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The Amazing Power Of Multi-touch Lead Engagement


They’re an example of multi-touch lead engagement. Nonetheless, multi-touch lead engagement is the next best thing. We live in a multi-channel marketing world. To better tap into lead generation attempts, it’s important to understand why multi-touch systems work so well. Why is Multi-Touch Lead Engagement Important Today? Phone calls.

How Confident Marketers Are Using Interactive Content to Build Multi-Touch Campaigns


Tell me about a recent campaign you’ve run or been a part of – let me guess, it involved a long-form piece of content like a white paper, benchmark report, ebook, or something related to your thought leadership. Your Campaigns Today. This is what a lot of B2B campaigns look like today. Confident Campaigns for Confident Marketers. Try an ROI calculator.

Attribution Matters: Demystifying Social ROI in B2B Marketing

Modern B2B Marketing

Author: Aleece Germano As a digital marketer, you might be asking yourself this question: “Where’s my (social) ROI?” Your When it comes to attributing ROI to a top-of-funnel social media strategy, the challenge is often in having access to enough data points to correctly understand its impact on revenue. Measure Your ROI. ” Your boss is asking you for it.

The Amazing Power Of Multi-touch Lead Engagement


They’re an example of multi-touch lead engagement. Nonetheless, multi-touch lead engagement is the next best thing. We live in a multi-channel marketing world. To better tap into lead generation attempts, it’s important to understand why multi-touch systems work so well. Why is Multi-Touch Lead Engagement Important Today? Takeaway.


How big should your campaign budget be?


At the ClickZ Live  2014 conference in New York, Michelle Killebrew presented an interesting case study of an IBM campaign called Rethink Business.  It got me thinking (or, should I say, rethinking?) about campaign budgeting.  My question is: how do you set a budget for a multi-touch, multi-target B2B digital campaign like the one Michelle was describing? 

Measure the ROI of Digital Advertising Beyond Revenue Impact

Modern B2B Marketing

Author: Mike Tomita Return on investment (ROI) is an important part of digital marketing (and  really, almost every part of marketing)—it tells you whether you’re getting your money’s worth from your marketing campaigns. And if you’re not, it’s critical to get to the bottom of it, and understand why so you can learn how to improve your campaigns. Mobile Video Ads.

What We Learned From Our Latest Account-Based Marketing Campaign, CMO Box [Data]


This past month, we continued to experiment with different ABM campaigns by launching our first account-based mailer campaign. Here’s how we did it, as well as the results of the campaign and what we learned. We then timed our outbound campaign (email and call sequence) to coincide when the boxes arrived on our special recipients’ desks. Here they are: Campaign Results.

Content Marketing Mysteries – How to Find Your ROI Yeti!

Modern B2B Marketing

The ROI of your content marketing can feel as elusive as the mysterious Yeti – you might even doubt that it exists. For example, if you have to show ROI from a whitepaper to a CMO, you should probably focus on the number of opportunities, pipeline, and revenue – rather than metrics like shares or views. Focus on decisions that improve ROI. Define your content goals.

The ROI of Paid Social Media Ads

Modern B2B Marketing

by Jon Miller One question we hear all the time from customers is how to measure the ROI of social media. While I won’t talk here about the ROI of all social media, I do want to drill into the return on paid social media advertising. Check out the Marketo Revenue Rockstar decal campaign. While that can be useful, we pay more attention to Multi-Touch Pipeline (MT Pipeline).

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Checklist: How to Measure Content Marketing ROI


In today’s multi-channel, digital marketing world, content marketing is both king and queen. First-Touch and Multi-Touch Attribution: These metrics are critical for tying content marketing to pipeline generation and customer acquisition. First-touch attribution tracks if a content asset is the first marketing activity that brought a new lead into your system.

How Confident Marketers Are Using Interactive Content to Build Multi-Touch Campaigns


Tell me about a recent campaign you’ve run or been a part of – let me guess, it involved a long-form piece of content like a white paper, benchmark report, ebook, or something related to your thought leadership. Your Campaigns Today. This is what a lot of B2B campaigns look like today. Confident Campaigns for Confident Marketers. Try an ROI calculator. Find out!

Marketing ROI in B2B: Why is it so hard, and what can we do about it?


The other day, I had the pleasure of discussing the challenges of marketing ROI with Jim Obermayer, CEO and executive director of the Sales Lead Management Association , on his Internet radio show.  Our conversation got me thinking:  Why is the holy grail of marketing ROI so tough to achieve in business markets?  (Photo credit: cambodia4kidsorg). And what can we do about it?

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Measuring and Managing Marketing ROI: An interview with Jim Lenskold

Sales Lead Insights

My guest today is Jim Lenskold , President, Lenskold Group , a consulting firm specializing in measuring and managing marketing ROI and author of the award-winning book ‘Marketing ROI’. Jim’s company has published several research studies covering marketing metrics and ROI. One of the studies surveyed B2B marketers concerning Lead Generation Measurements & ROI.

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Reporting ROI & Attribution in Marketing Automation


Reporting on campaign ROI (return-on-investment) has traditionally been among the least successfully practiced marketing automation techniques (and at least one survey bears this out … to the tune of 39% “successfully practicing”). Marketing Automation/Email Marketing CRM marketing return roi Wanamaker

How to Track Content ROI: A Step-by-Step Guide


Tracking the return on investment (ROI) of your content marketing efforts isn’t always an easy process, but there are ways to approximate the dollar value of each content piece you create with varying levels of complexity. Below, I’ll show you one process I use, as well as describe a few opportunities to go more in depth with your ROI calculations. Step #5: Measure your ROI.

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Infographic: 4 Marketing Analytics That Matter For Driving Revenue

Crimson Marketing

Too often markers talk about activities instead of outcomes – for example, how many campaigns you ran, how many trade shows you participated in, how many new names you added to the lead database. It’s about tracking all the touch points at which a prospect connects with your marketing programs, and measuring those multi-touch impacts. So how do you do it?

How to Measure the ROI of Your Marketing Programs

Modern B2B Marketing

As a result, perhaps the most common question marketers ask is, “ did this program (this tradeshow, this email blast…) deliver a return on our investment (ROI) ?”. Multiple touches. Proverbial marketing wisdom says at least seven touches are needed in order to convert a cold lead into a sale.  This fact makes it difficult to allocate revenue to any specific touch. Place.

New Report Confirms Immaturity of Most Marketing Automation Deployments

The Point

The issues that drive that frustration, as Forrester confirms, is very seldom the technology itself, but rather a lack of planning, process, and more sophisticated campaigns and metrics. Unfortunately, that pressure can steer marketers into a premature focus on mere process efficiencies and basic, tactical campaigns. cross-sell and up-sell).

Marketo Data Tells Us: What Can Marketers Learn from the Golden Ratio?

Modern B2B Marketing

believe pipeline/cost is more important than ROI for marketing metrics. While ROI depends on multiple factors, some of which are out of marketing’s hands, such as sales performance and capacity, the Golden Ratio is measured primarily on marketing aptitude—the ability to deliver pipeline across certain channels. First-Touch vs. Multi-Touch Attribution.

You’ve Set Up Marketo And Salesforce -- Now What? Why You Still Need Attribution


In this article in DemandGen Report, Christine Nurnberger, CMO of Bottomline Technologies said that her “‘Holy Grail’ is to get a complete understanding of how far her marketing dollar stretches, as well as have a holistic view of customers at every touch point.”. See how to implement multi-touch attribution into your Marketo organization.). Marketo) and the CRM (e.g.

Beyond Clicks And Leads: How To Optimize Your LinkedIn Ads For Revenue


Through the precise and methodical use of UTM parameters that integrate with our smart attribution solution , we can see exactly how each campaign and specific ad performs in terms of leads, opportunities, and revenue. But when we switched from a first-touch attribution model to a multi-touch attribution model, we realized that we had been overvaluing LinkedIn’s downstream impact on revenue.

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5 Stages of Marketing Operations, the Unicorns of B2B Marketing


This serves to improve overall ROI and begin to reduce wasted ad spends. Yet, as a marketer in this role becomes aware of the best methods to calculate ROI and decrease wasted marketing dollars, they begin to realize that they’re missing a critical piece of martech. The next step for a marketing operations role is to find a multi-touch marketing attribution solution.

Atri Chatterjee, Act-On Software CMO: The Top Challenges Facing Integrated Demand Generation Marketers and How to Overcome Them [Podcast]

Crimson Marketing

Atri addresses the challenges of integrated multi-channel marketing in this Moneyball for Marketing podcast, and shares insights on tackling them successfully, including: Strokes for folks: From downloadable long form whitepapers to short, pithy videos to social media driven apps that help customers calculate their ROI, buyers want different kinds of content from different marketing channels.

[Infographic] The Periodic Table of Elements for B2B Marketing Attribution


It can track keywords, campaigns, content, display ads, events (and more) and follow a customer through their interactions with all of those marketing touches. After they become a customer, an attribution model will assign revenue credit to those touches in a specific manner, depending on the model. Single-touch models only assign credit to one source. Website. Twitter.

Forget Vanity Metrics: How To Get Serious About Marketing Analytics

Crimson Marketing

There are general key performance indicators (KPIs) that all marketers must measure, but are you measuring in a way that allows you to fully understand marketing ROI? The truth is these metrics have no affect on your marketing ROI. ” Next, “find out how much pipeline was touched by your web forms at any stage in the funnel. PPC Campaigns. Social Media.

4 Marketing Analytics That Matter for Driving Higher Revenue

Modern B2B Marketing

Author: Glen Gow Too often marketers talk about activities instead of outcomes—for example, how many campaigns they ran, how many trade shows they participated in, how many new names they added to the lead database. It’s not about the first “touch” that brings a prospect into the sales funnel, or the last “touch” before signing a deal.

4 Tips For Successful Demand Generation

B2B Marketing Insider

This data will allow for a more “laser focused” and targeted campaign, which will yield a higher ROI. Campaigns must be focused, relevant and multi-touch :  Too often companies implement “generic” campaigns, which do not provide needed ROI.  I have been writing about Demand Generaton and Demand Management since I started blogging a few years ago. Successful

Is Your SEO Actually Working? 3 Ways to Find Out

Modern B2B Marketing

Author: Nate Dame One concern I hear over and over from marketing managers and executives is about accurately and objectively measuring SEO progress and ROI. Bounce rate, time-on-site, clicks, and even—to an extent—an isolated view of search rankings don’t relate directly to revenue and don’t give an accurate view of an SEO campaign’s value. All keywords are not created equal.

B2B Demand Generation expert Mac McIntosh – Interviewed by Find New Customers

Fearless Competitor

They fully intend to develop multi-touch lead nurturing campaigns, but are pressured to generate leads now, promote this webinar now, announce this new product now, and never seem to be able to get their nurturing campaigns started. Find New Customers is pleased to present our interview with one of the top experts in B2B demand generation today , Mac McIntosh.

Back to Basics: 7 Things Marketing Automation Software Can Do For Your Business

Modern B2B Marketing

Luckily, marketing automation offers a wide array of features to streamline marketing campaigns—from lead management to email marketing. However, both require an ability to measure ROI and use that information to improve tactics and relationships. 5.    Score Leads for Sales Readiness. Having meaningful data on hand enables businesses to boost their ROI.

13 Reasons To Implement B2B Marketing Attribution Right Now


The 2015 State of Pipeline Marketing Report showed that 86.7% of marketers with a multi-touch attribution model in place said that they have a well-aligned relationship with their sales team. Good B2B marketing attribution tracks all touchpoints from the anonymous first touch, through to revenue. Campaigns & Channels. Intangibles. Alignment. Communication. 10, 11.

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12 Stats On B2B Clients of Paid Search Agencies from the State of Pipeline Marketing


The highest percentage of paid search agency clients use opportunity creation (last touch) attribution when calculating their marketing ROI. Only 14.7% of paid search agency clients use a multi-touch attribution model that will parse out revenue credit to multiple touchpoints throughout the customer’s buying process. Read on, it only gets better. 1. Marketing Channels.

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Sales & Marketing Alignment: 3 Ways to Close the Gap

Sales Prospecting Perspectives

And, as a consequence, campaign ROI often suffers. They both must design campaigns that contribute to company goals. How many nurture touches are needed to qualify a lead? Consider doing “Campaign Alerts” or weekly “Field Notes” to ensure everyone is in the loop on critical information. In some cases, that’s putting it mildly. Don’t understand each other. Urgency.

Agency: Bottom-Line Boosters for Marketing Agencies to Adopt in the New Year


Email Marketing – Great email marketing campaigns involve creating multi-stage, automated campaigns to generate and nurture leads and keep current customers coming back for more. This strategy is usually a component of a larger, multi-channel campaign aimed at generating leads for sales teams. You want to know which marketing campaigns are the most effective.

How To Set Marketing Goals, A Management Guide To Revenue Generation


For each stage you’ll want to know the ROI or dollar efficiency, i.e. how much do you get with for $1 in spend for a lead, opportunity and customer? For leads, we use U-Shaped attribution model which distributes credit for anonymous First Touch and Lead Create touch. You should focus on the campaigns and channels associated with the Opportunity Created Touch.

Content2Conversion 2016 - My B2B Marketing Utopia


Multi-touch Demand Generation. As our Tuesday continued, next up on my list was going to see SnapApp’s very own Director of Marketing, Vanessa Porter , discuss “ How to Build a Multi-Touch DemandGen Campaign using Interactive Content.” She broke the conversation up into content, acquisition, engagement, and her favorite topic – ROI !

How Video Marketing Killed the Viral Star…

CMO Essentials

We’re not getting the full ROI unless we have a viral video! ”. As the top pressure reported by 65% of video marketers is to fuel multi-touch, nurture-based marketing campaigns with enough content, the research reflects the importance of having a system of marketing programs that videos can already fit into. Or. “ The board doesn’t think we have enough awareness.

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B2B Marketing Automation: Crawl, Walk, Run, Win

Sales Lead Insights

You can start simply, building the sophistication of your marketing automation campaigns as you go. Crawl: Focus first on building a strong foundation for your marketing automation campaigns. WALK: Integrate Campaigning. Step 1: Build Multi-Touch Campaigns. Build a multi-touch campaign with one or more touches per buying-cycle step.

What Is Account-Based Marketing (ABM) and Is It Right for You?

Modern B2B Marketing

Instead of leveraging a set of broad-reaching programs designed to touch the largest possible number of prospective customers, an ABM strategy focuses marketing and sales resources on a defined set of targeted accounts and employs personalized campaigns designed to resonate with each individual account. Benefit 1: Clear ROI. Step 5: Execute Targeted & Coordinated Campaigns.

9 Reasons B2B Sales Teams Are Huge Fans of Marketing Attribution


Its multi-touch capabilities that track campaigns and buyers journeys from beginning to end are all the rage in the B2B marketing space. B2B marketing attribution can provide true first-touch attribution data on a lead’s initial exposure to a company’s offering, which provides a clear beginning to their buying journey. And we’ll let the sales team tell their own story.

Six B2B Marketing Tools to Put on Your Wish List


We’ve compiled a list to help you: monitor audience engagement; understand trends in content; see how your site is viewed by search engines and how visitors interact with your content; monitor your marketing ROI, and; personalize web experiences by target account. You can promote messaging, content and CTAs across multiple channels to unify your campaigns and extend your marketing-automation campaigns to website and other corporate channels. You can use it to: Compare marketing channel performance (single vs. multi-touch). Google Search Console. TrackMaven.

B2B Lead Generation: Are You Killing the Golden Goose?


Our experience is that companies are killing the golden goose by focusing too much time and money on inbound marketing campaigns (and technology) and not enough time and money on outbound marketing and nurture campaigns. No Response means we completed a multi-touch, multi-media touch cycle without reaching the prospect or their reaching back out to us.

March Madness: Why Brackets Are Powerful Marketing Content


Brackets can be very powerful multi-touch content campaigns that can boost customer engagement, gain new leads, and spread brand awareness. Within 2 weeks, that lead had closed into a new account that paid for the entire MIP campaign. Not only was that amazing from an ROI perspective, the sales cycle is normally anywhere from 6 to 12 months. Ready for the madness?