MarketingNPV Journal: B2B Marketing Measurement: Can It Work?
PRINCETON, N.J., March 31, 2006 – With the many challenges and contributing factors unique to measuring B2B marketing effectiveness, can B2B marketing efforts really be measured? According the latest issue of MarketingNPV®Journal, a publication focused on helping marketers make smarter decisions and stronger cases to secure, allocate, or defend resources, the answer is yes -- but it requires additional clarity in definition of objectives and the application of strict disciplines.
“Today’s B2B CMOs and their teams are better able to answer the question, ‘What are we getting for our investment?’ observes Pat LaPointe, managing partner and editor in chief of MarketingNPV Journal. “Through the implementation of sales funnel tracking systems, smarter research, and the evolution of customer-profitability analytics, B2B marketers are meeting the measurement challenge.”
In this issue, MarketingNPV Journal takes a look at two such B2B marketers – The Timken Company and DuPont. Timken shares insight into their marketing dashboard measurement project launched to get a handle on the returns they’re getting from their marketing programs. And Diane Gulyas, CMO of DuPont, shares her perspective on how B2B measurement capabilities are evolving and what priorities she’s defined for one of the world’s largest B2B brand marketers.
MarketingNPV Journal has an exclusive look at some of the best practices in the development of marketing dashboards uncovered in the just-released research from the Marketing Leadership Council’s Building Actionable Performance Dashboards -- Translating Metrics Insight into Improved Marketing Effectiveness.
Also featured in this issue are tips for developing a more disciplined approach to marketing investments in tradeshows and events and Part Two of the series by Tim Ambler of London Business School debunking the myth of any single silver metric for measuring marketing performance. This time he takes aim at the buzz these days around “Return on Customer(SM).”
Copies of the new issue can be viewed and downloaded from www.MarketingNPV.com.
MarketingNPV® is a highly specialized consulting firm that builds marketing measurement processes, tools, and skills to determine the financial return from marketing investments. Our key deliverables are marketing dashboards, brand scorecards, and ROI frameworks that measure the creation of economic and strategic value for both the short and long term. MarketingNPV maintains an online archive of articles and resources, and publishes a quarterly journal, all to help marketers make smarter decisions and stronger cases to secure, allocate, or defend resources.
