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Marketing Articles: Metrics & ROI

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  • 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
  • Three Arguments to Promote Smarter Email Campaigns
    In a post at Marketing Insights, Tom Meriam recounts a nightmare scenario described by one of his prospects: Two weeks into a new job, the CEO demanded that an email go out the following Friday—or heads were going to roll. "He had a relatively defined target audience, but a limited idea ... more
  • How to Transform Marketing Into a Center of Excellence [Infographic]
    by Laura Patterson
    Nearly everyone understands that the marketing function is vital to an organization's success. However, not all folks understand the various components that must work in unison to achieve the desired organizational results. more
  • Use Your Spidey-Sense to Enhance Your Web Presence
    by Dave Calibey, Sky Calibey
    When Peter Parker practices his heroics as Spider-Man, he captivates the citizenry and the press alike. By emulating his superpowers, you too can masterfully connect with customers and followers online. more
  • Three Steps to Calculating B2B Social Media ROI
    Countless B2B marketers have balked at the difficulty of calculating social media ROI. But Andy deBrunner, in a guest post at the B2B Insights Blog, begs to differ: He offers three simple steps to a calculation. Although deBrunner admits the formula he presents is "a bare-bones simplification of the process," he ... more
  • Tracking Traffic From Pinterest: Three Measurements
    Pinterest serves more than 11.7 million US users monthly. But how do you know how many of them are checking out your Pins? While Pins and Repins of photos from your site are great in theory for generating traffic, how do you actually track those numbers? Jim Gianoglio shares four ways ... more
  • Free Friday: Discover the Top Inbound Metrics for B2Bs
    by Verónica Jarski
    On this Free Friday, we're inviting you to the free "Topic Inbound metrics for B2B Marketers" seminar. more
  • Five Steps to Measuring B2B Marketing Programs
    B2B marketers face myriad barriers to accurate measurement of marketing programs.But lucky for us, some help arrived last summer with Marketo's popular Definitive Guide to Marketing Metrics and Analytics. In it, Jon Miller offers five sequential methods for building a "sensible framework" to answer the age-old marketing question, "Did this ... more
  • Execs Dish on the Growing Importance of 'Social Business'
    Social business is important today, and it is expected to be more important in the future, according to a report by the MIT Sloan Management Review and Deloitte: 18% of global executives say social business is important to their organization today, and 63% say social business will be important in ... more
  • Driving Engagement With the New Facebook Ad Optimization Features
    Building to its IPO, Facebook unrolled improvements that let marketers optimize ads for multiple actions (not just Likes). In a post at Mashable, Victoria Ransom shares four tips for enhancing performance with those action-driven optimization capabilities. Now more than ever, she notes, "the challenge to create organic-feeling and genuine ads ... more
  • Marketers Boosting Automated Campaigns in 2012
    Marketing automation is on the rise: 59% of senior marketers say they expect the number of automated campaigns to increase over the next 12 months, and 83% expect the use of marketing automation to improve the efficiency of their marketing processes, according to a report by Forrester Research and Silverpop. more
  • How to Improve Performance Measurement in Four Steps
    by Laura Patterson
    Measuring and reporting on Marketing's value is more important than ever. To truly demonstrate their value and design an effective performance measurement system, marketers should focus on four key areas. more

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