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Marketing Effectiveness

Best Practices
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It’s (Almost) All About Results
Marketing departments are now under more pressure than ever to deliver results that can be tangibly measured. Although creative or brand marketing still exists as a subset of the marketing profession, today’s Modern Marketers are expected to fill the sales pipeline and demonstrate that outbound marketing efforts are having a clear impact on deals won and revenue generated.

What to Measure When You Measure
It’s true that different companies may consider marketing programs successful for different reasons. But there are a few core metrics that most organizations assess and value when it comes to determining the impact of their online and content marketing programs.

Most organizations today measure:
  • Email Opens: How many recipients of an email campaign actually opened the email?
  • Click-Through-Rate (CTR): What percentage of those who opened the email actually clicked a link or button within the email to take advantage of the offer?
  • Form Conversion Rate: What percentage of those who clicked through actually finished the process by completing a form?
Tracking marketing effectiveness by these measures helps marketing departments determine if their campaigns have been successful in compelling prospects to take a desired action. Marketers can then fine-tune their strategies in the midst of a campaign while keeping executive management posted on how Marketing is helping to generate revenue. But only form conversions provide insight into how many leads are actually being generated. And none of these metrics offer a view of how marketing campaigns impact revenue. That’s why marketers need an even higher level of analysis.

Taking the Next Step with Closed-Loop Marketing
To truly understand the effectiveness of any campaign, you must be able to track everything that happened after Marketing touched the leads that campaign generated. Closed-loop marketing is the practice of analyzing the entire chain of events that influenced a prospect to purchase a product. It involves examining the impact a specific campaign (or many campaigns) may have on revenue.

By tracking all campaigns that influenced a successful deal, Marketing can cite attribution for its share of the revenue generated, and can even determine the ROI of specific programs. To do so, Marketing must have visibility into where their leads end up in the sales funnel, and must be able to tie their campaigns to individuals or companies so they’ll know when a deal has been completed. By "closing the loop” between a completed campaign form and that prospect becoming a customer, Marketing can report with confidence on the ROI of marketing campaigns – and demonstrate with confidence their impact on revenue.
 
 

The State of Marketing Automation

Join our Marketing Automation expert Alesha Godinho and Hunter Douglas’s National Marketing Manager, Jenny Brown as they share key strategies to drive increased marketing results using marketing technology.

This 30 minute webinar will cover:
 
  • 3 key strategies to optimise your Marketing Automation platform
  • How Hunter Douglas implemented their Marketing Automation platform

Preventing Marketing Compliance Paralysis

Regulations and compliance can be overwhelming. So overwhelming, in fact, that they can sometimes feel like they’re getting in the way. Companies and organizations, so concerned with remaining compliant, become unwilling to try anything new—even if those new programs could improve their customer experience and the company’s fiscal well-being overall. So how do marketers overcome innovation paralysis? To do so, they must understand the best way to align both marketing and compliance best practices.

The Forrester Wave™: Data Management Platforms, Q2 2017

Forrester conducted product evaluations against 35 criteria within 3 high-level buckets (current offering, strategy, and market presence) and evaluated the strengths and weaknesses of eleven top data management vendor companies. This report shows how the 11 most significant providers measure up and help B2C marketers make the right choice. In the report, Forrester named Oracle a Leader for Data Management Platforms.

Growth Hacking for Higher Education

As competition in the Higher Education sector heats up, marketers are looking at innovative new ways to drive growth through student acquisition and retention.
 
Find out what Growth Hacking is, why it’s important and how to create a Growth Hacking culture within your institution.
 
During this webinar we will explain: 
•What Growth Hacking is, and why it’s more important now than ever before
•How to leverage Growth Hacking strategies to drive student acquisition, conversion and retention
•How to build a Growth Hacking culture, strategy and mindset
 

A Comprehensive Data Management Platform Powers 360° Analytics

Advertisers are living in a data-centric world. Data increasingly drives every marketing decision, from which segments to target to what creative to use and how to optimize campaigns. But with petabytes of marketing data from campaigns, targets, and customers constantly being generated, advertisers and agencies are finding it increasingly difficult to extract meaningful insights from the data deluge.
 

The Modern Marketing Essentials Guide to Social Marketing

Discover how to better navigate the sea of social change by exploring new uses for old channels, engaging in the most welcoming ways and analyzing activity meaningfully.

Marketing Automation Trends - What we can expect in 2017

Marketing Automation is now a mature marketing technique, but across businesses many of the available tools are not fully exploited. Learn how to improve your marketing across the customer lifecycle by successfully leveraging B2B and B2C marketing automation techniques. Through B2B and B2C business cases, you will learn: how to review their current marketing automation maturity, how to prioritise their future investments in the year ahead, how to map their current approach against different customer touchpoints to identify new techniques.