Email Delivery and Compliance, and Carmi López-Jones, Manager, Professional Services, Email Deliverability, to learn how to ensure your emails make it to the inbox.
You'll learn how to:
Define and leverage your engaged audience
Collect and manage the right data
Avoid spam traps
Jordan Con, Product Marketing Manager, Bizible and Lizzy Funk, Demand Generation, Marketo
How to efficiently maximise real impact in a data-driven marketing world.
All too often, marketers get caught up in their channel-specific metrics – clicks and impressions for display and social media, clicks and opens for email, attendees for events etc. But whether you’re a marketing leader or channel manager, what really matters – and what you want to optimize for – is the impact each marketers has.
In this webinar, featuring marketing leaders from Bizible and Marketo, we’ll discuss how marketers can engage, measure and optimise their efforts to make sure they’re making a real impact, not just serving impressions.
Marketo has grown into a leader in marketing automation, but at our core we are a company for marketers, by marketers. We wake up every morning thinking about how we can make life better for our fellow marketers. This passion has evolved into a vibrant community we call the Marketing Nation®–the marketers who are invested in our solution, and are the customers and partners who inspire us every single day