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Marketing Effectiveness

Measuring the impact of marketing programs and campaigns on lead generation, conversion to sales opportunities and ultimately revenue, in order to determine the effectiveness of marketing efforts.
Marketing departments today are under more pressure than ever to deliver results that can be tangibly measured. While creative or brand marketing still exists as a subset of the marketing profession, today’s marketers are charged with filling the sales pipeline and demonstrating that outbound marketing efforts have an undisputable impact on the deals that are won and the revenue generated by a company.

While a business will consider a marketing program successful for different reasons, there are a few core metrics that most organizations assess and value when it comes to determining the impact of online marketing programs.

Most organizations today measure the following:
  • Email opens: how many recipients of an email campaign actually opened the email.
  • Click through rate: how many of the recipients actually clicked through from the email to the associated asset in order to take advantage of the offer.
  • Form conversion: how many of those people who clicked through actually took advantage of the offer by completing a form.


The process of tracking marketing program success by analyzing email opens, click-through rates (CTR) and form conversions helps marketing departments understand if their campaigns are successful in compelling a prospect to take the desired action. Marketers can discern several things by looking at these metrics in an effort to fine tune their strategies and report back to executive management on how marketing is helping to fill the sales pipeline. However, only form conversions provide any insight into how many leads are actually being generated and none of these metrics provide a view of how marketing campaigns impact revenue.

As the practice of online marketing evolves, the measuring of marketing effectiveness becomes more sophisticated. "Closed loop marketing" refers to the practice of analyzing the chain of events that influences a prospect to ultimately purchase a product. To truly understand the effectiveness of a marketing campaign, one must be able to track what happens after marketing has touched the leads generated by a campaign. Closed loop marketing examines the impact a specific campaign or many campaigns have on the sales funnel and ultimately on closed business or revenue.

By tracking all the campaigns that influenced a deal that is won, marketing can take credit for its share of the revenue that is generated and can ultimately determine the ROI of specific programs. To do so, marketing must have visibility into where the leads they have touched end up in the sales funnel and must be able to tie their campaigns to specific individuals or companies in order to know when a deal is closed. In “closing the loop” from a prospect filling out a form associated with a marketing campaign to ultimately becoming a customer – marketing can report with confidence on the ROI of marketing campaigns and can demonstrate with confidence, their impact on revenue.
Marketing Effectiveness Resources
Measuring Good to Great Marketing video Measuring Good to Great Marketing
Marketing professionals discuss what it takes to moves from good to great marketing programs.

2:48 minutes
Better Dashboards, Better Decisions Elouqa demo Better Dashboards, Better Decisions
Eloqua's intuitive dashboards offer a complete overview of your marketing effectiveness.

1:21 minutes
Report on What Matters to You Elouqa demo Report on What Matters to You
It's all about results. And Eloqua offers reporting and analytics that show how your website and email campaigns are performing.

1:24 minutes
CSO Insights: Optimizing Lead Generation CSO Insights: Optimizing Lead Generation
Looking for lead generation marketing services? Eloqua's lead generation software can help direct marketing teams produce a continuous flow of quality leads.

10 pages
The Business Case for Integrated Demand Generation The Business Case for Integrated Demand Generation
Discover how B2B marketers deliver top measurable results in this downloadable white paper provided by Eloqua.

10 pages
blog What Can You Learn from 10,000 Months of Data?
The Benchmark Report is a deep dive into 10,000 months of aggregate client data, totaling more than 1.8 billion emails. We’ve analyzed everything – from emails sent to open rates to click-through rates to uses of automation and number of leads created.

1 page
blog And the Markie Award Goes to….
With nearly 200 entries, the 2010 Markie Awards were the most competitive to date. Eloqua’s 50,000 users are raising the “marketing effectiveness” bar. These marketers are blending art and science, the left brain with the right, and the result is increased revenue contribution from the marketing department.



1 page
blog 10 Goals For Every Demand Gen Professional
Based on feedback and talking to hundreds of Eloqua clients, I’ve created a list of 10 goals that every demand generation professional should focus on in 2010 to increase their marketing effectiveness. While these goals are aligned to Eloqua’s Demand Lifecycle™, they can be executed with or without any Eloqua product or service.

1 page
Left and right Brains Unite! Making marketing measurement meaningful Left and right Brains Unite! Making marketing measurement meaningful
Measurement guru Patrick LaPointe from Marketing NPV, Mikel Chertudi, VP of Demand Gen from Omniture and Eloqua CMO, Brian Kardon explore the crawl, walk, run approach to measurement.

58 minutes
Getting the Right Message to the Right Buyer Getting the Right Message to the Right Buyer
Watch this webcast with Eloqua, BtoB and Marketing Experiments and hear how leading companies are using behavioral targeting to increase conversion rates

58 minutes
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