ROI

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• Take Your Influence and Credibility to the High Board: Diving Into ChangeLaura Patterson
  Marketers feel the pressure. They know that their credibility and influence are at risk when they cannot connect marketing activities to business results. Here's how to fix that problem.
  Career Management, Management, Marketing Planning, Measurement, Metrics, ROI
• Four Online Marketing Metrics That Actually MatterLarry Kim
  A few weeks ago, I wrote about six stupid marketing metrics that need to die. The response was overwhelming. But marketers wanted to know which metrics still matter. These four ...
  Advertising, Content, Content Marketing, Customer Engagement, Digital Marketing, Digital Theory, Engagement, Facebook, Inbound Marketing, Measurement, Metrics, PPC Campaigns, ROI, SEO, Social Media, Twitter
• Marketers, Here's How to Answer the 'What Have You Done for Me Lately?' Question [Infographic]Laura Patterson, Jerry Rackley
  Most marketers are facing constant scrutiny regarding their performance and contribution. Very few, however, are responding to it in a way that inspires confidence.
  Data, Marketing Operations, Measurement, Metrics, ROI, Web Analytics
• Marketers Need to Measure All Touchpoints Throughout the Purchase FunnelMatt Voda
  Enterprise marketers can no longer view marketing performance merely by channel-specific metrics. They now must understand how each channel and ad contributes to the funnel—and the bottom line.
  Marketing Strategy, Measurement, Metrics, ROI, Sales
• Six Drivers of ROI in Event MarketingDaniel Maurer
  Keep these six items in mind as you go through the event-planning process; they will help you make sure you and your stakeholders are prepared for the tasks ahead and ...
  Conferences, Lead Generation, Metrics, ROI, Sales, Tradeshows/Events
• Marketers Need a Better Approach to Campaign Performance MetricsBonnie Crater
  Don't get stuck on the very limited and oversimplified single-touch attribution model when you need visibility into campaigns. Try using weighted campaign influence instead.
  Digital Marketing, Marketing Analytics, Measurement, Metrics, ROI, Sales
• How to Track Your Tradeshow ROIPeter Symonds
  From renting floor space to designing and building your booth, tradeshow costs can quickly add up—into a five-figure sum. Which is why it's essential to also measure how much you ...
  Conferences, CRM, Customer Acquisition, Measurement, Metrics, ROI, Sales, Tradeshows/Events
• Are You Too Busy Chopping (Marketing) Wood to Sharpen Your (Marketing Operations) Ax?Laura Patterson
  Your to-do list never seems to dwindle, no matter how often you hack at it. But chipping away at your marketing tasks would be so much easier if your figurative ...
  Customer Insight, Data, Marketing Dashboards, Marketing Operations, Marketing Planning, Measurement, Metrics, ROI
• How CMOs Can Prove Their ROI in the C-SuiteBob Murphy
  Even after a CMO is accepted into the C-suite, a lot of confusion remains about what he or she should be delivering. The answer starts and ends with demonstrating a ...
  Attribution Modeling, Career Management, Chief Marketing Officer, Marketing Strategy, Measurement, Metrics, ROI
• Five Key Metrics You Need to Create a Customer-Centric CompanyLaura Patterson
  To ensure a customer-centric vision takes root in your marketing organization, you need to establish clear metrics that are linked to the company's strategic, operational, and financial goals.
  Customer-Centric, Customer Relationships, Management, Measurement, Metrics, Product Management, Product Marketing, ROI
• Five Ways to Get Board Backing for Your Marketing CampaignJulia Doheny (Cupman)
  Securing buy-in—and budget—from board-level stakeholders is one of the biggest challenges marketers face. Particularly in B2B firms, Sales often has more influence than Marketing. So what can you do?
  B2B Marketing, Campaign Management, Career Management, Management, Marketing Planning, ROI
• The No. 1 Social Media Mistake You're Making (and Four Ways to Fix It)Mike Volpe
  Most marketers say they cannot measure the ROI of their social media efforts. It's time to start thinking of social as a revenue-building medium—and adopt a results-driven approach toward it. ...
  Measurement, Metrics, ROI, Social Analytics, Social Media
• 2015 B2C Content Marketing Benchmarks, Budgets, and TrendsVahe Habeshian
  B2C content marketers struggle with effectively tracking their content marketing ROI, according to the findings of the fifth annual content marketing study by MarketingProfs and the Content Marketing Institute.
  Advertising, B2C, Blogging, Content, Content Marketing, Inbound Marketing, Marketing Budgets, Marketing Challenges, Marketing Strategy, Metrics, Research Summaries, Retail Marketing, ROI, Social Media, Web Content
• Five Email Mistakes Even the Experts MakeAmanda Kiviaho
  Even the most experienced email marketers make mistakes—sometimes time and again. This article discusses five such mistakes and offers tips so you don't sacrifice your emails to the junk folder.
  Content, Email, Email Marketing, Metrics, ROI
• Digital Video Vital Signs: How Healthy Is Your Online Video Investment?Jessica Hall
  As more video content moves online, marketers and brand managers grapple with this question: How do we monetize this investment? The answer lies in regularly checking these four vital signs ...
  Content, Engagement, Measurement, Metrics, Mobile Marketing, ROI, Videos
• Why Businesses Should Adopt a Sales-First StrategyKurt Andersen
  Every department at a company is responsible for realizing an increase in revenue year over year. Revenue generation does not exist in a bubble. That is why I believe in ...
  Customer Relationships, Marketing Strategy, ROI, Sales
• Video Marketers Prove ROI Better Than Text-Based Marketers [Infographic]Verónica Jarski
  Video is easier to track and measure than text-based content, according to Vidyard. Here's a look at the many metrics for video marketing you can use to prove ROI.
  Content, Content Marketing, Data, Metrics, ROI, Videos, YouTube
• The High Cost of 'Free': Four Types of Free Offers and How to Calculate Their Cost to MarketersHeidi Cohen
  "Free" for customers is never free for marketers. There are always expenses to be paid for free offers or giveaways. And those costs are often higher than marketers anticipate.
  B2B Marketing, B2C, Content, Customer Acquisition, Customer Insight, Demand Generation, Direct Marketing, E-Commerce, Forecasts, Lead Generation, Metrics, Product Marketing, Promotions, ROI, Value Propositions, White Papers
• Four Awesome Things Marketing and Training Have in CommonJenn Waltner
  While attending a conference about training, I realized how interchangeable the words "trainer" and "marketer" are. That got me thinking about the similiarities between marketing and training—and the ways each ...
  Career Management, Marketing Inspiration, ROI
• Five Components of Measuring Return on Customer EngagementJohn Hoholik
  Before embarking on a return on customer engagement strategy, you must implement these five key components to ensure relevant, timely, and accurate measurement—ultimately, of future business performance.
  Customer Acquisition, Customer Engagement, Customer Relationships, Data, Google Analytics, Management, Measurement, Metrics, ROI, Sales