MarketingVOX:
“There is a very real risk that B2B companies with an online focus limited to marketing via search engine or display advertising will lose out to 2.0-savvy companies committed to internet-enabling everything throughout their organization.”
This final comment comes almost out of nowhere in the article: B2B Putting Money Where The Market Is, but I think it might be prophetic.
I worry about the difficulty of measuring ROI for some of the 2.0 techniques. B2B marketers who have finally won the respect of their peers by making marketing more measurable are not well served to advocate investments in 2.0 techniques — unless they have a plan to measure the impact of those investments. If they work, use ‘em. If they don’t, then they have no place in your marketing budget.
I worry about the difficulty of measuring ROI for some of the 2.0 techniques. B2B marketers who have finally won the respect of their peers by making marketing more measurable are not well served to advocate investments in 2.0 techniques — unless they have a plan to measure the impact of those investments. If they work, use ‘em. If they don’t, then they have no place in your marketing budget.
Thanks for the thoughts Jon, but I’m not hung-up on ROI measurement in this case.Some things just become necessary. That’s the implication of ‘the bar being raised’. Its not an investment, its a necessity. A minimum standard.
Thanks for the thoughts Jon, but I’m not hung-up on ROI measurement in this case.Some things just become necessary. That’s the implication of ‘the bar being raised’. Its not an investment, its a necessity. A minimum standard.
I work for a B2B marketing firm (it’s one of the big ones) and can tell you that not only are the companies that internet-enable everything that are going to catch on with this next generation of internet users, but they’re also making it a lot easier to show ROI than in the past.Something as simple as accurate web-tracking (internal and external) gives customers a sense of comfort that they were never afforded in the past. Along the same lines, the company that can illustrate that ROI first gains the trust of a company as not only a viable marketing outlet but also as a company that will not get left behind in the technological revolution.
I work for a B2B marketing firm (it’s one of the big ones) and can tell you that not only are the companies that internet-enable everything that are going to catch on with this next generation of internet users, but they’re also making it a lot easier to show ROI than in the past.Something as simple as accurate web-tracking (internal and external) gives customers a sense of comfort that they were never afforded in the past. Along the same lines, the company that can illustrate that ROI first gains the trust of a company as not only a viable marketing outlet but also as a company that will not get left behind in the technological revolution.