• 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
    3) “Campaign in the neck” —> continuous conversations. Unless you work for Apple, it’s safe to assume that your customers are not eagerly anticipating your next campaignCampaign” is a militaristic word that focuses on the needs of the company, not the consumer.  Ready for it? Marketing has changed a lot recently. Why Now?
  • 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.
  • INBOUND SALES NETWORK  |  THURSDAY, JANUARY 10, 2013
    [Campaign, Multi-Touch] New Year, New Budgets, New Problems?
    In regards to demand generation programs, that typically means going from, “Hey we should do some marketing automation, inbound marketing, or multi-touch email marketing!” The following are the three biggest challenges most companies face when implementing a new demand generation platform/campaign. to “ OK. The Bottom Line.
  • 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 keys to marketing automation ROI lie not in features but in strategy, collaboration, metrics, and the development of more sophisticated, multi-touch, triggered campaigns. 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
    If you use lower cost per touch marketing to handle most of the prospecting, nurturing and qualifying, and have your salespeople invest their precious time one-to-one with qualified prospects, demoing, proposing and closing, you’ll reduce your cost per sale and increase your sales results. Mac McIntosh. What do you recommend? Mac McIntosh.
  • FEARLESS COMPETITOR  |  WEDNESDAY, AUGUST 3, 2011
    [Campaign, Multi-Touch] B2B Demand Generation expert Mac McIntosh – Interviewed by Find New Customers
    If you use lower cost per touch marketing to handle most of the prospecting, nurturing and qualifying, and have your salespeople invest their precious time one-to-one with qualified prospects, demoing, proposing and closing, you’ll reduce your cost per sale and increase your sales results. Mac McIntosh. What do you recommend? Mac McIntosh.
  • 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 GROUP  |  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.
  • FUNNEL FOCUS  |  FRIDAY, OCTOBER 29, 2010
    [Campaign, Multi-Touch] Webinar: Social Media Integration into Marketing Campaigns – Does it Drive Leads?
    How do I integrate it into my next campaign? In this candid evaluation, I'm going to  examine my own successes and failures with social media in a recent, multi-touch marketing campaign featuring The Quintessential Marketing Automation Guidebook. The optimal number and frequency of touches for lead nurturing.
  • FIFTH GEAR ANALYTICS  |  TUESDAY, JULY 13, 2010
    [Campaign, Multi-Touch] Sophisticated Data Modeling and Analytics Lead to Better Marketing Metrics
    Marketing metrics focus on measuring, managing, and analyzing performance to maximize effectiveness and optimize marketing ROI. With the dramatic increase in multi-touch, multi-channel campaigns to understand the best communication mix, the interest in sophisticated modeling and analytics has increased significantly.
  • 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. We spend our time deleting emails rather than opening them.
  • 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. see teams that make the shift being better able to compete on a campaign-by-campaign level, better satisfy sales team needs and ultimately being able to drive more pipeline opportunities. 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.
  • MARKETING INTERACTIONS  |  THURSDAY, MAY 29, 2008
    [Campaign, Multi-Touch] Are your words the ones your customers use? - Marketing Interactions
    There is a such a richness in the multi-touch-point data, that most solutions providers have not yet harnessed the true potential of the information. It's not yet the words that customer use but the topics they have in mind and can be leverage in a marketing campaign. Have you ever listened to the way people talk?
  • 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? " I agree.
  • MARKETING INTERACTIONS  |  MONDAY, SEPTEMBER 24, 2007
    [Campaign, Multi-Touch] Tech Target Online ROI Summit - Part III - Marketing Interactions
    He says instead to look at cost per sale, cost per marketing touch, relative share of leads on audience and lead prioritization - to focus on the most receptive leads. Expand Your Influence - Deepen Account Penetration, Different messages for different audiences, Constant multi-touch campaigns. Please try again.
 

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