There is a need for B2B Marketing ROI yet we’re still not there. According to Adobe’s 2012 CMO report, fewer than 20% of executive B2B marketers have the ability to measure ROI. SiriusDecisions reported in their 2012 CMO survey that CMOs number one concern was demonstrating ROI. Unlike the B2C marketer who has one consumer that could be making a single web commerce transaction which is tracked from start to finish, B2B marketers are faced with a buying committee of six to eight purchasers and a buying path that has become more digital over the years yet does not mirror the accuracy of digital tracking that a B2C marketer has. We will discuss key ingredients from operational companies that others are using to successfully measure B2B Marketing ROI for both inbound and outbound techniques.
Moderator: Jon Russo, CEO, B2B Fusion Group
Brian Kardon, CMO, Lattice Engines
Hunter Montgomery, Vice President of Marketing, Vocus
John Petralia, Head of Marketing, Bloomberg
Corey Livingston, Sr. Director, Marketing Operations, Level 3 Communications