As I mentioned in my blog post on January 22, 10 Goals I have for Marketers in 2010, the first one is to benchmark and assess for improvement in marketing effectiveness. According to Merriam-Webster, benchmark means to have a point of reference from which measurements may be made OR something that serves as a standard
CFO: Marketer, these are serious allegations.
VP Sales: You marketers are all the same! Your campaigns always look so slick. You always are producing lots of “stuff”. But, when it comes to the tough questions, you never have answers!
Marketer: You want answers?
VP Sales: I think we are entitled to them.
Marketer: You want answers?
VP Sales: We want
“I Was Told There Would Be No Math” – Part 2
Question: if a lead inquires on a campaign in Q1 2010 and counts towards your marketing metrics for conversion; when is that prospect eligible to be counted again as another inquiry?
The Miriam-Webster definition for inquiry is as follows:
Main Entry: in·qui·ry; date: 15th century
1 : examination into
That quote was pulled from a classic Saturday Night Live skit with Chevy Chase impersonating Gerald Ford at a presidential debate. However, it may be just as relevant today, as we head into the new world of demand generation, and marketing automation – I bet many of you didn’t realize how much math would be required
Although I stole this title from a great R.E.M. song that references a confusing incident with Dan Rather, I hope you have come here to read about the “ideal email frequency” – a concept that is also confusing to many marketers.
Email frequency is a relative concept. What might be too many emails for you, may be
If “Always Be Closing” is the mantra for sales professionals, then “Always Be Testing” should be the mantra for marketers. Best practice guidance is a great place to get started; but, there is no substitute for understanding your own audience, your own brand, and the right tactics to most effectively engage your customers.
Regular, disciplined testing
Doing the same thing over and over and expecting a different result is the definition of insanity. Ever heard that saying? Well, I can’t tell you how many marketers when asked, “What results have you received?” They answer with, I don’t know or I can’t track or report properly.
So if you execute marketing programs
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
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
