Bonnie Crater's Articles on Martech Zone
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Analytics & Testing
Digital Transformation: When CMOs and CIOs Team Up, Everyone Wins
Digital transformation accelerated in 2020 because it had to. The pandemic made social distancing protocols necessary and revved up online product research and buying for businesses and consumers alike. Companies that didn’t already have a robust digital presence were forced to develop one quickly, and business leaders moved to capitalize on the torrent of data digital interactions created. This was…
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Content Marketing
Rethinking B2B Marketing Outreach? Here’s How to Pick Winning Campaigns
As marketers adjust campaigns to respond to the economic fallout from COVID-19, it’s more important than ever to know how to pick winners. Revenue-focused metrics let you allocate spend effectively.
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Analytics & Testing
Full Circle Insights: Funnel Metrics and Attribution for Salesforce
At most companies, marketing and sales don’t operate on a level playing field. B2B sales operations have CRM systems like Salesforce to measure performance, including overall company metrics and the granular details of team and individual performance. Since the CRM system functions as the de facto system of record for revenue in most companies, the sales team has credible data…
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Analytics & Testing
4 Revelations You Can Uncover with Salesforce Customer Relationship Data
They say a CRM is only as useful as the data in it. Millions of marketers use Salesforce, but few have a solid understanding of the data they are pulling, what metrics to measure, where it comes from, and how much they can trust it. As marketing continues to become more data-driven, this amplifies the need to understand what is…
