Biznology

JANUARY 3, 2014

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?

Multi-Touch Attribution 80

Multi-Touch Attribution ROI Cost per Acquisition B2B Marketing 80

Biznology

APRIL 28, 2014

At the ClickZ Live 2014 conference in New York, Michelle Killebrew presented an interesting case study of an IBM campaign called Rethink Business. 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?

Budget Programs 80

Budget Programs Campaigns SMB Marketing Budget Creation 80

Biznology

FEBRUARY 19, 2014

For many SMBs with limited budgets, this can be difficult to sustain — especially if ground is gained slowly and ROI is nonexistent. Consider the following scenario: The above chart uses multi-channel funnels in Google Analytics. Last-touch” refers to the visit in which the customer actually bought. So what does that mean?

Top of Funnel 80

Top of Funnel SMB eCommerce Allocation 80