Content by

Rebecca Lee White

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…

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…

How Sales and Marketing Leaders Can Team Up to Drive Growth

While sales and marketing leaders don’t have a history of being the best of friends, CMOs that are strong in both disciplines just might stick around longer than their marketing-specialist peers. Even though it seems logical that the most successful CMOs come from deep marketing roots, the fact is, only 30 percent of CMOs hail…

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…

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…

Vanity Metrics and the Annihilation of Marketing Productivity

We’ve all seen the horror stories around how employees waste time at work. Talking or texting on mobile phones, visiting non-work related websites, and gossiping with co-workers are likely the three biggest culprits of subverting marketing productivity in the workplace, according to a Career Builder survey. But there’s another way your team could be wasting…

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…

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…

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

TrackMaven’s Spark Marketing Summit, now in its fifth year, once again proved to be one of the most successful and valuable such conferences in the industry. The 2017 summit brought together an elite group of digital and content marketing leaders to explore the future of marketing, analytics, and technology-assisted creativity. The experience gave marketers a…

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 —…

How to Make Your Case for Attending the Spark Marketing Summit

The Spark marketing summit is right around the corner! Over 300 marketing executives have already packed their bags in preparation for some martech goodness at the Newseum in Washington, D.C. on May 18. Spark 2017 is the exclusive marketing leadership summit on the future of marketing technology, analytics, and data-driven creativity. This is not a…

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…

Why Tracking Competitors’ Promoted Posts on Facebook Is Critical

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…

5 Ways Better CMO and CIO Alignment Drives Business Growth

Whether you’re a B2C retailer, or a B2B software provider, you’re probably well aware that the future profitability of your company rides on the consumer experiences you provide. But you might not know that there’s one relationship in the C-suite you have to get right before you can deliver on those great consumer experiences —…

Marketing Change Management: Switching Technology for Better Results

Change is never easy. But it’s necessary for a company to evolve and achieve in the ever-changing marketing landscape. That’s where marketing change management can help. Why evaluating your marketing analytics software is crucial Marketing is shifting to digital, and new technology is at the disposal of marketers and customers. You need a fresh approach…

Building a Web Analytics Dashboard to Help You Report Results

The ability to report on your website performance isn’t just a “nice to have” for today’s marketers. It’s a “need to have.” This makes building a web analytics dashboard that connects marketing activities to on-site actions a big time-saver, and even a job-saver. According to a report by Econsultancy and Lynchpin, 97 percent of companies…

Creating an Integrated Marketing Campaign to Maximize Your Impact

If you’re not using an integrated marketing campaign strategy, then you’re not using your marketing channels effectively, and losing out on ROI because of it. Having an integrated marketing campaign requires identifying the channels that work best for your brand and strategically leveraging them together to maximize impact. This means that for your integrated campaign…