PLG and customer activation powered by advanced marketing analytics capabilities is among the top priorities for all business and growth marketing leaders across B2B SaaS organizations. The primary focus of the marketing analytics work that we have been doing with some of the most forward-looking B2B marketing analytics leaders across SaaS organizations is being augmented with the PLG analytics frameworks. PLG analytics is now seen as the part of the core B2B GTM analytics frameworks that include metrics like cohort-based funnel conversions, campaigns performance, tracking against funnel goa ..read more

MQLs are an important part of the marketing analytics frameworks across most of the modern marketing teams but the sales follow-up of the MQLs is critical. Whether it is lead scoring, database management, or reporting around the performance of the MQLs, marketing teams spend a lot of time and energy at continuously optimizing the performance of MQLs with the sole purposes of driving higher MQL to opportunity conversion the leading indicator for driving pipeline growth. To progress a customer from MQL to SQL stage of the funnel, there is 1 aspect of the MQL performance optimization that most ..read more

The ability of a marketing organization to track marketing attribution is often considered an end in itself when it comes to advanced marketing analytics. Every marketing leader takes immense pride in talking about the marketing analytics teams at their organizations when they have implemented attribution tools/frameworks and can provide attribution data either via salesforce.com or via in case of more mature analytics teams in platforms like Tableau, Looker, DOMO, etc. Needless to say, marketing attribution is among the elite group of B2B marketing metrics that every data-driven marketing lea ..read more

Marketing Analytics is a term that has become synonymous with the success of all modern marketing organizations and database segmentation engine is the key part of marketing analytics. The core competency that differentiates the winning organizations is their ability to objectively evaluate the investments that drive the highest engagement and pipeline growth. Whenever the term marketing analytics is mentioned, the first thought and rightly so is in relation to the “performance measurement” aspect of marketing – the means through which marketing teams are able to demonstrate the impact they ..read more

Marketing scorecard powered by a comprehensive marketing analytics frameworks has emerged to be the most trusted advisor of a B2B CMO these days. A well designed and intuitive marketing analytics scorecard provides the much needed at-a-glance view of the health of the marketing organization across 2 broad areas: How well the team is pacing towards the quarterly/monthly goals How efficiently the team is generating and qualifying the leads through the funnel Data-driven CMOs are increasingly relying on marketing analytics teams to lead the charge for demonstrating the quantifiable impact mar ..read more

Marketing Analytics and Lead Nurturing is a strategic combination across all revenue marketing organizations. A well-thought-out lead nurture strategy backed by data-driven insights through marketing analytics frameworks is a game-changer. While others see nurturing as a series of emails, we see nurturing differently. For us, nurturing is a data-driven, meticulously planned contextual, and hyper-personalized strategic marketing tactic to drive engagement in pursuit of influencing pipeline generation. Lead Nurturing is an ongoing process, which prepares the engaged leads for sales conversatio ..read more

Been part of numerous B2B marketing analytics journeys across various organizations, I have been witnessing how data and analytics have become the core of modern B2B marketing execution. The data-driven marketing approach with the ability to track demand waterfall conversion rates is a game-changer across the board and no doubt marketing analytics continues to be a top priority for the CMOs and marketing leaders across all the organizations. Whether it is the hyper-personalized contextual engagement approach, increasingly higher marketing ROI/ROMI, higher influence on pipeline generation/accel ..read more

Among the most interesting trends shaping the modern marketing function is the rise of a new breed of the CMOs called the “Revenue CMO”. The role of the CMO has undergone a radical shift especially in B2B technology companies, which are driving the revolution of this new breed of the CMOs. Revenue CMOs are growth marketers who are going beyond the traditional marketing execution role. They are leveraging data and analytics to continuously optimize execution and demonstrate measurable results. They actively engage with the sales and finance teams to sign-up for driving top-line revenue for th ..read more

Over the past few years, Account Based Marketing (ABM) has emerged to be one of the key components of demand generation strategies across all marketing organizations and it has been delivering tremendous results especially for growth marketing teams that are leading the charge for revenue marketing. The importance of ABM in 2020 continues to grow and it has become a more mainstream tactic for B2B marketing. The underlying theme that separates ABM from traditional demand generation and has been responsible for its unprecedented success is the focus on the “hyper-personalized” demand generation ..read more

As though the ever-increasing expectations of the c-suite from marketing teams to demonstrate the quantifiable impact were not enough and now we are in these unprecedented times, which have further highlighted the need for marketing to be more data-driven and efficient with their investments. Scrutiny around marketing budgets and the asks for returns from the marketing spend (ROI) have only increased in the current times. Across the board, we are seeing these are Top 2 marketing analytics priorities for B2B marketing teams. With the onset of this pandemic, all marketing organizations had to ad ..read more