DemandGen Reports

Email Marketing Study: Marketers Demand ROI - But Most Of Them Don't Know How To Measure It

By Matt McKenzie, Senior Editor

A new study from MarketingSherpa shows that B2B email marketing is often an exercise in contradictions. That's especially true for marketing organizations that increasingly demand hard ROI from their email campaigns – even though most of them aren't actually able to measure ROI.

MarketingSherpa surveyed more than 2,700 marketing organizations to compile its 2012 Email Marketing Benchmark Report. It found that 68% of the marketers polled say they do not have a method for quantifying their email marketing ROI.

"It's difficult to determine the financial contributions of an email marketing program to the C-suite unless you have a reliable method to quantify email's impact," wrote W. Jeffrey Rice, Senior Research Analyst for MarketingSherpa, in an article detailing the finding.

April 19, 2012
Category: DemandGen Reports
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Marketo Acquires Social Campaign Management Platform Crowd Factory

Marketo today announced its acquisition of Crowd Factory, Inc., a social campaign management platform. In the company’s first acquisition, Marketo aims to provide integrated social marketing functionality within marketing automation. The combined solution is designed to enable marketers to amplify and measure social-enabled campaigns.

The Crowd Factory platform helps marketers accelerate social and word-of-mouth marketing, grow marketing databases and attract new customers via social profiles. The platform allows marketers to add social applications and messages to every channel, including Facebook, Twitter and LinkedIn feeds, as well as landing pages, web sites, banner ads and emails. Crowd Factory automatically tracks the reach and impact of social sharing, and it provides feedback on social marketing ROI. The platform has been implemented by companies such as Molson Coors, Sony Music, Jive Software, Quickoffice and British Telecom.

April 18, 2012
Category: DemandGen Reports
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Spotlight Your Customer Success With DemandGen Report’s Sales & Marketing Integration Awards

This June, DemandGen Report will once again honor leading organizations as part of its newly branded Fourth Annual Sales & Marketing Integration Awards.

B2B organizations have traditionally focused on mapping marketing automation to CRM systems, but today’s business success hinges on the integration of various tools and platforms.

Given the increased market pressure to develop strategies based on orchestrated, integrated demand generation tactics, this special report will profile organizations that have achieved success in driving revenue by developing common goals and processes to collaboratively drive efficiency across all channels.

Click here to access the 2011 Sales & Marketing Alignment Awards Report.