Paul Gillin

JUNE 24, 2010

The VP of marketing communications at SAP was recently asked by B-to-B magazine how she is measuring ROI on marketing efforts. In order to compute return, you need to think in financial terms. In order to do ROI right, you need to track every customer contact, not just interactions with the sales force. Defining ROI.

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B2B Marketing Zone Posts

OCTOBER 5, 2010

But at the end of the day, we all must stay focused on the fact that we do those things in order to not only generate leads but eventually convert leads to customers. The 4 B’s of Buyer Experience Innovation (2nd Rendition) - Buyer Persona Insights , September 22, 2010 Image via Wikipedia. The Solution. Monitoring.

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B2B Marketing Zone Posts

SEPTEMBER 8, 2010

Wikipedia and a handful of open-source software developers were the pioneers. Order of SEO Operations. B to B (18). report from McKinsey on tech-enabled business trends to watch and thought it was important enough to summarize for our community. Here are some highlights from this excellent report: 1. SEO Tactics.

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