Measurement

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• 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 ...
  Marketing Analytics, Measurement, Metrics
• How to Improve Performance Measurement in Four StepsLaura 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.
  Marketing Analytics, Measurement, Metrics
• CMOs Expect Big Returns From Digital Marketing
  Though online marketing is still a work in progress for many organizations, most corporate management teams are fully supportive of digital investments, driven by the benefits of improved marketing ROI, ...
  Advertising, Chief Marketing Officer, Customer Engagement, Digital Marketing, Email Campaigns, Measurement, Mobile Marketing, Research Summaries, Strategy, Web Analytics, Websites
• B2B Social Marketing Growing, LinkedIn Top Channel
  Though B2B marketers use a variety of platforms for social media marketing, a plurality (30%) cite LinkedIn as their most important channel for social outreach, according to a report by ...
  B2B Marketing, Blogging, Branding, Facebook, LinkedIn, Measurement, Research Summaries, Search Engine Marketing, Social Media, Twitter, YouTube
• Do You Still Email Like It's 1999?
  "Though all things Internet seem to move at the speed of light and come or go overnight, commercial email marketing is, impressively, approaching its 15th anniversary," writes Karen Talavera in ...
  Email, Email Lists, Email Marketing, Email Subject Lines, Measurement
• B2B Brands Trail B2C in Social Media Monitoring, Follow-Up
  Many B2B businesses are ignoring the consumer insights that social media can provide, according to a report by Satmetrix. Only 49% of surveyed B2B brands track what consumers are saying ...
  B2B Marketing, Content, Corporate Communications, Measurement, Research Summaries, Social Media, Word-of-Mouth
• Tracking Local Marketing ROI Challenges National Brands
  Nearly two-thirds (66.2%) of national brands invest in local marketing (i.e., they conduct marketing campaigns directed at customers in their local markets) but only 42.0% measure the return on investment ...
  Advertising, Local Marketing, Marketing Budgets, Measurement, Research Summaries, ROI
• Follow Three Steps to Identify Your Campaign Goals and Measure Their OutcomesLaura Patterson
  Do you know exactly what your campaign goals are? Do you know how to measure your campaign outcomes? If not, here are three steps you must take when developing and ...
  Marketing Strategy, Measurement, Metrics
• Doc, What Can You Do for My Marketing Headache? A Data PrescriptionJim Bergeson
  Marketers can feel overwhelmed by the waves of marketing "solutions" that come at them daily: new digital advertising options, new mobile apps, every surefire lead-generation scheme in the book. It's ...
  Market Research, Marketing Analytics, Measurement, Metrics, ROI, Survey Data
• How to Measure Those Three Little Words: Return on InvestmentJim Bergeson
  Let's face it, no three words are more beautiful to hear while on the job than "return on investment." Learn the basics of calculating marketing ROI—and a more nuanced approach ...
  Chief Marketing Officer, Marketing Smarter, Measurement, Metrics, ROI
• Brands Not Capturing the Benefits of Big Data Marketing
  Although 91% of senior corporate marketers agree that successful brands are using customer data to drive marketing decisions, 39% say their own company's data is collected too infrequently or not ...
  Branding, Measurement, Research Summaries
• Sales and Marketing Alignment: Seven Steps to Collaborative, Right-Time Revenue OptimizationJoe Cordo
  Sales and Marketing alignment is not a new issue, but marketing and sales organizations should not ignore some of the newest best-practices for creating a strong, collaborative revenue engine. The ...
  Collaboration, Content, Marketing Smarter, Measurement, Personas, Sales
• Sweat-Free Ways to Check Your Social Pulse
  Once in awhile we need tools that can help us maintain our social chops. To help you bring some coherence to all the noise across Twitter and the blogosphere, we've ...
  Marketing Smarter, Measurement, Social Media
• How to Create an Actionable Marketing Dashboard (and Why You Need One)Laura Patterson
  If you want to answer the C-suite's questions about how Marketing is performing, you need a dashboard—an insightful report that can optimize performance. Learn five key steps to creating a ...
  Collaboration, Marketing Dashboards, Marketing Tips, Measurement, Metrics, ROI
• Three Ways to Improve Your Lead-Scoring ProcessJustin Gray
  Lead scoring enables marketers to precisely measure the warmth of leads before passing them to Sales, thereby increasing conversion rates. But that can be tricky. Learn how to smooth out ...
  Customer Behavior, Lead Scoring, Marketing Automation, Marketing Tips, Measurement
• Forrester: Calculate the Value of Your Email Subscribers
  Many interactive marketers rely on email subscriber valuation (ESV) to justify budgets and plan messaging strategies, according to a new report by Forrester Research, which presents a three-step formula for ...
  Email Marketing, Measurement, Research Summaries
• Three Tricks for Getting Your Lead Gen Program Where You Want It To Go
  "According to an old expression, even a man lost in the woods knows where he wants to go," writes Dan McDade at MarketingProfs. That adage can apply to the lead ...
  Lead Generation, Marketing Tips, Measurement, Sales
• Break Down Marketing Silos Now: Build Engagement With Cross-Channel MarketingRon Person
  Marketers have a tough job! No juggler's job has ever been as tough. With 13 or so online marketing channels (and just as many offline), the job of cross-channel marketing ...
  Channel Marketing, Collaboration, Management, Marketing Strategy, Measurement
• Three Keys to Accelerating Marketing Measurement and a Fact-Based CultureLaura 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 ...
  Chief Marketing Officer, Collaboration, Management, Marketing Analytics, Measurement, ROI
• Four Steps to Taming Wild B2B Data
  In this age of massive data collection, a new challenge has emerged for B2B marketing teams: figuring out what to do with all that information. "Organizations might have thousands, or ...
  B2B Marketing, Measurement, Metrics