However, accurately defining and measuring customer engagement in complex business or industrial sales is still elusive. The most simplistic approach to evaluating customer engagement is to measure conversion rates. However, it is not so simple to measure customer engagement in situations with long sales cycles that’s commonplace with manufacturers, sellers of technical products and B2B consultative solution providers. Some B2B marketers are using more sophisticated ROI measurement tools to track activities over the entire life cycle of a lead. All Rights Reserved. MORE >>

Go to the Data Knowledge Bank CASE STUDY: Nortel and Segmetrix Using well-researched data to structure a marketing campaign CASE STUDY: Reed Exhibitions How personalisation created buzz for the 2008 IDMF HOW TO. monitor and manage your brand Handling agencies, overseeing internal communications, developing strategy The digital revolution means email is increasingly recognised as the key B2B communications channel. The Email Knowledge Bank explains how to maximise the effectiveness of your email marketing, delivering measurability and ROI. HOW TO. HOW TO. only little! MORE >>

Awareness of Twitter has exploded; 87% of Americans said they were “familiar with” Twitter in a poll taken earlier this year, versus just 5% in 2008 and 26% in 2009. One that still retains a measure of hilarity. The ubiquitous Brian Solis offers tips for Twitter success based on the experience of real-world companies like Dell (special offers), Comcast (customer service), using dedicated brand channels (Ford) and developing new ideas (Starbucks). Mini-reviews of that use RSS to automatically publish blog posts to your social networking sites inclding Dlvr.it Crabs. MORE >>

Understand how IT decision-makers are accessing information and how you can engage them with successful multi-channel programs. When adding social media into the mix, marketing departments must be able to prove success, and oftentimes lead generation and ROI are two measurements that upper management wants to see. Furthermore, there was a 33% percent conversion rate on leads generated through the New York landing page , compared to a 12% conversion rate on 2008. Top Topics Twitter YouTube Facebook iPhone Google Video Google Buzz Social media Android Mobile 2.0 Learn more. MORE >>

Oct, 2010 38 Comments I think people are finally coming around to the idea that good marketing requires good measurement.  I’ve seen online B2C startups use Dave McClure’s Startup Metrics for Pirates as a starting point for measuring what marketing is doing.  Pipeline Measurements # of Targets - sometimes referred to as “suspects&# this is anyone in the universe who is on the receiving end of your marketing. For long sales cycles, it is important to measure this to estimate marketing ROI for tactics in the short term. April Amrita Reply 13. MORE >>