Category Archives: Campaign Measurement

CRO

Improving Demand Gen Performance with CRO

One way to increase marketing ROI in a “do more with less” economy is to integrate Conversion Rate Optimization (CRO) into demand gen strategy and planning.  CRO isn’t a new concept, but traditionally has been more often the province of Web teams and SEO specialists.  Increasingly, however, it’s being leveraged… Read More

Surprise: Most B2B Advertising Isn’t Good. Or Is It?

A recent report by LinkedIn and research agency System1 found that the bulk of B2B advertising is ineffective.  I’ve written elsewhere in this space about the sorry state of B2B creative in general, so the headline came as no surprise.  What was surprising, however, was the criteria by which the… Read More

corporate blog

5 Easy Ways to Have Your Corporate Blog Drive Measurable Demand

Even as demand generation activity begins to pick up, most marketing budgets right now remain tight, and so B2B companies are looking for creative, low-cost ways to drive demand.  One of the areas we recommend consistently to our clients is to do more with the corporate blog. Blogs are historically… Read More

8 Questions to Ask Before Investing in Marketing Attribution

[Thanks to Anne Angele, Spear’s esteemed Director of Marketing Technology, for this month’s guest post.] Marketing attribution is a hot topic these days in B2B circles.  Yet, for all the interest, precious few B2B companies achieve the holy grail of knowing exactly how – and where – their marketing investment… Read More