What is Multi-touch Attribution?

73% of customers prefer shopping through different channels, according to the Harvard Business Review. So if you’re marketing with just a single-channel approach, then you’ve already eliminated ¾ of your potential leads.  Having an omni-channel marketing strategy is key to bringing more leads through your door. Establishing different channels is the easy part, but understanding …

Why Customer Journey Analytics Matter More Than Ever

Do you know who has the biggest impact on your company’s revenue?  You might think it’s Sales because they close deals. Or maybe it’s Marketing because they help find new prospects. And what about product teams? Without them there would be nothing to buy.  The real answer? It’s your customer. The sign of a successful …

Improving Marketing Outcomes with Revenue Science

Revenue growth starts with marketing data. And while we all have dashboards filled with forecasting metrics, you might ask yourself, “how exactly are those tools helping my team achieve better results?“ That is the million dollar question that we set out to explore in our latest episode of Revenue Science. In this video series, we …

Conversions Are the New MQLs

Marketing Qualified Leads (MQLs) are pretty much what their acronym suggests. A prospect engages with a brand in a way that marketing can capture, like filling out a form. Next, their profile is sent through a set of qualifications. If it passes, Sales is flagged for a follow up. Ta-dah! A lead that marketing has …

The Multi-Touch Attribution Guide for Marketers

A deal closes, hooray! It’s time to peer into the customer journey and glean insights so the go-to-market team can repeat the success. Was it the blog they first came through after clicking on its LinkedIn post, the ebook they downloaded next, or the call from the sales rep that closed the deal? But wait. …

Correlation vs. Causation: A Serious Upgrade in Marketing Insights

You could say that marketing campaigns are only as good as the data we collect. These insights are powerful and it helps us understand how to spend our dollars to put in our ideal lead.  But what if those insights aren’t giving us the full story, but we’re acting on them anyway? Then all of …

Causal AI is Trending

Artificial Intelligence and machine learning have made it possible for organizations around the world to improve processes and optimize efficiency. However, it has growing limitations with its ability to differentiate correlation and causation.  That means we think we’re being data-driven, but we’re actually jumping to the wrong conclusions. The impact of this can be comical …

The Future of Lead Scoring is Prescriptive

For over a decade, marketers have been using lead scoring to prioritize their engagement activities and drive revenue. Now it’s time to move on, and use the right tool for the job. We’ll show how a prescriptive approach is more effective and will do a much better job. Lead scores The primary use of lead …

How to Use Customer Lifecycle Marketing for Meaningful Growth

Marketers know that the customer journey is a multi-touch maze, not a one-size-fits-all path. After all, they’re only too aware of the dizzying amount of marketing channels customers engage with, including website, social media, email, events, ads, print, and more. So many channels, so many touchpoints, and limited ways to measure their individual impact. Today’s …