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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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.
7 marketing strategies to conquer decision paralysis
Uncover powerful marketing strategies to streamline decision-making and guide customers to purchase with confidence.
How to create high-performing email campaigns
Craft engaging email campaigns that stand out. Learn key strategies for subject lines, personalization, visuals and timing for success.
How to bridge the gap between creative marketers and marketing analysts
Practical solutions to align creative and analytical marketing teams and create data fluidity for more responsive, effective campaigns.
100+ questions you must ask when developing a website
If you're building or redesigning a website today, the customer experience is paramount.
7 value-added assets to engage and upsell customers
Increase customer lifetime value by repurposing your demand generation content and maximizing your martech stack for upsells and cross-sells.
Marketers, it’s time to walk the walk on responsible media
Dive into the nuances of responsible media buying that balances brand safety and support for credible journalism, DEIB and sustainability.
Optimizing your email program: Finding sweet spots and tipping points
Boost your marketing ROI by identifying sweet spots that resonate with subscribers and tipping points that cause opt-outs and lost revenue.
Gone in 30 seconds: Marketing in an increasingly distracted world
Adapt your marketing strategy to win the battle for your audience's attention in the face of constant distraction.
Optimization and personalization
Unlocking customer loyalty: 5 core motivations powering personalized marketing
Personalized marketing taps into core human desires. Here’s how to create tailored experiences that resonate with customers on a deeper level.
Email deliverability vs. email warmup: Which can skyrocket your outreach efforts?
Explore the difference between email warmup and deliverability tools to see which can ensure up to 100% inbox placement in your scenario.
Even great demand gen can’t overcome a lack of brand marketing
Demand generation alone can't drive sustainable growth. Here's why brand marketing is key for creating demand and activating buyers.
Rethinking fit, growth and go-to-market for the modern startup
Strategies for aligning product, sales, marketing and customer success teams during the problem-market fit stage.
The great debate: Activity vs. results
Effort or results — what really drives a business forward? Jump into a debate that’s sparking lively conversations across industries.
What can a potential U.S. TikTok ban teach marketers?
Brands must prioritize owned marketing assets like websites and blogs to maintain control over their narratives and customer connections.
5 impactful ways to level up your email marketing designs
Craft bespoke email designs to stand out in crowded inboxes. Let your brand's voice shine through with unique layouts.
Navigating new spam policies: A guide to effective cold email outreach
Adapt your cold email strategy to the latest spam policy updates. Ensure your emails resonate with prospects and drive meaningful results.
Frequency testing: The key to unlocking more email revenue
Don't let a badly performed email frequency test cost you money. When done right, higher frequency can pay off with more revenue.
When and how to move beyond performance marketing to brand strategy
Explore the paradox of performance marketing and uncover the importance of evolving toward brand storytelling and relationship-building.
How to build a $10 million SEO agency
From ranking to riches – how one SEO firm mastered positioning, marketing and management to build an empire.
How one tech company is doing marketing without cookies
Sentry.io shares its story of what went right and wrong getting rid of cookies and how they're now doing marketing.