Getting a handle on the ROI of your e-marketing is really pretty simple …and because it can be all-electronic, it involves a lot less guesswork or assumptions than measuring traditional marketing elements like direct mail or space advertising.
Let’s look at a fictional – but fairly typical – B2B example: Foobar Enterprise Software. Foobar’s […]
Continue Reading Add comment February 26th, 2008
While we couldn’t agree more, fortunately we didn’t have to say it; David Meerman Scott did, in his recent RainToday article.
David acknowledges off the top that his premise is a fairly sweeping generalization …but one based on his personal review of more than 1,000 websites. By and large, he says, agencies are conditioned […]
Continue Reading Add comment February 7th, 2008
The folks at Enquiro Search Solutions have released an update of their landmark 2004 survey of how companies use online vehicles in researching their purchase decisions. With responses from over 1,000 people involved in their companies’ buying decisions, it has a confidence level of +/- 2.5%. Because the study has obvious implications for […]
Continue Reading Add comment January 17th, 2008
All the recent headlines seem pretty bleak: stock markets sliding, housing and financials in distress, signs of softness in the overall economy.
But despite all of that, B-to-B marketers plan to increase their marketing budgets next year, predominantly for online, events and direct, according to B2B, The Magazine for Marketing Strategists. Their “2008 Marketing […]
Continue Reading Add comment January 11th, 2008
If you need to ask what it is, you may be doing it without knowing; but the chances are greater that you aren’t. But don’t feel too bad… you’re by no means alone. Closed-loop lead management — in which you track leads from your web site or campaign landing pages right through to a closed […]
Continue Reading Add comment October 5th, 2007
We sometimes gloss over the critical importance of telemarketing (aka cold calling) as a key step in prospect acquisition and nurturing …possibly because we here at eMagine do it as a matter of course, so we tend to imagine that other firms must, too. But as we were reminded by Sandy O’Dell’s excellent post at […]
Continue Reading Add comment February 7th, 2007