This course focuses on the planning required to achieve a positive return on investment (ROI) for B2B marketing campaigns. Aligning to corporate KPIs (key performance indicators), as well as developing clear objectives and metrics in advance to measure the results, is a key component of ensuring the deliverables of multi-channel digital campaigns are planned in order to achieve continuous improvement.
This course will examine current trends in B2B marketing campaign ROI. You’ll learn best practices for developing a marketing campaign brief that includes objectives, metrics and ROI calculation. The course will show you how to develop a measurement philosophy framework starting with goals, objectives, KPIs and ROI estimates that are significant, yet simple to share with internal stakeholders. You’ll establish a B2B metrics strategy that includes what data to track as well as when and how to measure it. We’ll also take a detailed look at metrics specific to B2B communications.