B2B Marketing Zone

More by Joju Mangalam

Joju Mangalam, Director of Marketing Performance Management for Act-On, leads the company's marketing performance initiatives. His expertise includes marketing analytics and strategy, loyalty marketing, and product management for organizations including eBay, Wells Fargo, and Kana. He holds an MBA from the University of Chicago, an MS in engineering from the University of Washington, and a BS in engineering from the Indian Institute of Technology.

Five Areas Where B2B Marketers Can Leverage Big Data

Big data is now the “New New Thing” in marketing and companies big and small are scrambling on what to make out of this emerging hot subject. The articles on this topic are often stark, with the implication of disaster

Cohort Analysis: 2 Simple Steps to Better Understand Your Leads

Cohort analysis is an often-overlooked area of marketing analytics. It involves tracking a group that shares a common characteristic (a “cohort”) over a certain period of time and evaluating outcomes. In this post, we will talk about cohort analysis of

Customer Lifecycle Marketing: Reporting, Part 2

This series looks at the five sequential stages in the B2B marketing lifecycle, and discusses the key metrics for each that can be used to gain key insights. In Part 1, we covered the first two stages: Attract and Capture.

Customer Lifecycle Marketing: Reporting, Part 1

In regards to analytics and reporting, B2B marketers tend to focus on early-funnel leads and their conversion. That’s practical; generating enough qualified leads remains the #1 concern for many marketers and their organizations. However, there is much more useful information

The Art (and Science) of Forecasting Lead Requirements

The ability for marketers to forecast the number of new leads to be generated is essential for any analytically driven B2B organization. There are two different methodologies to forecast leads, each with its pros and cons. In this post, we