B2B Data GoodData

Social advertising has clearly become an integral tool for B2B marketers, and its influence is growing rapidly. The proliferation of paid social content produced by marketers is only accelerating that growth.

Marketers can leverage organic social to keep customers engaged and accelerate conversion rates, but paid social advertising is now emerging as a valuable tactic throughout the sales cycle, particularly because it gives marketers control over what is show, when and to whom.

Marketers will spend more than $10 billion in 2015 on paid social advertising, according to eMarketer, a 31% increase compared with 2014. Given that investment, marketers are under pressure to track the performance of paid social at deeper levels, such as market, geography and topics as they gravitate to more mature social analytics models.

Research from Convertro, AOL’s research arm, suggests that paid social advertising yields 25% higher conversions than earned social media, and a promoted tweet converts at three times the rate of an organic tweet.

This webinar takes place on August 19th at 10am EDT during our inaugural B2B Marketing Data Virtual Summit.  Join Emily Rugaber, Director of Best Practices at GoodData who will explain how marketers can prove the ROI of their social investments and provide customer examples to bring those solutions to life.


Topics covered:

  • How to prove the ROI of paid social advertising
  • How to use analytics to evolve social strategy
  • How marketers can track and the importance of tracking the metrics of paid social advertising, such as:
    • Ad spend versus impressions and engagements/clicks;
    • Website conversions, which can be tracked by promoting specific calls to actions that send viewers to your web site;
    • Number of viewers who clicked on a social media ad and then “liked” or “followed” your brand;
    • Page post engagement, such as likes, comments, shares, video plays and photo views.
    • Mobile app installs and engagements if you’re using paid social media to encourage downloads;
    • Event responses from a social ad; and
    • Views of a promoted video.
  • How to use predictive analytics to identify where your customers are going to make sure you are one step ahead of them in the most relevant channel


Click Here to Register for this Session!




B2B Data VEM


The world is just too dynamic and the pace of change is just too fast for marketers to rely on intuition and experience. Data of all kinds is all the rage.


The importance of data is well known and marketers are ideally situated to leverage actionable data. Successfully combining data and analysis helps marketing identify new customer segments that will deliver higher profits, current customers with the greatest value potential, and new products that will be the most relevant both to new and current customers.


Yet many marketing organizations experience problems when attempting to translate data into insights and use these to inform strategy. Today’s hyper-competitive business environment necessitates the creation and execution of data-driven strategy.


On August 19th at 8:30am EDT join Laura Patterson, President of VisionEdge Marketing, as she shares a practial approach to effectively leveraging data to drive strategy. Join this session to:


  • Understand the role of data and analytics
  • Learn how to properly evaluate data and transform it into actionable insights
  • Use information to create a data-driven marketing strategy


Click Here to Register for this Session!






As markets become more fluid and fragmented, it becomes increasingly complicated for marketers to deliver the right messages to the right potential buyers to cultivate ready-to-buy leads. In response to the marketplace, leading marketing automation vendors are expanding beyond their original goal of providing a front end lead generation platform and beginning to augment their offerings to enable customer-centric, multichannel, personalized marketing across all stages of the Customer Life Cycle.

This session takes place on June 17th at the Digital Media Virtual Summit and will explore how marketing automation can be used to track and report digital behavior across all channels and across all stages of the customer lifecycle – from attracting to capturing to nurturing to converting and finally to expanding the customer relationship.

Click Here to Register!





The traditional marketing funnel is dead. As modern marketers have become increasingly held to generating meaningful business results, the role of marketing has changed. The guiding force for today’s marketer is the customer’s journey: a continuous cycle of engagement with customers as they move from Awareness to Conversion to Advocacy.

Video is one of the most powerful tools that marketers have to move customers through this journey. In this session, Chris Bondhus, Director Demand Generation at Brightcove, will highlight how organizations using video as a key part of their marketing strategy are ahead of the game.

This session takes place on June 17th at the Digital Media Virtual Summit . We hope to see you there!

Click Here to Register!





With the rise of smartphones and tablets, the number of mobile devices has outpaced the global population. According to CompTIA’s 2014 annual Trends in Enterprise Mobility study, more than 70% of organizations have made some level of investment to build out mobility solutions.

This presentation takes place on June 17th at the Digital Media Virtual Summit and is part of Marketo’s Definitive Guide to Mobile Marketing. Join Marketo’s Vidya Chadaga, Director of Product Marketing, to discover how to:

  • Think strategically about mobile marketing
  • Clearly define goals and KPIs
  • Develop an integrated cross-channel marketing strategy

It is now more important than ever to integrate mobile into your marketing mix and target customers in real-time.

Click Here to Register!





Perhaps one of the biggest challenges that marketers face when building a digital strategy is finding “human” ways to connect with their target audience. There are many digital channels that help us to reach our prospects but very few that enable us to engage directly with them.

In this session, Mark Bornstein, Senior Director of Content Marketing with ON24, will highlight best practices for turning webinars into interactive, engagement- based experiences that deliver behavioral data for more effective lead scoring.

This presentation takes place on June 17th at the Digital Media Virtual Summit and will cover:

  • Building interactive webinars
  • Integrating social media into the webinar experience
  • Increasing marketing touches in a single event
  • Measuring audience behavior

Click Here to Register!





Linda West is a true digital marketing ninja driving huge quarter-over-quarter growth in qualified lead flow to the Act-On sales team. And guess what: over 25% of these new leads are now coming from video content and targeted video marketing efforts. No way! Yes way. So what’s her secret, and why is she betting so big on video? How are other high performing marketers using video content and video analytics to increase CTRs, generate way more leads and improve lead scoring and qualification?

Join this discussion with marketing practitioners and industry experts to find out why video is becoming so critical to digital marketing efforts, the latest best practices for using video to convert audiences, and how to build out a more strategic video marketing strategy that aligns with your business goals (like making $$$).

This session takes place on June 17th at the Digital Media Virtual Summit . We hope to see you there!

Click Here to Register!




Best-in-Class Marketers Continue to Improve Their Impact on the Business

by Jerry Rackley, Demand Metric and Laura Patterson, VisionEdge Marketing

Today’s marketers certainly feel the pressure, not just to stay busy, but to prove their worth by measuring their value and contribution to the business.  The question the C-suite often has for marketing is: “what have you done for us lately?”  Most marketers are facing this constant scrutiny regarding their performance and contribution.  Very few, however, are responding to it in a way that inspires confidence.

The 2015 Marketing Performance Management (MPM) benchmark study measured this pressure, finding that 83% of the participants feel it. It is a persistent and all too familiar force at work on the marketing team, yet, the way marketing organizations respond to it differs significantly, and those differences are defining. VisionEdge Marketing and Demand Metric just completed the 14th annual study that reveals differences in how marketing organizations do more than just keep their seat at the corporate leadership table, but also earn greater credibility and influence.  The study details how some marketing organizations are achieving best-in-class performance measurement and management, earning recognition as a Center of Excellence and getting the associated benefits.

When it comes to grading the performance of marketing organizations, just 1 in 5 marketers get an “A” from the C-Suite for marketing’s ability to prove its value. Data collected over the 14 years the study’s history provides insight into the characteristics of these groups:

  • A’s: This group is more strategic and data-driven.  Their primary focus is to create value for customers and the business.  This best-in-class group leads all others in terms of performance and they are known as Value Creators.
  • B’s: This group sees their primary role as serving the sales team.  Their focus is on demand generation.  They represent the middle of the pack in terms of performance and are known as Sales Enablers.
  • C’s and D’s or lower: This group operates as a service provider or internal agency to the organization, producing marketing outputs as scheduled as well as on demand. Compared to other marketing organizations, they represent the Laggards in terms of performance and are known as the Campaign Producers.

The MPM study has tracked marketing grade trends over many years, and marketing is not getting better. Despite constant pressure and greater investment in technology to support performance measurement management, the number of marketers achieving excellence in this area isn’t increasing.    In the 2015 study the number of elite, Business Value Creators (A’s) and Sales Enablers (B’s) declined, while the number of Campaign Producers (C’s and D’s) increased. In fact, the number of elite marketers has steadily declined over the past three years.

 Chart 3

The percentage of Value Creators has declined over the past three MPM surveys.

The study found that only the Value Creators do a respectable job of clearly showing the leadership team how marketing is impacting the business.

 Chart 2

Almost two-thirds of Value Creators strongly agree that leadership understands their business impact, a 40-point delta to the Sales Enablers.

An alarming trend is how few of the Sales Enablers and Campaign Producers agree that it’s clear to their corporate leaders how marketing is impacting the business.  There is a substantial gap between the Value Creators and the Sales Enablers, and the Value Creators and Campaign Producers is significant and growing.  Since the 2013 study, the Value Creators have outdistanced all the other marketers.

The Value Creators earn such high marks for a reason. When it comes to key business indicators such as win rates, customer retention, and new customer acquisition, the Value Creators far outpace their counterparts. The average gap between Value Creators and Campaign Producers for these business indicators is 40 percent!

 Chart 1

Over half of Value Creators showed improvements in each of these areas.

Find out how this elite group of marketers excel at MPM, what core competencies they are building, and steps each group can take to accelerate their MPM initiatives at the free webinar, Tales from the Marketing Performance Pack Leaders, on April 29th at 9 am eastern.

Tales from Leaders VEM