Cos Mingides is co-founder and head of effectiveness at True and authored the inaugural Best B2B award-winning paper at the ...

Marketing effectiveness is the ability of a company's marketing activities to achieve its business goals, drive revenue growth and improve overall brand equity. It involves tracking and evaluating the ...

ROI in B2B marketing was meant as a noble metric to evaluate the effectiveness of marketing investments. But in our quest to prove the return to our CEO and CFO, we’ve tried to apply metrics to ...

Many business-to-business companies have at some point likely considered collaborating with B2B influencers as part of their marketing strategy for expanding their audience. Measuring influencer ...