Many of us started our email campaign careers in batch and blast mode. Many are still there. But with the tools on the market available today to track your user’s behavior and the ability to sync those tools with your CRM software, the barriers are coming down. It’s time to leap over the hurdles and
Today I was reading Sirius Decisions’ latest press release (“SiriusDecisions Benchmark Data Reveals: Best-in-Class Companies Positioning for Better Days”). This sentence stood out to me: “…the firm has found that marketers are changing the make-up of their programs to be closer to field activity, shifting the focus more on clients and current deals.”
It’s interesting to
The Search Engine Marketing Professionals Organization (SEMPO) recently reported that spending on search engine marketing (SEM) in North America is expected to hit $26 billion by 2013. And the majority of respondents (70%) said they are trying to generate leads for direct or indirect sales models.
The analysis indicates on MarketingCharts.com however, the only metrics marketers
At three recent user group events I’ve attended for my company, the topic of social media has been a hot one, with Twitter being the hottest topic of all. The Big Question is: Would it be valuable for my company to be on Twitter? My colleague Chad Horenfeldt recently wrote a great post on social
Reduce. Reuse. Recycle. We’re all familiar with that phrase from an environmental standpoint, but have you thought about it from a marketing point of view?
As marketers we spend a lot of time and effort creating campaigns. We have to prepare our target list, write our messages, design our landing pages, alert the sales team on
And, to conclude our series: Myth #4 – Analyzing campaign and marketing ROI is not worth the effort required. Reality check – any metrics that provide you actionable insight to improve performance is worth it.
Remember, you are looking for trend points to make educated bets on campaign optimization. Ultimately, the demand generation team that can
OK – I hope you are still with me. We tackled that Cost Per Name does not tell the whole story. We’ve identified a Campaign Revenue Attribution method that makes sense for our own organization. Now, let’s knock down one of the most common myths of all.
Myth #3 – The data will provide us with a “perfect path” of
Yesterday, in our series on Marketing ROI, we looked at Myth #1 – Cost per name is enough for measuring marketing effectiveness. The reality is a single metric does not tell us the whole story. Today, let’s explore different campaign revenue attribution methods so that you can better begin to look at the bigger picture.
Myth #2 – Long-term ROI analysis is
Not enough marketers are measuring ROI. ROI – the term I hate to love. I LOVE it – because it is essential to improving campaign performance. I HATE to love it – because it is hard. So hard, in fact, we have a gazillion ways to refer to it: marketing ROI, short-term ROMI, long-term ROMI,
