How to Measure the Success of Your Lead Generation Webinar

How to Measure the Success of Your Lead Generation Webinar

B2B marketers love webinars. A proven lead gen tactic, webinars bring SQLs and are easy to measure. With the right metrics, you can tell precisely if the topic resonated with your audience; whether the content and speakers were engaging enough for people to stay; and with closed-loop reporting, exactly how many leads and at what cost […]

3 Reasons to Scale Your PPC Campaigns with the Microsoft Audience Network

3 Reasons to Scale Your PPC Campaigns with the Microsoft Audience Network

The eyes and ears of the PPC community may be on AdWords and Facebook ads, but behind the scenes, Microsoft has quietly turned into a billion-dollar advertising giant. Revenue from Bing Ads rose by 15% in 2017 to $1.8bn, according to Microsoft’s latest annual report. The company has shipped tons of updates this year, including Audience […]

How Marketers Measure Video Campaign Effectiveness [Report]

How Marketers Measure Video Campaign Effectiveness [Report]

Digital video ad spend keeps rising, with the latest video advertising study showing that marketers spend more than half of their ad budgets on video. On average, marketers allocate over 59% of digital and mobile spend to video advertising. But according to another recent study by the CMO Council and ViralGains, marketers still struggle with closing the […]

5 Reasons LinkedIn Video Ads Are the B2B Marketer’s Secret Weapon

5 Reasons LinkedIn Video Ads Are the B2B Marketer’s Secret Weapon

Video will drive 82% of all Internet traffic in 2021, according to Cisco. Over 17.2% of all ad budgets will go to video marketing, which means video ads will likely eat up a huge share of the total video traffic. What does it mean for marketers? Video-first has become an overarching theme for consumer brands, […]

How to Measure the Value of Your Lead Generation Campaigns

How to Measure the Value of Your Lead Generation Campaigns

How many of your marketing leads convert into sales? Data from SiriusDecisions shows that 98% of MQLs (marketing-qualified leads) will never result in closed business. If most leads don’t become customers, it seems misguided that marketers keep reporting on lead volume as their key lead generation metric. MQLs, SQLs, and other lead gen KPIs aside, if […]

A Buyer’s Guide to PPC Reporting Software

A Buyer’s Guide to PPC Reporting Software

Are you in the market for an automated reporting tool? Some agencies see PPC software as an extra cost and stick to Excel or Google Sheets. Others build solutions in-house. If you’re reading this, you’re likely neither of those. Your agency might have outgrown Excel — and you don’t have the engineering resources to build […]

10 PPC Tools to Steal Your Competitors’ Best Ads

10 PPC Tools to Steal Your Competitors’ Best Ads

One of the best-kept secrets of our industry is that you don’t need to be a creative genius to come up with an effective advertising campaign. Most good ideas are creative mashups of other people’s ideas — in copy, targeting, graphics, and pretty much everything else in advertising. Marketers, just like artists, steal get inspiration […]

How to Improve the ROI of Event Marketing: 5 Strategies from the Expert

How to Improve the ROI of Event Marketing: 5 Strategies from the Expert

On average, CMOs allocate 24% of their total annual budgets to live events, according to Forrester. That’s not surprising, because many marketers consider event marketing to be highly effective. In a recent survey by Bizzabo, an event management platform, marketers ranked events among the best-performing marketing channels, together with content and email. Why are events […]

How Much Do Spotify Ads Cost?

How Much Do Spotify Ads Cost?

In investor meetings ahead of Spotify’s IPO, the company’s CEO, Daniel Ek, described Spotify’s mission as the “hard work of helping one million artists live off their art.” As Spotify Technology SA goes public today, we take a look at the primary vehicle of this mission: Spotify Ads. Spotify’s self-serve advertising platform has been in beta […]

Demystifying the Top 10 Lead Generation Metrics

Demystifying the Top 10 Lead Generation Metrics

Today’s technology tools enable marketers to measure almost anything, which leads many teams to try to measure everything. With hundreds of metrics, it’s easy to get lost in acronyms, ratios, and percentages, let alone understand their utility. Below, we’ve gathered ten lead generation metrics to align your sales and marketing teams (known as “smarketing”). Whether […]