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Three Keys to Accelerating Marketing Measurement and a Fact-Based Cultureby Laura Patterson
If CMOs are to be accountable for marketing ROI, their organizations must have marketers who have data, analysis, and measurement skills. Here are three steps for effectively creating a fact-based culture.
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Why Predictive Modeling Is Hot... and Five Things You Should Know to Do It Wellby Chris Diener, Patricia Kidd
If you want to better predict the relationship between marketing inputs and customer behavior, predictive modeling may be your answer. Here are five essential tips to consider before you get started.
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The Introverted Marketer's Guide to Attending a Conferenceby Lisa Petrilli
Are you an introverted marketer? If so, attending busy conferences might make you very uncomfortable. Here are four ways to break through your challenges and get the most out of any conference.
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Five Proven Ways to Improve ROI Using Marketing Automationby Debbie Qaqish
Marketing automation offers five main opportunities to improve ROI and drive revenue. Are you taking advantage of them? Learn how marketing automation can help you segment leads, improve conversions, and reduce lead leakage.
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Marketing Destination: Online Community... How to Survive and Thrive by Ronald Ladouceur, Melissa Fiorenza
Online communities can deliver outstanding ROI, but they rarely produce value without significant investment, professional management... and consistent, intelligent, and engaging interaction.
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Small Movement Matters: Marketing Lessons From 'Moneyball' on How to Measure Digital Relationshipsby Jen Evans
Marketing is like baseball. If you can measure data well, you can unlock new insights about how to win. Here are some ways to keep score of your digital relationships—and get results.
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How to Build an Effective Negative Keyword List to Increase ROIby Jill Solomon
Using negative keywords in your paid-search campaign can help you reach ideal prospects, reduce cost per click (CPC), and increase return on investment (ROI). Learn how to select negative keywords and create your list.
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Three Steps to Generating Higher ROI From Content Marketingby Jim Lenskold
Content has always been king, but now the kingdom is much larger and more powerful than ever. If measured and managed properly, it can drive high return on investment (ROI). Here are three ways to boost ROI with content marketing.
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Mobile Marketing: No Longer a Tradeoff Between Reach and Targetingby Gib Bassett
Communicating with your customers via the mobile platform is an effective way to engage, share offers, and learn about your consumers. Learn how to reach your target audience and boost your mobile marketing ROI.
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Rebalance B2B Marketing Budgets to Maximize Salesby Sean Geehan
Rebalancing your marketing investments is the way to sustainable, predictable, and profitable growth. That's why it's crucial to analyze where your budgets are going and identify where the biggest returns on spend are.
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Five Important B2B Marketing Trends in 2011 by Chris Chariton
2011 is here, and that means B2B marketers have just been evaluating plans and allocating budget. Though each company is different, the same five trends will affect them all—and marketers who capitalize on them are better positioned to reach their ...
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How to Engage a Tradeshow Audience Year-Roundby Rob Murphy
When it comes to tradeshow participation and building brand awareness, having a well-defined communications strategy before, during, and after the event is crucial to maximizing your return on investment (ROI).
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Five Marketing-Accountability Resolutions for 2011by Laura Patterson
Marketing accountability was a key topic of the last decade, and as 2011 kicks off—it looks like that's not going to change. Learn the five marketing-accountability resolutions that will improve marketing measurement and performance as you start your new year.
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How to Avoid the Great Social Media Crash of 2011by Jamie Turner
Warning: Social media may be heading for a big crash in 2011, and it could happen because businesses don't know how to measure the ROI of their social media campaigns. Find out how the Fortune 500 use social media, learn ...
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The ROI of Real-Time Marketing and PRby David Meerman Scott
In a world where speed and agility are essential to success, most organizations still operate slowly and deliberately. But the MBA-style approach of working off spreadsheets that predict what to do months into the future is no help when news ...
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Sales and Social Media—Measuring the ROIby Joan Curtis, Barb Giamanco
Although the ability to measure tangible results when using social media is still evolving, companies are realizing substantial savings from their social-media initiatives.
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Four Web Coding Practices to Maximize Marketing ROIby Ryan Frederick
Lost user confidence is but one cost of sloppy code. Attempts to fix it can rack up thousands of dollars in consultant fees. And poorly coded Web assets can hinder marketing-campaign performance. All the beauty and elegance in the world ...
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10 Best-Practices in Planning and Marketing Virtual Eventsby Tom Wieser
Imagine making your events (marketing meetings, conferences, tradeshows, etc.) available to a much larger, highly attentive audience that can conveniently gather and exchange information, browse exhibits, receive product demos, provide feedback, and network—all via their computer.
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Three Ways to Find Negative Keywordsby Larry Kim
Keyword discovery is a huge component of pay-per-click advertising. You need to find relevant keywords so you can create topical ad groups, text ads, and landing pages. But for truly cost-effective, high-ROI PPC campaigns, it's equally important to find negative ...
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Six Reasons Print Belongs in Your Media Mix (or Why Digital Popularity Brings Print Opportunity)by Gordon Plutsky
Just because marketers are jumping on the interactive-marketing bandwagon doesn't mean things on the interactive side are all rosy. The decreasing numbers for print don't necessarily mean a particularly high ROI for all digital initiatives. Still, there is opportunity—but you ...