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Test, Trend, Tweak: Don't Leave Your Campaigns on Auto-Pilot

SallyLoweryBy Sally Lowery, Director of Demand Generation, Bronto Software

In my mind, here’s the difference between lead generation and demand generation. Lead generation stops at the hand being raised by a prospect showing interest, while demand generation continues the conversation and cultivates that relationship with timely and relevant content. What causes most demand generation programs to miss the boat is not necessarily the timeliness but the relevance of the campaigns that they create.

Adding Dashboard Metrics To Maximize Marketing ROI, Lead Generation Efforts

By Jim Lenskold, President, The Lenskold Group

This is the fourth article in the four-part series on Maximizing Lead Generation Marketing ROI. The other articles in this series include:
Part 1: Lead Quality Counts Part 2:Insight, Alignment & Action Part 3: Measuring Effectiveness

In addition to measurements for specific tactics, which we covered in Part 3 of this 4-part series, marketing executives must be attentive to overall performance management. This involves monitoring and measuring key metrics to understand the collective impact of all marketing and sales efforts, to ensure business goals can be met, and to support business decisions.

New Benchmark Study Showcases Payoffs From Lead Generation

A new study released last month spotlights the critical role lead generation plays in the sales success of BtoB companies, and shows companies who align sales and marketing with lead generation outpace competitors. The 2009 B2B Lead Generation Benchmark Study, released by Mac McIntosh Inc. and ExperiGenExperts, also found the vast majority of survey participants (94%) use more than four different lead generation tactics to get the job done.

Six Steps to Stop Marketing Waste

By Guy Powell, Author, “Marketing Calculator: Measuring and Managing Return on Marketing Investment”

Is half your marketing wasted and you just don’t know which half? Are you a follower of John Wanamaker and don’t know whether your marketing is working or not? In any organization, marketing is one of the most difficult functions. There’s always too much to do and too little time.  And if you’re like most organizations after the campaign is done, you can’t answer the simple question, “How much revenue did it bring in?”

Here are six steps to help fix this problem: 

Unica Unveils Catalyst Program To Accelerate Interactive Marketing ROI

Unica Corporation introduced the ROI Catalyst Program designed to help marketers quickly and effectively implement interactive marketing solutions in their own environments. Designed to showcase how interactive marketing tactics can significantly increase marketing performance, the program consists of four distinct solutions that are built around specific business scenarios. The solutions, comprised of Unica products and services, are designed for rapid implementation in the customer’s environment using the customer’s production data to deliver near-immediate business value.

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