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Marketing Articles: Metrics & ROI

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  • Lead Nurturing and Marketing Automation: 15 Key Questions Answered (Questions 2-4)
    by Sid Smith
    The second article in this series answers three questions: How do we get started with lead nurturing/marketing automation? What is lead nurturing and how does it work? How long till we see ROI on lead nurture? more
  • Building a Culture of Testing and Optimization: Planning (Part 1)
    by Kim Ann King
    Whether you've been testing for years or you're just getting started, your optimization program's success depends on careful planning, implementation, and measurement. This is the first in a three-part series of articles that looks at the steps involved. more
  • Five Ways SMBs Can Track the ROI of Social Media Ads
    by Irv 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. more
  • Five Ways Marketers Can Boost the ROI of Big Data
    by Scott 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 are five of the best ways to increase the ROI you achieve on your Big Data expenditures. more
  • A Three-Step Approach for Linking Content and Behavior: Measuring Relevancy
    by Laura Patterson
    Almost everyone would agree that content must be relevant. But what is the best way to measure relevancy? Many of the ways are complex, but here's a simpler, three-step process any marketer can use to link interaction (behavior) with content and a method for measuring relevancy. more
  • Three Metrics for Measuring the Success of Your Video
    by Ezra Fishman
    Let's face it, video is hot—and everyone knows it. Video gets people more excited and engaged with the message we marketers are trying to convey than do paragraphs of writing. But one major problem most of marketers have with video is this: How the heck do you measure the success ... more
  • Nine Steps to Better Conversions [Infographic]
    by Nemo Chu
    Over time, insiders in the analytics industry have codified A/B-testing to help clients understand how it all really works. This infographic by KISSmetrics and Conversion Rate Experts highlights one approach that works particularly well for SaaS businesses—and can be applied in other industries. more
  • Customer Experiences and the Theory of Relativity
    by Howard Lax, PhD
    Your customers see the world through a lens of comparisons to meaningful reference points. That has repercussions for the design, measurement, and analysis of customer experiences—and, by extension, customer loyalty. more
  • Why You Need to Focus on Your Customers' Trigger Moments
    by Eric Zeitoun
    Rther than overlooking your customers' trigger moments—when they're consciously making a change—you should be creating strategies that effectively turn those moments into recruitment opportunities. more
  • Three Valuable Lessons Marketers Can Learn From the World Series
    by Scott Batchelor
    When Pablo Sandoval faced Justin Verlander in Game 1 of the World Series, each had a season full of data at his disposal: what pitches Verlander tended to throw in certain situations, and which areas of the strike zone Sandoval was most likely to get a hit. We marketers can ... more
  • 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 myth and others surrounding social media ROI. more
  • Science + Structure + Metrics = A Winning Formula for Positive Teleprospecting Results
    by Peter Gracey
    "Science + structure + metrics = successful outcomes" might not be the formula that immediately comes to mind for improving your teleprospecting results, but following it step-by-step is a great way to keep your teams focused and organized throughout a campaign. more
  • 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 way, good old-fashioned direct mail can be a key part of your strategy," she says. Viveiros interviewed marketers Michele Fitzpatrick and ... more
  • Is 'Free' Still a Dirty Word?
    "Email marketing can be a tricky balancing act," writes Melissa Miller at HubSpot. "You want to use copy that will get your recipients' attention, but you don't want to select words that will raise red flags with SPAM filters." So what about the word free? Once considered the reddest of red ... more
  • 2013 B2B Content Marketing Benchmarks, Budgets, and Trends
    B2B marketers are spending more, using more tactics, and distributing their content on more social networks than they have in years past, according to the latest findings of a study from MarketingProfs and the Content Marketing Institute: B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America. more
  • Solve Your Four Hairy Demand-Gen Data Challenges
    by Stephanie Tilton
    What do you get when you put an analyst, a consultant, a practitioner, and a ringleader on the same panel devoted to demand-gen data? You get smart answers to your most pressing questions. Here's a summary of the smarts that such a panel imparted at the MarketingProfs B2B Forum earlier ... more
  • Six Tips for Creating an Analytics-Driven Marketing Culture
    by Adele Sweetwood
    These days, if a marketing organization is to deliver value and show tangible results, it must build an analytical culture. If yours is like most marketing organizations, you already pack a strong dose of creativity. Analytics enables you to combine that creativity with fact-based decision-making—with powerful results. more
  • The Six A's of Marketing Performance Management [Infographic]
    by Laura Patterson, Julie Schwartz
    What grade would your CEO give your marketing organization for its ability to demonstrate its impact on the business? Today's "A" marketers demonstrate these Six A's of Marketing Performance Management: the best-practice competencies of alignment, accountability, analytics, automation, alliances, and assessment. more
  • Digital, Direct Marketing Jobs Outlook Weakens in 4Q12
    The job prospects of direct and digital marketers have weakened for the fourth quarter of 2012, according to Bernhart Associates' Quarterly Employment Report: 46% of employers plan to add marketing staff over the next three months, down from the 50% who planned to do so six months earlier. more
  • Five A/B Tests You Should Use
    "A/B testing is one of the most methodical and sure-fire methods...to gauge the viability of your marketing strategy," writes Ruben Corbo in a guest post at Remarkablogger. With A/B testing—which simply compares two versions of one campaign or creative—you can identify what works, what works better, and what doesn't work at ... more
  • How to Clear the Gmail Hurdles
    If you're one of Gmail's 350 million users, you know how vigorously the service defends your inbox from unwanted email. Obvious junk goes to the spam folder. But that's not all. In addition to legitimate email marketers, spammers send billions of messages to consumers every day, leading harried recipients with little ... more
  • Marketers and Content Consumption, Use, and Measurement
    by Mark C. Nardone
    Content consumption is no longer a choice, it's innate. If you own a smartphone, tablet, or laptop, chances are you're absorbing content the majority of the time that you're awake. This brief survey considers how marketers consume content, and how they use and measure it in their work as marketers. more
  • Three Tips for Navigating the New 'Demand Waterfall'
    by Aaron Dun
    What was once defined as a tidy "funnel" or a simple "waterfall" is no longer as relevant as it once was. Think, instead, a river fed by many brooks and streams that gracefully come together, only to rush over the edge of the waterfall into the (sometimes) beautiful and tranquil ... more
  • PPC Ads Don't Cannibalize Organic Search Listings [Infographic]
    by Ivan Dimitrijevic
    One theory that some search marketers hold is that purchasing Google AdWords does not make financial sense because the ads will cannibalize organic listings. The theory supposes that the two forces, AdWords and SEO, are killing each other, and it is a bad strategy to spend money on both at ... more
  • Brands Derive Tactical and Strategic Gains From Integrated Marketing
    Marketers who have adopted multichannel marketing practices are reporting solid business benefits across key metrics, including shorter sales cycles and higher ROI from marketing investments, according to a report conducted by Forrester Research on behalf of Sitecore. more

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