Determining Marketing ROI

http://www.marketo.com/b2b-marketing-...
Determining marketing ROI requires an understanding of how B2B marketing contributes to business objectives. Jon Miller, VP of Marketing for Marketo and Laura Patterson, President for VisionEdge Marketing discuss how to measure marketingeffectiveness in today's multiple touches and multiple channel environment. Laura and Jon explore how B2Bmarketing programs need to be tied to strategies in order to look at programs more holistically and measure a program's contribution to marketing objectives and business outcomes. They discuss how important it is for marketing to provide a direct-line-of-sight from programs to business results, to manage expectations and set the right performance targets.

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  Science & Technology