Measuring the Impact of Brand Marketing on Business Growth

Businesses with direct customer ties have a unique advantage in driving sales. However, they often struggle to measure the long-term benefits of brand and upper-funnel marketing—focusing instead on short-term gains. This framework unpacks the value of brand marketing and how to measure its impact for long-term growth.

The State of Marketing Analytics: A Roundtable Discussion

Hear from leaders of world-class marketing data science teams about what they see as the best practices around four topics: 1) maintaining an audience-first posture, 2) marketing data for use in analytics, 3) marketing measurement, and 4) building world-class marketing analytics teams.

Shining Light on the Upper Funnel: Avoiding the Cobra Effect in the Era of Cherry-picking

Listen in as our Chief Analytics Officer covers the lower funnel ecosystem, cobra effect in digital advertising, as well as the evolution of and methods to overcome the measurement trap direct from the #ANAMeasurement Conference.

Optimizing Marketing in Consumer Tech: ​Balancing Brand and Demand

To optimize marketing in consumer tech, download this guide for 3 key marketing imperatives to balance marketing/advertising investments across indirect and direct-to-consumer (D2C) channels.

Fueling the Next Growth Curve at Smartsheet with Buyer-Centric Messaging

Direct from the 2023 ANA Masters of B2B Marketing Conference, listen in as Kati Quigley and Mike Kelleher share Smartsheet’s recent efforts to fuel the next growth curve with buyer-centric messaging.

Enhancing Competitive Positioning

Software company refreshes customer-centric messaging to out-position competitors in the as-a-Service space after working with MarketBridge. Learn more from our competitive positioning case study.

3 Steps to Using Data to Curb Member Churn and Fortify Loyalty

In this guide, we walk through three steps to mitigate member switching and enhance the member loyalty loop to secure long-term revenue growth. Download the guide to learn more.

Right-Sizing the Funnel: Analytically Balancing Awareness, Consideration, and Demand Capture

Watch the on-demand session direct from the 2023 ANA Advancements in Measurement Conference as our Chief Analytics Officer discusses the best way to measure the effectiveness of upper funnel tactics via econometric approaches like MMM (marketing mix modeling).

Part 1: Growth Design – A Roadmap for Modern B2B Go-to-Market

‘Part 1: Growth Design’ explores the scope and history of go-to-market strategy and the technological innovations that are driving massive change in this discipline. Download the comprehensive 49-page whitepaper and learn more about this 3-part series.

A Roadmap for Modern B2B Go-to-Market

“A Roadmap to Modern B2B Go-to-Market” is a three-part whitepaper series for executives and business leaders navigating technology and market shifts while needing light on the art and science of constructing stable, predictable revenue streams—a linchpin for corporate success.