We're Here to Help!



Contact Me

Marketing Effectiveness

Best Practices
Select A Topic:
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 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.
 

Bridging the Gap : How to Orchestrate and Personalize the Entire Customer Experience

This webinar will reveal how your organization can unify email and web orchestration with a strategy that will keep communications relevant and audiences engaged.
 

Digital Agility Survey: CMO Insights on the Journey Towards Digital Agility

CMOs now can access customer insights that are rich, real-time, and actionable—all thanks to digital technology. However, capturing and using those insights remains an elusive challenge for many marketers. The CMO Club used surveys and interviews to uncover the challenges of creating the digital agility needed to get marketers closer to their customers and gathered tried and true practices to share pragmatic ways of overcoming those obstacles. This CMO Solution Guide contains those key strategies for customer-obsessed Modern Marketing leaders.
 

The Art & Science of Modern Marketing

Many key challenges face Modern Marketers. Defining the Modern Marketer: From Real to Ideal highlights several key areas where B2B marketing leaders need to focus. Modern Marketers revealed that they feel they’re underperforming when comparing themselves to the five core competencies driving the function of the ideal marketer: targeting, engagement, conversion, analysis, and marketing technology. Read about how the art and science of Modern Marketing are equally important to achieving the three pillars of success.

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.
 

Bridging the Gap Between Commerce and Marketing

Harvard Business Review states that 96% of consumers say they receive mis-targeted messages or promotions. This is due in part, to the struggle companies face when aligning their commerce and marketing teams. Now is the time to make a change, to better connect and engage with your customers with Oracle’s ATG + B2C integration.