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In all of our talk about data and analytics, it can be easy to lose sight of the importance of content. We’ve talked before about the importance of creating quality content, especially as the amount of content generated through social media, blogging and other platforms increases. In today’s world, 4.75 billion pieces of content are […]

Earlier this month, we wrote about the importance of using data to communicate marketing’s impact on ROI to colleagues and bosses outside the marketing department. Friday’s post focused on key performance indicators (KPIs) that are essential to the new marketing value chain. These are important benchmarks for your marketing efforts and your company. In this […]

With the emergence of the new marketing value chain comes the imperative to focus on new key performance indicators (KPIs). While mixing up your KPIs and becoming accountable for new metrics can be rattling for marketers who are used to a certain way of doing things, shifting your focus can make for smarter, more efficient […]

When you’re in a quarterly meeting with your CEO, it’s not the open rate on your latest email or the number of Twitter followers you’ve accrued that’s going to prove your value to the business. Instead, what really matters is your impact on revenue. Proving that your marketing operations have had a clear, positive impact […]

The new marketing value chain doesn’t just help marketing teams do their jobs — it helps entire companies succeed. Since the fall, we’ve been blogging about the differences between the old and new marketing value chains, and why a transition to the new, data-driven marketing approach is crucial in today’s digital economy. But how does […]

The job of the CMO is changing rapidly. As our Managing Partner Bob Murphy said in his MarketingProfs article, “How CMOs can Prove Their ROI in the C-Suite,” top-level marketers juggle multiple tasks, including navigating the digital sphere, satisfying company stakeholders and contributing to sales. Some have risen to these new challenges, while others have […]

From business development to sales, all kinds of employees in all kinds of departments are relying on data to define their ROI. We predicted in our white paper on the new marketing value chain that data would become central to marketing operations, but it’s become more than that: data is now a universal way to […]

Marketing ROI can be difficult to understand and even more difficult to track, but the best way to prove your worth is through easily communicable data. Too often, marketing is viewed as an isolated department, separate from sales, operations and other key actors, and as a result many key business leaders don’t understand how marketing […]

In 1923, Claude Hopkins argued that there are rules of advertising that, as long as they were understood and followed, would make success both attainable and repeatable. By combining marketing best practices with conventional wisdom and applying that knowledge across the best tools and channels, he said, marketers could provide predictable success. Today, too often […]

As you’re probably aware, marketing is constantly evolving. With each evolution, marketing becomes a deeper and more meaningful facet of business and life. Two of the most important components of this current evolution include data and purpose, and the two work to strengthen each other. The new marketing value chain’s focus on data and insights […]