Reporting and demonstrating what marketing has contributed to the bottom line of the business is a priority for any marketer, especially in the current economic climate.
Calculating return on marketing investment and presenting the results to executive stakeholders is a core role within the marketing team in order to safe guard budgets.
87% of client side marketers state that measuring ROI is of medium to high priority, but 38% are still not measuring it.(1) In a multi channel world, there are so many metrics to capture at different stages through the buying cycle, marketers can be overwhelmed to know which ones are the most important and relevant.
This online seminar will clearly summarise the key metrics across the integrated marketing mix with benchmark models and client examples so that you can establish or fine-tune the reporting dashboard for marketing effectiveness.
What you will learn
- How to define success and what it looks like in your organisation
- Key metrics to track across the different channels, including social media, brand/PR, direct mail, digital (email/websites/webinars) and off-line tactics (telemarketing, events, face to face meetings).
- Different models and benchmarks that can be applied.
- An overview of free and paid for technologies that can help.
- Which metrics to present to different stakeholders to keep budgets secured.
Who should attend?
This course is ideal for anyone who is responsible for proving the value of marketing to the business bottom line and communicating this internally to stakeholders, and those who work agency side who want to improve their knowledge and results. Previous attendees have included: heads of marketing, marketing managers, marketing executives, campaign managers, marketing communications specialists and database managers.
(1) The B2B Barometer Report #4 March 2011
“I didn't know what to expect, but found this course incredibly valuable. So many questions and answers to apply to the business. Really, really useful! I would recommend to any B2B marketer” - marketing manager, Office Depot
“Thank you very much - it was very inspiring” – senior manager industry promotion/marketing, Germany Trade & Invest GmBH
“Debbie's content was very high quality and superbly presented. She has an exceptional understanding and knowledge of the topic and has clearly got the experience firsthand to back it up” - head of marketing, EMEA, Red Prairie
“A really good session, very informative and spurred a lot of ideas” – product marketing manager, CIGNA
“Very informative. A lot to take in!” – senior marketing manager, 4C Associates
“Very interesting workshop” – Industry Promotion Manager, Germany Trade & Invest GmBH
“Great training. Good trainer. Good content. Kept me awake!” – Director, CCL
“Good event - enjoyed it and have taken many actions back to the office for our team. Good opportunity to revisit all areas I think” – Marketing Manager, Albany Software
“Excellent case studies and good ideas to take back to business” – sales executive, Blue Sheep