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Best Practices

Marketing Effectiveness

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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
Now, 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: 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 whether 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 any 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
As the practice of online marketing continues to evolve, marketers need more sophisticated ways of measuring the effectiveness of their programs. To truly understand the effectiveness of any marketing campaign, you must be able to track everything that happened after marketing touched the leads generated by a campaign. 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 the campaigns that influenced a successful deal, marketing can take attribution for its share of the revenue generated, and can even determine the marketing 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 specific individuals or companies so they’ll know when a deal has been completed. By closing the loop” between a prospect filling out a form associated with a marketing campaign 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.

Frost & Sullivan: Marketing Automation

Analytics makes data come to life and when done well, makes Marketing a hero and wins you a seat at the revenue table. A cross-industry analysis plus four deeper dives for Manufacturing, Pharmaceuticals, Telecommunications, and Healthcare.

30 Seconds or Less

The results included in this report may seem discouraging for marketers who aren’t confident in their abilities to compete in an always-on environment. However, Modern Marketers are now equipped with the strategies and technologies to better capture the consumer’s attention. To do this, they need to personalise customer experiences across the digital channels by reaching the customer on whatever device they happen to be on, with the most relevant offer for that particular moment.

Modern Marketing for the Modern Campus

Your students are approaching the campus experience in new ways, and you need fresh strategies that will help you keep up. You want to be a Modern Marketer, taking advantage of new tools and student insight to determine the right outreach, retention, and engagement strategies from initial inquiry through to alumni development. But how do you engage and intervene with your constituents in today’s environment? This impactful guide examines the five tenets of modern marketing, how you can apply them in a new age of student engagement.

Making the Shift to Customer-Centric Marketing

Today’s consumers still demand choice and value. Yet, the rise of digital media, the proliferation of online shopping, and the reduction of customer switching costs have enabled consumers to demand the same individual experience they could receive at the local corner store, but at massive scale. Today, customers are demanding to be treated as individuals no matter where they interact with brands.


Intelligently automating communication delivery and leveraging technology to understand propensity to buy, as well as adding a social layer to your customer relationship management (CRM) platform, helps enhance the flow of shopper information. By automating your engagement, you can improve the shopper experience, develop loyal relationships, and track conversion data more effectively. Modern Marketers mine conversion data to gain insights into marketing efforts; providing insight on trends, stage conversion history, and other key metrics. 

Measuring the Effectiveness of Your Content Marketing

Generating an indisputable ROI linked to advertising in traditional media—television, print, or radio—is next to impossible for marketers. Sure, we can talk eyeballs and impressions. But to attribute new revenue? Most TV viewers these days fast-forward right through those commercial breaks. And that’s exactly why content marketing can be so valuable. When done right, it is a highly measurable part of your marketing mix—one that can prove increased brand awareness, engagement, and even bottom-line results. The key is to follow these essential 5 steps.

A Comprehensive Data Management Platfrom 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.