FOUNDATIONAL FRAMEWORK

Optimizing B2B Return on Marketing Investment

Achieving the optimal marketing mix is challenging, especially for B2B businesses. Top- and bottom-funnel investments, like brand building, demand generation and sales enablement, pay off at different rates and in different ways and need to be adjusted based on growth goals. There are three key inputs to optimize your marketing mix:

Best Practices
Understanding how top- and bottom-funnel investments pay off at different rates, and in different ways
Competitive Spend Benchmarks
Competitor spend and resulting revenue impact can help you understand the industry stimulus-response curve
Econometric Time-Series Data
Examining variables overtime, like weekly spend and corresponding return, is key to identifying trends and making intelligent decisions

Download the framework for detail into these inputs and get 6 critical dos and don’ts to optimize your B2B marketing mix.

DOWNLOAD THE FRAMEWORK

5 Areas That CMOs Struggle in Measuring ROI and Where to Focus

Despite a progression of technology, methods, and practices, we see 5 key challenges for CMOs driving and measuring ROI over the next decade. Download the whitepaper for an in-depth review of these 5 challenges.

Measuring Marketing’s Effectiveness

The pressure to measure marketing's success is on. So, how do marketing and analytics teams truly answer “what’s really working & what’s not?” This whitepaper solves the CMO imperative of proving profitability and measuring marketing effectiveness.

How to Measure and Optimize Marketing Effectiveness

Unfortunately, the challenge of proving marketing value is getting harder, not easier. Watch the on-demand webinar as we discuss many of the methods and tools for measuring marketing effectiveness, including several thorny problems.

Optimizing Marketing Mix in the Subscription Economy

The subscription economy has impacted all industries and is driving massive changes in business processes and operating models. The dramatic change in customer preferences away from ownership and towards outcomes and increased flexibility has changed the game...

Measuring Marketing's Effectiveness in 2021

Measuring marketing's effectiveness in 2021 remains a top priority for CMOs as return on marketing remains frustratingly squishy.

Multi-touch Attribution & Measuring Your Marketing Halo

Measuring your marketing halo—particularly direct response and broad reach—is notoriously difficult. Watch the on-demand webinar as our analytics leaders synthesize 20+ years of multi-channel attribution experience.

Multi-Touch Attribution (MTA) Beyond Digital Channels

Multi-touch attribution is critical for marketers who want to truly understand ROI of their various channels. While the term “MTA” is en vogue right now, this has been a problem for marketers for a long time. In the 1960s, television advertising might be driving some proportion of sales at retail, but no one knew how much. To solve this problem, statisticians used the tools of econometrics to build regressions...

Multi-touch Attribution and Measuring Your Marketing Halo

Multi-touch Attribution & Measuring Your Marketing Halo

ROI-tunnel vision has led companies to focus their efforts on channels that are more easily measured, while channels with harder-to-measure success dwindle. Download the framework for all the details on running a multichannel marketing halo analysis and get our checklist of 9 to-do’s..

Optimizing B2B Return on Marketing Investment

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FOUNDATIONAL FRAMEWORK

Optimizing B2B Return on Marketing Investment

Best Practices

Competitive Spend Benchmarks

Econometric Time-Series Data

Download the framework for detail into these inputs and get 6 critical dos and don’ts to optimize your B2B marketing mix.

DOWNLOAD THE FRAMEWORK

Related articles

5 Areas That CMOs Struggle in Measuring ROI and Where to Focus

Measuring Marketing’s Effectiveness

How to Measure and Optimize Marketing Effectiveness

Optimizing Marketing Mix in the Subscription Economy

Measuring Marketing's Effectiveness in 2021

Multi-touch Attribution & Measuring Your Marketing Halo

Multi-Touch Attribution (MTA) Beyond Digital Channels

Multi-touch Attribution & Measuring Your Marketing Halo

Optimizing B2B Return on Marketing Investment

We Can Help Breakthrough

Subscribe to Our Insights

Access Our Latest Content

FOUNDATIONAL FRAMEWORK

Optimizing B2B Return on Marketing Investment

Best Practices

Competitive Spend Benchmarks

Econometric Time-Series Data

Download the framework for detail into these inputs and get 6 critical dos and don’ts to optimize your B2B marketing mix.

DOWNLOAD THE FRAMEWORK

Related articles

We Can Help Breakthrough

Subscribe to Our Insights

Access Our Latest Content

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