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Intent Data – what is it?

What are the business benefits of Intent data? Improves conversion odds. Intent helps your sales team identify which accounts are more likely to be interested or ‘in market’ vs. others, thus increasing the odds of successful pipeline conversion....

Part 2 – Account Based Measurement

In our previous post, we outlined a maturity curve for measurement. Today we dive more deeply into ABM Measurement. Stage 1 “Undergraduate” Account Based Basic Measurement – sometimes done in conjunction with Stage 1, this is where the SiriusDecisions 3.0 Account...

Account Based Measurement, Part 1

Marketing measurement is a passion of ours at B2B Fusion based on these prior posts.  We’re starting to see more advanced business impact capabilities for Account Based Measurement that are valuable for Marketing executive reporting at the board level – and a...

Waterfall Metrics

Many companies, particularly older SaaS companies, are still stuck with a lead based sales and marketing system while testing an account based system.  For those with a lead based system, the handoff points between sales and marketing can be critical. In many...

What should I measure in Marketing?

As I mentioned in a previous post, as a former CMO with a passion to measure marketing impact on the business, I’m often asked by others ‘what should we measure in marketing?’  Let’s dive deeper into ideas of what to actually measure. We typically see two models...

5 Foundational Questions of Marketing Measurement

5 Foundational Questions of Marketing Measurement First of a 2 part series.  As a former CMO with a passion to measure marketing impact on the business, I’m often asked by others ‘what should we measure in marketing?’   The temptation is to race right to the visual...