ViewPoint

Marketing is More than Automation

ViewPoint

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.

B2B Lead Generation: Are You Killing the Golden Goose?

ViewPoint

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.

Trending Sources

Scheduling an Appointment With an "Uncloseable"

ViewPoint

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.

Multi-Touch Attribution, A Full User Debrief

bizible

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. What is multi-touch attribution? Does multi-touch modeling (vs.

The Amazing Power Of Multi-touch Lead Engagement

IKO-Systems

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. Why is Multi-Touch Lead Engagement Important Today? Benefits of Multi-Touch Lead Engagement.

How big should your campaign budget be?

Biznology

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. The short answer: spend as much as delivers your threshold level of ROI.

How To Measure Paid Media ROI (ROAS)

bizible

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. 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).

ROAS 57

Attribution Matters: Demystifying Social ROI in B2B Marketing

Modern B2B Marketing

Author: Aleece Germano As a digital marketer, you might be asking yourself this question: “Where’s my (social) ROI?” Now, let’s explore how to measure the ROI of B2B social campaigns with multi-touch attribution: 1. Measure Your ROI.

How B2B Companies Are Using LinkedIn Marketing Ad Campaigns [Interview]

KoMarketing Associates

Additionally, 70 percent have invested in LinkedIn marketing ad campaigns for demand generation purposes. What are your campaigns that target the top of the funnel? What about middle of the funnel campaigns that nurture leads?

Marketing Performance Management: Tactics to Increase ROI

bizible

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.

CPL 50

This One Lead Gen Metric Will Help You Show Marketing ROI

Contently

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. ROI Featured lead gen lead generationHere are a couple of embarrassing facts about myself: 1.

The ROI of Paid Social Media Ads

Modern B2B Marketing

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.

Measure the ROI of Digital Advertising Beyond Revenue Impact

Modern B2B Marketing

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. Measuring the ROI of Mobile Video Advertising.

Content Marketing Mysteries – How to Find Your ROI Yeti!

Modern B2B Marketing

The ROI of your content marketing can feel as elusive as the mysterious Yeti – you might even doubt that it exists. 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.

Measuring and Managing Marketing ROI: An interview with Jim Lenskold

Sales Lead Insights

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.

ROI 64

Reporting ROI & Attribution in Marketing Automation

Fathom

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”).

How to Measure the Revenue Impact and ROI of Webinars

bizible

However, according to a report by Millward Brown (gated), when it comes to measuring ROI, webinars are the most difficult channel for marketers. So when you measure the revenue impact and ROI of webinars, you need to measure it like content. Drumroll) And your ROI is….

What We Learned From Our Latest Account-Based Marketing Campaign, CMO Box [Data]

bizible

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.

How to Track Content ROI: A Step-by-Step Guide

Hubspot

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. Step #5: Measure your ROI. Do they touch on the same subjects?

ROI 46

The High ROI of Attribution: A Total Economic Impact™ Study by Forrester Consulting on Behalf of Bizible [Infographic]

bizible

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.

MQL 50

Marketing ROI in B2B: Why is it so hard, and what can we do about it?

Biznology

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. How to attribute the contribution of sales and marketing touches across the sales cycle.

New Report Confirms Immaturity of Most Marketing Automation Deployments

The Point

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 (Unwelcome) Death Knell of First and Last Attribution

Modern Marketing

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. We could pull them up and present to management the ROI of any given marketing campaign.

Measure ROI on "Hardest to Track" B2B Marketing Channels [Using Attribution]

bizible

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. Because attribution tracks all prospects and leads across all channels, it’s easy to filter attribution data to show the ROI of a webinar.

Infographic: 4 Marketing Analytics That Matter For Driving Revenue

Crimson Marketing

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. Demand Generation Infographics marketing analytics marketing revenue marketing ROI sales funnel

How Confident Marketers Are Using Interactive Content to Build Multi-Touch Campaigns

SnapApp

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.

How Many Touchpoints Are in a Typical Campaign?

SnapApp

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). An ROI calculator.

How Many Touchpoints Are in a Typical Campaign?

SnapApp

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). An ROI calculator.

How to Measure the ROI of Your Marketing Programs

Modern B2B Marketing

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. This fact makes it difficult to allocate revenue to any specific touch. First Touch.

Checklist: How to Measure Content Marketing ROI

Captora

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.

Marketo Data Tells Us: What Can Marketers Learn from the Golden Ratio?

Modern B2B Marketing

I believe pipeline/cost is more important than ROI for marketing metrics. Now, before we dive into the data, let’s set some context around first-touch and multi-touch attribution, since those are the two lenses for viewing the Golden Ratio across channels.

How To Use Marketing Attribution Data In Your Next Board Meeting

bizible

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

THE HACKIES: Pairing multi-channel attribution with lead scoring to improve marketing ROI

chiefmartech

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. Our Strategy — Blending Multi-Channel Attribution and Lead Scoring.

4 Mistakes Paid Media Marketers Make When Calculating ROI.And How To Fix Them

bizible

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.

Atri Chatterjee, Act-On Software CMO: The Top Challenges Facing Integrated Demand Generation Marketers and How to Overcome Them [Podcast]

Crimson Marketing

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.

Bizible Introduces Facebook Ads Integration Making Media Optimization Easy for B2B Marketers

bizible

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.

How to Tie Your LinkedIn Ads to Revenue

bizible

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.

Forget Vanity Metrics: How To Get Serious About Marketing Analytics

Crimson Marketing

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. Tag all your content and campaigns by topic.

5 Stages of Marketing Operations, the Unicorns of B2B Marketing

bizible

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.

You’ve Set Up Marketo And Salesforce -- Now What? Why You Still Need Attribution

bizible

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.”.