• Proving ROI for Search-Engine Optimization by Dan Skeen
  Search-engine optimization (SEO) provides several return on investment (ROI) measures that can have a positive impact on a company's bottom line far more visibly than most marketing tactics. Yet despite all the potential, and the many SEO success stories, it can ...
  More articles on Keywords, Links, Measurement, Metrics, Referrals, ROI, SEO
• Seven Questions Local Businesses Should Answer Before Investing in SEO by Kenton Newby
  In the current economic climate, many local businesses are seeking more-effective ways to market. Since their potential customers are increasingly using the Web as a way (and sometimes the first and only way) to find products and services, local businesses realize ...
  More articles on Copywriting, Google, Local Marketing, Marketing Tips, Online Marketing, ROI, SEO, Web Content, Websites
• Your Keywords: The PPC and SEO Gold Mine in Your Own Backyard by Larry Kim
  Your own keyword analytics data is the most valuable marketing asset of your company. In fact, the data contained in the keyword report from your Web-analytics application (which tells you how people are finding your site through paid and organic ...
  More articles on Google, Keywords, PPC Campaigns, ROI, SEO, Targeting, Web Analytics, Web Copy
• Jump-Start Marketing Accountability: Three Ideas for Giving CFOs and CMOs Something Better in Common by Kevin Clancy, Peter Krieg
  We're five or so years into the "Era of Accountability," and what do we have to show for it? Is marketing any closer to demonstrating to CEOs and CFOs what they're getting for their money? Are we marketers more comfortable ...
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• Grow Your Opt-in Email List: A Five-Step Guide by Kimberly Smith
  Consistently expanding your opt-in list is one means of further increasing your email returns. The following five-step program is aimed at helping you achieve that goal.
  More articles on Copywriting, Customer Experience, Email Lists, Email Marketing, Landing Pages, Promotions, ROI, Social Media, Testing, Trade Shows/Events, Website Design
• Software Sales: How to Do More With Less by Tim Keyes
  "Do more with less." That is the challenge for software marketers today: to get better results from their marketing programs on increasingly smaller budgets. It's important for software marketers to analyze the effectiveness of their programs and determine their return on ...
  More articles on Collaboration, Customer Relationships, Marketing Tips, Measurement, Product Marketing, ROI, Sales
• Eight Tips for Hunting for Revenue Where No Budget Exists—Get to Executives by Steve Lightstone
  It's tough out there. Budgets are being cut. Markets are shrinking. Prospects aren't buying the way they used to. But you can still sell effectively. You just have to think differently. The message is important, but it's effective only if the ...
  More articles on Copywriting, Creativity, Customer Engagement, Marketing Tips, Referrals, ROI, Writing
• Real Marketing Analytics for B2B Lead Generation by Lisa Cramer
  Marketing analytics used to simply be about measuring the hits on your website and the number of opens and clicks on emails. But as marketers we know that the times are changing. Today, marketers must find a way to manage leads ...
  More articles on B2B Marketing, CRM, Landing Pages, Lead Generation, Lead Nurturing, Marketing Analytics, Marketing Smarter, Metrics, ROI
• Does Your Email Need a Frequency Adjustment? Ways to Tune the Dials by Karen Talavera
  What to send, and how often, are the top questions facing any email-marketing-program manager today. Yet, all too often, frequency for the sake of frequency trumps relevancy in this channel. It's a classic catch-22: Email works so well that it ...
  More articles on Email Campaigns, Email Marketing, Marketing Analytics, Marketing Smarter, ROI, Segmentation, Surveys, Testing
• How to Address Marketing ROI and Measurement Pressures in a Tight Economy by Jim Lenskold
  With marketing teams being challenged to deliver results despite tighter budgets and smaller staffs, how is it possible to improve measurements and ROI analysis now, when they did not get addressed in prior years, when more resources were available?
  More articles on Marketing Analytics, Marketing Budgets, Marketing Operations, Measurement, Recession, ROI, Targeting, Testing
• Achieving Relevance in Direct Digital Marketing: An Introduction by Bryce Marshall
  There are five keys to making a relevance-centered approach a reality in your direct digital marketing programs(such as email, websites, mobile, and so on).
  More articles on Copywriting, Customer Engagement, Digital Marketing, Direct Marketing, Marketing Strategy, ROI, Segmentation
• Maximizing Lead-Generation Marketing ROI, Part 3: Measuring Effectiveness by Jim Lenskold
  How do you know whether your lead-generation program is working and delivering a good ROI for the company? You may be doing some lead tracking to understand conversion rates and customer profitability, which is great. But the sales team will ...
  More articles on Collaboration, Lead Generation, Measurement, ROI, Sales, Testing
• Retail Survival Tips in a New Economic and Customer Environment by Adam Boyden
  Retailers did everything possible to attract buyers over the holidays. From educational sessions to discounts and coupons, and special offers, retailers used their ingenuity and marketing smarts to make the best of a dismal season. Nonetheless, numbers were down and every ...
  More articles on Customer Engagement, Customer Retention, Economic Crisis, Recession, ROI
• Put Your Site Search to Work and Improve Your Targeted Marketing, Part 1 by Shaun Ryan
  If you're like most online marketers, you may not realize that some of the technologies that power your website can be critical tools for improving the effectiveness of your marketing efforts. For example, did you know that you can use data ...
  More articles on Branding, Customer Relationships, E-Commerce, Email Lists, Keywords, Online Marketing, ROI, Websites
• The Pursuit of ROI: Will It Lead You to Rags or to Riches? by Sharan Jagpal
  It's no secret that the business world is slow to change. Sure, it has made the evolution from typewriters to computers for word processing, and from snail mail to email for written communication. But in regard to the core of ...
  More articles on Advertising, Brand Awareness, Customer Acquisition, Customer Retention, Marketing Strategy, Metrics, ROI
• How Businesses Can Use Social Media to Shorten the Sales Cycle by Barbara Bix
  How can businesses use social media to shorten the sales cycle? And how can marketers measure the ROI of their social media investments?
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• The Art and Science of Web Analytics: Going Beyond the Status Quo by Chris Golec
  Companies are realizing that in today's competitive business environment, marketers must go beyond the status quo of a Web site that acts like a brochure if they are to induce user behavior and enter the world of opportunity outside of ...
  More articles on Marketing Analytics, Metrics, Online Marketing, ROI, Search Engine Marketing, Web Analytics
• Maximizing Lead-Generation Marketing ROI, Part 2: Insight, Alignment, and Action by Jim Lenskold
  The need to better align the sales and marketing organizations is generally well known. They are connected through their shared roles in motivating customer-purchase activities and divided by different cultures that concentrate on distinct portions of the customer-purchase funnel. There's no ...
  More articles on Collaboration, Lead Generation, Lead Quality, Measurement, ROI, Sales
• Leverage the Voice of the Consumer by Evan Gerber
  There are a number of ways to measure the success of a Word-of-Mouth marketing campaign on the Web. Start by looking in the right place: where the target audience congregates online.
  More articles on Blogging, Branding, ROI, Voice of the Customer, Word of Mouth
• If Marketing Is About ROI, Email Fits the Bill by Neil Anuskiewicz
  The news about investment in marketing is not good as many firms cut their marketing budgets left and right. Instead of taking an ax to your marketing budget, consider first how your budget is allocated and move some resources to ...
  More articles on Email Marketing, ROI

See all 99 marketing articles related to ROI

• Stay Tough, Stay Trendy
  Want to boost search results? Try benchmarking based on the latest trends, says Performics' Michael Kahn in a Chief Marketer article. An analysis by Performics of data from more than ...
  More articles on Measurement, PPC Campaigns, ROI, Search Engine Marketing, Web Analytics
• This Will Be on the Test
  "Something that we preach at eROI is to TEST TEST TEST," says Ryan Buchanan in a post at the company's blog. "We believe that testing should be an integral part ...
  More articles on Email Marketing, ROI, Segmentation, Testing
• When the Honeymoon Is Over
  "Are you on an SEO honeymoon?" asks Ben McKay in a recent Search Engine Journal post. You know you are, he says. when you can think of simple ways to ...
  More articles on ROI, Search Engine Marketing, SEO, Website Design
• Social Media's Primary Use: Marketing
  About six out of seven (86%) US companies surveyed have used social technologies in support of one or more areas of their business, and marketing is their primary use for ...
  More articles on Measurement, ROI, Social Media, Surveys, Twitter, YouTube
• Measuring and Monitoring Social Media
  ROI may be the Holy Grail of social media, but it's relatively easy to see whether your participation there has an impact on the bottom line, says Amber Naslund, Director ...
  More articles on Marketing Analytics, Measurement, ROI, Social Media
• In Search of the B2B Holy Grail
  Surefire lead nurturing may well be the Holy Grail of B2B marketing. Marketers remain in constant pursuit of the golden tactics that will consistently convert prospects into paying customers. Well, ...
  More articles on B2B Marketing, Lead Generation, Lead Nurturing, ROI
• What's the Biggest Untapped Opportunity for B2B Marketers?
  How would you answer the question, "What do you see as number-one untapped marketing opportunity for business-to-business marketers today?"
  More articles on B2B Marketing, Channel Marketing, Customer Relationships, Interactive Marketing, Marketing Strategy, Podcasting, ROI, Social Media, Targeting, White Papers
• Double Your Fun
  In today's challenging economic environment, marketers are seeking better ways to maximize ROI. One way is to leverage insights from both SEM and email to drive greater success across channels. In ...
  More articles on Email Marketing, Keywords, Landing Pages, ROI, Search Engine Marketing
• Get Them to Give a Hoot
  "Very few executives give a hoot about opens and clicks," says Stephanie Miller in a post at the Daily Fix blog. "In fact, very few marketers even look at their ...
  More articles on Email Marketing, Marketing Analytics, Metrics, ROI
• Your ROI's Sick? Don't Blame the Downturn.
  Jon Miller wrote an interesting article for MarketingProfs last summer that deserves a second look. Its title: "The Definitive Guide to B2B Marketing in a Recession." ('Nuff said?) One point ...
  More articles on B2B Marketing, Lead Generation, Lead Nurturing, Recession, ROI, Targeting
• Don't Compare Apples and Oranges
  In a post at the Email Experience blog, Spencer Kollas argues that marketers shouldn't spend their time worrying about the rates other companies achieve with their email programs. The reason, ...
  More articles on Benchmarking, Marketing Analytics, Marketing Tips, Measurement, Metrics, ROI
• The New Paper-or-Plastic
  "OK, so 'digital-or-print' is the new 'paper-or-plastic,'" says Doug Stern in an article at MarketingProfs. "[So, when is it] more appropriate to stick a stamp on [a marketing message] … ...
  More articles on Customer Behavior, Customer Engagement, Email Marketing, ROI
• Know Where to Find Some Progressive Metrics?
  In a post at the Marketing Interactions blog, Ardath Albee discusses an ongoing debate between "Hard" and "Soft" marketing proponents on the best way to measure ROI.  ...
  More articles on Blog Comments, Customer Engagement, Marketing Analytics, Personas, ROI, Twitter, Videos, White Papers
• Boost That ROI Right Now!
  "The news regarding investment in marketing is not good, with many firms cutting their marketing budgets left and right," reports Neil Anuskiewicz in an article at MarketingProfs. Before taking such ...
  More articles on Email Marketing, Marketing Budgets, ROI
• Start It Off With a Bang!
  As the calendar page flips to a new year, now is the perfect time to re-evaluate and refine your search campaigns' lead gen capabilities. In a new MarketingProfs article, William ...
  More articles on Keywords, PPC Campaigns, Promotions, ROI, Search Engine Marketing, SEO
• Time for an ROI Makeover
  In a post at MarketingProfs' Daily Fix blog, Lewis Green ponders an age-old quandary facing marketers: How to prove value to a company's top leadership. "Let's begin by ending the ...
  More articles on ROI, Small Business
• Click, Click, Cha-Ching!
  The dream of every marketer for a cost-per-click (CPC) campaign is to increase its effectiveness while staying at or under budget. Kellysearch.com's Matt Lester recently offered some creative ideas to ...
  More articles on Copywriting, Creativity, Google, Keywords, PPC Campaigns, ROI, Search Engine Marketing
• In-Game Ads: Real, Not Virtual, ROI
  Gaming is no longer the sole domain of geeky guys with programmer's pallor: 44% of online gamers, and 40% of gamers in general, are women. Over half are between 18 ...
  More articles on Advertising, Interactive Marketing, New Media, ROI, Social Media, Women
• The Freeconomics of Online Media
  Phil Bronstein, San Francisco Chronicle editor-at-large, said during the 2008 AlwaysOn media summit at Stanford that if he "could collect a buck every time anyone says 'monetize,' I wouldn't need ...
  More articles on Customer Acquisition, Interactive Marketing, New Media, ROI, Social Media

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ROI case studies, deconstructing real life examples and illustrating lessons learned

• How a Small Internet Publisher Doubled Its Email Database & Reduced Marketing Spend With Cost-per-Leadby Tripmela, Inc.
  CASE STUDY: Earlier this year, when online travel publisher Tripmela was in startup mode, CEO Jared Blank determined that he needed to achieve a $1.50 cost per acquisition if he was going to lead this fledgling to profitability. Here's how he did it.
  More case studies on Advertising, Case Studies, Collaboration, E-Commerce, Email Campaigns, Email Marketing, Lead Generation, Metrics, PPC Campaigns, ROI, Websites
• How a Technology Firm Upped Webinar Attendance, Improved Lead Nurturingby Objectivity, Inc.
  By hiring an outside expert in lead optimization and leveraging its full range of data, San Francisco-based Objectivity increased turnout for its webinars an average of 10%. The quality of the leads is high as well: More than 30% of the leads typically score high enough to be handed off to sales.
  More case studies on B2B Marketing, Case Studies, Lead Generation, Lead Nurturing, ROI, Sales, Webinars
• How an Office Furniture Company Tripled Its Sales by Optimizing for Searchby Panel Systems Unlimited
  Office furniture dealer Panel Systems Unlimited found its sales lagging during an economic recession, and knew that it had to act quickly to position itself for the inevitable recovery. Partnering with Medium Blue Search Engine Marketing, it focused on upping its search engine exposure. The result: sales tripled.
  More case studies on Case Studies, Online Marketing, ROI, SEO
• How a Private Software Company Doubled Its Email Campaigns and More Than Quadrupled Sales Leadsby Pavilion Technologies
  Privately held Pavilion Technologies knows how important it is for businesses to track ROI. But two years ago, its marketing department realized it was having trouble tracking its own ROI. Pavilion ultimately found a solution through a software system that helps monitor all prospects who visit its Web site.
  More case studies on Case Studies, Email Campaigns, Lead Generation, ROI
• How a Technology Services Company's Online Marketing Campaign Generated a 30-Times ROIby BearingPoint, Inc.
  BearingPoint, a global provider of management and technology services, had won a major contract to implement a complicated voice over Internet protocol (VoIP) system for a financial company and wanted to leverage off that success. But it was competing with larger telecommunications brands to educate potential new customers about the new technology. By using multiple channels to get potential customers to visit its Web site and fill out a "BearingPoint VoIP Readiness Assessment Tool," the company was able to educate customers, gain sales leads, and often accelerate the typical nine-month period it took to close a large sale.
  More case studies on Brand Awareness, Case Studies, Lead Generation, Online Marketing, ROI
• How a Long-Running Tool Infomercial Has Kept Sales and ROI Strong for Six Yearsby Professional Tool Manufacturing
  How do you sell a niche product with a limited potential audience? Try an in depth-television infomercial. Professional Tool Manufacturing's infomercial for Drill Doctor, a drill-bit sharpening machine, is one of the longest-running infomercials in TV history. It has consistently driven retail sales—more than two million Drill Doctors have been sold—while substantially saving advertising costs. Professional Tool Manufacturing and its direct response television (DRTV) agency Atomic Direct created an award-winning infomercial by avoiding the traditional yell-and-sell approach and instead honing in on communicating the benefits of drill-bit sharpening to a sophisticated, do-it-yourself audience.
  More case studies on Case Studies, Marketing Strategy, ROI, Sales
• How a B2B Community Site Increased Lead Volume for Its Advertisers by 50%by ITtoolbox
  ITtoolbox was looking for a way to increase ROI on lead-generation campaigns for its 700 advertisers, among them such big guns as IBM, Microsoft, and Accenture. So ITtoolbox built its own contextual keyword engine, which provided a greater than 50% boost in lead volume and dramatically increased relevancy, boosting conversion rates for advertisers.
  More case studies on B2B Marketing, Case Studies, Lead Generation, ROI, Social Media

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ROI online seminar broadcasts from the best minds in marketing

• The Digital Marketing Mixer Sneak Peek: Fire-up Your Digital Marketing StrategyAttendee rating:  - 10/1/2009
  More seminars on Customer Engagement, Digital Marketing, ROI, Social Media, Trade Shows/Events
• Getting Buy-in with Social Media Measurement: Don't Sweat the Small StuffAttendee rating:  - 8/20/2009
  More seminars on Community, Customer Engagement, Marketing Strategy, Measurement, ROI, Social Media
• Beyond Trade Show Metrics: Improving Your Event Marketing ROIAttendee rating:  - 7/10/2008
  More seminars on Measurement, Metrics, ROI, Trade Shows/Events
• Using e-Metrics to Optimize Your All-Around Marketing StrategyAttendee rating:  - 4/3/2008
  More seminars on Customer Behavior, Marketing Strategy, Online Marketing, Positioning, ROI, Segmentation, Web Analytics, Websites
• How to Make Marketing Indispensable to SalesAttendee rating:  - 2/7/2008
  More seminars on Collaboration, Customer-Centric, Marketing Strategy, Measurement, Print Collateral, ROI, Sales, Value Propositions
• Small Business Series: Budgeting for the Marketing MixAttendee rating:  - 9/14/2007
  More seminars on Marketing Budgets, Marketing Tips, Measurement, ROI, Small Business
• What Marketers Need to Know about Podcasting and Streaming VideoAttendee rating:  - 8/9/2007
  More seminars on Channel Marketing, Marketing Tips, Podcasting, ROI, Videos
• Brand Metrics: Three Pathways to Measure ROIAttendee rating:  - 4/5/2007
  More seminars on Brand Equity, Branding, Collaboration, Metrics, ROI
• Testing, Testing -- The Last (and Best) Direct Marketing TacticAttendee rating:  - 3/15/2007
  More seminars on Direct Marketing, Marketing Analytics, Marketing Tips, ROI, Testing
• Crash Course #9: Direct Marketing Techniques for B-to-B Lead GenerationAttendee rating:  - 3/1/2007
  More seminars on B2B Marketing, Direct Marketing, Lead Generation, Lead Nurturing, Lead Quality, Measurement, ROI
• Crash Course #4: Integrated Media Planning in Direct Marketing to ConsumersAttendee rating:  - 12/14/2006
  More seminars on Direct Marketing, Marketing Tips, Measurement, ROI, Targeting, Testing
• Boosting E-Commerce Conversion Rates with Persuasion ScenariosAttendee rating:  - 11/9/2006
  More seminars on Customer Engagement, E-Commerce, Marketing Tips, Personas, ROI, Web Content, Websites
• Getting Google to Love Your Website . . . AgainAttendee rating:  - 9/28/2006
  More seminars on Google, ROI, Web Copy, Website Design, Websites
• How Marketers Win Friends and Keep Profitable Customers Through ROI AnalysisAttendee rating:  - 9/21/2006
  More seminars on Customer Acquisition, Customer-Centric, Customer Experience, Customer Retention, Marketing Analytics, Metrics, ROI, Targeting
• The 3 Big Secrets Behind Successful Marketing DashboardsAttendee rating:  - 9/7/2006
  More seminars on Collaboration, Marketing Dashboards, Marketing Tips, Metrics, ROI
• CFO vs. CMO Smackdown: How to Win the Budget BattlesAttendee rating:  - 8/4/2005
  More seminars on Collaboration, Management, Marketing Budgets, Marketing Smarter, Metrics, ROI
• “But Wait, There’s More”: A Users Guide to the Basics of Direct Response TV (and Radio)Attendee rating:  - 7/21/2005
  More seminars on Brand Awareness, Copywriting, Direct Marketing, Marketing Smarter, Promotions, ROI
• Lead Generation, Qualification and TrackingAttendee rating:  - 3/10/2005
  More seminars on Lead Generation, Lead Nurturing, Lead Quality, Measurement, ROI, Sales
• Paid Search Advertising: Successful Campaigns Using Google and OvertureAttendee rating:  - 2/3/2005
  More seminars on Advertising, Copywriting, Google, Keywords, PPC Campaigns, ROI, Search Engine Marketing, Search Engines
• More Profitable B2B Marketing:
  Manage Your Leaky Sales & Marketing FunnelAttendee rating:  - 8/12/2004
  More seminars on B2B Marketing, Collaboration, Lead Generation, Management, Promotions, ROI, Sales

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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.
  More tools on Blogging, 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.
  More tools on 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.
  More tools on 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.
  More tools on 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.
  More tools on 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.
  More tools on 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.
  More tools on Collaboration, Lead Generation, Measurement, Metrics, ROI, Sales

See all Tools and Downloads in our library