Blog: marketing performance

Showing blogs: 1–3 of 3

Quaero InsightIQ Now Featured on B2B Marketing Zone

Mar 25 2011

The Quaero InsightIQ Blog is now a member of the B2B Marketing Zone!

B2B Marketing Zone is a collection of blog posts and articles all around B2B Marketing.  It aggregates content from a variety of sources, organizes that content around keywords in the topic domain, and supports both manual and social curation of that content.

At Quaero, we understand that the needs of Business to Business (B2B) organizations are different from those in Business to Consumer (B2C). As such, we seek to provide valuable content and best practices to assist with these unique challenges.

Continue Reading

The best thought-out Marketing ROI can still leave you empty handed

Jun 29 2009

I was talking to a senior client last week who heads up Global Customer Intelligence for  Fortune 50 company whose sales come mostly from other businesses, although they do have a substantial consumer business as well.    We were discussing the challenge of proving the Return on Marketing Investment (ROMI), particularly in this challenging environment.     He said he had gone to his CEO with a well planned business case for a revamp of their website, which does a fair amount of ecommerce but is also a showcase for their capabilities.  The CEO listened patiently to the pitch, bought into the ROI estimate but then said "Just one of our sales people can get me more revenues than this by working a little harder at one or two of our major accounts.  Why should I bother investing money in the web site when I can get a lot more bang for my buck elsewhere?" 

Continue Reading

The Paradox of Marketing Automation

Jun 18 2009

Marketers at most companies choose their campaign management tool in one of two ways.    The first approach is to feel a pain around their ability to execute multiple, increasingly complex campaigns. They then figure that the right software can help ease this pain and go pick a software tool, have it implemented train their people and hope for the best.   Not the best approach but one it is a road taken by many.   This approach usually leads to regrets and recriminations, but that is to be expected.   The second way is a little more thoughtful and deliberate.    This approach takes the time to identify business requirements, develop a business case not only for the purchase and installation of the software but also for any other related changes in process, organization and skill upgrades that may be involved in this transformation.    See my colleague Joe Kelly's blog on selecting a marketing automation tool for more on this.  

Continue Reading