Performance marketing
MarTech is your source for performance marketing content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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How to prove the value of brand marketing without sacrificing ROI
You can double down on performance marketing, but you'll wind up spending more for less if you skip brand-building.
The competition you’re ignoring is costing you customers
Your biggest competitor may not be who you think. Here’s how to uncover the real threats to your revenue.
Why ROI is undermining B2B marketing effectiveness
Measuring ROI at the tactical level is misleading. It’s time to prove how brand investment delivers meaningful, long-term financial returns.
The latest trend in martech M&A: Agencies buying data collaboration firms
More data means a more comprehensive view of consumers, which should lead to more effective campaigns. That’s the theory, anyway.
7 reasons your conversion metrics look great — but your sales don’t
Your marketing may look successful, but are those clicks turning into sales? Avoid top-of-funnel pitfalls and focus on driving real ROI.
How tariffs impact retail sales and ad spending, and why 2025 might be different
Advertisers are worried tariffs will take a bite from their budgets. What does recent history have to say?
How smarter measurement can fix marketing’s performance trap
Marketing’s obsession with short-term wins has created a “doom loop” of diminishing returns. Here’s how to break free.
9 essential tips for building a website that drives conversions
Your website can do more than inform — it can convert. These tips will turn your site into your hardest-working salesperson.
How to inflation-proof your marketing in 2025
When budgets tighten under economic pressure, strategic marketers turn constraints into competitive advantages.
Why digital brands like Netflix and Wayfair are betting on physical stores
Digital-first brands are investing in brick-and-mortar — not just for sales, but for immersive brand experiences.
Why marketing engagement metrics actually do matter
With customer journeys more complex than ever, engagement metrics provide the insights you need to nurture leads and stay competitive.
5 ways to transition from tactical to strategic marketing
Move from busywork to a strategic approach that builds meaningful connections and drives sustainable growth.
Embracing a little chaos produces a lot of marketing creativity
Let your marketing team’s entrepreneurial spirit shine. Create space for controlled chaos to drive change and spark progress.
Google releases its open source marketing mix model to all
Marketers and data scientists have a new tool to help them measure the effectiveness of their efforts.
Marketing artificial intelligence (AI)
Are AI tools shaping your intentions more than you realize?
Uncover the subtle ways AI tools guide decisions and the importance of transparency in a world where our intentions are commodified.
3 must-follow marketing copy rules to win your prospects’ trust
Write compelling marketing copy that builds credibility, sets you apart from competitors and drives customer decisions.
Why full-funnel marketing is key to profitability
Reach your audience at every touchpoint and boost your profits with a multi-channel, full-funnel approach.
Stop defending your marketing budget — start proving its value
Shrinking budgets aren't a crisis but an opportunity to reimagine marketing. See how smart CMOs cut bloat and drive revenue.
4 reporting essentials to streamline business intelligence
Streamlined reporting can be achieved by focusing on use cases, data governance, automation and advanced analytics.
Applying scientific method to performance
Learn how to build and test hypotheses to bolster a scientific approach to performance testing.
The science behind high-performing calls to action
Craft CTAs using psychology and design principles to drive engagement, increase conversions and build trust with your audience.
From guesswork to growth: How to build a customer-centric marketing strategy
Don't let the 'assumption trap' hold you back. See how real brands used customer interviews to unlock game-changing growth.
How shared goals and incentives improve marketing results
Breaking down silos with unified goals and incentives boosts productivity, accountability, and long-term success.
Why syncing email and SMS is critical to marketing success
Combining SMS with email unlocks more opportunities for customer engagement and higher revenue. Here’s how to do it right.
How to grow your organic reach with behavioral analytics insights
Learn the key metrics, tools and strategies to unlock user behavior insights and create a more engaging site experience.
Can attention really drive campaign success?
Attention is key to effective advertising, but it’s not the whole story. Data quality, context and creative execution are also crucial.
3 tips for cutting through the DTC noise with marketing data
Improve your DTC marketing strategy using data-driven approaches, from data collection to automation and modeling.
How search analytics can tailor messaging and maximize performance
Organic search insights go beyond keywords. Use them to uncover consumer needs, tailor messaging and enhance marketing across channels.
How to revamp your lead scoring strategy for 2025
Enhance your model using engagement and demographic insights, company attributes and negative scoring to focus on high-value leads.
Bluecore moves into experimentation
Experimentation Hub from Bluecore is aimed at providing insights into which digital strategies are working — and which aren't.
Why public relations is thriving in today’s global marketing mix
PR isn't just about spinning a yarn; it's about weaving a brand's story into the fabric of society.
How to make the most of your market research data
Breathe new life into underutilized market research through reanalysis, data integration and advanced analytics techniques.
Free trial vs. demo: What’s more effective in B2B SaaS ads?
An analysis of $20 million in paid search ad spend yields interesting results for practitioners of product-led strategies.
What is marketing automation?
Here's how marketing automation works, why it's key to delivering seamless customer experiences and some best practices to follow.
Key marketing lessons from startup to scale-up
The similarities and differences in marketing approaches between startups and large corporations and how each can learn from the other.
How to transform your website into a continuous marketing powerhouse
Must-have strategic elements to build a high-impact website that drives traffic, engagement and conversions.
How behavioral economics can be the marketer’s secret weapon
Uncover how understanding psychological factors behind consumers’ economic decisions can give marketers a competitive edge.
How marketing fuels the shift from problem-market fit to product-market fit
Learn how marketing's collaboration with sales, product and customer success drives the transition to product-market fit.
Target audiences precisely to maximize reach and reduce spend
Don’t let inefficient audience targeting prevent you from leveraging the greatest ad unit ever invented.
How to implement dynamic pricing without alienating customers
Uncover the impact of dynamic pricing on modern commerce and how to adopt it while ensuring fair practices and customer loyalty.