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5 key trends we’re seeing in B2B marketing

Martech

Marketers get involved in account penetration and expansion Traditionally, B2B marketers were expected to fill the top of the sales funnel with a steady stream of qualified leads, and sales functions like account management were charged with customer retention and expansion. Video is, as it should be, everywhere in B2B.

eCommerce 136
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From guesswork to growth: How to build a customer-centric marketing strategy

Martech

We spend millions creating a marketing mix based on assumptions crafting buyer personas and guessing at customer problems. When you get enough customer interviews, trends and themes emerge and your marketing mix will begin to present itself. So, the company focused more on inbound content and targeted digital channels.

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How search analytics can tailor messaging and maximize performance

Martech

Within any brand’s marketing mix, you’ll likely find a focus on ranking in Google. Google’s commanding market share of mobile (82%) and desktop search (95%), speaks to its influence. This has been a cornerstone of digital strategy for years — and with good reason.

Analytics 122
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Exploring Meridian, Google’s new open-source marketing mix model

Search Engine Land

Meridian , Google’s new open-source Marketing Mix Model (MMM), has entered the rapidly evolving market for advanced marketing analytics and forecasting tools. In navigating a complex market, the precision and insights marketing mix models provide are essential for strategic planning.

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AI-powered martech news and releases: October 24

Martech

The survey found only 23% of employees feel completely educated and trained on AI. brings its Marketing Mix Modeling and Analytics App to the Snowflake AI Data Cloud. This app helps marketers estimate budgets, analyze the performance of different media channels, and optimize marketing strategies.

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3 strategies to navigate change as digital privacy evolves

Martech

Define the right marketing strategy for your organization Before diving into the implementation of any technical changes intended to adapt to privacy regulations, it’s important to take a closer look at the current state of your marketing mix and martech stack.

Transform 117
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How to track and improve your YouTube marketing ROI

Sprout Social

For example, if viewers who engage with demos or educational content are more likely to convert later, key metrics like video completions and watch time become meaningful KPIs. Leverage attribution models and marketing mix modeling with this data to analyze what content works (or doesn’t).

Analytics 107