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[FAQ attached below this article] What's Changing? On August 31, 2020, Marketo Engage will implement a new retention policy specifically for Sent & Delivered Email activities. Under this policy, data for these two activity types will be stored for a rolling 90-day period from the activity date for use in Smart Lists. This is a change from the current default retention period of 25 months, and from the current Extended Data Retention subscription option period of 37 months. Upon the policy taking effect, data older than 90 days for these two activities will be deleted and no longer available for export. Any Smart List with the “Was Sent Email” and “Was Delivered Email” filters (including NOT Was Sent and NOT Was Delivered) should be updated to ensure the maximum lookback date is 90 days. If the lookback date is greater than 90 days, the Smart List will continue to function, but only activities that are 90 days old or less will qualify. Why? In 2020, we are improving critical parts of the underlying Marketo Engage infrastructure, including Batch campaign processing, similar to the Trigger campaign improvements made in 2019. This new infrastructure, in combination with the new retention policy, is expected to result in shorter lead time with large email sends and faster segmentation processing to deliver significantly faster processing to our customers. Note, the revised retention policy is one, among several, aspects that come together to deliver this improved performance, but broadly speaking reduced retention helps with faster database look ups and search across the run-time infrastructure. What's NOT Changing? Aggregated data – including Reports, Dashboards, and Analytics – will not be affected by this change (unless they reference a Smart List with these activities). The new policy will not affect any activity type other than Sent and Delivered (for example, Was Opened activity data is not affected). Further, this change does NOT affect Engagement Program casts. What Customer Actions Are Needed? First, you'll want revisit where and how you're using these two activity types. Audit your Smart Lists and ensure the date ranges for these two activity types are less than 90 days - if you must use a date greater than 90 days, we suggest running a process to export to an external system. You will need to create this before the new retention policy takes effect on August 31, 2020. Information on how to export activities using APIs can be found on our Developers Documentation website. We appreciate you understanding as we move toward an enhanced Marketo Engage experience for all customers. Please download and review the FAQ attached below for further suggestions, workarounds and additional information.

Note: This originally appeared on our LaunchPoint partner, Elixiter's, website. Filter Operators: How to Define the Perfect Smart List String Fields Smart Lists are probably the single most important thing to learn in Marketo. They are extremely powerful and flexible. Their sole purpose is to define a group of people. Knowing how to use Marketo smart list filters and their operators will ensure you capture the exact group of people you need. An operator is part of the smart list that lets you get specific, narrowing down your group with clearly defined criteria. It lets you describe your filter or trigger in straight-forward language. The available operators are different depending on the type of field you are using. This article will cover smart list string fields, its operators and how to use them to get exactly what you need. String Fields A String field supports up to 255 characters and stores them all on a single line. A few examples of string fields are: Name Fields Email address City Company Name Job Title Industry Acquisition Program Name Lead Source Clicked on Web Page String Field Operators All string field filters have the following operators to help you define your smart list criteria: Operator Definition Is Exact match (not case sensitive) Is not Anything EXCEPT exact match Starts with First letters of string match Contains Any letters together in the string match Not contains No letters together in the string match (opposite of contains) Is empty No value (NULL) Is not empty Records with ANY value When to use Operators Knowing what operator to use to get the group of people you want is imperative. Operators directly impact smart list result. If you’re not careful, the wrong operator will include incorrect leads or exclude vital leads in your smart list. Below is a table to help you decide what string field operator to use when to use and an example of the results: Operator When to use Example Results with Job Title Field Is Use when you need only exact criteria Is “Manager” will return leads only with this title.Leads with titles such as “Senior Manager”, “Marketing Manager” or “managing” will be excluded from results. Is not Use when you need to exclude specific criteria Is not “Manager” will return leads who do not have this exact match.Leads with titles such as “Senior Manager”, “Marketing Manager” or “managing” will beincluded in results. Starts with Use when you want a group of people who have similar first letters in a string field. Best used in fields that don’t have a lot of variation. Starts with “Marketing” will return leads who have this in the first letters of their job title.Leads with titles such as “Marketing Director”, “Marketing Associate” will beincluded. “Chief Marketing Officer” and “Director of Marketing” will be excluded. Contains Use when you need a group of people who have similar letters anywhere in a string field Contains “marketing” will return leads who have this anywhere in their job title.Leads with titles such as “Marketing Director”, “Marketing Associate”, “Chief Marketing Officer” and “Director of Marketing” will all be included. Not contains The opposite of Contains. Use this when you need to exclude a specific criteria. Not Contains “Accounting” will return ALL leads that do not have this in their job title. Is empty Returns only fields who are empty (NULL). Is Empty will return only leads who do not have a job title listed on their account. Is not empty The opposite of “is empty”. Returns all leads who have any value in this field. Is not Empty will return ALL leads who have a value listed. Still having trouble with your smart list results? Contact us for assistance with a custom solution. Related How Tos: Marketo Fields: How to Translate Checkbox Fields Into Text Using Formula Fields

Note: This survey was created by our LaunchPoint partner, Annuitas. From April 8 to June 15, 2014 ANNUITAS conducted a study to analyze current Enterprise-level B2B Demand Generation Strategies and discover key patterns, including where B2B marketers produce the best results and where they continue to struggle. This survey was unique in that it focused exclusively on the B2B Enterprise (organizations with revenues that exceeded $250M in annual revenue). More than 100 B2B enterprise marketers responded to the study.

Making the decision to ramp up content production and promotion is the first (and in some ways, easiest) step. There’s a LOT to do once that decision is made, and it’s important that you don’t run out of the steam midway through the effort. A good content program is a train that keeps on going, a car that needs constant refueling, the truck that keeps on trucking—okay, enough, you get the point. For content to be a successful element of your marketing, you have to come up with a plan from the get-go for how you’re going to keep this thing running. This is where most companies falter. Everyone gets really excited at first, no one really owns the who/what/when/where/how/why aspect, and suddenly you’re down to producing sporadic content when someone finally remembers you haven’t done anything in a while. Don’t let this be you. I know you can be better than that. And here, I’m going to help you with a few tips to keep you on the right track (apparently I’m full of endless transportation metaphors). 1. Establish who is / will be involved Don’t get caught in the infinite “it’s not my job” loop. Identify which team members will handle things like writing and designing the content, posting it or distributing it, and creating the follow-up funnel sequences. Make the expectations clear upfront so everyone knows who’s responsible for what. This step also helps you determine what you can handle in-house and where you might need outside help. 2. Determine who / how outside writers and resources will be managed Make sure you create a plan for this. Someone should be responsible for securing vendors, working with them, reviewing their work and generally managing the relationships as a whole. Try to keep this streamlined—it can be difficult for contractors to have to deal with several people within your organization, rather than just one point of contact. 3. Make a plan Know when, where and how content will be distributed or pushed. Be sure to create thoughtful follow-up communications where it makes sense, one that keeps content consumers in your nurture loop. 4. Create clear processes and workflows This is so important. Like, I can’t stress how important this is. You need a simple way of managing all of your content projects and all the elements involved in each one. Luckily, there are so many sophisticated solutions out there for managing content workflow, and you’ll definitely want to use one of them. At LeadMD, we really like using Kapost , which lets us manage task assignments, deadlines and even ideas for everyone involved in content projects. 5. Create a content-driven culture The people around you have great ideas for content—they just might not be thinking about it that way. Creating a content culture kind of changes your business a bit. Suddenly, interesting little tidbits become fun ideas for an infographic. A random comment could inspire a great blog post. Consistent questions from customers might make a good white paper. You never know when inspiration might strike, and you should not only encourage people to contribute ideas, but give them an outlet to do so. I mentioned Kapost before. One of the cool things in Kapost is that there’s an actual idea hub where people can contribute ideas, and the content manager can review and approve the ones that work. The road ahead might be bumpy, but with clear directions for how to get on your way, you can help ensure your new content program will never hit a dead end. (Just when you thought I was out of metaphors!)

Note: This was provided by our LaunchPoint partner, LeadMD. I don’t know about you, but when I’m doing something I think no one else will see, I tend to do things a little…differently. For instance, I’ll write in shorthand that only I understand. Or I may not actually fold the sheets and towels in my linen closet. It’s my little secret, because I know I’m the only one who has to deal with it. Solopreneurs and businesses under five people tend to be the same way. They do things in a way that works for them, with shortcuts or abbreviations or processes set up in such a way that no one else could easily take over. Because you’ll be doing it forever, right? Well — not if you hope to actually grow your business. Nowhere is this more important than when it comes to your marketing automation system. The most important tip I can give you when purchasing and implementing your MA system is to take the time to set it up right, from Day 1! Here are two other hard truths you’re going to have to accept. Trust me, I’ve seen what happens when these are ignored, and the result is endless lost hours and money down the drain to fix it retroactively. You don’t want to be the person responsible for doing that to your company, do you? I didn’t think so. It’s not about you. As the business owner or the “marketing automation guy/gal” at your small business, it’s tempting to set things up in the way that’s easiest for you, rather than what will scale with the business. This could be an enormous burden later down the line as the business grows and other people have to use the system. So don’t be lazy. Remember, this marketing automation system is not for you, it’s for the business, and the business will have different needs a year from now. Take the time to come up with an implementation plan that takes into account where your business will be in the next few years. If you’re on your own, talk to other solopreneurs for advice. If you’re part of a company, talk to the owner and other employees. And keep in mind that someday you won’t be the only one manning the MA software. Build in room for collaboration and expansion and make it easy for other users to understand. Processes are your best friend. When it’s just you, systems are kind of a nuisance. But as your business grows, it’s the lack of systems and process that will become a nuisance, and introducing new ones will inspire a furor like none other. Nip it in the bud — now. Like a kid in a toy store, you’re going to want to dive right into your new marketing automation system and start playing and building things. Don’t. Instead, start by outlining processes for things like naming conventions, tags and campaign organization. Create clearly identified templates for consistency. Another important tip: Build a process guide for everything you’ve done, so that if someone else has to pick up what you’re doing without warning, there are clear directions for how to proceed. Continue to evolve your processes as you dive deeper, and update your guides. I know it’s hard doing it this way. But just like the chagrin I felt when my closet full of unfolded towels and sheets became an unexpected avalanche of fabric, you know that being forward-thinking and proactive now will serve your business well into the future.

The New Marketo University Website is live! Go to https://learn.marketo.com We invite you to explore the new Marketo University <https://learn.marketo.com>. Make sure to review the 1 ½ minute walk-through to get quickly acquainted with the new features, how to enroll into classroom and virtual classroom sessions and to take advantage of one-click access to our eLearning titles. March 27th Update: Note that some customers outside the United States might experiencing issues in accessing the University website. The new Marketo University is coming soon. Our team of professional instructional designers is working round the clock to update our learning content library and develop role–specific learning paths to help you choose the best courses to take, in the right order to achieve your specific learning goals. We apologize for the delay. We’ll send out an announcement when the new and improved Marketo University site goes live! YOU CAN STILL REGISTER FOR INSTRUCTOR-LED TRAINING. Register now. While we’re working on the University site, you can register above for upcoming instructor-led training courses. These courses are offered in Classroom format delivered at a Marketo site, or delivered in live-virtual format online. Please indicate in the Comments below that you want to be notified when the new University site is live and we will @mention you -- which will trigger a message to you - when the new University site is up an running. In the meantime, please feel free to contact us at education@marketo.com with any questions or concerns.

Note: This content was provided by our Partner, Elixiter, Inc. What are Media Queries? Media queries act as a trigger for a conditional portion of CSS (cascading style sheet). They have three main components: the media type, the text expression (condition), and the styles to display if the condition is met. Let’s break down the media query into its parts: Media Type The media type has four main options: all, print, screen, and speech. For email, you will be using the “screen” option to target specific devices. Condition Think of the condition as your “if” statement. For example, “if screen size is less than 480px, then display these styles.” Your condition can be based on multiple features such as: width, height, aspect-ratio, device-width, and color. For targeting devices, you will most often use width (max or min), device-width (max or min), and device-pixel-ratio (aspect ratio). Styles The styles that you place within your media query function the same as any styles outside your media query. However, these styles will only be applied if the condition of your media query is met. Why Use Media queries? With Marketo’s lack of support for regular conditional CSS statements, many of us are required to build fixed width emails, rather than a mobile-first approach. Media queries allow us to target mobile devices, so even though we are building for desktop, our emails still render nicely on mobile devices. The most common issue with mobile emails is horizontal scrolling; the email renders too widely to fit on our devices screen all at once. This can easily be remedied with the use of media queries by making the container of our email fit to 100% of the width of our screen. Now that our email fits nicely across the width of our screen, our text appears very small and difficult to read. Thankfully, with media queries we can target and increase the font sizes used throughout the email. A more advanced use of media queries allows us stack content, and even make some content appear or disappear depending on the device. For example, loading an animation on devices that will render it, while ignoring that animation for all other devices allows for the best degradation. Proceed with Caution As with most features in email and websites, media queries are not supported everywhere. The majority of mobile device’s default email clients will support media queries, while a number of webmail apps for the different operating systems lack support for the feature. It is important to know where your clients are opening your emails to know whether or not media queries are the best fit for your email design.

Note: This post was originally written by Danny Essner, who oversees Demand Generation and Marketing Operations at MediaMathhttp://launchpoint.marketo.com/mediamath/1553-terminalone-marketing-operating-system/. This post is the first in a series dedicated to exploring how B2B marketers can use programmatic technology to effectively reach their target buyer personas, and move them down the path to purchase. For the past five years B2B marketers have been obsessed with marketing automation. More specifically, B2B marketers have relied heavily on email lead nurturing to help them address their key challenges, including an increasingly complex sales cycle, sophisticated buyers who complete 60% or more of their research and purchase decisions before reaching out to a sales person, and the need to deliver both a higher quantity as well as better quality of qualified leads to its sales team. Marketing automation platforms are great, but the term “marketing automation” is a misnomer. Many of the so-called marketing automation platforms are, in reality, email automation platforms. Marketing automation implies a cross-channel solution that automates and optimizes across the multiple key channels marketers use to find and engage prospects and customers. And while email is important, it is not the only channel B2B marketers should use to engage new and existing customers through their buyers’ journeys. Now, don’t get me wrong, I am a huge fan of these automation platforms. I believe in their power and have been using them for the past eight years. My concern is that marketers who have invested in these platforms have become overly reliant on email as the one channel they use to nurture leads and engage existing customers. According to eMarketer, B2B email performance is quite poor, averaging ~20% open rates and ~1.5% click through rates. Research shows that B2B buyers use a wide variety of tools in product/solution research. They research online, scour social media channels, and consume videos. A true full-funnel lead nurture strategy goes beyond email to include your website, social channels and the web. With this approach in mind, here are three recommendations B2B marketers can employ to expand beyond email: 1. Develop and Execute a Multi-Channel Lead Nurture Strategy Complement your email lead nurture programs with display advertising, social and website campaigns. As with email nurturing, messages delivered through these channels must be properly sequenced and relevant to each customer based on where they are in the buyer’s journey. 2. Create Message Alignment Across all Channels To realize the benefit of a multi-channel nurturing strategy, all channels must support one another in propelling the customer through their journey. Your messages must be aligned and consistent so that you’re always delivering the right message to the right customer at the right time. This means that the messaging for each channel must be specific to that channels, and all channels must be aware of where the customer is in their journey. 3. Build Out Your Marketing Stack Beyond Just Marketing Automation To nurture customers across multiple channels concurrently, automatically and at scale, B2B marketers must build out a robust marketing stack. B2B marketers can do just that by leveraging tools that engage customers across all relevant channels. This does not mean that, as a B2B marketer, you must scrap you existing marketing automation solution. Rather, you can complement your email-centric automation platform with a holistic, extensible cross-channel component to create the technology stack you need to properly engage customers through all relevant channels – email, website, social, video, display and mobile – in a consistent, synchronized fashion. It’s time to graduate beyond email alone. Let’s all adopt true marketing automation, where we automate the personalization of all messages across all channels.

Note: This guide was provided by our LaunchPoint partner, Cake. Intro: When it comes to where and how to invest their digital advertising resources, today’s marketers have more choices than ever. From display banners and mobile apps to email promotions to social media campaigns, the options available for engaging with consumers are diverse, varied and continually evolving. But while digital opportunities may be numerous, marketing budgets have limits. Now more than ever, decision makers need ways to quickly assess what’s working and what’s not so they can intelligently allocate available spend. This requires more than instinct and intuition. Data that provides accurate, rich, real-time insight into digital campaign performance is needed. Thanks to the explosion of data generated online, a goldmine of performance-related information is now available to digital advertisers. But with so much to track, organize and analyze, making sense of it all can be challenging. Transforming “Big Data” into “Smart Data” that guides fact-based decision making is the key to digital marketing success. Download the doc and read more)

Jeremy Builder is a Brand Builder, Keynote Speaker, and president of Sticky Branding—a brand building agency. Jeremy helps companies stand out, drive sales, and grow Sticky Brands. He is the author of Sticky Branding: 12.5 Principles to Stand Out, Attract Customers and Grow an Incredible Brand. Did you know that the best time to initiate a client relationship is upwards of three years before your services are needed? Companies with sticky brands build relationships early and often. They don’t wait for a customer to accidentally come across them in a Google search—they are proactive. They are purposeful. They build and scale relationships with their target market long before their expertise is needed. Why? Because when your customers know you, like you, and trust you, they will seek out your brand and choose it first. This is an ideal sales position, because it creates a First Choice Advantage. Most of your market isn’t buying … yet We are all well versed in how to handle a customer with a specific need. Even if you’re not a professional salesperson, you can sell to someone who needs your expertise. The challenge is that only a small percentage of companies in your marketplace are proactively shopping and looking for your expertise. Approximately 3% of your market is buying at any given time, the rest is not. I call this the 3% Rule—it’s a model to segment your market into buying groups, and it looks like this: 3% are active buyers. At the very top of the triangle is the active buyer group. These are the people and companies that have a need and are actively shopping for vendors. They want to make a purchase in the next thirty to ninety days—these are sales leads. 7% intend to change. The next segment is made up of passive buyers. They have a need, but aren’t proactively searching for options. A well-timed cold call or marketing campaign can be very effective for this segment, because you are delivering a solution before they start shopping. 30% have a need, but not enough to act. This group are not buyers. They may look like buyers and act like buyers, but they won’t make a commitment. They have other priorities. Until the need becomes more pressing, they won’t make a purchase. 30% do not have a need. This segment of the market does not have a need for your products and services, and they are not receptive to marketing messages. They may have just made a purchase, they may be too small, or they may not be ready for your services. 30% are not interested in your company. The bottom of the triangle represents a group of companies that do not fit your brand. Basically, these companies are never going to choose you. They may be loyal to the competition. They may have had a bad experience with your firm. They may use alternative options. Don’t sweat it. Just recognize that this dynamic occurs, and your brand can’t be all things to all people. Identify your optimal mode of marketing There are two modes of marketing: Marketing to people and companies who have a need for your services right now Marketing to people who don’t have a need for your services, but will some day The first mode is often where companies feel the most confident, and it receives the lion’s share of the marketing budget. The challenge in this mode is that much of your marketing investment is ineffective, because it falls on deaf ears. Paul Emond, CEO of Versature, sums up the situation nicely, “When people aren’t in the buying mode, they don’t want to be sold to.” The second mode of marketing is the opportunity. Rather than trying to engage people when they have a need, engage them earlier, when they are in the Lower 90%. Establish the relationship and develop rapport before they’re ready to buy. Create an opportunity where your customers know, like, and trust your company long before they have a need. That way they’ll skip right over the inbound marketing messages, and call your company first when they have a need. All it takes are small acts of generosity Sticky brands engage their market early and often. They focus a significant portion of their marketing resources on the Lower 90 Percent, building relationships, and securing their place as their customers’ first call when they’re ready to buy. Jim Gilbert’s Wheels and Deals, for example, builds relationships with small acts of generosity. Every year the company ships thousands of personalized birthday gifts to their current customers, past customers, and prospects. In 2013 they sent over 12,000 birthday gifts! The gifts are custom designed. Each year the company comes up with something new, and the response is incredible.Wheels and Deals receives letters, emails, and calls all the time from people saying, “Thank you". It turns out that for many people, birthdays get overlooked, but Wheels and Deals never forgets. These gifts are sent with no expectation—there is no call to action, no marketing message—it’s simply a gift. And they arrive each year like clockwork. But the impact is powerful. When people enter the market looking for a new car, they call Wheels and Deals first. As a result, the company has grown over the past fourteen years into one of the largest independent used car dealerships in Canada. Sticky Brands are built in the Lower 90 Percent Any company can develop lead generation programs for the Top 10 Percent of the 3% Rule. They can also implement Google AdWords programs and search engine optimization. But very few companies focus on the lower 90%. Sticky brands are built in the lower 90%, because they understand the importance of building relationships. Their brand is not based on aggressive marketing and pitching—it’s based on a personal connection, where their customers know them, like them, and trust them. That relationship separates sticky brands from average brands. When your customers know you, like you, and trust you, they will call you first. And that’s the best place to be in the buying cycle. How do you make your brand sticky? I'd love to hear what you think in the comments below. If you're interested in learning how to make your brand sticky by nurturing your customers, check out the Definitive Guide to Lead Nurturing.

Note: Vyoma Kapur is a Sr. Marketing Programs Manager at Marketo. She’s passionate about tech, marketing and travel. In her free time, she likes hiking, canoeing and immersing in a mystery book or courtroom drama. Vyoma is from Singapore and spent a year in Norway right after college. To excel in this new model, marketers need to start by building a deep and intricate level of understanding of their customers and how marketing influences that lifecycle. Understand Your customers Based on the information available, it is worthwhile to invest time and resources to create customer personas. While demographic data is the backbone in building personas, customer behavior, transactions, needs, and motivations are all crucial in providing an enriched and holistic view of customers. Ask yourself: What channels are they engaging with and what channels are they ignoring? What products are they browsing? But wary of death by data; an information overload can be counterproductive to any exercise on trying to develop an understanding of the customers. Understand the customers’ lifecycle After you have identified personas, you have paved the way to the next step of understanding how to activate your customers—mapping out the customer lifecycle in detail. As you do this, think about: What are the current stages of a typical customer lifecycle? How can they be improved? Getting a granular view of the lifecycle, and assessing it at every point helps lay the groundwork for the next step—understanding marketing’s influence. Customers may interact with your brand differently at each stage, so looking at how they are browsing and with what devices can go a long way in charting out the lifecycle in detail. Understand marketing’s influence on the lifecycle The next step is to start a discovery process of the impact of marketing on each stage of the lifecycle. What content are your customers consuming at each stage and how are your marketing efforts directly improving their experience? Where can you help accelerate or improve their journey? Questions like these can help determine where you should be focusing your efforts or channeling your budget. These three pillars are key to creating a foundation for customer activation. To help you assess where you are today with respect to the steps I went through in this post, check out the 25 question worksheet: How to Get Started with Marketing Activation, and see how you fare!

If your organization invests more time and money in content marketing and your pipeline of marketing leads grows, is it safe to assume that your investment paid off? Not necessarily. Simply because two events — more investment and a bigger pipeline — happened doesn’t mean they’re related. But there is a way to find out: Use lead metrics to track and measure activity and attribute leads in your marketing automation system to specific pieces of content. Looking at how leads in various stages of your sales funnel interact with your content can help you hone your content strategy. Here’s how to do it: Campaign Tracking The simple do-it-yourself way of tying content to leads is to use campaign tracking in Salesforce and in a marketing automation platform that you’re already using. In Salesforce, a campaign is an object that tracks a user’s activity across Lead, Contact, and Opportunity objects. Creating a campaign for a piece of content lets you see when a user engages with that item (for instance, opening a newsletter, reading a blog post or downloading an asset). Here are three key aspects of campaign tracking that help you attribute leads to specific pieces of content: Persistence: Once a lead is attributed to a campaign, the campaign mapping follows the lead even as the lead gets converted to other objects lower in the funnel such as a contact or opportunity. This lets you not only track how many leads a piece generates, but also if these leads result in further actions. Multiple Attribution: Under a multi-touch attribution model, a lead can be credited to more than one piece of content. Time Stamping: Lead interactions are time-stamped so that you can replay the user’s content consumption and identify the “last touch” attribution or the piece of content was consumed just before a marketing lead was converted into a sales opportunity. How to Setup Campaign Tracking Here is a guide to setting up campaign tracking in Marketo Campaign Reporting After you’ve implemented campaign tracking, you can now view content consumption that pertains to a single lead, contact or opportunity record in your CRM. Below is a screenshot of how we track content consumption for a lead at my company. In a single view, you can see which content was consumed, the type of the content (eBook, newsletter, webinar, etc…) the date of the consumption, and the action perfomed (downloaded, opened, etc...). From here, your next step is to generate reports and use the analytics to help you evaluate the success of your campaign (these reports could be generated natively or using a plugin like Full Circle CRM for Salesforce). Consider questions like: How many new leads did a particular piece of content generate? How many existing leads in my database engaged with a particular piece of content? Which pieces of content were the most effective at moving leads lower into the funnel (towards opportunities and ultimately sales)? Which parts of the funnel have insufficient content support? Once you’ve tracked your campaigns and analyzed the results, you should have a better feel for whether your investment in content marketing is paying off. These measurements will help you understand where you should invest money in the future to make content even stronger. For more strategies to prove the ROI of your content marketing efforts, download my extensive eBook on the topic, The Comprehensive Guide to Content Marketing Analytics & Metrics. Author: Pawan Deshpande BIO: Pawan is the founder and CEO of Curata. His work has been recognized through the Boston Business Journal's 40 under 40 Award. He was also a finalist for MarketingProfs B2B Marketer of the Year. Pawan is a speaker at marketing conferences such as AMA, SXSW, Content2Conversion, and Content Marketing World.

Product Documents

iOS 17 and Sonoma impact on Marketo Engage emails

Executable Campaigns - A Method for Organizing Nested Executable Campaigns

Sent & Delivered Email Activity – Retention Policy Change FAQ

Lead Intelligence Playbook

Choose the Right SmartList Filter Operator

Video: Beyond Vanity Metrics

Case Study about PR News and Demand Generation

B2B Demand Generation Benchmark Survey Results

Change_Mangement_eBook (13)[1].pdf

Don’t Let Your Content Engine Run Out of Gas

Why You Should Build Your Marketing Automation System to Scale from Day 1

Marketing Enlightenment: There's no such thing as tactical implementation

University Update

How To Use Media Queries in Email to Target Mobile Devices

B2B Marketers Must Look Beyond Email

Addressing the Mobile Tracking Challenge Marketing in Perpetual Motion

Transforming Big Data Into Smart Advertising Insights Lessons Learned from Performance Marketing about Tracking Digital Spend

Lead Monetization Using Technology to Make More Money Selling Leads

The Hitchhiker’s Guide to Attribution Mapping the Customer Journey for Advertisers

First Call Advantage: Be Your Customers' First Choice

3 Steps to Jumpstart Customer Activation

Content Marketing Spend & Marketing Pipeline Growth: Correlation or Causation?

Business Logic for Marketo with Salesforce CRM