Measuring Marketing Results in 2009
Measuring Marketing Results in 2009
What marketing activities do you measure that can be attributed to lead generation? In outbound marketing we measure tactics such as the cost of trade show leads, advertising leads and cold call leads. In inbound marketing, aka Internet marketing, we measure cost per lead.
Sometimes we read data that supports the obvious and we say “duh” I knew that! No matter how compelling the data we react as if we already knew that. Here’s some recent data worth digesting:
* Companies that spend more money and effort on inbound marketing experience a lower cost per lead.
* Advertising in social networks is on the decline but engaging in social networks is on the rise.
* Webinars produce good leads when created and managed well.
* Sixty-three of Internet users worldwide use search engines to look for products and services.
* Most popular marketing tactics in 2009 are: web, mobile, viral, SEO, word-of-mouth according to an advertising agency execs recent survey.
Marketing tactics must be measurable. It’s been argued that social media marketing is difficult to measure. I argue that if you look at your marketing on the web as just that, marketing on the web, you can identify metrics that satisfies the CEO. The granularity of some metrics is not as important as the bottom line. What does it cost to produce a lead from the web, from a trade show, from a cold call, from an advertisement?
When managing marketing budgets in a tight economy you must focus on the marketing activities that produce results you can measure. You need marketing software, analytics software and a close eye.
Bernie Borges
@berniebay
Measuring Marketing Results in 2009 - To learn more about this author, visit Bernie Borges's Website.
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The true cost of most marketing activities is the cost per (fill in the blank). In most B2B scenarios the measurement is the cost-per-lead.
What marketing activities do you measure that can be attributed to lead generation? In outbound marketing we measure tactics such as the cost of trade show leads, advertising leads and cold call leads. In inbound marketing, aka Internet marketing, we measure cost per lead.
Sometimes we read data that supports the obvious and we say “duh” I knew that! No matter how compelling the data we react as if we already knew that. Here’s some recent data worth digesting:
* Companies that spend more money and effort on inbound marketing experience a lower cost per lead.
* Advertising in social networks is on the decline but engaging in social networks is on the rise.
* Webinars produce good leads when created and managed well.
* Sixty-three of Internet users worldwide use search engines to look for products and services.
* Most popular marketing tactics in 2009 are: web, mobile, viral, SEO, word-of-mouth according to an advertising agency execs recent survey.
Marketing tactics must be measurable. It’s been argued that social media marketing is difficult to measure. I argue that if you look at your marketing on the web as just that, marketing on the web, you can identify metrics that satisfies the CEO. The granularity of some metrics is not as important as the bottom line. What does it cost to produce a lead from the web, from a trade show, from a cold call, from an advertisement?
When managing marketing budgets in a tight economy you must focus on the marketing activities that produce results you can measure. You need marketing software, analytics software and a close eye.
Bernie Borges
@berniebay
Measuring Marketing Results in 2009 - To learn more about this author, visit Bernie Borges's Website.
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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