ROI

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• Case Study: How a Private Software Company Doubled Its Email Campaigns and More Than Quadrupled Sales LeadsLaurie Lande
  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. ...
• Make the Business Case for Email: Three Ways to Talk Your Boss's LanguageLoren McDonald
  by Loren McDonald Email is the most-used tool in the marketer's arsenal—but there's a pretty good chance your CEO just doesn't understand its contribution to the bottom line. Unfortunately, that's ...
  Email Marketing, Metrics, ROI
• Case Study: How a Technology Services Company's Online Marketing Campaign Generated a 30-Times ROILaurie Lande
  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 ...
• Why You Need Tradeshow Audits for Effective MeasurementSkip Cox
  Executives in every industry are demanding definitive results linking marketing spend to business impact, and tradeshows are no exception. Exhibit managers need solid data when selecting the right tradeshows for ...
  Measurement, Metrics, ROI, Tradeshows/Events
• An Alternative Method of Measuring Direct Mail ROIJoy Joseph
  For many marketing vehicles, it is difficult to directly estimate ROI -- the proportion of revenues in the financial year due to marketing. Not so with direct mail, however. Here's how.
  Direct Marketing, ROI, Testing
• Branding Is for Cattle: What Really Matters to CEOsDavid Meerman Scott
  Many CEOs say that the way marketing happens in their organizations is ineffective. What's more, many CEOs believe that within the management teams and employees at companies they have worked ...
  Branding, Management, Measurement, ROI
• Case Study: How a Long-Running Tool Infomercial Has Kept Sales and ROI Strong for Six YearsStephanie G. Hlavin
  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 ...
• Email Marketing: Shortchanged by Resource-to-ROI Imbalance (Part 1)Loren McDonald
  Issues like inbox deliverability or rendering are not the real problems that confound email marketers. Here's the real issue: Most companies are uninformed about email-marketing best practices and lack in-house ...
  Copywriting, Email Marketing, ROI
• New Survey Results: Challenges Remain for ROI Measurements, but Discipline Pays offJim Lenskold
  This week, the Lenskold Group and MarketingProfs released results of our new survey on marketing accountability, measurements, and ROI. The 2007 Marketing ROI and Measurements Study focuses on the difference ...
  Conferences, Metrics, ROI, Targeting
• Case Study: How a B2B Community Site Increased Lead Volume for Its Advertisers by 50%BL Ochman
  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 ...
• Marketing ROI in 2007—Moving Into the New Era of MarketingJim Lenskold
  Here's what Jim believes will be the trends for 2007 in marketing ROI as well as priorities you should keep in mind. Progress in 2007 will not come from new ...
  Collaboration, Marketing Strategy, Measurement, ROI
• Four Ways to Get More Out of Your Annual Planning and BudgetingJim Lenskold
  Much as you might dread it, planning and budgeting are not going away. So you may as well make the effort to get more value out of the process. It's ...
  Marketing Budgets, Marketing Tips, Metrics, ROI, Targeting
• Turning Customers Into Your Sales and Marketing DepartmentJim Lenskold
  Customer Experience, Metrics, Net Promoter, Referrals, ROI
• How to Maximize Your Return on Investment With Google AdWordsNeil Anuskiewicz
  Collaboration, Copywriting, Customer Acquisition, Google, Keywords, Landing Pages, PPC Campaigns, ROI, Websites
• The CMO's Guide to a Shifting MarketplaceSuzanne Lowe
  If only clients would stand still. How much easier our lives as marketing professionals would be if client needs were consistent year after year and their marketplaces were never buffeted ...
  Hiring Outside Resources, Marketing Inspiration, Metrics, ROI
• Bridging the Gap: Click-to-Call 101John Federman
  With click-to-call, it's now possible to bridge the gap between the online and phone channels, and track the effectiveness of both.
  E-Commerce, Local Marketing, PPC Campaigns, ROI, Sales, Websites
• How to Beat the Competition With Your AdWords CampaignsNick Usborne
  Nothing gets the adrenalin pumping quite like an AdWords campaign that delivers a strong ROI. Success brings a big grin on your face when you realize you can invest more ...
  Keywords, Landing Pages, PPC Campaigns, ROI, Targeting, Testing
• Turning Customers Into Your Sales and Marketing DepartmentJim Lenskold
  One of the most exciting and promising developments in marketing is the emergence of something called Net Promoters. First described two years ago in Harvard Business Review, Net Promoters is ...
  Customer Experience, Marketing Tips, Net Promoter, Referrals, ROI
• 10 Tips for Running an Effective PPC Search CampaignJay Bower
  Pay-per-click (PPC) advertising is not just the marketing flavor of the week. It is a very profitable way to get prospects to Web sites for a long time to come. ...
  Copywriting, Keywords, Landing Pages, PPC Campaigns, ROI, Testing
• The 80/20 Volume ParadoxGeoff Dillon
  Here's why tapping your top-volume clients for further growth doesn't always work. The truth is: you need to cast a wider net.
  Measurement, ROI, Segmentation, Targeting