A confluence of forces has put increased pressure on marketers to deliver immediate and measurable results from their spend. Now, more than ever, if you can’t quantify the return on investment, you're likely to find your budget decreasing or disappearing before your eyes.
It’s not enough to attract a lot of initial interest in your white paper, or pull off a trade show or Webinar in which the technology runs smoothly, or garner anecdotal compliments and high-fives from the sales team on the results. These are all factors in successful demand generation, but ultimately, they aren’t the right metrics by which to measure it.
Analytics are the answer. A campaign that is driven by data and results in actionable analysis helps you fill your sales pipeline with the prospects that best fit your sales objectives. And that, in turn, helps you shorten your sales cycle and generate the best return on investment. This is the reason more and more dollars are shifting to online marketing: It’s inherently measurable and trackable.
Easy-to-understand campaign data and reporting can help you:
- Set realistic campaign goals
- Drive campaign decision-making based on real data from your own campaigns and from benchmarks of others in the industry
- Improve future initiatives using data from past and current programs
- Communicate with internal constituents to validate decisions
Learn how Bulldog Solutions incorporates metrics and data analysis to drive continuous improvement in integrated demand-generation programs.
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