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2011 Marketing ROI & Measurements Study

Lenskold Article Series

by Jim Lenskold

2011 Marketing ROI & Measurements Study

In this research archive, we focused on social media measurements as part of broader marketing ROI measurements.

 

  • How do marketers rate in their capabilities to measure social media outcomes?
  • What is driving the high and low prioritization of social media measurements?
  • How has the use of marketing ROI to assess general marketing trended over the past 5 years?
  • How are marketing ROI metric users showing better capabilities for social media measurements?

Here is a graph of a key finding:

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2012 B2B Lead Generation Study – Automation Supplement

Lenskold Article Series

by Jim Lenskold

2012 B2B Lead Generation Study – Automation Supplement

This research archive is a supplement to the 2012 research study that digs deeper into the role of marketing automation in supporting marketing ROI measurements.

 

  • How do companies with marketing automation integrated with CRM systems compare to those with no marketing automation and those with automation that is not integrated in terms of growth, revenue and other key outcomes?
  • What practices and capabilities are adopted to support marketing automation?
  • What key metrics are used with the support of marketing automation to manage marketing effectiveness?

Research Highlight:

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Archived Research

2012 B2B Lead Generation Marketing ROI Study

Lenskold Article Series

by Jim Lenskold

2012 B2B Lead Generation Marketing ROI Study

This research archive examines how marketing ROI and measurement practices align to revenue contribution and lead generation key metrics.

 

  • What practices and key competencies differentiate the best practice group of Highly Effective & Efficient marketers?
 
  • What capabilities are most critical to help marketing automation generate an increase in key lead generation outcomes?
 
  • What can marketers do to influence Total Marketing Revenue Contribution as an outcome?

The full report includes detailed findings and recommendations.  Highlights from the findings include:

 

  • Marketing automation users that also use ROI metrics to assess effectiveness are much more likely to realize an increase in Total Marketing Revenue Contribution from their automation.
 
  • The best practice group of “highly effective and efficient” marketers are more likely to attain a strategic level of marketing support from their automation, with CMO support and Sales team integration.
 
  • Highly effective and efficient organizations have strengths in key capabilities that support high performance marketing.
 
  • Lead generation marketing effectiveness increases with marketing automation.

Here is a sample of the results in this report:

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2013 Lead Generation Marketing Effectiveness Study

Lenskold Article Series

by Jim Lenskold

2013 Lead Generation Marketing Effectiveness Study

A Lenskold Group Report Sponsored by:

Research Report

The focus of the 2013 Lead Generation Marketing Effectiveness Study was on content marketing and how processes, practices, marketing automation and measurements influence marketing performance. Insights are derived through a comparison of marketers with “highly effective and efficient” marketing organizations (the top 13%) to all other marketers. The research was conducted with 3233 B2B lead generation marketers who generate leads for a sales organization or external channel partner, recruited with the support of Demand Gen Report and Pedowitz Group.

 

The full report includes detailed findings and recommendations.  Highlights from the findings include:

 

  • Top tier marketers show strengths in content marketing practices and take performance further by leveraging high-impact capabilities that marketing automation enables.
 
  • Lead scoring ranks as a primary driver of revenue from content marketing for top tier marketers and those with integrated marketing automation.
 
  • Companies outgrowing competitors have a slight advantage in measurements of incremental revenue and ROI from their content marketing.
    Content marketing measurements are dominated by basic tracking and simple attribution.
 
  • Top tier companies and marketers with integrated marketing automation are more likely to measure all forms of engagement outcomes from content marketing, including sales conversion.

The details on how lead generation marketers are making their content marketing more effective and efficient are both surprising and insightful. Download the complete 2013 Lead Generation Marketing Effectiveness Study now for all the details.

Lenskold Group Overview

For an overview of how Lenskold Group can help your organization adopt the best practices proven to drive highly effective and efficient marketing check our Lead Generation Measurement services. Or contact us and we would be happy to discuss any of your questions on lead generation measurements and ROI.

Charts

Below are several charts and graphs from this study.

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2005 Marketing ROI & Measurement Benchmark Study

Lenskold Article Series

by Jim Lenskold

2005 Marketing ROI & Measurement Benchmark Study

Our first research study back in 2005 set the baseline for use of Marketing ROI and measurement practices.  
  • Benchmark research on marketing ROI adoption
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  • What are the primary measurement challenges?
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  • Where is there greater profit potential?
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  • How do marketers drive decisions using intuition vs. measurements, and how does this influence marketing performance?
  •  
  • Recommendations for moving further with marketing ROI adoption

An interesting highlight is how ROI measurement abilities where pretty far from expectations.

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Archived Research

2006 Marketing ROI & Measurement Trend Study

Lenskold Article Series

by Jim Lenskold

2006 Marketing ROI & Measurement Trend Study

The second marketing ROI and measurement study in 2006 showed the initial trends within insight into measurement funding.


  • Which measurement methodologies are marketers using?

  • How does proper funding of the measurement budget influence marketing performance?

  • How does marketing ROI influence executive perceptions of marketing?

  • Recommendations for moving further with marketing ROI adoption with a special section for getting started

Here is the first trend in marketing ROI use we captured. Since the chart is not clear, those saying yes in 2006 was 26% compared to 18% in 2005.

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Archived Research

2007 Marketing ROI & Measurement Study

Lenskold Article Series

by Jim Lenskold

2007 Marketing ROI & Measurement Study

In this research archive, you’ll find additional attention the executive perceptions on marketing’s financial measurements in addition to the points below.  
  • What marketing practices beyond measurements are most important for managing and improving marketing profitability?
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  • How do higher growth companies differ in their use of marketing analytics, value-based targeting, and funnel management?
  •  
  • Recommendations for process areas to improve profitability

Here is a highlight of a finding related to executive confidence.

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Archived Research

2008 Marketing ROI & Measurements Study

Lenskold Article Series

by Jim Lenskold

2008 Marketing ROI & Measurements Study

In this research archive, you’ll find additional detail into data access and quality. 


  • How well are marketers capturing critical data and intelligence?
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  • Where are the marketing data shortfalls?
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  • How does marketing data management influence marketing effectiveness and efficiency?
  •  

  • Recommendations for 10 steps to better leverage data and intelligence

Highlights:

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Archived Research

2009 Marketing ROI & Measurements Study

Lenskold Article Series

by Jim Lenskold

2009 Marketing ROI & Measurements Study

This research was completed in 2009, just after the economic downturn in 2008. The study includes very interesting insight into how marketing ROI and measurement increase in importance when budgets get tight.


  • How is marketing ROI adoption trending over time?
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  • What is the impact of economic changes on marketing?
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  • How does the presence of marketing operations function impact marketing performance?
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  • What characteristics exist for high growth firms and highly effective and efficient marketing organizations?
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  • How can marketing ROI and measurements create a competitive advantage in a slow economy?

Here is a highlight that is very relevant in terms of economic pressures. Download the report for more details.

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By submitting this form with the Subscribe button checked, you are granting: Lenskold Group, 601 Bangs Avenue, Suite 402, Asbury Park, New Jersey, 07712, United States, https://www.lenskold.com permission to email you. You may unsubscribe via the link found at the bottom of every email. (See our Email Privacy Policy for details.) Your e-mail will be kept private and only used for educational content from Lenskold Group as outlined in our Privacy Policy. By clicking on the link delivered via e-mail to download content, you consent to use of a cookie that will provide you access to all other content without completing the form again.

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Archived Research

2008 Lead Generation ROI Study

Lenskold Article Series

by Jim Lenskold

2008 Lead Generation ROI Study

This was the first research that branched off to dig into B2B Lead Generation marketing (the general marketing research continued in during this year as well). 


  • Benchmark study for B2B Lead Generation Marketing
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  • What are the most important lead generation objectives to drive high performance?
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  • How is marketing balancing lead quantity vs. lead quality metrics?
  •  

  • How does alignment with the sales organization drive highly effective lead generation marketing performance?

Here is a featured highlight from this study:

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