• 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.
  • VIDYARD  |  MONDAY, SEPTEMBER 8, 2014
    [Campaign, Multi-Touch] Perfect Your Process: Proven Best Practices For Every Marketing Automation Admin
    To this I say: Think through the implications of everything marketing automation can touch. Here are my words of advice for making the most of marketing automation at a glance: Put data first Know Your systems Select integrations that help close the reporting loop on key mediums Lead Scoring: score on consumption of content Structure your campaigns to collect attribution data for ROI reports Create process visualizations Let’s look at each consideration individually… 1.
  • 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.
  • 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. No Response means we completed a multi-touch, multi-media touch cycle without reaching the prospect or their reaching back out to us.
  • 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. Be there at the right time : Use on-going, multi-touch campaigns to stay in-sight and in-mind, and increase the chance of being there when a prospect is ready to buy. by Jessica Langensand This week, we were invited to join GlobalSpec’s Industrial Marketing Digital Summit.
  • 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. 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.
  • 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. Once you have the right content and marketing offers to fuel your lead nurturing campaigns, map them to these different stages. Campaign ROI Reporting.
  • 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. Prospects require anywhere from three to 15 touches over an extended time period to nurture them from initial interest to conversion. 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. One of the studies surveyed B2B marketers concerning Lead Generation Measurements & ROI. Jim, how do you define ROI as it applies to marketing? B2B marketing ROI
  • 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. TAG: You recently wrote a piece about calculating the ROI of marketing automation platforms.
  • MODERN MARKETING  |  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 eventsby Jesse Noyes | Tweet this.
  • 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. Some marketers make the mistake in calculating marketing ROI by using pure Sales Revenue in the ROMI formula. Keep your ROI calculator simple.
  • 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. I 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. 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.
  • 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 ). Thank you to MarketingProfs and Anne Handley ( personal blog ) for what should be a stellar event.
  • 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 Conference were just a couple weeks ago, and this week is MarketingProfs b2b Forum in Boston.
  • 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. sds09 Channel Marketing jblock : Partners need guidance from their suppliers to run effective multi-touch campaigns.
  • B2B LEAD GENERATION  |  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. I 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. More ROI is reaped from the patient tending of future customers (relationships) over time. Lead nurturing is a conversation, not a series of disjointed campaigns.
  • B2B LEAD GENERATION  |  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. I believe the complex sale presents a set of unique sales and marketing problems that benefit by a shift away from the traditional lead generation mind-set to a new way of thinking centered on the following tenets: More ROI is reaped from the patient tending of potential customers (relationships) over time. So does every single touch after that.
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