B2B Marketing’s Measurement Problem

Digital B2B Marketing

It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead? Measure the impact of your overall marketing mix using sophisticated statistical models.

How to Measure Your Content Marketing ROI

Marketing Insider Group

The post How to Measure Your Content Marketing ROI appeared first on Marketing Insider Group. In both B2C and B2B marketing, about a third of the marketing budget is spent on content. Many successful brands invest even more. These numbers are predicted to keep going up. By 2019, experts believe we’re looking at a $300 billion dollar industry, which means dollars spent on content marketing will have doubled in less than four years. […].

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Measure Your Way to Lead Nurturing Success

The Point

Demand Gen Report just published “ Top B2B Marketers Measure Lead Nurturing Effectiveness to Boost Performance ,” a special report in which they address the whys, whats, and how tos of measuring lead nurturing’s true impact.

Digital Marketing’s Massive Measurement Lies

Digital B2B Marketing

The problem starts when you begin measuring your programs based on the companies or individuals you reached and what they did. Unfortunately, this is the easy, and almost universal, way to measure digital marketing today.

Measuring Lead Nurturing Performance

ANNUITAS

I was asked to answer a few questions recently for a paper by DemandGen Report and Vidyard on measuring lead nurturing. You can access the full report here , but here is the full Q&A providing some thoughts on lead nurturing and measurement of content performance.

Six Expert Guides to Measuring Content Marketing Results

Webbiquity

Yet the question remains: can the results from content marketing be measured? That is, really measured—in ways that matter to the business? Certainly, there’s no lack of of activity-based metrics that are measurable: views, clicks, shares, likes, visits, tweets, mentions, comments, etc. Like the social media ROI debate , content marketing pundits and practitioners differ on the practicality of measuring the ROI of their efforts.

How to Measure Campaign Effectiveness

Salesfusion

Far too often we dedicate hours upon hours to planning and executing campaigns never to measure whether or not our efforts paid off. Why You Need to Measure Your Efforts. You did the work — why is measuring it so important? What You Should Measure (and How To Do It).

Chalk Talks: Measuring the Performance of Your Video

Vidyard

In episode one, I’ll discuss how you can really measure the effectiveness of your video content, and the data you might be missing out on. Check it out: Measuring the performance of your online video programs is becoming an increasingly important topic for today’s marketers.

4 Ways of Measuring Marketing ROI

Modern Marketing

by Sylvia Jensen | Tweet this Most CMOs believe ROI should be the primary measurement of marketing effectiveness. That’s according to an IBM survey revealing 63% of CMOs surveyed think ROI will be the main measurement by 2015 and that 56% feel ill prepared to manage ROI.

Can Social Media ROI Be Measured?

Salesfusion

The post Can Social Media ROI Be Measured? appeared first on Salesfusion. Social Media

13 Diverse Ways B2B Marketers Do Marketing Measurement [DATA]

bizible

To better understand how marketers do marketing measurement we first review the variety of metrics reported and then dive deeper to explore why marketers choose these metrics. A List Of Metrics Use For Marketing Measurement In Today's B2B Marketing Teams.

Exploratory Marketing: Basic Measures

Marketing Insider Group

The post Exploratory Marketing: Basic Measures appeared first on Marketing Insider Group. Today’s environment calls for marketing to focus on the “end value” in mind.

How To Measure Performance Against Google’s Mobile Friendly Update

KoMarketing Associates

B2B Online Marketing Blog Marketing Measurement Mobile Marketing Last week my colleague Brendan Cottam detailed key aspects of Google’s Mobile Friendly Update , being released today.

Tools that help monitor and measure social traffic

Biznology

All too often social media marketing departments rely on interactions and likes rather than utilizing tools that measure more than just engagement (such as statistics, demographic metrics, and conversion goals along with other online and offline media mentions).

How to Measure Content Marketing Success

Webbiquity

In terms of “what” to measure, this infographic from Brandpoint recommends three broad areas to assess: • Awareness (e.g., With more than 90% of companies now doing some form of content marketing , the logical question is: how do you know if you’re doing it well?

Influencer Marketing: How to Measure Your Success and ROI

Onalytica B2B

Measuring the success and ROI (return on investment) of marketing in general has been notoriously difficult. But how can you measure this? How can you measure what people are doing offline in person? Industry Measurement Framework. Measuring your inputs.

The Paid Marketing Metrics You Must Measure

Modern B2B Marketing

When measuring the effectiveness of paid advertising , you’re often presented with an overwhelming array of choices. These metrics are the most commonly measured by marketers. If you want to understand the health and performance of your paid ads, these are the metrics to measure.

5 Smart Metrics To Measure B2B Content Marketing Success

bizible

According to a recent survey by CMI and MarketingProfs, only 21% of content marketers are able to successfully measure their content marketing in terms of ROI. If you can’t confidently measure the ROI, how can you justify more investment?

48 Ways to Measure Social Media Success

Webbiquity

But it’s crucial to the social media ROI debate to recognize that “R” is an end-of-the-process measure. There are numerous in-process measures that may be impossible to tie directly to ROI, but are nonetheless critical in producing that final “R” value. There are an abundance of measures, from machining tolerances on shafts to the temperature in the paint room, which are vital to track during the manufacturing process.

Free Benchmarking–Does Your Marketing Measure Up?

Measure Up Marketing

Here’s something we know after conducting the marketing performance measurement and management study since 2001: Best-in-Class marketers are relentless when it comes to continuous improvement. Uncategorized Best Practices CEO CFO COO marketing accountability marketing alignment marketing analytics marketing data marketing management marketing measurement marketing operations Marketing Performance marketing performance management marketing performance measurement measuring marketing

Measuring the Immeasurable

Paul Gillin

Influence measurement is a natural evolution of conversation monitoring, a discipline that’s personified by Salesforce.com’s Radian6 tool and dozens of competitors. My post last week about the shortcomings of Klout got several thousand views and generated quite a bit of discussion.

Mid-Year Marketing Check-In with Measurement

Act-On

Getting Started: Mid-Year Marketing Measurement. You can also take the information from our December post, “ Measuring Year-End Marketing KPIs – Where’s the Data ” to aid in your data quest as well. . Measuring performance in search goes beyond keywords and ranking data.

Social Media ROI: Mythic or Measurable? Six Experts Weigh In

Webbiquity

Does social media marketing produce measurable ROI—and if so, how does one measure it? You can’t calculate ROI from social media… Analyze This: A Social Media Measurement Process by FeedBlitz. Can the ROI of social media marketing be measured?

Failing at Paid Search? Maybe You’re Just Measuring It Wrong.

The Point

Your search campaign should measure: 1. Most B2B marketers only measure clicks and cost per click for the reasons stated above.

Direct Mail Mistakes – Measure Twice, Print Once

Direct Response Coach

The post Direct Mail Mistakes – Measure Twice, Print Once appeared first on McCarthy and King Marketing. I am not much of a handyman. In my house, if something needs fixing, the go-to people are my wife and my daughter. At Christmas, I give them tools for gifts.

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Measuring Success in B2B Marketing

Digital B2B Marketing

Picking the right measurements and consistently using them to improve your marketing is the real challenge. How do you measure and manage newer segments of marketing, including social media? Measuring Social Media The value of B2B in social media is often debated.

3 Ways To Measure Brand Awareness

Marketing Insider Group

We can measure brand awareness a few different ways: Paid vs. Organic Search Traffic: Search traffic your site receives from paid search advertisements versus traffic due to a high organic search ranking. The post 3 Ways To Measure Brand Awareness appeared first on B2B Marketing Insider.

How to Measure Social Selling to Improve ROI

Modern B2B Marketing

In this blog, we will take a look at three ways that businesses can measure social selling to get the most from it. To measure this, you can start by looking at the number of content pieces each rep shares over a particular period of time, in order to assess their commitment.

Measuring Marketing Effectiveness: 5 Metrics You Need to Track

Salesfusion

So when it comes to measuring marketing effectiveness, what metrics really matter? 5 Metrics to Measure Marketing Effectiveness. As a result, properly measuring marketing effectiveness is also about taking on the right perspective.

20+ Benchmarks for Measuring B2B SEO Performance

KoMarketing Associates

The most fundamental of all performance metrics when measuring an SEO program. Measure this in comparison to other online marketing channels to determine quality of traffic from organic search. B2B Online Marketing Blog Marketing Measurement Search Engine OptimizationSEO is a critical component in most B2B marketers’ traffic acquisition initiatives.

Are You Measuring Event Marketing The Right Way?

bizible

While events can be highly effective opportunities, they pose a measurement challenge for many marketers. This information is critical for measurement and, more specifically, for attribution. What’s wrong with measuring performance using only indicators?

B2B Marketing: How to Measure Online Conversions

B2B Marketing Traction

How do you measure your online marketing performance? With Google Analytics, you can measure traffic to your site, the source of the traffic, the exact traffic patterns, and more. But there is more to measurement than the technical hits and traffic measurements.

Insights vs Measurement. Are You Holding Yourself Back?

Type A Communications

February 9, 2017 By Carla Johnson “Those who cannot change their minds cannot change anything.” – George Bernard Shaw Daniel Pink’s book A Whole New Mind: Why Right-Brainers Will Rule. read more. Marketing Storytelling Carla Johnson Creativity Daniel Pink Type A Communications Whole New Mind

Four Must-Have Metrics for Marketing Measurement

Customer Experience Matrix

There’s still time to sign up for my October 7 Webinar on stage-based marketing measurement (sponsored by Marketo and hosted by the American Marketing Association ). I’ll cover this in the Webinar and also discuss it in a recent whitepaper Winning the Marketing Measurement Marathon ).

A Social Media Measurement Dashboard; One Approach

NuSpark

A few months ago, I wrote a popular post on the right way to measure social media ROI, and now I want to take social media measurement to the next level. There really is no “right” way to measure social media. I digress- let’s get back to measurement.

30+ Ideas for Measuring Conversions on a B2B Website

KoMarketing Associates

Conversion tracking helps measure and “connect the dots” between the performance of online marketing initiatives and their relationship to sales and business development related actions. Measuring Marketing Effectiveness: Find Out if Your Content Converts via Content Marketing Institute.

Integrated Marketing Measurement: It’s Like Lasagna

Digital B2B Marketing

Traditional marketing organizational structures and measurements are built around individual components. Integrated marketing measurement requires focusing on the final outcome. If you are measuring marketing activity in a silo, you are not measuring ROI.

How To Measure Paid Media ROI (ROAS)

bizible

Moreover, creating ads and getting clicks is one thing; effectively measuring it is a completely different beast. Measuring your performance is critical because it allows you to prove the value of your work, as well as improve your performance going forward. How To Measure It.

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Why B2B Marketers Need To Track & Measure Multiple Touchpoint Dimensions

bizible

Watching television in the 90s, people rarely complained about the low fidelity of their television screen. It’s what people were used to, so they didn’t have expectations of anything better.

Two Thirds of Marketers Cannot Measure Mobile

Modern Marketing

Not surprisingly, therefore, only 27% of marketers surveyed by Forrester said the ROI of their mobile marketing campaigns was profitable, while a staggering 67% said they simply cannot measure it. It's Friday Five time. This week's topic: Mobile Marketing.