Resource Library: White Papers

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Optimizing the Customer Journey: With Next-Best-Action Analytics

Modern businesses spend tremendous time and resources every year – mapping, analyzing, and optimizing the customer journey. They want to understand the paths their customers take to purchase products, learn which channels, offers and treatments are most effective at certain … read more »


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Real-Time Marketing: Adding Context To the Customer Conversation

The marketing ecosystem today is…pretty complicated. Marketing execs have moved upstream over the past decade, from making strategic decisions about markets, channels, partnerships, and brand to being responsible for customer insights, experience, and technology. This change comes with increasing accountability. … read more »


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Email Optimization Checklist – Capture, Convince, Close

We see new developments affecting our email marketing campaigns every year. This year brought us iPhones with larger screens, Yahoo! Mail supporting media queries and an overall renewed respect for email marketing (and so much more). In fact, according to … read more »


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Aberdeen Group Research: Website Performance Management

This insightful research conducted by Aberdeen Group dives into the true cost of website performance, and shows how leading organizations are able to boost their sites to eliminate delays, increase visitors, and improve overall revenue. This research into performance management … read more »


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The Practical Guide to Account-Based Marketing Measurement

While Account-Based Marketing is probably the hottest topic in B2B marketing, marketers are struggling to measure the effectiveness of this strategy. In this white paper from Brightfunnel, they provide a framework for how to thoroughly measure ABM in real, practical … read more »


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Buyer’s Guide: Marketing Automation Platforms

At its simplest, marketing automation software is a set of tools that automates common, repeatable tasks performed by marketers. Hinging on email marketing, the industry has grown to incorporate the entire campaign management landscape. Using a matrix, this white paper … read more »


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Gartner Digital Marketing and Advertising Hype Cycle 2016

Improved customer experiences with contextually relevant messages built on complete profiles of customers and prospects point to a data-centric future for marketers. This year’s Hype Cycle spotlights technologies that marketers can harness to drive data-enriched strategies and campaigns.


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Take Back Control of Your Content: Using Technology to Master Content Marketing in 2017

Content marketing is a relatively new concept, but one that has quickly generated interest and attention from the marketing function of many organizations. Having content to share is, undoubtedly, a good foundation for building long-lasting customer relationships. But that content … read more »


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A New Vision for Partner Marketing: Reimagine the Economics of the Channel

Technology is changing the economics of channel marketing, and marketing leaders should be questioning everything from budget planning to go-to-market strategy. In this article, we break down traditional channel marketing budgets to expose crucial areas where innovative solutions could decrease … read more »


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Personalized Local Content: Frightful or Insightful?

Taking advantage of local marketing is—and should be—top of mind for all marketers. Consumers increasingly search online for local products and services, and continue to purchase at brick and mortar stores. (Online retail sales, while growing, represent only 8.4% of … read more »