Data and Analytics

To justify out-of-home (OOH) ad spend and measure its success, you first need to start with the goals and the measures of success for those goals. You would typically nee...

The types of insights that can be gleaned will largely be business-specific; however, the partnership between the departments is critical. For the purpose of this questio...

The goals you set for your demand gen team should be aligned with the overall business goals. The team is there to support the overarching desired business outcomes and t...

Yes. It's nothing out of this world -- typical UTM parameters pass all the way through to the contact record, which, when an opportunity is created on the same account, p...

I break out the DG metrics into two groups: 1. Demand generation Here I focused on generating demand through "push" campaigns to our ICP accounts. I call this "push" bec...

I see the definition for data, metrics and analytics as different although related. For me, data is the raw information. It’s probably messy and isn’t very actionable. I...

I’m approaching this question from the lens of being an SMB organization. This can of course vary between startups, SMBs and enterprises. I’ve seen the typical SMB org st...

From my perspective, ABM and PLG are two different approaches and while the associated metrics will have some overlap, they will largely differ. There is a complementary ...