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Expert Resources

Rich Roberts

Why “Funnel” and “Lead” Aren’t Right for B2B

Post by Richard Roberts previously published on ClickZ. It’s time to Retire the ‘Funnel’ – B2B Customer Relationships Call for New Marketing Approach Introducing a new approach to B2B Digital Marketing: The Company Buying Journey, or CBJ for short. Rather than a funnel the CBJ takes on a Celtic knot shape, incorporating four key phases [...]

Lift-Off! A New Study on Attribution and Revenue

According to Forrester Research,B2B companies are seeing an average of 15 to 18 percent lift in revenue as a result of implementing a closed-loop attribution system and then optimizing marketing programs based on the more sophisticated analysis. Whoa! Think about that for a minute…a 15 percent lift in your company’s total revenue! So what is this [...]

Top 10 Reasons for Co-Optimization

Hopefully, the boardroom food fights have calmed down and you have your 2013 budget. Now you’re ready to dive into the specifics of your 2013 digital marketing plan. You’ll be tempted to think about activities and goals by channel (search, display, email, etc). It’s OK to go there eventually, but here are 10 reminders that [...]

Two Key Takeaways from New SEMPO Study

Now in its eighth year, SEMPO has just released the findings from its State of Search study for 2012. It’s a fairly robust piece of work based on a global online survey of nearly 900 companies and agencies. Two key takeaways of the study jumped out at me… Overall, a very promising industry outlook. “Digital continues [...]

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4 Steps to Close The Loop

Tying Marketing activity to revenue can seem daunting – especially for B2B companies. Has this happened to you… You suggest integrating your web analytics, CRM and marketing automation sources together. Your IT team promises to have it ready “in a few years”. You grind your teeth because you know you need to optimize Digital Marketing [...]

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What does it take to ‘Close The Loop’? – Part 2

In Part 1, we talked about the activities you’ll need to tie Marketing activities to revenue. In this brief video, Matt and I put budget numbers against this project and share a high-level ROI model. The figures presented here are obviously for example purposes only and are based on certain assumptions. But, they’re also based on experiences we’re having [...]

What does it take to ‘Close The Loop’?

Tying Marketing activity to revenue is the Holy Grail – especially for you B2B folks. Closing that loop lets you optimize based on what really working throughout the sales funnel rather than just front-end indicators like visitors, registrations or downloads. But getting your web analytics, CRM, marketing automation and other data sources talking to each other can seem [...]

Stop Letting Sales Get All The Credit!

Sick of the sales team getting a trophy while the marketing team fights for budget? It’s no fun. I’ve been there too. Many of our clients ask: “How do I demonstrate the value of marketing to my sales-driven CEO?” This is especially tricky for business-to-business (B2B) companies with products that are high-consideration and have a [...]

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Cisco Case Study: Predicting Purchase Behavior

Following on my recent post about how to act on data, let’s focus on the question “What will happen”. Michael Metz, Senior Director of Web Marketing and Strategy at Cisco, shows in this webinar how Cisco and BusinessOnline developed a multichannel engagement scoring model to predict customers’ purchase behavior. Specifically, by understanding how visitors to Cisco.com are [...]

How do I act on all this data??

“We’ve only just begun. There’s only going to be more data.” – Bradley Horowitz, VP, Product Management, Google “Big Data” may be the big thing. But you live in the real world. You’re frustrated when you try to deal with multiple data sources… it all seems really complex and expensive. Plus, you’re already swamped with [...]