Demanding Views

By Prugh Roeser, Founder, The Devereux Group, Inc

The BtoB marketing fight is for prospects, not customers, and winning the fight for prospects has become as important as sending the right leads to sales. This article explores how prospect retention impacts every aspect of lead nurturing:

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.

By Darren Guarnaccia, VP Product Marketing, Sitecore

There has been a lot of discussion and buzz around the shift of marketing resources and dollars from offline to online channels.  There are a lot of reasons driving this, but much of it boils down to the fact that online channels offer better tracking and measurement in terms of impact and results. And why not, marketers are under greater pressure to demonstrate results and prove ROI. The days of hiding behind vague assertions around brand impressions are waning, and the modern CMO needs to be able to connect marketing spend to revenue outcomes.