Lauren Leone’s Post

An interesting article discussing the evolving role of marketing in the IT channel, emphasising how data-driven marketing has become a central force in shaping business strategy and driving growth. Historically viewed as a cost centre, marketing is now recognised as a key driver of business success, thanks to its ability to leverage data for personalised, precise campaigns. Data insights help marketers better understand customer behaviour, optimise campaigns, and align marketing efforts with business strategy. The article underscores the importance of aligning marketing with sales, building skilled data-literate teams, and investing in the right tools to maximise the value of marketing efforts. Moreover, data plays a crucial role in meeting partner expectations, as companies increasingly rely on customer and market insights to identify growth opportunities. https://lnkd.in/gPD5Xtwu

Data-driven marketing isn't a new concept. But has your business leveraged intent data to reach your target audience? Not yet? Here's why you should. - 71% of B2B buyers prefer personalized content (CMI) - 84% of B2B marketers are seeing success with intent data (Forrester) - 91% of B2B marketers are using intent data to identify new target accounts (Demand Gen Report) - Conversion rates increase by 3.1x when marketers use behavior-based personalization (Forrester) Intent data predicts the purchase intent of prospects with their activity across the web. It's the most reliable way to identify when a business is actively researching your solution. Incorporating intent data into your strategy means delivering the right message, to the right person, at the right time. Intent-capture tools are now more affordable than ever. You don't need a $150K/year 6sense contract to get the essentials running. What are the most time-consuming actions your team deals with that you want to get automated and streamlined before 2025?

This makes a lot of sense and beyond marketing only funnel. When marketers think about funnel, they talk about top of the funnel, mid of the funnel, bottom of the funnel, and LPs. The sales piece is where it gets complicated and may make or break the deal ultimately!

Check out our latest coverage featured in BW Marketing World, with insights from Saibal Biswas, SVP and Head of Marketing, PR, and Partnerships at MediBuddy! "Data-driven Optimization: The Key To Effective Marketing Campaigns" Discover how data reigns supreme in today's landscape, driving business growth across industries. Learn critical best practices for a successful data-driven marketing journey and stay ahead of evolving market conditions. Read more. #DataDrivenMarketing #BusinessGrowth #MarketingInsights

The 2024 State of Marketing and Trends Report: Data From 1400+ Global Marketers (via HubSpot): https://ow.ly/1sr050SGRQ4 #HubSpot #smallbusiness #smallbiz #marketing #marketingtrends

Creating a successful marketing campaign can feel like trying to spin straw into gold. But there's a secret that can help you turn marketing fantasy into reality: the right martech. Want to uncover more tricks? Read our latest blog post. #marketing #martech

What #AI-based tools and digital #marketing techniques should businesses from small to large be considering? 👇 #Innovation #Technology #VremAI #ArtificialIntelligence

📈 Prove the ROI of Your Marketing Efforts 📈 Dear Marketers, it's time to silence the skeptics and demonstrate the true value of marketing to your stakeholders. This guide reveals the framework to defend your budget and argue for greater investment. 🔑 🚫 Why is it so hard to show ROI? Many marketers focus on vanity metrics like impressions or social reach that don't translate to the bottom line. Instead, track revenue-driving conversions that lead to sales and revenue. 🍪 The Demise of Third-Party Cookies Third-party cookies can inflate conversion numbers, eroding your credibility. With their impending phase-out, you must shift to first-party tracking like Google Analytics for accurate measurement. 🏗️ Building a Robust ROI Framework • Achieve Data Efficiency by automating data collection, organization, and visualization across platforms. • Optimize Campaigns with cross-channel reporting, campaign pacing, multi-touch attribution, and predictive modeling. • Quantify Marketing's Impact on revenue using a pipeline view of your entire marketing and sales funnel. 🏆 Benefits of Quantifying Marketing's Value • Easier to win and defend budgets • Greater strategic influence for marketing • Improved team morale and retention The future is first-party, privacy-compliant measurement. Take control of your data and prove marketing's indispensable role in driving growth. Your stakeholders will thank you! 🚀

Happy Friday! 🎉 Dive into the weekend with some fresh insights from our latest blog. Discover how AI is revolutionizing the digital marketing landscape and how you can leverage it to supercharge your marketing strategies. Ready to unleash your potential? Click the link to explore: https://lnkd.in/gG_CHHXu #AIinMarketing #DigitalMarketing #FridayReads

One hint we use to analyze marketing channels I love this phrase: you need to build a product that will sell your core product. We're now at this stage and running many experiments to identify the top lead gen channels with high ROI. Marketing expenses are only growing due to this constant testing 🧨 I'm not surprised that after payroll, lead generation is #2 where you burn most of your money. Another tricky thing is deciding which channel works better. Typically, a customer needs 7–20 interactions across different channels to book a demo or become a user. So, businesses keep investing until they identify the best combination of channels to scale. We're in the same boat, and constantly seeking new ideas to analyze our marketing channels. I already wrote about 2 tips that we use: 1️⃣ max cost per lead: https://lnkd.in/gXEWWifR 2️⃣ CAC payback period: https://lnkd.in/dHWGNBZF 🟩 This time, I have another hint. To use it, you need to compare 2 graphs: the number of marketing experiments (activities) with the number of MQLs (demos, users, downloads, etc.) *See the picture as an example of such graphs* You can think it's very easy. But by looking at these graphs one after another, you can see a potential correlation between the number (and structure) of marketing activities and the number of leads. With these graphs, we discovered something intriguing. In some months, we ran fewer experiments yet gained more leads. We also found a combination of several channels that we need to scale. It’s not the only way to analyze marketing experiments, but it’s one more way to look at it. P.S.: The first graph also helps to understand the monthly dynamics of marketing experiments. And as you need to run faster to find your top channels, this is a good visualization of your speed. May The Profit Be With You 💚 Alyona