Advances in data integration, AI-driven analytics, and attribution modelling are reshaping how marketing ROI is measured. The focus is shifting away from vanity metrics and toward what really matters: revenue contribution, pipeline growth, and long-term value.

In today’s world where digital marketing is ubiquitous and where marketers rely heavily on technology to communicate with customers,...

The average B2B buyer consumes at least five pieces of content before talking to a salesperson and generally engages with marketing...

How well aligned are your sales and marketing departments? Do you need to drive better alignment for more successful prospecting? The...

Data-driven marketing is the strategy of using detailed customer information and business intelligence for optimised, targeted marketing.