Marketing Analytics

“Connecting the dots is about truly understanding your customer. Bringing together the data and insight you have and using it to enhance your relationship with your customers. By better understanding your customers you can service them in a more personalized way.” Interview with Richard Robinson

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Marketing teams come in all shapes and sizes. Do you do everything yourselves? Or, are there tasks you would rather leave to an external agency or freelancer? There probably are.

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Many B2B firms nowadays are able to report on marketing leads generated or they have initiated projects that will get them there. It requires groundwork involving CRM, marketing automation , campaign IDs and tracker links. Marketers well on their way to tracking marketing generated revenue sooner or later will find themselves asking: What about the soft metrics?

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Marketers have seen their jobs change quickly in the last few years. This transformation continues and is even becoming more accelerated.

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At spotONvision, we work closely with B2B marketers on a daily basis and we see how hard they work and how much passion they put into their work. To see so little appreciation from executive boards for marketing is shocking. It is not only sad, but also frustrating that many marketers miss the opportunity to show real value to their organisation.

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What should marketing invest in and why? The gap between how marketers traditionally worked and what they should do today, cannot be larger than it currently is. This sentiment is well expressed in the research of The rise of the marketer, a survey of CMOs worldwide by The Economist.

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The Economist recently published the report ‘The rise of the marketer: driving engagement, experience and revenue.’ It is a survey of CMOs worldwide which looks at the way marketers perceive the current changes in marketing and how they embrace it.

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Increasingly marketing directors are being measured based on performance metrics but only a few marketers can prove their value through numbers. To gain better insight in today’s state of affairs in B2B marketing performance and the challenges marketers face, spotONvision conducted a survey. Adwin Gerritsen, a spotONvision senior consultant, explains what exactly marketing performance management (MPM) entails, why it is important and what was most remarkable about the survey.

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About 2 years ago at the Forrester Marketing Forum, David Cooperstein spoke about Adaptive Marketing, a new approach marketers must take to survive the significant changes put in front of us.

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Although many marketers have taken steps to monitor marketing performance in their organizations, not all of them manage to create value with this initiative yet. So what is the difference between those who succeed in this pursuit (‘top marketers’) and those who don’t (‘the rest’)?

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