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data and insights in marketing

How the New Marketing Value Chain is Impacting Business Growth

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 […]

savvy CMOs

The Difference Between Savvy CMOs and the Rest

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 […]

marketing ROI value chain

How the New Marketing Value Chain Improves Marketing ROI

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

Why is it so Important to Prove Your ROI?

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 […]

Marketing Value Chain and Your ROI

Why “Rules and Tools” Doesn’t Prove Your Worth

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 […]

The Marketing Value Chain and Purpose

The Relationship between Purpose and the New Marketing Value Chain

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 […]

marketing predictions for Q2 2015

Plans and Predictions for Q2

How will the lessons of Q1 prepare us for Q2? As the first quarter of 2015 draws to a close, it’s time to look back at the lessons we’ve learned. How can these lessons inform Q2 marketing plans? Marketing with Purpose Since January, we have been updating you on the business impact and importance of […]

Q1 B2B marketing

Reflecting back on Q1

With the end of March comes the end of the first quarter of 2015. Since the beginning of the year, we’ve been focusing on the essentials we need to move ahead into the future with purpose and focus. As we wrap up Q1, let’s take a look back on the topics we’ve been buzzing about […]

keep marketing accountable to purpose

Keep your marketing accountable to your purpose

Like we talked about last week, data and analytics are essential for marketers who want to make purpose central to their message. Carefully developed measurement processes can help you figure out not only how successful your marketing is, but also how closely it aligns with your purpose. The Relationship Between Purpose and Accountability What really […]

data drives business purpose

How data drives purpose

What do data and analytics have to do with purpose? Data-based operations allow marketers to discover purpose-driven messaging that they can tailor to their target audience’s interests and needs. Here are a few ways to do just that. Check website traffic trends to assess what your stakeholders care about Taking a look at your organic site traffic […]

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