This document discusses different types of marketing metrics, distinguishing between "vanity metrics" that are easy to measure but not tied to revenue, and "better metrics" that more directly correlate with sales and ROI. For email marketing, it identifies open rate and share stats as vanity metrics, while CTA completion rate, acquisition rate, site conversion rate, and CPA are better metrics. For social media, it notes the challenge of tracking true ROI from social channels.
Drive up demand, build your brand, and get closer to your customers
This is an ebook about B2B marketing automation, demand generation, and enhancing the customer journey. If you are a marketing or sales professional looking to really get to grips with these topics, to stay ‘in the know’, and explore the art of the possible then we suggest you grab a coffee and read on.
Who knows when that next moment of inspiration could strike right?..
The Changing Nature of Campaign ManagementClickSquared
Daniel Smith, senior vice president, marketing, ClickSquared, and guest, Suresh Vittal, Vice President, Practice Leader, Forrester Research, Inc., discuss the realities of cross-channel marketing and how marketers can leverage modern campaign management tools.
Smarter analytics for retailers Delivering insight to enable business successKun Le
GS Retail uses smarter analytics to gain insights into customer preferences and behaviors. This allows them to personalize promotions and optimize inventory. Intersport also uses analytics to future-proof their business and gain a competitive advantage through deeper customer understanding. Migros similarly uses analytics to deepen their insights and better respond to customers, achieving business success. Smarter analytics provides retailers with performance and organizational benefits by improving decision making and enabling more targeted strategies.
Choosing Distributed Marketing Technology: 7 Key Considerations for the CTO/CIOSaepio Technologies
This document discusses 7 things a CTO should know about distributed marketing management technology:
1. Focus on foundational elements like customer data, insights, onboarding, content repositories, and engagement.
2. Look for a platform solution that aggregates point solutions and connects key foundations.
3. Such a platform can drive revenue and reduce costs by focusing on customers and optimizing processes.
4. The connected foundations also create an agile marketing organization that can respond quickly.
This document provides a guide to web analytics and marketing metrics. It discusses the importance of tracking the right metrics that matter to executives, such as those relating to revenue, costs, and business growth. It suggests metrics in key areas like brand performance, customer lifetime value, online and offline sales attribution. The document also discusses ensuring metrics are relevant to the business objectives and used properly. It provides examples of how simple and focused analytics can provide meaningful insights and business impact. Finally, it rates companies on a "metrics maturity model" in terms of how fully they integrate data, analytics, culture and processes.
This document discusses how content marketing efforts are maturing from experimental to operational. It recommends defining measurable goals and closing the performance loop, using personas and journey maps to understand audiences, bringing content to life with interactive elements, and applying paid media techniques to promote content. The highest performing content marketers treat audience needs as the top priority and use data to optimize their efforts.
There’s a time for spray and pray marketing: For casting your net wide when sharing news in the expectation that a small percentage of recipients will have that ‘aha’ moment. But let’s face it, when the emphasis is on delivering immediate results (and timely opportunities), then the more targeted your activities the better.
Which is, of course, the central promise behind Account-Based Marketing (ABM).
With it comes the ability to deliver more meaningful and relevant messages that are tailored to a precise audience. But then you already knew that. What you possibly don’t know so well are the key factors behind a successful ABM programme or the main pitfalls to avoid.
At least until you opened this ebook...
Een presentatie van Laurent Coenca van Logica, over Innovative campaign management tijdens de Applied Customer Insight (ACI) netwerksessie op 13 maart 2012 in Amstelveen
Drive up demand, build your brand, and get closer to your customers
This is an ebook about B2B marketing automation, demand generation, and enhancing the customer journey. If you are a marketing or sales professional looking to really get to grips with these topics, to stay ‘in the know’, and explore the art of the possible then we suggest you grab a coffee and read on.
Who knows when that next moment of inspiration could strike right?..
The Changing Nature of Campaign ManagementClickSquared
Daniel Smith, senior vice president, marketing, ClickSquared, and guest, Suresh Vittal, Vice President, Practice Leader, Forrester Research, Inc., discuss the realities of cross-channel marketing and how marketers can leverage modern campaign management tools.
Smarter analytics for retailers Delivering insight to enable business successKun Le
GS Retail uses smarter analytics to gain insights into customer preferences and behaviors. This allows them to personalize promotions and optimize inventory. Intersport also uses analytics to future-proof their business and gain a competitive advantage through deeper customer understanding. Migros similarly uses analytics to deepen their insights and better respond to customers, achieving business success. Smarter analytics provides retailers with performance and organizational benefits by improving decision making and enabling more targeted strategies.
Choosing Distributed Marketing Technology: 7 Key Considerations for the CTO/CIOSaepio Technologies
This document discusses 7 things a CTO should know about distributed marketing management technology:
1. Focus on foundational elements like customer data, insights, onboarding, content repositories, and engagement.
2. Look for a platform solution that aggregates point solutions and connects key foundations.
3. Such a platform can drive revenue and reduce costs by focusing on customers and optimizing processes.
4. The connected foundations also create an agile marketing organization that can respond quickly.
This document provides a guide to web analytics and marketing metrics. It discusses the importance of tracking the right metrics that matter to executives, such as those relating to revenue, costs, and business growth. It suggests metrics in key areas like brand performance, customer lifetime value, online and offline sales attribution. The document also discusses ensuring metrics are relevant to the business objectives and used properly. It provides examples of how simple and focused analytics can provide meaningful insights and business impact. Finally, it rates companies on a "metrics maturity model" in terms of how fully they integrate data, analytics, culture and processes.
This document discusses how content marketing efforts are maturing from experimental to operational. It recommends defining measurable goals and closing the performance loop, using personas and journey maps to understand audiences, bringing content to life with interactive elements, and applying paid media techniques to promote content. The highest performing content marketers treat audience needs as the top priority and use data to optimize their efforts.
There’s a time for spray and pray marketing: For casting your net wide when sharing news in the expectation that a small percentage of recipients will have that ‘aha’ moment. But let’s face it, when the emphasis is on delivering immediate results (and timely opportunities), then the more targeted your activities the better.
Which is, of course, the central promise behind Account-Based Marketing (ABM).
With it comes the ability to deliver more meaningful and relevant messages that are tailored to a precise audience. But then you already knew that. What you possibly don’t know so well are the key factors behind a successful ABM programme or the main pitfalls to avoid.
At least until you opened this ebook...
Een presentatie van Laurent Coenca van Logica, over Innovative campaign management tijdens de Applied Customer Insight (ACI) netwerksessie op 13 maart 2012 in Amstelveen
To measure ROI accurately, you must look not only at how much your customers spent, but how much MORE they spent because of your marketing. This white paper explores the concept of incrementality and shows you what you measure and how to control variables.
This document provides guidance on aligning sales and marketing teams through defining leads, agreeing on lead handoff processes, and mapping lead generation strategies to the sales funnel. The key points covered are:
1) Sales and marketing must agree on a definition of what constitutes a lead and when leads are handed off from marketing to sales.
2) Lead profiles should include demographics, firmographics, and BANT attributes to understand buyer readiness.
3) Service level agreements can ensure sales follows up on marketing-generated leads within set timeframes.
4) Lead generation strategies should target different stages of the sales funnel based on buyer intent and interest in the product.
What's Working in Small Business Marketing and WebinarsCitrix Online
Today small business marketers must make every dollar count by investing in proven effective tactics.
Quantum Leap Marketing recently conducted a survey to find out how small business marketers are responding to tough economic times and how they plan to optimize marketing efforts for maximum results.
Download the white paper to learn:
• How small businesses with limited budgets are reaching more prospects and getting more qualified leads
• Why Webinars have become a key strategy for small businesses
• Best practices for small business marketing success
In 2013, email marketers will focus on optimizing the first impression of emails by:
1. Recognizing that mobile will become the dominant platform for viewing emails.
2. Leveraging inbox preview technologies that automatically organize and display email content based on consumer rules to impact how emails are viewed.
3. Extensively testing email content, design, and subject lines to improve open and click-through rates given the importance of the first impression on mobile and with inbox preview technologies.
Tendências que irão transformar o marketing digital
Para 2013 os profissionais especializados apostam em big data, mobile e mídias sociais, revela relatório da ExactTarget
While it may not be possible to accurately predict the future, examining marketing’s past and present helps us shape and inspire what’s yet to come. That’s why Exacttarget collected the predictions of the industry’s top interactive marketing experts—bringing you exclusive insight into marketing trends that will be relevant to your brand in 2013.
In this year’s annual guide, Inspired Marketing Predictions for 2013, you’ll encounter predictions about the future of email, mobile, social media, marketing automation, and cross-channel marketing from industry thought leaders.
Big Data That Drives Marketing ROI Across All Channels & Campaigns-A Case Stu...Vivastream
The document discusses how Workday, a leading HR and financial software company, improved their digital marketing performance through closing the loop on data and attribution modeling.
Workday faced challenges with their complex B2B sales cycle that involved multiple decision makers over long periods of time. They sought to improve lead generation, close more business faster, and measure ROI.
The strategy started with closing the data loop to attribute the success of different marketing programs from awareness to engagement to conversion and sales. Analytics tools were connected to business tools like CRM to analyze multi-source data and gain insights to optimize performance.
Attribution modeling helped understand what was happening with the customer journey, why, and what actions to take as a
While it may not be possible to accurately predict the future, examining marketing’s past and present helps us shape and inspire what’s yet to come. That’s why we’ve collected the predictions of the industry’s top interactive marketing experts—bringing you exclusive insight into marketing trends that will be relevant to your brand in 2013.
In this year’s annual guide, Inspired Marketing Predictions for 2013, you’ll encounter predictions about the future of email, mobile, social media, marketing automation, and cross-channel marketing from industry thought leaders, including:
- Matt Fleckenstein, Microsoft
- Jay Baer, Convince and Convert
- Jeff Eden, DEG Digital
- Brent Hieggelke, Urban Airship
- Marcus Nelson, Addvocate
- Joe Pulizzi, Content Marketing Institute
- David Berkowitz, 360i
Ready to see the future of interactive marketing? Download the guide today.
In 2013, email marketing will focus on making a great first impression with consumers. As mobile becomes the primary platform for reading email, marketers will need to focus on responsive design and adaptive HTML to optimize the email experience across devices. Inbox organizers, which automatically sort and prioritize emails, will also change how consumers view and interact with emails. Finally, testing will become more important, as marketers test different subject lines, content, images and layouts to determine what drives the best results for different audience segments. The changing email landscape opens opportunities for innovation in how marketers design emails and engage with consumers.
The Complete Guide to Unifying Your Sales & Marketing EffortsClearPivot
This document provides a guide to unifying sales and marketing efforts by creating a "Smarketing" organization. It outlines six key elements to implement: 1) Establish closed-loop reporting between marketing software and CRM to share lead data; 2) Define funnel stages and lead qualification metrics that sales and marketing agree on; 3) Implement a service-level agreement where marketing commits to delivering qualified leads and sales commits to follow-up efforts; 4) Use dashboards to monitor metrics and identify top-performing marketing channels and assets; 5) Hold regular meetings between sales and marketing; 6) Employ additional communication tactics. Implementing this data-driven framework can help sales and marketing teams work better together to achieve revenue goals.
The Definitive Guide to Marketing AutomationC.Y Wong
This document provides an overview of marketing automation. It defines marketing automation as software that streamlines, automates, and measures marketing tasks and workflows to increase efficiency and revenue growth. The document discusses how marketing automation enables key modern marketing practices and common features of automation platforms. It also clarifies what marketing automation is not, such as only email marketing, a way to send spam, or a solution that delivers value without effort.
The document discusses 5 strategies that can help businesses emerge stronger from an economic recession by optimizing their marketing and sales funnel. The strategies are: 1) Feeding the top of the funnel by improving lead generation rates through advanced marketing techniques; 2) Turning inquiries into qualified leads by capturing prospect data and implementing lead scoring; 3) Getting qualified leads to sales with the right information by integrating sales and marketing systems; 4) Identifying and nurturing opportunities by implementing targeted lead nurturing programs; 5) Increasing sales effectiveness through measurement, collaboration between sales and marketing, and automation. Case studies show these strategies can significantly improve conversion rates and increase revenue.
The Evolution from Demand Generation to Revenue Performance ManagementB2B Lead Roundtable
The document summarizes a presentation about the evolution of marketing from demand generation to revenue performance management (RPM). It discusses how the customer buying process has changed and how RPM takes a holistic view of managing customer interactions through the entire purchase funnel. The four pillars of RPM are outlined as managing the integrated funnel, analysis to drive action, improvement using benchmarks, and identifying new revenue opportunities. Benefits discussed include increased conversion rates and pipeline visibility.
The World of CRM - SBDC - June 20 - 2016Brad Tornberg
1. The document discusses choosing the right CRM solution for a business. It covers what CRM is and isn't, the benefits of CRM, different types of CRM, and reviews various CRM solutions including standalone, integrated, and all-in-one options.
2. Key benefits discussed include solutions being tailored to a business, rapid deployment, intuitive user interfaces, and scalability. Types of CRM covered are analytical, collaborative, operational, geographic, and sales intelligence. The market for CRM solutions is explored along with pricing ranges.
3. The presentation ends with a discussion that emphasizes choosing a solution based on needs and strategy, trying tools before committing, and that no single solution is best
Greg Holsen has extensive experience in sales, marketing, and business development. He has over 30 years of experience developing strategies and solutions that drive revenue. Some of his key skills and accomplishments include unifying marketing and sales through data analysis, rapidly pivoting a company to pursue a new market opportunity, and making a small startup appear larger than it was to gain credibility with customers.
The Key To Successful Cross-Channel MarketingC.Y Wong
The document discusses a study on cross-channel marketing conducted by Forrester Consulting. Key findings include:
1) Most marketers believe in cross-channel integration but still face challenges in understanding customer interactions across channels and managing execution.
2) Marketers rely on multiple technologies for cross-channel support but report that current tools have shortcomings like lacking cross-channel analytics and measurement.
3) Marketers were segmented into four levels of sophistication based on measurement, organization, technology use, and data capabilities. More sophisticated marketers integrate more channels and face fewer challenges.
Getting Started with Marketing MeasurementC.Y Wong
This document provides an introduction to marketing metrics for B2B marketers. It discusses the importance of measurement and analytics in today's marketing world. The summary focuses on two categories of metrics: revenue metrics that demonstrate marketing's impact on revenue and profit for executives, and program metrics that gauge campaign performance for internal use. Revenue metrics track leads and opportunities through the funnel to closed deals, while program metrics benchmark activities like email opens, website traffic, and social media engagement.
This document discusses lead management processes. It defines leads as potential customers who show interest in products or services. It describes how leads progress through different stages from initial contact to becoming customers. Key aspects of lead management covered include qualifying leads, distributing leads to sales, nurturing leads over time, and using metrics to track performance. The document emphasizes that an effective lead management process involves close collaboration between marketing and sales teams.
Definitive guide to marketing metrics marketing analyticsVasco Marques
This document provides guidance on establishing marketing metrics and analytics. It discusses the importance of measurement in building marketing credibility and accountability. Some key points:
1) Marketing needs to use metrics that matter to executives like revenue, profits, and growth, not just soft metrics. Measurement helps marketing earn a seat at the revenue table.
2) Marketing should know the impact of each investment, forecast results rather than just report spending, and make business cases for budgets as investments rather than costs.
3) Planning for marketing ROI involves establishing goals and ROI estimates upfront, designing measurable programs, and focusing on decisions that improve marketing. Measurement should guide continuous improvement.
4) Accountability is a process that marketing moves through
This document provides an overview of the importance of marketing metrics and analytics. It discusses how measuring marketing performance helps build credibility and accountability. Key points include:
- Marketing needs to use metrics that matter to executives like revenue, profits, and growth to demonstrate value.
- It is important to understand the impact of individual marketing investments and programs on financial results.
- Marketers should forecast future results rather than just report past spending to shift perceptions from costs to growth.
- Rigorous measurement allows marketing to make strong business cases for budgets and justify spending as investments.
"Marketing Analytics - Definitive Guide to Marketing Metrics via Marketo
This guide will help you:
• What are the most important marketing metrics for me to use?
• How can I measure my various marketing programs’ impact on revenue and profit?
• How can I best communicate marketing results with my executive team and board?
• Which personnel, procedural, and cultural changes need to occur within my organization so I can implement marketing measurement?
• And many more…
The bottom line of any business is the top line: revenue and faster growth!"
To measure ROI accurately, you must look not only at how much your customers spent, but how much MORE they spent because of your marketing. This white paper explores the concept of incrementality and shows you what you measure and how to control variables.
This document provides guidance on aligning sales and marketing teams through defining leads, agreeing on lead handoff processes, and mapping lead generation strategies to the sales funnel. The key points covered are:
1) Sales and marketing must agree on a definition of what constitutes a lead and when leads are handed off from marketing to sales.
2) Lead profiles should include demographics, firmographics, and BANT attributes to understand buyer readiness.
3) Service level agreements can ensure sales follows up on marketing-generated leads within set timeframes.
4) Lead generation strategies should target different stages of the sales funnel based on buyer intent and interest in the product.
What's Working in Small Business Marketing and WebinarsCitrix Online
Today small business marketers must make every dollar count by investing in proven effective tactics.
Quantum Leap Marketing recently conducted a survey to find out how small business marketers are responding to tough economic times and how they plan to optimize marketing efforts for maximum results.
Download the white paper to learn:
• How small businesses with limited budgets are reaching more prospects and getting more qualified leads
• Why Webinars have become a key strategy for small businesses
• Best practices for small business marketing success
In 2013, email marketers will focus on optimizing the first impression of emails by:
1. Recognizing that mobile will become the dominant platform for viewing emails.
2. Leveraging inbox preview technologies that automatically organize and display email content based on consumer rules to impact how emails are viewed.
3. Extensively testing email content, design, and subject lines to improve open and click-through rates given the importance of the first impression on mobile and with inbox preview technologies.
Tendências que irão transformar o marketing digital
Para 2013 os profissionais especializados apostam em big data, mobile e mídias sociais, revela relatório da ExactTarget
While it may not be possible to accurately predict the future, examining marketing’s past and present helps us shape and inspire what’s yet to come. That’s why Exacttarget collected the predictions of the industry’s top interactive marketing experts—bringing you exclusive insight into marketing trends that will be relevant to your brand in 2013.
In this year’s annual guide, Inspired Marketing Predictions for 2013, you’ll encounter predictions about the future of email, mobile, social media, marketing automation, and cross-channel marketing from industry thought leaders.
Big Data That Drives Marketing ROI Across All Channels & Campaigns-A Case Stu...Vivastream
The document discusses how Workday, a leading HR and financial software company, improved their digital marketing performance through closing the loop on data and attribution modeling.
Workday faced challenges with their complex B2B sales cycle that involved multiple decision makers over long periods of time. They sought to improve lead generation, close more business faster, and measure ROI.
The strategy started with closing the data loop to attribute the success of different marketing programs from awareness to engagement to conversion and sales. Analytics tools were connected to business tools like CRM to analyze multi-source data and gain insights to optimize performance.
Attribution modeling helped understand what was happening with the customer journey, why, and what actions to take as a
While it may not be possible to accurately predict the future, examining marketing’s past and present helps us shape and inspire what’s yet to come. That’s why we’ve collected the predictions of the industry’s top interactive marketing experts—bringing you exclusive insight into marketing trends that will be relevant to your brand in 2013.
In this year’s annual guide, Inspired Marketing Predictions for 2013, you’ll encounter predictions about the future of email, mobile, social media, marketing automation, and cross-channel marketing from industry thought leaders, including:
- Matt Fleckenstein, Microsoft
- Jay Baer, Convince and Convert
- Jeff Eden, DEG Digital
- Brent Hieggelke, Urban Airship
- Marcus Nelson, Addvocate
- Joe Pulizzi, Content Marketing Institute
- David Berkowitz, 360i
Ready to see the future of interactive marketing? Download the guide today.
In 2013, email marketing will focus on making a great first impression with consumers. As mobile becomes the primary platform for reading email, marketers will need to focus on responsive design and adaptive HTML to optimize the email experience across devices. Inbox organizers, which automatically sort and prioritize emails, will also change how consumers view and interact with emails. Finally, testing will become more important, as marketers test different subject lines, content, images and layouts to determine what drives the best results for different audience segments. The changing email landscape opens opportunities for innovation in how marketers design emails and engage with consumers.
The Complete Guide to Unifying Your Sales & Marketing EffortsClearPivot
This document provides a guide to unifying sales and marketing efforts by creating a "Smarketing" organization. It outlines six key elements to implement: 1) Establish closed-loop reporting between marketing software and CRM to share lead data; 2) Define funnel stages and lead qualification metrics that sales and marketing agree on; 3) Implement a service-level agreement where marketing commits to delivering qualified leads and sales commits to follow-up efforts; 4) Use dashboards to monitor metrics and identify top-performing marketing channels and assets; 5) Hold regular meetings between sales and marketing; 6) Employ additional communication tactics. Implementing this data-driven framework can help sales and marketing teams work better together to achieve revenue goals.
The Definitive Guide to Marketing AutomationC.Y Wong
This document provides an overview of marketing automation. It defines marketing automation as software that streamlines, automates, and measures marketing tasks and workflows to increase efficiency and revenue growth. The document discusses how marketing automation enables key modern marketing practices and common features of automation platforms. It also clarifies what marketing automation is not, such as only email marketing, a way to send spam, or a solution that delivers value without effort.
The document discusses 5 strategies that can help businesses emerge stronger from an economic recession by optimizing their marketing and sales funnel. The strategies are: 1) Feeding the top of the funnel by improving lead generation rates through advanced marketing techniques; 2) Turning inquiries into qualified leads by capturing prospect data and implementing lead scoring; 3) Getting qualified leads to sales with the right information by integrating sales and marketing systems; 4) Identifying and nurturing opportunities by implementing targeted lead nurturing programs; 5) Increasing sales effectiveness through measurement, collaboration between sales and marketing, and automation. Case studies show these strategies can significantly improve conversion rates and increase revenue.
The Evolution from Demand Generation to Revenue Performance ManagementB2B Lead Roundtable
The document summarizes a presentation about the evolution of marketing from demand generation to revenue performance management (RPM). It discusses how the customer buying process has changed and how RPM takes a holistic view of managing customer interactions through the entire purchase funnel. The four pillars of RPM are outlined as managing the integrated funnel, analysis to drive action, improvement using benchmarks, and identifying new revenue opportunities. Benefits discussed include increased conversion rates and pipeline visibility.
The World of CRM - SBDC - June 20 - 2016Brad Tornberg
1. The document discusses choosing the right CRM solution for a business. It covers what CRM is and isn't, the benefits of CRM, different types of CRM, and reviews various CRM solutions including standalone, integrated, and all-in-one options.
2. Key benefits discussed include solutions being tailored to a business, rapid deployment, intuitive user interfaces, and scalability. Types of CRM covered are analytical, collaborative, operational, geographic, and sales intelligence. The market for CRM solutions is explored along with pricing ranges.
3. The presentation ends with a discussion that emphasizes choosing a solution based on needs and strategy, trying tools before committing, and that no single solution is best
Greg Holsen has extensive experience in sales, marketing, and business development. He has over 30 years of experience developing strategies and solutions that drive revenue. Some of his key skills and accomplishments include unifying marketing and sales through data analysis, rapidly pivoting a company to pursue a new market opportunity, and making a small startup appear larger than it was to gain credibility with customers.
The Key To Successful Cross-Channel MarketingC.Y Wong
The document discusses a study on cross-channel marketing conducted by Forrester Consulting. Key findings include:
1) Most marketers believe in cross-channel integration but still face challenges in understanding customer interactions across channels and managing execution.
2) Marketers rely on multiple technologies for cross-channel support but report that current tools have shortcomings like lacking cross-channel analytics and measurement.
3) Marketers were segmented into four levels of sophistication based on measurement, organization, technology use, and data capabilities. More sophisticated marketers integrate more channels and face fewer challenges.
Getting Started with Marketing MeasurementC.Y Wong
This document provides an introduction to marketing metrics for B2B marketers. It discusses the importance of measurement and analytics in today's marketing world. The summary focuses on two categories of metrics: revenue metrics that demonstrate marketing's impact on revenue and profit for executives, and program metrics that gauge campaign performance for internal use. Revenue metrics track leads and opportunities through the funnel to closed deals, while program metrics benchmark activities like email opens, website traffic, and social media engagement.
This document discusses lead management processes. It defines leads as potential customers who show interest in products or services. It describes how leads progress through different stages from initial contact to becoming customers. Key aspects of lead management covered include qualifying leads, distributing leads to sales, nurturing leads over time, and using metrics to track performance. The document emphasizes that an effective lead management process involves close collaboration between marketing and sales teams.
Definitive guide to marketing metrics marketing analyticsVasco Marques
This document provides guidance on establishing marketing metrics and analytics. It discusses the importance of measurement in building marketing credibility and accountability. Some key points:
1) Marketing needs to use metrics that matter to executives like revenue, profits, and growth, not just soft metrics. Measurement helps marketing earn a seat at the revenue table.
2) Marketing should know the impact of each investment, forecast results rather than just report spending, and make business cases for budgets as investments rather than costs.
3) Planning for marketing ROI involves establishing goals and ROI estimates upfront, designing measurable programs, and focusing on decisions that improve marketing. Measurement should guide continuous improvement.
4) Accountability is a process that marketing moves through
This document provides an overview of the importance of marketing metrics and analytics. It discusses how measuring marketing performance helps build credibility and accountability. Key points include:
- Marketing needs to use metrics that matter to executives like revenue, profits, and growth to demonstrate value.
- It is important to understand the impact of individual marketing investments and programs on financial results.
- Marketers should forecast future results rather than just report past spending to shift perceptions from costs to growth.
- Rigorous measurement allows marketing to make strong business cases for budgets and justify spending as investments.
"Marketing Analytics - Definitive Guide to Marketing Metrics via Marketo
This guide will help you:
• What are the most important marketing metrics for me to use?
• How can I measure my various marketing programs’ impact on revenue and profit?
• How can I best communicate marketing results with my executive team and board?
• Which personnel, procedural, and cultural changes need to occur within my organization so I can implement marketing measurement?
• And many more…
The bottom line of any business is the top line: revenue and faster growth!"
Marketo - Definitive guide to marketing metrics marketing analyticsKun Le
This document provides guidance on establishing marketing metrics and analytics. It discusses the importance of measurement in building marketing credibility and accountability. Some key points:
1) Marketing needs to use metrics that matter to executives like revenue, profits, and growth, not just soft metrics. Measurement helps marketing earn a seat at the revenue table.
2) Marketing should know the impact of each investment, forecast results rather than just report spending, and make business cases for budgets as investments rather than costs.
3) Planning for marketing ROI involves establishing goals and ROI estimates upfront, designing measurable programs, and focusing on decisions that improve marketing. Measurement should guide continuous improvement.
4) Accountability is a process that marketing may resist
This document provides guidance on establishing marketing metrics and analytics. It discusses the importance of measurement in building marketing credibility and accountability. Some key points:
1) Marketing needs to use metrics that matter to executives like revenue, profits, and growth, not just soft metrics. This helps marketing communicate value in terms the business understands.
2) Marketing should know the impact of each investment and forecast future results to change perceptions from a cost center to revenue driver.
3) Planning for ROI from the start helps marketing improve performance by establishing goals, designing measurable programs, and making decisions that enhance results.
4) Various techniques are presented for measuring program impact and attributing revenue, from simple attribution to complex market mix modeling
Definitive Guide to Marketing Metrics Marketing AnalyticsSam Capra ☁️
This document provides guidance on establishing marketing metrics and analytics. It discusses the importance of measurement in building marketing credibility and accountability. Some key points:
1) Marketing needs to use metrics that matter to executives like revenue, profits, and growth, not just soft metrics. This helps marketing communicate value in terms the business understands.
2) Marketing should know the impact of each investment and forecast future results to change perceptions from a cost center to revenue driver.
3) Planning for ROI from the start helps marketing improve performance by establishing goals, designing measurable programs, and making decisions that enhance results.
4) Various techniques are presented for measuring program impact and attributing results across different touchpoints in the customer journey.
The document provides an overview of partner marketing and outlines key areas to focus on to improve results from partner marketing activities. It discusses common barriers to success in partner marketing like lack of control over partners and limited partner resources. It emphasizes the importance of enablement to help partners be better marketers and the delivery of great content. It identifies the top 5 areas to focus on as people, technology, buyer journey, content, and reach. It also provides an overview of the services offered by Quantum Marketing to deliver partner marketing campaigns and generate demand.
This document discusses optimizing marketing and sales lead management through the use of marketing automation. It identifies common failures in the lead management process, including a lack of lead definition, data issues, poor lead qualification and scoring, ineffective sales handoff, and limited lead nurturing. Marketing automation can help address these failures by streamlining data collection, facilitating data sharing between marketing and sales, enabling lead nurturing, and supporting performance tracking. The document provides an overview of how marketing automation can help align sales and marketing processes to improve lead management.
The document discusses 5 key initiatives and goals for b2b marketers in 2013 based on a webinar by SalesFUSION. It summarizes the performance of b2b marketing in 2012, including the rise of content marketing and challenges in proving ROI from social media. The top 5 goals for 2013 are identified as improving website visibility, focusing social media strategy, better aligning marketing and sales, implementing lead management processes, and adopting the right technology. Specific tactics are suggested for each goal area.
This document compares the marketing automation platforms Marketo and Pardot. It finds that Marketo's primary focus is empowering marketers through its powerful Customer Engagement Engine and program library of pre-built campaigns and assets. It also offers flexible lead scoring, cloning of campaigns, and multi-touch attribution reporting. In contrast, Pardot focuses more on sales needs and offers only basic, non-customizable functionality like simple drip campaigns and single-touch attribution. Marketo also has a deeper integration with Salesforce CRM and a larger ecosystem of integrated partners compared to Pardot.
Measuring the Effectiveness of B2B MarketingHileman Group
Measuring the business impact of digital marketing efforts continues to be one of the biggest struggles in B2B. Learning how to effectively measure these campaigns will help ensure the success of your team and organization. View this presentation to learn how to integrate data, measure ROI and more in order to improve your B2B marketing efforts.
KPIs for Sales Analytics Dashboard - By DataToBizKavika Roy
Maximize your sales performance with these essential KPIs for sales analytics dashboard. Track your progress and unlock valuable insights.
About DataToBiz:
DataToBiz is a team of experts who are committed to helping businesses and enterprises adopt advanced technologies like Data Science, Artificial Intelligence, and Business Intelligence technologies. We possess rich experience in designing, implementing, and crafting Data Engineering Solutions, for a wide array of business challenges.
DataToBiz: https://www.datatobiz.com/
Follow these eight steps to rise up out of the marketing data weeds and start beautifully communicating the business impact of everything marketing does.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
This document provides an overview of key concepts for optimizing B2B marketing campaigns and driving more revenue. It contains 8 chapters that guide B2B marketers through pillars of digital marketing like lead generation, lead qualification, lead nurturing, email marketing, content marketing, webinars/events, social media, and ROI reporting. Each chapter includes checklists and worksheets to help marketers apply the concepts. The document emphasizes testing elements of campaigns to improve conversions and engage leads at each stage of the buyer journey.
Account based heralds the dawn of new breed marketers who take their marketing strategy very seriously.In lakeb2b we practice account based marketing for fruitful results.
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Occam - Building Your Own Data-driven Marketing StrategyRoger Stevens
This document outlines a five-stage strategy for building a data-driven marketing strategy. The stages are: 1) Make data a habit by defining key performance indicators; 2) Analyze your data landscape by auditing what data you have; 3) Fill data gaps by gathering needed data while respecting customer privacy; 4) Commit to data quality by investing in people, processes and technology; 5) Leverage technology to turn raw data into insights. Implementing this strategy in a careful, step-by-step manner can help marketers avoid common pitfalls and ensure their data delivers actionable insights to inform decisions.