Only one-half ( 50%) of B-to-B marketers formally measure the return of their online marketing investments, but those that do say online is more effective than traditional marketing channels, according to a report by AMR International.
SalesFUSION, the maker of SalesFUSION 360, an integrated sales and marketing demand generation platform, today announced that it has entered into a direct use and partner/referral relationship with Return Path, Inc., the global market leader in email deliverability and reputation management solutions. "Return Path is a clear market leader in the deliverability space and adds tremendous value to our internal b2b email marketing platform," said Kevin Miller, EVP Marketing & Sales for SalesFUSION.
For some time it felt as if e-mail had been left behind by the innovation bandwagon. While its online brethren like banners and search adopted new capabilities, e-mail seemed to remain stuck in the past.
"If you are doing Pay-Per-Click Advertising for some time, you have probably figured that your Ad Copy plays a vital role in the success of your PPC campaign. Even after having your best keywords & a very compelling sales copy — your PPC campaign may fail. And among many reasons, the one that I'm going to elaborate on is your Ad Copy.
Sometimes we tend to forget that no matter how technical the whole PPC gets with things like Quality Score, Campaign Optimization etc. — An Ad Copy is still just an Ad Copy. It has much less technicality and if you can keep it plain and simple, it would probably work best for you."
— Jan. 12, "9 Tips to Write Effective Google AdWords Copy," posted by Saad Kamal, Search Engine Journal
Company: Covario, an interactive marketing analytics firm. Product/Service: A new algorithm called the Search Synergy Score, which is an upgrade to its flagship offering, the Covario Marketing Action Platform. What it does: According to Covario, the metric allows Covario clients -- which include large advertisers and agencies -- to manage paid and organic search programs down to the campaign and keyword level.
The marketing challenge all companies face can be divided into two parts: customer acquisition and marketing to existing customers. Today, search engine marketing is the dominant methodology for customer acquisition, and Google is the preferred vehicle. The equally important task of existing customer marketing has a growing consensus around a set of best practices called mathematical marketing (MM). MM is the scientific process of marketing to existing customers based on a scientific understanding of how past customer behavior predicts future purchases. Key elements of the process include behavioral tracking, predictive analytics, behavioral targeting, testing, what-if analysis and results measurement. For comparison, the typical elements
I had a great chat the other day with Elana Anderson, the former Forrester Research superstar analyst who has gone out on her own with her (relatively new) company, NxtERA Marketing. The company offers advisory and consulting services to marketing organizations and providers of marketing services and technology. We were discussing a new study that her company worked on with marketing solutions provider Responsys.