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.

A ton of useful information on social media marketing measurement!

grow - Practical Marketing Solutions

In today’s post I’ve provided two wonderful resources to get you over the hump of social media marketing measurement … subject that seems to preoccupy so much of the online conversation. Here it is: A Guide to Social Media Marketing Measurement from Mark Schaefer.

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The Best Way to Measure Thought Leadership

grow - Practical Marketing Solutions

Measuring Thought Leadership Measuring an investment you make in thought leadership is extremely difficult. Many B2B marketers (the market I usually work in) end up measuring thought leadership programs on leads or content consumption. This is what you need to measure.

A solution to the content marketing measurement puzzle

grow - Practical Marketing Solutions

How do I measure the value of what I am doing? What I want to propose today is that your success might not be determined by WHAT you measure but also WHEN you measure it. What you measure and how you measure it needs to be dynamic.

The social media measurement smackdown

grow - Practical Marketing Solutions

You can’t measure what you’re doing and people should not even try.” “Too much focus is placed on measurement.” “As a social media marketer, I can’t measure what I do,” said the moderator. As marketers we should measure EVERYTHING.

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.

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.

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.

20+ Metrics for Measuring B2B SEO Performance

KoMarketing Associates

My contribution, “ 10 Measurement Tips for SEO Content ” (now live on MarketingProfs University) focuses on key reports and analysis designed to connect SEO-related content marketing efforts with business performance. About 10 Measurement Tips for SEO Content.

5 Critical (and unique) considerations about PR measurement

grow - Practical Marketing Solutions

I recently did a talk at the AMEC Measurement event in New York for my friends at Cision and they were kind enough to provide a video of my talk. Aspects of PR measurement. Relationships matter — Working with agencies to measure what matters instead of what is easy.

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Measuring Feedback: Separating Needs from Noise

Salesfusion

The post Measuring Feedback: Separating Needs from Noise appeared first on Salesfusion. Guest Blogger Techie Stuff

Why screenshots may be the key to influence marketing measurement

grow - Practical Marketing Solutions

As you would expect, there was also a lot of discussion on influence marketing measurement and one keynote session in particular blew me away with an idea that is so simple and yet so powerful: screenshots. Screenshots as influence marketing measurement. By Mark Schaefer.

Another way to measure social media success

grow - Practical Marketing Solutions

The cost of getting an accurate measurement is. But I think there are many, many creative uses of social media — and even more creative ways to measure it — that many people miss. Another way to measure social media. Do you measure your social media ROI?

A surprising insight on social media measurement: Activity does matter

grow - Practical Marketing Solutions

Most social media “gurus” will be quick to point out that activity-based metrics such as number of posts, followers, or re-tweets are meaningless because they don’t measure real business value.

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.

Marketing Measurement Is More Than Taking Credit

Hive9

Better access to data gave marketing departments something that long felt elusive before: a specific measure of success. Until recently, so much of what marketers did was hard to measure. Hive9 marketing measurement marketing data

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?

Why social media measurement efforts seem empty

grow - Practical Marketing Solutions

But if you adapt to the opportunity and adopt a social media measurement mindset open to new types of indicators, you will have a better chance of success. How do you measure the progress of relationship — the financial return on relationships?

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?

If you can’t measure marketing ROI, find the right alternative

grow - Practical Marketing Solutions

You are investing time and money into your marketing, you need measure what justifies that investment! And a few of you really can measure marketing ROI directly against incremental profits. But sometimes measuring marketing ROI is impractical.

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.

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.

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?

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).

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?

Can Social Media ROI Be Measured?

Salesfusion

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

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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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.

Exploratory Marketing: Basic Measures

B2B Marketing Insider

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 Plan, Execute & Measure a Direct Mail Campaign

bizible

Below, learn how we planned, executed and measured our most recent direct mail campaign. This allowed us to measure the results even if the contact didn’t book through the URL, and instead booked through an email or a phone call with the AE.

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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 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.

Measuring the Customer Journey from Leads to Revenue

bizible

Measuring Success Based on Revenue. Attracting high quality leads at the top of the funnel, that turn into closed deals at the bottom of the funnel is the ultimate goal for every B2B company. But how do you get there?

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.

Free Benchmarking–Does Your Marketing Measure Up?

VisionEdge

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

Always measure your social media effort. Except when you shouldn’t.

grow - Practical Marketing Solutions

During a recent debate on {grow} about social media measurement he chimed in with such a smart counter-point that I wanted to provide it as a feature for the entire {grow} community … Guest post by {grow} community member Matt Ridings. Social media measurement.

Here Are The Key ABM Metrics You Should Be Measuring

bizible

By measuring touchpoint engagement based on target accounts and their respective grades, you’ll gain an understanding of which campaigns are actually engaging the right people—a great first step.

How to Measure the ROI of Brand Marketing With Attribution

bizible

Most people in Marketing are skeptical when the topic of using dollars to measure the results of brand marketing efforts comes up. To measure the ROI of our brand marketing and make reports like these, we relied heavily on our attribution data.

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