• KOMARKETING ASSOCIATES  |  TUESDAY, DECEMBER 6, 2016
    [Campaign, Multi-Touch] How B2B Companies Are Using LinkedIn Marketing Ad Campaigns [Interview]
    Additionally, 70 percent have invested in LinkedIn marketing ad campaigns for demand generation purposes. By creating separate campaigns segmented by personas, marketers have the ability to measure performance separately, see how personas react to content, test different offers to personas to find best-fits, and optimize accordingly.
  • BIZIBLE  |  THURSDAY, NOVEMBER 17, 2016
    [Campaign, Multi-Touch] Marketing Data: What It Is And How It Affects Marketing Performance
    This post will also explore connections between marketing effectiveness, ROI and marketing technologies used by today’s digital marketers. Marketers are more likely to be very confident in their marketing data when they use a multi-touch attribution model. Here’s a chart showing core marketing technology stacks by marketing ROI.
  • BIZIBLE  |  THURSDAY, NOVEMBER 10, 2016
    [Campaign, Multi-Touch] How to Tie Your LinkedIn Ads to Revenue
    LinkedIn, to their credit, has also taken measures to help marketers understand the performance of their campaigns. Running with multi-touch attribution. In B2B customer journeys, there are often dozens of touchpoints from the first touch to the purchase. This requires multi-touch attribution.
  • BIZIBLE  |  FRIDAY, NOVEMBER 4, 2016
    [Campaign, Multi-Touch] Account-Based Marketing Budget Approval [And How To Get It]
    Multi-touch attribution tracking that organizes touchpoints by account. However, calculating marketing ROI can be a fuzzy task if you’re not equipped with the martech solutions that make accurate calculations possible. Most companies don’t make a complete switch overnight. Turtle or hare? Lead-to-account mapping inside the CRM.
  • CHIEFMARTECH  |  SUNDAY, OCTOBER 30, 2016
    [Campaign, Multi-Touch] Analytics CEO makes a passionate case against marketing attribution
    Cross-channel attribution (or “multi-touch attribution”) became a popular concept at the time when web analytics had just completed its journey from IT to the marketing department (circa 2008). This would allow us to stop giving undeserved credit to the last or first campaign or touchpoint logged in the chosen system of record.
  • BIZIBLE  |  TUESDAY, OCTOBER 25, 2016
    [Campaign, Multi-Touch] Measure ROI on "Hardest to Track" B2B Marketing Channels [Using Attribution]
    It stands to reason that, for a martech solution with this capability, it would be relatively simple to measure ROI from these “harder to track” channels. If marketers are unable to link the attendees of a webinar to up-funnel ads or down-funnel conversions, it’s almost impossible to accurately assess the ROI of a webinar.
  • MODERN B2B MARKETING  |  WEDNESDAY, OCTOBER 19, 2016
    [Campaign, Multi-Touch] Back to Basics: Tips and Tricks for Demand Generation Success
    Maybe you’ve been working in demand generation for several years or you collaborate with the team on cross-channels campaigns. First-Touch and Multi-Touch Metrics. The overall scope of these metrics can be broken down into either first-touch (FT) metrics or multi-touch (MT) metrics.
  • BIZIBLE  |  WEDNESDAY, OCTOBER 5, 2016
    [Campaign, Multi-Touch] 7 Benefits of Attribution Realized by B2B Marketers
    Russell corroborated this point, saying, “It provides data and analysis for how marketing and outbound efforts are affecting the whole purchasing process (either until the opportunity is created or even until the deal is closed).”. [2] Channel and campaign performance measurement. Attribution] is that system.”.
  • BIZIBLE  |  WEDNESDAY, SEPTEMBER 28, 2016
    [Campaign, Multi-Touch] What is Account-Based Marketing? Everything You Need to Know
    What channels and campaigns had an impact on the closed deal? What channels or campaigns have you used to try and engage these accounts? Building and executing on an account-based marketing strategy is a great start, but the last step to complete ABM implementation at your organization is to track and measure ROI and revenue.
  • CONTENTLY  |  WEDNESDAY, SEPTEMBER 28, 2016
    [Campaign, Multi-Touch] Ask a Content Guy: How Do I Monetize My Content Marketing?
    Usually, content monetization falls into three stages: Attribution: The point at which you can effectively calculate hard ROI for your content marketing. Here’s the multi-touch one we use.) Remember, though, that direct revenue is just the bull’s-eye in the five rings of content marketing ROI. Monetization!
  • BIZIBLE  |  TUESDAY, SEPTEMBER 27, 2016
    [Campaign, Multi-Touch] How To Decide Whether Marketo RCA Is Right For You
    Marketo Revenue Cycle Analytics (RCA) is a set of reporting tools that helps marketers analyze their campaigns (i.e. If you are reporting on the performance of email campaigns or doing simple, single-touch marketing attribution then the reporting capabilities from Marketo RCA will fit your needs. Marketo RCA)? Conclusion.
  • BIZIBLE  |  MONDAY, SEPTEMBER 26, 2016
    [Campaign, Multi-Touch] How to Measure the Revenue Impact and ROI of Webinars
    However, according to a report by Millward Brown (gated), when it comes to measuring ROI, webinars are the most difficult channel for marketers. Furthermore, 74% of the marketing executives surveyed also said that they would invest more money if it were easier to measure the ROI (and presumably, it was positive). Here’s how to do it.
  • MODERN B2B MARKETING  |  WEDNESDAY, SEPTEMBER 21, 2016
    [Campaign, Multi-Touch] 3 Steps Towards Becoming a Data-Driven B2B Marketer [Ebook]
    Putting together a framework to understand your buyer’s journey is crucial for understanding how your marketing efforts can drive more leads to purchase and ultimately increase ROI. For example, we set up a modeler for understanding lead flow through our nurture campaigns. Reporting can certainly help prove ROI.
  • BIZIBLE  |  MONDAY, SEPTEMBER 19, 2016
    [Campaign, Multi-Touch] 4 Mistakes Paid Media Marketers Make When Calculating ROI.And How To Fix Them
    With the right tools, the general concept of calculating the ROI of paid media is pretty simple. multi-touch attribution solution will tell you how much revenue is generated by paid media overall, as well as by specifics, like by campaigns, keywords, ads, etc. You can read more about calculating paid media ROI here.
  • BIZIBLE  |  WEDNESDAY, SEPTEMBER 14, 2016
    [Campaign, Multi-Touch] Multi-Touch Attribution, A Full User Debrief
    Multi-touch attribution is a martech function of an advanced attribution solution. But multi-touch attribution is broad topic that spans a plethora of models, integrations, and strategies. This is why we’ve written this full debrief that explains the details of multi-touch attribution to the letter. shaped.
  • BIZIBLE  |  FRIDAY, SEPTEMBER 9, 2016
    [Campaign, Multi-Touch] Field Marketing Is Really Just Sales
    Instead, using events as a bottom-of-funnel channel will help Sales close more deals and increase the ROI of your event spend. For us, we’ve found that an environment that combines current customers with target prospects, and our sales team or C-suite, delivers a high ROI. Events and conferences are a huge part of B2B marketing.
  • BIZIBLE  |  WEDNESDAY, AUGUST 31, 2016
    [Campaign, Multi-Touch] Everything You Need To Know About Marketing Attribution
    Whether that’s proving the ROI of the new marketing technology that the team invested in or proving that the search ads are generating revenue, businesses want to know that their investments are paying off. They give 100% of the credit to that single touch. Multi-touch attribution modeling is the next step. Good question.)
  • BIZIBLE  |  FRIDAY, AUGUST 26, 2016
    [Campaign, Multi-Touch] CMO's Organizational Readiness Indicators for Multi-Touch Attribution
    Usually, this is due to the fact that their marketing org continues to use single-touch attribution models. How does a marketing leader know when their organization is ready to adopt a multi-touch attribution model across their marketing org? You want to accurately connect marketing to revenue. Organic. Social. Direct. Outbound.
  • BIZIBLE  |  MONDAY, AUGUST 22, 2016
    [Campaign, Multi-Touch] How To Measure Paid Media ROI (ROAS)
    Before we cover how to measure paid media ROI (or return on ad spend - ROAS), we’ll first discuss some other key paid media metrics. Through proper tagging (UTM parameters) or through ad network integrations, many B2B marketing analytics are able to track traffic from channels or campaigns and properly attribute lead generation.
  • VIEWPOINT  |  THURSDAY, AUGUST 18, 2016
    [Campaign, Multi-Touch] Marketing is More than Automation
    They discussed an intriguing idea – creating campaigns specifically tailored toward individual accounts. It is not that I am against marketing automation or other marketing technologies, it is just that I am for accountability and ROI. The rest, as they say, is history. Fast forward to 2016. Disturbing Trend. Let me ask you a question.
  • MODERN B2B MARKETING  |  TUESDAY, AUGUST 16, 2016
    [Campaign, Multi-Touch] A High-Level B2B Marketing Budget Breakdown
    Therefore, marketers have to devote time to determining  exactly how each marketing dollar will be spent so they can optimize the ROI. However, this can be hard if you’re just launching new campaigns for the first time and don’t have valuable historical data to rely on, especially if you’re venturing into a new channel. The
  • BIZIBLE  |  THURSDAY, AUGUST 11, 2016
    [Campaign, Multi-Touch] How To Get Budget Approval For Martech (Or, How To Not Lose Your Marketing Budget)
    The only way to get budget approval is to be able to demonstrate positive ROI. Being able to say exactly how much pipeline your $30,000 generated may be enough, assuming your pipeline multiplied by your expected win rate produces positive ROI. True ROI. Full-funnel, multi-touch attribution. Positive ROI.
  • ION INTERACTIVE  |  WEDNESDAY, AUGUST 10, 2016
    [Campaign, Multi-Touch] Solving The Challenge of Marketing ROI
    Surveys like this one show that measuring marketing ROI is the top concern for marketers and CMOs. That same study found that 71% of advertising campaigns fail to meet expectations. Solving the challenge of Marketing ROI does not have to be rocket science. Then use marketing-generated revenue to calculate overall Marketing ROI.
  • BIZIBLE  |  THURSDAY, JULY 28, 2016
    [Campaign, Multi-Touch] Why B2B Marketers Don’t Like Articles on Sales Alignment
    B2B marketers are constantly looking for ways to improve, optimize, and increase the ROI of the marketing they do all day, every day. Your people are different, your value proposition is different, your customers are different, your campaigns are different, and your KPIs are different. Talk more about ROI from marketing.
  • BIZIBLE  |  TUESDAY, JULY 12, 2016
    [Campaign, Multi-Touch] Marketing Performance Management: Tactics to Increase ROI
    Marketing Performance Management is the process of tracking marketing campaigns to evaluate performance, and then using that performance data to inform future budget decisions. This means determining the success of marketing performance comes down to how much revenue each campaign is driving. Budgeting. Production Goals. Measurement.
  • BIZIBLE  |  THURSDAY, JULY 7, 2016
    [Campaign, Multi-Touch] Why Taking A Full-Funnel Marketing Approach Is Critical
    Therefore, it will still include a ton of unqualified people in campaigns who may have just been casually browsing and clicking around your website. Furthermore, it feels like BOFU content has a higher and more direct impact on ROI. If you’re a B2B marketer, you are more than likely familiar with the buyer funnel. marketing funnel
  • MODERN B2B MARKETING  |  THURSDAY, JUNE 30, 2016
    [Campaign, Multi-Touch] Is Your SEO Actually Working? 3 Ways to Find Out
    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. The Bottom Line: SEO Conversions and ROI. Multi-touch attribution also needs to be considered, since every visit won’t convert—but every visit may lead to a conversion later.
  • BIZIBLE  |  THURSDAY, JUNE 23, 2016
    [Campaign, Multi-Touch] 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. It’s a very targeted campaign, sometimes being shown to just a couple thousand LinkedIn members. We used to, as well.
  • IKO-SYSTEMS  |  TUESDAY, JUNE 21, 2016
    [Campaign, Multi-Touch] Why Automated Email Engagement Should Be Part Of Your Sales Team
    The self-educated consumer of today has less of an impetus to buy unless they’re well and ready – hence the quality of drip inbound campaigns. But a nurturing campaign can starve your bottom line and leave salespeople fiendish for meaningful voices on the end of a call. Is it right for your business? Why is this Important?
  • IKO-SYSTEMS  |  TUESDAY, JUNE 21, 2016
    [Campaign, Multi-Touch] Why Automated Email Engagement Should Be Part Of Your Sales Team
    The self-educated consumer of today has less of an impetus to buy unless they’re well and ready – hence the quality of drip inbound campaigns. But a nurturing campaign can starve your bottom line and leave salespeople fiendish for meaningful voices on the end of a call. Is it right for your business? Why is this Important?
  • MODERN B2B MARKETING  |  TUESDAY, JUNE 21, 2016
    [Campaign, Multi-Touch] Attribution Matters: Demystifying Social ROI in 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.
  • CAPTORA  |  THURSDAY, JUNE 2, 2016
    [Campaign, Multi-Touch] 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. So ask yourself: How are you increasing your content ROI? What’s next?
  • IKO-SYSTEMS  |  MONDAY, MAY 2, 2016
    [Campaign, Multi-Touch] 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. This is part of business.”.
  • IKO-SYSTEMS  |  MONDAY, MAY 2, 2016
    [Campaign, Multi-Touch] 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. This is part of business.”.
  • BIZIBLE  |  WEDNESDAY, APRIL 6, 2016
    [Campaign, Multi-Touch] 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. A marketing goal is so much more than a target objective.
  • BIZIBLE  |  TUESDAY, APRIL 5, 2016
    [Campaign, Multi-Touch] 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. Here they are: Campaign Results. CMO Mailer Execution. Offline ABM Measurement. Learnings.
  • BIZIBLE  |  WEDNESDAY, MARCH 30, 2016
    [Campaign, Multi-Touch] 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.).
  • SNAPAPP  |  THURSDAY, FEBRUARY 25, 2016
    [Campaign, Multi-Touch] 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. Try an ROI calculator.
  • SNAPAPP  |  WEDNESDAY, FEBRUARY 24, 2016
    [Campaign, Multi-Touch] 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. Try an ROI calculator. AKA: SUSHI!!!
  • SNAPAPP  |  WEDNESDAY, FEBRUARY 24, 2016
    [Campaign, Multi-Touch] 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. Ready for the madness? And with March Madness comes brackets. . What are brackets?
  • SNAPAPP  |  WEDNESDAY, FEBRUARY 24, 2016
    [Campaign, Multi-Touch] 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. Ready for the madness? And with March Madness comes brackets. What are brackets? Jokes.
  • SNAPAPP  |  TUESDAY, FEBRUARY 23, 2016
    [Campaign, Multi-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.” “Overcoming fear is essential to moving forward.
  • SNAPAPP  |  MONDAY, FEBRUARY 22, 2016
    [Campaign, Multi-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.” . The location, the weather, the food… oh and of course, the content. .
  • MODERN B2B MARKETING  |  FRIDAY, FEBRUARY 19, 2016
    [Campaign, Multi-Touch] Measure the ROI of Digital Advertising Beyond Revenue Impact
    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. But first, you need to understand how you can effectively measure the ROI of digital advertising. .
  • BIZIBLE  |  THURSDAY, FEBRUARY 4, 2016
    [Campaign, Multi-Touch] 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.
  • LEANDATA  |  FRIDAY, JANUARY 29, 2016
    [Campaign, Multi-Touch] The Paradox of Multiple Attribution Models
    First-touch attribution. Last touch. Conversion touch. Multi-touch. There were six marketing touches. In a first-touch model, the entire $120,000 of credit goes to the initial person in an account who showed up on your radar. The same thing happens in the last-touch model. shaped. shaped.
  • BIZIBLE  |  THURSDAY, JANUARY 21, 2016
    [Campaign, Multi-Touch] 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.
  • ACT-ON  |  MONDAY, JANUARY 18, 2016
    [Campaign, Multi-Touch] 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. ROI Calculators.
  • BIZIBLE  |  WEDNESDAY, JANUARY 6, 2016
    [Campaign, Multi-Touch] [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. click to view larger). Email.
  • BIZIBLE  |  MONDAY, DECEMBER 14, 2015
    [Campaign, Multi-Touch] 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. And really, really excellent ones are few and far between.
  • 6SENSE  |  TUESDAY, DECEMBER 8, 2015
    [Campaign, Multi-Touch] 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. Here are six B2B companies we love here at 6sense. Google Search Console.
  • SNAPAPP  |  TUESDAY, NOVEMBER 24, 2015
    [Campaign, Multi-Touch] 5 Lessons From An Amazing B2B “March Madness” Campaign
    What does it actually take to launch an interactive marketing campaign? The team at Heavy Construction Systems Specialists (HCSS) didn’t shy away from the challenges of a multi-touch campaign. Read on to get the low-down on the best practices HCSS used to plan and execute their biggest marketing campaign ever. 1.
  • BIZIBLE  |  MONDAY, NOVEMBER 16, 2015
    [Campaign, Multi-Touch] 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.
  • MODERN B2B MARKETING  |  THURSDAY, SEPTEMBER 17, 2015
    [Campaign, Multi-Touch] Marketo Data Tells Us: What Can Marketers Learn from the Golden Ratio?
    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. What We’ve Learned.
  • MODERN B2B MARKETING  |  WEDNESDAY, SEPTEMBER 2, 2015
    [Campaign, Multi-Touch] What Is Account-Based Marketing (ABM) and Is It Right for You?
    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.
  • MARKETING ACTION  |  MONDAY, AUGUST 17, 2015
    [Campaign, Multi-Touch] 63 Digital Advertising Terms Every Marketer Should Know
    This information is then used to target audiences, understand consumer behavior, improve user experience and optimize advertising campaigns. Attribution : The goal of attribution is to identify which touch, of the many possible, is most (or partially) responsible for a conversion, so ROI can be calculated. CarMax banner ad.
  • CRIMSON MARKETING  |  WEDNESDAY, AUGUST 12, 2015
    [Campaign, Multi-Touch] Infographic: 4 Marketing Analytics That Matter For Driving Revenue
    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.
  • MODERN B2B MARKETING  |  TUESDAY, JULY 28, 2015
    [Campaign, Multi-Touch] 4 Marketing Analytics That Matter for Driving Higher Revenue
    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. By tracking these metrics and mapping them to your programs, you gain the quantitative data that shows marketing ROI.
  • CMO ESSENTIALS  |  THURSDAY, JULY 23, 2015
    [Campaign, Multi-Touch] How Video Marketing Killed the Viral Star…
    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.
  • MODERN B2B MARKETING  |  FRIDAY, APRIL 10, 2015
    [Campaign, Multi-Touch] Back to Basics: 7 Things Marketing Automation Software Can Do For Your Business
    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. Today, consumers have all the power.
  • CRIMSON MARKETING  |  FRIDAY, JANUARY 23, 2015
    [Campaign, Multi-Touch] Forget Vanity Metrics: How To Get Serious About Marketing Analytics
    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.
  • CRIMSON MARKETING  |  THURSDAY, JANUARY 15, 2015
    [Campaign, Multi-Touch] Atri Chatterjee, Act-On Software CMO: The Top Challenges Facing Integrated Demand Generation Marketers and How to Overcome Them [Podcast]
    Attribution solutions: Atri boils down a simple three-tier method to approaching the problem of simple, multi-channel and multi-touch attribution and speaks about the role of marketing automation software in managing the multi marketing channel challenge. Atri is responsible for all things marketing at the company.
  • HUBSPOT  |  WEDNESDAY, DECEMBER 3, 2014
    [Campaign, Multi-Touch] 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. hope you find this tutorial helpful when it comes to maximizing the impact of your content campaigns. TeamWeek.
  • MODERN B2B MARKETING  |  MONDAY, JULY 7, 2014
    [Campaign, Multi-Touch] Content Marketing Mysteries – How to Find Your ROI Yeti!
    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. Define your content goals.
  • MODERN B2B MARKETING  |  THURSDAY, MAY 29, 2014
    [Campaign, Multi-Touch] 4 Reporting Features You NEED in Marketing Automation
    Colors are used to indicate ROI, so this company has a much clearer picture of where they should be investing their marketing dollars. Do you have a clear understanding of which marketing campaigns are actually responsible for creating your opportunities? Marketing Program Investment. Now look at the webinar channel.
  • BIZNOLOGY  |  MONDAY, APRIL 28, 2014
    [Campaign, Multi-Touch] 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?) Plus, Michelle said she had other objectives in mind for this campaign other than leads.  But, in B2B, it’s not so simple. 3000).
  • MODERN B2B MARKETING  |  FRIDAY, APRIL 11, 2014
    [Campaign, Multi-Touch] Marketing Trend Watch: 2014 Planning Survey
    Running Multi-Channel Marketing Programs. We define programs as the individual activities – your email sends and paid programs, your physical and virtual events, your Pay-Per-Click ads, your social campaigns – that marketers plan to achieve their goals. What channels do you use most, and how do you determine their ROI?
  • MODERN B2B MARKETING  |  TUESDAY, APRIL 8, 2014
    [Campaign, Multi-Touch] Rise of the Marketing Platform
    But to tell a consistent, personalized story across all channels — the ones that exist now and the untold dozens that will continue to pop up from here on out (digital billboards that react as you walk by?) — we need a technology platform that brings it all together. 3) “Campaign in the neck” —> continuous conversations. Ready for it?
  • SALES PROSPECTING PERSPECTIVES  |  WEDNESDAY, MARCH 5, 2014
    [Campaign, Multi-Touch] Sales & Marketing Alignment: 3 Ways to Close the Gap
    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. Don’t understand each other.
  • BIZNOLOGY  |  FRIDAY, JANUARY 3, 2014
    [Campaign, Multi-Touch] 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? 
  • FATHOM  |  FRIDAY, MAY 10, 2013
    [Campaign, Multi-Touch] 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
  • MARKETING ACTION  |  TUESDAY, APRIL 9, 2013
    [Campaign, Multi-Touch] Go the Distance on a Shoestring Marketing Budget
    Multi-touch marketing. Cyndie recommends multi-touch marketing as a good campaign choice when working on your shoestring budget. Cyndie also provides a formula to measure profitability per vehicle, to help you identify the channel that delivered the strongest ROI for customer acquisition.
  • MODERN B2B MARKETING  |  THURSDAY, MARCH 14, 2013
    [Campaign, Multi-Touch] How to Measure the ROI of Your Marketing Programs
    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.  First Touch. Last Touch.
  • MODERN B2B MARKETING  |  THURSDAY, NOVEMBER 15, 2012
    [Campaign, Multi-Touch] Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)
    Salesforce recently rebranded their social marketing application as the Marketing Cloud, and their website says you can use their solutions to “optimize campaigns from lead to close, on every channel”. Similarly, Develop customer relationships, automate marketing programs, measure marketing ROI. Marketing Automation. Business Goal.
  • MODERN B2B MARKETING  |  THURSDAY, OCTOBER 4, 2012
    [Campaign, Multi-Touch] The ROI of Paid Social Media Ads
    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. Here’s what we’ve learned! SlideShare.
  • B2B MARKETING INSIDER  |  TUESDAY, AUGUST 21, 2012
    [Campaign, Multi-Touch] 4 Tips For Successful Demand Generation
    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.  Demand Generation
  • VIEWPOINT  |  TUESDAY, AUGUST 14, 2012
    [Campaign, Multi-Touch] 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. This is the first in a series of four blogs about B2B Lead Generation marketing and sales metrics, and proverbs.
  • MODERN B2B MARKETING  |  THURSDAY, JULY 12, 2012
    [Campaign, Multi-Touch] B2B Marketers’ Big Challenges: GlobalSpec’s Industrial Summit Recap
    Presentations centered around issues that we all face as marketers, such as: how to prove ROI, tips for succeeding in the social sphere, and guidelines to generate quality leads. by Jessica Langensand This week, we were invited to join GlobalSpec’s Industrial Marketing Digital Summit. Keynote: Proving Marketing’s Value to the CEO.
  • THE POINT  |  MONDAY, MAY 14, 2012
    [Campaign, Multi-Touch] New Report Confirms Immaturity of Most Marketing Automation Deployments
    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.
  • HUBSPOT  |  TUESDAY, MARCH 13, 2012
    [Campaign, Multi-Touch] How to Excel With the Most Underused Marketing Automation Features
    If you try to create a customized nurturing campaign for each, you will be quickly overwhelmed by all the options. Content Deficiencies: Many marketers don't have enough content at their disposal to keep lead nurturing campaigns interesting and relevant throughout the sales and marketing funnel. Campaign ROI Reporting.
  • FEARLESS COMPETITOR  |  TUESDAY, AUGUST 9, 2011
    [Campaign, Multi-Touch] B2B Demand Generation expert Mac McIntosh – Interviewed by Find New Customers
    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. Mac is also publisher of Sales Lead Report ® and B2BMarketing Technology Insights ™.
  • FEARLESS COMPETITOR  |  WEDNESDAY, AUGUST 3, 2011
    [Campaign, Multi-Touch] B2B Demand Generation expert Mac McIntosh – Interviewed by Find New Customers
    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. Mac is also publisher of Sales Lead Report ® and B2BMarketing Technology Insights ™.
  • SALES LEAD INSIGHTS  |  MONDAY, MAY 23, 2011
    [Campaign, Multi-Touch] B2B Marketing Automation: Crawl, Walk, Run, Win
    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. Step 2: Develop Lead-Stage Campaigns.
  • SALES LEAD INSIGHTS  |  WEDNESDAY, MAY 18, 2011
    [Campaign, Multi-Touch] Measuring and Managing Marketing ROI: An interview with Jim Lenskold
    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. Jim, how do you define ROI as it applies to marketing?
  • ANNUITAS  |  WEDNESDAY, FEBRUARY 16, 2011
    [Campaign, Multi-Touch] An Interview with Jonathan Block from SiriusDecisions
    TAG: Recent studies at the end of last year showed that B2B marketers are challenged to produce quality leads, measure ROI and generate enough leads.  Marketers must have a fair level of campaign management skill (particularly in the area of portfolio/multi-touch campaigns) to leverage a useful measure of a technology’s effectiveness.
  • IT'S ALL ABOUT REVENUE  |  FRIDAY, FEBRUARY 11, 2011
    [Campaign, Multi-Touch] 5 Tips For Sponsoring Virtual Events
    Keep momentum moving with rich multi-touch campaigns. Digital Marketing Champion Exhibition Services Content Marketing digital marketing Digital Marketing World Event Marketing event marketing strategy lead generation Lead Nurturing Market Research Media MarketingProfs online conferences online events ROI virtual events
  • DELICIOUS B2BMARKETING  |  MONDAY, NOVEMBER 8, 2010
    [Campaign, Multi-Touch] Building a ROMI Calculator
    To start, download Lenskold’s free Basic ROI Spreadsheet. Their Excel-based ROI spreadsheet provides all the needed components to quickly and accurately calculate marketing ROI for just about any marketing investment, as long as you can estimate the future stream of income and costs associated with your marketing program.
  • B2B MARKETING ONLINE  |  THURSDAY, MARCH 4, 2010
    [Campaign, Multi-Touch] Debate: Have bad practices led to email's demise as a prospecting tool?
    Whilst the 15 per cent who do interact in some way can generate some ROI, the potential negative impact on the remaining 85 per cent is often forgotten. YES – you must have an introduction before you can communicate effectively by email. By Ed Weatherall, managing director, Concep. feel this is no longer the case.
  • LEADSLOTH  |  TUESDAY, JANUARY 12, 2010
    [Campaign, Multi-Touch] Marketing Automation Trends for 2010
    These are the trends that are mentioned most often: Improved ROI & Reporting. With that said, I believe the overall trend towards accountability, measurement and marketing ROI will continue to pick up steam. 2009 was the year in which Marketing Automation really took off. The response was overwhelming: see below for all 18 (!)
  • SMASHMOUTH MARKETING  |  SUNDAY, JUNE 7, 2009
    [Campaign, Multi-Touch] MarketingProfs b2b Forum - The Sessions I'll Attend
    Been a busy few weeks with conferences. The CMO Club Summit and Sales 2.0 Conference were just a couple weeks ago, and this week is MarketingProfs b2b Forum in Boston. I'll be doing some live tweeting from the conference with hashtag #mpb2b , just like from the other two (you can look at conference tweets here: #cmoclub and here: #sales20 ). sales
  • SMASHMOUTH MARKETING  |  SUNDAY, JUNE 7, 2009
    [Campaign, Multi-Touch] MarketingProfs b2b Forum - The Sessions I'll Attend
    Putting Measurement into Action to Improve Leads, Conversions & ROI. Using a Multi-Touch Approach to Engaging and Nurturing Sales Prospects. Creative Rules for Integrated Campaigns that Get the Attention of Your Prospects. Been a busy few weeks with conferences. The CMO Club Summit and Sales 2.0 Email Workshop.
  • ANYTHING GOES MARKETING  |  SUNDAY, MAY 17, 2009
    [Campaign, Multi-Touch] Latest B2B Marketing Trends From SiriusDecisions Summit 09
    sds09 kdewitte27 : # sds09 Org's that have embraced a closed loop approach=+21% profit and +24% rev growth vs -6% and 0% for those that haven't (3 yr timeframe) amyblack : Deborah Nelson at HP says that her "best in class" roi target is $70 earned for every dollar spent. Unfortunately, I wasn’t able to go (not without trying!) Chad H.
  • B2B LEAD GENERATION BLOG  |  THURSDAY, FEBRUARY 28, 2008
    [Campaign, Multi-Touch] Lead Nurturing is about Relationships, not e-mails
    Carrying on the theme of my recent post on lead nurturing as trusted advisors with the human touch , I came across Mike Volpe's post over the HubSpot Marketing Blog. thought he did a nice job of showing the human touch in action as part of the lead nurturing process. Don't ever forget the human touch. It's about relationships.
  • B2B LEAD GENERATION BLOG  |  TUESDAY, OCTOBER 16, 2007
    [Campaign, Multi-Touch] Where's the passion in B2B marketing?
    In this age of automation, depersonalization, scoring and measurement, I'm not seeing the "human touch" in B2B marketing. Lead generation is a conversation, not a series of disjointed campaigns. So does every single touch after that. Don't ever forget the human touch. Our heart. What drives us? Customers for life.