Sam Melnick

Rather than struggling to calculate revenue-based returns, build your measurement strategy around the full business value of content. In this Chief Content Officer article, get expert advice and examples from: Michael Estrin, Richard Murphy, Annie Granatstein, Tiahn Wetzler, Tiffany Muriel, Andy Crestodina #ROI #ContentStrategy

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How To Address Middle And Bottom Of Funnel Pain Points via @sejournal, @alexanderkesler Discover key tactics to address middle and bottom of funnel lead pain points to improve pipeline velocity and boost conversions. The post How To Address Middle And Bottom Of Funnel Pain Points appeared first on Search Engine Journal. https://lnkd.in/dUY6vHME #PPC #digitalmarketing #google #marketing #socialmediamarketing #socialmedia #business #seo #branding #marketingdigital #onlinemarketing #entrepreneur #instagram #advertising #contentmarketing #marketingstrategy #digitalmarketingagency #digital #marketingtips #smallbusiness #digitalmarketingtips #website #marketingagency #startup #motivation #success #ecommerce #onlinebusiness #ads

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64% of B2B marketing leaders don’t trust their own measurement systems. Marketing’s credibility hinges on data and insights, yet poor alignment with organizational objectives leaves marketers measuring the wrong things. It's time to ditch outdated sourcing metrics and refocus on what truly drives business growth. Is your marketing team measuring what matters? 📊 Forrester | Ross Graber | #MarketingStrategy #DataDriven #B2BMarketing #MarketingAnalytics #MarketingMetrics #BusinessGrowth #Activate_ms

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Join ZoomInfo’s Kaitlin Sanders, an ABX expert and Go-to-Market strategist on May 1st as they shed light on the practical approaches adopted by industry experts to measure the real impact of ABM campaigns. Kaitlin will delve into key topics including: - Redefining ABM Today: What is the current definition of ABM today and its significance in shaping modern marketing strategies? - Key Metrics for ABM Success: Identify essential metrics for evaluating the effectiveness of ABM campaigns and how to communicate the impact of ABM initiatives to stakeholders. - Future Advancements in ABM: How technology and predictive analytics are revolutionizing how organizations measure the success of ABM campaigns. Don't miss it ➡️ https://bit.ly/3UedVng #Ad #Webinar #ABM #ABMMetrics

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Despite the proven power of account-based marketing, early-stage pilot programs can sometimes fail to deliver results. So why do ABM programs sputter? 1️⃣ A lack of cross-functional alignment derails progress. Without shared goals between sales, marketing, and leadership, ABM becomes a disjointed effort. Misalignment also makes it hard to prove ROI and expand the program. 2️⃣ Companies try to boil the ocean from day one. Launching at scale prematurely overwhelms resources and muddies insights. It's smarter to start small, refine the approach, and expand strategically. 3️⃣ ABM operates in a silo, disconnected from stakeholders. When key players like sales don't provide input or feel ownership, the program loses momentum. To drive ongoing success, constant collaboration is essential. But with the right approach, you can finally get your ABM pilot soaring. Join Meg Noonan as she shares how she launched an ABM pilot program at Veracode which was able to generate pipeline and prove ROI extremely quickly. Tune into the latest ABM MBA class airing tomorrow, May 29th at 12PM ET | 9AM ET Register here: https://bit.ly/3R2frrM PS: Our friends at Reachdesk will be giving away limited edition ABM MBA merch to 3 students who attend live!

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Don’t discount your own data. 📣 Johanna Shirman, Enterprise ABM Strategist at Madison Logic, explains that leveraging your own data is key when developing your target account list. By having a cohesive approach to how you leverage both first-party and third-party data – you can build better target account lists, and better set yourself up for ABM success. Combining this data ensures you're maximizing your ABM efforts by focusing on those ready to engage. Watch the full video on-demand here: https://hubs.li/Q02wgDxP0 #abm #marketing #data #b2b

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Real talk - reaching your actual Ideal Buyer means your entire GTM org is spending their time on the right revenue-generating activities. So why is this often not the case? Outdated, static, and siloed strategies. What do we mean by Ideal Buyer? How can you use technology to hone in on your top performing segments? More on the RevOpsolutely Substack 🙌

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Is traditional sales content management stifling your org’s growth potential? In this video, Mindtickle Principal Product Marketing Manager Christian Pieper outlines how orgs can build a content strategy using data from your CMS, DSRs, and CRM. The result? A content strategy that’s driven by data and perfectly aligned with the buyer journey Here's what Christian covers: -How centralizing content can alleviate administrative burdens and boost adoption rates. -The importance of layering engagement data to truly understand the impact of your content. -How to use data for strategic content planning Watch the entire video here: https://brnw.ch/21wK7HD

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Marketers can’t optimize on last-touch attribution alone...Last-touch attribution (LTA) models often favor lower funnel demand capture channels with a seemingly attractive CPA. But LTA underweights upper funnel channels, eventually drying up demand. Access the blog to learn about four situations when marketing effectiveness tools (such as MMM and MTA) can be beneficial for organizations: https://lnkd.in/gRvMWeQD

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Why is campaign production so difficult and is there a better way for marketing teams to go to market? If you’ve ever wanted to rewrite the GTM playbook, then you can’t miss our keynote tomorrow afternoon at Echelon X. We’ll share our vision for a more agile, strategy-focused marketing team and demo our prototype, which will help brands and agencies slash production costs and time to market by as much as 90%. See you there! #EchelonX #Protaige #Marketing #AI

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Are you taking the right steps to prepare for 3P cookie deprecation? Tune in for a quick download on everything marketers should do in CM360 and DV360 to get ready for this change. Acceleration NA’s Ryan Grady will share important considerations and steps that you can take today to protect performance and maximize success in the future of measurement and ad serving. Watch here 📺: https://lnkd.in/eAqANw_R

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There's a big discrepancy between how content marketers and the rest of the GTM org measure content success: - Content skews toward defining success by leads and conversions - The rest of the org (marketers, sales, and product folks) are split equally between leads, revenue, and brand awareness. This is surprising. Content marketers usually aren't growth marketers; we focus on building brands and educating people over time. Leads and conversions are short-term metrics, while content plays the long game. So, why are we thinking like this? And what can we do to actually prove content's value? Step 1 (Beginner): Be strategically collaborative on important projects Step 2 (Intermediate): Choose your brand awareness metrics Step 3 (Advanced): Add content pipeline metrics to the mix Lauren Lang goes deep on each of these steps in our latest blog in the Darkroom. How do YOU prove the value of your content?

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Foundational b2b marketing tip: Validate your messaging. Jonny Butler joined Sam Dunning to share: How to make b2b marketing work FAST (from zero) Listen/watch the full ep: https://lnkd.in/exTne-rV

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On the #INBOUND23 Main Stage, HubSpot's CMO Kipp Bodnar and former SVP (and current CMO of Zapier) Kieran Flanagan dropped some real truth bombs to help marketers stand out from the crowd these days. In a world of copy-and-pasters, be original. #B2BMarketing #DigitalMarketing #Innovation #HubSpotAI

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Who doesn’t want to have a higher close rate? Check out these #TuesdayTips about demand capture throughout the funnel: 📌 Laser sharp value language 🎯 Agile sales efforts 📊 Analytics at every stage ⚔️ A ruthless qualification process With wisdom from CMO Huddles Huddlers Christopher P Willis of Axios HQ, John A. Steinert of TechTarget, Bindu Chellappan of FLEETCOR (recently rebranded to Corpay), Matt Fisher of SHI International Corp. Do you have any other tactics to drive better conversion rates? Drop them in the comments below! 👇

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