Archive for

Leadership

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

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…

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…

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…

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…

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…

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…

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…

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…

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…

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 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…

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,…

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,…

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…

2017 Marketing Conferences You Don't Want to Miss

Do you know how many marketing events there are in North America next year? Thousands. Do you know how many I can afford? Not enough! If I had an unlimited budget—and unlimited time—I would’ve picked all of them. But I don’t, so I’ve found the best marketing conferences of 2017 based on cost, value, and…