Tracking ROI is becoming increasingly important in today’s economic climate. Organizations need to be sure that every dollar allocated to marketing is realizing its full potential while accomplishing the organization’s marketing goals.
Dave Lewis published an article last week in BtoB Magazine that aims to help BtoB marketers develop a four-step plan to track ROI metrics of an email campaign.
1. Look at the processes your email marketing team has in place
2. Study the metrics to determine if the email campaigns are yielding at least as much as you’re investing (From both a financial and human resources perspective)
3. Examine the relative performance of the same campaign over time and as compared to others
4. Take a critical look at the impact of your campaigns on your brand and lifetime value of your customers
This list is great because Lewis keeps his plan simple enough. BtoB marketers should be able to use his guide to establish a process for tracking ROI.
Speaking of tracking ROI, in his article Lewis cites a recent report published by Forrester Research that found, “about 50% of b-to-b marketers don’t use e-mail metrics to measure their results.”
This statistic is frightening! It is critical that B2B marketers track their results. Otherwise they will find it difficult to identify weaknesses and duplicate successes.
I’m curious to know what factor(s) is holding these marketers back from tracking these metrics? Are they short of personnel? Do they know how to track these metrics?
What do you think?
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