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Intent Data is Powerful, But It Only Works When You Do
ArticleIf you Google the words “intent data,” be prepared for an onslaught of articles and think pieces on the new darling of B2B marketing. But don’t get the impression intent data is a shiny new object that will fade away with time. It’s a powerful tool that enables organizations to shine a light on who is actively searching for their…
What is Intent Data: Crystal Ball or Hoax?
VideoB2B marketers are a seasoned but skeptical bunch, having been lured by shiny objects in the past and hesitant to fall prey to short-lived trends again. So as intent data continues to gain traction, it gives way to the question: is it a crystal ball or a hoax? In this webinar, LeadMD’s Andrea Lechner-Becker (CMO) and Kirsten Markson (Go-To-Market Practice…
What is Revenue Operations? Lessons Learned from the Allocadia Team
PodcastRevenue Operations seems to be the hot, new title, experiencing incredible growth. Take it from Dana’s chart*. So, I sat down with the team from Allocadia to learn why they hired a Rev Ops person, what they’ve learned and where the role sits in their org chart (hint: it is NOT under sales OR marketing). Subscribe to the Podcast to…
Buyer Persona Best Practice: Make Them Generalizable
BlogThe Opportunity It’s an adage as old as the marketing discipline itself: right message, right person, right time. Easy, right? Well, kind of. As easy as that is to say, creating meaningful buyer personas is often an exercise fraught with areas of complication. One area I often consult around relates to leveraging generalization. A buyer persona that doesn’t generalize to…
Step-By-Step Guide to Building a Data and Analytics COE
BlogPreliminary COE Reading We’ve already established the importance of COEs, along with how starting with a data and analytics Center of Excellence (COE) helps CMOs in the boardroom. So, assuming you took JT’s advice and created allies in your COE creation (or even if you didn’t), what are the next steps? This is your step-by-step guide to building a data and…
Why Predictive Marketing Has a New Role in the Market
ArticleLinkedIn’s Marketing Solutions Blog asked LeadMD CEO, Justin Gray, about predictive marketing’s past, current and future in the marketing space. In this article, Justin covers the following: Why have marketers felt let down by predictive vendors? How can marketers put a value (ROI) on data investments, given the fluffy nature of data acquisition and results? How can customer data shortcut…
How Modern Marketing Leaders are Solving Common Metrics Challenges Today
BlogToday’s modern Marketing Leader must prove that every investment in marketing equates to measurable revenue. Unfortunately, the harsh reality is that many marketers face challenges when it comes to easily pulling marketing metrics or they don’t carry much confidence in the data they obtain as being accurate. You are not alone in this struggle, and it’s more critical than ever…
Three Mistakes Marketers Make When Using Data to Create Business Intelligence
BlogBusiness intelligence (BI) leverages data to create actionable intelligence that informs an organization’s strategic direction. In the last year, we have seen significant increases in the investments companies are making to develop business intelligence programs. While I applaud this movement – it is a fundamental necessity in long-term business growth – the ongoing effort it takes to get BI right…
How to Measure Salesforce Marketing Attribution in 4 Steps (Part I of III)
BlogMarketing attribution is like going to the gym. You scroll through social media and see everyone else talking about it. You’ve read a million blog posts about it. You think, “If I could commit to this, my life would be so much better!” Like consistent exercise, marketing attribution is a lifestyle change, and quite frankly, it’s not easy. Maybe you…
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