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The Must-have Skills for Ambitious Marketing VPs

There’s always room for improvement, even at the top of the organizational food chain. Maybe you want a bigger slice of the annual budget so you can pull off unique and creative campaigns. Perhaps you want to build your personal brand alongside that of your brand. Or you could simply be angling for a promotion….

Marketers, It’s Time to Embrace Failure

Have any of your marketing campaigns ever flopped? Big time? Join the club. In business and in life, we’re taught that everyone makes mistakes. What we learn from our mistakes is what matters. Sadly, most organizations don’t work this way. Every one of us has failed at some point in our careers. Yet oftentimes the…

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

CMOs and their digital leaders are fighting an uphill battle. The challenge? Convincing the C-suite that social media investment is worth a damn. Most CMOs, however, are going into this battle without armor. Only 18 percent of CMOs can quantitatively show the impact of social media performance on their business. That’s just poor preparation. CEOs are…

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…

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…

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…

The Trail Blazers’ Secret Marketing Playbook: Metrics and Fan Engagement

The Portland Trail Blazers are winning a different kind of championship; one that has just as a big an impact on fans as the NBA Finals — even if they don’t know it. For the second year in a row, the Trail Blazers have been recognized as the NBA’s Digital Innovator of the Year, and…

Higher Education Marketing: Why Universities Are Skyrocketing on Social

School is cool again. Scoff all you like; the numbers don’t lie. Higher education marketing statistics show that educational institutions experienced the highest follower growth across the social media landscape in recent years, with an average annual follower growth of 77 percent. In comparison, the wellness industry had the second highest annual growth at a…

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…

3 Ways Misalignment is Sabotaging Your Marketing Team

Data-driven management is essential to mobilize and motivate a well-oiled marketing team. Equip yourself with actionable strategies, technology recommendations, and budgeting trends in TrackMaven’s 2017 Marketing Leadership Survey. Studies (and common sense) tell us that when marketing is aligned with cross-functional teams, businesses see faster revenue growth and higher profitability. With all of this evidence,…

Prove Your Impact: The 2017 Digital Marketing Analytics Performance Report

Do you know how your social media, blog, public relations, and website performance compare against your industry average? TrackMaven’s 2017 Digital Marketing Analytics Performance Report provides these answers and more. Our latest research effort goes far beyond broad best practices by drilling down to industry-specific benchmarks for 13 industries and 39 sub-industries. Using our marketing analytics platform, we analyzed 12…

The Best Social Media Analytics Tools of 2017

Your social media budget may be rising, but how do you know if your company’s social content is impacting business goals? The sad truth is, only 4.6 percent of marketing leaders say their social media efforts contribute “very highly” to business performance. If you, too, are struggling to show impact, this listing of the best…

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…

How to Set the Right Google Analytics Goals for Your Business Website

Google Analytics goals help marketers measure how well their website meets target objectives. But do you know the most valuable website actions and conversions to track for your business? If you’re unsure, or are undertaking a website redesign or rebrand, just ask yourself a simple question: why do you have a website in the first…

Real-Time Marketing Analytics: Strategies for Improving ROI

Real-time marketing analytics provides insights into campaigns focused on engaging target audiences on timely topics and events while they are actually happening. These real-time marketing opportunities, enabled by the development of social media and other instant communication technology, can be leveraged by brands as a way to get an edge on their competitors. But what…

Social Media ROI: Can You Prove It?

Marketing is accountable for sales and revenue — but can you prove content and social media ROI? If you can’t, you’re not alone. According to The CMO Survey, social media spending is expected to climb to a 20.9 percent share of marketing budgets in the next five years. But few marketers can justify these escalating…