The TrackMaven Blog

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Everything you need to drive results, empower your team, and keep up with the latest marketing technology news.

The Best Facebook Analytics Tools of 2017

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How to Use Marketing Analytics to Improve Agency Partnerships

The marketing agency partnership can be draining and rewarding. You’ve got a lot of projects in the air and only two hands with which to keep them aloft: one hand being the performance and the other being the partnership itself. We’ve learned that for an agency partnership to succeed, there needs to be close coordination…

How to Explain Marketing Strategy and Analytics to Other Executives

Marketing is critical to the growth of your business. You know, and I know it. But do other executives know it? If you’ve ever encountered resistance to your marketing strategy, or received unhelpful “suggestions” driven by poor understanding of how marketing works, the answer is probably not. The problem here is that, despite working with each…

The Must-have Skills for Ambitious Marketing VPs

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How Businesses Navigate the Marketing Campaign Jungle

For many companies, planning and executing a marketing campaign is like hacking your way through the jungle. There are so many issues, technologies, strategies, tactics, metrics, and best practices to consider before running a campaign that it’s easy to lose your way—or even worse, get stuck in a bad situation. Online reviews firm Software Advice…

Can Performance Marketing Help Your Brand Succeed?

Performance marketing is becoming a common way for brands to determine the efficacy of their ad spends. Knowledge is power. And being able to directly measure how the performance of your ad relates to sales can lead to better allocation of an ad budget, and thus greater overall business success. What is performance marketing? The…

Marketers, It’s Time to Embrace Failure

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A Guide to Using Social Media for Account-Based Marketing

By now, most B2B marketers have made the transition from a traditional marketing strategy to a more personalized, account-based approach. If you’re not familiar, account-based marketing (ABM) is a strategy that requires sales and marketing to tailor outreach to a specific account’s pain points, goals, and motivators. ABM’s rise in popularity has made lead volume…

Smart Answers to Crucial Digital Marketing Challenges

Have you ever felt at sea with your digital marketing strategy? Are you keenly aware of your marketing problems but are at a loss as to how to fix them? Big data. Social media. Lead generation. Sales enablement. There are too many things you might be doing wrong, and too many things you could be…

Getting the C-Suite to Give a Damn About Social Media

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5 Mistakes to Avoid While Scaling Your Content Marketing Program

There’s never enough time in a marketer’s day. That’s why many content marketing programs languish, never reaching their revenue-driving potential. Content marketing needs to be more than a series of one-off campaigns to be successful. For content marketing to truly drive results, it needs to be an all-in, ongoing, and strategic component of your marketing…

Content Marketing Dashboard: How to Build It So the Budget Will Come

We live in a golden age of marketing; an age where we as marketers can finally prove our worth to the organization and show off how indispensable we are. Metrics allow us to demonstrate our value to the company and at last receive credit where credit is due. But only if we have the wit…

How Sales and Marketing Leaders Can Team Up to Drive Growth

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Sports and the Value of Digital Advertising: More Than an Add-on

When you offer ad packages to potential sports brand partners, where does digital advertising fit in? Is it at the top of the list? Or is it a footnote on page five? Most sports brands offer promotional partnerships and ad packages that have digital marketing components such as social media mentions, digital advertising space, and…

Spark 2017 Presentation Decks

The 2017 Spark marketing summit by TrackMaven brought together marketing leaders from elite companies and organizations to explore the future of marketing, analytics, and technology-assisted creativity. Experience the powerhouse of marketing ingenuity created by the conference’s speakers through a self-guided walkthrough of the presentations below. For more about our speaker and participants, check out our…

Vanity Metrics and the Annihilation of Marketing Productivity

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Digital Marketing ROI: 4 Best Practices That Will Save Your Job

CMOs are facing incredible pressure to drive revenue for their companies and prove digital marketing ROI. Research shows that 70 percent of marketing leaders believe their organizations expect marketing to be the primary driver of revenue and business growth. Furthermore, CMOs that don’t perform will soon be on their way out. Forrester predicts that 30…

Sales and Marketing Alignment: Why Marketing Leaders Need to Step Up

If you’re a CMO or head of marketing, sales and marketing alignment is a hot topic on your agenda. Why? Because marketing leaders are under fire to prove that marketing is a business driver, not a cost center. To do so, you need to ensure a smooth handoff with sales. Those leaders who don’t step…

The Data Proves It: The 2017 Spark Marketing Summit Rocked!

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How to Take the Pain Out of Measuring Marketing Effectiveness

As a marketing leader, you’ve likely read your share of articles talking about how hard it is to measure marketing effectiveness. And while I agree that marketing performance measurement is not something a lot of marketers feel comfortable with, the truth is, with the right tools and processes, it doesn’t have to be as painful…

Instagram Analytics: The Ultimate Guide for Marketers

Leveraging Instagram analytics to improve your brand’s social reach and engagement is crucial for companies across all industries. Here’s why. At first glance, Instagram seems to be a one-trick pony. After all, how unique can a photo-sharing app be when literally every other social media app out there allows you to do that too —…

Inside the Portland Trail Blazers’ Winning Marketing Playbook

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The One Reason Why Your Marketing Compensation Plan Is Failing

You’re falling short of you marketing goals. You’re going back and forth trying to find out where you’ve gone wrong. But there’s on area of your process you forgot to inspect: your marketing compensation plan. Did you know that, although more than half of marketers say their primary objective is to increase sales, less than…

3 Ways to Future-Proof Your Marketing Team Structure

So you’re trying to reach device-swapping, channel-changing customers. How’s that working out for you? Instead of blaming the millennials, perhaps it’s time to change with the times yourself. Yes, it could very well be time to consider a complete overhaul of your marketing team structure. Why? Many of the traditional ways in which marketers manage…

Higher Education Marketing: Why Universities Are Skyrocketing on Social

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Don’t Expand Your Omnichannel Marketing Strategy Without Following These 10 Critical Steps

The more channels retail customers use, the more they spend. These are the results of a recent study published in the Harvard Business Review, which found that customers who used four or more channels spent an average of 9 percent more than consumers who used only one channel. But businesses that already have an omnichannel…

Have You Really Found the Best Marketing Analytics Tool? Think Again.

So your company has finally listened and decided to invest in the best marketing analytics tool? Fantastic news! You’re one step closer to turning your marketing department into a well-oiled, revenue-generating machine. But wait — which ones are on your shortlist? You’ve got a web analytics tool, a social media analytics tool, and a content…

How to Analyze Social Media Data for Your Business

Like the saying “it’s what’s inside that counts” teaches us not to judge people by their looks alone, learning how to analyze social media data is about more than just vanity metrics, i.e. the likes and clicks your campaign posts generate. Measuring social media analytics requires a comprehensive strategy that takes into account all channels…

The Marketer’s Guide to Twitter Analytics

Ah, Twitter. One of the three biggest channels dominating the social media marketing landscape, yet one of the most challenging channels to get right. Every day you see companies stumbling through their feeds, unsure of what they’re doing and whether or not it’s working. This is why using Twitter analytics to gain insight into your…

Power Results-Driven Strategies With Marketing Campaign Optimization

Marketing campaign optimization is key for turning your strategy into a powerful marketing machine. But many marketers struggle to stay on top of optimization best practices. Have you ever felt that, despite the best of intentions, your marketing strategy is like a paper tiger? It has the shape and form of something grand, but is…

How to Track Competitors’ Promoted Posts on Facebook

Are you struggling to increase ROI from your promoted posts on Facebook? If so, you’re not alone. Easy conversions from Facebook are no longer a given. Marketers now need to put more time and money behind their content to get results. But are you putting money behind the right content, or just inflating costs via…

How Marketing Revenue Attribution Proves Your Value

Have you ever had trouble justifying your marketing budget? As a CMO, do you feel that nobody truly appreciates how much value marketing brings to the company? If the answer to either question is yes, then you’ve probably never explored marketing revenue attribution before. Marketing revenue attribution is the process of identifying which marketing actions,…

Using Salesforce for Marketing: Campaign Best Practices

With an estimated subscriber base of over 3 million users, Salesforce has become a common element among the world’s best-performing companies—in any industry. Why is using Salesforce for marketing so common? And why not? It’s a versatile CRM that can fit into nearly any sales and marketing process. Because sales and marketing are working off…