B2B Social Media &amp; How to Measure Marketing ROI

Where Social media fits in your marketing mix and how to measure the business ROI of your campaigns.

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B2B Social Media & How to Measure Marketing ROI

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Personalising enables modern marketers to create highly engaging customer experiences that have continuously proven to generate higher conversion rates and improved lead generation. Yet many of today’s marketers are still only using basic forms of personalisation in their campaigns, a stock email with a category field, whilst a survey on marketing messages conducted by Lyris revealed that 63% of consumers report this no longer has an impact due to the volume of emails they receive. Here are eight easy ways to help you take the first steps towards improving campaign personalisation:

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Find out how marketing operations tools can help you to drive your business forward with big data strategies. In the age of data driven marketing a new superhero is emerging - the super CIO or IT manager. This new superhero is stepping up and rising to the challenge posed by big data - pushing into the realms of strategic planning and driving excellence throughout their company. It is this new superhero’s mission to prioritise data management, create cohesive and flowing data channels and transform the customer experience through a data strategy that also aligns to the business’ needs.

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Aiming for continual improvement of marketing performance with data aggregation techniques. Marketing operations brings together two or more departments to unlock business value. Done right, it works brilliantly. But there’s another idea that goes even further… uniting ALL departments for the benefit of the customer. The basic ideas behind customer experience management (CEM or CXM) go back to old masters like Caples and Kotler. But it’s only in the last decade or so that technology has made them quantifiable. Modern data aggregation techniques, informing campaign creativity with data-driven customer insights, means CI for CX isn’t an end-of-project tickbox any more. It’s now a continual process. This Slideshare shows you how it works.

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IT should assume responsibility for data interoperability in an age when marketing campaigns generate and depend upon top-quality information from increasingly diverse sources and technical marketing training. Data interoperability is becoming essential for organisations who want to run successful marketing campaigns. As strategies evolve, an increasing amount of data is arriving from multiple sources, which needs to be managed, organised and used responsively. With this increase in data, Marketing are moving in on IT spend to narrow silos, but this runs the risk of inconsistencies across data handling. We've created a Slideshare that provides organisations with best practices for data interoperability, with a focus on why providing technical marketing and training to Sales and Marketing is so important.

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Best practice and reality are often at odds when it comes to winning the ideal IT budget. But collaboration can bridge the gap and deliver great results for marketing and other key business areas. Closer collaboration between Marketing and IT can help your business make better use of its IT budget, boost the impact and ROI of successful campaigns, and take IT to the strategic heart of the enterprise.

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