Four Steps to Marketing Success
Six tips for producing more effective newsletter content
Client Profile: IBM Solution Provider
Historically, it’s been difficult for
marketing to show measurable return on investment. After all, it’s far
easier to calculate ROI for a piece of manufacturing equipment than for a
marketing strategy or campaign. Nonetheless, it can be done. In his book,
Marketing ROI: The Path to Campaign, Customer, and Corporate
Profitability, James D. Lenskold shows you how.
Acknowledging that marketing ROI has some unique characteristics, Lenskold
outlines a clear process for calculating—and communicating—the return on
your marketing investments. He also explains how to transform that insight
into better decisions.
Though not written specifically for the technology sector, Lenskold’s book
offers a straightforward approach that can be applied in virtually any
industry. The book has three parts:
- Understanding ROI Principles, which explains fundamental concepts, including the justification for marketing ROI
- Building the ROI Formula, which outlines useful techniques and examples for figuring ROI and then aligning your marketing strategy and tactics accordingly
- Applying Marketing ROI, which shows you how to fully leverage your marketing ROI using clear methodologies and strategic applications
For more information—or to order this book for yourself—visit Amazon.com.
