Thursday, July 26, 2007

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As director of lead generation for ON24 Inc. , I am accountable not only for the quantity of leads but also the quality of those leads. For me, I track every lead to the source and determine how computer consulting dallas much I delivered to the sales pipeline. And when I discuss this with other marketers, they are surprised that I can do this! Everyone wants to measure the return on marketing programs. But how do you fully measure the cost of your programs while maintaining the quality. Unfortunately, it’s rare for B2B marketers to purchase media buys based on a cost per lead (CPL) or cost per acquisition (CPA) basis. In a two part posting, I will look at how I get beyond the click-through. This post focuses on selecting the right partner for you media buy. Sometimes it’s not where you place your insertion order but rather who you work with that can maximize your program. I’ll then follow up with tips and tricks for tracking your media buys. Know Your Media Rep: Without a CPA or CPL model for B2B, media reps will inevitably argue that the benefit is the number of impressions and great branding. I don’t need impressions. I need measurable results that I can report back to my CEO. Personally, I’ve never seen a banner ad without a call to action. The advertiser is always expecting leads. I’m no different. In order to get the insertion order, the media rep must understand and meet my marketing objectives quarter after quarter.

As director of lead generation for ON24 Inc. , I am accountable not only for the quantity of leads but also the quality of those leads. For me, I track every lead to the source and determine how much I delivered to the sales pipeline. And when I discuss this with other marketers, free cell phone deal they are surprised that I can do this! Everyone wants to measure the return on marketing programs. But how do you fully measure the cost of your programs while maintaining the quality. Unfortunately, it’s rare for B2B marketers to purchase media buys based on a cost per lead (CPL) or cost per acquisition (CPA) basis. In a two part posting, I will look at how I get beyond the click-through. This post focuses on selecting the right partner for you media buy. Sometimes it’s not where you place your insertion order but rather who you work with that can maximize your program. I’ll then follow up with tips and tricks for tracking your media buys. Know Your Media Rep: Without a CPA or CPL model for B2B, media reps will inevitably argue that the benefit is the number of impressions and great branding. I don’t need impressions. I need measurable results that I can report back to my CEO. Personally, I’ve never seen a banner ad without a call to action. The advertiser is always expecting leads. I’m no different. In order to get the insertion order, the media rep must understand and meet my marketing objectives quarter after quarter.

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Coloradans interested in donating to Katrina victims, and having your dollars matched, visit the Mile High Red Cross . Tim Gill's Gay And Lesbian Fund for Colorado has established a $1 million dollar matching grant for donations up to $250. Larimer County residents may be interested in Pat Stryker's dollar-for-dollar challenge, which are going to the county United Way or the product rebates Community Foundation of Northern Colorado . The Fort Collins Coloradoan and KUNC report on the Bohemian Foundation president's challenge grant. It'll only be another week or so before we start talking in earnest about rebuilding residences. To that end, visit Habitat for Humanity's donation page. I haven't been watching any video coverage of this. I've depended solely on written articles and NPR . There seems to be something profane in being a voyeur to your countrymen's misery, and it's all just too agonizing for words. But words are all we have in the end. Yesterday, I should have linked ot the Times-Picayune blog. It's a helluva thing. Also see this , for individual stories of trapped families. I'm still finding Yahoo's Full Coverage page -- which they've helpfully reorganized a bit -- the best way to get current quickly before being sucked into the miserable addictiveness. Since Google Maps has GIS'd every residence in America, I'm wondering if they can use new satellite images to allow people a chance to get a view of their neighborhoods.

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Coloradans interested in donating to Katrina victims, and having your dollars matched, visit the Mile High Red Cross . Tim Gill's Gay And Lesbian Fund for Colorado has established a $1 million dollar matching grant for donations up to $250. Larimer County residents may be interested in Pat Stryker's dollar-for-dollar challenge, which are going to the county United Way or the Community Foundation of Northern Colorado . The Fort Collins Coloradoan and KUNC report on the Bohemian Foundation president's challenge grant. It'll only be another week or so before we start talking in earnest about rebuilding residences. To that end, visit Habitat for Humanity's donation page. I share movies haven't been watching any video coverage of this. I've depended solely on written articles and NPR . There seems to be something profane in being a voyeur to your countrymen's misery, and it's all just too agonizing for words. But words are all we have in the end. Yesterday, I should have linked ot the Times-Picayune blog. It's a helluva thing. Also see this , for individual stories of trapped families. I'm still finding Yahoo's Full Coverage page -- which they've helpfully reorganized a bit -- the best way to get current quickly before being sucked into the miserable addictiveness. Since Google Maps has GIS'd every residence in America, I'm wondering if they can use new satellite images to allow people a chance to get a view of their neighborhoods.

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