ROI: How-to articles covering the latest marketing tactics, tips, and strategies.

• Three Powerful Ways to Measure the Impact of Your Email MarketingKaren Talavera
  Though email campaign process metrics such as delivery, open, and click-through rates have their place, if you don't look beyond them... the true impact of your email marketing—and opportunities for ...
  Customer Behavior, Customer Engagement, Direct Marketing, Email, Email Marketing, Inbound Marketing, Measurement, Metrics, ROI, Segmentation
• Five Compelling Insights From HubSpot's 2013 State of Inbound Marketing SurveyDaniele Hagen
  The inbound marketing industry, though still emerging, is playing a vital role in how marketers are doing their jobs, although challenges remain, according to the just-released fifth annual State of ...
  Blogging, Content, Content Marketing, Customer Acquisition, Digital Theory, Email, Email Marketing, Inbound Marketing, Lead Generation, Management
• The Importance and ROI of Events: Marketers Still Face ChallengesVahe Habeshian
  Even as events remain a vital part of the marketing mix, and a key channel for direct one-to-one customer engagement, marketing executives—lacking visibility into the conversion pipeline—don't have sufficiently effective ...
  B2B Marketing, Customer Acquisition, Lead Generation, Measurement, Metrics, Research Summaries, ROI, Sales, Trade Shows/Events
• Connect Customer Experience, Convenience, and Differentiation to Business ResultsLaura Patterson
  Understanding how the customer behavior you can monitor influences the buying process... is key. Here are three areas to monitor and how to tie them to more outcome-based metrics.
  B2B Marketing, Business Intelligence, Customer Acquisition, Customer Behavior, Customer Insight, Data, Measurement, Metrics, ROI, Sales
• The 7 Biggest Misconceptions of Successful B2B MarketingRussell Glass
  What really drives success in B2B marketing can be hard to decipher. Here are seven misconceptions about what makes for truly successful B2B marketing—and how you can steer your efforts ...
  Advertising, B2B Marketing, Branding, Customer Behavior, Marketing Strategy, Metrics, Personalization, ROI, Sales, Targeting
• Building a Website Testing and Optimization Program: Measurement (Part 3)Kim Ann King
  Learn how to measure and communicate the results of your website testing and optimization efforts in this third article of a three-part series on the steps you need to take ...
  Marketing Analytics, Measurement, Metrics, ROI, Testing, Web Analytics, Websites
• Five Ways SMBs Can Track the ROI of Social Media AdsIrv Shapiro
  Before SMBs embrace new advertising opportunities offered by social networks, they need to seriously consider how to go about measuring the ROI impact of such ad investments.
  Advertising, Email, Landing Pages, Metrics, ROI, Small Business, SMBs, Social Media, Telemarketing, Twitter
• Five Ways Marketers Can Boost the ROI of Big DataScott Bailey
  Big Data, applied to marketing, is transforming how marketers in myriad industries attempt to reach consumers. But achieving meaningful returns from Big Data investments can be an elusive goal. Here ...
  Digital Theory, Forecasts, Market Research, Measurement, Metrics, ROI
• Three Myths of Social Media ROI [Infographic]
  Marketers usually discuss measuring the ROI of social media as a nebulous art or, worse, as an impossibility. But social media is measurable. The following infographic sheds light on that ...
  Marketing Analytics, Metrics, ROI, Social Media, Word of Mouth
• B2B Direct Mail: Four Tips for a Healthy ROI
  In a recent article at Chief Marketer, Beth Negus Viveiros argues that leaving direct mail out of your B2B marketing mix might be a big mistake—even in the digital age. "Done the right ...
  B2B Marketing, Direct Marketing, Promotions, ROI

ROI: Podcasts containing in-depth interviews with smart marketers from all walks of life.

• Moving From Attribution to Prediction: Jim Lenskold Talks ROI Metrics on Marketing Smarts [Podcast]by Matthew Grant
  Demonstrating value is certainly a fine reason to measure our actions and their results. But discussing marketing measurement with Jim Lenskold during this week's Marketing Smarts podcast got me thinking that we may be thinking about the purpose of measurement ...
  B2B Marketing, Customer Insight, Data, Forecasts, Lead Generation, Marketing Analytics, Marketing Automation, Marketing Smarts, Marketing Strategy, Measurement
• Don't Let Data Drive, Let It Inform: Beth Kanter and KD Paine on Marketing Smarts [Podcast]by Matthew Grant
  Beth Kanter and Katie Delahaye (KD) Paine, authors of Measuring the Networked Nonprofit: Using Data to Change the World, discuss performance metrics and nonprofits.
  Marketing Analytics, Marketing Smarts, Measurement, Metrics, Non Profits, ROI, Social Media, Web Analytics
• People Respond to Stories: Rohit Bhargava Talks Likeonomics on Marketing Smarts [Podcast]by Matthew Grant
  Rohit Bhargava, author and social media strategist, thinks business books need to be useful—to help you solve a problem you're facing. So it has to speak to you from the get-go, draw you in, and convince you it's going to ...
  Content, Copywriting, Marketing Smarts, Measurement, ROI, Writing

ROI: Online seminar broadcasts from the best minds in marketing

• Leverage Your Data to Run Smarter Marketing ProgramsBroadcast on 3/12/2013 with Bill Bruno
  Learn how to connect the dots between your data, your analysis, and the actions your team takes to grow your business at this free online seminar. Sponsored by Tableau.
  Business Intelligence, Customer Insight, Data, Marketing Analytics, Marketing Operations, Marketing Strategy, Metrics, Research, ROI
• How to Optimize and Measure Trade Show ROIBroadcast on 11/8/2012 with Skip Cox
  This PRO seminar will provide marketers with a proven approach to accurately measuring the results of their events efforts.
  Conferences, Lead Generation, Metrics, ROI, Trade Shows/Events
• Solutions to 10 Confounding Content Marketing ChallengesBroadcast on 8/16/2012 with Stephanie Tilton, Ann Handley
  Many marketers are embracing content as a cornerstone of their marketing efforts. You probably are, too. In this PRO seminar, we'll answer your toughest content marketing questions.
  Challenges Q&A, Content, Content Marketing, Inbound Marketing, Marketing Challenges, Marketing Smarts, Marketing Tips, Measurement, ROI
• MarketingProfs University: How to Effectively Generate and Manage LeadsBroadcast on 7/12/2012 with James W. Obermayer
  This PRO seminar and first class of MarketingProfs University's B2B Lead Roundup course will show you how to set the stage for success by identifying your targets and basic metrics, establishing qualifying buying stages, generating demand, and converting and continually nurturing leads.
  B2B Marketing, Inbound Marketing, Lead Generation, Lead Quality, Lead Scoring, ROI, Sales, Strategy
• No BS Social Media: How to Drive Real Revenue with Social Media MarketingBroadcast on 2/16/2012 with Jason Falls
  Join us for the PRO seminar, No BS Social Media: How to Drive Real Revenue with Social Media Marketing, and discover a relentlessly practical, business-value perspective of social media marketing that focuses on achieving results: measurable improvements in sales, profitability, efficiency, and brand value.
  Inbound Marketing, Marketing Tips, Measurement, ROI, Social Media
• Measuring and Sustaining Social Media SuccessBroadcast on 8/25/2011 with Geoff Livingston
  Learn how to apply SMART goals (Specific, Measureable, Attainable, Relevant, Time-Bound) to your social media campaigns and measure audience Attention, Attitude, and Action. Includes advice based on use studies from Dell, LinkedIn, the Humane Society of the United States, and others.
  Customer Engagement, Marketing Analytics, Marketing Operations, Measurement, ROI, Social Media
• Charting New Frontiers: Marketing Discoveries from the B2B ForumBroadcast on 4/21/2011 with B2B Forum Speakers
  Join us for this FREE preview seminar of the B2B Forum 2011 and discover what's working now in B2B marketing. Journey with four speakers from the B2B Forum 2011 and explore ways to generate more leads and sales from four key programs—marketing automation, online communities, email, and video marketing.
  B2B Marketing, Community, Email Marketing, Lead Quality, Marketing Strategy, Marketing Tips, ROI, Videos
• Get to Know Your Customers: Connecting Market Research to Business GrowthBroadcast on 8/5/2010 with Bill Alberti
  Learn how to frame market research in terms of profitable impact. You'll discover how to establish the connection between using research to understand your customers and improved business performance.
  Customer Behavior, Market Research, Marketing Tips, Measurement, ROI, Value Propositions
• Turbocharge Your Google AdWords and Other Paid Online Media CampaignsBroadcast on 7/1/2010 with Bill Leake
  Learn solid tactics that you can use to put a new pep in your pay per click step. Insights and concepts will be illustrated with real examples of companies like yours. You'll leave with sharp ideas that you can implement right away, and an opportunity to achieve double, if not triple, digit improvements in your monthly PPC campaigns.
  Google, Marketing Strategy, PPC Campaigns, ROI, Search Engine Marketing
• Social Metrics for Marketers: How to Measure What MattersBroadcast on 5/20/2010 with Jim Sterne
  Measurement is an essential part of any marketing program. Don't miss this seminar that provides the latest best practices and tools to set social media marketing metrics and measure your social media marketing programs.
  Collaboration, Metrics, ROI, Social Media

ROI: Tutorials — tactical marketing know-how in just 10 minutes from subject matter experts

• Take 10: How to Create Custom URLs for Better Campaign TrackingReleased on 10/5/2012 with Dan Soschin
  In just 10 minutes, you'll learn how to create custom URLs for your campaigns that will improve your Google Analytics tracking tenfold and, ultimately, improve your campaign performance.
  Digital Marketing, Google, Interactive Marketing, Landing Pages, Measurement, Metrics, ROI, Take 10
• Take 10 Video Series: Seven Steps to Measuring Social Media ROIReleased on 7/13/2012 with David B. Thomas
  In just 10 minutes, David B. Thomas will walk you through a step-by-step approach that will help you understand how to measure the bottom-line value of your social media efforts.
  Community, Measurement, Metrics, ROI, Social Media, Social Networking, Take 10, Take 10 Video Series
• Take 10 Author Series: How to Win Big with Content MarketingReleased on 9/23/2011 with David Meerman Scott
  In this Take 10 Author Series webcast, David Meerman Scott explores the implications of the "You are what you publish" mantra, then offers advice on producing good content on a regular basis.
  Content, Content Marketing, Creativity, Marketing Smarter, ROI, Take 10 Author Series
• Take 10: 6 Steps for Designing Profitable Lead Nurturing ProgramsReleased on 10/1/2010 with Jim Lenskold
  Join Jim Lenskold as he guides us through the six key steps for designing (and making the case for) targeted lead nurturing programs that educate and engage the most valuable of these leads.
  Lead Generation, Lead Nurturing, Marketing Tips, ROI, Take 10

ROI: Marketing downloads for the busy professional

• Social Media ROI Success Stories
  Learn how social media is changing the way we market to consumers and businesses, and how 11 companies are measuring and monitoring the success of their social media campaigns.
  Blogging, Branding, Facebook, Marketing Budgets, Measurement, ROI, Social Media, Twitter
• B2B Lead Generation: Marketing ROI & Performance Evaluation Study
  MarketingProfs research studies the effectiveness and performance of lead generation comparing quantity to quality.
  B2B Marketing, Collaboration, Lead Generation, Lead Nurturing, Lead Quality, Metrics, ROI, Sales, Surveys
• Benchmark Report: Marketing ROI (Year 3)
  In this 2007 survey, the third annual on ROI, respondents who use ROI for their marketing efforts expect greater growth and enjoy greater confidence from their senior management than respondents who don't use ROI.
  Benchmarking, ROI
• Benchmark Report : Marketing ROI (Year 2)
  This 2006 survey, the second annual ROI study, demonstrates that companies are definitely getting the ROI message. This study shows a significant increase in the number of companies that have implemented some form of Marketing ROI measurements. And let's face it, Marketing ROI is here to stay. Jim Lenskold says, "Marketing ROI will continue to be a priority as long as maximizing profits is a priority for corporations." Well said, Jim.
  Advertising, Market Research, Marketing Analytics, Measurement, ROI
• Benchmark Survey: Search Engine Optimization
  Link directly to the raw (aggregate) data in this 2005 survey on the best practices in search engine optimization. With access to the raw data, you can view the results, and even filter them to see how a subset of companies in your country or industry answered. In this way, you can interpret the data in the most meaningful way for your business.
  Marketing Budgets, Marketing Challenges, ROI, SEO, Websites
• Benchmark Report: Marketing ROI (Year 1)
  In a 2005 survey, the first in an annual series, Jim Lenskold found that only 1 in 5 respondents was actually using ROI measures for marketing efforts -- 99% of those respondents indicate increased profitability due to the use of ROI. See this and subsequent reports for a full picture of the evolution of marketing ROI.
  Advertising, Market Research, Marketing Analytics, Measurement, ROI
• Marketing ROI and the Sales Funnel
  In this guide, you will learn how to structure, motivate and measure the marketing and sales functions to maximize profit. Topics include: 1) a high-level self-assessment to determine potential sources of profit leakage; 2) how to map out and improve strategies related to the buying cycle; 3) how to apply marketing ROI principles to create strategies to reduce and recycle leakage from the buying cycle; and 4) how to leverage insight on your key profit drivers and customer-level analysis to improve profitability.
  Collaboration, Lead Generation, Measurement, Metrics, ROI, Sales