• SPOTLIGHT
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  • Download New White Paper: "CMO Guide to Maximizing Customer Marketing Performance & ROI" for valuable insights on using intelligence, analytics, measurements, and ROI to improve the performance and profitability of marketing to your current customer base.
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    Download 2010 B2B Lead Generation Marketing ROI Report to uncover the significant results from the in-depth study on priorities and practices for lead generation marketing.
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Download Comprehensive Marketing ROI Reports

Registered visitors gain free access to the in-depth white papers and research reports listed here. (Click here to register)

Our annual research study uncovers trends, challenges, and best practices that help you determine where your marketing organization stands. Each study addresses different aspects of marketing ROI and measurements and includes recommendations for making progress. Click on the title to download the file (this will bring you to the login/registration page if you are not already logged in).

New White Paper

CMO Guide to Maximizing Customer Marketing Performance & ROI

  • Marketing to current customers to unlock profit potential by upselling and retaining existing customers
  • Leveraging quality analytics, measurements and ROI analyses to acquire actionable intelligence and guide strategies and tactics for effective marketing to current customer base
  • Understanding how educational marketing programs are used to capture and leverage intelligence on customer needs and interests
  • Improving targeting, funnel management and the customer experience of existing clientele

Research Reports

2010 B2B Lead Generation Marketing ROI Study

  • Ratings on the effectiveness of various types of lead generation
  • Assessment of strengths and shortfalls for current measurement practices
  • Insights into opportunities to improve lead generation ROI and support incremental budget

2009 Marketing ROI & Measurements Study

  • Annual tracking of marketing ROI adoption
  • In-depth analyses of economic influence and marketing operations
  • Key characteristics of growth firms and highly effective and efficient marketing organizations
  • Recommendations for using ROI and measurements to create a competitive advantage in a slow economy

2009 B2B Lead Generation ROI & Performance Evaluation Study

  • This is the second annual research study on B2B Lead Generation conducted as a special module included in the 2009 Marketing ROI & Measurement Study and developed by Lenskold Group for MarketingProfs.
  • Research was conducted with marketing practicioners managing B2B lead generation marketing.
  • The 2009 study examined the impact of the economic downturn on lead generation marketing effectiveness, top priorities for lead generation marketing, and the practices that distinguish marketers with greater effectiveness and greater growth from others.

2008 Marketing ROI & Measurements Study

  • Annual tracking of marketing ROI adoption
  • Special in-depth section on data and intelligence
  • Profile of best practices that drive highly effective and highly efficient marketing performance
  • Recommendations for 10 steps to better leverage data and intelligence

2008 B2B Lead Generation ROI & Performance Evaluation Study

  • This research study was prepared and delivered by Lenskold Group for MarketingProfs as a special module included in the 2008 Marketing ROI & Measurement Study survey
  • Conducted with marketing practitioners with at least half of their revenues coming from business to business sales and that generate leads for an internal sales team or external channel partners
  • Examines how lead generation objectives, lead generation metrics, and alignment with sales drive highly effective lead generation marketing performance

2007 Marketing ROI & Measurement Study

  • Annual tracking of marketing ROI adoption
  • Special in-depth section use of marketing practices for managing and improving marketing profitability beyond measurements.
  • Profile of higher growth companies
  • Recommendations for process areas to improve profitability

2006 Marketing ROI & Measurement Trend Study

  • Annual tracking of marketing ROI adoption
  • Assessment and trends in the use of measurement methodologies, measurement funding, and executive perceptions
  • Recommendations for moving further with marketing ROI adoption with a special section for getting started

2005 Marketing ROI & Measurement Benchmark Study

  • Benchmark research on marketing ROI adoption
  • Assessment of basic trends, measurement challenges, profit potential, and the use of intuition vs. measurements
  • Recommendations for moving further with marketing ROI adoption

White Papers

The Marketing Profitability Path: Mapping Your Journey

This white paper captures the four-part article series by Jim Lenskold and Hugh Macfarlane (author of The Leaky Funnel) originally published by MarketingProfs.com. The series provides an approach for managing the integrated sales and marketing funnel to maximize profitability.

Retention Marketing Profitability: ROI Challenges Influencing the Retention Versus Acquisition Debate

Featuring excerpts from the book Marketing ROI, this paper demonstrates the dynamics of retention marketing compared to acquisition marketing. Many marketers are confused by the reports that it is more profitable to retain customers than to acquire new customers. There are unique challenges in achieving positive ROI from retention marketing that help prioritize where investments into retention must be directed. The paper will help guide the strategic planning and analytics around retention marketing.

Customer Lifetime Value vs. ROI Marketing Measures

This paper is a supplement to the article Marketing ROI: Playing to Win published in Marketing Management (available in the Article Archives). It provides an analysis and example of how maximizing Marketing ROI generates greater profits than maximizing Customer Lifetime Value.