ROI: How-to articles covering the latest marketing tactics, tips, and strategies.
Five Ways B2B Marketing Will Change in 2017: All Roads Lead to Marketing Performance ManagementJames ThomasAsk B2B marketers to identify what they are focused on, year after year, and they will say "revenue." Enter marketing performance management. As we enter 2017, five key changes will ...
The Future of PR: Tech-Driven Media Intelligence [Infographic]Vahe HabeshianIf PR is to retain its importance, PR professionals and firms will need to be able to demonstrate results; and, for that, they will need to have ready access to ...
#SocialSkim: Facebook Sets Sights on LinkedIn, Trials TV Ads (Kinda): 13 Stories This WeekChristian NeriFacebook steps on LinkedIn's turf with a job-posting feature and begins to trial selling ads on TV screens; hope for Viners as Twitter considers selling it; Facebook revives gaming hopes ...
Which Marketing Channels Have the Best ROI Measurability?Ayaz NanjiExecutives say email and search are the two marketing channels for which it is easiest to measure return on investment (ROI), according to recent research from Millward Brown.
The ROI of AdWords Spend for B2B FirmsAyaz NanjiWhat is the return on investment for B2B companies when they spend on Google AdWords search advertising?
Four Things to Look for in a Call-Tracking ProviderLance WeatherbyNavigating call-tracking offerings can be difficult, especially if you're not sure of what to look for in a provider. Keep these four things in mind as a checklist of criteria ...
Call Attribution 101 for Digital Marketers: How to Optimize Calls Just Like ClicksSusan BryantCalls from search, social, and display ads are often the most lucrative type of conversion, but also the most difficult for marketers to measure and optimize. Here's a basic lesson ...
Data and Analytics: Three Key Steps to Successful Business DecisionsLaura PattersonWithout a doubt, data and analytics have become central to every organization's business strategy. Find out how to enable your marketing organization to successfully use data and analytics to drive ...
How to Measure the Value of Your Content: Three Sets of MetricsTarah SpeckMore than ever, we B2B marketers are held accountable for driving revenue—and proving that we are. If you're struggling with measuring your content's value, here are three sets of metrics ...
Social Media vs. Content: Where Should You Invest?Rohan AyyarDeciding where to put your investment—of money, time, and effort—isn't easy. And the ROI of both social and content is notoriously difficult to measure. So how do you decide where ...
ROI: Podcasts containing in-depth interviews with smart marketers from all walks of life.
Funnel Metrics, Attribution, and Measuring Marketing ROI in Any Industry: Christine Vermes on Marketing Smarts [Podcast]by Kerry O'Shea GorgoneChristine Vermes, vice-president of marketing at sales and marketing analytics company Full Circle Insights, discusses funnel metrics and attribution, and how to measure marketing ROI in any industry, from software and technology to the game of polo.
Marketing, PR, Social, Advertising Are All Intertwined: Geoff Livingston on Marketing Smarts [Podcast]by Kerry O'Shea GorgoneAuthor, strategist, and MarketingProfs Marketing Writing Bootcamp instructor Geoff Livingston discusses marketing strategy, customer experience, content, PR, and more.
Revenue and the CMO: Author Glenn Gow Talks to Marketing Smarts [Podcast]by Kerry O'Shea GorgoneHelping your company to embrace social selling doesn't have to be an all-or-nothing proposition: You can implement a pilot program to demonstrate how social media can have a positive impact on revenue. Glenn Gow shares tips for starting a successful ...
Content Marketing and Entrepreneurship: Skyword CEO Tom Gerace Talks to Marketing Smarts [Podcast]by Kerry O'Shea GorgoneSerial entrepreneur and Skyword CEO Tom Gerace talks with Marketing Smarts about content strategy, affiliate marketing, entrepreneurship, and everything in between.
Moving From Attribution to Prediction: Jim Lenskold Talks ROI Metrics on Marketing Smarts [Podcast]by Matthew GrantDemonstrating 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 ...
Don't Let Data Drive, Let It Inform: Beth Kanter and KD Paine on Marketing Smarts [Podcast]by Matthew GrantBeth Kanter and Katie Delahaye (KD) Paine, authors of Measuring the Networked Nonprofit: Using Data to Change the World, discuss performance metrics and nonprofits.
People Respond to Stories: Rohit Bhargava Talks Likeonomics on Marketing Smarts [Podcast]by Matthew GrantRohit 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 ...
ROI: Online seminar broadcasts from the best minds in marketing
- Digital Trends for 2017: What You Need to Know NowBroadcast on 8/11/2016 with Mike CorakIn this PRO seminar, we'll share the top digital trends that will deliver today and into the future. We'll walk through the best of what's ahead while gaining insight and tips for real-world application in digital communications, roadmap creation, and most importantly, performance optimization. We'll expose false predictions and shine a light on the trends you shouldn't ignore. You'll leave with the knowledge and actionable information you need to succeed in digital marketing in 2017.
- 10 Powerful Tips for Getting More From Your AnalyticsBroadcast on 3/19/2015 with Michele KissIn this PRO seminar, we'll provide you with 10 tips and actions you can implement immediately to do more with your data—no expensive tools required! Whether you have an analytics team or you have no support at all, we'll show you how to get more from your data and so you can stop struggling and start gaining valuable insight.
- How to Use Metrics to Achieve Greater Results From Your Next ExhibitBroadcast on 10/16/2014 with Joe FederbushIn this PRO seminar, we'll share how exhibitors, regardless of size or budget, can develop and execute an effective and strategic event marketing measurement strategy. You'll learn how to use the right tools to justify your event's budget, and take away tried-and-true tips such as how to calculate the optimal booth size and number of personnel needed to achieve maximum results.
- MarketingProfs University: Finding the True Value of Your Online Marketing CampaignsBroadcast on 4/10/2014 with Ruth BurrIn this PRO seminar, you'll learn how web marketing programs should target the "sweet spot" between website performance and campaign performance, allowing marketers to take a whole-funnel approach.
- The Power of More: How Knowing More About Your Website Visitors Drives Greater ROIBroadcast on 6/20/2013 with Marc Engelsman, Ben YurchakThis seminar will delve into some of the challenges marketers face when extracting meaningful and actionable insights from their web analytics data and lead you to more—more leads, more conversions, more sales, more ROI.
- How to Optimize and Measure Trade Show ROIBroadcast on 11/8/2012 with Skip CoxThis PRO seminar will provide marketers with a proven approach to accurately measuring the results of their events efforts.
- Solutions to 10 Confounding Content Marketing ChallengesBroadcast on 8/16/2012 with Stephanie Tilton, Ann HandleyMany 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.
- MarketingProfs University: How to Effectively Generate and Manage LeadsBroadcast on 7/12/2012 with James W. ObermayerThis 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.
- No BS Social Media: How to Drive Real Revenue with Social Media MarketingBroadcast on 2/16/2012 with Jason FallsJoin 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.
- Measuring and Sustaining Social Media SuccessBroadcast on 8/25/2011 with Geoff LivingstonLearn 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.
ROI: Tutorials — tactical marketing know-how in just 10 minutes from subject matter experts
- Take 10: The Four Most Important Reports in Google AnalyticsReleased on 6/13/2014 with Peter PlattIn just 10 minutes, you'll learn which reports are most important, and how to use this information to assist you in future campaigns. You'll walk away with a better understanding of Google Analytics, and how to get the most out of your metrics and reporting.
- Take 10: How to Set Up Your Metrics for a Successful CampaignReleased on 1/24/2014 with Ruth P. StevensIn just 10 minutes, we'll review the various data capture methods available, which methods are appropriate for each communication type, and the guidelines you should use to choose the right metrics for a successful campaign.
- Take 10: How to Create Goals in Google AnalyticsReleased on 9/20/2013 with Christine B. WhittemoreIn just 10 minutes, you'll learn how to set up basic goals in Google Analytics so you can start to evaluate your website traffic right away.
- Take 10: Selecting the Right Metrics to Measure Campaign SuccessReleased on 6/21/2013 with Ruth P. StevensIn just 10 minutes, we'll provide you with guidelines for choosing the right metrics for your campaign so you can get right to measuring your tremendous success.
- Take 10: How to Create Custom URLs for Better Campaign TrackingReleased on 10/5/2012 with Dan SoschinIn 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.
- Take 10 Video Series: Seven Steps to Measuring Social Media ROIReleased on 7/13/2012 with David B. ThomasIn 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.
- Take 10 Author Series: How to Win Big with Content MarketingReleased on 9/23/2011 with David Meerman ScottIn 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.
- Take 10: 6 Steps for Designing Profitable Lead Nurturing ProgramsReleased on 10/1/2010 with Jim LenskoldJoin 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.
ROI: Marketing downloads for the busy professional
- Social Media ROI Success StoriesLearn 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.
- B2B Lead Generation: Marketing ROI & Performance Evaluation StudyMarketingProfs research studies the effectiveness and performance of lead generation comparing quantity to quality.
- 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.
- 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.
- Benchmark Survey: Search Engine OptimizationLink 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.
- 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.
- Marketing ROI and the Sales FunnelIn 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.