In good times as well as bad times marketing and companies need a way to measure what they are doing to help them allocate funds in the right direction as well as being able to justify and defend their spending.

Business to business marketers need to be able to detail everything from web site visits to lead inquiries to qualified leads to appointments set off a telemarketing attack. We must be able to identify top performing lead sources and it’s ROI (Return on Investment) but each campaign, channel attack, vendor, medium to track the effectiveness of all marketing activities.

These types of data can help build credibility for marketing initiatives from lower level management up to the corner office, and strengthening your ability to know which programs should be continued to be full funded and which show be reduced or withdrawn completely.

You should gather all your campaign activities into a single database to enable yourself to manage, segment, execute, automate and integrate all your campaigns in a symbiotic unified attack.

Larson note:
You need to know what works and what does not work so you stop wasting money on pet projects that do nothing for your bottom line.

Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better

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