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Modern B2B Marketing
Modern B2B Blogs
This blog is where we share Marketo's latest thinking about B2B marketing, from best practices in demand generation and lead nurturing to accountability and marketing & sales alignment.
Looking for the latest news and best practices around Sales 2.0?
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July 21, 2008
Proving Marketing’s Value: Tools & Metrics for the 21st Century – Part 1
Posted by Kelly Abner
At the MarketingProfs B2B Business Forum, held in Boston in June, I had the pleasure of speaking with Laura Patterson, president of VisionEdge Marketing and author of several books, including "Gone Fishin for Marketing and Sales Alignment eBook." In the interview, Laura talks about how marketing accountability is becoming more important and how metrics help prove marketing’s value in today’s economic turmoil as well as in sales and marketing alignment.
This podcast is part one of our conversation, entitled "Proving Marketing’s Value: Tangible Tools and Metrics for the 21st Century."
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Jen Sorlie said on July 28, 2008 at 9:17 am
It’s great to hear that marketing accountability is stepping into the limelight. I am curious as to what her tips were to measure performance. I’ve been working with the Buy Safe Media website and they delve into that topic as well. Their goal is to promote accountability through media circulation audits (visit http://www.buysafemedia.com for info about media auditing). When marketers can prove to CEOs that their ad spend went to the right people, it helps to quantify ROI.