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Rescooped by Kenneth Carnesi from The Marketing Technology Alert
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B2B Marketing Measurement Needs To Sharpen Its Business Acumen | Forrester Blogs | #TheMarketingAutomationAlert

B2B Marketing Measurement Needs To Sharpen Its Business Acumen | Forrester Blogs | #TheMarketingAutomationAlert | e-commerce social media | Scoop.it

Condensed...


In May, Forrester teamed up with the IT Services Marketing Association (ITSMA) and VisionEdge Marketing (VEM) to survey marketing leaders about how they demonstrate marketing's impact on the business.  About a week ago I (finally) published Forrester's take on this important survey (subscription required).

 

Key among the findings: marketing leadership continues to use metrics to report on performance and justify budgets.  But far fewer use data and analytics to analyze purchase patterns, fine tune the mix, and understand customer lifetime value - actions that can have a bigger impact on overall performance.  The bottomline here is that marketing's impact doesn't matter if CMOs fail to link what they do to business goals. 

 

To help CMOs shift their measurement perspective from outputs to outcomes and to put a sharper focus on business agility, I recommend four key actions to take:

 

1) Clarify which outcomes the business wants.

2) Go beyond ROMI to expose the full scope of marketing's influence.

3) Model and monitor customer lifetime value.

4) Measure existing customer value as well.


Via iNeoMarketing
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iNeoMarketing's curator insight, September 5, 2013 7:15 AM

Sometimes I get self-conscious that I'm making sophomoric statements regarding the CMO and the usage of data and technology to drive the function, i.e., am I stating the obvious here? Then I come across articles such as Laura Ramos' above post, and I don't know whether to be shocked that this is still occurring, or pleased that I'm making the right call.


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Rescooped by Kenneth Carnesi from The Marketing Technology Alert
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A Business Leader's Guide to Marketing Metrics - G2M Solutions | #TheMarketingAutomationAlert

A Business Leader's Guide to Marketing Metrics - G2M Solutions | #TheMarketingAutomationAlert | e-commerce social media | Scoop.it
Here are the B2B marketing metrics that Business Owners should be tracking.


Condensed...


1. Set Shared Goals

  • Reach
  • Lead nurturing
  • Revenue
  • Visit-to-lead %
  • Lead-to-Marketing Qualified Lead (MQL) %
  • MQL-to-Opportunity %
  • Opportunity-to-Sale %
  • Lead-to-customer %

2. Create Content Offers

  • How many leads has this offer generated?
  • Have you measured your new contacts?
  • How many ‘clicks’ do your calls-to-action receive?

3. Gauge Your MQLs

  • How many of these MQLs are you generating month over month?
  • How many MQLs do you get from your blog versus email marketing?
  • Are more leads being nurtured into MQLs over time?

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iNeoMarketing's curator insight, September 3, 2013 6:47 AM

I look at this as putting the cart before the horse: objectives are a function of strategy, so if you're marketing strategy is focused on lead gen, then the aforementioned is a good starting point (emphasis on starting point).


  • See the article at from www.g2msolutions.com.au
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
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  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us


Marti Konstant's curator insight, September 3, 2013 9:57 AM

A must-have report for all CMOs who want to reinforce their value to senior management.