Achieving the optimal marketing mix is challenging, especially for B2B businesses. Top- and bottom-funnel investments, like brand building, demand generation and sales enablement, pay off at different rates and in different ways and need to be adjusted based on growth goals. There are three key inputs to optimize your marketing mix:
Our nine requirement guide for financial services companies to build effective and scalable cross-selling programs.
There are two competing AI narratives bouncing around the internet. On the one hand, AI is seen as a future scourge, a technology that once unchained will push humanity past a singularity. Past this singularity, we cannot predict what will happen—but many think it won’t be good .
The arrival of the 21st CMO Survey in our inbox prompts us to lift our heads up from our day-to-day work with Financial Services clients and to think retrospectively about where the industry has come in the last year. It affords us an opportunity to compare our “on-the-ground” client experiences with the experiences of the […]
With all of the hype around AI, don’t overlook the importance of Human Intelligence to ensure your analytics efforts are addressing the right problems
The Challenge: What Value Does Data Science Drive? First of all, a note on scope and audience: this article has to do with marketing analytics / data science (I use the terms interchangeably), and is written as such. While these concepts should absolutely be useful for executives in other areas (biotech, manufacturing, operations, etc.), all […]
Marketing analytics is a broad, “meta” field, combining elements of marketing strategy, data science, database management, digital technology, primary research, and psychology, to name a few. To help explain what it is, we’ve created this taxonomy of marketing analytics—a “family tree”—that breaks the field down from high-level to more detailed. The taxonomy has four levels […]
Getting Back to Growth by Playing Small Ball The ADBUDG curve is a 40-year old handy heuristic for modeling marketing spend vs. return. It was first used for broad-reach advertising. The concept is pretty simple: The curve starts out flat, as dollars are invested to get breakthrough with a group of consumers Then, the curve […]
For all of the talk around one-to-one marketing, human beings still need frameworks to understand their world, and marketers are no exception. The word “segmentation” might be ubiquitous among marketers, but it’s difficult to find two people who can agree on what segmentation really means and how they become actionable segmentations. That being said, sales […]
Big data remains all the rage. After exploding onto the scene in roughly 2012, with the popularization of the Hadoop framework, the big data lens still dominates the “LinkedIn press.” This myopia is certainly not without its merits; machine-generated data contain vast amounts of signals just waiting to be extracted and put to use. Indeed, […]