February 2010 Issue

Change the Culture to Change Marketing ROI Success

Online Lead Generation: Squeezing the Funnel for More High Quality Leads

Dear Readers,

We are very pleased to unveil our new newsletter design. The image in our masthead conveys our purpose of bringing you a greater depth of insights. It's a theme that is very pertinent to marketing ROI and measurements, which many of you are pursuing to illuminate actionable information below the surface of everyday marketing metrics.

Our article topics for this issue will shine a light on overcoming the cultural barriers to marketing ROI adoption and improving your online lead generation effectiveness.

We welcome your comments on the newsletter format and content.

Best regards,

Change the Culture to Change Marketing ROI Success
by Jim Lenskold

Most marketing executives know that with better insight into how current marketing is performing and what is driving (or not driving) marketing effectiveness, they can deliver greater impact with better use of marketing resources. With information available on best practices, numerous success stories, and increased pressure from the CEO and CFO, why are many marketing organizations so slow to adopt marketing ROI and measurement practices? Blame a combination of cultural inertia that inhibits change and artful dodgers who manage to avoid accountability.

Overcoming this significant barrier of organizational culture requires CMOs and marketing executives to understand what drives different types of players in the marketing organization to adopt marketing ROI practices. For example, you need to know what to do with your Champions and how to keep Artful Dodgers and Cynics from derailing your progress. Stakeholders outside of marketing also need to be on board to contribute their expertise to enabling marketing ROI measurements and management.

Read the full article for more on:
• How support for Champions is the key to success
• Which Cynics can help your marketing ROI success
• What role your agency should provide

Online Lead Generation: Squeezing the Funnel for More High Quality Leads
by Cheryl Engelaer

What if you could take your online contacts and generate super-targeted, high quality leads that are “proofed” and sales ready – i.e., leads that convert well and remain loyal to your company? Improving lead quality results in better use of your marketing budget, better use of sales time, and bottom line impact that delivers greater ROI.

This article covers the five steps to gain the insights necessary to turn your current online marketing lead flow into cost-effective, targeted leads that are ready to buy. These steps will help you recognize your best customers, capture critical customer data for scoring, and shift your website and targeting strategies to boost lead quality. The steps progress from generating to converting quality leads, including the critical step of nurturing these highly valuable leads.

Read the full article for more on:
• Key data to help define high value clients
• The difference between implicit and explicit data for lead scoring
• Why lead nurturing increases as a priority

Cheryl Engelaer (cheryl@resultscountmarketing.com) is a principal at Results Count Marketing (resultscountmarketing.com). Ms. Engelaer specializes in delivering measurable and increased ROI across all online sources. A performance ROI Marketing Executive, she focuses on end-to-end strategies and revenue producing results in the interactive and online environment. (http://www.linkedin.com/in/cherylengelaer)