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 outsource link building: Benefits and tips to follow
Boost your SEO strategy with this guide to outsourcing link building for better website visibility.
Where B2B brands win and lose on customer retention
To expand your customer relationship and maximize CLV, activating your customers through delivery and adoption is key.
A guide to how email marketing platforms help brands succeed
All email platform providers send emails, but their technologies – both software and hardware – and approaches for doing so can differ.
Connected TV’s results transcend the TV screen
Why CTV is an important part of any search strategy.
How B2B marketers can help sales overcome customer indecision
B2B buyers are prevented from pulling the trigger on purchases by fear of messing up. Here's a framework for overcoming customer indecision and accelerating revenue.
6 tactics to create recession-proof email marketing
These recession-proof tips let you adjust your email marketing program for short-term gains and long-term success.
3 ways to drive sales with email
Is your email marketing not yielding the results you were hoping for? These three tactics will help you make more sales with your emails.
Spend your marketing budget wisely with incrementality measurement
In this webinar, learn how to use incrementality testing to measure the true impact of your marketing campaigns.
Domain Authority is dead: Focus on SEO content that ranks
In this webinar, learn why Domain Authority doesn’t tell us as much as we might think about a site’s ability to compete for top SEO rankings.
How to map marketing science to the customer journey
Connecting creative work with brain science to trigger different behaviors along the customer journey.
3 recession-defeating marketing strategies
Fast-reaction pivots that scale to a new market condition are essential to endure economic uncertainties.
Webinar: The 360-view content strategy you need
Create experiences that empower customers across websites, social media, digital ads, packaging, in-store displays and more.
3 ways data can steer you wrong — and how to glean better insights
The wrong data is just as harmful to marketing as having no data. Here's how a holistic testing methodology can help you glean better insights.
North Star goals for category leaders: Agile, customer-centric culture
Learn what an agile, customer-centric culture means, why leadership support matters and how organizations can work toward this goal.
Marketing in the age of the omnipresent consumer
Here's how omnipresent marketing helps build meaningful customer relationships in today’s digital landscape.
4 tips to get the most out of CTV advertising
It's finally prime time for CTV advertising. Here are ways to take full advantage of its powerful targeting's benefits.
3 steps to navigating the complex customer journey
The key to marketing success and scale is to refine your customer journey down to the essentials — the critical path.
4 steps to becoming a more strategic marketer in 2023
In the face of uncertainties, we must take a data-driven approach to make marketing less of a cost center and more of a value-added partner.
North Star goals for category leaders: Customer lifetime value model
Beyond just calculating CLV, companies must embrace the total value a customer can bring as a factor in strategic planning, culture and KPIs.
Campaign tracking in GA4: How to ensure your links are properly tagged
Make sure your campaign traffic is properly tracked and categorized in Google Analytics 4 with these URL tagging tips for marketers.
11 steps to boost marketing metrics with employee happiness
Leverage the happiness rating, a CMO technique that connects feelings and emotions to elevate performance and productivity.
North Star goals for category leaders: First-party customer view
Having an effective first-party data strategy means you can balance two sets of customer needs — personalization and privacy.
3 email marketing shifts to make in 2023
Consider making these three major directional changes that could help your email program succeed this year.
Why and how to use loss aversion in email marketing (plus 4 examples)
Avoiding loss and pain can be a potent motivating force. Here are tips for using this psychological approach in your email campaigns.
Marketing artificial intelligence (AI)
AI in marketing: 7 areas where it shines and struggles
Marketing needs to reckon with the role of AI in its world. Here are a few guidelines for thinking about AI in 2023 and beyond.
5 strategies B2B marketing and sales teams can bank on as markets tighten
These core strategies and tactics can help B2B organizations turn GTM efforts into results amid economic uncertainty.
North Star goals for category leaders: One-to-one, omnichannel personalization
While “one-to-one” and “omnichannel” are the goals, you can start incrementally and work your way toward them.
4 marketing takeaways from 2022 to help you conquer 2023
Look for things you can pat yourself on the back for. Be reminded that you made it through another challenging year.
6 tips to impress the C-suite with year-end marketing reports
Don't miss the opportunity to create year-end presentations for the executive team and demonstrate your team's accomplishments.
5 ways to optimize your ad campaigns in 2023
Follow these five expert tips to boost your ad campaign's performance and deliver ROI.
How to ask customers for reviews (and actually get them)
How do you get a satisfied customer to become an online advocate? Here are tips on how to ask for reviews to help bolster your business.
From startups to Fortune 500s: This marketing strategy is unbeatable
You need a new marketing strategy and "test-driven marketing" is the prime candidate.
5 Yelp facts business owners should know (but most don’t)
Business owners: Yelp doesn't have to be a source of anxiety! Here's how you can make the review site work for you.
Innovation vs. rebranding: How to choose the best change for your business
While they both indicate change, innovation and rebranding are remarkably dissimilar. Here's how to decide on a path for your brand.
6 link-building myths and truths
Avoid these common link-building mistakes to be successful in the long-term.
3 simple steps to automating content creation for businesses
Follow this step-by-step guide to learn how to save time, effort and money on creating content primed for SERP success.
How to quantify the ROI of data using decision playbooks
Marketing teams can produce more insights with less data. It starts with taking advantage of a simple idea: decision playbooks.
Modeled behavior: A future-proofed new measurement strategy
Rather than shying away from modeled attribution, marketers should look to further understand and wholeheartedly embrace it.
How to guarantee your marketing wins every time
Ensure every campaign you launch has the highest chance of success by making one simple shift in how you approach your marketing.
The ultimate recipe for writing SEO content
Approach good content as if you were in your kitchen ready to cook up a tasty dish.