ViewPoint

MARCH 19, 2018

“But why,” she asked, “do I need to master deep digital analytics? She needs a bigger picture of the marketing return on investment, which is only available by looking deeply into the digital analytics. Of course, marketing analytics is not new and neither is digital analytics. It wasn’t an easy conversation.

Marketing Management 197

Marketing Management Analytics Budget Programs Marketing Automation Services 197

ViewPoint

FEBRUARY 7, 2012

In the first article on marketing analytics , I discussed the best-practice processes involved in the review, assessment and continuous enhancement of sales lead generation programs to achieve improved results. 22% of more than 20,000 raw leads converted to qualified leads. 10% of qualified leads converted to sales opportunities.

Lead Ranking 120

Lead Ranking Lead Generation Sales Qualified Leads Lead Scoring 120

ViewPoint

MAY 20, 2016

Here is how Mark Nadolny, Manager of Benchmarking Analytics at SiriusDecisions breaks it down: “Tier 1: Direct Enterprise Accounts. Marketing continues to play a strong role in influencing purchasers (50 to 60 percent) and plays a much larger role in sourcing leads (30 to 45 percent) as the lead pool is much larger in this space.

Enterprise Management 159

Enterprise Management SMB Sales Qualified Leads Allocation 159

ViewPoint

APRIL 12, 2013

Russell Glass of Marketing Profs says branding could be more important in B2B campaigns than in business-to-consumer because of the length of the purchase cycle. CMOs will be expected to analyze data from social networks, use customer relationship management and content management systems software for advanced analytics.

PointClear 120

PointClear B2B Marketing CMO Marketing Management 120

ViewPoint

MARCH 22, 2018

I spend a lot of time on the phone talking to prospects about the value of informed conversation; the value of an automated cadence with built-in analytics capabilities; and the value of agile lead management processes that let marketing apply learnings to do an even better job of providing the leads sales needs. Our people do as well.

Lead Scoring 189

Lead Scoring Lead Ranking Work Management Paid Search Agency 189

ViewPoint

DECEMBER 8, 2011

” Customers almost never purchase directly from a marketing campaign, so how can one attribute the specific ‘R’ to a specific ‘I’ with any real precision? However, that difficulty does not absolve marketers from making an effort.

Merchandising 120

Merchandising Clickthrough Demand Generation Agencies ROI 120

ViewPoint

MARCH 6, 2012

Overall, it requires an understanding of the purchase process from the buyer's point of view. With 70% of tech purchases at the RFP stage by the time the vendor knows about the opportunity, content has become critical to shepherding prospects down the path to purchase. Champion Content Marketing.

Buyer Personas 120

Buyer Personas Forrester Lead Ranking Peer-to-peer 120