• CONTENT MARKETING INSTITUTE  |  THURSDAY, NOVEMBER 16, 2017
    [Campaign, Multi-Touch] Why Marketers Need to Think Like Data Scientists (And How to Do It)
    If you walk into a meeting in a next-generation data-driven organization and announce, ‘I think this campaign is going to work,’ you could risk being humiliated in front of your colleagues and asked to leave the room.”. To prove that the content you produce helps generate revenue, work with a data scientist to build an algorithmic multi-touch content-attribution model. And map that success into a multi-touch content-attribution model.
  • BIZIBLE  |  WEDNESDAY, NOVEMBER 1, 2017
    [Campaign, Multi-Touch] How To Launch An Account-Based Marketing Program From Scratch
    By researching accounts in terms of account personas you can understand whether you are ready to launch an ABM campaign. This can include doing LinkedIn research on the target audience and adding them to a campaign or workflow inside your CRM or marketing automation platform. A channel list: List the channels where the ABM plays will touch, this will be helpful for tracking and measuring success.
  • BIZIBLE  |  MONDAY, OCTOBER 30, 2017
    [Campaign, Multi-Touch] B2B Marketing Attribution Models: Who's Using What and Why? [NEW STATS]
    The model that a marketing team chooses affects how they assess their campaigns, report their results, and show their contribution to their organization’s bottom line. Types of attribution models: single-touch and multi-touch. Single-touch attribution models attribute all revenue credit for a sale, deal, or customer to a single touchpoint along the buying journey. of respondents use single-touch models while 28.8% use multi-touch models.
  • BIZIBLE  |  THURSDAY, OCTOBER 26, 2017
    [Campaign, Multi-Touch] How To Map Your Marketing Operations Competencies
    Marketing operations (MO) is the unsung hero when it comes to enabling marketing teams to execute their campaigns and programs. As we get more advanced, we start to see predictive analytics tools, like Revenue Planning , and proficiency in advanced measurement and reporting technologies like multi-touch marketing attribution.
  • THE LEAD AGENCY  |  MONDAY, OCTOBER 23, 2017
    [Campaign, Multi-Touch] B2B Marketing Attribution – How Single Source Attribution Is Hurting Your Business
    Measuring the success of your campaigns by revenue, sales statistics or engagement metrics alone is no longer a relevant way to evaluate your marketing activities. The theory is that marketing attribution can help determine what campaigns are effective in generating quality leads for the business. The 2015 State of Pipeline Marketing Report found, “marketers who reported ROIs greater than 1.5x Single Touch Attribution Models. Multi-Touch Attribution Models.
  • EMEDIA  |  FRIDAY, OCTOBER 6, 2017
    [Campaign, Multi-Touch] NEWS DIGEST: 4 Demand Gen Essentials As We Enter Q4
    Half of B2B marketers have at least tested multi-touch attribution models. In this month’s newsletter we feature resources that will help you gain value from analytics, and include tips from Slashdot’s Michael Krieger on how to select content and media channels for your best campaign ROI. It’s almost 2018. Marketing automation has reached 55% market saturation (from Emailmonday).
  • BIZIBLE  |  THURSDAY, SEPTEMBER 21, 2017
    [Campaign, Multi-Touch] How To Use Marketing Attribution Data In Your Next Board Meeting
    Marketing executives can use multi-touch attribution and first-touch tracking to report the following critical metrics. Pipeline and sales opportunities generated by channel (multi-touch attribution model). Leads generated by channel (Multi-touch attribution model). Revenue by channel (multi-touch attribution). What was the strategy, ROI or revenue goal, and the actuals? Marketing Analytics B2B Marketing marketing ROI
  • VIEWPOINT  |  MONDAY, JULY 24, 2017
    [Campaign, Multi-Touch] Scheduling an Appointment With an "Uncloseable"
    To demonstrate, take a look at the touch summary for the “uncloseable” that our competitor identified: Date Stamp. Notice we used a multi-touch (18 touchpoints over approximately one month) cadence and utilized multi-media (calls, voicemails, emails) to get this prospect converted to a sales-qualified lead for our client. All the details about the number and type of touches and each disposition is reported to the client.
  • KEO MARKETING  |  THURSDAY, JULY 6, 2017
    [Campaign, Multi-Touch] Ways to Measure Marketing Performance
    Measuring marketing ROI is hard. We know it takes multiple touches to convert a lead into a sale. Who is to say factors outside your marketing strategies like an upturn in the economy impact the return on investment (ROI) of a particular marketing campaign? Here are four simple methods using marketing analytics to measure marketing ROI. Single attribution like first or last touch. Multi-touch attribution. to each touch.
  • CONTENTLY  |  THURSDAY, JUNE 29, 2017
    [Campaign, Multi-Touch] Ask a Content Strategist: How Do You Use Articles to Influence B2B Leads?
    Welcome to a special Fourth of July edition of Ask a Content Strategist, where I finally answer the question: What’s the ROI of wearing an American Flag romper all weekend in the Hamptons? I think this is a valid strategy, but if you’re going to do it, you want to hit them with mid-funnel content (case studies, ROI calculators, etc.), This is a pretty simplistic explanation of one way to think about multi-touch attribution.
  • SNAPAPP  |  FRIDAY, JUNE 2, 2017
    [Campaign, Multi-Touch] 101 Ridiculously Effective Ways to Use Interactive Content in Your Marketing Today
    Marketing teams adopting an interactive content strategy are seeing higher conversion rates , increased engagement, better quality leads , and a huge impact on ROI. . General Campaigns (microsites, customer marketing, resource gallery, miscellaneous ideas, etc.). . Turn an ugly, Excel-based ROI calculator into an on-brand, user friendly tool. An ROI calculator lets users put in their own variables and get a custom result that’s easily shared. . .
  • MODERN MARKETING  |  TUESDAY, MAY 30, 2017
    [Campaign, Multi-Touch] AgilOne’s Customer Data Platform Enhances Oracle Marketing Cloud: Three Integration Highlights
    AgilOne provides bidirectional connectors for ESPs in order to enable hyper-personalized email marketing, and better orchestration of email as part of cross-channel campaigns. Send segmented audience lists, along with personalized content based and enriched omni-channel single view of customer, to Oracle Responsys and engage customers via hyper-targeted and personalized campaigns. can also be used in better targeting and personalization of the display campaigns.
  • CONTENTLY  |  THURSDAY, APRIL 13, 2017
    [Campaign, Multi-Touch] This One Lead Gen Metric Will Help You Show Marketing ROI
    While multi-touch attribution is the most accurate approach to demonstrating content marketing ROI , there’s a simpler metric that can get you started: leads influenced. It’s one of the metrics that we bake right into our analytics platform , and helps us optimize our distribution strategy to ensure that content pieces that generate a lot of leads get prioritized in both our paid and organic campaigns. ROI Featured lead gen lead generation
  • BIZIBLE  |  TUESDAY, APRIL 11, 2017
    [Campaign, Multi-Touch] 12 Marketo Summit 2017 Sessions You Should Attend
    In this session, you will learn: The appropriate metrics for each stage of the buyer’s journey, What Multi-touch and First touch attribution mean, How Marketo uses attribution to tie marketing programs to revenue and pipeline, How to start leveraging the wealth of data in Marketo to improve ROI. In this session you will learn: How to determine what content and campaigns you need to truly engage with your audiences.
  • CHIEFMARTECH  |  WEDNESDAY, APRIL 5, 2017
    [Campaign, Multi-Touch] THE HACKIES: Pairing multi-channel attribution with lead scoring to improve marketing ROI
    DNN Corp invested in the martech space in 2016 to build our marketing technology stack around predictive analytics and multi-touch attribution to efficiently and effectively execute marketing activities. We use intent signals to determine when and how to communicate with prospects from first touch to transaction, and we focus on the most valuable buyers. Our Strategy — Blending Multi-Channel Attribution and Lead Scoring.
  • MODERN MARKETING  |  FRIDAY, MARCH 31, 2017
    [Campaign, Multi-Touch] The (Unwelcome) Death Knell of First and Last Attribution
    First and last touch attribution is quickly dying. Figuring out how to attribute performance to an asset or campaign is a tricky subject for marketers. In the olden days we had to decide which one-touch attribution we would use – first touch was when a new lead was created and last touch was right before we passed the lead to the sales team. We could pull them up and present to management the ROI of any given marketing campaign.
  • MODERN B2B MARKETING  |  MONDAY, MARCH 27, 2017
    [Campaign, Multi-Touch] How to Scale Your Marketing Strategy Without Sacrificing Engagement
    To keep pace with the proliferation of new touchpoints, marketers need a scalable strategy for managing programs and tracking revenue that tips the balance of campaign cost vs. results in their favor. While you may be able to justify net-negative ROI in the short run, your marketing efforts need to result in positive ROI in the long run. You should measure your campaign performance based on two factors: Did your efforts produce the desired outcomes?
  • BIZIBLE  |  MONDAY, FEBRUARY 20, 2017
    [Campaign, Multi-Touch] 82% of CMOs Have Goals that Align with Revenue Targets — A Discussion on Marketing Performance Management with a Forrester Analyst [Video]
    Where does multi-touch marketing measurement fit and what are the benefits? She recently discussed her research and perspective on the marketing performance management space, including Bizible’s role as a multi-touch marketing measurement and insight solution. They can make immediate adjustments to campaigns-in-progress, shifting budget from low-performing to high-performing campaigns for considerable collective impact.
  • BIZIBLE  |  FRIDAY, JANUARY 27, 2017
    [Campaign, Multi-Touch] The High ROI of Attribution: A Total Economic Impact™ Study by Forrester Consulting on Behalf of Bizible [Infographic]
    B2B marketing attribution is an established piece of martech in today’s technology landscape, but marketers are left wondering about the comprehensive ROI of an attribution solution. Here’s what we discovered about the ROI of Bizible’s attribution solution. This high ROI value demonstrates Bizible’s ability to give marketers the data they need to make informed decisions that optimize spend, eliminate waste, and move the company toward their KPIs.
  • MODERN B2B MARKETING  |  FRIDAY, JANUARY 20, 2017
    [Campaign, Multi-Touch] 5 Steps to Kickstart Your Account-Based Marketing Program
    Once you have this rich contact information, use a multi-touch cadence across multiple channels to personalize your communications. Research and advisory firm TOPO recommends eight to 10 touches per prospect in a short timeframe, such as two to four weeks. Along with rudimentary ROI metrics , such as qualified opportunity pipeline created and closed/won-lost ratio, examples of ABM-centric metrics may include: Conversion rates based on channel to weigh effectiveness.
  • SNAPAPP  |  THURSDAY, JANUARY 19, 2017
    [Campaign, Multi-Touch] How Many Touchpoints Are in a Typical Campaign?
    How Many Touchpoints Are in a Typical Campaign? Think about a typical campaign with a long-form content asset like a white paper. Many content campaigns neglect the ad (touchpoint #1) and the secondary CTA on the thank-you page (touchpoint #3). Creating more touchpoints for each content campaign is a good practice for three reasons: More chances to make a connection. An ROI calculator.
  • SNAPAPP  |  THURSDAY, JANUARY 19, 2017
    [Campaign, Multi-Touch] How Many Touchpoints Are in a Typical Campaign?
    How Many Touchpoints Are in a Typical Campaign? Think about a typical campaign with a long-form content asset like a white paper. Many content campaigns neglect the ad (touchpoint #1) and the secondary CTA on the thank-you page (touchpoint #3). Creating more touchpoints for each content campaign is a good practice for three reasons: More chances to make a connection. An ROI calculator.
  • BIZIBLE  |  TUESDAY, JANUARY 17, 2017
    [Campaign, Multi-Touch] Bizible Introduces Facebook Ads Integration Making Media Optimization Easy for B2B Marketers
    At Bizible, we believe in helping marketing teams make the best decisions and our leading automated multi-touch attribution solution is already being leveraged by over 250 brands such as Optimizely, Avalara, and OpenColleges to do just that. With this integration, you can optimize for the future with forecasted revenue and ROI data, see new metrics like cost per lead, opportunity, or customer, and slice reporting not only by campaign, but by creative as well.
  • MODERN B2B MARKETING  |  THURSDAY, DECEMBER 22, 2016
    [Campaign, Multi-Touch] The PPC Attribution Carnival: Finding Your Way Through the Maze [Gifographic]
    Navigating through the analytics behind your pay-per-click (PPC) campaigns can sometimes feel like a maze. Understanding your campaign’s attribution modeling and analytics can help you uncover the right answers when you’re trying to answer questions like: Which keyword should I give credit to? Once you have those important details, you can start investing more effort and budget into the parts of your campaigns responsible for bringing in the most ROI.
  • ACT-ON  |  THURSDAY, DECEMBER 15, 2016
    [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. First touch, last touch, and multi-touch are common attribution models. With last-touch, the phone call gets all the credit.
  • 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. At the same time, the platform is developing and adding features, which has affected how B2B marketers are able to do things like target ads to specific audiences, target different parts of the funnel, as well as measure campaign performance. What are your campaigns that target the top of the funnel? What about middle of the funnel campaigns that nurture leads?
  • 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. And marketers are less confident in their marketing data as the sophistication of their attribution models declines, namely using single touch or no model at all. Marketing data appears to be an obvious concept.
  • 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. Understanding the revenue impact that your LinkedIn ads have on prospects -- if you want it to be accurate -- must be put in context with the other touches in the customer journey.
  • 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. These are unnecessary budget siphons that fly under the radar because there isn’t a comprehensive system that could evaluate channel and campaign effectiveness at the touchpoint level.
  • 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. Many campaigns, channels, or media have a longer term impact on true business outcomes that we can even measure.
  • 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. Because attribution tracks all prospects and leads across all channels, it’s easy to filter attribution data to show 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. On the other hand, late-stage metrics focus on the long-term value and indicate the return on investment (ROI) from your programs–for example, the number of sales opportunities created, pipeline generated from open opportunities, and revenue won. First-Touch and Multi-Touch Metrics.
  • BIZIBLE  |  WEDNESDAY, OCTOBER 5, 2016
    [Campaign, Multi-Touch] 7 Benefits of Attribution Realized by B2B Marketers
    2] Channel and campaign performance measurement. Because of the increased visibility into the pipeline journey that prospects take, marketers are also able to see which channels, programs, and campaigns were most effective within those buying journeys. Kris explained , “We have learned some campaigns or channels were effective in influencing pipeline at first touch and how it was different from what was effective in influencing touch-points downstream like opportunity creation.”.
  • 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. The fewer amount of days it takes an account to go from first-touch to closed deal, the more your ABM is working.
  • 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. Voices Ask a Content Guy Content Attribution Content Monetization Content ROI Content Strategy
  • 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. The architecture of Marketo RCA requires users to define what “responded” means for each campaign and this definition varies from channel to channel.
  • 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). So when you measure the revenue impact and ROI of webinars, you need to measure it like content. Drumroll) And your ROI is…. Are they delivering high ROI?
  • 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. The reason for this distinction is because the campaigns that you run for new business acquisition are most likely different than the campaigns you run for customer advocacy and retention, and you’ll want to run metrics across the modelers individually for the two groups.
  • 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. A 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. Here are 4 mistakes that paid media marketers make when calculating ROI, as well as what to look out for and how to fix them.
  • 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. What is multi-touch attribution? Multi-touch attribution is best described in contrast to its counterpart, single-touch attribution.
  • 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. Multi-touch, omni-channel marketing attribution will accurately measure the success of your event, along with all other online and offline campaigns, so you know what’s working or not.
  • 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. This could be the very first touch, the touch that led to the lead conversion, the opportunity conversion touch, or the closed won or lost touch. They give 100% of the credit to that single touch. Multi-touch attribution modeling is the next step.
  • 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? Essentially, if your marketing org is doing more than email, organic, direct, and events, you would greatly benefit from multi-touch attribution.
  • 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. If you took it a step further and judged the campaigns based on CPL, you would also think that Campaign B performed better ($50 CPL compared to $100 CPL).
  • 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. Our approach was to build a great database (of 803 hospitals) and use a multi-touch, multi-media and multi-cycle process to have discussions with the specific desired contact and multiply results for our client.
  • 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. From the insights you gain from each investment, you can then adjust your understanding of your budget based on individual ROI metrics from campaigns.
  • 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. That way, you can say the exact amount of revenue that was generated from the blog, or by a specific marketing channel, or by a specific campaign, etc. Positive 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. How do we accurately calculate revenue-based marketing ROI? This is referred to as weighted, fractional, or multi-touch attribution modeling.
  • 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. The difficulty comes in the ability to accurately forecast and set a budget that’s high enough for your team to reach its goals, but not so high that you achieve less ROI. This means determining the success of marketing performance comes down to how much revenue each campaign is driving.
  • 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. Through a multi-touch attribution solution, marketing activities can receive revenue credit no matter where it impacts the funnel. If you’re a B2B marketer, you are more than likely familiar with the buyer 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. 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. The Bottom Line: SEO Conversions and ROI.
  • 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. Here’s an example of a campaign that began as a test, but because the data showed its positive impact on revenue and ROI, has developed into a key component of our LinkedIn strategy. LinkedIn has become one of the most effective B2B marketing channels.
  • 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. We’re all creatures of habit, but when it comes to certain marketing practices, we’re better at leaving the old behind and taking up with the new.
  • 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. We’re all creatures of habit, but when it comes to certain marketing practices, we’re better at leaving the old behind and taking up with the new.
  • 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?” 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. Now, let’s explore how to measure the ROI of B2B social campaigns with multi-touch attribution: 1. 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. First-touch attribution tracks if a content asset is the first marketing activity that brought a new lead into your system. So ask yourself: How are you increasing your content ROI?
  • 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. Why is Multi-Touch Lead Engagement Important Today? Multi-channel customers spend 3x – 4x more than single channel customers.
  • 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. Why is Multi-Touch Lead Engagement Important Today? Multi-channel customers spend 3x – 4x more than single channel customers.
  • 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. Using a single touch attribution model to measure performance will make some channels look like they are performing better than they actually are, or worse than they actually are.
  • 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. We then timed our outbound campaign (email and call sequence) to coincide when the boxes arrived on our special recipients’ desks. So from a measurement perspective, we added each of the recipients to a campaign (offline marketing attribution!)
  • 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.”. To get a complete understanding of how far her marketing dollar stretches” -- this is essentially marketing ROI. 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. Confident Campaigns for Confident Marketers. Try an ROI calculator. At C2C, I gave an entire talk about creating these kinds of campaigns using interactive content.
  • 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. Confident Campaigns for Confident Marketers. Try an ROI calculator. At C2C, I gave an entire talk about creating these kinds of campaigns using interactive content. .
  • 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. Not only was that amazing from an ROI perspective, the sales cycle is normally anywhere from 6 to 12 months. Ready for the madness?
  • 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. Not only was that amazing from an ROI perspective, the sales cycle is normally anywhere from 6 to 12 months. Ready for the madness?
  • 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.” ” In this behind the scenes session, Vanessa discussed how SnapApp turned one white paper into a 17 week campaign.
  • 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.” . In this behind the scenes session, Vanessa discussed how SnapApp turned one white paper into a 17 week campaign. She broke the conversation up into content, acquisition, engagement, and her favorite topic – ROI !
  • 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. 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. 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. A multi-touch B2B attribution program compiles all of its data in one system -- the CRM.
  • 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. In an unweighted, multi-touch model, each of the six touches is awarded an equal $20,000 share of influence. All of those touches played a role.
  • 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. In an unweighted, multi-touch model, each of the six touches is awarded an equal $20,000 share of influence. All of those touches played a role.
  • 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. In an unweighted, multi-touch model, each of the six touches is awarded an equal $20,000 share of influence. All of those touches played a role.
  • BIZIBLE  |  THURSDAY, JANUARY 21, 2016
    [Campaign, Multi-Touch] 13 Reasons To Implement B2B Marketing Attribution Right Now
    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. For example, attribution could show you CMOs are typically the lead creation touch, the marketing operations manager is the opportunity creation and the CEO is the one who makes the purchase. 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. Newbies: Get the platform set up and then launch one or two minor, controlled campaigns to start. You want to know which marketing campaigns are the most effective.
  • 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. Single-touch models only assign credit to one source. Multi-touch models assign revenue credit to multiple touchpoints along the marketing funnel.
  • 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. The next step for a marketing operations role is to find a multi-touch marketing attribution solution.
  • 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. 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.
  • 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. At the end of the day, the project drove huge results for HCSS – a single sale generated from the contest more than paid for the entire campaign. Read on to get the low-down on the best practices HCSS used to plan and execute their biggest marketing campaign ever.
  • 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. 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?
    I 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. First-Touch Attribution: Attributing the pipeline contribution to the first touch point of the opportunity.
  • 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. And there is no doubt that optimizing your campaigns with individualized messages for each account will result in better campaign performance than a generalized approach.
  • 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. First touch, last touch, and multi-touch are common attribution models. With last-touch, the phone call gets all the credit.
  • 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 not about the first “touch” that brings a prospect into the sales funnel, or the last “touch” before signing a deal. By tracking these metrics, and mapping them to your programs, you gain the quantitative data that shows marketing ROI.
  • 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. It’s not about the first “touch” that brings a prospect into the sales funnel, or the last “touch” before signing a deal. Flow: The Value of Every Touch Point.
  • 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. Having meaningful data on hand enables businesses to boost their ROI. 7. Determine Marketing ROI through Analytics.
  • 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. ” Take it one step further by using “a multi-touch attribution model to learn the ROI of social campaigns and compare that to other marketing channels.” Tag all your content and campaigns by topic.
  • 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]
    As a marketer, you have to start looking at how is your campaign going to work across those different channels,” says Atri Chatterjee, CMO of leading automation company Act-On Software. 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.
  • 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. 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. I hope you find this tutorial helpful when it comes to maximizing the impact of your content campaigns.
  • 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. Marketers struggle to find their content’s ROI for two reasons: 1) They don’t think about measurement upfront (during content creation) and then fail to create the right structure/framework to measure results. If you’re ready find your own content marketing ROI, here are a few tips to help you track that “Yeti” down: 1. Focus on decisions that improve ROI.
  • 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? This type of attribution results in skewed reporting, and if you base your future marketing campaigns off of your reporting (hopefully you do!),
  • 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. 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? The short answer: spend as much as delivers your threshold level of ROI.
  • 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. As we’ve recently discussed on the blog , consumers today are living in a multi-channel (or even omni ­channel) world and their relationships with brands need to develop on social, mobile, through email, on websites, and beyond.
  • 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 campaign. Campaign” is a militaristic word that focuses on the needs of the company, not the consumer. Too many marketers think of their campaigns like a gumball machine: drop a campaign in, customers are supposed to come out the other side.
  • 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? So, consider the difficulty of establishing the numbers that go into an ROI calculation in this kind of situation. (Photo credit: cambodia4kidsorg).
  • 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”). A lack of campaign ROI reporting is generally associated with a lack of “closed-loop reporting,” which connects Web analytics to CRM systems in order to show leads and customers generated from website visitors.
  • 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 divided multi-touch campaigns into four categories: inbound/outbound marketing, and online/offline marketing: Inbound marketing : Bringing people to you, engaging, and building a trusting relationship with them.
  • 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. Whether or not this is the correct number, the principle conveys an element of truth: every marketer knows it takes multiple touches to create a customer. First 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”. Develop customer relationships, automate marketing programs, measure marketing ROI. Landing Pages The landing page is an essential part of many marketing campaigns. CRM systems provide very basic campaign and program tracking. campaigns, landing pages, emails, reports).
  • 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. We also ran a campaign called “Facebook Decals”, which promoted a custom Facebook application that we created to give away cool Revenue Rockstar decals in exchange for a Like. Check out the Marketo Revenue Rockstar decal campaign.
  • MARKETING INSIDER GROUP  |  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. Utilizing the various tips above you can focus and personalize your campaigns on relevant topics for prospects and engage them at the right time in their sales cycle.
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