Channel | Data & Analytics

It's important to continually fine tune lead scoring models to optimize campaign performance, to decrease the length of the sales cycle and increase ROI.

Implementing marketing automation has helped GM Nameplate’s sales reps get a better handle on B2B customer communications and engagement.

Business alignment is critical. Creating customer experiences that work across multiple channels and devices means touching a lot of boxes on the org chart – including many marketing might not own.

Here are three lessons learned from MVMT, IGN and Brooks Running about data experimentation.

Wondering what all the cool kids are reading? Here’s our five most popular B2B and martech stories for January...

For marketing automation to be effective, marketers must deliver more personalized experiences at scale, driven by efficiency and data.

Marketing execs discussed martech challenges—investing; how they determine which tools are most effective; and the role of data and content.

Many salespeople just want to close “low hanging fruit” deals to make quota. Others don’t have the training or business acumen to sell higher—but enterprise sales leaders looking to drive change can do four things to help drive successful C-suite selling.

Discover how to make the most of your B2B data this year throughout the entire funnel, to connect with prospects, close sales and create loyalty in these special reports.

There’s a lot of talk about how to humanize marketing. Really thinking about and understanding the humans we are marketing to—not just prospects and customers.