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To truly reap the benefits of ABM, you need to be able to track the progress of your strategy and identify what’s working well and what needs improving. This is where KPIs come in....

The rise of AI isn’t just a trend; it’s a fundamental shift in the way we do business and will be a non-negotiable part of smarter team leadership and growth. As GenAI continues to evolve, its influence on marketing will only become more significant....

Driving revenue and effectively managing the sales pipeline are critical components of organizational success. But who owns revenue and pipeline? Does it fall with marketing or lie within sales? Maybe it’s a combination of the two. After all, teamwork makes the dream work, right?...

Marketing Ops serves as the linchpin that aligns marketing activities with other overarching business objectives and ensures seamless integration across departments....

Negotiating a budget can be stressful. Marketers need to adhere to strict budgets while prioritizing growth, all while ensuring they maintain the most cost-effective options for their company....

Have you heard of a t-shaped marketer? It’s a pretty big deal. T-shaped marketers are valuable because they have a good understanding of the entire marketing strategy. Here’s how you can get started and become a t-shaped marketer....

From increased sales and higher conversion rates to enhanced lifetime value and competitive advantage, customer referrals are the ultimate form of peer-influence marketing....

North Star metrics are specifically designed to measure the marketing value that drives growth. These metrics are often leading indicators, providing insights that can shape your marketing strategy....

What is MarOps? Uncover the essentials of Marketing Operations and how it can transform your marketing workflow, efficiency, and effectiveness....

Focusing on data-driven strategies, demand generation, and conversion optimization are paramount for marketers navigating the challenges of a reduced marketing budget and increased scrutiny on spend....

Demand generation focuses on the top of the funnel, attracting a variety of leads and introducing them to the brand, products, and solutions for the first time. Demand capture focuses on the middle to bottom of the funnel, engaging and qualifying those leads....

Customer segmentation is the practice of dividing your customer base into groups based on common characteristics, behaviors, and needs. Rather than taking a one-size-fits-all approach, segmentation allows you to gain a deeper understanding of your ideal customers and what motivates them....

Creating a hybrid approach to attribution means combining software-based methods with first-party reported methods to provide a more holistic view of marketing performance....

Equipping a team of talented field marketers is no small feat. It requires dedication to honing a diverse roster of skills – from market research to logistics management and everything in between....

AI isn’t just a tool – it’s a revolutionary force reshaping how we connect with and understand customers. In this article, Siara Nazir shares insights and practical strategies for integrating AI into your marketing efforts....