The Right Way to Measure Mid-to-End Funnel Performance in B2B

Mid-to-end-funnel measurement is all about evaluating how well your brand does at bringing your target audience closer to the actual buying decision; in other words, converting them from simply being aware of your brand, to considering and ultimately...

January 2024 / Written by B2B International

The Right Way to Measure Top-of-Funnel Performance in B2B

Top-of-funnel measurement is all about evaluating the marketing activities designed to build the brand; to increase visibility. The top of the funnel is the first stage in the buyer journey so it’s critical that your brand has a strong foundation, ...

January 2024 / Written by B2B International

World’s Greatest Business Thinkers Podcast Series #6: Herminia Ibarra

The B2B Insights Podcast Channel was created to help marketing and insights professionals navigate the rapidly-changing world of B2B markets and develop the strategies that will propel their brand to the top. Subscribe today for your dose of exclusiv...

December 2023 / Written by B2B International

World’s Greatest Business Thinkers Podcast Series #5: Rita McGrath

The B2B Insights Podcast Channel was created to help marketing and insights professionals navigate the rapidly-changing world of B2B markets and develop the strategies that will propel their brand to the top. Subscribe today for your dose of exclusiv...

November 2023 / Written by B2B International

Learning from the Voice of Future MBA Graduates

In October, employees of Merkle & B2B International hosted Kelley School of Business grad students at dentsu’s Chicago office. During a quick Q&A session, we asked students what drove them to pursue an MBA, how they view the marketing fun...

October 2023 / Written by B2B International

World’s Greatest Business Thinkers Podcast Series #3: Amy Edmondson

The B2B Insights Podcast Channel was created to help marketing and insights professionals navigate the rapidly-changing world of B2B markets and develop the strategies that will propel their brand to the top. Subscribe today for your dose of exclusiv...

October 2023 / Written by B2B International

5 Areas Where AI Will Improve Customer Experience

The AI revolution is fast approaching. While still in their early days, innovations such as generative AI are already showing promise for marketing and market research. But how will AI improve the delivery of great customer experience, particularly f...

September 2023 / Written by Nick Hague